SEGMENTATION- as indigo is a low fare airline, the segment of market chosen by it is PRICE- SENSITIVE customers. Operating as a low-cost carrier means the company is seeking to serve cost and value-conscious consumers, small business executives, and customers who are traveling short distances and prefer a low-cost fare.
The company has a strong emphasis on customer service and a differentiation strategy to keep customers happy and loyal.
TARGETING – The target market for indigo airlines is as follows:-
The travelers who travel through trains and have a pre conceived notion of the airplanes being costly then the trains.
Potential customers from the various other airlines which are not happy with the price and the service they get from the respective airlines.