Logic

Concept Note on communication strategy for Air India

The Indian aviation market is quite different from its western counterparts. It offers enormous potential to flourish in the current scenario. The change came with the inception of low cost airlines in the Indian market. Low cost air lines changed the perception of upper middle class people of India. People who used to travel by train suddenly started considering air travel due to low fares offered by low cost air lines. It is essential to consider what people expect from an airline. Basically what consumers expect from an air line is punctuality, edible - tasty & hygienic food, in-flight entertainment, value for money, and comfort. Below are some of the attributes that passengers look for in an airline.

* On board warm welcome

* Wide choice of in-flight entertainment

* Timely departure and arrival

* Better connectivity

* Value for money

* In-flight Comfort

Differentiation

With a very little differentiation in services offered by the airlines it becomes a major task at hand to deliver a clear cut message about the offering of an airline.

In this case, it is absolutely essential to arrive at a distinct offering message, with which all segments of passengers can identify with.

Air India, the name itself is actually generic with flying - the INDIAN way. And this can be optimized to frame a core communication message for the prospective customers.

The message of world-class service with an Indian touch will cut across various segments and stand apart from rest of the competitors. The legacy that Air India carries should be communicated in a manner that will not only change the perception of people towards the airline but also make them proud of traveling by India's oldest indigenous airline since India has always been known for its class - apart hospitality.

Communicating the legacy of the airline like Air India with national pride, security and generosity will not only facilitate to change the perception of people but will also regain their trust towards Air India.

The uniqueness that Air India offers should be communicated loud and clear since the corporate identity of Air India lies in its Indian heritage and the hospitality it offers.

No other airline can match up to the services provided by Air India, as all other airlines emulate western way of serving people whereas Air India offers a unique blend of traditional and modern services. Being the oldest airline in India it has pioneered in offering invaluable services both on- ground as well as in-flight to its passengers.

Lets take a practical instance:

A prospective passenger - Mr. X wishes to fly to a destination 'Y'. He has a choice of two airlines. If those two airlines offer similar non financial benefits (service, reliability) then it boils down to time and pricing. The purchase decision shall be based on personal experience. Since trust shall play a critical role in the decision making process, Air India has an edge over private and comparatively new airlines when it comes to trust.

Trust needs to be built on personal experience of the customers - fliers.

Consumer perception

One major roadblock in getting the message across is the perception of people towards national airlines. Views of the passengers who travel by Air India are diverse. Some of the passengers are of the view that Air India is the most reputed airline in India whereas others feel the services are not up to the mark.

* Source: Reviews on www.reviewcentre.com

www.mouthshut.com

www.dooyoo.co.uk

www.airlinequality.com

Skeptical & uncertain consumers need the reassurance of a known and trustworthy airline. Customers are proud of their national airline however there is some amount of dissatisfaction with the reality of domestic air travel with regards to the service orientation of the crew and aesthetics (hygiene) and are increasingly open to new low-cost airlines. Hence providing exceptional customer service will create top quality experience at budget conscious prices. Moreover it is also noteworthy that most of the services and products offered by competitors are too fancy which adds little value to the core product itself.

Branding

The strength of an airline brand depends on how it is perceived by individuals.

Aligned with its positioning Air India should promote its Indian identity as mentioned earlier also. Definitely, this will help in making Air India identifiable as "FOR ME" to more and more passengers.

Furthermore it will help the airline's international market. Being India's national airline Air India should incorporate national symbolism and India's imagery in its marketing communication to construct a unique brand identity.

In the current market scenario, airlines are awakening to the need for building strong brands which shall help enhance their market position and which can help to create loyalty beyond price.

The focus of Air India should be on the brand experience because customers would love to choose a carrier that provides the best overall value.

By focusing on the brand experience Air India will not only be able