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Introduction:

IndiGo, owned by InterGlobe Aviation Limited, is an Indian low cost airline headquartered at
Gurgaon, Haryana, India. It is the largest airline in India by passengers carried and fleet size,
with a 47.0% domestic market share as of August 2019. The airline operates flights to 79
destinations – 58 domestic and 29 international.​ ​It has its primary hub at Indira Gandhi
International Airport, New Delhi.
The CEO is Rahul Bhatia, with Indigo’s net worth being 3.1 billion US dollars.

SWOT Analysis:

Parent Company  InterGlobe Enterprises 

Category  Indian domestic sector 

Sector  Airline 

Tagline/ Slogan  Go IndiGo 

USP  Indigo Airlines gives on time performance at the lowest 

prices 

Segment  Cost Conscious Passengers 

Target Group  Lower Middle Class / Middle Class 

Positioning  Indigo Airlines is a low cost no frills airlines connecting 

India 
 Strengths  Below is the Strengths, Weaknesses, Opportunities & 
Threats (SWOT) Analysis of Indigo Airlines. Strengths are: 
1. Indigo Airlines has strong backing promoters and is one 
of the largest low cost carriers in India 
2. Only LCC to make consistent profits 
3. Indigo Airlines has one of the major airlines in India in 
terms of market share 
4. Indigo Airlines has entered international markets has 
boosted its brand value 
5. Good advertising and marketing strategies have 
increased its brand recall 
6. Excellent offerings and on-board services provided by 
Indigo Airlines 
7. More than 10000+ employees are with Indigo serving 
more than 40 million passengers 

Weaknesses  Here are the weaknesses in the Indigo Airlines SWOT 

Analysis: 
1. Indigo airlines has limited market share growth due to 
intense competition 
2. Still has to establish itself on international destinations 

Marketing Strategy:

InterGlobe Enterprises started its operation in august 2006 with main focus on low fares and best
service in the industry. Indigo is one of the fastest expanding airlines of India. With currently
running a fleet of 110+ aircrafts including both domestic & international and recently by taking
delivery of A320neo Indigo becomes Asia’s first and world’s 2nd A320neo operator which will
enable the company to offer affordable air transportation. Indigo has emerged as pioneer in
changing the face of the struggling aviation industry.
Segmentation, targeting, positioning in the Marketing strategy of Indigo Airlines:

Benefiting Segment Strategy is used by Indigo Airlines to cater to the changing needs of
developed & developing nations. It mainly targets people by offering the benefits of low pricing
as Air travel is perceived as an expensive travelling option. By targeting different markets
judiciously considering Demand-Supply constraints, Indigo within the span of 10 years since its
inception has emerged as the best player in the industry by using differentiated targeting strategy.
As far as brand image is concerned, it has positioned itself as value based carrier providing
hassle free experience of traveling. Mission:​ “Providing “low fares, on-time flights and a
hassle-free experience” to our passengers.”

Competitive advantage in the Marketing strategy of Indigo Airlines:

Indigo is a no-frills carrier; a strategy which is helping the airline in keeping the cost of operation
low and passing on the benefits to end customers. Operating to limited number of destinations
has helped the carrier to remain focused and this is one the competitive advantage that Indigo
have over peer companies. Low operational overhead, Indigo is using AirbusA320-200 aircraft
in its fleet and recently they had received the delivery of A320neo aircrafts to continue making
air transportation affordable to the customers.

Distribution strategy in the Marketing strategy of Indigo Airlines:

Indigo is flying to 40 destinations and daily operating 680 flights has helped the company in
emerging as a market leader. It outsources inflight catering/eatables from an outside vendor.
These are presented to customers on payable basis.

Brand equity in the Marketing strategy of Indigo Airlines:

Indigo is the Number 1 brand in India in the airline industry. Since its inception Indigo has been
successful in creating a positivebrand image, even in its commercials it pitches itself as a low
cost carrier and “every time on time” arrival. It has won several awards for being the low-cost
carrier from the year 2007-2015 continuously.

Competitive analysis in the Marketing strategy of Indigo Airlines:

Indian aviation industry is crowded with several companies and each company is struggling with
their profitabilityratio and they are redesigning their strategies to survive in the growing
competitive market. In contrast, Indigo has been consistent with the “low cost, lost price” policy.
Indigo has consistently expanded its fleet size, recent one by getting delivery of A320neo in Feb.
’16. Also aviation industry is facing stiff competition from other modes of transportation like
railways, Volvo buses, and increase in demand of cars.

Customer analysis in the Marketing strategy of Indigo Airlines:

Customers of Indigo Airlines are mainly working professionals and upper middle income group.
Customers are majorly in the age bracket of 20-45 years.

Recommendations:
India aims to become 3rd largest aviation market in the world by 2020 and aviation industry is
going through the phase of fast expansion driven by several factors like LCC (Low cost carriers),
advanced IT enabled & modern airports. Companies like Indigo are driving the growth of the
market by implementing some of these.
Building on strength Meet the Global challenge and increase its footprint Cost Control Increase
depth by venturing into cargo and chartered airlines Continue being close to the customer by
being consistent in their services and comfort to customers Come up with innovative offerings
Provide exciting and affordable travel packages Increase tie-ups with hotels and banks
Differentiate themselves even more by improving media and communication channels thus
improving the overall communication plan Continue to improve organizational development,
which is a critical to airlines.