BRAND MANAGEMENT

BRAND TRACK
PRESENTED BY:
SHIVANGI TRIPATHI
AGENDA POINTS

INTRODUCTION
BRAND EQUITY PYRAMID
BRAND IDENTITY
STRATEGIES
CAMPAIGNS
COMPETITORS
PROBLEMS AHEAD
INTRODUCTION

India s best performing Low Cost Airline in terms of profit with 42.1% market share.
Set up in early 2006 by Rahul Bhatia of InterGlobe Enterprises and Rakesh Gangwal, a
United States-based NRIA
Fleet of 138 aircrafts.
currently operate flights connecting to 46 destinations 39 domestic and 7
international.
Plans to serve 100 cities in India, South East Asia, Middle East and China by 2025
HISTORY
Set up in early 2006 by Rahul Bhatia and Rakesh S Gangwal
2006 IndiGo s first Airbus commenced operations on 4th August 2006 : New Delhi-Guwahati-Imphal

IndiGo replaced the state run flag carrier Air India as the top third airline in India with market share of 17.3%
2010

180 aircraft Airbus A320 aircraft in a deal worth US$15 billion ; percentage of Airbus aircraft in India to 73%
2011

IndiGo became the largest airline in India with market share of 27%.
2012

IndiGo was the second fastest growing low-cost carrier in Asia

2013 Center for Asia Pacific Aviation ranked IndiGo among the 10 iggest LCC s in the world

IndiGo placed an order of 250 Airbus A320neo aircraft worth $27 bn; largest order in aviation sector
2015 Rs.3,200 crore initial public offering announced

AON Best employer of the year Award ; 10th time in a row.

2017 Current Market Share : 41.4%
TOP MANAGEMENT
Dr.Devadas Mallya Mangalore - Chairman & Non-Executive Independent Director

Dr.Anupam Khanna-A Non-Executive Independent Director

Rahul Bhatia-Promoter and Non-Executive Director

Rakesh Gangwal- Promoter and Non-Executive Director

Rohini Bhatia-Non-Executive Director

Aditya Ghosh- President and whole-time Director

WHY INDIGO??
Emergence of the Great Indian middle class willing to spend money for swifter
travel
For the Individual on the Go,who values time and on- timliness
Budget travel is not cheap travel, Quality of Service

Mission Statement :
To be the best Airline in India by providing the following values to the customer:
- Affordable Fairs
- Ontime performance
- Hasslefree Service

 INDIGO BRAND IDENTITY

IndiGo as an IndiGo as a IndiGo as a

IndiGo as a Symbol
Product Organization Person
Unique Business Cool, modern and IndiGo depicts
India s largest airlines India on the Go and
Model smart
with maximum routes Simplicity by 21 dots
Domestic airline Dependable
Integrity, Customer Fun, Cheeky and
going Global Consistent and
orientation, Future Spunky
Confident
mindedness
Approachable and
On time
likeable
Informed and cost
conscious passengers,
Frequent travelers
BRAND ARCHETYPE OF INDIGO
The Regular Guy/Girl wants to connect

Goal: To belong

Greatest fear: To be left out or stand out

Strategy: Develop ordinary, solid virtues, be down

to earth, the common touch

Challenge: Losing one s own self to lend in

Gift: Realism, empathy, lack of pretense

BRAND EQUITY PYRAMID
BRAND EQUITY PYRAMID
BRAND EQUITY PYRAMID
BRAND EQUITY PYRAMID
BRAND EQUITY PYRAMID
BRAND EQUITY PYRAMID
STRATEGIES

Be visible go all out to project yourself as the Future Market Leader

Go Local Connect with the Middle class
Low Cost And High Quality of Service

Price to be diffrentiated with respect to days before the travel.

High seating density and load factor.
No frills such as free food/drinks or lounges
Targeting segments locally based on seasons and festivals
STRATEGIES CONTD..

Hoardings at airports with focus on Best on time performance

Advertisement through social networking medium-Facebook, Twitter, etc
Collaboration with Multiplexes in major cities to promote the airline and its
special offers
Advertisements in magazines targeting Urban population.
Promoting the below three things majorly as part of its advertising
programme-On-time performance , Affordable fares and Hassle free
passenger experience.
STRATEGIES 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
CAMPAIGNS BY INDIGO

6E hosted the TG Connect Conclave; Celebrated the spirit of fitness

enthusiasts in Bengaluru with Kai Greene and other renowned fitness
influencers.
Collaborated with NGOs to provide relief material to provide extended
support to Assam flood victims.
IndiGo ties up with Rahul Bose s iopi 'Poorna' to salute Girl Power .
India s IndiGo continues to make flying career aspiring; Launches
another Cadet Pilot Program in partnership with Flight Training
Adelaide.
6E s IndiGoReach augments its commitment to enhance the livelihood
of 4000 underprivileged women .
Fit To Fly Campaign- Indigo Launches Gym For Cops.
CAMPAIGNS BY INDIGO CONTD.

People Matters in olla oration with IndiGo .

Sleep With Your Wife
Late Is a Four-Letter Word
Gift of the gapOn IndiGo
ISTIndiGo Standard Time
6EConnection contest
PRINT CAMPAIGNS FOR 106EYEARS
COMPETITORS OF INDIGO AIRLINE
Vistara
3%
GoAir
8%

SpiceJet
13% IndiGo
44%

Air India
14%

Jet Airways
18%
INDIAN DOMESTIC AIRLINES REPORT CARD FOR
NOVEMBER 2016
PROBLEMS THAT CAN ARISE IN FUTURE

Facing risks from growth in capacity as it puts pressure on ticket prices

Increase in competitors.
A global economic slowdown negatively impacts leisure, optional and
business travel.
The continuous rise in the price of fuel is a major threat.
A terrorist attack anywhere in the world can negatively impact air travel.
Government intervention can lead to new costly rules.