Air Travel Marketing Plan

MARKETING MANAGEMENT

 FINAL PROJECT REPORT

SERVICE: AIR TRAVEL

MARKETING TACTICS: PRODUCT, PRICE, PLACE AND PROMOTION

SWIFT AIRLINES

BRIEF SUMMARY:

To introduce a new venture as a Low Cost Carrier Airline service provider, with 3 planes.  The company is projected to start flights, in FESTIVE SEASON (LAUNCH) after license from DGCA. Flights shall be between DELHI-PATNA; DEL- MUMBAI, DEL- KOLKATA which have the maximum traffic during the season.

We are targeting the middle income group, against the airfares of 2nd class railway compartment.

We have conducted a PLC for the same followed by 7 P approach mentioned in the report.

PREFACE

AFTER CONDUCTING THE STUDY OF

1. EXTERNAL ANALYSIS THROUGH PESTLE AND PORTERS FIVE FORCES OUR KEY FINDINGS WERE:

• The airline industry is profitable to enter in long run for RICH COMPANIES/ASSOCIATIONS.

• The company willing to enter the market should decide whether to enter as LCC or as a PREMIUM BRAND.
• Some of the important aspects such as Staffing recruitments, Guidelines, Quality and Safety should be at par with the internationally accepted levels.
• Factors such as availability of airport slots, power of both suppliers and buyers and alternatives available in respect to air travel industry should also be considered.

1. SEGMENTATION AND TARGETING:

• We segmented ET500 companies on the basis of sector and revenue.
• As per our service AIR TRAVEL, it is decided to enter a B2C business rather than B2B as it is a volume based service and needs daily customers to reach a minimum threshold level.

1. In this report we conduct the PLC analysis and on its basis we strategize and decide on 7Ps of marketing

Acknowledgement

The successful completion of a project work requires efforts of several intellectual minds. Several individuals have their experience and ideas to make this project a success. Working in the project, was a great learning experience for which we would like to thank everybody who has been instrumental in the completion of our project. We take this opportunity to thank all those individuals who have shared their experience and have knowingly or unconsciously have given their contributions. We would like to acknowledge them sincerely for parting their valuable time.