VISTARA AIRLINES : MARKETING STRATERGY

CREW MEMBERS

SANJANA IYER19

ISMILE SHAIKH

43

AUSTIN TRINDADE

55

SAVIOFERNANDES

12

RAHULNAIR

32

RAJESHSHETTY

47

Marketing Objective– Create brand awareness about Vistara amongst

domestic flights– Increase the customer base in proportion to the

flights

Target Segment – Business and high end travelers who want

personalized experience and premium service– Mid- level Management who travel for Corporate

purpose– People who are looking for end to end service.

AboutAn Indian airlines based in New Delhi – 51:49 ratio joint venture between Tata Sons and

Singapore Airlines – The carrier commenced Operation on 9th January 2015

and operates 164 flights per week with 5 Airbus A320 aircraft

– First carrier to offer premium economy seats on domestic flights in India apart from the usual Economy & Business class.

ABOUT

VISTARA FLEETS & ROUTES

Aircraft In Service Orders

Passengers

DeliveryBusiness

Premium

Economy

Total

Airbus A320-200 7 6 16 36 96 148 Deliveries by

March 2016.

Airbus A320 neo — 7 TBA Deliveries

through 2018.

Total 7 13

PRODUCTS & SERVICES

OFFERS – • Economy Class (96 seats)• Premium Economy Class (36

seats)• Business Class (16 seats)

IN-FLIGHT ENTERTAINMENT – • For business class passenger - pre-

loaded tablets• Vistara selects BAE

systems IntelliCabin in-flight entertainment system which will stream content to passenger's personal devices

CATERING – Offers 4 different meals (breakfast,

refreshment, lunch and dinner). 1 veg, 1 non-veg dish in economy class 2 veg, 1 non-veg in premium economy 2 veg, 2 non-veg dishes for business

class

• Mobile phone boarding passes• Frequent-flyer program: Club Vistara

MARKETING STRATERGIES FOR POWER LOOK

POWER PRODUCT POWER RELATIONS

MARKETING STRATERGIES PROCESS

TARGET AUDIENCE• New price sensitive customers who

seek quality travel from/to non capital cities.

• Business travellers – existing and new customers seeking a higher quality service compared to other major airlines.

TRY TO UNDERSTAND• Consumer Insights Research• Brand is known but recall is

important.• Completely Different mode of

Advertising.

PROVIDING• Competitively priced without

sacrificing quality.• Modern, innovative and sustainable

alternative providing quality service. (youngest fleet)

• Environment – efficient , sustainable and respectful

POWER LOOK

POWER LOOK

• Road shows and Press conference to Announce its entry to new city

• Connect with travel agents, tour operators and local airline personnel & given information.

• Innovative Advertisement campaigns that connect the people to brand

A V I S T A R A

POWER VISIBILITY + POWER CONVENIENCE + POWER CONNECTIVITY

JOIN HANDS

Fly the new feeling"We Try Harder."

UNIQUE STRATEGY

A V I S T A R A

Avis Rent a Car System, LLC, better known as Avis is American car rental company.

Avis Budget Group operates the Avis brand in North America, Latin America, the Caribbean, India, Australia and, New Zealand.

Avis is the second largest car rental agency in the world

Avis is a leading rental car provider to the commercial segment serving business travelers at major airports around the world, and to leisure travelers at off-airport locations.

Avis was the first car rental business to be located at an airport.

In January 2013, the company agreed to acquire Zip car for $491 million

Their corporate motto is "We Try Harder"

In 1981, the company instituted its system of vehicle tracking, that was not coincidentally named Advanced Vehicle Identification System

‘vistaar’, a sanskrit word meaning “limitless expanse”. •Vistara is a full service airline & Only third full-service domestic airline

•Back in the airline business after 6 decades

Strong ShareholdingTata Sons, the holding company of Tata Group, partnered with Singapore Airlines.Tata Sons holds 51% stake while the remainder is with Singapore Airlines

Ground handling agreement and Outsourcing strategyThe airline has tied up with Air India, which will manage its ground-handling and engineering services.

Airbus over BoeingSingapore Airlines chose Airbus’s A320 for this venture. Aircraft will be leased.

•Team lead and Direction•Tata veteran Prasad Menon is the chairman for TATA SIA Airlines Limited. He also a Chairman for other sector in TATA group of companies

POWER LOOK STRATEGIES

POWER PRODUCT / SERVICE

• Offer in flight lounge in the First Class• Entertainment Service:

Information communication Entertainment

• OnAir: Wifi in the sky

COMPLEMENTARY PRODUCT

GETTING THE ACT RIGHT

Vistara needs to have a cost base that is closer to LCCs, and a premium front-end.

We need to deliver them the service that they would not able to resist

The airline is controlling other non-customer facing expenses as well, including outsourcing services

They give superiority to punctuality over experience. the airline is aiming to achieve higher on-time performance (OTP) through combined efforts

The boarding for each class - business, premium economy, economy is designated, which results in quick processing.

Vistara also announced a strategic partnership with the Taj Group, India’s largest hospitality company.

DIFFERENTIATION IS KEY

Connect to complain sites so to understand customer problems Ask customer problem of travel & try to solve them

Vistara's office has a look and feel of a start-up. Nobody in the senior management - not even Yeoh - has a cubicle or cabin.

Introducing the "premium economy" class. The idea is to cater to people who cannot afford business class - or even people who can afford business class but find it too expensive - but also do not enjoy economy class services

Vistara says it is the only airline to offer exclusivity to premium economy passenger by having a separate cabin.

POWER RELATION

Building and maintaining client relationships is a central part of working life & Leads to re use of service

Communicate Openly and Effectively

Share Your Knowledge

Network

Manage Time and Meet Deadlines

Be Honest and Be Yourself

NETWORKING STRATEGIES

• The option would let you find about & interact with the people you are travelling.

• Buy sharing your linked in profile you become a participant

• This can be used to attract professionals that travel.

POWER RELATION STRATEGIES• Focus on points where we could connect

and leave an image with the customer.

• A customer service center - rebook passengers if their flight is cancelled prior to their arrival

• Offer wireless flight notification to improve information delivery and radio frequency identification (RFID) baggage tags to reduce lost customer baggage

• Offer frequent flyer rewards & loyalty card points which could be used across all brand outlets & service of the company

• Build relationships online: Set up a LinkedIn group, a Twitter profile,

and a Facebook page. Include links to your profiles in all future

communications with clients Use these channels to aggressively

communicate with your customers• Go above and beyond: Implement

anticipatory service

THANK YOU FOR FLYING

WITH