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SpiceJet’s ‘Color the Skies’ Campaign
EXCERPTS
‘COLOR THE SKIES’
SpiceJet launched ‘Color the Skies’, a discount sale offer on February 24, 2015, for people who wanted to travel during the festival of colors, Holi (Refer to Exhibit III for the advertisement of the offer). The offer aimed at new customer acquisition – first time flyers and people who did not have any prior plans for immediate travel. Unlike its earlier offers in 2015, the ‘Color the Skies’ offer included the international travel segment. Under the offer, tickets on routes like Hyderabad to Vijayawada, Delhi to Dehradun, Guwahati to Kolkata, Ahmedabad to Mumbai, and Bangalore to Hyderabad were all priced at Rs.1699, inclusive of all charges. International flights started at Rs.3,799 inclusive of all charges for Delhi to Kathmandu, with discounted fares being available on most other international routes too..... |
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THE WAY AHEAD
With the launch of promotional offers and the ownership takeover by its founders, the management felt that the airline was back on track. According to them, through aggressive discounted price offerings, the airline had been able to sell unutilized seats which would otherwise have been wasted. Reportedly the discounted fares, especially ‘Color the Skies’, had boosted revenues during the lean travel season and filled seats,which would have otherwise remained empty,in advance at attractive prices...
EXHIBITS
Exhibit I: SpiceJet – Discounted Sale Offers (2014)
Exhibit II: SpiceJet – Discounted Sale Offers During 2015(January –March)
Exhibit III: ‘Color the Skies’ Advertisement
Exhibit IV: SpiceJet – Financial Results
