About Tata Air India

Air India is an airline service provider in India. It is owned by the

Government of India. It is a member of Star Alliance, which is one of the
largest airline alliances in the world. When it was founded in 1932, it was
originally owned by TATA sons. It became a public limited company in 1946.
Air India since then has strived to be the best in the airline industry in India.

Air India is the flag carrier airline of India, headquartered in New Delhi. It is a
government-owned enterprise. It operates a fleet of Airbus and Boeing
aircraft serving domestic and international destinations. The airline has its
hub at Indira Gandhi International Airport, New Delhi, and several focus
cities across India. Air India is the largest international carrier out of India
with an adequate chunk of market share. 
The old logo of the airline is a red colored flying swan with the ‘Konark
Chakra’ in orange, placed inside it. The flying swan has been altered from
Tata Air India’s characteristic logo, ‘The Centaur’, whereas the ‘Konark
Chakra’ is reminiscent of Indian’s logo.
 Air India Marketing Mix
 
Marketing strategy helps companies achieve business goals & objectives.
For a better understanding of strategies used by Tata Air India we will now
look at their 7P model of Marketing Mix:

Product
Air India once had 2 products; passenger and cargo transport. However, the
cargo transport was decommissioned in 2012. It only operates through
passenger transport. It uses Boeing and Airbus planes for the same.
Premium lounges and flight entertainment are some of its main products. To
reduce cost and maintain the quality level, it even leases a few of its fleets.
The vast network of routes possessed by Air India enables it to cater
services across the most important cities and business centers globally. It
provides a high level of safety to ensure repeat service purchase of its
passengers.

Price  
The route of air traffic, the distance, and the number of halts on the way are
some of the factors that affect the prices. It follows competitive pricing as
airlines are a highly competitive space. At the same time, there are two
types of price, within a flight :
 Economy class and 
 Business-class
Air India prices airline tickets are easily accessible to middle-class families.
Premium pricing is primarily done to target Business class passengers as
they have a high tendency to pay and avail themselves of premium services.

Place
Being the primary choice of airline travel, Air India’s service base has been
increasing year on year. Place in Air India doesn’t matter much as
nowadays everything is online. Online retail sites like yatra.com, make my
trip, Expedia has Air India airlines listed on their portal, and this is where
people can buy Air India tickets. They have also tied up with various
agencies to sell their tickets, thus increasing their service base and
capabilities.
Promotion
By promoting their tagline, “Air India.. Truly Indian”, it sets up a standard as
it is fully controlled by the government. It offers trade discounts and trade
tie-ups to promote its business. Their point of purchase is ticketing counters
at traveling agencies, online options, tourist packages, etc. 
Besides this, regular banners and promotional activities are done by Air
India. Its promotion activities continue via the IRCTC portal, thus it makes it
easy for the consumers to plan their journey accordingly. Air India
implemented a short-term promotional strategy with Amadeus. 
 
People
Air India’s expert and professional work base have helped him to achieve
the top position in the industry. From pilots to security personnel everyone
believes in the best service quality to the customers to give them the best
flight experience. This has been possible only because of the highly
professional working base of Air India. 
 
Physical Evidence
Air India has its physical evidence through very spacious airplanes,
accessible airport kiosks, easy-to-use websites, etc. their premium lounges
are very comfortable to be in. With a fleet of excellent airplanes and a high
level of amenities, it provides consumers the best travel experience and so
they make multiple purchases.
 
Process  
Air India has numerous processes to ease the business. From the purchase
of tickets to delivery of luggage, Air India has it all step by step so that
customers can have a smooth transition. Premium lounges make waiting for
aircraft easy. Online portals of booking tickets make these processes easy
for both passengers and Air India. In case of any unfortunate incident such
as flight reschedule, delay or cancellation, Air India makes sure that the
passengers don’t face any kind of inconvenience.

Segmentation Strategy
Elements like age, sex, and psychographics/distinctive demographics
assume a significant part in gathering the populace based on comparable
qualities in the business of this company, in particular. Air India utilizes a
blend of socioeconomics, psychographics, and geographic division systems.
The brand uses an undifferentiated target strategy due to which it is losing
out market share in the competitive market. It uses a mascot to create a
distinctive image in the mind of the consumers. The positioning strategy
designs the company’s image and product to occupy a significant place in
the consumer’s mind. It uses a Value-based positioning strategy for creating
a brand image of hospitality and a rich strategy.

Segmentation
Air India has established its position as India’s largest and most effective air
carrier on all fronts, according to the extensive studies done and information
gathered. Their service is up to date and relevant, serving millions of
passengers on a regular basis.
They aggressively position themselves in the market using a variety of
promotional tactics, including campaigns and social media, to keep
consumers informed about future packages and more. Consumers see their
low prices as a competitive advantage and selling feature.

Competitive Analysis
Whether the famous Maharaja mascot or the fact that the public sector
undertaking is backed by the government and many others have collectively
helped Air India to emerge as the largest international Carrier out of India.
With more than 1400 pilots and 2100+ cabin crews, Air India is reaching out
to more than 30 countries globally in addition to domestic locations.
Air India commands more than 16% market share through its international
operations.
Cost structure plays a pivotal role in the operations and competitive
landscape of the companies operating in the industry which consists of fuel,
administrative cost, rental of flight equipment, ticketing sales & promotions,
user charges, Pax services, flight crew Salary & expenses.
Air India along with its wholly-owned Kochi based subsidiary Air India
Express Limited (AIEL) compete with companies like 
 Indigo
 Jet Airways
 Go Air
  Air Asia
 Jet Airways
 Spicejet 
 And more in the national & regional market. While companies like 
 Etihad
 Oman Air
 Thai Airways
 Singapore Airlines
 Emirates 
 Are some rival airlines in the international space. 

Promotion
Air India Marketing Campaigns
 
Marketing campaigns promote products through different types of media,
such as television, radio, print, and online platforms. It not only promotes the
product but also sends a meaningful message to connect with the customer.
Campaigns carried out by Air India guarantees the best and the safest travel
experience. Probably India’s most recognizable mascot, the Air India
Maharaja is usually depicted standing with his hands folded graciously in a
namaste or bowed with his hand over his heart to welcome his guests. But
now, the mascot has various other transformations. Let’s look at some of
them. 

Air India’s Digital Presence

 
Digital presence is as important as a marketing strategy. In today’s time,
each one of us is hooked up with different social media and to be active on
each platform.

 On Instagram, Facebook and Twitter,

 Promotes new operations and routes
 Contest results 
 Pictures of their meals provided by them
 Pictures of their fleets
 Pun intended captions
  New features like “web check-in”
 Their pilots in their workplace
 Interaction through festive posts
 Engagement with their followers is nearly equal to zero as there are no
such activities or campaigns carried out on either of their social media
platforms.
 Covid protocols
 Some undeniable procedure before boarding the flight
 They retweet the news articles which are about them
 
On Linkedin, the posts are the same as Instagram, Twitter, and Facebook.
Insights and job vacancies are updated by the company. 
The impact of social media on business is no doubt huge. Organizations
understand the essence of social media in building the brand and increasing
the overall revenue. 
Air India should boost their social media game real quick because it is what
can result in a big impact on its marketing.

Joint Venture
The Tata group announced the consolidation of its airlines, Vistara and Air
India. With this consolidation, Air India shall be India’s leading domestic and
international carrier with a combined fleet of 218 aircraft, making it India’s
largest international carrier and second largest domestic carrier.
Air India, an airline fully owned by Tata Sons, has been the flag carrier of
India. Tata Sons, via its fully owned subsidiary, Talace Private Limited
(“Talace)”, had acquired 100% stake in Air India on 27th January 2022.
Tata SIA Airlines Limited, known by the brand name Vistara, is a 51:49 joint
venture between Tata Sons Private Limited and Singapore Airlines Limited
(SIA). Vistara brings together Tata’s and SIA’s legendary hospitality and
renowned service excellence to offer the finest full-service flying experience
in India. Vistara commenced its commercial operations on January 9, 2015,
with an aim to set new standards in the aviation industry in India and it today
connects destinations across India and abroad. 
Conclusion
One of the most important tools for marketing your product or service abroad is
digital marketing. It has become the most popular method for marketers to
communicate with customers, regardless of the type of business.
The following are some of the reasons you should invest in digital marketing for
your company:
 It is the most flexible and cost-effective way to communicate with customers.
 Customers can be contacted from anywhere on the globe.
 The fashion industry is fiercely competitive, and
 It is important to establish a global footprint.
 In India, there are numerous fashion digital marketing case studies that assist
some firms in making their imprint on the market.