Fly IndiaFly the Indian way

Why Fly India? Today millions of people use domestic airports

to travel short distance as it is convenient and the fastest mode of transport.

Air travel is now preferred by many businessmen and tourists who want to reach their destination quickly and with the best of comfort.

Fly India is the  flag carrier  airline of India owned by Fly India Limited.

Primary base - Mumbai's Chaatrapathi Shivaji Airport

Secondary hubs - Bangalore, Chennai, Delhi, Hyderabad, Kolkata and Pune.

Domestic Network

Seating in flights for Segments

Fleet Size

Air craft No. Seats per flight

Business Economy

Airbus 455- 400 11 30 190

ATR 466- 500 11 - 62

Boeing 737-400 04 24 112

Boeing 737-700 13 16 96

Boeing 747-800 33 24 120

Boeing 787-900 02 28 132

Boeing 747-300ER 10 30 274

Total 84

Key Statistics

• No. of employees

Total budget-200 crore

67%

33%

Flower of Services

PRODUCT PRICE PLACE PROMOTIO

NPEOPL

EPROCESS

PHYSICAL

EVIDENCE

RAINBOW OF SERVICE MARKETING MIX

LET US RELATE THE 7 P’S OF MARKETING MIX TO Fly India

•Consumers are demanding not products, or features of products but the benefits they will be offered. •The airline product includes of two types of services:

1. On the Ground Services.2. In-Flight Services.

PRODUCT MIX

Airlines service products

CABIN SERVICE. CATERING SERVICE RAMP SERVICE. OTHER SERVICE.

Business Class

Economy Class

Levels of Product

PRICE MIX

Premium Pricing

Business class : 15000

Economy: 8000

Value For Money Pricing

Business: 7000

Economy:5000

Cheap Value

PricingBusiness: 5999Economy: 2999

APEX FaresEconomy : 3250

Price • Economy Fare

• Discounted fare for senior citizens & defense personnel

• Advance Passenger Excursion/ APEX Fares

• One Fare pass

• Night Saver Fares

PRICEBased onoClass of travel

oLoad factors

oDate of travel

oDay of travel

oProfit margins

oCompetitors pricing

head office is MIDC

•Online 24-hour reservation Systems.

•Consolidation.

•Tour Operator/ Travel Agent.

•Affiliated with companies.

PLACE MIX

PROMOTION MIX

Advertising

Publicity

Sales promotion

Word of mouth

Airlines Advertisement Needs to Keep in Mind the Image of Country, The Scenic Beauty, Tourist Attractions, Rich Cultural Heritages or Which Would Attract Number of Tourists.

Print AD

Hoarding

Hoarding

PROMOTION MIX

Advertising

Publicity

Sales promotion

Word of mouth

The PRO, Receptionist, Travel Agents, Media People Are Very Important People in Publicizing The Business.

PROMOTION MIX

Advertising

Publicity

Sales promotion

Word of mouth

The Travel Agents, Tour Operators, Frontline Staffs Contribute a Lot to The Promotion of Airlines Business.

PROMOTION MIX

Advertising

Publicity

Sales promotion

Word of mouth ‘Customer Loyalty Ladder’ .

Competence.

Reliability.

Caring Attitude.

Responsiveness.

Initiative.

Problem Solving Ability.

Goodwill.

PEOPLE MIX

• Reservation.

• Flight Information.

• Facilities at The Airport.

• Baggage Handling.

• Meal Service.

• Flight Entertainment.

• Deliver Quality Service.

PROCESS MIX

BLUE PRINT OF FLY INDIA AIRLINESFRONT STAGE

Reservations through agents or

other channelsReceiving tickets Arrival at airport

Obtain immigration or boarding pass

Customs clearingBoarding the flight:

Interactions with crew:

Experiencing ambiance

Alighting the aircraft Baggage retrieval

BACK STAGE

Selecting Aircraft

Recruitment and Selection

Training and Development

Scripting : Role play

Designing the Ambiance : All tangible cues

Arranging for the tangible cues : Local

newspapers , magazines

• On the ground:

• Booking offices or ticket counters.

• Paperwork.

• Brand Logo.

• Tickets.

PHYSICAL EVIDENCE

In-flight:

•Aircraft.•Seating Configuration.

•Good Inner-exteriors.

•Cleanliness.

•Uniforms.

•Ambience.

•Baggage.

•Labels or Tag.

PartnersAirline Partners – Air India, club One air,Taj air,

sky jet air.Code Share Partners – Air India Co-Brand Cards – Citi BankConversion Partners – Citi Bank, HDFC Bank,

HSBC, ICICI Bank, SBI Card.Car Rental Partners – Honda, Hyundai Hotel Partners - Hyatt Hotels & Resort,

InterContinental Hotel Groups, ITC etc.

Publishing Partners - Fortune and TIMETelecommunication - Matrix Cellular Services

Competitors• Domestic market - Indian Airlines, GoAir,

Spicejet & Indigo

Owners of fly India• Preeti Bathwal • Varsha Nagpal • Ankita Pednekar • Namrata Rasal • Priyanka Shetty