Festive Reason,
Promotional Offer Season:-
Indian
Airline Brand Players:-
|
Brand
|
Commenced
|
Domestic Destination Coverage
|
|
Indigo
|
2006
|
32
|
|
Jet
Airways
|
1993
|
47
|
|
Spice
Jet
|
2005
|
39
|
|
Air
India
|
1932
|
67
|
|
GoAir
|
2005
|
22
|
|
AirCosta
|
2013
|
9
|
|
Air
Asia
|
2013
|
7
|
Special Fare Christmas Offer by brand GoAir:-
Offer Launched
on: - 21st Dec. ’14, Launched by print advertisement
campaign as well as press release across India.
Flight
Booking Offer Period: - 21st Dec. to 25th Dec.’14
Travel
Period: - 1st Jan. to 31st March ‘15
Target: - To sales 1.7
million air tickets across the GoAir domestic destinations.
GoAir Christmas
Campaign Impact:-
ü From 21st
to 23rd sever crash totally & website inaccessible, or hardly
open the website, open page very slow due to server problem.
ü Offer is
not showing for any destination either on GoAir website or on Travel portal which
has announced.
ü Offer Showing
as ‘Sold out’ for any sector & any travel period from Jan. to March ‘15
ü Consumers
are being highly dissatisfied
ü Countless sorts
of negative comments on major news sites
üBrand
becomes vain to fulfill the commitment
 |
| Print Advertisement |
Personally, I have visited GoAir website but unfortunately
not found any offer which has announced and website could not open consistently
three days for few hours. Moreover, it could run very slow when it open for a
while and after sometime again could not worked. I have tried to get this offer
by many different destinations, even though also changing different dates in
Jan. Feb. & March ‘15 but showing everywhere “Sold out” as well as also
approached directly customer care executive and got the same feedback from
executive.
Today on 25th Dec. GoAir has released new print
advertisement (Newspaper) by conveying message to get the offer as it is last
day. Again I have checked today whether it is available or not but till today
result showing futile to fulfill the commitment.
 |
| Indian Ariline Brands Market Analysis |
There are always chances to get huge crowd of target
consumers in any Promotional strategy because consumers are getting multiple
benefits in promotional offer, always waiting for offer during the festive season
and willingly visiting those places in regular interval.
Promotional strategy aim is to product sales & revenue
generation, hence the brand is exceedingly connected with target consumers
during execution of promotional strategy. Consumer’s excitement & expectation
is very high compared to ordinary campaign in order to get that offer benefits.
Festive season is considering as pick period where thousands + consumers are
referring & connecting thousands + brand. Hence it is an essential to make
well strategic plan where consumers can feel satisfaction with pre & post
sale services. If consumers are not getting committed offer by company, result
comes into extremely dissatisfaction because during that time consumers
psychological thinking process is working petite different. And, it gives
negative impact on brand image which is being considered one of the trustable
brand.
Brand can become trustworthy only when brand is utterly fulfill
its commitment towards the consumers. Promotional
strategy is abundant associate with ‘Brand Promise’ which must be accomplish in
order to build strong brand identity & sustain your consumers brand loyal.
Word of mouth
communication is one of the best strategic tool to reach your brand high if it
is delivering positively. Though, we can add as a new strategic tool “Word
of Social Media Communication” along with Word of mouth communication because
it is playing vital role silently by spreading message local but it reach
globally.
Brand Promise + Offer
Promotional + Brand Deliverable = Let’s Make Consumers Happier!!!
Convey Christmas
Communication = Let’s Connect & Transform into Consumers Satisfaction!!!
