Air India

Indian aviation industry is growing at a very faster rate. All the major domestic airlines have its own marketing strategy to gain competitive advantage over others .Apart from traditional offline and online marketing strategies, social media has emerged as a new effective tool for airlines companies. Social Media is rapidly emerging as the next big frontier for customer engagement and interactions. There are millions of customer interactions taking place every day on Social Media sites such as Facebook, Twitter, YouTube, etc. as well as a vast number of customer support forums and online communities. This trend also reflects a fundamental shift from predominantly company-customer interactions to customer-customer interactions that influence company-customer relationships. It therefore becomes imperative for companies to have a sound Social Media customer engagement strategy.

A study was made to understand the traditional offline and online marketing strategies implemented by Air India and its competitors. It has been observed that each airline has positioned itself in a different way and is trying to develop marketing promotions accordingly.

This project mainly aims at understanding the pattern of usage of social media by various airlines and what are the various ideas that Air India could implement in its social media pages based on the passengers' opinion towards the company.

The study was carried out in NCR region and data were collected using questionnaire survey. Convenience sampling technique was used for data collection. The target respondents were the people who have experience of air travelling by all domestic carriers in general and by Air India in particular and having the habit of internet surfing. The final questionnaire consisted of questions on respondents' perception as well as awareness towards Air India and the way they would like the airline company to be engaged with them via social media. A total of 344 responses