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Air Arabia

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MARKETING OF SERVICES

MKT 815

GROUP PROJECT

COMPARITIVE MARKET ANALYSIS

BETWEEN

AIR ARABIA & AIR INDIA EXPRESS

SUBMITTED TO

DR. ABDUL WAHEED

DATE OF SUBMISSION: SUBMITTED BY:

13.04.11 Reema Badlani

Yogesh Badlani

AIR ARABIA

Air Arabia operates one aircraft type, the Airbus A320 and it is one of the few low fares airlines that has a young fleet. Air Arabia’s aircraft are all configured with a single cabin and offer customer comfort with the largest seat pitch in the market - that of 32 inches in comparison to 29 and at the most 31 inches offered on most airlines in the region. The A320 is the preferred choice in the single-aisle market, known for its wide seats, aisles and overhead stowage that holds 10% more carry-on baggage, as well as the technological innovation that brings enhanced performance and reliability. Air Arabia ’s A320 also provides passengers the option of in-flight entertainment with a selection of audio and video channels on both short and long haul flights. Spacious, airy and appealing - that is the opinion of the passengers who have regularly voted the A320 family into the top spot for comfort in the single-aisle airliner category. From cabin comfort, technology and efficiency, the A320 class of aircraft are renowned for setting standards.
Air Arabia operates one aircraft type, the Airbus A320 and we are one of the few low cost carriers that have brand new aircraft. Air Arabia’s aircraft are all configured with a single cabin and offer customer comfort with a spacious seat. From cabin comfort, technology and efficiency, the A320 aircraft are renowned for setting standards. Air Arabia already operated 18 leased A320s from its primary hub at Sharjah, while its subsidiaries; Casablanca-based Air Arabia Maroc and Alexandria-based Air Arabia Egypt operate 3 and 2 vbjrrr8leased aircraft respectively.
Air Arabia’s growing fleet will allow us to continue to offer our customers a superior flight experience. Its main base is Sharjah International Airport. Air Arabia is ranked top as world's number 1 Low Cost Carrier for 2009 on the TPC chart by Aviation Week.
AIR INDIA EXPRESS
The Air India Express is the India's first international airline that offers efficient service and good value for money. Their mission is to provide easy connectivity in short routes at most affordable rates and offer maximum customer satisfaction. Their fleet includes the state of the art 24 B737-800 aircraft. All the aircrafts of Air India Express have a single class (Economy) of travel with a capacity of 180 passengers. Each Air-India Express aircraft features a different tail design in keeping with the Indian culture, history and tradition. To its credit, Air India Express has thirteen aircrafts of which 6 are owned by airlines and 7 are leased. The airline is planning to extend its network in abroad and India over next few years. The spectacular design emblazoned on both sides of aircraft tails that portrays different features of colorful and traditional India is possibly the most innovative addition. The most recently introduced aircraft Boeing 737-800 is embellished with splendid artwork of ‘Raja Ravi Varma’. Air India Express is going to lease 8 more B737-800 aircrafts. Out of 8, four will be on dry lease for around 5 years and others will be on wet lease. The company which wet leases the plane pays by the hours it is operated. In dry lease, only the aircraft is leased out. In wet lease they will lease out the aircraft, maintenance, cabin crew, pilots and insurance. It is always costly than the dry lease.
Air-India Express is one of the most profitable ventures of Air India family so far. After a successful trial, this wing expanded its services to Europe and The Americas. They have been making huge profits on most of the routes. Many airlines are following their footsteps such as Air Arabia and Jaseera Airways have entered the India - Persian Gulf market and many others such as Jetlite might enter.
Arabia managing to cut costs
They have low distribution costs.
They do not offer any frills. Air Arabia is one such airline which offers no free catering on board. If any passenger needs any food or drinks, they have to pay for it. This helps Air Arabia to reduce their costs. They have all economy seating configuration, so no special needs or requests are to be fulfilled as in case of a business class passenger. Sharjah has a much shorter taxi-way. It saves fuel, and gives a quicker turnaround time. Quicker turnarounds are one such reason that helps them to cut the costs. They had frequent flights, which gives an advantage to the customers not to wait for their next flight. As the more they fly, the more revenue they will be able to generate and pay less for waiting at the airports. All the Air Arabia bookings are done by website. E-ticketing is one such way by which they can get their money very quickly. This is the reason why they focus on tickets sale mainly through the internet. Giving options such as seat selection gives them reasonable amount of money. Operations form secondary airport is another advantage that such flights have. Homogeneous fleet reduces the cost as well. They do not have any frequent flier program so this reduces the cost as well.
TARGET MARKET
AIR ARABIA
Committed to enabling customers who have not been able to afford air travel in the past to start travelling throughout the region and those who do travel to travel more frequently, Air Arabia offers tremendous opportunities to travellers who are looking for competitive fares. It aims to make air travel more convenient and frequent, while providing the lowest fares in the market without sacrificing the standards of safety, quality or service offered.
Those with lower incomes have become frequent flyers. Some 50% of the carrier's clientele are leisure passengers. Thirty percent travel on business - the carrier appeals to freelance workers and those on day trips for small-scale purchases - while the remaining 20% are sourced from labour markets. Sharjah's labour traffic is relatively low, and Ali prefers to tag the company as a "family airline", a carrier that enables relatives to travel to attend celebrations and gatherings, rather than one which is labour-driven.
AIR INDIA EXPRESS
They are competitively priced in order to target the price sensitive passengers. They are mainly focusing on international markets. They get their main revenue from the international markets. Air-India Express offers frequent flights to major international destinations within a distance of around 4 hrs from different cities in India. Most of the flights are quick-turn-around flights with a ground time of around 1-hour at the destinations. The key destination and on international destination it includes Malaysia, Singapore, Thailand, Dubai, Abu Dabi, Kuwait, Oman, Qatar and other key destination.
DESTINATIONS
AIR ARABIA Air Arabia has major destinations and few Maroc destinations. The major destinations includes Mumbai, Nagpur, Kochi, Delhi, Jaipur, Ahmadabad, Goa, Calicut, Bangalore, Syria, Bahrain, Jordan and many more. They have around 46 destinations from Sharjah and 13 destinations from Casablanca.
AIR INDIA EXPRESS
|Air-India Express offers flights to major international destinations within a distance of around 4 hrs from different |
|cities in India. Most of the flights are quick-turn-around flights with a ground time of around 1-hour at the |
|destinations. |
| |
|Currently Air India Express flies to 14 international destinations– Dubai, Sharjah, Abu Dhabi, Al Ain, Muscat, Salalah, |
|Singapore, KualaLumpur, Bangkok, Bahrain, Doha, Kuwait, Columbo and Dhaka from 17 Indian cities – Kozhikode, Kochi, |
|Thiruvananthpuram, Mumbai, Pune , Nagpur, Ahmedabad, Jaipur, Delhi, Amritsar, Srinagar, Lucknow, Kolkata, Hyderabad, |
|Chennai, Mangalore and Tiruchirapally. |
| |
|On the domestic front, we operate on Mumbai-Kochi, Mumbai-Kozhikode, Mumbai-Delhi, Mumbai-Chennai, Mumbai-Pune, |
|Mumbai-Nagpur, Nagpur-Ahmedabad, Ahmedabad-Nagpur, Delhi-Jaipur, Delhi-Amritsar, Delhi-Lucknow, Chennai-Hyderabad, |
|Chennai-Thiruchirapalli, Kozhikode-Kochi, Kozhikode-Thiruvananthpuram and Kochi-Thiruvananthpuram sectors. |
| |
|Air-India Express, based on market-trends, will be introducing many new destinations, international as well as domestic.|

ON GROUND SERVICES
AIR ARABIA
Coach Services
Air Arabia is pleased to offer passengers a choice of alternative cost effective travel with Coach Transfers so that they are able to connect easily to their destination. They have exclusive coaches and are branded for easy recognition, fully air-conditioned and conveniently equipped with baggage trolleys.
This service is available for passengers wishing to travel between Air Arabia hub at Sharjah International Airport and to/from Abu Dhabi and Al Ain.
The rate per passenger for utilising this service will be AED 40 for one way and AED 80 for return. No prior bookings are necessary to use this service and passengers can pay directly when boarding the coach.
Coach tickets can also be purchased at the Air Arabia transfer service desk at the arrivals terminal at the following locations: • Sharjah International Airport • Air Arabia Sales Shop in Abu Dhabi • Air Arabia Sales Shop in Al Ain
ON BOARD SERVICES
AIR ARABIA
Air Arabia offers a quality service with an emphasis on safety and security at all times. To offer you the best value, we only charge you for your flight; however, we provide a variety of other services on board that you can pay for according to your requirements.
Best Economy Legroom
All Air Arabia aircraft offer a single cabin with a seat pitch of 32 inches, which means more legroom than any other airline in economy as most airlines offer a seat pitch of 29 to 31 inches in economy class.
Sky Cafe
Air Arabia offers you the flexibility to eat and drink on board at your convenience. We offer a great selection of affordable snacks and drinks that you can order any time during your flight. Now you don’t have to wait for meal time on board, so bon apetit!
Sky Mall
Air Arabia offers a wonderful assortment of great value gifts for yourself, your friends, family or business associates. If you forgot to buy that important gift before your trip, our on board duty free catalogue has all the options for you.
Al Nawras – In Flight Magazine “Al Nawras” is Air Arabia’s in-flight magazine that keeps you up to speed with all the happenings on the ground. The magazine will inform you about the latest aviation reports, especially pertaining to Air Arabia and its destinations, as well as keep you amused with its in-depth travel features, general entertainment news, motoring activities and health tips. The lifestyle section covers lighter subjects like movies, music and fashion and for Air Arabia ’s young flyers, there is a dedicated section for children. For Air Arabia’s young flyers, we have reserved a special section for them to enjoy.
This magazine is produced as a bi- monthly full color glossy publication and is disturbed abroad all Air Arabia aircrafts, GSA’s, appointed travel agents, airports and regional hotels. A total of 6 issues are published per calendar year, dual language (English /Arabic).
Each issue of Al Nawras carries a cover story about different regions of the world, its people, culture , food etc. The articles in Al Nawras covers a gamut of topics from shopping, health, fashion, culture, food , people, movies , business etc. With a proper mix of pictures with editorial , it makes an ideal leisure reading
On board Movies
Air Arabia offers a variety of in-flight TV programmes showing a selection of movies, sporting adventures, world recalls, comedy series and many others. In-flight TV programmes are pre-selected and vary as per sector of travel
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| |

BAGGAGE ALLOWANCE
AIR ARABIA
Air Arabia offers free hand and checked baggage on all flights. They offer a free 7kg and 10kg hand baggage and up to 30kg checked baggage.
Wheelchairs on Board – folding wheelchairs will be carried free of charge and in addition to the normal free baggage allowance.
AIR INDIA EXPRESS
Air India Express baggage's differs depending upon their destinations. For international destinations they allow 32 kgs of checked in baggage. Infants are entitled to 10 kilos baggage free of charge.
Each passenger (excluding infants) is allowed to carry one small piece of hand luggage (unchecked baggage), which must not exceed 7 kilos. If your hand luggage exceeds the stated limits it will have to be checked in.
CANCELLATIONS AND REFUND POLICY
Reservations can be changed up to 24 hours before travel by calling Air Arabia 's Call Centers or your travel agent. A fee of AED 50 (or equivalent) per passenger, per sector will be made plus any difference in the total cost of the applicable flight.
Reservations can be cancelled up to 24 hours before travel by calling an Air Arabia Call Centre or your travel agent. A fee of AED 100 (or equivalent) will be applicable per passenger, per sector. The residual amount will be credited to the passenger name within our reservations system and can be used within one year of the date of payment. The credit is only valid for the same passenger or it can be utilized by immediate family member by paying a charge of AED 50 per passenger.
If they are unable to accommodate them on board a flight for which passenger has:- • a confirmed reservation; • a valid Confirmation Reference; • and for which you have checked-in within the specified minimum check-in time,
Because it is oversold, then they will be entitled to receive: • a full refund on the ticket; or • a seat on another of their flights as a soon as possible; or • a seat on another of their flights at a later date of passenegrs choice (subject to availability)
Air Arabia will also cover meals and/or refreshments in reasonable relation to the waiting time; hotel accommodation, where necessary and appropriate and the cost of surface transportation if this is required between airport and hotel or to the destination airport if alternative travel is arranged to an airport other than that originally booked.
AIR INDIAEXPRESS
|Than 10 Days Prior To Scheduled Departure Of The Flight |- 35 % of the basic fare |
|1 to 10 Days Prior To Scheduled Departure Of The Flight. |- 50% of the basic fare |
|Less than 24 hours prior to Scheduled departure of the Flight |- No Refund |

They provide either a full refund or the passenger is entitled to make the bookings on some other day when the flight is available. The passenger booked on a flight that is cancelled by us shall either be entitled to refund of full amount (including seat selection charge) or shall be accommodated onto another of our scheduled services on the same sector. In such case the seat selection charges that were paid earlier shall be refunded. Passenger may choose to select afresh a seat on the new flight by paying the seat charge.
BOOKINGS
AIR ARABIA
Air Arabia is the first airline in the region to focus on booking online. This cost effective method allows us to reduce our distribution costs and offer our customers the best possible fares. Our simple online search allows you to navigate our web pages and browse flight choices round the clock, and the quick step-by-step booking process enables you to book, confirm, pay using our secure online sales system and print your flight itinerary in minutes
Online bookings- Booking online enables passengers to benefit from the cheap flights available and avail from a host of exciting services which Air Arabia airline offers. At the click of a button, they can book their seat and select their meal prior to the flight. Passengers can also confirm their air travel itinerary and enjoy a wide range of airport services to make life much easier.

Groups and charters- Air Arabia Group Travel provides you discount airfares for groups of 10 or more traveling on the same itinerary. Whether students, athletics, friends or families; benefit from much more affordable fares with Air Arabia Group Travel.
Call centres- Although we always encourage our passengers to take advantage of our easy-to-use online facilities while booking their flights, we are also a phone call away at any time of day. Air Arabia has dedicated call centres available throughout their entire network to assist passengers with their booking.

Sales centres- (office location) No matter where you are located, we are always there for you. Although Air Arabia always focuses to book online, butthe passengers can visit any of their sales centres.

Travel agents- [pic]air Arabia travel agents are available in many areas. Afghanistan, Armenia, Bahrain, Belgium, Cyprus, Egypt, France, Germany, India, Iran, Italy, Jordan, Kazakhstan, Kenya, Kosovo, Kyrgyzstan, Kuwait, Lebanon, Morocco/ Maroc, Nepal, Netherland, Oman, Pakistan, Qatar, Saudi Arabia
Even countries like Spain, Sri Lanka, Sudan, Syria, Tajikistan, Turkey, United Arab Emirates, United Kingdom, Ukraine, Yemen passengers can book the cheapest Air Arabia tickets.
AIR INDIA EXPRESS
There are four ways to pay for Air-India Express booking: 1. Online booking via the Internet using credit cards. 2. Pay for flights booked through the Air-India Express's reservation office by credit card. 3. For seats purchased at Air-India Express's walk-in city or airport offices we accept: i)cash ii) credit cards 4. For seats purchased with one of Air-India Express's preferred travel agents, kindly refer to the individual agent for details.
Air India Express online booking has opened up ways for travelers to save on their travel expenses and check out their Air India Express flight schedules right from the luxury of home. Not only flight schedule, but you can also enjoy the convenience of learning about latest discounts and schemes that are availed with Air India Express tickets.

The Air India Express also offers attractive discounts and cheap Air fares if you book from their website. Air-India Express boasts of the best web based booking system that incorporates features such as a lowest fare finder so that affordable rates are available to clients. Air-India Express is a sought after airline for travelers to Gulf and South-East Asian countries because of its cheap fare, easy bookings and reservation, and offers. The airline offers cheapest airfares that are impossible to match in domestic destinations such as Kochi, Chennai, Mangalore, Pune and Mumbai.

TIMINGS
Check in time
AIR ARABIA

Arabia check-in counters open 3 hours prior to scheduled flight departures. Check-in counters close 45 minutes before the scheduled departure.

AIR INDIA EXPRESS

The check in time procedure starts 3 hours before the departure of the flight. The check in counters close 1 hour prior to departure. During this procedure, the proper scrutinizing of luggage is performed by securities. The boarding date is locked one hour previous to the departure of flight.

On-time Performance Summary
SERVICE DELIVERY FAILURE
AIR ARABIA
Customer care executives of Air Arabia have got acquainted to hear the common problems faced by the passengers while using Air Arabia flights and they are language problems, rude behavior of staff, poor customer care service, loss of luggage, denied boarding, meal service issues, improperly trained staff, ticketing related issues, and others.
AIR INDIA EXPRESS
The commonly seen problems in the usage of Air India Express include injuries, no proper support for disabled, unexplained delays, cancellation of flights, pets not allowed, poor customer care, damage to luggage and others. Uncomfortable flights, untrained employees and shortage of cabin crew, operational problems are also few of them.

GAPS IN SERVICE DELIVERY PROCESS
AIR ARABIA
GAP3: ACTUAL SERVICE DELIVERY
Deficiencies in HR policies: many passengers have viewed Air Arabia employee and cabin crew members as rude. They have poor customer care service. If the passenger is delays check in by 5minutes, they do not permit them to enter, in such a case they have to buy a new ticket. There is no courtesy shown by the Air Arabia employees.
AIR INDIA EXPRESS
GAP 3: PERFORMANCE GAP
Deficiencies in human resource management: employees in air India express are not trained well. There is no diversification of employees. Air India express has always tried to hire Indian employees only rather than of any other caste. Apart from this, Air India express does not focus much on training programs of its employees. Here are many incidents that prove that the employees raises his voice against the passenger and deliberately don’t allow to board the flight and they close the gate. They do not have enough of cabin crew due to which many of the flights seem to get cancelled.

GAP 4: COMMUNICATION GAP
Overpromising: they ensure the passengers that maximum of their flights arrive and depart on time. Air India Express ensures absolute comfort and convenience of its passengers. But Air India Express seats are very uncomfortable and very congested. The Air India Express makes it possible for each and everyone to enjoy air travel as well as make a huge saving in terms of cost and time. But Air India express consumes a lot of time, as they try to accommodate as many passengers as possible. To do this, Air India express stops at destinations, so that they can get as many passengers as possible. They even assure that with high priority to safety and maintenance, the airline provides the very best with absolutely no compromise on quality. Whereas there are number of incidents that prove that Air India Express has faced many accidents due to technical problems.
SERVICE QUALITY
AIR ARABIA
Reliability: Air Arabia tries to perform right service at the right time. They try to make sure to depart and arrive on time and make it a point not to cancel the flights. In order to prevent non cancellations due to technical reasons, they spend huge amount on maintenance of flights.
Assurance: as many of the bookings of Air Arabia are done online, so they assure that they will be safe in their transactions. They have good security system. All the Air Arabia employees are trained well so that they are knowledgeable about all the areas, and that they can solve any queries if any.
Tangibles: the flight seating's are very comfortable. They do not offer free meals. And their meals are bit expensive. But their seating's are very comfortable. They have a bigger legroom compared to other airlines. The cabin crew members are of different nationalities, so it becomes easy to communicate. They are dresses neatly and appear presentable.
Empathy: they have convenient flight hours. They offer regular flights in order to reduce hauls. They try to understand the needs of the customers and try to serve them the best possible way.
Responsiveness: they try to keep the passengers informed if there is any delay in the flight. During the flight itself they mention that food will be made available but they are required to pay for that. Even during confirming the tickets, the passengers are been informed about no frills. They are quick in responding to the customers request. But if the passengers arrive late to the check in counter, they do not approve their request.
AIR INDIA EXPRESS
Responsiveness: Many of the times they fail to inform the customers regarding the delay of flight. Even the employees are unaware of the reasons behind the delay. They are slow in responding to the customer requests. They even promise for a comfortable flight but fail to do so. The seats of the flights are very uncomfortable and most of the time the flight is delayed.
Assurance: They provide assurance to the passengers that their problem will be solved as soon as possible. When there is an delay in the flight due to technical reasons they mention that it will be solved very soon. They even ensure safe security system while online ticket bookings. They even apologize and assure that problem will not occur again.
Reliability: they promised for excellent service and comfortable flight. But the seats were very uncomfortable. The employees cannot answer the queries alone. They keep transferring the calls to one another. They fail to provide error free service during the first time itself. Most of the flights are cancelled due to operational problems or shortage of cabin crew. They even delay in the process of refund of air ticket.
Empathy: They have convenient flight and office hours. But they do take time to respond to customers problems. No priority is been given for elder passengers. All are been treated equally. They do not allow wheelchair passenger to enter first. The passenger has to wait till everyone has boarded the flight.
Tangibles: Air India Express has clean aircrafts and toilets. Even the cabin crews are very presentable. They have very uncomfortable seats. Even the inflight entertainment is very bad. They play whatever CD they have. They play old movies for which the earphones have to be purchased separately. But they offer free meals which is acceptable at times.

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