Indigo Airlines Marketing Mix: Indigo airlines were established in 2006 and are owned by InterGlobe Enterprises, Mr. Rakesh Bandwal, and Mr. Rakesh Gangwal. This marketing mix of Indigo airlines discusses 4Ps that have been done outstandingly by Indigo so that Indigo is a leading low-cost carrier in India. We will talk more about the role of price in the Indigo airlines marketing mix.
Indigo Airlines is a top airline that offers professional services at affordable prices. IndiGo began its operations with six aircraft in August 2006. Now, it has 78. IndiGo adds a plane to its fleet every 45 days, sometimes even faster. IndiGo was the second-largest player in the aviation industry after Jet Airways. Centre for Asia Pacific Aviation revealed that IndiGo was the fastest-growing airline service on the continent in 2013.
Important to remember is that the airline serves all major Indian cities. Its significant competitive advantage is the ability to book air tickets online. The customer service is also amiable.
Marketing Mix Of Indigo Airlines
Marketing Mix Of Indigo Airlines is brand-based. In Marketing Mix Of Indigo Airlines, We will Learn About the four key elements of Marketing Mix: products, place, price, and Promotions. By paying attention to the following four components of the marketing mix, a business can maximize its chances of a product being recognized and bought by customers. We will be discussing Indigo Airlines Marketing Mix. Below is the detailed Marketing Mix of Indigo Airlines.
Let’s talk about Indigo Airlines Marketing Mix.
Indigo Airlines Main Competitors
- Copa Airlines
- Scandinavian Airlines
- Norwegian Air Shuttle
- Jet Airways
- Air India
- British Airways
Indigo Airlines’ official website: www.goindigo.in
Product in the Indigo Airlines Marketing Mix:
Indigo airlines’ core product is Air travel. While Indigo airlines primarily offer travel for passengers, their cargo service is also overgrowing. Indigo airlines are the largest low-cost carrier in the country and offer the best airline services. Indigo airlines have made profits over the last three years while its competitors have been losing money. Indigo has managed to increase its capacity and efficiency while keeping costs down. To increase capacity, new flights were introduced to allow for more passengers.
Indigo increased its capacity by an unprecedented 39%, despite India’s overall airline capacity falling by 4%. Indigo also used deft route planning to increase the number and not decrease the number of routes. Its success was due to its low-cost strategy, buying one type of aircraft, and a focus on punctuality.
Place in the Indigo Airlines Marketing Mix:
Customers can book tickets online or through local agencies. Online bookings are available to help reduce the hassle of obtaining a ticket. You can find the airline’s destinations in all major cities. There are currently 29 Indigo destinations, but there is always room for expansion. Despite this, the airline has ensured that its core strategies remain intact. These core strategies include making the airline India’s most affordable and providing a pleasant flying experience.
It operates 29 destinations in the domestic and international regions with its fleet of 78 aircraft. SpiceJet has 56 aircraft and only 45 destinations. The strategy is to have more capacity than spread over many destinations. This strategy is beneficial in two ways: It helps to reduce costs as new destinations require infrastructure costs. Additionally, it will help create more customers since they will be trusted in their few destinations.
Promotions in the Indigo Airlines Marketing Mix:
IndiGo Airlines has done a better job of capturing the local market than any other airline. IndiGo Airlines relies on its availability and cost to promote its brand throughout the market. Because advertising costs are high, the investments are minimal. Indigo has produced a few TVCs and advertising online. Indigo has a strategy to connect flights from one destination to another, so customers don’t have to book another airline to get to their destination. It has already connected four flights between Ranchi and Delhi, Mumbai, Patna, Bangalore, and Kolkata, and plans to connect to Raipur and Kolkata.
This strategy is not a direct market strategy but has helped the company gain more customers. Customers prefer to use one aircraft to get to their destination, reducing costs. Indigo aircraft also uses media vehicles such as billboards, print media advertising, and advertising on travel portals.
Price in the Marketing Mix Of Indigo Airlines:
Indigo airlines’ marketing mix includes price, as we have already stated. The airlines have enjoyed such success because they are affordable and can afford to maintain their costs. IndiGo Airlines is India’s cheapest airline. This is its competitive advantage when it comes to comparing prices. It is also known for its high-quality services, making it one of India’s most popular airline services.
Indigo’s cost control department is responsible for Indigo’s success. Indigo relies on computer-generated algorithms to calculate how much petrol it will require from point A to point B. This results in high petrol savings and costly airline petrol. The meals served on flights are also very small. Indigo is concerned with cost control but needs to build relationships with customers. This may be unpleasant to some, but Indigo is still the only airline making good profits at this stage.
Indigo faces stiff competition from Air India and SpiceJet, which are experiencing a decrease in prices and an increase in passengers daily. Indigo has a market share currently of 31.7%. This means that it can offer low prices like no other airline. Customers kept coming back by the constant discounts.
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