Executive Summary
This report outlines a strategic approach for IndiGo to exponentially increase the number of
customers booking through its direct channels. By introducing a mix of value-based,
product-based, and service-based offerings, IndiGo can create a compelling and
differentiated experience, encouraging customers to choose its direct booking platforms.
1. Value-Based Offerings:
a. Dynamic Pricing with Guaranteed Returns:
Propose a pricing model where customers booking through the official website are given the
option to pay an additional 5% for a guaranteed 100% refund in case of cancellations.
Alternatively, if the customer chooses not to cancel, provide a 90% refund in the form of
travel credits, which can be utilized for future IndiGo bookings.
b. Reward Points System:
- Launch a carbon-neutral initiative, rewarding customers with redeemable points on every
booking as a part of the company's commitment to sustainability, offering customers the
flexibility to use points for flight upgrades, lounge access, merchandise, seat preferences, or
discounts on future bookings.
2. Product-Based Offerings:
a. - Forge partnerships with hotels to provide 24/7 availability of travel and accommodation
packages for customers booking directly through our platform. - Create bundled packages
that offer convenience and savings.
b. Strategic Collaborations for Discounts:
- Collaborate with large corporations to provide exclusive discounts to their employees for
bookings through our direct channels. - Create a corporate rewards program to encourage
group bookings
c. Exclusive Benefits for Direct Bookings:
Introduce perks like additional luggage allowance exclusively for customers who book
through the IndiGo website, making the direct channel more appealing.
3. Service-Based Offerings:
a. Payment Partner Alliances for Additional Benefits:
Partner with payment service providers to offer customers extra discounts or coupons for in-
flight meals, creating an added incentive for booking through IndiGo's direct channels.
Implementation Plan
Conduct a thorough marketing and communication campaign to inform customers about
the new offerings.
Collaborate with tech teams to seamlessly integrate these features into the IndiGo website
and mobile app.
Collaborate with media partner and social media influencer to increase online presence
about the new offering
Monitor and analyze customer feedback and booking patterns to continuously refine and
improve the offerings.
Conclusion
IndiGo, India's premier airline, faces a critical challenge: a mere 15% of bookings flow
through its direct channels. To soar above this pitfall, we propose a multi-pronged strategy.
Imagine personalized fares, bundled travel experiences with hotels and car rentals, and a
seamless IndiGo app that empowers your journey. Picture dedicated customer support,
proactive disruption management, and exclusive airport lounge access - all for direct
bookers. Let's gamify loyalty, leverage social media, and harness data to personalize your
experience. This is not just about booking flights; it's about taking ownership of your travel
journey with IndiGo. Join us on this exponential ascent, and let's make direct bookings the
preferred choice for every traveller.
Group Members
Amar Agarwal (MBA08018)
Arpit Verma (MBA08029)
Mayank Singh (MBA08108)
Naman Jain (MBA08121)
Gaurav Pagaria (MBA08229)
Prasad Pansare (MBA08231)
Subham Singh (MBA08233)
Aqueeb Mujahid (MBA08241)
