Beruflich Dokumente
Kultur Dokumente
a2zmba.blogspot.com
hrmba.blogspot.com
mbafin.blogspot.com
These are a few of the many reasons for the increasing popularity of the airlines.
In terms of quantity the airlines industry turnover in the year 99 was
approximately 44 billion, 14 million passengers traveled using its services. Till
recently, Indian Airlines had a monopoly in the sector. However, in 1993 the skies
were opened for private participation and 8 airlines got the nod to commence
operations. Of these, only two have survived - Jet Airways and Sahara Airlines.
The market share of Indian Airlines vis-à-vis private players is given below.
Airlines Market Share Aircrafts Owned
COMPANY
ENABLING PROMISES
MAKING PROMISES
PROVIDER CUSTOMER
KEEPING PROMISES
• Company: This is both the dreamer and the offerer. It is the various
airlines, which offer its aviation services to satisfy the customers demand
for transportation from one destination to another. For e.g.: The Indian
airlines
• Provider: these are finally the people who interact with the customers.
They are the ones who carry out the final transaction. The customers
actually come in contact with the service provider and not the company.
For e.g.: The Airhostess and the crew.
The interaction between these three parties while providing the service takes
place in the following manner:
• The company is established with the basic objective of providing the
specific transport service. Thus the airline industry with players like Indian airlines,
jet airways, Sahara airways etc came into being.
• The air service provider that is the company communicates with the
customer and makes him aware of the services. It makes promises to the
customer through advertising through various medias.
For e.g.: the TV ad of Indian airlines advertising its new sleep in seats.
• The customer who gathers knowledge about the service approaches the
company for availing his service in order to satisfy his need. This interface of the
customer with the company is through the customer’s interaction with the
providers of the company. The company enables its promises to the customers
through setting up facilities to deliver the promises that is by setting up ticket and
enquiry counters. The outcome of the “to be transaction” is determined by the
interaction between the provider and the customer. Hence the company aims at
offering its providers with the required infrastructure and training to optimize the
quality of the transaction.
For eg: Yearly employee training programs and performance appraisals done by
Sahara airlines.
The three strategic points where the provider and the customer interact are :
Advertising:
As any other service, the air transportation service needs creative advertisements
to promote their business. This is the first component of the promotion mix, which is
based on professional excellence of the advertising agencies. In view of the rising
cost of inputs and increasing the impact of world wide economic depression on the
air transportation, there is a need to make the advertisement budget optimistic vis-
a- vis optimal. This is essential to regulate the multi-dimensional expenses found of
unproductive nature and instrumental in making the service expensive. The telecast
media and the print media are found important while promoting the air business.
While advertising through the telecast media, budgetary constraints and budgetary
provisions should be considered. Also the quality and nature of target market and
level of expectations should be kept in mind. The advertising professional need to
make the advertisement slogans, campaigns, message proactive to the generation
of business. The airlines have also to make it sure that whatever the strategic
decisions they make to promote the business are in a position to establish an edge
over the promotional measures of the competitors. They are also required to assign
due weightage to the efforts made for the projection of a positive image. The Indian
Airlines as well as Air India have been facing the image problem but the
advertisement may be efficacious in transmitting the facts and removing the image
problem. It is essential that while advertising one has to keep ion mind the image of
the country, the natural scenes, the tourist attractions, rich cultural heritage or so
which would energise the process of motivating the tourists. It is said that both the
domestic as well as international flights have been facing the problem of poor
occupancy ratio and therefore nothing concrete or positive can be said about the
products and service offerings or multi-dimensional attractions/ benefits given by
them. While advertising, it is impact generating that we select an opportune
moment of flight, an attractive scene of take-off, high attractiveness of personnel in
general and the air hostess in particular, the landscape of an attractive tourist
center, wild life sanctuaries, lake, park and so on. The air transportation services
can also use the broadcast media.
Publicity:
Sales Promotion:
A component of promotion adopted for a particular period to touch the target and
withdraw the measures when the time is over is known as sales promotion. The tool
based on incentives is found instrumental in sensitizing the users. The travel agents
contribute a lot to the promotion of air transport business and therefore we need to
think in their favour on a priority basis. The tour operators also contribute to the
process and therefore need to think in their favour. The front- line-staff in the offices
of the airways and the receptionists working there also play the same role. This
makes it significant that they are give n some incentives which are in the form of a
holiday trip to a particular place, concessional services to their children or spouse or
so. Also offering them with innovative gifts, which have not been offered by their
competitors, can be given. The nature and type of incentives would depend on the
contributions of providers. If they make immense contributions, the incentives
would be in good quality and volume. There are incentives given called the
promotional incentives on the basis of the frequency of using the services.
For e.g: Through Jet Airways, return ticket passengers on metro flights (both
economy and business) can avail a discount at all Taj and ITC hotels in South
India. Also Sahara has a crazy assortment of gifts being handed out (its’ Take
Offer’). Braun Mixer grinders, CTVs, cameras, handycams, mobile phones and
even free holiday packages are up for grabs as a part of their sales promotion
campaign.
Personal Selling:
The air transport organizations find personal selling which is the submix of
promotion mix instrumental increasing the business. An art to influence, stimulate,
sensitize the impulse buying is known as personal selling. The air transport-
marketing professionals are supposed to know about the behavioral profile of
persons who act as personal promoters. The travel agents, tour operators, transport
operators, travel guides, front-line staff on the booking counters, receptionists
contribute substantially to the process of promotion. If they stop selling, the offices
of airways would find it difficult to sell. This makes it clear that even the quality
services fail in attracting the users, if the channels are not co-operate. This makes it
essential that we offer incentives to them so that they keep on moving the process
of stimulation.
In promoting business, the airlines industry must select persons, agencies having a
positive image. The travel agencies having a well established business can help
substantially and therefore it is the prime responsibility that while selecting the
travel agents one must assign due weightage to the image of the agencies. The tour
and transport operators help considerably and one needs to think about the
incentives to be offered to the promoters. In personal selling, the front-line staff or
personnel at the booking or reservation counter of airlines office playing an
incremental role in promoting the business. Here, it is essential that one is aware of
the credentials of persons supposed to discharge the business responsibility and try
his best to brush up their faculties as and when opportunities come. As it is based
on the behavioral profile, in case of misbehavior of indecent behavior by the front-
line staff, the task of getting the business is found much more complicated. Thus a
person working at the counters where face-to-face communication with the users is
done, the communication ability is high and high behavioral profile is essential too.
Thus due weightage is given to the training programme for the front- line staff.
Word-of-mouth Promotion:
More good news for air travelers. Indian Airlines (IA) has announced a revised apex
fare scheme with effect from November 1 to March31 2003 thereby extending the
early bird scheme to the peak season. Under the new scheme covering 53
destinations, the advance booking period has been reduced from 21 days to 15
days. Cancellation and refund rules have also been relaxed and the passengers can
now change their reservation plans or get refund at least 15 days prior to the date
of travel after paying a minimal charge of Rs.100 per ticket.
The new fares, to be effective from November 1 of this year see a Rs.520 or 13.25
percent drop on the Delhi-Mumbai sector. The new IA fare of Rs. 3,400 is 6 percent
lower than a Delhi – Mumbai Jet Airways ticket cost Rs.3,620. The gap between an
AC first class Rajdhani ticket and an IA economy ticket on the Delhi-Mumbai route
had widened with the rail fare 19 percent costlier at Rs.4,180. the AC-II tier Rajdhani
ticket at Rs.2,045 is, however nearly 30 percent cheaper.
Till now, the airline has been offering around 12-13 per cent of the total economy
class seats under the apex fares scheme, the officials of IA added. Around 2,500
seats a day was being offered under the scheme out of 2000 economy class seats in
50 destinations where the scheme is valid. “We have managed to convert the first
class train traffic and create a new segment altogether. While the seat factors
increase to 65-70 per cent during the peak season, the additional traffic would only
contribute towards a higher seat factor without much effort,” IA officials said.
The airline has been flexible on the availability of seats under this category and
based on its analysis of the demand-supply, traffic profile of the route and cost
benefit analysis, it has been varying the number of seats offered under the scheme.
During the lean season (August-October), it has often offered close to 3,000 seats of
the available 20,000 seats a day in the economy class. All categories and routes
taken together, IA has a capacity of around 34,000 seats a day. The airline’s
revenue from business traffic is around 80 per cent, while that from leisure traffic
accounts for 20 per cent.
Jet Airways has also decided to cut the number of seats offered under the Apex
scheme. The airlines have slashed the number of seats offered per flight under the
scheme from 15 per cent to 10 per cent. Senior Jet officials said the airline would
offer 40 per cent lesser seats daily across its network, than what was offered during
the August-September period. The airline was offering approximately 3,000-4,000
seats on its Apex scheme during the last two months.
The other seven sectors on which IA announced a fare cut include Mumbai-
Bangalore(now Rs.2,700 from Rs.2,480), Kolkata – Guwahati (Rs.2000 from 2205),
Mumbai – Kochi (Rs.3200 from Rs.3250), Delhi –Bangalore(Rs.4,500 from
Rs.5,055).Delhi-Kochi(now Rs.6530) and Delhi- Trivandrum (now Rs.6.555).
On an Airbus A-300s IA offers 25 seats out of 212 economy class seats available,
while on Airbus A-320s and Boeing 737s it offers 15 seats out of 126 and 119 seats
available. IA officials said that on a daily basis the number of seats per flight would
decrease or increase by five.
Air Sahara, the third airlines in the sector, which has extended Sixer and Super
Sixer schemes to the peak season is observing the situation created by the Apex
fare extension.
Below is table which show the comparison of IA , Jet and Rajdhani train fare:
1. The air transport needs to make sure that the prospects don’t face
any difficulty in buying the tickets and make necessary arrangements
for the confirmation of booking.
2. It is also to be confirmed that the users booking their luggage are not
to face inconvenience.
6. Keeping in view the duration and nature of flights, the users are
made available lunch/ dinner, breakfast and drinks inside the
aircrafts.
3. The water and sanitation facilities for the users and comfortable
seating arrangements need due care of the travel agents or airways
offices. The lighting, ventilation facilities need to be made available.
In making a decision about the employment of cabin crew, all airlines consider
three prime elements:
Eligibility - Suitability - Specific Requirements.
Put together, these three elements form a ‘person specification’, which
interviewers use to determine if a candidate is right or not.
1) Eligibility
These are facts that can be determined either by physical or by documentary
evidence. Eligibility checks are likely to include: Does the candidate have a
passport? Does the passport allow the candidate to fly to all the countries the
airline operates to? Has the candidate residential status or permit to work in the
country he/she will be operating from? Is the candidate fit and healthy (has he/she
passed the airline medical check)? Has the candidate passed the airline’s ‘in
house’ isometric / numeracy / literacy / general knowledge tests? Has the
candidate provided adequate references? Can the candidate swim? (this last one
for ‘ditching’ drills - not the hotel pool!). An airline may have additional eligibility
tests depending upon its own specific requirements. These may include: Does the
candidate meet the required age profile? Does the candidate meet the required
height/weight profile? Has the candidate attained required educational (or other)
qualifications? Is there documentary evidence to support the qualifications the
candidate claims to have? Has the candidate acquired adequate experience in a
customer service or public contact role? Can the candidate speak a second
language? To what level of proficiency can the second language be spoken?
Not all airlines are the same, so in order to avoid disappointment candidates are
recommended to investigate eligibility criteria carefully before applying for a job.
2) Suitability
This is clearly more difficult to assess than eligibility, because instead of facts it
involves identifying the right personal qualities. These have been covered in the
section ‘The Role of Cabin Crew’, and airline managers will be looking for people
who can best fulfill that role. To summarise, the minimum requirement is for
reliable, presentable individuals, who can provide a service in a friendly way,
interact well with people, work as part of a team, and cope with difficult or
emergency situations. Airlines will also be looking for people whose performance
will not be adversely affected by the disadvantages of the job (see
‘disadvantages’ in previous section), and will readily accept direction/training.
3) Specific Requirements
Eligibility and Suitability are relatively basic requirements, which must be met in
all cases. Airlines then proceed to customise their ‘person specifications’
according to their own needs and standards. If for example an airline identifies
that an increase in the number of crew language speakers is required, then
language ability may be given precedence. Some airlines see above average
appearance/presentation as being crucial, whilst others prefer a higher degree of
charisma and personality. A good customer service background, nursing
experience, or educational qualifications may be more relevant to one airline than
to another. A new airline starting up may choose previous cabin crew experience
as a prime requisite. A prestigious and well established airline can often afford to
be even more particular, and demand a combination of preferred attributes.
Some airlines put emphasis on recruiting ‘in house’ (people who have been
employed in ground jobs, whom they have already had a chance to observe), but
most open the job up for external candidates as well.
Once all the above considerations are taken into account, the person specification
will be completed. The different emphasis helps to explain why some people are
successful with one airline, and yet get rejected by another (their performance at
interview is obviously another factor, and that is something we are about to go on
to!). It is also true that candidates fail to be recruited by an airline at one attempt,
then succeed at a later date. This is usually because the candidate has acquired
better interview technique, or (more likely) extra skills, experience or confidence.
It can also be because the airline itself has revised its person specification.
So how to answer “Just exactly what are they looking for?” Put simply, airlines are
looking for the right people for their current circumstances. Do not be too
disheartened if you do not get in at the first attempt. You can always try again - or
apply to another airline!
COMFORT/ SPACE
MULTI-
AUCTION CUISINE
CAB SERVICE
THE CORE SERVICE:
The core service of the airlines industry is to transport goods and services to
various destinations. As the needs of the people increased the entire system
became more organized and formal. After this stage came the formal service
The airline industry has many players they had a brand name like ‘Air India’,’ Jet
Airways’,’ British Airways’. All of them had some common services to offer like
connecting flights, through check-in, tele check in, food on board, and
complementary gifts etc. Different classes like economy class, business class were
introduced. Air concessions are given to school students, old people etc.
Singapore airlines was the first to introduce small 8”television screen for every
passenger. The freebies are actually win-win deals between airlines and other
services. Sahara, for example, offers its passengers a ‘business-plan’ on two-way
economy class ticket, which includes a night’s stay with breakfast, STD facility for
3 minutes and boardroom facility at the Park Hotel, New Delhi. To Delhi based
fliers to Mumbai, it offers a night’s stay with breakfast, airport transfers and VIP
amenities at The Orchid, Mumbai. For business class, the plan includes a stay at
The Leela, with buffet breakfast and late checkout.
All these added service helps the customer to decide upon which airlines he wants
to travel. As competition increased and the customers wanted more the next
phase evolved and that is the augmented service.
This phase is where the customer’s expectations are met, the service providers
kept working on new methods to meet the ever-changing customers demands.
The players introduced online booking, which was very convenient for the service
users.
British Airways business class has showers, its more spacious and comfortable.
Sahara airlines offer its passengers six different types of cuisine like vegetarian,
fat free, diabetic etc. They also have auction going on board. Virgin airlines has
gambling on board, they also have body massage to offer to their passengers. Air
Emirates has something called cab service, they have customized pick up and
drop cab service.
This phase is the most crucial one; with increased competition service will become
the final differentiation.
FUTURE SERVICE:
INTANGIBILTY
THIS IMPLIES----
That services offering cannot be felt, seen, touched and therefore
can’t be tasted or sampled.
No surefire way of measuring the benefits.
No inventory, no storage.
That there may never be any ownership of service offerings of the
customer.
Visualization
British airways shows in its advertisement a long chair on which even one
can sleep peacefully.
Physical representations.
Color
Jet airways have blue color tickets.
Uniforms
Air India’s staff always wears a printed blue sari.
Building
Air India building at Nariman point.
Documentation
For airlines the sales can be measured on the basis of tickets sold. The
tickets makes the service tangible.
PERISHABILITY
Services are perishable; they cannot be stored. Therefore an empty seat on
a plane, is a lost opportunity forever.
OVER MARKETING
Two hours check in before departure
Managing demand
Negative demand
The September 11 event had made an impact on the customer’s mind for
negative demand.
Air-India is India's national flag carrier. Although air transport was born in
India on February 18, 1911 when Henri Piquet, flying a Humber bi-plane,
carried mail from Allahabad to Naini Junction, some six miles away, the
scheduled services in India, in the real sense, began on October 15, 1932.
It was on this day that J.R.D. Tata, the father of Civil Aviation in India and
founder of Air-India, took off from Drigh Road Airport, Karachi, in a tiny,
light single-engined de Havilland Puss Moth on his flight to Mumbai (then
known as Bombay) via Ahmedabad.
Tata Airlines, as Air-India was then known, consisted of one Puss Moth, one
Leopard Moth, one palm-thatched shed, one whole time pilot assisted by
Tata and Vintcent, one part-time engineer, two apprentice-mechanics and
unlimited optimism. In 1933, the first full year of its operations, Tata
Airlines flew 160,000 miles, carried 155 passengers and 10.71 tonnes of
mail. Tata Airlines was converted into a Public Company under the name of
Air-India in August 1946.
By the beginning of 1947, Air-India turned its attention to the international
scene. Towards the end of the year, an agreement was reached with the
Government of India for the formation of Air-India International Limited to
operate international services
50Air-India's inflight service is globally recognised in the industry for its warmth
and personalised service. In our endeavour to offer you luxury and service that a
discernible regular flyer looks for through out the journey, we have provided
conveniences that we hope will give you all the comfort you need to make your
travel a pleasurable experience on board our flights.
On Boeing-747-400?
Air-India has special features just for your comfort on this state-of-the-art aircraft.
Call the world from your seat- using the Inflight Sky Phone. All major credit cards
are accepted for availing this facility half an hour after take-off and before landing.
Our cabin crew is on hand to assist you.
Leisure Sky High
In addition to the food, the wines, the champagnes and the choicest liqueurs, we
can keep you absorbed with our inflight entertainment programmes selected on
the basis of passenger feedback. Namaskaar - Air-India's popular inflight
magazine, is a myriad collection of features on India and popular destinations
abroad.
Just for You
Colognes, moisturizers and after-shave lotions for inflight use are available in the
toilets. Medicines for treatment of minor discomforts are available with the Cabin
Crew. Additional pillows and blankets can be requested to make yourself
comfortable.
Kids Special
Toys and games are available for children upto the age of 12 yrs. Books and
comics are also available on request. Special assistance for babies and infants is
available on request.
~~l Air-India flights are non-smoking flights.
Traveller's Delight
Unwind, sooth yourself or relax for a while with our captivating in-flight
entertainment. You could choose from a variety of music, both traditional and
western or may be catch up on some of the latest films.
We offer you an exclusive peek at some of the clippings of the movie's onboard
our flights or just listen in to a sample of the varied kinds of music.
Look up the inbound theatre section if you are traveling into India and the
outbound theatre section if you are headed from India to another country.
So just sit back and enchant yourself with entertainment galore and have a
pleasant flight.
Shopping is every traveler’s irresistible weakness and to make sure you have
something fancy, something useful to buy till you land at your destination, we
have on board an array of items to choose from. .
Jet Airways, India’s “World Class Domestic Airline”. Jet Airways operates over 245
flights daily to 41 destinations across the country. The rapid expansion of our
route network has earned us the prestigious Air Transport World Award 2001
for Market Development. They also pride themselves in having the youngest fleet
of aircraft in India, consisting of the modern 737-400/700/800 and the ATR 72-500.
They strive to provide service of the highest standard to our customers, both on
ground and inflight. They pride themselves on having an unbeatable record of on-
time flights and providing world-class frequent flyer benefits to our customers,
through our alliances with British Airways, KLM Royal Dutch Airlines and Northwest
Airlines.
They were the first Indian airline to receive the World Travel Market Global Award,
the world's premier global travel event in London. They have also won the H&FS
Domestic Airline of the Year Award twice. And Citibank Diners Club has chosen
them as India's best domestic airline for their excellence in service.Today, they
are India's most preferred airline for their consistent performance.
Where we started:
On May 5, 1993, Jet Airways was set up with the objective of providing high quality
and reliable air travel in India. A very high percentage of the Indian domestic air
traffic comprised business travellers. Therefore, our focus from the very beginning
was to emerge as the "Businessman's Preferred Airline".
ISO 9001: 2000 certification for our Inflight Services - Inspired by you.
Jet Airways Citibank Gold Card
At your Service
At Jet Airways we realize that some of their passengers require special attention.
Young children can get quite restless on a flight, while our senior passengers may
need some assistance. We thus offer a host of services tailored to their special
needs.
• Senior Citizens
• Unaccompanied Minors
• Disabled Passengers
We are also proud to be the first domestic airline in India to run a special program
called 'Jet Kids' for the children on our flights.
Senior Citizens
Senior Citizens can avail of travel concessions on
Economy Class on all the sectors Jet Airways
operates. Passengers above the age of 65 years
are entitled to a concession on the basic airfare.
This concession is available in Indian Rupees for
Indian nationals and in US Dollars for foreign
nationals.
To avail of this concession, just fill out the “Concession Form” and
submit it along with a photograph and your proof of date of birth. They
also have special wheelchair facilities for our elderly and disabled
passengers. If you need any assistance, please do not hesitate to
approach a member of our staff.
Jet Kids Jetkids is our special programme for the younger
patrons of Jet Airways. Children between the ages
of 2 to 12 years need not just look forward to the
excitement of flight take-off and landing, for we
also have other surprises for them. There are
exciting gifts for children on board, to occupy
their agile minds.
Jet Elite