Airlines Industry

GROUP MEMBERS

ATIF(4421) JAWAD(4416) SHOAIB()

What is Service Marketing?

Services are distinguished from products mainly because they are generally produced at the same time as they are consumed and cannot be stored away or taken and enhanced marketing mix need to be deployed .

Its not about simply reaching about to customers with the right service. But, its also about creating that right desire to possess service.

AIRLINES AS A SERVICE INDUSTRY

The Airline industry came into existence during the 17th centuries. Origin of pakistan aviation industry can be traced back to the year 1946. Air travel remains a large and growing industry. It facilitates economic growth, world trade, international investment and tourism and is therefore central to the globalization taking place in many other industries

 pakistan has the private airlines as its key players 75% of the market share is owned by the private sector. Pakistan is the largest aviation market in the world.

Entry Of Private Players

THE SERVICE MARKETING TRIANGLE

One can better understand the workings of airlines by looking at its marketing triangle.
COMPANY

ENABLING PROMISES

MAKING PROMISES

PROVIDER KEEPING PROMISES

CUSTOMER

RAINBOW OF SERVICE MARKETING MIX

PRODUCT

PRICE

PLACE

PROMOTION

PEOPLE

PROCESS

PHYSICAL EVIDENCE

Product Mix
Giving a Feel For The Product Inside a Service Wrapper . 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.

Price Mix
Premium pricing:- Use a high price where there is a uniqueness about the product or service. Such high prices are charge for luxuries

Cheap-value pricing:- This approach is used where external factors such as recession or increased competition force companies to provide 'value' products and services to retain sales

APEX fares:- Apex or advance purchase fares are special fares valid on economy class on specified sectors. They are much lower than the normal fares.

Place mix
Online 24-hour reservation Systems.

Tour Operator

Travel Agent

Promotion Mix
Advertising- keep in mind the image of the country, tourist attraction, cultural heritage

Publicity- Travel agent, PRO, media people

Sales promotion- Tour operators, frontline staff

People Mix
Reliability

Caring Attitude

Goodwill

Process mix
Reservation.
Flight Information. Facilities at The Airport. Baggage Handling. Meal Service. Flight Entertainment. Deliver Quality Service

PHYSICAL EVIDENCE
On the ground:
Booking offices or ticket counters. Paperwork.

In-flight: Aircraft, Seating Configuration. Good Inner-exteriors.

Tickets.

Ambience.

Top 10 Airline Companies Of India

S.No 1. 2. 3. 4. 5. Site Indian Airways Kingfisher Air India Air Deccan Lufthansa India Airlines

6.
7. 8.

Air Sahara
IndiGo Alliance Air Paramount Airways Private Limited Jet Airways

9. 10.

P.E.S.T. Analysis
- Political Issue
License issue for international operation Infrastructural constraint

- Economic Effects
Rising income level Reduced fare but yet not enough

- Social Effect
Sound Pollution Plane hijacking

- Technology Effect
Modernization of aircrafts
The growth of e-commerce and eticketing