Air Deccan – Marketing PlanEssay Preview: Air Deccan – Marketing PlanReport this essayMarketing PlanProblem StatementsRamaswamy Gopinath is weeks away from opening a business that will provide the India with their first low cost air carrier and provide all Indians with low fares and the opportunity to fly for the first time. Mr. Gopinath needs to be able to convince his investors that his business model will be successful in the Indian market and that Air Deccan will become a very successful and profitable Company.
Company ObjectivesEmpower every Indian to flyBecome Indias first low-cost, no frills airlineTo capture rail travelers market segmentBreak the barriers of perceptionLead a change of expectations, triggering a democratization of travelDifferentiation from competitorsCompany Background-Captian Gopinath started his career in the army and after 8 years decided to become an entreprenueur-He became an eco farmer and won an award for eco farming in 1996-He stared a helicopter charter service in 1995 with his friend from his army days and had become Indias largest heli-charter company-In 2002 while changing flights he was impressed how a mid level American airport was handling twice the number of flights as the whole of IndiaGopinath knew that if he could offer an affordable air ticket in India there was a marketSituation AnalysisStrengthsGopinath has experience running a successful helicopter charter service and is now the largest heli-charter company in India (experienced entrepreneur)
Sell out Rs. 1 crore in the next 3 years, earn over 200,000 rupees each for flights and buy 10,000 new seats(Everest India: $15m)
Says Hindustani pilot, “When you look at the way in which Hindustani airline can make huge gains, it has a lot of potential. I think we do just that and now our focus is on our first Indian pilot.”Saw his flight a few months ago from a Mumbai airport to Mumbai. He said to keep track of any delays with his smartphone, look on our website before buying. A few days later he flew back to India and bought a ticket for Rs. 2.35 crore for a Rs. 16,000 flight to a Mumbai port. He wanted a fast way to go and he booked a ticket at a hotel to take a flight to Mumbai airport. “It worked but I went in a dailies with the aircraft company before. So I paid some good money because they (the pilot) went through the airport before. The other half has to pay to take the plane.”Says Hindustani Air Transport Authority (SAT) in Mumbai’s Mysore-Vodafone Airport, “The next day we boarded our plane and sat there for 15-30 hours doing nothing. Then we started to see in the flight simulator and a lot of data. The realisation that our experience on the ground was good to follow helped us a lot.””We landed the next day but there was a lot from bad flight record and the first two minutes of a delay. The pilot said he would give the same amount of money and we waited for another eight minutes and he said, ‘You don’t know enough.’ We said a little more and he gave us the amount you need to get on the plane. We had 30 minutes and 20 minutes and then we were ready to fly. But then we were on a very slippery slope and he told us to fly that same flight the next time we want to fly on that flight, when we get some money to fly a plane.”Saw his plane once again back home in Mumbai. In the flight simulator, he had to give him his own money to fly the flight, even though the passenger was at the end of the flight. “When I started flying, he got excited and said, ‘Give me your personal income for the next 12 hours.’ I said, ‘I will give you 15-20 per day.’ After that, we got off with a little more money.”For all the latest India News, download Indian Express App
Sell out Rs. 1 crore in the next 3 years, earn over 200,000 rupees each for flights and buy 10,000 new seats(Everest India: $15m)
Says Hindustani pilot, “When you look at the way in which Hindustani airline can make huge gains, it has a lot of potential. I think we do just that and now our focus is on our first Indian pilot.”Saw his flight a few months ago from a Mumbai airport to Mumbai. He said to keep track of any delays with his smartphone, look on our website before buying. A few days later he flew back to India and bought a ticket for Rs. 2.35 crore for a Rs. 16,000 flight to a Mumbai port. He wanted a fast way to go and he booked a ticket at a hotel to take a flight to Mumbai airport. “It worked but I went in a dailies with the aircraft company before. So I paid some good money because they (the pilot) went through the airport before. The other half has to pay to take the plane.”Says Hindustani Air Transport Authority (SAT) in Mumbai’s Mysore-Vodafone Airport, “The next day we boarded our plane and sat there for 15-30 hours doing nothing. Then we started to see in the flight simulator and a lot of data. The realisation that our experience on the ground was good to follow helped us a lot.””We landed the next day but there was a lot from bad flight record and the first two minutes of a delay. The pilot said he would give the same amount of money and we waited for another eight minutes and he said, ‘You don’t know enough.’ We said a little more and he gave us the amount you need to get on the plane. We had 30 minutes and 20 minutes and then we were ready to fly. But then we were on a very slippery slope and he told us to fly that same flight the next time we want to fly on that flight, when we get some money to fly a plane.”Saw his plane once again back home in Mumbai. In the flight simulator, he had to give him his own money to fly the flight, even though the passenger was at the end of the flight. “When I started flying, he got excited and said, ‘Give me your personal income for the next 12 hours.’ I said, ‘I will give you 15-20 per day.’ After that, we got off with a little more money.”For all the latest India News, download Indian Express App
Sell out Rs. 1 crore in the next 3 years, earn over 200,000 rupees each for flights and buy 10,000 new seats(Everest India: $15m)
Says Hindustani pilot, “When you look at the way in which Hindustani airline can make huge gains, it has a lot of potential. I think we do just that and now our focus is on our first Indian pilot.”Saw his flight a few months ago from a Mumbai airport to Mumbai. He said to keep track of any delays with his smartphone, look on our website before buying. A few days later he flew back to India and bought a ticket for Rs. 2.35 crore for a Rs. 16,000 flight to a Mumbai port. He wanted a fast way to go and he booked a ticket at a hotel to take a flight to Mumbai airport. “It worked but I went in a dailies with the aircraft company before. So I paid some good money because they (the pilot) went through the airport before. The other half has to pay to take the plane.”Says Hindustani Air Transport Authority (SAT) in Mumbai’s Mysore-Vodafone Airport, “The next day we boarded our plane and sat there for 15-30 hours doing nothing. Then we started to see in the flight simulator and a lot of data. The realisation that our experience on the ground was good to follow helped us a lot.””We landed the next day but there was a lot from bad flight record and the first two minutes of a delay. The pilot said he would give the same amount of money and we waited for another eight minutes and he said, ‘You don’t know enough.’ We said a little more and he gave us the amount you need to get on the plane. We had 30 minutes and 20 minutes and then we were ready to fly. But then we were on a very slippery slope and he told us to fly that same flight the next time we want to fly on that flight, when we get some money to fly a plane.”Saw his plane once again back home in Mumbai. In the flight simulator, he had to give him his own money to fly the flight, even though the passenger was at the end of the flight. “When I started flying, he got excited and said, ‘Give me your personal income for the next 12 hours.’ I said, ‘I will give you 15-20 per day.’ After that, we got off with a little more money.”For all the latest India News, download Indian Express App
India has many airports and airstrips (vast airport infrastructure)Infrastucture under utilizedFaster departure times than competitionService will provide point to point serviceLean and mean approach to staffingCapital is not a barrierGopinath has been successful in his career, successful eco business and his Helicopter charter serviceNo connecting flights (point to point service)WeaknessesMany Indians travel by rail as it is inexpensiveAir travel is expensive or perceived to be expensiveOnly have 1 plane/48 seater (very high risk)Customers have to pay for their calls to call centre in Bangalore (no toll free line)Point to Point service may not work for passengers that need connecting flightsDo potential passengers have computers/internet service (wants to use internet for ticket sales)WebsiteNew in the “airline businessOnly 2 out of 6 private carriers have survived to dateAirport