Ok I do have a question or two . What is CI and RI? How do you combat when another airline floods one of your markets. Lowering the fare didn't seem to hep although adding even more flights did.
CI -- C
mage. This is how well people know and feel about your company. The higher the value, the more "name-recognition" you've got, therefore, given the choice, people will fly with the name they recognize and trust versus a lower one. You always want to have the highest CI you can have. You get more CI with more General Campaigns, the more money you spend the higher your CI goes.
RI -- R
mage. This is how well people know about the service you provide on a given route. People might know all about you providing a service but not care for your reputation, or they might know all about your airline but just don't know you provide service on a route they want to fly. RI can be paid for via Route-Specific Campaigns but don't do it
. You will always
get to an RI of 100 on a route simply by flying it regularly.
RI is important, but CI is FAR
more important than RI. Always shoot for the highest CI you can afford to pay for.
As for combating an airline -- good luck. If they're much larger than you, it's virtually impossible as they have the cashflow to sustain losses on your routes. Demand isn't particularly price elastic in this game, so changing your pricing will only give you a relatively modest increase in your passengers, and the lower margins you take make it untenable in the long-term. Frequency is the absolute best way to combat people in this game. Fly more regularly and passengers will greatly
prefer your service even at much higher pricing.