Promotion Plan - I

In-Flight Magazines

What is In-Flight Magazine?

An exclusive monthly/ Quatrely In-flight magazine seeks to be the strong bond between the legacy brand, Airlines, and its passengers.

Why In-flight Magazine?

The readership profile of the magazine includes affluent businessmen and entrepreneurs, high-end tourists, senior corporate executives, successful professionals, decision makers and influencers and thus offers very high reach to the advertisers. (Our Targeted Customers) On shorter flights that aren't equipped with audio or visual Inflight entertainment, the In-flight magazine is more valued. Passenger gives there close attention to the adverts and all the articles mentioned in the Magazines.

Readers
Men 53% Gender Women 47%

Business 74% Income Sec A / B+

Class Leisure 26%

Sec A+

40%

60%

Reach of In-Flight Magazines

Distribution

- Every seat pocket & all Air India lounges Readership - Over 2.5 million per month Total Print Run - 2,25,000

Indian Domestic Air Travelers

700 600 500

400
2010 300 200 100 0 YoY QoQ MoM Passengers carried by domestic airlines from in the year 2011 (Jan-Dec) were 606.63 lakhs as against 520.21 lakhs in the year 2010 thereby registering a growth of + 16.6%. 2011

Share of Companies in Indian Domestic Aviation

Key Players in Industry

Jet Airways Air India Indigo Kingfisher

Jet Airways
Some of the Jets In-flight magazines are so popular, that they are available online too
Jet Shoppe (Quaterly) Jet Mall (Monthly) JetWings Domestic (Monthly)

Air India
Air India/Indians In-Flight Magazines are :
Namaskar in all International flights Swagat in all Domestic flights

Other Airlines
Kingfisher - has In-flight called Little wings which focused on age group of 2-12years Indigo Doesnt have In-Flight magazines yet

Cost vs Reach
The Cost of One full page advert is approx. 7.5lac for a month. Reach of Magazines is approx. 2.5lac in a month. So, Total cost /Total reach = Cost per person(potential consumer/Sec A consumer) 7.5/2.5 = 3 Rs 3 per page

SWOT Analysis
Strength :
In-flight Reaches 1 out 3 high profile traveler. Readership profile includes, Businessman's, Corporate executive and all High profile people. Type of Information positioned interests the reader and provides them the detailed knowledge.

Weakness :
It doesnt provide any market related information or market trends. Magazines are not available for selling.

Opportunities :
To Reach Sec A+,A and B+ consumers. To Mention in detail about company or products.

 Threats :
Online is a threat for the print magazine, which means that people will tend to ignore the print magazine and check the summarized articles on the website.

Thank You