• Every day, it delivers the morning news to customers in 126 languages

• Each Year, it uses 4,15,000 cases of wine, 40 tones of chicken, six tones of salmon and serves 33 million cups of tea.

• The innovative fully flat bed in new club world enables it to offer bed and breakfast to 7000 people every night.

– Passenger Airlines– Airports– Cargo Airlines– Air Services Suppliers

Air ServicesAir Services

– 3rd Party Logistics– Public Transport– Freight Rail– Ocean– Trucking

Freight, Logistics and RailFreight, Logistics and Rail

Travel and HospitalityTravel and Hospitality– Distribution– Hotels & Gaming– Cruise– Vehicle Rental

• BA in 1981 was a Very Troubled Airline. Severe Losses (145 m. Pounds), Overstaffed, Poor Quality. Close to bankruptcy.

• John King Appointed Chairman. Initiates Survival Plan. Radical Steps Include Reducing Staff From 52,000 to 43,000 in 9 months. Next to 35,000. Largely Voluntary.

• Between 1981 and 1990, Total Transformation From ‘Bloody Awful to Bloody Marvelous’. Record Profits (245 m. Pounds) in 1990.

• King and Marshall found an airline that was in the ‘transportation business’ and was not customer oriented.

• BA responded by changing the culture with training programs - Putting People First, for all staff with customer contact

• The whole of airline industry suffered immense losses after 9/11

• Like many of its rivals, BA had been forced to cut jobs, reduce its fleet and the number of scheduled flights.

• Perversely, BA's position was helped by the tragedy. Although global air travel took a downturn, BA recognized the need to increase its budget to 'market ourselves out of difficult times'.

• BA has a fleet of over 220 aircraft including 56 Boeing 747s, 45 Boeing 777s, (had seven Concords) and 38 Airbus A319/320s

• BA e-ticket can be amended up to 30 minutes before check-in

• The passengers can print their boarding pass online and hence can directly board the flight, thus saving a lot of time.

• Concorde was its flagship supersonic commercial travel jets– It’s passengers received priority treatment like exclusive lounges at London Heathrow and JFK and specially trained crew to ensure the premium level of service is delivered superbly.

• One of its key achievements of BA in the 21st century is a new short haul pricing structure for the UK and European market– E.g. offers fares starting from £59 return on domestic

flights and £69 return to Europe.

• The Executive Club is British

Airways’ main frequent flyer

program.

• The marketing strategy involves the internet, especially chat rooms such as flyertalk.com, which is monitored regularly and to which a person has been assigned who is authorized to post “official” BA views on the website.

• The airline also sponsors the Rugby Football Union and the current British and Irish Lions tour to New Zealand

• Strong competition from budget airlines like Ryanair and Easyjet because of its perceived association with the business travelers only.

• To counter this, BA introduced special fares for short haul journeys which were comparable to no-frills airlines.

• Ads on the receipts from ATM machines. (only pounds 69 to go to Paris)

• BA is a part of ‘OneWorld’ alliance launched in February 1999.

• OneWorld is an alliance of 7 international airlines like American Airlines, Cathay Pacific, Qantas etc. which share marketing costs and airport facilities.

“We’ll take more care of you….”“We’ll take more care of you….”

“Fly the Flag…”“Fly the Flag…”

“The World’s Favorite Airline…”“The World’s Favorite Airline…”

“Upgrade to British Airways…”“Upgrade to British Airways…”

• BA recently redesigned its website home page to make www.ba.com easier to use and more appealing

• Links to BA special offers and the Executive

clubs plus advice on how to access British Airways new cheaper fares are in place.

• A dedicated website for the agents has been designed by BA

• Leading to faster processing• As a result, increase in the number of agents

and their commitment.• Leading to greater reach.

THANK YOU…