Air India

Topics: Brand, Brand management, Branding Pages: 9 (2827 words) Published: November 25, 2012

Tawfik Jelassi in his book Strategies for e Business defined as the use of electronic means to perform an organisation’s business. It’s a development in the e Commerce deals with online sales,online payment, Online Marketing etc.

Since the introduction of E business in 1995 it’s been a part in the growth of the company and changing the business structure. As a part of partial fulfilment of my module I have chosen Air India web site. Air India is one of the leading carriers in International airways in INDIA it uses website extensively for the booking of tickets and promotional strategies E business has became a tool for their growth in the past two years.

This report is classified into Two parts in the first part Overview to the company and website is given and the Second part is all about Branding, Segmentation, ease of use and transactional facilities followed by conclusion and recommendations.


Air India is an India based world wide airlines company operating both passenger and cargo flights ranging from Boeing 747’s to Airbus A -310. From the day the first flight took of way back in October 15,1932 it is representing the perfect example of both class and quality .Air India is set to transform into world class airline carrier after it’s merger with Indian Airlines the leader in the domestic sector of airlines in India. In addition to the basic facilities providing to the passengers it also provide wide range of in-flight facilities such as Air Shows, Catering etc.

Cargo Division of Air India transports wide range of goods and a shipment tracking service is also available online. Air India has got the Infrastructure along with the network which ensures safe transportation and delivery of cargo world wide.

From the past three years there is a phenomenal growth on both US and European sector since 2002 network has been expanded to Newark, Los Angeles along with New York and Chicago in US / Number of flights running to these destinations were increased from 10 to 24 flights includes daily services to Newark, New York, Chicago and a thrice a week flight to LosAngeles.Number of flights to United Kingdom were increased from 10 to 30 flights out of which 20 leave to London and Five To Birmingham.

There is a significant increase in the frequency of flights to Far East and South Eastern Asia. In April 2005 Air India’s low cost subsidiary Airlines AIR INDIA EXPRESS came into existence operating flights to UAE, Qatar, Oman and Singapore.

For the Financial Year ending March 2006 AIR INDIA has made a net profit of Rs 87,480 million with a 15% growth over the previous year.



Web site is very informative with all the necessary attributes what an airline should have along with the special offers they have got with them. Through the internet ticket booking which is available on the website a passenger can book tickets of his choice up to five adults, four children and two infants and can pay the fare through debit card or credit card at a time. These bookings can be made from three hours to 360 days prior to the departure of the flight. There are three kinds of ticketing methods available they are electronic ticketing, ticket by mail and ticket pick up at Airport .We can check the Time table of the flights, status of the flight both arrivals and departure along with the special requirements if needed such as meal preferences, seat and wheel chair. A clear idea regarding the cargo services offered by the Air Lines is given very clearly such as destinations they cover, specific weight limitations to particular destinations and the types of services they offer along with the cargo tracking facility through which we can know the delivery status of the shipment. Air India is distributing e tickets through AMADEUS. Now Air India will offer the Amadeus – enabled e ticketing services across all...
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