Marketing strategy of Indigo Airlines – Indigo Marketing strategy: InterGlobe Enterprises started its operation in the summer of 2006 with the main emphasis on low prices and the best service in the market. Indigo is among the airlines with the fastest growth rate in India. It currently operates an aircraft fleet of more than 110 aircraft that include domestic and international and most recently, taking delivery of the A320neo Indigo is Asia’s first and the world’s second 2nd A320neo-based operator. This allows the company to offer low-cost air transport. Indigo has been recognized as an innovator in the transformation of the industry that is struggling to survive.
Indigo Airlines At A Glance – Marketing Strategy of Indigo Airlines
Company : Interglobe Aviation Limited
CEO: Rono Dutta
Founder: Rahul Bhatia | Rakesh Gangwal
Year founded: 2006
Annual Revenue: US$2.1 billion
Profit | Net income: US$344 million
Number of employees : 23,711
Products & Services: Baggage Allowance | Ticket Modification | Check-in Options | Flight Delays & Cancellations | Pre-paid Baggage | Infants Travel | Travel Certificate | Add-on Services
Indigo Airlines Competitors
< I class="wp-svg-pacman pacman"> I> Competitors: Copa Airlines | Avianca | SAS | Scandinavian Airlines | Norwegian Air Shuttle | Jet Airways | Vistara | Air India | SpiceJet | Emirates | British Airways
Indigo Airlines Fun Facts: IndiGo has a fleet size of 224 aircraft, which is considered one of the largest fleet sizes in India.
Marketing Strategy of Indigo Airlines
Indigo Airlines Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Indigo Airlines? Let us discuss.
Segmentation, Targeting, Positioning – Indigo Airlines Marketing Strategy
A benefit segmentation strategy is employed in Indigo Airlines to accommodate the evolving demands of both developing and developed nations. It mostly addresses individuals with the advantages of low prices because air travel is perceived to be an expensive option for travel.
With a judicious approach to targeting markets concerning supply-demand constraints, Indigo within 10 years from its launch has established itself as the top competitor in the industry employing targeted strategies that are differentiated.
In terms of the brand’s image is in the picture, it has established itself as a value-based service that offers hassle-free traveling.
Indigo Airlines Mission Statement
“Providing “low fares, on-time flights, and a hassle-free experience” to our passengers.”
Indigo Airlines Vision Statement
Indigo Airlines Tagline
Competitive Advantage – Marketing Strategy of Indigo Airlines
Indigo is a low-cost airline; a plan that helps Indigo in keeping its costs of operations low while transmitting the benefits to customers who are the final beneficiaries.
Being able to operate only to a limited number of destinations has allowed the company to stay focused and that is the advantage that Indigo enjoys over other companies.
Low operating overhead Indigo employs Airbus A320-200 planes in its fleet. Recently, they received the A320neo aircraft to keep air travel affordable for customers.
BCG Matrix – Indigo Airlines Marketing Strategy
A no-frill option with no meal as well as no options for entertainment are the stars in the BCG matrix because of its affordability and low-cost options, it is in huge demand in this sector. Because of the choices, there are many options, competition is very high too.
Its top services, like Indigo Cargo Indigo Experience and Indigo Experience. are a question mark as customers prefer MNC carriers that have international presence services to be more appealing and offer worth the cost for them.
Distribution Strategy – Marketing Strategy of Indigo Airlines
Indigo operates flights to 40 countries and flying 680 flights has assisted Indigo in becoming an industry leader. Indigo outsources its inflight catering and food items to an external vendor. The food items are provided to customers on a pay-per-use basis.
Brand equity – Indigo Airlines Marketing Strategy
Indigo is the most popular name in India in the industry of airlines. Since its beginning, Indigo has had success in establishing an image of positivity. image for its brand and in commercials where it promotes itself as a low-cost carrier that promises “every time on time” arrival. Indigo has been awarded numerous prizes for being the most affordable carrier between 2007 and 2015 consistently.
Competitive Analysis – Indigo Airlines Marketing Strategy
The Indian aviation industry is overcrowded with a variety of companies. Each company is struggling with its profit ratio. They are rethinking strategies to stay afloat in the increasingly competitive market. In contrast, Indigo has been in line with their “low cost, lost price” policy of “low cost, lost price. Indigo has continuously increased its fleet size. The most recent one of which was the acquisition of the A320neo in February. 1616.
The aviation industry also faces intense competition from other means of transportation, such as railroads and Volvo busses, and the increasing demand for cars.
Market Analysis – Marketing Strategy of Indigo Airlines
India hopes to be the 3 3rd biggest aviation market by 2020. The aviation sector is currently in an expansion period that is fast due to a variety of factors, including LCC (Low-Cost Carriers) advanced technology, and modern airports. Companies such as Indigo drive the expansion of the market through the implementation of several of these.
Customer Analysis – Indigo Airlines Marketing Strategy
The passengers from Indigo Airlines are mostly working professionals as well as the upper-middle-income groups. Indigo Airlines customers are mostly aged 20-45 years old.
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