domestic airlines in india
TRANSCRIPT
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Domestic Airlines In India : Leveraging Price
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• Q: How many of you have travelled through Air??
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Case
• Till 2002 High Fares Few Travelers• In 2002 Market Changed
• Why?• The industry efforts were made to
make Air Travel affordable to a large section of population.
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Reason for change In strategy of a Industries
• As there were 3 Major player’s (a) Jet Airways(JA) (b) Air Sahara (Sahara) (c) State Owned Indian Airlines (IA)
• Competition Counter reduce Prices
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Beginning Of New Strategies
• Stated in June 2002 when• IA Announced (D-Srn,Jk,Kh) 3%-15% in fares.
• JA Economy Class (Mum-Nag, Goa)Rs. 635 in Prices.
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Introduction Of APEX Strategy
• Advanced Purchase Excursion fare scheme
• Most innovative offer• Book tickets 3 weeks in advance and
receive huge discount.• IA introduce APEX fares under “ U Can Fly”• JA introduce APEX Under Its “Everyone Can fly”
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Problems With APEX
• Passenger faced 2 Problems: (a) Planning Air travels 3 weeks in
advance is not Convinent (b) Cancellation Fees were very High i.e
50% of Ticket Price.• Despite of Disadvantage APEX was
successful i.e 1600 passengers were flying everyday
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• JA introduction of APEX Fares No. of Passenger• Saroj Dutta ,Executive Director,JA• says”that the Av. No of passenger
flying out on advance purchase scheme is around 1500/day.that means we said 1850-2000 seats offered everyday from their concessional window.
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Sahara Initial strategy
• Adoption of intelligent marketing strategies as compared to the Apex strategy.
• The strategy adopted by Sahara was free of the necessities of advance booking and photo-identity.
• It also provided with high discount on the fares thus tapping into consumer base of their customers.
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Contd…
• In march 2002, Sahara launched a unique Wings and wheels.
• This wings and wheels scheme offered air-conditioned coaches to pick up the passengers.
• This service was available at certain fixed set of points in the city.
• The passengers were offered add-ons like magazine, news papers, mineral water and refreshments.
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Sahara’s aggressive strategies
• Launches the “ Sixer ” offer.• Enabled travelers to buy a six – flight
coupon ticket.• Travelers can travel on any six sectors
of Sahara’s network.• The scheme was a huge success,
because of the flexibility it offered.• The price of the tickets was also low
then IA or JA.
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Contd..
• It launched an online bid scheme known as “ Steal A Seat “ in august 2002.
• The base price was Rs 1 per ticket for passengers who plan to travel 25 days later.
• For unsuccessful bidders it launched another scheme known as “Steal Buys”.
• Booking 24-15 days in advance at a reserve price much cheaper than Apex fares of IA, JA.
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IA Strategy
• Launched Scheme “Wings of Freedom”, validate from august 15, 2002 to march 31, 2003.
• Unlimited travel on domestic airlines for 7 days for Rs 15000 (economy) and 20000 (business).
• Also launched Bharat Darshan which allowed Unlimited travel for passengers who bought tickets worth more than 80,000.
• IA also increased the commission of its agents to increase the Sale of its tickets,
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JA Strategy
• JA introduced the “Everyone Can Fly” under Apex scheme corresponding to the “u can fly” scheme of IA.
• As there were mainly 3 major players in domestic airlines market.
• Advance purchase excursion fares scheme(APEX) was proving to be very popular for increase in the no. of passengers.
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The substitution v/s income effect
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Conclusions
• Challenges faced by aviation industry:-• Employee shortage – there’s a clear shortage of
skilled and trained employee as a consequence of which so aviation sector has to pay high wages to the current skilled employee.
• Regional connectivity – lack of airports.• Ever rising fuel prices – which leads to increase in
air fares.• Declining yields – increase in growth attracts
more players which increases competition thus declining yields of all operators.
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Contd..
• Gaps in infrastructure – inadequate air traffic control which hinders the growth of the aviation sector of India
• High input costs – due to high input costs because of tax on interest repayment on foreign currency loan for aircraft acquisition.
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• Inspite of all these problems the aviation industry keeps reducing their prices which puts extra pressure on their margins.
• This resulted in incurring of huge losses.
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Suggested strategies
• The Govt has to provide some subsidy in Fuel prices.
• New Airports should be made.• The govt. should make a policy
Controlling the Price Cutting strategy of the Aviation Industries.
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Thankyou