GROUP MEMBERS

ABY MATHEWS
AFSANA RASHEED
NAMITHA.A
VAISHAKH.V.KAMATH
SETHU MOHANAN
ABIJITH.U
SAJITH SUNNY
PRODUCT
LIFE CYCLE
OF AIR INDIA
LOGO
Tagline

• Air India… Truly Indian

• Unbeatable service
• We raise our hands only to say Namaste
 INTRODUCTION
 Founded by J.R.D. Tata as Tata Airlines in 1932.

 Currently owned by Tata group.

 First airmail service from Karachi to Bombay via Ahmedabad and later to madras.

 It became Public Limited company and renamed as Air India .

 It was owned by Air India Limited(a govt. owned enterprise).

 On 8th June 1948 – first international service(To London via Cairo and Geneva).

 Headquarters at New delhi.

 Mascot is the Maharaja,logo consists of a flying swan with the wheel of konark
inside it.
 GROWTH OF AIR INDIA
 Growth stage began in the 1950s and continued through 1980s.

 Distinction of first airline to fly(Boeing 707 aircraft in 1960s)

 It shows indian culture and provided warm hospitality.

 It grew rapidly and became one of the largest airline in india.

 It connected upto 36 destinations internationally all over the world.

 Air India Express launched in May 2004.

 Air India’s tickets are easily accessible to middle class families.

 Higly professional working base of air india.

 MATURITY
 It began in the 1980’s.

 Developed network of routes and invested in modern aircraft and technology.

 Air India’s international connectivity was strengthened after joining Star Alliance.

 Air India continue to innovate and improved services to maintain its position.

 It is also part of many epic evacuation like gulf,yemen,Ukraine etc.

 Vande Bharat mission- 58895 flights bringing 8,077,755 people home.

 Air India is proud of its women workforce excelling in every area of operation.

 Air India One – Boeing 747- reserved for President,Prime minister and VVIPs.

 Air India was first airline that flew Jet aircrafts during 1962s.
 COMPETITION
AIR INDIA vs INDIGO
 Market segment – indigo focus on budget whereas air india seeks full service and
comfort.
 Business model- point to point / hub and spoke model.

 Domestic and international

 Network coverage

 fleet size

 pricing

 customer satisfaction

 Future growth

 service offerings
 DECLINE
 Mismanagement of manpower
 Loss making international operations

 Non-availability of proper aircraft

 Less income in passenger revenue

 low monetization of assets

 increase in fuel costs and other preliminary expenses

 2001- first loss 57 cr.

 2010-2011-loss was around 7000cr.

 poor human resource management

 selling of 5 Boeing 777.

 SURVIVING STAGE
 Back into TATA family.
 Enhanced meal services
 Upgrading cabin crew standards
 Improving efficiency and timeliness.
 Cost cutting measures
 Employee benefits
 Network expansion
 CONCLUSION

Air India has established its position as India’s largest and most effective air carrier on
all fronts.
 Their service is up to date and relevant, serving millions of passengers on a regular
basis.
Using a variety of promotional tactics, including campaigns and social media, to keep
consumers informed about future packages and more.
Consumers see their low prices as a competitive advantage and selling feature.

 Overall, their marketing and commercial tactics have been effective in propelling
them to new heights while remaining innovative.