Spice Jet Marketing Mix

Airline Industry
Domestic

Airlines carried - 438 million in Jan- Sept 2012 as per DGCA $446 million worth of FDI attracted from April 2000 to Sept 2012 as per DIPP Civil Aviation market CAGR 16% during 2012-13 as per RNCOS report. Average passenger yields 29% compared to previous year

Spice Jet
23rd

May 2005 Spice Jet was earlier known as Royal Airway 2500+ employees

Marketing Theme & AIM

Offering

Low Everyday Spice fares and great guest services to price conscious travellers Compete with the Indian Railways Passengers travelling in Air Conditioned Coaches

Aim

Spice Jet

Carrier Domestic Share 19.20% from 16.80% last year Capacity Deployed increased 31% due new aircrafts like Q400 bombardier Operating revenue increased 39% due to addition of aircrafts 330 daily flights to 42 Indian Cities and 7 International Destinations No. of departures went up 25% 27% growth in number of passengers Average passenger yields went up 29% to Rs 4412 from Rs 3421

Bombardier Q400 Aircraft

Marketing Mix - Product

Core

Product is Transportation Supplementary Product Check IN Services Paid In Flight Refreshments In Flight Entertainment Magazines Luggage Services Assigned Seats Preference for Online Booked Tickets Online Check IN

Marketing Mix - Promotion

Word

of Mouth Marketing Print ads in newspaper and magazines TV commercials Internet Media Initiatives Outdoor Mix

Hoardings at railway platforms, airports and shopping malls

Marketing Mix Promotional Techniques

Brand Campaign

Flying for Everyone Get more when you fly Spice Jet

Spicy Codes

Marketing Mix - Price

Best Low Cost Airline Intelligent mixed low prices ticket with decent onboard services to satisfy frequent travelers Spicy Fares Innovative pricing: Rs 2013 Every 99th Online ticket free Started off with a price of Rs99 for the first 99 days

Marketing Mix - People

Most

important P The Airhostesses

Marketing Mix - Place

Marketing Mix - Place

Marketing Mix - Place

International

- Dubai, Colombo, Guangzhou, Kabul ,Kathmandu, Male and Riyadh Boeing 737-800/ 900ER aircrafts 15 Bombardier Q400 aircraft for enhancing connectivity to Tier II and Tier III cities.

Marketing Mix Physical Evidence

Environment in which the service is delivered and where the service industry and customer interact Aircraft will make the physical evidence in this service Configured in a single economy class having 189 seats Booking offices and ticket counters extremely spacious and well designed

Marketing Mix - Process

The

process signifies flow & reach of services to the ultimate users Purchasing Process: From time of reservation to seat confirmation