AirAsia, Asia’s leading airline was
established with the dream of making flying possible for everyone. It is
one low cost airline, which offers very competitive rates throughout
the year. Air Asia is well known for offering free seats campaign on
such a high scale. Since 2001, Air Asia has swiftly broken travel norms
around the globe and has risen to become the continent’s best low-cost
airline. In February 2013, this Malaysian low cost airline announced
setting up of its Indian operations in a joint venture with Tata Sons
and Telstra Tradeplace.
The move looks both interesting and
daring given the tremendous opportunities in India and the present
turbulent state of the Indian aviation industry. The young population
and the expansion of its vibrant middle class are expected to see India
achieve one of the fastest growths of any aviation market in the world
over the next 20 years. AirAsia wants to be there to take advantage of
this growth.
To survive in the highly competitive
Indian aviation industry, AirAsia not only has to match up with other
carriers such as Indigo, GoAir and SpiceJet, but also create a unique
value proposition niche for itself. Being the only foreign owned
airlines operating in domestic skies, it will have an intrinsic
propensity to copy its operation model that has been so successful in
the rest of Asia, in India as well. However, this may be fatal as Indian
customers are very different both culturally and attitudinally as
compared to their other Asian counterparts. What worked in Malaysia and
Thailand may not work in India.
Air Travel is a dissonance reducing
behaviour with high involvement and no significant difference between
brands. It thus should follow a “Do–Feel–Learn” model. Synonymous with
this model, their first aim is to attract initial customers to fly with
AirAsia. An introductory promotional fare can be offered and the
customer has to pay only the airport taxes and fuel surcharge; i.e.,
offer the ticket for free. To add more spice, Air Asia will offer more
promo tickets in 2014. This would attract a large volume of the
price-conscious Indian customers to fly with AirAsia who will later
become word of mouth promoters for AirAsia.
It has introduced a new service called
Fly-Thru from Chennai to several places via Bangkok. Meanwhile, Air Asia
has completed successful 5 yrs in India and celebrating the success by
offering Rs 500 base fare. The total fee, including taxes and other fuel
charges, will be Rs 2,704 from Chennai to Bangkok/Kuala Lumpur, Rs
2,259 from Kochi to Kuala Lumpur, Rs 3,228 from Kolkata to Kuala Lumpur,
and Rs 3,269 from Bangalore to Kuala Lumpur. To avail such promotional
offer, click here www.traveloka.com/airasia.
These promotional offers and tickets
will ensure that Air Asia gets a big share of the market and then as it
grows it will raise the market along with its growth. Promotional
tickets will thus play a very vital role in the growth of Air Asia
India.
Author Bio: James Nelson is a travel agent working for a leading agency that organizes several overseas and local travels.
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