india's most admired airline brands - 2010
DESCRIPTION
India's Most Admired Airline Brands - 2010TRANSCRIPT
India’s Most Admired Airline Brand 2010
Social Media Research Report Highlights
March 2010
Introduction
An observational word of mouth research study of major brands in the Indian Airline Industry as represented by consumer
conversations across the internet
Rankings
Overall Rankings
Airline Rank
Kingfisher Airlines 1
Jet Airways 2
Indigo 3
Spicejet 4
Indian Airlines 5
GoAir 6
Paramount Airways 7
Jetlite 8
Kingfisher Red 9
MDLR Airlines 10
Jagson Airlines 11
Airline Industry
Category Rankings
Airline Rank Airline Rank
Kingfisher Airlines 1 Indigo 1
Jet Airways 2 Spicejet 2
Indian Airlines 3 GoAir 3
Paramount Airways 4 Jetlite 4
MDLR Airlines 5 Kingfisher Red 5
Jagson Airlines 6
Full Service Carriers Low Cost Carriers
Category Airline Rank Category Airline Rank Category Airline Rank
Jet Airways 1 Kingfisher Airlines 1 Jet Airways 1
Kingfisher Airlines 2 Jet Airways 3 Kingfisher Airlines 3
Indian Airlines 5 Indian Airlines 5 Paramount Airways 5
MDLR Airlines 6 Paramount Airways 9 Indian Airlines 7
Paramount Airways 9 MDLR Airlines 10 MDLR Airlines 8
Indigo 3 Spicejet 2 Indigo 2
Spicejet 4 Indigo 4 Spicejet 4
GoAir 7 Jetlite 6 GoAir 6
Jetlite 8 Kingfisher Red 7 Kingfisher Red 9
Kingfisher Red Not enough data GoAir 8 Jetlite 10
Jagson Airlines Not enough data Jagson Airlines Not enough data Jagson Airlines Not enough data
Onboard Service experience Rank
Full Service
Carriers
Low Cost
Carriers
Booking and Customer Service Rank General Feedback Rank
Full Service
Carriers
Full Service
Carriers
Low Cost
Carriers
Low Cost
Carriers
Association Rankings
Category Airline Rank Category Airline Rank
Jet Airways 2 Kingfisher Airlines 1
Kingfisher Airlines 4 Jet Airways 2
Indian Airlines 6 Indian Airlines 5
Paramount Airways Not enough data Paramount Airways 7
MDLR Airlines Not enough data MDLR Airlines 9
Indigo 1 Spicejet 3
Spicejet 3 Indigo 4
GoAir 5 GoAir 6
Jetlite Not enough data Jetlite 8
Kingfisher Red Not enough data Kingfisher Red Not enough data
Jagson Airlines Not enough data Jagson Airlines Not enough data
Ground/Airport Services Rank
Full Service
Carriers
Low Cost
Carriers
Punctuality Rank
Full Service
Carriers
Low Cost
Carriers
Toplines
• Kingfisher Airlines recorded the highest volume of conversation closely followed by Spicejet and Jagson Airlines recorded lowest volume of conversation.
• Consumer Review Sites recorded the maximum number of conversations as compared to other venues.
• The total number of mentions as recorded was 1254 with Kingfisher Airlines accounting for the biggest chunk closely followed by Spicejet. Jagson Airlines recorded the lowest number of mentions.
• Booking and Customer Service as an association claimed the 29 percent of the total mentions followed by Ground/Airport Services at 24 percent, General Feedback at 22 percent, Onboard Service Experience at 15 percent, and Punctuality at 10 percent.
• 14 percent of the total mentions very Highly Negative, 61 percent were Negative, 12 percent were Positive, and 13 percent were Highly Positive.
• Under the ‘Booking and Customer Service’ association, Jet Airways was ranked highest whereas Paramount Airways was ranked lowest.
• Under the ‘General Feedback’ association, Kingfisher Airlines was ranked highest whereas MDLR Airlines was ranked lowest.
• Under the ‘Onboard Service Experience’ association, Jet Airways was ranked highest whereas Jetlite was ranked lowest.
• Under the ‘Punctuality’ association, Indigo was ranked highest whereas Indian Airlines was ranked lowest.
• Under the ‘Ground/Airport Services’ association, Kingfisher Airlines was ranked highest whereas MDLR Airlines was ranked lowest.
Methodology
• The study was conducted for the period from 1st December 2008 to 30th November 2009.
• The players in Indian airline industry were broadly divided in two categories -‘Full Service Carriers’ and ‘Low Cost Carriers’.
• Of the eleven brands chosen for the scope of this study, five belonged to full service category whereas six were from low cost category.
• Historic internet search volume data was used to identify major keywords/key-phrases associated with all the brands.
• The keywords/key-phrases were then run on a proprietary search engine to sample conversations from
various social media venues.
• All sampled conversations were manually assigned pre-defined associations. A mention refers to associations of a brand within a conversation. Each conversation can have multiple associations and each association is referred to as a mention.
• The associations used for the purpose of the study were defined as ‘Booking and Customer Service’, ‘Ground/Airport Service’, ‘Onboard Experience’, ‘Punctuality’ and ‘General feedback’.
• Each mention was assigned a sentiment ranging from highly negative to highly positive.
• A cumulative score was arrived at, based on mention volume and sentiment for each brand.
Analysis and Charts
Conversations
Industry Conversation Volume
Full Service Carriers Low Cost Carriers
0
20
40
60
80
100
120
140
160
KingfisherAirlines
Jet Airways IndianAirlines
ParamountAirways
MDLRAirlines
Indigo Spicejet GoAir Jetlite KingfisherRed
JagsonAirlines
147 139
58
20 11
111
146
60
82
51
9
75 75 75 75 75 75 75 75 75 75 75
Volume Industry Average
0
20
40
60
80
100
120
140
160
KingfisherAirlines
Jet Airways IndianAirlines
ParamountAirways
MDLRAirlines
147 139
58
20 11
75 75 75 75 75
Volume Category Average
0
20
40
60
80
100
120
140
160
Indigo Spicejet GoAir Jetlite KingfisherRed
JagsonAirlines
111
146
60
82
51
9
76 76 76 76 76 76
Volume Category Average
Conversation Volume Distribution Across Brands
Total 834
Total 459
Total 375
Mentions
A mention refers to associations of a brand within a conversation. Each conversation can have multiple associations and each association is referred to as
a mention.
Mention Volume Full Service Carriers Low Cost Carriers
Full Service Carriers
Low Cost Carriers
Mention Associations and Sentiment
Conclusions
• There is an increase in the number of people discussing issues related to airlines with each other. Increasingly more people are becoming part of such online discussions which in turn impacts their purchase decisions.
• Most of the consumers initiate these conversations on consumer review sites which implies the increasingly people are looking at internet as not just a medium to vent out their expressions but also to learn from and share with each other the information and opinions they have about brands.
• Majority of the conversations were centred on booking & customer service and ground/airport services. Handling delays and cancellations, refunds, and baggage damage and loss emerged out as the most problematic conversation themes.
• Most of the conversations recorded a negative sentiment implying that people are more probable of sharing negative experiences as compared to positive ones.
• With increasing competition and globalization, it is imperative that brands be aware of consumer perceptions around them being reflected by pure and organic sources like consumer conversations.
• The internet offers brands the unique opportunity to not just listen to consumers but also to engage with their consumers and prospective consumers in a meaningful dialogue.
Intellitrense
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