Brand Audit | Indigo Airlines
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Transcript of Brand Audit | Indigo Airlines
Brand AuditSahil Avi Kapoor
2014 01 21 136PGP 1 (B)
2005Placed an order for 100 Airbus A320 aircrafts.
Plan to commence operations by mid
2006
2010Replaced Air India as third top airline in
India with 17.3% market
share
2011Sign $15 Billion
deal for 180 aircrafts; Replace
Kingfisher at Number Two
2012Number 1 in
India with 27% market share; International
flight to Dubai
32.6%Market Share
as of May 2014
534Daily Flights
37Destinationsincluding 5 international
100Aircrafts
(all of Airbus A320 family)
1 Brand Story 432 5
2006Commenced
operations with Delhi-Guwahati-Imphal route; 6 aircraft fleet by
year end
2014Receive 100th
Airbus. Place order for 250
more.
1 Brand Salience 432 5
What’s special?
What’s special?
1 Brand Salience 432 5
What’s special?
1 Brand Salience 432 5
What’s special?
1 Brand Salience 432 5
Consistently Cheeky!
1 Brand Voice 432 5
Crystal Clear Messaging!
One type of airline | Brand new Airbus A320sOne type of fare | Low
One type of customer service | ProfessionalOne way to deal with delays and cancellations | Honestly
1 Brand Voice 432 5
1 Brand Equity Pyramid432 5
Resonance
Judgments Feeling
ImageryPerformance
Salience
1 Brand Equity Pyramid432 5
Resonance
Judgments Feeling
ImageryPerformance
Salience
India’s largest AirlinesLargest aircraft fleet
Maximum routes
1 Brand Equity Pyramid432 5
Resonance
Judgments Feeling
ImageryPerformance
Salience
On Time ServiceCompetitive PricesSpotless InteriorsCourteous Staff
1 Brand Equity Pyramid432 5
Resonance
Judgments Feeling
ImageryPerformance
Salience
Fun, Cheeky and SpunkyYouthful
1 Brand Equity Pyramid432 5
Resonance
Judgments Feeling
ImageryPerformance
Salience
Always On TimeHigh Professionalism
Quality ExperienceComfortable
1 Brand Equity Pyramid432 5
Resonance
Judgments Feeling
ImageryPerformance
Salience
SatisfactionHigh Value for Money
Dependable
1 Brand Equity Pyramid432 5
Resonance
Judgments Feeling
ImageryPerformance
Salience
High LoyaltyPersonal Attachment
Reliability
1 Brand Extensions432 5
Courier Services
Low Cost Fastest DeliveryAlways On Time
Maximum RoutesThe Most Reliable
CargoCourier
Seamless Integration
1 Brand Extensions432 5
Taxi Services
Low Cost All New Cars
Always On TimeMaximum Routes
The Most Reliable
TaxisAirlines
Customer Remains King
Thank You!