Marketing mix of Air India (7Ps of Air India)
This article aims to analyse the marketing mix of Air India (7Ps of Air India). The marketing mix is the set of tools that marketers use to bring their products or services to the market. If done well, it can help them attract target customers, drive business growth, and achieve their goals. As stated above, this post examines the marketing mix of Air India. Air India is the national carrier of India which is owned by Tata Group (Air India, 2022).
Product strategies of Air India
The product strategy is the basic approach or philosophy behind what a company offers to the marketplace. Air India has an extensive network of direct flights to many domestic and international destinations. It is one of the largest airlines in India based on fleet size and passengers carried.
Air India offers three separate classes for passengers ie. Economy Class, First Class, and Business Class. The First Class offers the true meaning of luxury, while the Economy Class caters to the needs for budget minded customers. The Business Class is for business and leisure travelers. This shows that Air India targets different customer segments with its product strategies.
Air India offers complimentary refreshments/meals on all its flights. It is amazing that it offers a wide range of meals e.g. Vegetarian/Vegan meal, Hindu meal, Kosher meal, Muslim meal, and Jain meal. Its entertainment services include movies, TV shows, music, news, and more. However, it is worth mentioning customers reviews are not positive and show that the airline needs to work long miles to delight its passengers (Trustpilot, 2022).
Pricing of Air India
Pricing is a key element in this marketing mix of Air India (7Ps of Air India). The pricing strategy is about how an airline establishes its ticket price. It may be based on demand, competition, and other factors. Air India has an affordable pricing policy for economy class customers, whereas premium pricing is for first class and business class customers.
Place strategies of Air India
The place strategy of an airline is about the destinations it flies to and where the passengers can but its tickets. Air India flies to 70 international and 100 domestic destinations (Air India, 2020). It should explore more destinations particularly in the African market.
Passengers can purchase its tickets from Air India’s website and third parties such as Skyscanner, Ticketsofindia, Yatra, Opodo, and Expedia. Third parties are very useful to promote Air India; however, they take a cut from its profits.
Promotional strategies of Air India
One of the most important components of this marketing mix of Air India (7Ps of India) is promotion which is the use of techniques to communicate the value of a product or service. The goal of a promotional strategy is to increase awareness and interest in a product or service while also communicating price and availability.
Air India’s marketing communication is done through multiple channels. It advertises on TV and print media. It has a good social media presence as well. However, it should work on improving its presence further as it has a very small number of subscribers in its YouTube channel.
People strategies of Air India
Air India has a very good people strategy. It employs skilled workforce from all over India and abroad. Many of its employees are sportspersons who have been honoured with the highest national sports awards (Air India. 2022). Women comprises 30% of its workforce and are placed in every area of operations. However, the airline needs to work more on employee satisfaction as stories of employee unhappiness can be found online.
Process strategies of Air India
Process refers to the systems and procedures that are used daily to generate revenue, reduce expenses, and increase customer satisfaction. Air India has different processes in place for all its activities from the purchase of tickets to delivery of luggage.
For instance, it has set timings for passenger meal (breakfast, lunch, and dinner) on international flights. Similarly, it offers breakfast, hi tea, lunch, dinner, and supper on domestic flights. It should be mentioned that the number of refreshments provided is determined by the duration of the journey.
Physical environment strategies of Air India
The physical environment is the actual place where a company does business. This includes all aspects of the facility, such as the interior design, logo, location, etc. The physical environment can also refer to the facilities used by an airline, such as the aircraft type, and refreshments.
Air India has a very recognisable logo. It also has a state-of -the-art fleet, comprising of Boeing and Airbus aircraft. However, it needs to upgrade some of its aircrafts to improve the safety and fly-worthy condition (Kumar & Vanamali, 2022).
Summary of the marketing mix of Air India (7Ps of Air India)
The above analysis shows that Air India has an extensive network of direct flights to many domestic and international destinations. It uses aircrafts from both Boeing and Airbus. Its skilled workforce comes from all over India and abroad. It also has very good promotional strategies. However, it needs to improve its presence on social media.
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Last update: 16 August 2022
Air India (2022) About Air India, available at: https://www.airindia.in/about-airindia.htm (accessed 15 August 2022)
Kumar, B. & Vanamali, K. (2022) What are the challenges facing Air India after acquisition by Tatas? https://www.business-standard.com/podcast/current-affairs/what-are-the-challenges-facing-air-india-after-acquisition-by-tatas-122020100090_1.html# (accessed 16 August 2022)
Trustpilot (2022) Air India, available at: https://uk.trustpilot.com/review/airindia.in (accessed 15 August 2022)
Author: M Rahman
M Rahman writes extensively online and offline with an emphasis on business management, marketing, and tourism. He is a lecturer in Management and Marketing. He holds an MSc in Tourism & Hospitality from the University of Sunderland. Also, graduated from Leeds Metropolitan University with a BA in Business & Management Studies and completed a DTLLS (Diploma in Teaching in the Life-Long Learning Sector) from London South Bank University.