1. A
Presentation
on
AIR DECCAN
IndIa’s fIrst low
cost airlines
PRESENTED BY
GROUP 2
CUTM - MBA

2. Summary
• Air deccan lunched its LCA in India on Sep 2003
• Its airfares is 50% of FSA’s
• Targeted people – Frequent business travelers and train traveler
(those who travel in A/C coaches)
• Offers no-frills services
• For ticket booking customers can call the 24 hour call center or e-
ticketing
• Tie-up retail outlet where the customers easily book their tickets.
• It launches a Dynafares
• Promoters promoted its services through print and outdoor media
• Tagline – simplify
• Tough competitors are “UB group”, Wadia groups “GO”, “Visa
Airlines”, “Air-India Express”, “Royal Airlines”.

3. 1. Discuss how effectively
Air Deccan has used
the elements of its
services marketing mix
to market its services ?

4. Product
No frills air travel
There is no free food or drink onboard.
Passengers are buy them onboard.
Price
• Air Deccan has low fares(50% of FSAs)
• 25% of seats at pricing between Rs 700 to Rs
1500, 50% of seats were priced half of FASs’
and the rest 25% seats priced 70% FSAs’.

5. Place
 It provides it’s services in 8 countries
 Customers can book their ticket by calling the 24
hour call center.
 The customers also get their tickets in retail outlets
Udaya home world (consumer electronics chain
store, Bangalore)
 Online reservation system
Promotion
 Promoted through print and outdoor media
 Its advertisement mainly focus on low fares.
 Television advertisement

6. People
 The aircraft appoint only one airhostess to help
the passengers
 The pilots and engineers are trained by contract
basis.
Physical Evidence
 Passenger are sit anywhere in a plane
 The air Deccan lunches different prices for seats
for different seats. The prices depends on the
time of ticket booking.

7. Process
 The process begins with seat reservation and
conformation
 The Air Deccan provided no frills services No food
service available(loading and unloading)
 Meals and drinks provided only those who are
interested
 cleaning process was so simple
 The seats are not numbered. So passenger are
not select a preferred seat
 Takes 20 minutes to fly the plain instead of 1
hour (more flight per aircraft were possible)

8. What steps has Air Deccan Taken to reduce the
negative effects of perishability?

9. • All seats in a plane are same and the seats are
not numbers
• For reduce the negative effect of perishability
The Air Deccan increased its seat numbers To
meet the demand of customers
• the Air Deccan lunches different prices for
seats at different times of ticket booking.
• It tip up with retail stores

10. • THANK U