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Brand Track: IndiGo Airlines

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Brand Track 2-IndiGo
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Brand Track: IndiGo Airlines

  1. 1. BRAND MANAGEMENT BRAND TRACK PRESENTED BY: SHIVANGI TRIPATHI
  2. 2. AGENDA POINTS • INTRODUCTION • BRAND EQUITY PYRAMID • BRAND IDENTITY • STRATEGIES • CAMPAIGNS • COMPETITORS • PROBLEMS AHEAD
  3. 3. INTRODUCTION • India s best performing Low Cost Airline in terms of profit with 42.1% market share. • Set up in early 2006 by Rahul Bhatia of InterGlobe Enterprises and Rakesh Gangwal, a United States-based NRIA • Fleet of 138 aircrafts. • currently operate flights connecting to 46 destinations – 39 domestic and 7 international. • Plans to serve 100 cities in India, South East Asia, Middle East and China by 2025
  4. 4. HISTORY 2006 •Set up in early 2006 by Rahul Bhatia and Rakesh S Gangwal •IndiGo s first Airbus commenced operations on 4th August 2006 : New Delhi-Guwahati-Imphal 2010 •IndiGo replaced the state run flag carrier Air India as the top third airline in India with market share of 17.3% 2011 •180 aircraft Airbus A320 aircraft in a deal worth US$15 billion ; percentage of Airbus aircraft in India to 73% 2012 •IndiGo became the largest airline in India with market share of 27%. 2013 •IndiGo was the second fastest growing low-cost carrier in Asia •Center for Asia Pacific Aviation ranked IndiGo among the 10 iggest LCC s in the world 2015 •IndiGo placed an order of 250 Airbus A320neo aircraft worth $27 bn; largest order in aviation sector •Rs.3,200 crore initial public offering announced 2017 •AON Best employer of the year Award ; 10th time in a row. •Current Market Share : 41.4%
  5. 5. TOP MANAGEMENT Dr.Devadas Mallya Mangalore - Chairman & Non-Executive Independent Director Dr.Anupam Khanna-A Non-Executive Independent Director Rahul Bhatia-Promoter and Non-Executive Director Rakesh Gangwal- Promoter and Non-Executive Director Rohini Bhatia-Non-Executive Director Aditya Ghosh- President and whole-time Director
  6. 6. WHY INDIGO?? • Emergence of the Great Indian middle class willing to spend money for swifter travel • For the Individual on the Go,who values time and on- timliness • Budget travel is not cheap travel, Quality of Service • Mission Statement : • To be the best Airline in India by providing the following values to the customer: • - Affordable Fairs • - Ontime performance • - Hasslefree Service •
  7. 7. INDIGO BRAND IDENTITY IndiGo as a Product India s largest airlines with maximum routes Integrity, Customer orientation, Future mindedness On time Informed and cost conscious passengers, Frequent travelers IndiGo as an Organization Unique Business Model Domestic airline going Global IndiGo as a Person Cool, modern and smart Dependable Consistent and Confident Approachable and likeable IndiGo as a Symbol IndiGo depicts India on the Go and Simplicity by 21 dots Fun, Cheeky and Spunky
  8. 8. BRAND ARCHETYPE OF INDIGO The Regular Guy/Girl wants to connect • Goal: To belong Greatest fear: To be left out or stand out • Strategy: Develop ordinary, solid virtues, be down to earth, the common touch • Challenge: Losing one s own self to lend in • Gift: Realism, empathy, lack of pretense
  9. 9. BRAND EQUITY PYRAMID
  10. 10. BRAND EQUITY PYRAMID
  11. 11. BRAND EQUITY PYRAMID
  12. 12. BRAND EQUITY PYRAMID
  13. 13. BRAND EQUITY PYRAMID
  14. 14. BRAND EQUITY PYRAMID
  15. 15. STRATEGIES • Be visible – go all out to project yourself as the Future Market Leader • Go Local – Connect with the Middle class  Low Cost And High Quality of Service  Price to be diffrentiated with respect to days before the travel.  High seating density and load factor.  No frills such as free food/drinks or lounges  Targeting segments locally based on seasons and festivals
  16. 16. STRATEGIES CONTD..  Hoardings at airports with focus on Best on time performance  Advertisement through social networking medium-Facebook, Twitter, etc  Collaboration with Multiplexes in major cities to promote the airline and its special offers  Advertisements in magazines targeting Urban population.  Promoting the below three things majorly as part of its advertising programme-On-time performance , Affordable fares and Hassle free passenger experience.
  17. 17. STRATEGIES CONTD.  Sponsoring fashion shows, talent hunts, New Year parties etc  Collaboration with consumer banks, credit card companies, hotels, ticketing websites to promote special offers, discounts and cash back  Giving IndiGo promotion a local flavour by promoting in regional languages in respective sectors  Sending special offer details to frequent fliers by sms, email etc  Targeting foreigners in Tourist circuits
  18. 18. CAMPAIGNS BY INDIGO • 6E hosted the TG Connect Conclave; Celebrated the spirit of fitness enthusiasts in Bengaluru with Kai Greene and other renowned fitness influencers. • Collaborated with NGOs to provide relief material to provide extended support to Assam flood victims. • IndiGo ties up with Rahul Bose s iopi 'Poorna' to salute Girl Power . • India s IndiGo continues to make flying career aspiring; Launches another Cadet Pilot Program in partnership with Flight Training Adelaide. • 6E s IndiGoReach augments its commitment to enhance the livelihood of 4000 underprivileged women . • Fit To Fly Campaign- Indigo Launches Gym For Cops.
  19. 19. CAMPAIGNS BY INDIGO CONTD. • People Matters in olla oration with IndiGo . • Sleep With Your Wife • Late Is a Four-Letter Word • Gift of the gap—On IndiGo • IST—IndiGo Standard Time • 6EConnection contest
  20. 20. PRINT CAMPAIGNS FOR 106EYEARS
  21. 21. COMPETITORS OF INDIGO AIRLINE IndiGo 44% Jet Airways 18% Air India 14% SpiceJet 13% GoAir 8% Vistara 3%
  22. 22. INDIAN DOMESTIC AIRLINES REPORT CARD FOR NOVEMBER 2016
  23. 23. PROBLEMS THAT CAN ARISE IN FUTURE • Facing risks from growth in capacity as it puts pressure on ticket prices • Increase in competitors. • A global economic slowdown negatively impacts leisure, optional and business travel. • The continuous rise in the price of fuel is a major threat. • A terrorist attack anywhere in the world can negatively impact air travel. • Government intervention can lead to new costly rules.

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