Marketing Metrics AVIATION

8/22/2019 Marketing Metrics AVIATION

1/16

MARKETING METRICS:

I ndian Civi l Aviation

MADE BY:

Abhinav Srivastava

10MBI 1002


2/16

What is Metrics?

A metric is a measuring system that quantifies a

trend, dynamic or characteristic.

In virtually all disciplines, practitioners use metrics

to explain phenomena, diagnose causes, sharefindings, and project the results of future events.

They make it possible to compare observations

across regions and time periods. They facilitateunderstanding and collaboration.

Marketing Metrics: Opportunities, Performance &

Accountability


3/16

Aviation sector

The sector deals with the transport of passenger and cargo from

one place to another, using the aerial route.

Air travel remains a large and growing industry.

Facilitates economic growth, world trade, international investment

and tourism and is therefore central to the globalization taking placein many other industries

Vision 2020 statement predicts handling 280 million customers by

2020.

75% of the market share is owned by the private sector.

India is the 9th largest aviation market in the world.


4/16

Players in Aviation Industry

The players in aviation industry can becategorized in three groups:

Public players: Air India

Private players: Jet Airways, KingfisherAirlines, Spice Jet, Air Deccan

Start-Up players: Omega Air, Magic Air,

Premier Star Air & MDLR Airlines.


5/16


6/16

Consumer Choice Parameters


7/16

JET AIRWAYS:Joy Of Flying

Total passengers who travelled in Indian AviationSector in September 2012= 41.88 lakhs

Passengers who travelled by JET AIRWAYS in

September 2012= 7.66 lakhs

Market Share of JET AIRWAYS= (7.66/41.88)*100

= 18.3%

Market leader is INDIGO AIRLINES with 27.3%

market share..


8/16

JET AIRWAYS:Joy Of Flying

Total Aircrafts owned by full service carriers= 375

Total Aircrafts owned by JET AIRWAYS= 96

Aircraft Share in Indian Aviation Sector for JET

AIRWAYS= (96/375)*100

= 25.6%

Maximum Aircraft Share is of AIR INDIA with

31.73% i.e. 119 aircrafts.


9/16

Profitability Ratio

It gives us the earnings available to the investors and

owners of the company after taking into account all the

expenses incurred during the business operations.

Profitability(%)= Profit after Tax(PAT)/Net Sales


10/16

Returns on Assets (ROA)

An indicator of how profitable a company is relative to itstotal assets. ROA gives an idea as to how efficient management

is at using its assets to generate earnings.

ROA= Profits before interest, depreciation &tax/ Total assets


11/16

Returns on Sales (ROS)

A ratio widely used to evaluate a company'soperational efficiency. ROS is also known as a firm's

operating profit margin.

ROS= Profits before interest, depreciation & tax/

Sales


12/16

HERFINDAHL INDEX

It measures the market concentration of an industry's largest firms inorder to determine if the industry is competitive ornearing monopoly.

It is calculated by squaring the market share for each firm and thensumming the squares.


13/16

BRAND DEVELOPMENT INDEX (BDI)

It quantifies how well a brand is performing with itsspecific group of customers, compared with its averageperformance among all consumers.

CATEGORY DEVELOPMENT INDEX (CDI)

Ratio of the sales of a product category tothe population of a specific area. When combined

with Brand Development Index, it can be helpfulin estimating the growth potential of a brand orcategory.


14/16


15/16

Market Share Of Domestic

Airlines in 2011


16/16

Documents

Marketing Metrics AVIATION