Abstract

The case examines the marketing strategies adopted by players in commercial aviation industry in India in 2002. It provides details about the industry’s evolution from a single-player monopolistic regime to its intensely competitive multi-player days in 2002. The marketing strategies adopted by the players, in terms of price-reduction, innovative customer service efforts and other promotional activities have also been explored. The case also debates the sustainability of the above strategies in the light of the fact that these were being seen essentially as short-run exercises by industry observers.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Changing environment of the Indian aviation industry, intensifying competition.

Keywords

Marketing strategies, players, commercial aviation, industry, India, 2002, evolution, single-player, monopolistic regime, multi-player days, 2002, price-reduction, innovative customer service efforts, promotional activities , short-run exercises