INTEGRATED MARKETING

COMMUNICATION
A PRESENTATION ON INDIGO
AIRLINES
G RCASE
O U STUDY
P 4
TEAM
1
 PRESENTED
20191067
BY-
P. SAI PRAMOD
B20195005 RONIT UPADHYAYA
20191045 JEEVAN JENA
20191015 ANKITA JAIN
20191023 ASHUTOSH SRIVASTAVA
20191102 SHUBHAM KUMAR
20191077 PRIYAM PRAKASH
20194441 ROHIT ASHAV
20191028 BHAVIKA NAHATA
 INDIGO AIRLINES

INTRODUCTION

 IndiGo is an Indian low-cost airline headquartered in Gurugram, Haryana, India

 The largest airline in India by passengers carried and fleet size

 The airline operates 1,500 flights everyday

 India’s best On-time performance & least flight cancellations

 Highest load factor of 89.40%

Perform a SWOT analysis of IndiGo’s key
competitiors.
What is IndiGo’s prime source of
competitive advantage?
 INDIGO AIRLINES

KEY COMPETITORS
JET AIRWAYS

VISTARA

AIR INDIA

GO AIR

SPICEJET
 INDIGO AIRLINES

STRENGTHS

• Growing income levels

• Growth in tourism

• Growing population and efficient management

• Safety
 INDIGO AIRLINES

WEAKNESSES
• Infrastructural Development

• High Spoilage rate

• High Investment

• High Competition

• Talent Workforce
 INDIGO AIRLINES

OPPORTUNITIES
• Development of new product or service

• Expand to larger geographical area

• Build customer trust

• Acquiring better supply deals

• Evaluate end user response

• Technological advancement
 INDIGO AIRLINES

THREATS
• Global economy crisis

• Government intervention

• Climate / environment changes

• New entrance

• Shortage of airport and airport facilities

 INDIGO AIRLINES

Indigo’s primary competitive advantage

- Low cost service and on time delivery

• How they maintain competitive advantage?

• Single type of aircraft
• Single Class
• Low average fleet age
• Fuel
• Route Planning
• Tightly framed maintenance contracts:
• Other cost-cutting measures
 Do you think that IndiGo’s point of
differentiation, such as ‘low cost’ or
‘hassle-free services’ are sustainable?
Why or why not ?
 INDIGO AIRLINES

Low cost strategy of Indigo:

• Model was made popular by Southwest Airlines.

• LCC business model thrived.
• Focus on short-haul sectors, no-frills, point-to-point flights, and low fares.
• It was delivered via a single fleet and engine type.
• Fast turnarounds
• Minimal ground times
• Stubborn about stifling costs
 INDIGO AIRLINES

Reasons for sustainability of Indigo’s

point of differentiation:

• It saves training, engineering and maintenance costs.

• Generate revenue from ancillary services.
• Productivity linked pay structure for employees
• No frills saves time.
• It also achieve the target turnaround time and improve profitability.
 In your opinion has indigo integrated its
marketing tool for an efficient performance
in the global market?
INDIGO AIRLINES

• Yes, it has efficient performance in the

global market with its integrated
marketing strategy.

• Indigo has integrated all its marketing

tools as across all its platforms it spread
one message of being a cool, youthful and
contemporary brand.

• It also stressed on Hassel free travelling

and on-time performance message in all
of its ad campaign.
Comment on IndiGo’s positioning strategy.
Do the product, price, promotion and
distribution strategies complement its
positioning?
 INDIGO AIRLINES

Positioning

 Focused low cost carrier

 It’s tag line reads low fares on time and hassle free experience
 Excellent dynamic strategic capability
 Focused on low cost operations as well as OTP(on time performance)
 The company has been right moves all along
 The product price promotion and distribution strategy do compliment its positioning
 INDIGO AIRLINES

Price
• In very competitive airline segment of India.
• Price is what gives indigo an edge.
• Indigo provides customers with low cost fares quality and on time services.

Product
• They provide supplementary services like web check in ,food on board etc
• They also provide pick up and drop services.

Promotion
• Indigo does a lot of promotion through bill boards.
• It has collaborated with icici bank where the customer gets certain discount if they use icici bank debit and credit cards.
 
Distribution
• Indigo is flying to 40 destinations and daily operating 680 flights which has helped company emerge as the market
leader.
• It outsources in flight catering and are presented to customers on payable basis.
THANK
YOU