Marketing Plan for Air India: Improving Services with 7P's & SCAMPER

This report focuses on developing a marketing plan to improve Air India's services and enhance customer satisfaction in the competitive aviation sector. It utilizes the SCAMPER methodology to analyze and renovate Air India's offerings, focusing on the 7P's of marketing: people, physical evidence, process, promotion, product, price, and place. The plan aims to identify areas for improvement by substituting outdated services, combining innovative ideas, adapting to customer needs, modifying processes, finding alternative uses for resources, eliminating inefficiencies, and reversing negative trends. The analysis incorporates customer feedback to ensure that the proposed changes align with customer requirements and technological advancements, ultimately leading to a more customer-centric and competitive Air India service.

Assignment
Marketing

Contents
Introduction:...............................................................................................................................2
Methodology:.............................................................................................................................2
Conclusion:................................................................................................................................3
References:.................................................................................................................................3
Appendix A:...............................................................................................................................4

Introduction:
In this research paper we are going to focus on the marketing plan for improving the Air
India Services which helps in improving the satisfaction level of the customers. This paper
helps in preparing the mind map for the renovation of the air India services project. The
preparation of the mind map needed because of the growing services in the aviation sector.
The mind map should be prepared by focusing on the 7P’s areas of critical thinking such as
people, physical evidences, process, promotion, product, price, and place. The analysis of the
target customers and their requirement helps in including the changes required for improving
the facilities provided to the customers of Air India. T
Methodology:
The Scamper methodology was undertaken to prepare the mind map for the promotion of
aviation services of the air India Company. The scamper methodology focuses on the
following areas which are described in the table below:
Areas covered Description
Substitute The substitute technique helps in gathering details of air India
services which are required to be replaced with the newer ones.
Target customers are the main concern of the growth of the
airline sector (Wilson, 2016). The facility provided to them
should be improved with the use of new equipment and
technology.
Combine The strength to the marketing innovative ideas can be given by
focusing on areas of people and the promotion techniques used
to make them aware about new facilities which are under
progress.
Adapt The minor changes to the existing system helps in adding new
values to the promoting campaign of the air India services
among the customers through different means of promotional
channels. The change in price of the cost of the flight ticket
should be changed according to the demand, operation and
competition (Bowen ,2013).
Modify The modification is required in improving the marketing and
the promotional plan so that it helps in improving the
customer’s point of attraction towards the services. Fewer
changes should be done in the actual processing program but
presented to the customers in the magnified manner. The
location should be modified according to the demand of the
customers (Elmansy, 2014)
Put to another use The existing services should be renovated to be presented in
the newer look in front of the customers. The facility provided
to the customers should be improved according to the growth
of the technology and equipment.
Eliminate The analysis of the customer’s feedback report helps in
eliminating the resources which are not in use and does not
fulfil the requirement of the air India customers (Warrink,

2012)
Reverse The techniques, processes, and facilities should be improved
according to the changes required in the complete curriculum
of the air India services.
Conclusion:
The purpose of the paper is to design a mind map for improving the facilities of the air India
according to the changing requirement of the customers and the inclusion of new equipment
and technologies. The scamper methodology helps in finding the question of research related
to the area of substitute, adapt, modify, combine, eliminate, and reverse.
References:
Bowen, B. (2013). A quantitative methodology for measuring airline quality. Retrieved
https://commons.erau.edu/cgi/viewcontent.cgi?article=1063&context=jaaer
Elmansy, R. (2014). A guide to the Scamper technique for creative thinking. Retrieved
http://www.designorate.com/a-guide-to-the-scamper-technique-for-creative-thinking/
Warrink, D. (2012). Marketing Mix in a marketing context. Retrieved
http://essay.utwente.nl/67347/1/Warrink_BA_MB.pdf
Wilson, K. (2016). A preliminary study on the use of mind mapping as the visual learning
strategy. Retrieved https://files.eric.ed.gov/fulltext/EJ1092430.pdf

Appendix A: