Indian Aviation: Price Wars & More

  
Case Studies in Business Marketing

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:

Price:
Case Code : MKTG029 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

Pricing
Case Length : 12 Pages
Period : 2002
Pub Date : 2002
Teaching Note : Available
Organization : Indian Airlines, Jet Airways, Sahara Airlines
Industry : Airlines
Countries : India

Abstract:

The case examines the marketing strategies adopted by players in commercial aviation industry in India in 2002. It provides details about the industry's evolution from a single-player monopolistic regime to its intensely competitive multi-player days in 2002.

The marketing strategies adopted by the players, in terms of price-reduction, innovative customer service efforts and other promotional activities have also been explored. The case also debates the sustainability of the above strategies in the light of the fact that these were being seen essentially as short-run exercises by industry observers.

Issues:

» Understand the changing environment of the Indian aviation industry and the evolution of the three major players - Indian Airlines, Jet Airways and Sahara.

Contents:

  Page No.
'Everyone Can Fly' Through 'Steal A Seat' 1
Background: The Indian Aviation Industry 2
The Survivors 3
All's Fair in the Fare War 4
The War Continues 7
Exhibits 9

Keywords:

Marketing strategies, players, commercial aviation, industry, India, 2002, evolution, single-player, monopolistic regime, multi-player days, 2002, price-reduction, innovative customer service efforts, promotional activities , short-run exercises

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