GoAir Marketing Strategy & Marketing Mix (4Ps)

Published by MBA Skool Team, Last Updated: March 25, 2017

Marketing Strategy of GoAir 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 GoAir marketing mix, help the brand succeed.

GoAir marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.

Let us start the GoAir Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:

GoAir Product Strategy:

The product strategy and mix in GoAir marketing strategy can be explained as follows:

GoAir is one of the largest low cost airline carriers in India. GoAir offers domestic flights across India in select routes in its marketing mix. It also facilitates combo purchase of flight plus hotels through its website for a competitive price. Under the GoHolidays scheme, customers can book holiday travel destination package designed for Honeymoon Couples, Pilgrimage and beach visits though GoAir. There is a separate web portal dedicated for the travel booking. GoAir is known for its efficient processes and in a short span of time it has shown its presence in domestic airline industry in India.


Image: Wikimedia


GoAir Price/Pricing Strategy:

Below is the pricing strategy in GoAir marketing strategy:

GoAir offers one of the cheaper domestic air fares in India and is working on a model of penetration pricing.

GoAir also facilitates booking of Flight plus hotel through its website and has collaborated with PAYTM where users can enter the coupon code to avail the discount. GoAir offers flight tickets as cheap as Rs 949 on certain occasions. Its low pricing in its marketing mix has attracted several visitors across India and in a short span of time it is considered one of the most sought airline services due to the quality offered. GoAir faces severe competition from other low airlines such as Indigo and SpiceJet.


GoAir Place & Distribution Strategy:

Following is the distribution strategy in the GoAir marketing mix:

GoAir flights travel to almost every major destination across India. The GoAir flight tickets can be booked from its website and other ecommerce sites such as Makemytrip, Yatra etc where users can instantly book a flight as per their convenience. Through GoAir website customers can book travel insurance, use mobile app to check status, Pre Book Excess Baggage, Pre Book Seats, Check Inflight Menu. The flight tickets can be purchased from the airport by visiting the company desk.

The GoAir company offices are located in major parts of the country.


GoAir Promotion & Advertising Strategy:

The promotional and advertising strategy in the GoAir marketing strategy is as follows:

GoAir uses the tagline FLY SMART to inform customers about contemplating various factors when booking flights and the company offers the better cost to benefit ratio. GoAir carries out various promotion activities throughout the year, some of the offers are discounted check in and discounted fare for soldiers on Republic day. Under SMART Student FARE scheme, students are given 5 % discount on the base fare and additional baggage allowance of 25 kg on producing valid student id card. Under the low fare scheme, GoAir offers one of the cheapest flight pricing in India. GoAir also effectively uses social media, online ads, billboards etc to promote its brand.


Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of GoAir.


People:

GoAir being a leading airline company, is a people centric organization. The GoAir staff is warm and friendly in the crew and encourage customers to have a pleasant travelling experience. The pilots are hired after analysing their flight experience in terms of number of hours of flying experience. The GoAir air hostess display courtesy towards passengers and help them resolve their issue during flight travel.


Physical Evidence:

GoAir’s biggest physical evidence is its aircrafts. The airline employs latest technology and service in its aircraft and since it works in domestic circuit, the food served is as per the standards of the airline industry. The airline incorporates the brand colours in its design of the aircraft. GoAir is known for its quality service and commitment to the customers. The boarding passes, website, offices, kiosks etc all form the physical presence of the brand. 


Process:

The process involved is stringent and accord to aviation authority guidelines. Pilots need to go through training in terms of covering the number of flight hours and training handle critical situations. The company employs highest quality standards in terms of quality of food served and service. Hence, this summarizes the marketing mix of GoAir airlines.


About GoAir:

GoAir is a conglomerate of the Wadia Group and is a low cost carrier based in Mumbai, India. GoAir has a substantial market share and is considered among the top five largest airline in India. The founder and MD is Jehangir Wadia and has its hubs based in Delhi and Mumbai. It had commenced its operations in November 2005 and in economy configuration and operates a fleet of Airbus A320. GoAir was awarded by Pacific Area Travel writers Association as "Best Domestic Airline For Excellence in Quality and Efficient Service" in 2008.

It was awarded with Best Performing Airline an Asia and Africa by Airbus based on fleet utilization and performance metrics. The major competitors of GoAir are IndiGo, Jet Airways, SpiceJet, Air India and many more.

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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