Case Study of Aviation
1. Introduction
The civil aviation industry in India has emerged as one of the fastest growing industries in the country
during the last three years. India is currently considered the third largest domestic civil aviation market in
the world. India is expected to become the world’s largest domestic civil aviation market in the next 10 to
15 years. India is also expected to displace the UK to become the third largest air passenger* market by
2025.
2. Consumer Behaviour
Although flight prices have come down over the years, things we took for granted now come at an
additional fee. While airlines and passengers battle over revenue extras versus bargains, the real
opportunity is in creating new sources of revenue that leave customers feeling delighted, not taken.
Behavioural economics can guide us. Searching for and purchasing tickets, checking-in and even tagging
luggage are now all digital experiences – convenient, accessible, and speedy for the passenger and cost-
effective for the airline. As importantly, there are many ways that consumers can walk away from their
flight experiences feeling travel savvy and gratified.
3. Marketing Methodologies
India aims to become 3rd largest aviation market in the world by 2020 and aviation industry is going
through the phase of fast expansion driven by several factors like LCC (Low cost carriers), advanced IT
enabled & modern airports. Companies like JetAirways, Spice Jet, Indigo, Air India etc. are driving the
growth of the market by implementing some of these.
4. Marketing Mix
Marketing Mix of Air India analyses the brand/company which covers 4Ps (Product, Price, Place,
Promotion) and explains the Air India marketing strategy.
Product: The core product of Aviation is of course Air travel. This is their core product in their
marketing mix. They also provide supplementary services like web check in, food on board etc. They
have a variety of meal options for their consumers. For consumer’s convenience and comfort Airlines
also provides online booking, mobile ticketing and pick and drop services. Aviation also provides
cargo services are also catching up very fast. They take very good care of the shipments. They have
special packaging for fragile packages which come under priority. They do not accept perishable
shipments like seafood, dairy, plants, meat. Indigo Airlines also carries postal mails like speed post,
ordinary mail and Army mail.
Price: Aviation is at present in a very competitive segment in India. Price is what gives Airlines its
edge over other competitors; therefore it is an important component of it marketing mix. When
consumers compare prices they find the best Airlines which provide them with low fares and quality,
