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    CONTENTS

    Introduction

    Brand Postioning & Repositioning

    Research Objectives

    Research Methodology (sample size,nature of

    the sample)

    Research Analysis

    Conclusions

    Bibiliography

    Annexures

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    INTRODUCTION

    Indian Airlines Ltd was Indians state owned primarilydomestic airlines under the Federal Union Ministry ofCivil Aviation and based in New Delhi. Its main areaswere the international airports in Chennai,Mumbai,Kolkata and New Delhi. It has now beenmerged with Air India for corporate purposes.

    On Dec7, 2005, the company was branded as

    INDIAN,for advertising purposes as a part of aprogramto recap the company s image in preparation for anIPO.The airline operated closely with Air India, IndiasNational Flag carrier along with Alliance Air, which wasa fullyOwned subsidiary of INDIAN.

    The Minister of Civil Aviation, Shri praful patel,officiallyannounced that after the merger of the Air India and

    Indian, the new entity will be known as Air India. Whilethe new company will have its Registered Office in NewDelhi and its Corporate Office in Mumbai.

    The logo of the new airline is a flying swan with theKonark Chakra placed inside it. The flying swan hasbeen morphed from Air Indias Characteristic logo,Centaur,whereas the Konark chakra is reminiscent ofIndians Logo.

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    BRAND POSITIONING

    In marketing, positioning has come to mean the process by

    which marketers try to create an image or identity in the minds oftheir target market for its product, brand or organization. It is therelative competitive comparison their product occupies in a givenmarket and perceived by the market.

    Re-positioning involves changing the identity ofa product, relative to the identity of competing products, in thecollective minds of the target market.

    Definition

    Although there are different definitions of positioning, probably themost common is A products position is how potential buyers seethe product , and is expressed relative to the position ofcompetitors.

    Re-Positioning is a game people play in todays one-two marketplace in the publication Industrial Marketing, in which the case is

    made that the typical consumer is overwhelmed with unwantedadvertising, and has a natural tendency to discard all informationthat does not immediately find a comfortable slot in the consumersmind. It was then expanded into their ground-breaking first book,

    Re-Positioning - The battle for your mind, in which it isdefined as an organized system for finding a window in the mind.It is based on the concept that communication can only take placeat the right time and under the right circumstances.

    Positioning is something that happens in the minds of the market. It

    is the aggregate perception the market has of a particular company,product or service in relation to their perceptions of the competitorsin the same category. It will happen whether of not a companysmanagement is pro-active, reactive or passive about the on-goingprocess of evolving a position. But a company can positivelyinfluence the perceptions through enlightened strategic actions.

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    Produet positioning process

    Defining the market in which the product or brand will compete (whothe relevant buyers are)

    Identifying the attributes (also called dimensions ) the define theproduct spece

    Collecting information froma sample of customers about theirperceptions of each product on the relevant attributes

    Determine each products share of mind

    Determine each products current location in the product space

    Determine the target markets preferred combination of attributes(referred to as an ideal vector

    Examine the fit between

    o The position of your producto The position of the ideal vector

    o

    Position:The process is similar for positioning yourcompaniesservice. Services however dont have the physicalattributes of products that is we cant feel them or touch themor show nice product pictures. So you need to ask first yourcustomers and then yourself, nice product pictures. Clients getfrom my service? How are theybetter off from doing doingbusiness with me? Also ask : is there a characteristic thatmakes my services different?

    Write out the value customers derive and the attributes yourservices offer to create the first draft of your positioning

    Test it on people who dont really know what you do or what yousell, watch their facial expressions and listed for their response.When they want to know more because youve piqued theirinterest and started a conversation, you will know you are on theright track.

    Positioning concepts:

    More generally, there are three types of positionting concepts:

    1) Functional positions

    Solve problems

    Provide benefits to customers

    Get favorable perception by investors and lender

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    2) Symbolic positions

    Self image enhancement

    Ego identification

    Belongingness and social meaningfulness

    Affective fulfillment

    3)Experimental Positions

    Provide sensory stimulation

    Provide cognitive stimulationa

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    RESEARCH OBJECTIVES

    The objectives of the research are:

    To study the marketing objectives of Indian Airlines

    To study the marketing strategies adopted by IndianAirlines

    To find out the pricing strategies employed by IndianAirlines

    To find out the factors involved in the repositioning ofIndian airlines

    To find out the influence of any other factorsregarding the repositioning to INDIAN

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    RESEARCH METHODOLOGY

    The Research information for this study is collectedthrough primary data collection. The method adopted forcollection of primary data is through personal interviews ofthe respondents with the help of written questionnaires.

    The sample size of this research consists of 40Customers as respondents residing in the twin cities ofHyderabad and Secunderabad.Customers (ie fliers of Indian) are also of different status,classifications. They include Scientists, Armed Forces,Doctors, Government Officials, Businessmen, Employees,Students etc.,

    The Research is analysed and submitted in theform of research analysis and statistical data.

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    RESEARCH ANALYSIS

    Customers opinion on the brand repositioning and thestrategies adopted by Indian Airlines.

    Frequency of Flying.

    35% of fliers (businessmen, scientists) fly frequently byIndian veryOften almost around 10 times in a month

    50% of fliers (employees, Government officials, Doctors) flyby Indian normally about once in six months (at least)

    15% of the fliers fly Indian very rarely

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    RESEARCH ANALYSIS

    Graphical Representation (bar chart)

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    CUSTOMER OPINION AFTERREPOSITIONING

    25% Of the fliers are extremely happy with the newAirlines and their services as they are able to obtainoptimum and excellent pleasure besides value fortheir money spent

    40% of fliers have a good opinion on the servicesbeing provided by the Airlines

    3% hardly even satisfied by the services as

    Tickets fares are being over priced Poor services of cabin crew

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    CUSTOMER OPINION AFTER REPOSITIONING

    Graphical Representation (bar Chart)

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    CUSTOMER PREFERENCE OF OTHERAIRLINES

    BESIDES INDIAN

    90% Of fliers prefer other airlines to travel due to the followingreasons

    Non-availability ofINDIAN, when requiredAvailabilityu of low cost airlinesKing Fisher for its overall ambience10% of fliers only prefer INDIAN, due to the

    following reasons:

    National Air Carrier

    Established Airlines

    Used to it

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    CUSTOMER PREFERENCE OF OTHERAIRLINES

    BESIDES INDIAN

    Graphical Representation (bar Chart)

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    CUSTOMER SATISFACTION WITH THE INFORMATIONTHAT INDIAN PROVIDES DUE TO DELAY AND

    CANCELLATION OF FLIGHTS

    Regarding the flight information 100% of passengers areextremely happy with the information that INDIANProvides due to the delay and cancellation of flights andvery good assistance when flight is delayed due tovarious reasons like FOG, Technical Snag etc,

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    CUSTOMER SATISFACTION WITH THE INFORMATIONTHAT INDIAN PROVIDES DUE TODELAY AND

    CANCELLATION OF FLIGHTS

    Graphical Representation (Bar Chart)

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    FARES

    50% of the fliers feel that the price charges by theIndian are very high

    20% of the fliers feel that the prices are high, butnever mind paying as they feel that the prices denotesthe fact that they did receive quality service

    30%of the fliers (especially those who follow aspecific life style on the basis of their respect to thestatus and quality aspects. It is reasonable to

    charge.These 30% passengers strongly accept thetheory of psychologicalwhich indicates that The highthe price-The best the quality

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    FARES

    Graphical Representation (Bar Chart)

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    HOSPITALITY

    15% fliers feel very good by the services providedby INDIAN

    50% fliers are happy and satisfied by the as theyconsider INDIAN as one such such airlines where theycanrely completely

    35% fliers insist on the improvement of theservices by Indian because they have come acrossscenarios where they have experienced

    - Poor Cabin Crew services- Unhygienic environment- Delay in services etc.,

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    HOSPITALITY

    Graphical Representation (Bar Chart)

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    SAFETY

    100% of fliers feel that the pilots are competent enoughin handlithe take off and landing operations

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    SAFETY

    Graphical Representation Pie Chart)

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    CUSTOMER EXPECTATION- 77.5% of the fliers do expect discounts or special

    consideration from the management as they feel that,itis one of the best ways for the organization to retain itscustomers and discounts would actually help thecustomers (financially) too, to build up their linking andconsiderations towards the airlines- 22.55% of the customers do not expect discountsfrom the management:- As they would never mindspending money- As they consider expecting a discounts, may

    sometimes lead to the lowering of dignity

    CUSTOMER EXPECTATION

    Graphical Representation (Bar Chart)

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