PERCEPTUAL MAPPING

PRESENTED BY :-
SAMARDEEP
SANJEEV
PGDM II
Airline Industry
 Airline Industry in
India
454 airports and airstrips
(includes Operational, Non Operational, Abandoned and Disused
Airports)
 127 are owned & operated by AAI
 16 - international, 7 custom airports, 28 civil enclaves
 Scheduled domestic air services - available from 82 airports
May 2007- May 2008
 25.5 million domestic & 22.4 million international passengers
 20% growth – highest in the world
Growth Rate Projections (for next 5 yrs)
 15% p.a (Passenger Traffic)
 11.4% p.a (Cargo Traffic)
 History
• 1911
first commercial flight airmails from allahabad to nani (10 km)
• 1932
the aviation department of tata sons ltd . Established
• 1938
tata airlines (successor to aviation division of tata son )
• 1946
Tata Air Lines converted into a public Company and
renamed Air India Limited
• 1948 Air India International incorporated
• 1953 Nationalization of Aircraft Industry
 Air India (serving the international sectors)
 Indian Airlines (serving domestic sectors)
 Deccan Airways, Airways India, Bharat Airways,
Himalayan Aviation, Kalinga Airlines, Indian National
Airways and Air Services of India
 History
1986 Private Sector Players permitted as Air taxi operators
 Players including Jet, Air Sahara, NEPC, East West,
Modiluft, etc started service
1990 Open sky policy
1994 Private Carriers permitted to operate scheduled services
2003 Entry of low-cost carriers
2007 Merger of Indian Airlines into Air India
Acquisition of Air Sahara by Jet Airways
2008 Kingfisher acquired 49% stake in Deccan Aviation
 Regulatory
• Ministry of Civil Aviation
Authorities
Responsible for the formulation of policy, development and regulation of
Civil Aviation. Its functions also extend to overseeing airport facilities, air
traffic services and carriage of passengers and goods by air
• Other Attached/Autonomous Organizations:
Directorate General of Civil Aviation (DGCA)
 Promote safe and efficient Air Transportation through regulation and
proactive safety oversight system
• Bureau of Civil Aviation Security (BCAS)
 Regulatory authority for civil aviation security in India
• Airport Authority of India (AAI)
 Accelerate the integrated development, expansion and modernization
of the operational, terminal and cargo facilities at the airports
 Competitive Pressure
eci vr e S

Low cost Carriers

changing the game

Indigo

Price
 MARKET SHARE
Others Airlines Market Share
Spice Jet 2%
6%
Kingfisher
8%
Jet Airwyas
Indian Airline
Jet Lite Jet Airways
Air Deccan
10% 35%
Air Sahara
Air Deccan Kingfisher
15% Spice Jet
Others
Indian Airlines
24%
The Kingfisher
AIRLINES
The king of good times
 Kingfisher airlines
• Dr Vijay Mallya is the Chairman and CEO of Kingfisher
Airlines
• Kingfisher Airlines Limited launched scheduled airline
services on May 9, 2005 with 4 daily flights between BOM
& BLR and one A-320 aircraft.
• There are tools for mood lighting such as web chat, inseat
plugins for music, liveTV with 16 channels on each seat
• 100 percent E ticket airline
 VISION

• The Kingfisher Airlines family will

consistently deliver a safe, value-
based and enjoyable travel
experience to all our guests
 
STP
SWOT Analysis
 Jet Airways
Founded in 1993, Chairman - Mr.Naresh Goyal
HQ in Mumbai
 Country’s second largest international airline
 Largest domestic airline - 31%
Primary base - Mumbai's Chaatrapathi ShivajiAirport
Secondary hubs - Bangalore, Brussels, Chennai, Delhi,
Hyderabad, Kolkata and Pune.

April,2007 - Acquired Air Sahara - JetLite

Now JetLite integrated into Jet Airways

 Mission Statement
Jet Airways will be the most preferred domestic airline in India. It
will be the automatic first choice carrier for the travelling public and
set standards, which other competing airlines will seek to match.

Jet Airways will achieve this pre-eminent position by offering a high

quality of service and reliable, comfortable and efficient operations.

Jet Airways will be an airline which is going to upgrade the concept

of domestic airline travel - be a world class domestic airline.

Jet Airways will achieve these objectives whilst simultaneously

ensuring consistent profitability, achieving healthy, long-term returns
for the investors and providing its employees with an environment
for excellence and growth
 STP
Primary Segments (Geographic) - Domestic & International
Customer Segments
 First class, Premiere(Business) class & Economy class
Target Segments
 Premiere(Business) class
Business travelers, contribute 48% of passengers & 66% of revenues,
ready to pay higher prices, last time booking, don’t like transit
 Economy class
Leisure travelers, prefer low cost airlines, ready for transit if there is cost
advantage, large % of passengers
Seat Allocation – Yield Management Technique
Positioning – High value for High price
Unique Selling Price – Customer relationship and Punctuality
Strengths
SWOT Analysis
 Market driver
 Experience exceeding 14 year
 Only private airline with international operation
 Market leader
 Largest fleet size

Weaknesses
 Loosing domestic market share
 Old fleet with average age around 4.79 years
 Scope for improvement in in-flight service
 Weak brand promotion
Opportunities
 Untapped air cargo market
 Scope in international service and tourism

Threats
 Strong competitors
 Fuel price hike
 Overseas market competition
 PERCEPTUAL
MAPPING :

• DEFINITION Perceptual mapping is a graphics

technique used by asset marketers that attempts
to visually display the perceptions of customers or
potential customers. Typically the position of a
product, product line, brand, or company is
displayed relative to their competition.
• 
Perceptual Mapping- The technique of perceptual
mapping helps the markets to determine just how their
products or services appear to consumers in relation to
competitive brands on one or more relevant
characteristics.
It enables them to see gaps in the positioning
of all brands in the product or service class and to
identify areas in which consumer needs are not
adequately met.
For example , if a JET AIR WAYS wants to
introduce a new service, he may use perceptual mapping
to uncover a niche of consumers with a special set of
interests that are not being adequately or equally
addressed by other competitors targeted to the same
segments . This insights allow him to position the new
service as specifically focused on these interest

jitendra kumar dixit 22

PLOTTING OF PERCEPTUAL MAP When
plotting a perceptual map two dimensions
are commonly used. Any more is a challenge
to draw and confusing to interpret Below is a
very basic perceptual map
FARE

NO.OF AEROPLANE

24
 Current fleet

As of December 2010, the Jet Airways fleet consists of the following

aircraft with an average age of 5.4 years:
Jet Airways Fleet
Aircraft In service Orders Passengers
(First/Première/Economy) Notes Airbus A330-200 12 5 226 (0/30/190)
254 (0/18/236)
10 owned
2 dry leased from ILFC Airbus A330-300 – 5 TBA All leased from
Intrepid Aviation Group
Deliveries starting 2011[22] ATR 72-500 18 2 62 (0/0/62) All are
dry leased Boeing 737-700 11 – 118(0/16/102) 6 owned
5 dry leased Boeing 737-800 42 9 154 (0/16/138)
144 (0/8/162)
18 owned
24 dry leased Boeing 737-900 2 – 166 (0/28/138) Both owned
Boeing 777-300ER 10 2 312 (8/30/274) 4 dry leased to
Turkish Airlines
3 dry leased to Thai Airways International Boeing 787-8 – 10 TBA
Deliveries starting 2014[23] Total 95 33
Air India Fleet[Aircraft In service Orders Passengers
(First/Business/Economy) Airbus A310-300 4 – 201
(0/20/181) Airbus A330-200 2 – 279 (0/24/255)
Boeing 747-400 5 – 423 (12/26/385)
Boeing 777-200LR 8 – 238 (8/35/195)
Boeing 777-300ER 12 3 342 (4/35/303) Boeing 787-8
– 27 ??? (0/??/???) Total 31 30 [edit] Fleet info
THANK YOU