306 Pants | Designing a Custom Real Marketing 10.2 | Ino isan Inca, low-cost carrer which oF fers over 1,800 daly fights connecting 1 nal dost: rhumbor of domestic and internation ‘nations, thon its brand new flet of around 300 Abus A320 and ABZOne0 aires I {5 the Largest ain in India with the max! rmurn rumor of crafts anda mankot share of 546 porcont as of Api 2023. Founders Rahul Bhatia of InerGlobe Enterprises and Rakesh S, Gangul, a S-based NA, setup Iria i early 2006. IniGo took the dovery ofits frst Abus A320-200 anc commenced its operations from 4™ August 2006, By the fend of 2006, the aitine had six aircrafts [Nive more aircrafts were added to the fet in 2007, taking the total to 15, By Decomber 2010, IngiGo replaced the statesun fag- {2p cartier Ai Inca as the tied leading a Je company in Inca with a market share of around 17.3 percent, after Kingfisher Aitines and Jet Airways. By early 2012, in less than Sx ears since its rst ight, Indio had taken the delvery of is fiiethsicraf. By then, i had surpassed Kingfisher Aifines, moving up {2s the second largest ane in india in terms of marketshare and in August 2012, IndiGo became the largest arine in Inca with a mar- ket share of 27 percont. Inthe process, ithad ettroned Jet Away, aulfore and fuser ‘oe carrier known for its excellent customer service that has rued the Inan skies for many years and enjoyed the postion as the market leader. IndGo has rapidly expanded, anditis the only aitine in nda that was proft- able for 8 consecutive years til 2017. Wile ‘most ofthe arines have expanded their mar- ket shares by cutting fares and thereby incu fing heavy losses, Indio continued to make profs, “The bottom ine that afnes are sb losing money ike crazy, The massive rowth in domestic passengers recorded in August and September (2013) is due to low fares. Except IndiGo, every singe player is bloed- ing heavily, One airine may be on the verge of collapse asi is showing exactly the sare symptoms of franca fatigue that Kingfisher id", said an atine oficial Unive the ful service aitines, IniGo does not offer many facities and perks lke the luxury of an executive class, complimentary ‘meals and sot ins, infightenterainent, ran access to a lounge a the airport, et. It plies ‘all economy’ fights wherein meals and soft chinks have to be purchased on board, Its very strict about the hand baggage as well—only one hand baggage that too within the permissible weight per passenger. IndiGo beleves that it can aford to offer the low- et fares by staying focused wtih keeps nor Values piven sraoay and MS Indigo Airlines value and Low sete dar ato cut te ota on ns amonta 10 ‘tin tn of an avornge Ini ions Price ‘omors. oF fun nolly acs xs, so incorporates the nierfaco desi a os that ita rus a ‘are safe and simple ne : snhich resus in ensuring 2 ‘gimmick-tree customer experience at re aays 7 : st make profits? torabl, low fares and yet make Pore, eertompany’ strategy 1s simple. nc Pnary operates one pe of aPIONE fous A320. (Athough, 282 pat ofS Girategy shit, Indigo aso started operat few smaler aircrafts Ike ATR for smaller stances) This poicy of operating only one {ype o aera leads toa tof cost savings. From traning of pits and maintenance staff to standardization of spares—it needs 10 buy only one type of spares that are requied for ‘fous A 820 forts entre let of about 200 ‘reratis—leading to massive economies of scale, Moreowey, it saves significant amount money by not offering ay free meals or soft irks. In fac, the in-fight options Fike buying meals from a preset meru, offering certain seals at a premium pice, and providing fers wih Hello 6E fo-ight catalogue) to browse and buy duty-free tems, ad tothe revenue ‘ofthe aiine Passenger fying with indiGo experience 2 diference right ftom the time they check in, Te Inigo staf atthe counter is prompt, smooth, searess: och tue Shuterstock _ Flying High through Hig, offciont and. courteous Gomos t0 folowing the stanyet™ to wos and th nmr a allowed per passenger. The pojer 2b,” hrandboa per Passenger cnsegs tie Mra. por se wah ca = in loss timo. Italo Kean tant far woight of the aircraft in che senger cargo Woight leads 9 2", ardor mot COMME arg yy, more revenue. TO ensure tray tree boarding of passengers asp rombers, a formal announcemeny tho bus taxing the passengers. requesting the passengers tobe ony fiteenth row onward. to board ss 2'% rear entrance ofthe arora. inign quality by proving passengers yoy and neat seats and tolets wie frew assists in passengers in luggage be seated. The grounds: to complete the routine mandat: on the aircraft in minimum possible simultaneously, the commer plates the necessary papenwors => nur, fight is not delayed for these formats = cease of stop-over fights, IniGo ensure imum possible time at the aipor tes two fights. All these processes ide time for the airine that helps cazeae its overheads and increase the nu fights that the airplane can operas, re, inereasing the revenue generation. nsaps very particular about maintaining the entre leparture ofits fights. ‘Of the many firsts in india, iGo set to announce on landing, the cone t= number from which the passengers canis their checked-in luggage at the cers aipon’s atval hall. IndiGo isthe ony ae nao Brass, Indigo Airlines: The leader of the Indian skies I @ scanned with OKEN Scannere ete designed boarding ramp 2 hoy a painee boar te adety andlor ailing passengers is. Risa very humane concept ‘aly found anywhere in the world esengers wth waking or cimbing 2 oth boarding without causing in- si pe to other passengers or the de- be ight departure. Other anes use Snwtona ladders causing immense ‘ence to the person on wheelchair iniskoan to save cost by keeping an ssa operational cost. It Keeps the av- set age low and usually phases out || zs lier than sx years. This reduces stot mainenance and allows IndiGo to ale and more fuel efficient technol- fats feet. On January 28, 2013, IndiGo ‘rte fist line in India to take the de- indi rst A320 aircraft equipped with ‘the saving wing tip devices. Sharklet ray csigned wing tip devices that im- Pete sires aerodynamics and signifi ‘atte’ fuel bum and emissions {itPecantcn onger sectors. They offer 10.4320 aircrafts operators of ei- ‘3ir9 ound 100 nautical miles more —_ bia tah a aaa x9 tee oat bul obo alta te es sevice anda pest i ightful innovation doos Passenger convenience '9 experience, range or alowing increase pay. Capability of upto 450 kio- Grams. AS per the oficial press felease by IndiGo, it was the frst aitine glob: aly to intodce the sack dens on Sco aircraft powered by IAE Engines, IndiGo analyzed the fact that there are two main types of fiers in India—those who un- dertake emplayer-sponsored travel for official Purpose, and the others who travel on their ‘Own money for personal reasons like vaca- tion, students traveling to and back to ther home town and the place of their institute, ‘tc. The former category mainly chose to fly by full-service airines while the latter prefer 2 low-cost, no fils aitine to save money. IndiGo captured this segment of the mar- ket which earlier used to travel by rll for its vacation and other purposes. It offers them the fight experience, time saved on travel, low cost fares as its USP (Unique Seling Proposition) coupled with ‘always’ on time {most of the times, ‘before’ time) arival and ‘a professional and courteous service. Indigo, thus, offers an excellent ‘Value for money’ proposition to the fiers and has become the most preferred airine. Source ata compte ram enn ate by Jiswa,P..(2029) Domestic ‘ines vate rises 95.7% YoY n Ja; Rakesh snnjunwala-backet Akasa ‘Ais marketshare continues trie Mn Febuary 2, 2023).Acessed {Yom ngs emia com an June 14, 2023. Im January 2023 Akasa 3% Encouraged by the success, it enjoyed in the Indian skies, IndiGo has started fights from New Delhi and Mumbai to select in- ternational destinations like Dubai, Muscat, Bangkok, Singapore, Dhaka, Kathmandu, etc., and is giving a run for their money to many international carers. As a result of IndiGo's low fares, ‘on time’ performance and professional service, many corporate fi- ers travelling officially for their businesses also prefer to fly with IndiGo making the airliner the leader in the business. Acknowledging the response and preference by the corpo- rate or business fiers, IndiGo has started a special service called as IndiGo Corporate Programme for its corporate customers. With the right strategies and clarity in purpose, Indigo has successfully spanned seventeen years, since its frst fight took off ‘rom Delhi to Imphal via Guwahati, and now ranks amongst the 10 biggest low-cost carti- ‘rs in the world by the Centre for Asia Pacific Aviation and has enjoyed eight consecutive years of profitable operations with the largest ‘market share in india." @ scanned with OKEN Scanner