1. Fly India
Fly the Indian way

2. Why Fly India?
Today millionsof peopleusedomestic airportsto travel
short distanceasit isconvenient and thefastest modeof
transport.
Air travel isnow preferred by many businessmen and
touristswho want to reach their destination quickly and
with thebest of comfort.
Fly India isthe flag carrier airlineof Indiaowned
by Fly IndiaLimited.
Primary base- Mumbai'sChaatrapathi Shivaji Airport
Secondary hubs- Bangalore, Chennai, Delhi,
Hyderabad, Kolkataand Pune.

3. Domestic Network

4. Seating in flights for Segments

5. Fleet Size
Air craft No. Seats per flight
Business Economy
Airbus 455- 400 11 30 190
ATR 466- 500 11 - 62
Boeing 737-400 04 24 112
Boeing 737-700 13 16 96
Boeing 747-800 33 24 120
Boeing 787-900 02 28 132
Boeing 747-300ER 10 30 274
Total 84

6. Key Statistics
• No. of employees
Total budget-200 crore
67%
33%

7. Flower of Services

8. PRODUCT
PRICE PLACE
PROMOTION PEOPLE PROCESS
PHYSICAL
EVIDENCE
RAINBOW OF SERVICE MARKETING MIX

9. LET US RELATE THE 7 P’S OF MARKETING MIX TO
Fly India

10. •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.
PRODUCT MIX
Airlines service products
 CABIN SERVICE.
 CATERING SERVICE
 RAMP SERVICE.
 OTHER SERVICE.

11. Business Class
Economy Class

12. Levels of Product

13. PRICE MIX
Premium
Pricing
Business
class :
15000
Economy:
8000
Value For
Money
Pricing
Business:
7000
Economy:500
0
Cheap
Value
Pricing
Business:
5999
Economy:
2999
APEX
Fares
Economy
: 3250

14. Price
• Economy Fare
• Discounted fare for senior citizens & defense
personnel
• Advance Passenger Excursion/ APEX Fares
• One Fare pass
• Night Saver Fares

15. PRICE
Based on
oClass of travel
oLoad factors
oDate of travel
oDay of travel
oProfit margins
oCompetitors pricing

16. head office is MIDC
•Online 24-hour reservation Systems.
•Consolidation.
•Tour Operator/ Travel Agent.
•Affiliated with companies.
PLACE MIX

17. PROMOTION MIX
Advertising
Publicity
Sales promotion
Word of mouth
Airlines Advertisement Needs to Keep in
Mind the Image of Country, The Scenic
Beauty, Tourist Attractions, Rich Cultural
Heritages or Which Would Attract
Number of Tourists.

18. Print AD

19. Hoarding

20. Hoarding

21. PROMOTION MIX
Advertising
Publicity
Sales promotion
Word of mouth
The PRO, Receptionist, Travel
Agents, Media People Are Very
Important People in Publicizing The
Business.

22. PROMOTION MIX
Advertising
Publicity
Sales promotion
Word of mouth
The Travel Agents, Tour Operators,
Frontline Staffs Contribute a Lot to The
Promotion of Airlines Business.

23. PROMOTION MIX
Advertising
Publicity
Sales promotion
Word of mouth ‘Customer Loyalty Ladder’ .

24. Competence.
Reliability.
Caring Attitude.
Responsiveness.
Initiative.
Problem Solving Ability.
Goodwill.
PEOPLE MIX

25. • Reservation.
• Flight Information.
• Facilities at The Airport.
• Baggage Handling.
• Meal Service.
• Flight Entertainment.
• Deliver Quality Service.
PROCESS MIX

26. BLUE PRINT OF FLY INDIA AIRLINES
FRONT STAGE
Reservations
through agents or
other channels
Receiving tickets Arrival at airport
Obtain
immigration or
boarding pass
Customs clearing
Boarding the flight:
Interactions with
crew:
Experiencing
ambiance
Alighting the
aircraft Baggage retrieval
BACK STAGE
Selecting
Aircraft
Recruitment
and Selection
Training and
Development
Scripting : Role
play
Designing the
Ambiance : All
tangible cues
Arranging for the
tangible cues : Local
newspapers ,
magazines

27. • On the ground:
• Booking offices or ticket
counters.
• Paperwork.
• Brand Logo.
• Tickets.
PHYSICAL EVIDENCE
In-flight:
•Aircraft.
•Seating Configuration.
•Good Inner-exteriors.
•Cleanliness.
•Uniforms.
•Ambience.
•Baggage.
•Labels or Tag.

28. Partners
Airline Partners – Air India, club One air,Taj air,
sky jet air.
Code Share Partners – Air India
Co-Brand Cards – Citi Bank
Conversion Partners – Citi Bank, HDFC Bank,
HSBC, ICICI Bank, SBI Card.
Car Rental Partners – Honda, Hyundai
Hotel Partners - Hyatt Hotels & Resort,
InterContinental Hotel Groups, ITC etc.
Publishing Partners - Fortune and TIME
Telecommunication - Matrix Cellular Services

29. Competitors
• Domestic market - Indian Airlines, GoAir,
Spicejet & Indigo

31. Owners of fly India
• Preeti Bathwal
• Varsha Nagpal
• Ankita Pednekar
• Namrata Rasal
• Priyanka Shetty