Service management, Indigo airlines

By ABDUL RASHEED

capacity• Indigo Airlines currently has a fleet of 52

Airbus A320 , with seating capacity of 180 in each aircraft.

• 180 x 52 = 9360 total seats.• Perfect network planning helps indigo to

Carrie 30,000 passengers daily out of its full capacity i.e.1,00,000

Demand, capacity & load factor – chart of indigo

Jan Feb March April May June July August Sep Oct Nov Dec0

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2

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5

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DemandCapacityLoadfactor

Fig in million

(2011)

Innovation• LCC-model: low cost careers• LCCs currently are the drivers behind the

growth of the aviation industry,• Using only one type of aircraft to minimize

Maintenance overheads. i.e. A320• Lean Operating Strategy to maximize

efficiency • Employee welfare and resultant loyalty

Innovation cntd…

• Indigo was among the first airlines to have the aircraft taxi to the terminal with one engine, shutting down the second engine to save fuel.

• Indigo has no loyalty programs, yet half of those flying are repeat customers.

Promotional Strategy

Communication Objectives-Indigo is promoting the below three things majorly as part of its advertising programme—

1) On-time performance ,2) Affordable fares and ,3) Hassle free passenger experience.

Advertisement StrategyHoardings at airports with focus on Best on time

performanceAdvertisement through social networking medium-

Facebook, Twitter, YouTube etcCollaboration with Multiplexes in major cities to

promote the airline and its special offersAdvertisement hoardings in multi-storeyed buildings

and officesAdvertisements in magazines targeting Urban

population

Advertisement Strategy contd..Sponsoring fashion shows, talent hunts, New Year parties

etc.Collaboration with consumer banks, credit card

companies, hotels, ticketing websites to promote special offers, discounts and cash back.

Giving Indigo promotion a local flavour by promoting in regional languages in respective sectors

Sending special offer details to frequent fliers by sms, email etc

Targeting foreigners in Tourist circuits

Advertisement through Social Media

Thank You