HIFLYER

The aviation sector is one of the major economic drivers of prosperity, development and employment in a country. However, the Indian aviation Industry has been going through a turbulent phase over the past several years facing multiple headwinds high oil prices and limited pricing power contributed to by industry-wide over capacity and periods of subdued demand growth. Hiflyer is all about marketing an airline to the Indian masses to regain business and customer trust. The event will be conducted over 2 stages. Stage 1 is an online submission round. Teams will be required to submit a report in Stage 1. Teams shortlisted at the end of Stage 1 will be invited to the campus to participate in the second round.

EVENT
Imagine that you are a member of the marketing team of XYZ Indian airline who has to work on the marketing strategy of the airline to improve its air traffic. Since oil prices and control by the government over the aviation sector are out of an individuals hands, work upon variable parameters to build a strong marketing proposal to build brand equity of your airline and strengthen its hold on the market. While preparing your proposal keep in mind the following points They aim to compete with Indian Railways AC segment. Customer service of different kinds which you can offer. Also focus on tie-ups with various brands that are like minded and reflect the same value proposition as your brand. Yield management (value pricing) to suggest innovative pricing policy

TEAM
Each team should consist of 2 members. 6 teams will be shortlisted for the second round from the total number of entries.

JUDGING CRITERION
Teams will be judged on following parameters Innovation in ideas Depth of research Insight

STAGE 2
The shortlisted teams from the first round will be invited for the second round wherein they will be required to further build the brand under following headings using the insights generated from round 1. Assuming that your airline has picked up pace in the domestic market and now wishes to tread unchartered territories, present a marketing strategy for your firm which plans to offer international flight service. Mention the hindrances that you might face and how you plan to overcome them Due to high security threat in the subcontinent, develop a separate marketing strategy for the same. In flight shopping scheme. There was an accidental fire in one of the engines that required the flight to make an emergency landing. There were no casualties, but a lot of bad publicity followed. Now you need to do damage control. How will you assuage and reassure the public, and regain their trust?

The entries will be judged on: Innovation and creativity Depth of research