MARKETING MIX OF AIR INDIA
Product – The air transport service
Pricing – Variety of structured price bands categorized on the basis of the various combinations of routes (Short/long distances and number of halts etc.) and categories (i.e. Business class, Economy class).
Promotions – Point of purchases i.e. ticketing counters at traveling agencies, online options (E.g. Membership promotions, couple tickets, Tourist packages for agencies and various other individual and corporate offers)
Place – Ticketing counters delivering services
People – A team of skilled & professionally trained pilots, ground staff, flight attendants, freight movers and packers, security personnel, management decision makers and most importantly, customers.
Process – To avail of the air service, there is online or manual booking of tickets followed by confirmation at security desks on arrival at the airport at least 2 hrs before the scheduled commencement of the journey. After boarding the aircraft, basic after sales services are provided to those who avail of the range of services available. Besides, arranging for passenger travel post landing to the convenient destination, arrangements made if flights are delayed or rescheduled etc are some of the value additions that the airline offers to provide improved customer satisfaction.
Physical Evidence – The service itself
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About Hitesh Bhasin
