Marketing and its importance in aviation

8/11/2019 Marketing and its importance in aviation.

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AN ACCOUNT OF MY INTERNSHIP

ASHWIN RAJU Page 1

Internship Report

09/05/2014

Name: Ashwin Raju

Roll No: 1001AAM006

Batch: 2010-2014

Course: B.S in Airport & Airline Management

Sreenidhi Vaughn Institue of Aeronautics & Technology


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Topics I intend to cover:

.Write about DoctorC

.The team

Introduction

.What is marketing? -11

.Write about importance- 11

.examples of organizations that failed as a result of poor marketing -11

.Target market -11

.Market segmentation-11

.Marketing channels used - excel sheet

.Market Research - what people are looking for

Things that I learnt and did:

. .Advertising channels- newspapers (talk about liaising with paper reps), fliers,

radio(jingle)

.internet marketing and its importance

.Content marketing - fb, twitter, linkedin, adwords 10pg

.Techniques used

.Experiments we did, google analytics

.Customer care

.Recommendations

.Lean marketing funnel

Conclusion

.Aviation industry and its need for marketing


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INTRODUCTION TO THE COMPANY:

My first day at the office: I still remember, my first day at Doctor C was a Friday,

not one of our usual Fridays, but their Fridays were called Fun Fridays. My boss

was the one who answered the door, which I found to be very surprising . She was

wearing her home clothes and flip-flops, not the usual image which would pop into

ones mind when they think of an office. She took me around the house describing

whose office each room served as. Mine was on the first floor. I got formally

introduced to the team of seven, which was divided into three departments; three for

technological stuff, three for handling sales, and, last but not the least, my boss, Ms.

Mansi, head of marketing.

I got to share my office with the technological team because the space was

limited, and hence, I ended up making three amazing friends. Their coding flew over

my head though. My colleagues were very friendly and helpful, and I mixed right in

on the very first day.

I was given a heads up on the work that was to follow, which included:

1. Using Google analytics to look at the stats for the companys website:

http://doctorc.in/

2. Creating quality content for social media marketing.

3. Maintaining a spreadsheet for the analysis of various marketing channels

used.

The company had an internal chat application which made communication very quick

and simple. I understood, at the end of my tenure that communication played a key

role in any kind of relationship and that it was a major deal breaker. I was also

introduced to a website called Asana which helped people assign tasks and

schedule them accordingly.

Overall, my first day at the office was fantastic and I knew right away that Id

get a lot to learn.
http://doctorc.in/http://doctorc.in/


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What is a market?

A market can be defined as an organization which facilitates the exchange of goods.

Marketing: Simply put, it is a process of the society by which people get what they

want and need through creating, offering & exchanging products and value with

others. A demand is something that a customer is willing to pay for, and a want is

anything a customer has a desire for. When the customer can back his wants with

the power to purchase, the wants turn into demands.

On the other hand, a need is something that a customer finds to be very

important to his life and health. The final goal of marketing is to sell the product in

order to create profit for the producer.

Marketing finds out what consumers want, for example, a solution to a problem, and

then producing something that will satisfy that particular want; and then seeks the

best way to price, promote and distribute the product.

In this modern age of marketing, the focus has shifted from solely being product

oriented to being consumer oriented.

Aims or Objectives:

Smart application of marketing policies

Formulation of policies and implementation of the same for positive results

Analyse related problems and come up with solutions

Find sources for better info regarding market problems

Strengthen the current marketing efforts

Take suitable action as deemed necessary


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Importance of marketing to the society:

The function of marketing plays a vital role in todays society. The following

information substantiates the same:

Marketing acts as a link between the customer and the producer. It also bring

new products to retail stores which will be available for purchase there after.

Helps improve the standard of living of the masses. When the goods are

produced on a large scale, the prices automatically fall and hence, the

reduced prices directly improve the standard of living.

Marketing at its highest efficiency cuts costs to the minimum, reducing prices

as a result, thereby increasing a customers purchasing power. This whole

process will play a vital role in increasing a nations income.

For uninterrupted flow of production, there will be a need for continuous

marketing efforts. This necessity for marketing will in turn produce many

employment opportunities.

When production is surplus, marketing helps sell the excess goods produced

in other markets where there is a need for them.

Importance of marketing to the Business:

One of the things that marketing does is that it helps spread the word about

the business to potential customers, without which they would never be aware

of a business offerings.

Once the word about the product or business is out, it highly increases the

chances of customers purchasing the product. Without marketing, the sales

might not happen, which will be a direct inhibiting factor to the success of the

business.

A companys success is also related to the reputation that it has. As the

reputation grows, the business will automatically flourish as the customers will

be compelled to go for a good product. This reputation can be built by taking

part in community programs, communicating effectively externally and by


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making available quality products. These efforts are all backed by marketing

efforts.

Marketing helps spread the word about a products or services price, not only

to the targeted customers, but also to its competition. Marketing helps the

business to be competitive and also helps it to try and win its customers

before its competitor does. In the absence of competition, newer or not so

famous companies would have little chance of ever achieving success. In

other words, marketing helps sustain healthy competition, thereby giving

newer or less famous companies a window of opportunity to be successful.

Market research: It is one the most important functions of marketing. It

researches your target customers and finds out what their needs are, the

current trends and then looks for a product to satisfy those needs. Also, it

involves finding important information about the competition, what their

products are and also at the success rate of their past marketing campaigns.

Even though marketing plays a vital role in the success of a business, it can turn

out to be very expensive. Businesses would probably have to spend 50% of its

sales in the very first year on marketing, followed by gradual reduction in thefollowing years, which would still total up to a substantial amount. The best

marketing efforts should therefore be a combination of web presence, P.R,

advertising through print and electronic media, community events, trade fairs etc.

Market Segmentation:

Market segment is defined as a group of customers who have enough in common

amongst them that they serve as a feasible base for a combination of factors of

the marketing mix. The process is known as market segmentation.


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Market Segmentation of DoctorC:

Geographic Demographic Psychographic Behavioural

Region-

Hyderabad

Age: 35- 65 Attitude: Pro-

active & reactive

Benefits Sought:

Discounts

Population type-

Urban &

suburban

Gender: male &

female

Values: N/A Brand Loyalty:

New customers

Population

Density: N/A

Income:

10k+/month-

80k/month

Interests: N/A Usage rate:

Chronic patients

Climate: N/A Education:

literate

Opinions: N/A Buying on

occasions: N/A

- Social Class:

middle class

- -

- - - -


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Ideal Target Group for DoctorC:

1. Age: 35-65

2. Gender: Male & Female

3. Employed: Yes

4. Live in Hyderabad

5. Belonging to middle class

6. Education Level: Literate

7. All people looking for diagnostic tests

Marketing Mixrefers to the choices that an organization has to make in order bringits product or service to the market. The best known way till date used to define a

marketing mix is the 4Ps model by E J McCarthy.

An effective way to understand the model is by asking questions thatll help define

the marketing mix. Given below are a few examples.

4Ps:

1. Product:

What are the customers wants and needs?

The features itll need to meet those needs.

Any features left out?

Any expensive features that wont be useful to the customer?

What is its appearance like? How will customer experience be like?

The points on the basis of which it is differentiated to the competitors product.

2. Price:

How valuable is the product to the customer?

Comparison of price to competitors.

Will a reduction in price result in a higher market share?

What type of discounts should be offered?

Is there an established price point1for the product?

1Price at which demand is supposedly high


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3. Place:

Where does the buyer look for your product?

Do they buy it online? Competitors strategy? How can you differentiate?

Is there a need for a sales force?

Do you need to attend trade fairs?

Is there a need to send samples to companies that make catalogues?

4. Promotion:

What kind of advertising channels will we be using? Is there an optimal time to promote?

Is your market seasonal?

Are there any issues thatll affect the launching of your product or any other

upcoming promotional activities?

What is the competitors strategy? Will that affect your choice of strategy?

The 4Ps is just one of the few models out there that can be used to define a

marketing mix. There is an other model called the 7Ps2, which is an extension of the

4Ps. In addition to the 4, the other three Ps are; people, processes and decisions

pertaining to physical localities.

Yet another model is the 4Cs3model. Here, the constituents

of a marketing mix are presented from the perspective of a buyer, which is exactly

opposite to the 4Ps model. Listed below are the 4Cs:

1. Customers needs and wants = Product2. Cost = Price

3. Convenience = Place

4. Communication = Promotion

Market Research

27P- Boom & Bitner

34Cs - Lauterborn


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It is the process of collecting information regarding consumers or target markets. It is

sometimes mistaken for marketing research, but the both arent one and the same.

Market research is with regards to the market, whereas marketing research mainly

focuses on the processes involved in marketing. It is a vital factor when it comes to

remaining competitive over your competitor. It makes available the information

needed to identity and analyse the needs of the market, the size of the market and

information regarding the competition. Market research is of two types; the primary

research which comprises of qualitative and quantitative research, and the

secondary research.

Factor Primary Secondary

Original info gathered by Yourself/someone you

hired

Someone else

Examples Questionnaires

Observations

Interviews

Experiments

Focus groups

Searching for data which

already exists is secondary

research

Qualitative/Quantitative Either one Either one

Key Advantages Tailored to your needs &

quality

Quick & not costly

Disadvantages Costlier & longer process Outdated data/not specific

Searches Unique page views Bounce Rate


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No search 6 0

MRI+LS+SPINE 6 100

MRI+WHOLE+SPINE 8 0

MRI BRAIN PLAIN 8 0

MRI+PLAIN 4 0

Doppler+Penis 3 0

MRI+Brain+with+Contrast 4 0

MRI 4 0

MRI+CERVICAL+SPINE 2 0

MRI+KNEE+JOINT 2 0

For instance, the above table is an example of one method of primary research, i.e.

observation. I would, with the help of an analytics software keep a close track of

what people were looking for on our website. Also, I was able to determine whether

the information they were looking for (need) was available on our website or not.

This constant monitoring of peoples needs helped us improve our online database

and also proved profitable to the business.

In the above table, unique page views refers to the people who

looked at a particular page. Even if a particular person was to visit the pagerepeatedly, the unique page views would count that view as a single unit. That way,

we would have a realistic & unexaggerated number to draw our conclusions of

customers needs from. Also, our bounce rate numbers helped us to pin point the

glitches that caused high bounce rates and improve the same.


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WHAT I LEARNT AND DID DURING MY TENURE AS AN INTERN

Marketing Channel Analysis

On the very first day of my internship, I was introduced to microsoft excel. The

company used excel sheets to keep track of their marketing efforts. Since DoctorC

was a start up, their lack of heavy financial potential was understandable. This is

where I realised that numbers played a very important guiding and deciding role, like

a lighthouse guiding the ships. I was given the responsibility of keeping track of the

feasibility of various marketing channels used. I learnt how to carry out basic

functions like making tables, writing formulas, analyse information from the excel

sheets and making conclusions. Id make a report of my weekly analysis and mail it

to my boss. As I got a hold of things down the road, I understood that some of our

marketing channels werent feasible. The numbers from the excel sheets sure did

help us in figuring out our marketing strategies. Below is an example of the

marketing channel analysis that I used to do on a weekly basis.

Source Traffic/Leads SalesConversion

%$

spentCost per

acquisitionAverageConversion

Dec-13

JustDial 124 27 21.77 1950 72.22 28.95

SEO/Internet 41 20 48.78

Returning 21 10 47.62

WOM 14 7 50

SMS Retargeting 28 2 7.14

Jan-14

JustDial 161 32 19.88 1950 98.11 20.36

JD DC 138 6 4.35 5125 1,178.75

SEO/Internet/Adwords 62 26 41.94 17500 417.31

SMS Retargeting 25 2 8 2615 326.88

Returning 42 13 30.95

WOM 28 15 53.57

Unknown/Blanks 40 7 17.5


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An understanding of the above sheet:

SourceThe source of the customer/ lead

TrafficNumber of people who contacted

SalesPeople who purchased

Conversionnumber of people who purchased out of the people who called

$ spentcost of marketing channel used

Cost per acquisitionthe cost to acquire one customer

Average conversioncumulative conversion rate of the traffic received

Conclusion: During my tenure as an intern, I concluded that two marketing

channels; SMS Retargeting & Google Ad words werent proving to be productive norfeasible for us and hence we put an end to both of them.

Advertising Channels

Another responsibility that I was given was to explore all the advertising options

available. This also was a process of elimination of classic advertising methods with

respect to DoctorC. As a part of this endeavour, I was to find out:

The prices of advertising in any particular media

The audience that they catered to

The market research information of their audience

The extent of feasibility of that particular channel

Their ability to cater to our needs as a customer

With regard to the task that I was given, I short listed a variety of options for the

same. The options included newspaper advertisements, mom and pop stores, radio

commercials, kiosks, old age homes, social groups & flyers.

1. Newspapers: Firstly, I started off by making a list of all the prominent

newspapers in the city. The, the mammoth task of compiling a list of all their

contact information followed. Once that was done, the next obvious thing was

to spend days on the phone and loads of emails initiating contact with each

and every one of them asking them for all the information stated above.


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Finally, after all that effort that went into it, we came to the conclusion that

newspaper advertisements, with their exorbitant prices would prove to be too costly

for us in the early stages of our growth. Hence, we thought that theyd come in handy

when we were no longer a budding organization.

Flyers: Next followed the task of designing and making sample flyers which could be

distributed through newspapers, magazines and other sources of print media. This

task demanded that I put my imagination and creativity into effect, also that I have an

understanding of the psychological effects of various colours on humans.

Colours play a very important role in persuading a customer to

buy a product. In marketing, it is vital to understand that customers place a much

higher importance on visual appearances than other features of a product. In our

case, our product was virtual, i.e. giving discounts on diagnostic tests. Hence, to get

the attention of the people through flyers, we decided to use information regarding

the relation between buyer behaviour and colours for the same. Following is a short

note on colours and their effects;

GreenGives off vibes of freshness, of being calm, relaxed and of peace.

The negatives include giving off the feelings of being bored & of sickness. Bluemakes a person feel cool, calm and conveys intelligence to customers.

The cons include the feelings of being sad, aloof and unfriendly.

YellowThe pros include feeling happy, optimistic, affectionate & fun loving.

The negative effects caused are that of anxiety & cautiousness.

BlackPros include being powerful, elegant, significant etc. The negative

effects include feelings of death, distress and abuse.

RedIs a very passionate colour. Stands for power, swiftness and bravery.The negatives include giving off vibes of danger and hostility.

PurpleRepresents luxury, of being revolutionary, of being divine and alert.

The negatives include feelings of being moody and depressed.

White - Pros involve being pure, innocent, honest and clear. Negatives

include feelings of being unfriendly, harsh & lacking excitement.

OrangeThe positives include being fun, powerful & secure. The negatives -

gives off the vibes of being frustrating and immature.


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Once we decided on what colours to go with, I came up with the following flyer

samples.


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Radio Commercials:

The third option that we came up with was to advertise through local radio

commercials. This involved thinking outside the box again, with the goal of coming

up with something catchy as well as practical. This also involved liaising with

musicians who were willing to write radio jingles for us.

The next step involved liaising with radio channels and asking

them questions regarding their customer base, the demographics of their customers,

their peak times and finally, their tariff. This survey ended up giving us some

interesting facts; most importantly, that the largest number of radio listeners were

home makers, which we figured werent the ones taking financial decisions.

To conclude, even this option was abandoned because it did not cater to our target

audience.

Figure 1A campaign plan prepared for DoctorC by a leading radio channel in the city.


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Kiosks:

Another advertising channel we decided to focus on was the setting up of kiosks at

seminars, conventions or any place where people gathered in large groups. For this

purpose, we started liaising with various meet-up groups in the city who were bound

to have gatherings in large numbers. Finally, we decided to partly sponsor an event

conducted by The Toastmasters Club in exchange for setting up of a kiosk.

Some other clubs asked for exorbitant sums of money, going up to Rs.25000/day.

The end result of the kiosks was not too productive though. We hardly got enough

leads from the kiosk.

Old Age Homes:

Once the flyers were up and running, I came up with another idea to use them. I

figured that old age homes were perfect for our target market. Later, I contacted

almost a dozen old age homes, liaised with them and then ended up visiting each

one of them, posting the flyers up and spreading the word to all present. This

experiment of ours bore fruit though, with a considerable number of leads coming

from old age homes. They still continue to produce leads.

Social groups:

This experiment involved compiling the list of all the social groups in the city, liaising

with them to advertise for us in exchange for a commission. Sadly for us, none of

them were interested in our proposal. This proved to be the worst experiment of all.

Mom & Pop Stores:

This was our most important experiment and the very last experiment that I worked

on. This experiment lasted for one whole month.

To begin with, in one of our brainstorming sessions, we came up with

the proposal of asking individual and chain diagnostic stores to help us with

spreading the word about DoctorC. The diagnostic stores were a definite bet since

itd be profitable for either one of us. The doubt was regarding the effectiveness of

mom & pop stores to get the job done and hence, we decided to test it.


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For this purpose, I compiled a list of all the diagnostic stores in one part of town.

Later, I visited every one of them putting forward our proposal; to pay them

Rs.10/their customers phone number that theyd send us. A few factors of the

experiment:

No minimum targets

Pitch DoctorC to all their customers, try to get their phone number in return for

a compensation of Rs.10/number.

Observations of the experiment:

Customer base was comprised of mostly illiterate people.

The people werent willing to give their phone numbers.

Literate people preferred to go to chain diagnostic stores.

The stores already had a tie up with a practicing doctor, which was

contradictory to us.

The store owners werent interested in the added effort.

Wouldnt pitchDoctorC to a female customer base.

Total number of leads in a month from over a dozen storesnot greater than

5.

The end result: As a result of an experiment that lasted one month and lots of

travelling on my part, we were able to conclude that the mom and pop stores werent

going to be of any use to us. Hence, we eliminated them as a potential option and

went on to make a deal with one of the leading diagnostic stores chain in the city.


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INTERNET MARKETING

Internet marketing refers to the process of marketing and advertising products on the

web and using email to propel sales via e-commerce, in accompaniment to web sites

and sales via e-mail. Internet marketing is generally used in addition to traditional

forms of advertising discussed above.

Internet marketing is sub divided into three parts:

Web marketing comprises of e-commerce web sites, online websites

specializing in marketing, results on search engines & results of search via

search engine optimization.

Email marketing is again two fold; it can be used for advertising and also for

promoting messages pertaining to marketing via e-mails to existing as well as

prospective buyers.

Social media marketing is all about advertising as well as marketing a product

through social networking sites such as Facebook, Twitter, Linkedin &

YouTube.

The importance of internet marketing:

Convenient: As a benefit of internet marketing, a business can operate 24

hours a day irrespective of weather conditions, availability of staff, opening &

closing timings, employees over time payments etc. Also, it makes things

convenient for the customers, as they can browse the products from

anywhere and at anytime and buy according to their convenience, without any

hassles involved.

Huge Reach: Today, with the advent of internet, The World has become asmaller place. It enables to open up business anywhere without the need to

setting a physical shop up. This helps widen ones target market. Also, goods

can be exported to international destinations without having to hire distributors

overseas. However, selling to international destinations would require an

understanding of local markets and their rules. This is where hiring of

localization services would come in handy.

The price: Online marketing efforts are much cheaper than a physical store.

There wont exist the costs of maintenance, property rental etc. Also, there


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wont be any need for stock in the store. Stock can be purchased with respect

to the demand.

Personalization: One major advantage of internet marketing is that it enables

one to keep a track of customers preferences and buying history, which can

then be used to personalize offers for them. By keeping a track of the

websites that a customer visits, and by keeping track of ones interests, a

business can make offers that target those interests.

Relationship: Another positive aspect of internet marketing is that the internet

paves the way for building relationships with customers and also helps retain

them. When a customer purchases something online, the businesses have

the option of following up with e-mails to confirm the purchase as well as to

thank the customer for the same. That sets the beginning of a relationship.

Later, sending offers that are personalized and special will help maintain that

relationship. Also, customers can be requested to give a review of their

experience on the website, which helps build confidence for future customers,

as well as creating the sense of a community.

Social: The last, and probably the most important aspect of internet marketing

is that it helps make the social media advantageous to a business. According

to a study conducted by the Harvard Business School, there is a relationship

between social media and growth of online revenue. According to that, a

group of buyers who showed interest to the influence that social media made,

increased sales by 5%. This sort of influence can be taken advantage of by

adding social networking and its tools to ones internet marketing campaigns.

To conclude, we see how internet marketing opens up doors to massive potential for

online revenue, as well as creating a business that runs 24 hours a day, 7 days aweek. To top it off, internet marketing helps build customer confidence through the

presence of social media, which is one of the most important keys for retaining a

customer. All in all, internet marketing is gold for ones marketing efforts, and

anybody who isnt already using it is missing out on a fortune.


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LEAN MARKETING FUNNEL

To being with, this was another important thing that I had to read up on and

understand. A lot of emphasis was laid on this particular topic due to the fact that it

applied most definitely to start-ups. Hence, I was given the task of understanding

what it was about and then had to implant my understanding into effect with the

guidance of my mentor. The following is a note on the lean marketing funnel.

Almost always, start-ups face trouble in the form of convincing people to use their

products. This problem is almost always caused because of the mind set that start-

ups have. Start-ups focus all their efforts on to three factors; the traffic that they

receive, the users generated and the revenue that is generated. The following flow

chart explains how most of the start-ups think about their user flow:

First Phase: Get traffic

Second Phase: Dont know

Third Phase: Obtain Users

Fourth Phase: Dont know

Fifth Phase: Earn profits

The main reason behind this is that start-ups dont really concentrate on how the

visitors to their site convert to users, or how exactly the users convert to being a part

of their active users. Also, the three phases mentioned above are not the most

important phases of user flow, but the most important phases are the ones that most

of them fail to identify.

Hence, any start up that faces trouble in getting users should first try to

figure out their user flow. The following is the user flow for any typical product:

People get to know about your product

Then they visit the website

Next, they register for an account and give it a try

They repeat that a couple of times over the next couple of

weeks

Later, they will refer a couple of their friends

At last, they pay you


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The above user flow is a typical model for most of the products on the web.

User States

One very important thing to understand is that every person, at every step in the user

flow has an equivalent user state. For instance, when someone visits your site for

the first time, they are called visitors. Next, if they register and use the product, they

turn into users. Later, if they continue using the product, they will be termed as active

users.

So, at any instance, one will have many visitors with every one of them at various

user states. When taking into account a group of your users, only a particular portion

of them will be active users. Hence, in lean marketing, the marketer is called agrowth hacker. The growth hacker is primarily responsible for finding out ways to get

the users from one state to the other, as smoothly as possible. Figuring this out can

seem to be a Herculean task sometimes. This is where the lean marketing funnel

comes in.

The Funnel

Sometimes, across various products, user states and user flows vary in a very broadmanner. Therefore, it would be sensible to break the user flow into a set of stages.

The set comprises of five stages which are applicable to almost any product.


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Acquisition

The visitors visit your homepage or any other page through various sources,

sometimes from the press, as a result of traffic from search engines, sometimes from

blogs or simply by hearing about your page from someone else.

Activation

Once the people visit your website, they might end up having a happy or bitter

experience depending on their interaction with the site. A happy experience would

result in the visitor probably taking an initiative like the setting up of an account or by

submitting their on the site in return for more information.

Retention

This stage of the marketing funnel is defined as one where your users turn into

active users. As a result, they keep returning with the intention of using your product

and stay engaged every single time.

Referral

If your active users are happy with your offering, they will go on to share it with the

colleagues, friends or relatives who then will have to be taken through the whole

process.

Revenue

In this stage, one can legalise their customers using their product through one or

more of the following ways; maybe through advertising or in the form of lead

generation, development of business or plain subscriptions.

Referral, which is a variation of the process of

acquisition, is considered to be separate from acquisition in a lean marketing funnel,

primarily for two reasons. Firstly, a start-up will need to have a considerable base of

active users for them to refer a product to their friends. It isnt necessary that all start-

ups have a base of active users in the beginning, which deletes referral as a form of

acquisition to them.

Secondly, in growth hacking, referral is another world in itself.


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Advantages of lean marketing

Talking about the lean marketing funnel, there are three major advantages to it.

Firstly, once you setup an analytics software for your website, you can easily

measure the conversion rate for the people coming to your website, helping identify

the glitches in your flow of users. For instance, most start-ups have a good rate of

success in their acquisition phase, but then activation part seems to take a hit, which

means that the people dont end up registering for an account.

In a few other cases, start-ups see a lot of people creating their

accounts on the website but very few of them turn out to become active users of that

website. This can be identified as a problem of retaining customers.

In any case, the solution for the problem is not by sending heavier traffic to your site

because it would be irrelevant to focus on your problem of retention with a solution

pertaining to acquisition. This is exactly where the analytics software will help pin

point the bottleneck in the funnel.

The second advantage one can get as a result of using the

lean marketing funnel is that it gives us a way to identify and then categorize tricks

and techniques, also called growth hacks, which can be put to test with the hope of

overcoming a road block in the funnel. For example, once you know youre facing the

problem of activation, using a lean marketing funnel will make it easier for you to

figure out growth hacks which were used to solve the problem of retention by others

in the past. An example for this would be, when you visit a website as a result of

something interesting that you clicked on, one of the activation techniques is that

youd be requested to register for an account in return for amazing information at

regular intervals.

The third and final advantage of a lean marketing funnel is that it creates the

scenario for marketing that can be approached in a lean manner. Lean marketing,

simply put, is highly focused marketing.


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ASHWIN RAJU Page 27

Growth Hacks That We Implemented

As a start-up which was still in its early stages of growth, we at DoctorC, with the

help of our analytics software were able to identify that we were facing a lot of

trouble in getting users to our website. That is when decided to experiment with tried

and tested growth hacks to solve our problem of acquisition. We carried out the

following experiments:

Blog: One of the most famous ways to get traffic to ones site is through

blogging or by asking guests to come blog. The reasons why they work very

well in getting traffic is because they have a lot of keywords in them. These

keywords are recorded by Google and hence, when anybodys search

includes these keywords, the blog shows up on the results. Also, blogs

educate people by giving them information. The people who receive

information about your offering are more on the brighter side of moving

through the funnel. Finally, people consider blogs to be written by experts or

well informed people, and hence people would prefer a product produced by

an expert compared to a person who they perceive as a nobody.

DoctorCs blog:http://blog.doctorc.in/

Presentations: Another great way to get traffic to your website is by giving

presentations at conferences or places where people gather in large numbers.

One of the main advantages is that almost all conferences are recorded on

video. These videos can then be uploaded to social networking sites or

attached to e-mail campaigns, or can go up on your blog, counting as quality

content. Also, presentations are a great way to persuade people in large

numbers, especially groups that are relevant to your product.

Search Engine Optimization: It is defined as the process of increasing a

websites visibility in the results of a search engines original search results.

Once a website can optimize their search engine results standings, the result

would be an increase in user flow. This can be done by creating quality

content in the forms of electronic books, how to guides, guest blogs or blogs,

conference presentations etc.
http://blog.doctorc.in/http://blog.doctorc.in/


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ASHWIN RAJU Page 30

THE AIRLINE INDUSTRYS NEED FOR MARKETING

From the pieces discussed above, it is very obvious that solid marketing is vital for

the success of especially a start-up, but also for every other organization out there.

For the purpose of this paper, the airline industrys need for marketing is going to be

discussed in the following pages.

For there to be competition within the airline industry is obvious, but very

few would be aware of the fact that the airline industry also faces tough competition

from other industries. This competition is the result of other industries satisfying

customers needs better than the airline industry. Upon research, the following were

found to pose a lot of competition to the airline industry:

TRANSPORTATION

Transport is a social need for every individual.

Individuals satisfy this need in less monetary terms.

Surface transport poses a huge competition for the airline industry.

Surface transport can provide a level of service in terms of comfort and door

to door service, which is sometimes better than the airlines

In the future, this form of competition is likely to become more prominent

because the governments are planning to invest on improvement of surface

transport, especially through rail.

COMMUNICATION

Air transportation was used extensively by multinational companies for theirmeetings.

Travel was essential for their meetings back then.

With the advancements in technology, the world has seen a revolution based

on video-conferencing, conference-calling and e-mail.


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ASHWIN RAJU Page 31

In the future, video conferencing will become even cheaper and also better in

quality. As an effort to support that, many companies are now investing a lot

in video conferencing suites for their staff.

With the recent economic depression burning a hole in almost everyones

pockets, the companies have resorted to cost cutting, which also means

cutting down on air travel for business purposes.

LEISURE

Thirdly, airlines today are facing intense competition from the leisure industry.

Customers are faced with the choice of how to best use both their disposable

income and disposable time.

Disposable income can be defined as the amount of money that is

available to the households for spending and saving after their taxes have been

accounted for.

Disposable time is defined as the amount of time a person can afford to spend

without facing any adverse consequences.

In the past, disposable leisure time was used for taking holidays that involved

air travel. Today though, people have changed their preferences and prefer to

spend their disposable income and time on buying new consumer items.

LOGISTICS

Another front where the airline industry faces stiff competition is the freight

industry.

On that front, it is rarely possible for airlines to compete successfully against

surface transport on the basis of price.

The main advantage that surface transport provides is good logistics at an

affordable price. Hence, people are showing more interest towards surface

transport rather than air transport.


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ASHWIN RAJU Page 32

INFORMATION

Finally, the last front at which the air freight industry poses stiff competition, or has

been already ousted out of is the information industry.

In the mid 1980s, newspapers were the classic air cargo in the sense that

outdated paper had no value and therefore speed was of the essence in

getting them to their market quickly.

But now, to cut costs, newspaper publishers have come up with a new

alternative by using satellite printing stations. That way, the papers can be

printed near to where they will be sold and distributed by truck for a much

lower price.

Looking at the competition that the airline industry faces from the above discussed

factors, Ive arrived at the following recommendations:

In the case of transportation, where airlines have the possibility of facing stiff

competition from rail transport, the choice between the two would be

dependant on four factors: cost of travel, total time for the journey, time spent

waiting & ease of access at the start and end points. Out of the 4, the 2 mainfactors that airlines should focus upon are the waiting time and the ease of

access, because this is where rail transport is better comparatively.

In the case of waiting time, the check in process takes

hours compared to rail transport which is almost instantaneous. Also, airports are

usually built outside city limits which makes accessing them quite difficult, but rail

stations are always located in the centre of the city.

There is also an alliance possible between the two where

rails can get in PAX from cities without international airports to cities that have

one.

e-mail campaigns: Another strategy that airlines should implement is the use

of e-mail campaigns. The most important thing to focus on would be to get the

approval of the people. Once that is done, an analytics system can be

installed to analyse the results of the campaigns and growth hackingtechniques can be used to improve numbers in various parts of the marketing


33/34


ASHWIN RAJU Page 33

funnel. Special emphasis should be laid on the kind of message that will be

sent, on the basis of the needs of the target audience.

Airlines apart from low cost airlines should be offering value to the customers

by making available new features according to the passengers needs.

For instance, Etihad Airways has given a premium

outlook to air travel by adding a suite to its offerings for passengers who prefer

the luxury. It is all about looking at the product through the customers viewpoint,

also called lean marketing, and then delivering that need. Etihad has also gone

out of their way to provide flying nannies!

Social Media: All the airlines should make it a point to be active on social

media, not just to create a social presence for themselves but as an

additional step for offering a platform of communication between the

passengers and the airline. The platform can also be used to share

important information or for the purpose of creating contests to engage

users or for providing quality content to the customer.

Other Strategies: Airlines should also implement other strategies like using

or switching to fuel efficient aircraft to cut their fuel costs. Also, on short

haul routes, airlines should abandon business class or first class and offer

aircrafts serving a single class which will offer a value for money.

To conclude, weve seen the threats that the aviation industry faces from within the

same industry as well as from different industries. The future of aviation is definitely

going to be very challenging, especially with the de-regulation. The competition for

the airline industry will be tough, but with the right marketing strategies and the ability

to adapt to new conditions immediately will secure a promising for future for the

airlines.


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