A lLlLl[A N <C

1LJ[ N l[ V lE ll l § l[ 1[' Y
lE
Prhiat e University established in Kart1ataka Stare by Act No.34 of year
2010 Recognized by the U11frersity Grants Commission (UGC), New
Delhi

Alliance School of Business

A Study on

"B2B Ma rketing strategy designed to persuade B2B consumers for Make in

India product I service."

Of

AIR INDIA AIRLINE SERVICE

From Mumbai to Bangalore

Submitted By
(Group 12)

Sudhanshu Shekhar Singh - 2023MMBA07 ASB24 l

Ayesha Das - 2023MMBA07 ASB

Newton Bora - 2023MMBA07ASB115

Sanskriti Kothari - 2022MMBA07 ASB I 09

Submitted To
Prof. Sandeep Shede

A report submitted in the partial fulfilment of the requirements for the degree of
Master of Business Administration.
Page 1
 CONTENTS
1. Module I - Executive Summary
2. Objectives of the Project
3. Primary Objective:
4. Scope of Project
5. Research Methodology
6. Methods of Data Collection
7. Tools Used for Data Analysis
8. Limitations of the Study

9. Module II - Products & Services

10. Company Analysis:
11. Introduction about the company
12. Products I service
13. Service & Unique Selling Proposition (USP)
14. Product Life Cycle (PLC) & changing value propositions
15. Cannibalization Possibility - Advantageous I Disadvantageous
16. Pricing
17. Skimming Strategy
18. Channel Structure:
19. Analysis of internal environment: SWOT analysis
20. Market Analysis
21. B2B Customer Analysis
22. Competitor Analysis

23. Module III -Advertising & Sales Promotion Strategy

24. Sales Forecasting Technique
25. Forecast the Expected Sales Promotions Activity Results
26. Period of sales promotion activity -
27. Budget of sales promotion activity
28. Ethical Concerns

29. Actual Outcome of Advertising & Sales Promotion activity

30. Review the performance
31. Conclusion - Outcome of Advertising & Sales Promotion activity
32. Future Suggestions

33. Module IV - Managing Sale Team and Relationship Management

34. Module V - Creating a B2B Marketing Strategy

35. Segmentation
36. Product innovation
37. Pricing strategy
38. Supply chain

Page 12
Module I - Executive
Summary

Air India, as one of India's premier airlines, plays a crucial role in connecting
major business hubs across the country. Among its numerous domestic routes,
the Mumbai-Bangalore sector stands out as one of the most vital, linking two
economic powerhouses that are home to a vast array of industries and
multinational companies. This route serves a significant number of business
travellers, making it a cornerstone in the corporate travel ecosystem. Air India
has long recognized the importance of this market, offering a range of services
tailored to the needs of frequent business flyers. From different service classes
that cater to varying comfort and convenience levels to loyalty programs that
reward repeat customers, the airline has established itself as a go-to choice for
companies that require regular air travel between these cities. Additionally, the
airline's corporate packages are designed to provide cost-effective, flexible
solutions for businesses, ensuring seamless travel experiences for their
employees. As the demand for business travel continues to grow, there is a
pressing need to further strengthen Air India's position in this sector. This project
seeks to analyse Air India's current market standing on this crucial route and
develop a targeted B2B marketing strategy that will enhance its share of the
business travel market, focusing on meeting the evolving needs of corporate
clients and maintaining a competitive edge in a highly dynamic industry. This
project will explore ways to leverage these existing strengths while identifying
new opportunities to increase market share, deepen corporate relationships, and
enhance customer satisfaction among business travellers.

Page 13
Primary Objective:
Development of a B2B marketing strategy for Air India that can effectively
target businesses in the Mumbai to Bangalore route, to enhance customer
acquisition and retention in the corporate travel segment.

Secondary Objectives:
1. Analyse customer needs and perceived value in this route.
2. Find the competitive advantage of Air India services from its
competitors.
3. An analysis of pricing and promotion strategy that can most effectively
increase business clientele.

Scope of Project:
The scope of this project will involve Air India services on the Mumbai to
Bangalore route. Strategies of B2B marketing in this route will be focused on it.
The process will be by observing the choices of corporate traveller 's, corporate
packages, loyalty programs, and prices.

Research Methodology:
Methods of Data Collection: Primary Data
Primary data will be collected through interviews and surveys with key
stakeholders, those being
• Business Travelers: Regular passengers on the route from Mumbai to
Bangalore will be surveyed to understand what they want, expect, and
how satisfied they are with Air India services.
• Corporate Travel Managers: There would be travel managers from
corporate companies to understand the needs of corporate travel, reasons
behind the choice of airlines, and comments on Air India's corporate
packages.
• Industry Experts: Meeting experts in aviation industries will give
insights into current and developing trends, issues, and scope for the
corporate travel market.

Page 14
Methods of Data Collection: Secondary Data
Secondary data are collected from a credible source, which consists of the
following data sources:
• Conclusions relating to the performance on the Mumbai-Bangalore
route and the identification of strategic priorities are derived from
analysing the financial and operational reports of Air India.

• Reports and published data from key competitors like Indigo, Vistara,
and SpiceJet are analysed to understand their B2B services and market
positioning.

• Industry Studies: Aerodrome industry analysis reports, market study

reports, and trends will put the discussion into perspective and shed light
on corporate business travel behaviour.

• Publicly Available Information: Articles in local newspapers, press

releases, and government aviation reports will help to track changes in
regulation, how Air India is progressing, and competitor moves.

Tools Applied in Data Analysis:

SWOT Analysis
Air India's internal strengths will be based on a SWOT analysis that reveals its
weaknesses and compares the strengths and weaknesses that it has on the
Mumbai to Bangalore route and the competitive opportunities and threats posed
by the market environment. This will highlight the major areas of opportunity
and strategic growth in the B2B segment.

Page 15
PESTLE Analysis
PESILE or the Political, Economic, Social, Technological, Legal,
Environmental analysis will be done to understand the macro-environmental
influences that might challenge Air India's B2B strategy. It will be related to the
understanding of trends in the market, regulatory changes and changes in
technology in the business travel sector.

Customer Segmentation Analysis

We can slice the business travel market on the lines of company size, travel
frequency, and service requirement specifications (economy vs. business class)
and therefore develop appropriate marketing plans for Air India that are
matched to the different needs of business groups. Data clustering techniques
may be used for categorization of key customer segments.

Competitor Benchmarking
A comparative analysis will be drawn to benchmark Air India's offerings against
its competitors, including Indigo, Vistara, and SpiceJet. The comparison would
relate to the pricing models of competition, offers and services accorded by
them, their loyalty program, and satisfaction level by their customers to assess
where does Air India stand competitively.

Trend Analysis
Trends of the Industry about corporate travel post the pandemic, digital
transformation, and sustainability will also be made available. In doing so,
future demand patterns can be anticipated, and the development of specific B2B
strategies will be done accordingly.

Limitations of the Study:

• Dependence on available public information
• Focus is limited to a single route

Page 16
Module II - Products & Services - City/State Perspective

Company Analysis: Air India

Introduction about the company

An old and high-profile Indian airline, Air India, offers services in both domestic
and international sectors. This report is a brief history of the company, its current
developments, and what it does in the domestic aviation sector.

Products/Service Overview
1. Classes: Economy, Business, and First Class.
2. Onboard facilities: Food, Internet, entertainment.
3. B2B products: Travel packages for business groups, loyalty programs
such as Flying Returns.
4. Amenities: Special boarding procedures, airport lounge for business
travellers.

Product/Service Attribute Decisions

1 . Tangible Values: On-time performance, quality of in-flight
meals, comfortable seating, and flight frequencies.

2. Intangible Values: Brand reliability, customer service, smooth corporate

booking processes, and loyalty program benefits.

Packaging and Labelling Decisions

Packaging for corporate customers involves services in a bundle, such as access
to lounges, frequent flyers programs, and exclusive corporate discounts.

Page 17
Product Support Services Decisions
1. Utility: Availability of more frequent flights, flexibility in bookings, and
cancellation for businesses.
2. Efficiency: High efficiency in the check-in and boarding procedures for
business travellers.
3. Safety: Compliant with all regulatory and safety requirements.
4. Aesthetics: Business and first-class Seating Aesthetics Appealing for the
professional
5. Ergonomics: Extra spacious leg-space in business class with an
ergonomic seat.

Product/Service & USP Ma rket Testing

Air India offers corporate travel solution, benefit of loyalty program, and rich
legacy of being a safe airline to be the USP for the business segment

Product Life Cycle PLC & Value Propositions with Change

As the services of Air India mature, the company never stops innovating with
regards to offering more personalized corporate packages and customer
expenence.

Cannibalisation Possibility
• Beneficial: Offering premium business services without major
cannibalization of economy class.
• Detrimental: Cannibalizing other business class products that the
competitor may be offering such as Indigo or Vistara

Pricing Strategy
• Skimming Strategy
Targeting premium corporate clients with overpriced business and first­
class seats.
Page 18
 • Penetration Strategy
Competitive pricing for packages to be sold to SMEs.

Cha nnel Structu re

1. Direct bookings Online: Website of the airline or corporate travel portals.
2. Indirect-Sales: Travel agencies, third-party corporate travel services.

Internal Environment Analysis (SWOT)

1. Strengths: Brand reputation, extensive network, government support.

2. Wea knesses: Public perceptions regarding quality service when

compared to private competitors.

3. Opportunities: New partnerships in corporate travel, SMEs.

4. Th reats: Indigo and Vistara giving stiff competition on the

same route.

Ma rket Analysis:

Ma rket Segmentation
Market segmentation for Air India's Mumbai to Bangalore route in B2B can be
divided into the following significant categories:
[Link] Corporations: Companies who have frequent business travel
requirements; typically, business or first-class is booked for the executive team.
They require high-quality services, loyalty programs, and booking flexibility.
[Link] and Medium Enterprises (SMEs): The smaller traveling companies that
most of the times book only economy class tickets but may require corporate
discount and loyalty schemes as well as bulk booking.

Page 19
[Link] Organizations: Government agencies traveling highly frequently
on this route, seeking cost-effective as well as reliable air travel options.
[Link]-Based Segmentation: Organizations like tech companies, financial
institutes, and consulting firms travel frequently between Mumbai and
Bangalore.

External Environment Analysis: PESTLE Analysis

Policy
Fuel taxes, regulatory compliances, and bilateral treaties control pricing and
service.
Benefits of domestic carriers to regulatory convenience may Favor Air India.
Economic
The post-pandemic economic rebound has lifted corporate travel sentiments as
demand has improved among SMEs and major corporations.
Inflation and volatile fuel prices will impact the cost of operations, thus possibly
changing price plans.
Social
The increased face-to-face interactions due to the post-pandemic in-person
events are increasing business travel demand. This holds especially true for such
major business route corridors as, for example, Mumbai to Bangalore.
There is an assumption on the part of business travellers that onboard services
should be quality, that flights should arrive on time, and that corporate loyalty
rewards should be ready for business travellers.
Technological
Digital book platforms, touchless mobile check-in, and real-time flight status
are fast becoming norm standards among business travellers.
Availability of Wi-Fi on flights has become an important factor for business
travellers to decide.

Page 10
Legal
Safety rules, consumer protection acts, and labour laws would impact the flying
operations
Data protection legislations need to be respected with regards to the treatment of
data from corporate customers and their loyalty schemes.
Environmental
There is growing pressure on airlines to become more sustainable in their
practices such as carbon offset programs and fuel-efficient fleets, which would
be influential for the corporate travel decisions especially companies that share
some sustainability goals.

B2B Customer Analysis

Definition of the B2B Target Audience

Target Group are corporate travel managers, decision-makers at large enterprises,
SMEs, and governmental organizations, addressing urgent needs for frequent
travelling, with reliable, flexible, and cost-effective travel solution.

Target Audience Profile

[Link] Corporations: High-budget clients who are concerned about high
premium services, frequent flyer benefits, and flexible travel options.
[Link]: Cost-conscious businesses that want to save on spending but also
require flexible booking options and some loyalty benefits.
[Link] Organizations: Usually seeking economical and secure travel but
preferring established airlines such as Air India.

Target Audience Location

The bulk of the target audience is in Mumbai and Bangalore, with headquarters
or major offices in those cities.

Page 11
Other important corporate centres in India, including Delhi, Hyderabad, etc.
help in generating business traffic in this route, as businesses tend to have
branch offices in many cities.

Customer Loyalty Potential

Frequent Flyer Programs: The "Flying Returns" mileage award loyalty
program operated by Air India offers miles and exclusive privileges to frequent
business travellers, which increases the retention of customers.
Corporate Discounts: I f discounted corporate travel packages are provided
with priority boarding and lounge access, customer loyalty in business travellers
will be improved.

Demand Patterns
1. The demand pattern for flights from Mumbai to Bangalore is always
steady as business activity does not stop between the two cities,
especially in the tech and financial sectors.
2. Peak Travel times happen with business conventions, exhibitions, or the
end of each fiscal year where the nature of corporate travel is more
frequent.

Competitor Analysis:

Competitors Profile
Domestic Competition - India
1 . Indigo: India's biggest low-cost carrier with more frequent flights, price
advantages, and a good record on punctuality. I t also addresses the budget­
conscious but efficient corporate clients aside from the individual business
traveller.

Page 12
2. Vistara: It is an upmarket full-service airline which targets high business
travellers by providing good on-board services along with lucrative partnerships
with luxury hotels and corporate travel programs.

Local City/State Competitors:

While regional airlines can provide in-region short-haul or connecting routes for
business travel customers within the region, the strength of influence on the
Mumbai to Bangalore route will not be as strong as it would be for major
carriers like Indigo and Vistara.

International Competitors:
Competition in terms of international carriers like Emirates or Qatar Airways ,
that are majorly focused on international routes should only be indirect through
connection-flying from international routes between Indian cities while offering
a package to MNC's.

Competitors' Sales Promotion Activity

1. Indigo: Indigo heavily relies on price-driven promotions such as the
"Early Bird Offer" and travel corporate tie-up offers, besides offering
discounts in bulk. They have continuous offers available throughout the
year, like during festivals and business conventions.

2. Vistara: Vistara is targeting the premium segments with value-driven

promotions involving upgrades , lounge access, and added frequent flyer
miles. Their offerings are more onto quality, comfort , and luxuries rather
than offers.

Period of Sales Promotion Activity

General Promotions during Business Seasons

Page 13
 • The promotions are there for the fiscal year starting, yearend celebrations,
and during the major business conferences happening in Mumbai and
Bangalore.
• Peak Sales promotional seasons, As most business travels tend to happen
during Q4 and Q1, the periods of budget usage and planning thus present
themselves as being synchronous with this. Sales Promotion Budget

Indigo - It primarily expends its budget on 36% digital and media spends
through other web-side social media, the online booking portals and corporate
travel partnerships targeting the business travellers.
Vistara - tends to splurge on premium marketing channels like business
magazines, corporate tie-ups and in-flight promotions marketed for high-end
customers.

Module III - Advertising & Sales Promotion Strategy

1. Sales Forecasting Technique

Probably, Air India engages in both qualitative and quantitative approaches to

forecasting sales in terms of demand between Mumbai and Bangalore.
Quantitative approaches might involve the study of historical sales data and
trend analysis, as well as time series forecasting. The qualitative approaches
may involve market research, customer surveys, and opinions from an expert.
These will help identify patterns of fluctuations, peak travel times, and customer
preferences.

2. Results of the Activity Expected Sales Promotions

The sales promotions can be analysed through simulations as well as by

comparing historical data. For example, if Air India is running an offer during
their peak travel season, they will expect 15-20% more bookings than during
any normal period. Analysis of previous promotions can also give a preview
about customer response and the ratio of conversion, so better predictions of the
future promotional activity can be made.

Page 14
3. Period of Sales Promotion Activity

The other critical factor is when to offer the promotion. Air India may plan in
terms of the major festivals or occasions that might help increase traveling
demands like local festivals in Bangalore or even a conference on business. For
instance, if the promotion happens before Diwali or New Year, it may attract
more customers. A promotion period should be long enough to let the customers
be aware but short enough to create some sort of urgency.

4. Sales Promotion Activity Budget

Planning with a defined budget is an essential aspect for promotion. In this case,
Air India will determine the expected return on investment from conducting
different promotional activities. This budget can include digital media, print
media, and outdoor boards. Evaluating the detailed previous promotions helps fix
an appropriate budget so that the amount of funds is utilized wisely to maximize
reach and impact.

5. Ethical Issues

The ethical issues of advertising and sales promotion are transparency, honesty,
and reasonableness. Here, the promotional message of Air India should not
mislead the passenger in flight schedules, pricing, or service quality. In addition,
they should not make aggressive marketing practices that make customers rush to
reach a decision. Ethical practices have long-term customer trust and brand
loyalty.

6. Actual Outcome of Advertising & Sales Promotion Activity

Key performance indicators are what can quantify the effects of promotions.
Examples of such KPis include booking rates, revenue generated, customer
feedback, and changes in market share. For instance, an increase in bookings or
in the ratings on customer satisfaction can be considered as successful since the
Page 15
promotional campaign led to that. There's constant tracking and analysis of such
parameters that help keep track of how effective the promotional strategies are
used.

7. Review the Perfo rmance

Reviews post-campaign is important to know what worked and what did not. Air
India can carry out performance reviews through booking data, customer
feedback, and gross revenue impact. The review process also includes assessing
the viability of the various channels used in the promotion. Air India can perfect
its strategies in the future.

8. Conclusion - Outcome of Advertising & Sales Promotion Activity

In the end, Air India's advertisement and sales promotions can be rated as
excellent by increased sales volume, enhanced brand presence in more effective
communications with customers. A successful campaign would bring about
short-term sales spikes but also establish long-term relationships for the brand
and market position.

9. Futu re Recommendations
• Data Analytics: Personalized offers and targeted customer groups data.

• Digital Channels: Increasing requirements of customers for online

access to the sites may also add more investment into digital marketing
will produce better returns.

• Environmental Concerns: There is an attraction towards the company

for undertaking environment-friendly activities.
• Loyalty Progra ms: Improving frequent flyer programs to develop
customer loyalty and attract customers.

• Feedback System: Implementing good customer feedback systems that

provide visions to improve offers constantly.

Page 16
Mod ule IV - Ma nagement of Sales Team and Relationship
Ma nagement

Ma nagement of Sales Team:

[Link] and Training: Recruit able salespeople who are well cognizant
about the aviation industry. Ensure that there is constant development on the
products and services, also, on how to deal with a customer.

[Link] Monitoring: Identify KPis, monitor your team, and check

every now and then how they are doing towards the sales targets.

[Link] and Incentives: Develop incentive programs that drive the sales
team, such as giving them bonuses once they meet the targets or have them
recognized.

Rela tionship Ma nagement:

[Link] with Customers: Corporate, travel agents, and those customers

who travel frequently are communicated on an individual basis. The offer is
tailored for each of them.

[Link] back System: Feedback is taken for betterment of service and solution
of every issue.

[Link] Progra mmes: Loyalty programmes like Air India's Flying Returns
are encouraged so that corporate business is derived through repeat business,
thus making their loyalty even stronger.

Page 17
Mumbai to Bangalore Route:

I .Market Research: The market trends regarding competitor services must be

cross-checked more frequently and sales moves must be standardized in
accordance with it.
[Link] and Partnership: Liaison with local business houses and tourism
boards to value-for-money packages and promotions to be offered to the
traveller.
[Link] Service Excellence: High standards in customer services-by
making it even more memorable, ensuring many come back and positive word
of mouth.

Module V - B2B Marketing Strategy Development

SEGMENTATION- B2B Marketing Strategy for Air India: Segmentation

(Mumbai to Bangalore)

Industry Segmentation:

IT and Technology: Reach the tech companies of Bangalore that will travel
frequently for conference and client meeting.

Finance and Banking: To reach banks, financial institutions and others that
will travel frequently for the customer service and conferences.

Pharmaceuticals: Reach out to Pharma companies for sales meeting,

Conference, and training programs.

Company Size:
Large Corporates: Target organizations that have assigned travel budgets for
customized services and deals with corporates.

Page 18
SME's: Target small and medium sized enterprises, traveling less than others,
but expecting complete transparency in expenses.

Traveling Frequency: High-Traveler clients for the customised loyalty

program benefits and several other incentives.

Mild Travelers: Organize promotional deals for those firms that do not travel
so frequently. And compel them to use Air India for their traveling purposes.

Geogra phic Segmentation:

• Local Businesses: Focus on Mumbai-based businesses that conduct or

have business in Bangalore.

• National Companies: Reach out to those organizations that transcend the

cities and emphasize the ease of traveling by Air India.

Behaviou ral Segmentation:

• Travel Preferences: Use them according to business class and non­
business class booking. One must even consider the options of non-stop
planes.

• Booking Patterns: Evaluate their booking habits to target specific

promotions to those which are usually last-minute or advance booking
compames.
Corporate Events and Conferences: Companies that organize events and
conferences in Bangalore, group travel solutions and packages.

Segmentation of Decision-Ma ker:

Identify and get in touch with the right decision-makers travel managers,
procurement officers, and HR departments to communicate directly and offer
the right value to their needs
Page 19
Executing a Segmentation Strategy:
• Message Tailoring: Construct customized marketing campaigns for each
segment, according to appropriate benefits and service.
• Tailored Communication: Personalized emails, proposals, and
presentations to every segment.
• Performance Tracking: Tracked effectiveness of the segmented
strategies and changed according to levels of response and engagement.
Market segmentation can help Air India do more focused and impactful
B2B marketing strategies for the Mumbai to Bangalore route, thereby
bringing a higher rate of sales and customer satisfaction.

PRODUCT INNOVATION:
Corporate Travel Packages tailored made: Offer tailored travel solutions to
corporate clients, which would be flexibility in booking, discount offers on
group fares, and loyalty rewards for regular travellers.
no. Other Focused Services like appointing a dedicated account manager for
corporate customers dealing with bookings and queries.

Class Upgrades:
The business class experience can be designed with premium amenities that
entail engaging options for meals, priority boarding, and access to lounges.
Offer a "business travel package" with services such as airport transfers; this
would make travel easy for corporate travellers.

Technology Integration:
Have a friendly booking portal that is suited for corporate customers: easy to
browse through their travel itineraries, preferences, payment options, etc.
so Of course, there must be a mobile application where business travellers can
easily change their bookings; get special deals and promotions in real-time.

Sustaina bility Initiatives:

Launch green travel options, including carbon offset programs , to attract
businesses with sustainability targets.

Page 1
20
Promote sustainable aviation fuel and other environmentally conscious
processes to attract the socially responsible companies.

More Personalized Loyalty Programs:

• Reengineer loyalty programs that have tiered, categorized rewards
specifically based on business travel customers' needs, like bonus points
for groups or referrals.
• Introduce tiered loyalty models that give more benefits as the customer's
travel frequency or the amount of spend increases.

Revenue-Generating Services:
Provide travel-related ancillary services, such as travel insurance, car rental, and
hotel booking, as ancillaries within corporate travel packages.
Develop partnership with local hotels and transportation services in Bangalore.

Innovations Based on Feedback:

There should be an institution to collect travel-related experience feedback from
the corporate clients that will offer constant innovation and improvement of
services.
Organize focus groups or surveys with key clients to better understand what
they expect and need.

Solutions for Corporate Events:

Specific services to offer to event-organising companies in Bangalore:
consolidate travel coordination, VIP arrangements, and reduction in travel on
events.

Product Innovation Strategy Implementation

• Marketing Communication: Create marketing communications that
emphasize the innovativeness of products and unique value propositions
for B2B clients.

Page I 21
 Training Sales Teams: Educate sales representatives on new products and
services to ensure they discuss all the benefits with clients.
• Pilot Programs: Offer pilot programs for new products with specific
corporate clients to gather experiences and improve products before a
mass roll-out.

PRICING STRATEGY

Competitive Pricing Analysis:

Conduct competitor pricing analysis on other airlines operating the same routes
to ensure Air India is competitive.
Track the movement in market rates and move the prices to maintain
competitiveness for the B2B clients.

Volume Discounts:
Pricing system that offers volume discounts across ticket sales volumes for
corporate clients and, more importantly, encourages greater purchases.
Company-specific discount offers for signing a certain number of flights in
a
quarter or even year.

Dynamic Pricing:
Dynamic Pricing Models: Most common and flexible way of implementing
competitive rates during peak and off-peak seasons is through usage of dynamic
pricing models adjusted according to demand, booking time, and availability.

Flexible Pricing:

Develop flexible pricing that can alter according to the needs of corporate
travel, which are constantly changing.

Bundled Offers:
Bundle up flights, hotel accommodations, and transportation and create
bundled offers, which present added value through cost savings, and simplify
travel planning for businesses.
Page 122
Special Packages for Corporate Events or Conferences; Include for instance
special packages for corporate events or conferences which involve both flight
and group travel discounts.

Corporate Contracts:
Long-term corporate contracts with fixed price agreements and stability and
predictability for companies' travel budgets.

More Benefits of dedicated customer service, priority boarding, or other

rewards in these contract arrangements.

Promotional Pricing:
Specific promotional campaigns can be targeted to offer discounts at specific
times for new corporate clients or travel seasons to encourage bookings now.
Introductory offers to first-time corporate clients to try it out and develop the
relationship.

Loyalty and Reward Programs:

Loyalty programs where bonus points or discount for future travel are offered
when a company spends to certain thresholds.
Referral incentives where the companies get discounts when they refer other
companies to Air India.

Transparent Pricing:
No hidden fees pricing structure so that the corporate clients know all what they
are charged and do not mistrust Air India.
Transparent Breakdown of expenses related to bookings so that the business can
determine the expense on the travel and hence easier to keep track of their
expenses.

Implementation of Pricing Strategy:

•Train Sales Teams to understand pricing models as well as the actual value that
needs to be communicated to clients.
Page 123
•Market Communication: Communicate price strategy benefits through
marketing materials and proposals with clarity.

•Feedback Mechanism: Continuously gather feedback from B2B clients

regarding the pricing satisfaction to adjust strategies accordingly.

SUPPLY CHAIN

[Link] rtnership Development:

Develop strategic partnerships with the local businesses, logistics suppliers, and
travel agencies for seamless traveling.
Partner with the companies who are managing employee travels or corporate
events for onboarding the packages of Air India in this list.

2. Integrated Booking Systems:

Create a single booking system from which corporate clients can manage their
travel logistics under one roof, that is, flight, accommodation, and transport
logistics.
Flight schedules and bookings should be communicated to the company in real­
time to enable efficiency.

3. Chain Logistics supply

Operate with the suppliers; for example, catering services and ground
transportation to ensure that what is being provided remains standardized and of
quality in the level of travel service.
Develop contingency plans for the supply chain to be affected for a steady
supply to the client.

4. Invento ry Ma nagement:
To optimize the seat inventory for B2B clients so that when the big groups or
frequent traveller clients are booking, there are enough seats available for them.
no Utilize data analytics to forecast demand patterns so that capacity can be
tailored to meet proper corporate travel needs.

Page 124
5. Customized Solutions:
Design solutions for sectors like technology or finance, which may have special
necessities at travel time.
Flexibility in the policies on cancellation, changes, and no-show fees with
corporate clients.

6. Sustainability Practices:
Sourcing with the assistance of local catering services that have a lower carbon
footprint when managing one's supply chain.
Promote these efforts to B2B customers, but only find those that would be
interested in their sustainability objectives.

7. Performance Metrics:
Develop KPis that will monitor how good or bad one's supply chain is about
fulfilling B2B clients' needs and wants, such as on-time performance, customer
satisfaction, and service reliability.
Continuously monitor performance data to discover where one can better
oneself in terms of the quality of one's service delivery.

8. Client Feedback Loop:

Establish a good feedback mechanism to learn from business customers what
their travel experiences are about, pinpointing pain points and areas for
improvement.
Apply the learning from these feedback in improving the supply chain processes
and aligning them with the expectations of the client.

Implementation of Supply Chain Strategy

• Training Programs: Offer training to staff on B2B relationship
management as well as the intricacies of a corporate travel.

• Marketing Communications: Hail the efficiency and reliability of Air

India's supply chain in its marketing communications addressed to B2B
customers.

Page I 25
• Continuous Improvement: Conduct continuous assessments and
adjustments of supply chain practices based on client feedback and
industry best practices.
no

Page 1
26