Market Segmentation and selection of target market

Domestic customers

• Purpose of journey• Income • Geographic

– Cities– Tourist Destination

International customers • Purpose of journey

– Business and Leisure

• Geographic– European– South Asia– North America

Selection of Market

• Kolkata – “Capital of culture”– Future Market expected

• Mumbai• New Delhi• Another Domestic

destinations are expected to be expanding

http://www.mapsofindia.com/maps/india/percapitaincome.htm

Marketing Stategy

Objective 1 (www.easyjet.com)

• safe • good value • point-to-point air service • consistent and reliable

product

Objective 2• fares appealing to leisure

and business markets • Develop people and

relationships with suppliers

Marketing positioning

Budget Airline maintained by:• Low operating costs • Increasing revenue• Using new economy

technologies

Marketing mix

• Price

• Product

• Place • Promotion