Sales Promotional Activities by Air India
Sales Promotional Activities by Air India
Sales Promotional Activities by Air India
LOVELY
PROFESSIONAL
UNIVERSITY
ASSIGNMENT
NO-3 MGT-634
Submitted by Guided by
CHANDAN KUMAR SINGH MIS JASPREET KAUR
Section-B
CONTENT Page no
Acknowledgement……………………………
03
Objective of the
study………………………...03
Introduction of the Air India………………..04
Introduction of Sales Promotion……………05
Sales Promotion offered by Air India……….06
Reasons for such Sales Promotions offered...11
Alternate promotion offers…………………..11
Impact of Sales Promotional tools used by the
Air India……….………………………..……
12
Suggestion……………………………………
13
Conclusion…………………………………...14
Bibliography…………………………………14
3
ACKNOWLEDGEMENT
I provide full justice to this term paper which is prepared by visiting
various web-sites, magazines, articles etc.
Air India
एअर इंडिया
oldest and largest airline. Its corporate office is located at the Air India
Building at Nariman Point in South Mumbai. It is the 16th largest airline in Asia.
Air India has two major domestic hubs at Delhi and Mumbai respectively and one
international hub at Frankfurt. London acts as a focus city for the airline.
Star Alliance announced on 13 December 2007 that it had invited Air India to join
as a member. Air India is set to become a full Star Alliance member by summer
2011. Air India is a part of the Indian government owned National Aviation
Company of India Limited (NACIL).
Application
All types of journeys in Business Class on Domestic Sectors.
Period of Application
Effective 7th June, 2009 till further notice.
Eligibility
All Employees of the State, Central Government, Public Sector Undertakings or Educational
institutions recognized/aided by Centre, State Government and or affiliated to any of the
University / Educational Boards and their family members traveling on leave and availing LTC
facility.
Highlights :-
Under the scheme 10%disoucnt will be offered on basic fare of Class "D" and "Y" to corporate
AAA+ Government of India Officials (GOI) on their duty travel.
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In cases where Corporate AAA+ (GOI) Official/s travel on their vacation alone or with family
members or family members individually , would be offered 15% discount on basic fare of fare
basis (classes) "D", "Y", "M", "Q", "G" and "X".
Corporate AAA+(GOI) official shall be eligible for an award ticket, on his duty / vacation travel
including his family travel on a given criteria.
Period of scheme: 27th August, 2010 to 30th September, 2010, Extended up to
31st December 2010.
Each Coupon can be used on any Domestic Sector. One single coupon is valid for
travel between any city pair on Air India domestic network (both AI and IC code
flights), where there is no change of aircraft and flight number involved.
Students(50% discount)
Civilian citizens recipients of Gallantry awards (75% discount)
Sports persons participating in National Sports Events (25% discount)
Arjuna Awardees (50% discount)
SCHEME - I
LUCKY 07
( Travel 7 Times and Get 1 Free Ticket )
Travel SEVEN (07) Times on Air India Network either Domestic / International in
Economy Class ex-Delhi and Get an Economy Class Return Award ticket to any
destination on Air India Domestic Network ex-Delhi.
Modalities
Any individual travelling 7 Times on Air India Domestic Network / International
in Economy Class ex-Delhi during the scheme period will be eligible for an
Economy Class Return Award ticket (two coupons) to any destination on Air India
Domestic Network ex-Delhi.
Scheme Period : Travel between 1st October, 2010 to 14th November,
2010.
Class of Travel : Any RBD in Economy Class.
Award ticket can be claimed for self or for any Nominee for travel to any
destination on Air India Domestic Network in Economy Class ex-Delhi.
The offer to be valid on tickets issued across all channels of distribution.
The Award ticket to be issued from Air India Reservations Offices only on
presentation of original boarding cards specially designed for the Commonwealth
Games 2010 having the Stadium picture on it.
On issuance of Award ticket, the original Special boarding cards to be
stamped as “UTILIZED UNDER LUCKY SEVEN SCHEME” and returned to the
passenger after keeping photocopy of the stamped boarding cards for office record.
The boarding cards specially designed for the Commonwealth Games 2010 having
the Stadium picture on it will be eligible for the scheme.
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SCHEME - II
JUMBLE 12
Submit TWELVE (12) original Economy Class Boarding Cards, specially
designed for the Commonwealth Games 2010, of Air India Domestic /
International Network flights ex-Delhi and Get an Economy Class Return
Award ticket to any destination on Air India Domestic Network only ex-
Delhi.
Modalities
A) An individual presenting 12 original Economy Class Boarding Cards,
specially designed for the Commonwealth Games 2010, travel of Air India
Domestic / International Network flights ex-Delhi will be eligible for an
Economy Class Return Award ticket (two coupons) to any destination on
Air India Domestic Network only ex-Delhi.
companies in India. But due to private company completions they give to better
offer to his customer.
Recently Air India has been ranked as the” Most Trusted Brand “in the Aviation
sector in the country in the Economic Times Brand Equity survey 2010 and has
also won the Readers’ Digest Trusted Brand Gold Award for the fifth consecutive
year.
The airline’s domestic network covers 63 destinations including far flung areas of
the North east, Ladakh, Andaman and Nicobar Islands while its international
network has 52 destinations across the USA, Europe, Canada ,Far East, South East
Asia, and the Gulf. Air India’s present fleet of 135 aircrafts comprises a mix of the
wide body B777s, B747s, A330s and the narrow body Airbus A-321s, A-320s, A-
319s, and the B-737s.
An impressive increase of 24.8 per cent in passenger carriage and 14.4 per cent rise
in load factor reflects a significant improvement in Air India’s operating
performance in the quarter October-December 2009, as compared to the same
period last year.
Air India carried 3.17 million passengers in October-December 2009, as
against 2.54 million in the same quarter last year. Likewise, load factor rose
from 55.3 per cent in October-December 2008 to 69.7 per cent in October-
December 2009.
As a consequence of higher passenger carriage and improved load factor, the
operating loss showed a significant 25 per cent reduction from Rs 1152.44 crore in
October-December 2008 to Rs 864.33 crore in October-December 2009. The net
loss also showed a 9.7 per cent decline – from Rs 1632.23 crore to Rs 1473.85
crore.
However, in view of low yields on both the domestic and international routes due
to market conditions, the total revenue registered a modest increase of three per
cent from Rs 3738.59 crore to Rs 3852.14 crore.
Suggestion.
To earn more or more profit Air India should only focus to his permanent
costumer who is travel every day. Like the business man and the other class
people. In the middle class people also want to travel in Air Lines but due to
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cost of the traveling is very high so they not travel in the Air lines. So
according to my point of view if the Air India reduces the cost of maintains
then they provide the chief services. It is the big opportunity of the Air India.
Conclusion.
According to the present situation of market. I found that the immediate
competitors of Air India are the Jet Airways & Kingfisher Airlines.
I feel that there is need for increasing or boosting the promotion of Air India in the
market. Air India wants to show their strong presence in Indian market. Air India
has 1st position in this market. Low profit, better service and low margin rates
make a deadly for the consumers for whom Air lines industry. The overall
performance of the company in India is good. So we say that overall performance
of a service sector is depends on one thing that is better service.
Bibliography.
www.wikkipedia.com
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www.airindia.com
www.scribd.com