Published by MBA Skool Team, Last Updated: March 17, 2017
Marketing Strategy of SpiceJet analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on SpiceJet marketing mix, help the brand succeed.
SpiceJet marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the SpiceJet Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
SpiceJet Product Strategy:
The product strategy and mix in SpiceJet marketing strategy can be explained as follows:
SpiceJet is one of the leading airline companies in India. The core service in the product strategy in the marketing mix of SpiceJet is its flight. SpiceJet has got a total of 40 aircrafts in its fleet out of which 4 aircrafts are Boeing 737-900, 22 aircrafts are Boeing 737-800 and 14 aircrafts are BOMBARDIER Q400. SpiceJet does not offer any business class or Premium Economy Class cabins instead its service can be divided into 2 catogories:
a. Economy class: This class targets travellers who cannot afford more price and require standard service. Travellers opting for it just enjoy the basic flying service. SpiceJet aircrafts are modern, vibrant colour and stylish and gives a feel of international flights.
b. SpiceMax: This is a kind of premium service provided to the travellers. Travellers needs to pay extra for this premium service while booking their seat online or at te airport counter. A SpiceMax seat has extra leg space onboard, and the traveller is provided with complementary meal, priority bag check in and priority boarding facility.
Also the travellers are provided with paid add on facilities like quality veg-non veg meal, Spice Lounge facility, Spice Talk (Sim card for international call usage) facility and many more.
SpiceJet Price/Pricing Strategy:
Below is the pricing strategy in SpiceJet marketing strategy:
SpiceJet is known to provide one of the cheapest airline service in India.
It faces tough competition from Indigo, Jet Airways and Vistara. Due to large number of competitors targeting low cost carrier segment, SpiceJet follows competitive pricing in its marketing mix strategy by offering a mix of both low cost ticket and decent onboard facilities to its travellers. SpiceJet also brings various schemes and discount offers to attract more travellers. SpiceJet also offers SpiceCash to its frequent travellers which act as a reward point that can be used for getting discounts. SpiceJet offers discount on prebooking of tickets and add on services and special discount for Indian Armed force people, Students, Senior Citizens and small and medium enterprise travellers. The company also follows a dynamic pricing model based on the date of booking ticket and provides multiple fare rate based on the class of travel (SpiceMax or economy) chosen by customer.
Following is the distribution strategy in the SpiceJet marketing mix:
SpiceJet has its hub at three airports at Indira Gandhi International Airport (in Delhi), Rajiv Gandhi International Airport (in Hyderabad) and Netaji Subhash Chandra Bose International Airport (in Kolkata).SpiceJet operates 246 daily flights across 34 cities in India and 7 international destinations like Dubai, Colombo, Kabul, Riyadh etc. Any traveller can book a ticket online from SpiceJet’s website or any ticket booking website like goibibo, paytm etc or offline from tour operators, airport etc. A traveller can ask for special assistance from customer care service. SpiceJet also actively participates on social media like Twitter, Facebook etc to interact with potential travellers.
The company is also planning to expand its fleet size and operations in tier 2 and tier 3 cities by buying new Bombardier Q400 turboprop planes and Boeing 737 MAX 8 planes.
SpiceJet Promotion & Advertising Strategy:
The promotional and advertising strategy in the SpiceJet marketing strategy is as follows:
SpiceJet has an integrated marketing campaign focusing on TV, Digital, Print, Outdoor, Cinema and Airports for its promotion. SpiceJet has done a lot of humorous campaigns for promoting its premium service SpiceMax. SpiceJet recently got a makeover when it launched new uniform in red hot spicy avatar for its air hostess and other crew members. This is done to enhance the brand image of SpiceJet as glamorous and youthful. SpiceJet also uses outdoor channels like banners at airport or any prime location. SpiceJet also addresses issues and engages with customers on social media like Facebook, twitter. SpiceJet also promotes its add on services like SpiceClub, FlyForSure etc on its website and its mobile app. SpiceJet also promotes its mobile app by giving special discount on booking tickets from app. SpiceJet also publishes its magazine for promotion of its services and other products. SpiceJet has also been promoting its brand by sponsorship for sports teams like sponsoring Sunrisers Hyderabad in ILP 2014 and other sponsorship for social cause like educational tour for J&K girls etc.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of SpiceJet.
SpiceJet is known for delivering highest standards of excellent service to its travellers. The complete crew of SpiceJet is fully dedicated towards customer centricity. The SpiceJet crew is also considered as the brand image of the company and recently the uniform of all crew members were changed to reflect youthfulness and glamour. SpiceJet has always encouraged its employees to foster ownership, leadership, seeking growth opportunities and service oriented. SpiceJet also provides travel benefits to employees and their families. SpiceJet has also come up with welfare initiative for its employees to support their families providing education and health benefit policies. The entire front end crew within SpiceJet plane is highly skilled and professional to deliver services to travellers as promised. From air hostesses to pilot, flight attendant to freight movers, all are contributing to create a warm ambience for its travellers.
SpiceJet has got many processes in its marketing mix. A customer a go to the website to book a ticket. The traveller needs to enter source and destination, date of travel, number of passengers and then choose among the available flights. The customer then needs to agree to terms and conditions and make payment to confirm booking. The ticket containing flight details will be mailed to customer’s email id and mobile number. The customer can also follow this booking procedure from any other website. At the day of check in at SpiceJet counter at airport the traveller need to deposit their baggage and enjoy the journey. All the process handling will be performed from SpiceJet’s side. SpiceJet provides travellers to get SpiceMax category service to get some privilege like business class traveller. A customer can do advance check in and use mobile ticket.
SpiceJet is known for providing low cost flying option with standard services to its travellers. SpiceJet has got 40 planes as a physical evidence in airline industry. SpiceJet also offers SpiceMax service option where the seats of its airplanes are more comfortable and have got more leg spacing. The onboard experience provided by SpiceJet is seamless as the interior look is modern and gives a feel of international airline. SpiceJet also offers in flight dinning as a paid add on service to travellers. SpiceJet also offers its own magazine to travellers. SpiceJet also has its own mobile app from which traveller can check in, choose seat and meal preference, order boarding pass. Travellers can also take assistance from SpiceJet kiosk at airports. SpiceJet also offers SpiceLounge service at various location like Delhi, Bengaluru, Hyderabad etc to its travellers. This covers the entire SpiceJet marketing mix.
SpiceJet is a Indian airline which was founded in the year 2005. It is known for its low cost airline services and the main competitors are Indigo, Jet Airways, Vistara etc. This airline company has its headquarter in Gurgaon, India. The airline hubs are at Indira Gandhi International Airport (in Delhi), Rajiv Gandhi International Airport (in Hyderabad) and Netaji Subhash Chandra Bose International Airport (in Kolkata). The company slogan is ‘Red Hot Spicy’. The company’s chairman and managing director is Ajay Singh. The size of fleet of SpiceJet is 40 and it operates in 34 cities across India and 7 international destinations operating 246 flights daily.
SpiceJet is currently the fourth largest airline by number of passenger carried in India. As per DCGA statistics of January 2017, SpiceJet has also set the record for best on-time performance amongst all other airlines thrice in a row.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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