Marketing Mixture of Air India

Done By:-
Tushar Prajapat(SB19BBAGN018)
Rohit Kashyap(SB19BBAGN039)
Supratim Dutta(SB19BBAGN011)
 Introduction
Air India is the flag carrier airline of India, headquartered at New Delhi.[8] It is owned by Talace Private Limited, a
Special-Purpose Vehicle (SPV) of Tata Sons, after Air India Limited's former owner, the Government of India, completed
the sale.[9] Air India operates a fleet of Airbus and Boeing aircraft serving 102 domestic and international destinations.[10]
[11] The airline has its hub at Indira Gandhi International Airport, New Delhi, alongside several focus cities across India.
Air India is the largest international carrier out of India with an 18.6% market share.[12] Over 60 international destinations
are served by Air India across four continents. The airline became the 27th member of Star Alliance on 11 July 2014.

The airline was founded by J. R. D. Tata as Tata Airlines in 1932; Tata himself flew its first single-engine de Havilland
Puss Moth, carrying air mail from Karachi's Drigh Road Aerodrome to Bombay's Juhu aerodrome and later continuing to
Madras (currently Chennai). After World War II, it became a public limited company and was renamed as Air India. On 21
February 1960, it took delivery of its first Boeing 707 named Gauri Shankar and became the first Asian airline to induct a
jet aircraft in its fleet.[13] In 2000–01, attempts were made to privatise Air India and from 2006 onwards, it suffered losses
after its merger with Indian Airlines. Another privatisation attempt was launched in 2017, which concluded with ownership
of the airline and associated properties reverting to Tata in 2022.

Air India also operates flights to domestic and Asian destinations through its subsidiary Air India Express. Air India's
mascot is the Maharajah (Emperor) and the logo consists of a flying swan with the wheel of Konark inside it.
 7 PS Of Air India
• Price
• Place
• Promotion
• People
• Product
• Process
• Physical Evidence
 1St P:- Price
• Prices based on the route of air traffic , distance, no of halts on the
way , competition etc.
• Two-part pricing technique
•  Economy class and Business Class. This helps them gain profits by
tapping the buying capabilities of different segments of people with
varying earning levels
• Premium Pricing for the Business class
 2nd P:- Place
• Presence in all the cities of India
• Tickets can be availed from its website and other ticket booking
agencies
 3rd P:- Promotion
• Tagline ‘Air India..
• Truly Indian’,
• leverages the fact that it is government
• Promotions through online ads, TV ads , banners, hoardings etc.
 4th P:- People
Air India’s expert and professional work base have helped the people to
achieve the top position in the industry. From pilots to security
personnel everyone believes in the best service quality to the customers
to give them the best flight experience. This has been possible only
because of the highly professional working base of Air India.
 5th P:- Product
• Launched in 1932
• Provides only passenger transport services; Cargo services
decommissioned in2012
• Fleet primarily consists of Aero planes from Boeing and Airbus
• The flight, along within-flight entertainment and its premium lounges
are some of the main products. It is a full-service carrier.
 6th P:- Process
Air India boasts of a competent and dedicated customer care team,
which is committed to resolving customer complaints between one to
twenty four hours of request. They believe customers are key to their
expansion and growth, and hence should be catered to with utmost
priority. This completes the Air India marketing mix.
 7th P:- Physical Evidence
Physical evidence encompasses how Air India manifests itself. Air India is known
for its optimum utilization of logo based branding- right from the exterior of the
aircraft to the interior seats and uniforms. Air India’s brand colors are red colored
flying swan with the Konark Chakra in Orange. The Centaur’, whereas the 'Konark
Chakra' is reminiscent of Indian Airlines logo".

The logo features prominently on the tail of the aircraft. While the aircraft is ivory
in colour, the base retains the red streak of Air India. Running parallel to each other
are the orange and red speed lines from front door to the rear door, subtly signifying
the individual identities merged into one. The brand name 'Air India’ runs across
the tail of the aircraft.
 Conclusion
Air India has established its position as India's largest and most
effective air carrier on all fronts, according to the extensive studies
done and information gathered. Their service is up to date and
relevant, serving millions of passengers on a regular basis.
THANK YOU