| Tuesday, March 17, 2009, 10:00 Hrs [IST] | SpiceJet: Crafting a niche | SpiceJet, which started operations in May 2005 is today one of the biggest Low Cost Carrier (LCC) in the Indian skies. Known for its customer centric marketing tactics over years, the carrier is now focusing on optimal Revenue Management (RM) sector through various initiatives and campaigns finds Anita Jain | |
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With 115 daily flights, SpiceJet operates out of 18 Indian airports covering about 88 per cent of the domestic aviation traffic footprint. The carrier works on a multiple frequency approach, wherein it operates 9.3 weekly flights from all 18 cities. With 19 Boeing 737-800 / 737-900 ER aircrafts, the airline operates 787 weekly departures. With over 14 million page views a month and eight lakh registered database per month, its website accounts for 75-80 per cent of the airline's ticket booking. In order to minimise online fraud, it is the first (amongst Indian LCC) to implement the Decision Maker, an automated risk management solution. Talking about the airline model, Sanjay Aggarwal, CEO, SpiceJet said, “Our model is focused on controlling cost of operations along with ensuring comfort for our travellers.”
Customer centric ideas
According to Agarwal, before crafting the brand image, there is a need to understand the focus segment, their behavior and needs. According to consumer requirements, the airline has installed focused ad campaigns in the market. He said, “Corporate or business travellers require day returns, |