Brand study of Jet AirwaysBrand study of Jet Airways

Team Members:Team Members:Sulabh RastogiSulabh Rastogi

Rishikesh PatelRishikesh PatelPriyanka RathorePriyanka Rathore

Vishwa MohanVishwa Mohan

ContentsContents

Introduction and history of the brand.Introduction and history of the brand. Market scenario – Key players and other Market scenario – Key players and other

leading brands.leading brands. The end-consumer’s needs, desires, The end-consumer’s needs, desires,

preferences.preferences. Brand elements.Brand elements. Market segmentation and brand positioning. Market segmentation and brand positioning. 4Ps and brand.4Ps and brand. Suggestions for enhancing brand equity.Suggestions for enhancing brand equity.

IntroductionIntroduction With an average fleet age of 4.82 years, Jet Airways has one of the youngest aircraft With an average fleet age of 4.82 years, Jet Airways has one of the youngest aircraft

fleet in the world fleet in the world

Jet Airways currently operates a fleet of 96 aircraft, which includes:Jet Airways currently operates a fleet of 96 aircraft, which includes:– 12 Airbus A330-200 aircraft12 Airbus A330-200 aircraft– 19 modern ATR 72-500 turboprop aircraft.19 modern ATR 72-500 turboprop aircraft.– 55 classic and next generation Boeing 737-700/800/900 aircraft55 classic and next generation Boeing 737-700/800/900 aircraft– 10 Boeing 777-300 ER aircraft10 Boeing 777-300 ER aircraft

With With 7171 destinations, it claims to connect a place every 5 minutes. destinations, it claims to connect a place every 5 minutes.

It's one of the fastest growing airlines in the world.It's one of the fastest growing airlines in the world.

Jet Airways operates flights to 25 international destinations and 46 destinations within Jet Airways operates flights to 25 international destinations and 46 destinations within India India

Jet Airways (India) Ltd. has earned the distinction of receiving the IATA Operational Jet Airways (India) Ltd. has earned the distinction of receiving the IATA Operational Safety Audit (IOSA) Registration.Safety Audit (IOSA) Registration.

History of the brandHistory of the brand

Jet Airways commenced operations on May 5, Jet Airways commenced operations on May 5, 1993.1993.

Within a short span, it has established its position Within a short span, it has established its position as a market leader.as a market leader.

It has the distinction of being repeatedly adjudged It has the distinction of being repeatedly adjudged India's 'Best Domestic Airline' and has won several India's 'Best Domestic Airline' and has won several national and international awards.national and international awards.

Market scenario – Key players and Market scenario – Key players and other leading brands.other leading brands.

Passenger: Passenger: Air India, Air-India Express, Jet Airways, GoAir, Air India, Air-India Express, Jet Airways, GoAir, Indian Airlines, IndiGo, JetLite , Kingfisher Airlines , Indian Airlines, IndiGo, JetLite , Kingfisher Airlines , Paramount Airways , Spice JetParamount Airways , Spice Jet

Regional: Regional: Air India Regional ,Jagson AirlinesAir India Regional ,Jagson Airlines

Charter: Charter: Club One Air, Deccan Aviation, K-Air Charters, Club One Air, Deccan Aviation, K-Air Charters, Pawan Hans, TajAirPawan Hans, TajAir

Cargo Airlines: Cargo Airlines: Air India Cargo, Blue Dart Aviation, Crescent Air India Cargo, Blue Dart Aviation, Crescent Air, Deccan 360, Flyington Freighters.Air, Deccan 360, Flyington Freighters.

Private carrier Jet airways and Jetlite Private carrier Jet airways and Jetlite with 26.3% market share.with 26.3% market share.

Kingfisher has 23% market share and Kingfisher has 23% market share and has second position.has second position.

Third is National carrier AirIndia with Third is National carrier AirIndia with 16.2%.16.2%.

In case of low cost air carriers, Indigo’s In case of low cost air carriers, Indigo’s lead the market share with 14%.lead the market share with 14%.

Spice jet second with 12.5%Spice jet second with 12.5%

GoAir third with 5.7% and Paramount GoAir third with 5.7% and Paramount airlines has a share of 2%.airlines has a share of 2%.

Major competitorMajor competitor

RailwaysRailways : It operates about 9000 : It operates about 9000 passenger trains and transports 20 million passenger trains and transports 20 million passengers daily, in India.passengers daily, in India.

The end-consumer’s needs, desires, The end-consumer’s needs, desires, preferencespreferences

Quality (Ambience, food Quality (Ambience, food served, seating served, seating arrangements)arrangements)

Timely flightsTimely flights Well behaved attendantsWell behaved attendants Cleanliness in the airport Cleanliness in the airport

and flight and flight

Brand elementsBrand elements

Jet Airways is planning a brand consolidation, Jet Airways is planning a brand consolidation, reducing the currently used three brands, Jet reducing the currently used three brands, Jet Airways, the full-service airline, Jet Lite & Jet Airways, the full-service airline, Jet Lite & Jet Konnect, both low-cost airlines, down to two. Konnect, both low-cost airlines, down to two.

The brand to be killed is Jet Lite, and if the plan The brand to be killed is Jet Lite, and if the plan goes through, Jet Lite's operations would be run goes through, Jet Lite's operations would be run under the brand Jet Airways Konnect.under the brand Jet Airways Konnect.

Jet Lite's brand elements do a successful job in driving Jet Lite's brand elements do a successful job in driving home the point, "different, yet same" while communicating home the point, "different, yet same" while communicating its relationship to Jet Airways. its relationship to Jet Airways.

Jet Airways Konnect uses nearly the same imagery Jet Airways Konnect uses nearly the same imagery everywhere, with exactly same crew uniforms and other everywhere, with exactly same crew uniforms and other elements visible to the customer elements visible to the customer

Mode of transportation Mode of transportation

Airline services preferred by you Airline services preferred by you

Awareness about Jet airwaysAwareness about Jet airways

Best parameter in terms of Best parameter in terms of servicesservices

Frequency of travelling through Frequency of travelling through airlinesairlines

Most attractive feature present in jet Most attractive feature present in jet airwaysairways

Most likeable medium of Most likeable medium of travellingtravelling

Satisfaction level with jet airwaysSatisfaction level with jet airways

MemorableMemorable MeaningfulMeaningful AppealingAppealing AdaptableAdaptable

Market segmentationMarket segmentation

Brand PositioningBrand Positioning JetPrivilegeJetPrivilege is Jet Airways’ global frequent flyer programme.  is Jet Airways’ global frequent flyer programme. Offers members benefits and privileges based on their membership tier. Offers members benefits and privileges based on their membership tier. Some of the benefits are as follows: Some of the benefits are as follows:

-- Check-in at Premiere counters, -- Check-in at Premiere counters, – lounge access, lounge access, – additional baggage allowance, additional baggage allowance, – priority baggage handling,priority baggage handling,– guaranteed reservations up to 24 guaranteed reservations up to 24 hours before departure,hours before departure,– priority stand-by, priority stand-by, – upgrade vouchers and more. upgrade vouchers and more.

Elite members can also enjoy benefits on select airline partners like check-in at Elite members can also enjoy benefits on select airline partners like check-in at Business or First Class counters, additional baggage allowance, and priority Business or First Class counters, additional baggage allowance, and priority luggage handling.  luggage handling. 

Key features that make the JetPrivilege programme a winner:Key features that make the JetPrivilege programme a winner:

Ease of enrolmentEase of enrolment Five membership levelsFive membership levels Faster tier upgradesFaster tier upgrades Personalized web accessPersonalized web access Multiple mileage earning opportunitiesMultiple mileage earning opportunities JetPrivilege membership updates on SMSJetPrivilege membership updates on SMS Bonus JPMiles on e-ServicesBonus JPMiles on e-Services Redeem JPMilesRedeem JPMiles Purchase JPMilesPurchase JPMiles Transfer JPMilesTransfer JPMiles JPMiles UpgradeJPMiles Upgrade Global partnershipsGlobal partnerships

4P”s4P”s

PlacePlace

With With 7171 destinations, it claims to connect a place every 5  destinations, it claims to connect a place every 5 minutes.minutes.

Jet Airways operates flights to 25 international Jet Airways operates flights to 25 international destinations and 46 destinations within India destinations and 46 destinations within India

Product Product JetEscapes provides everything from flights to meals, on-ground conveyance to tours and JetEscapes provides everything from flights to meals, on-ground conveyance to tours and

excursions.excursions.

Holiday packages are priced competitively at affordable rates, available to most domestic and Holiday packages are priced competitively at affordable rates, available to most domestic and international holiday destinations.international holiday destinations.

JetMobile - a real-time and fully automated service designed to provide  guests with instant JetMobile - a real-time and fully automated service designed to provide  guests with instant information on their mobile phone-such as flight status, schedules, set alerts or automatically information on their mobile phone-such as flight status, schedules, set alerts or automatically receive flight delay messages. request for your JetPrivilege account details or search for the receive flight delay messages. request for your JetPrivilege account details or search for the lowest fares of flights. lowest fares of flights.

Jet Airways ‘JetSpark - Shine On’Jet Airways ‘JetSpark - Shine On’

A first-of-its-kind attempt by any airline to create a long lasting relationship with its future flyers. A first-of-its-kind attempt by any airline to create a long lasting relationship with its future flyers. New members stand to gain numerous benefits like attractive offers on their boarding cards, a New members stand to gain numerous benefits like attractive offers on their boarding cards, a dedicated web page, and a section with a host of activities in the airlines' in-flight magazines – dedicated web page, and a section with a host of activities in the airlines' in-flight magazines – JetWings and Flylite. JetPrivilege members who are 12 years and above, have the opportunity to JetWings and Flylite. JetPrivilege members who are 12 years and above, have the opportunity to earn miles which can be redeemed for free flights for themselves.earn miles which can be redeemed for free flights for themselves.

As part of a unique initiative, for young JetPrivilege members aged between 12 - 18 years they As part of a unique initiative, for young JetPrivilege members aged between 12 - 18 years they conducted an educational excursion of our aircraft maintenance hangar, near the Chhatrapati conducted an educational excursion of our aircraft maintenance hangar, near the Chhatrapati Shivaji International Airport, Santacruz, Mumbai.Shivaji International Airport, Santacruz, Mumbai.

At the hangar, the young travelers were explained in detail, the various facets of Airline At the hangar, the young travelers were explained in detail, the various facets of Airline maintenance and operations. They were also shown the interior, cockpit, the cargo hold and the maintenance and operations. They were also shown the interior, cockpit, the cargo hold and the landing gear operations of one of their Boeing 737-800 aircraft.The JetSpark visitors enjoyed the landing gear operations of one of their Boeing 737-800 aircraft.The JetSpark visitors enjoyed the sights and sounds of the aircrafts taking off and landing at the Airport.sights and sounds of the aircrafts taking off and landing at the Airport.

•JetLite boarding card at partner outlets/establishments across JetLite boarding card at partner outlets/establishments across India. Boarding cards generated through the Web, SMS and Kiosk India. Boarding cards generated through the Web, SMS and Kiosk Check-in are accepted along with their respective photo Check-in are accepted along with their respective photo identification identification

With JetMall, a whole new experience of shopping and With JetMall, a whole new experience of shopping and indulging is there at 30,000 feet above the ground. indulging is there at 30,000 feet above the ground.

JetMall is an international collection of carefully selected lifestyle JetMall is an international collection of carefully selected lifestyle products . These have been put together by their partner ELVY.products . These have been put together by their partner ELVY.

JetMall catalogue is available in all seat pockets of Première and JetMall catalogue is available in all seat pockets of Première and Economy cabins (on Domestic sectors only). Economy cabins (on Domestic sectors only).

PromotionPromotion Social Networking- face book , twitter This platform Social Networking- face book , twitter This platform

gives a better opportunity to serve, inform and share gives a better opportunity to serve, inform and share any new developments with customers. any new developments with customers.

Brand ambassador –Shahrukh KhanBrand ambassador –Shahrukh Khan

Student concession-students get a 50% concession oStudent concession-students get a 50% concession on the basic adult fare in Economy Class on all sectors n the basic adult fare in Economy Class on all sectors operated by Jet Airways.operated by Jet Airways.

Senior Citizen Concession  , Cancer Patient Senior Citizen Concession  , Cancer Patient Concession , Armed Forces Concession  Concession , Armed Forces Concession 

Flat Rs. 750 discount on jet international tickets on Flat Rs. 750 discount on jet international tickets on Yatra.com international flightsYatra.com international flights

PricePrice Tickets On EMI-using HDFC Bank Credit Card & Pay in 6 Easy Tickets On EMI-using HDFC Bank Credit Card & Pay in 6 Easy

EMIs at No Extra Cost.EMIs at No Extra Cost.

EMI is calculated as 1/6th of the total ticket value.EMI is calculated as 1/6th of the total ticket value.

For example, if a ticket costs INR 3,000 then EMI would be 3000 / 6 For example, if a ticket costs INR 3,000 then EMI would be 3000 / 6 which is INR 500. which is INR 500.

It aims at providing best price along with quality of services and It aims at providing best price along with quality of services and good facilities.good facilities.

It offer various discounts in the form of jet airways coupons. These It offer various discounts in the form of jet airways coupons. These

coupons are the discount coupons which carries discount of 5 % or coupons are the discount coupons which carries discount of 5 % or 10 % on domestic booking or international booking.10 % on domestic booking or international booking.

The traveler can utilize these discount coupons while booking any The traveler can utilize these discount coupons while booking any flight of jet airways online. flight of jet airways online.

– JACCIN – this jet airways promo code give 3 % off on base fare JACCIN – this jet airways promo code give 3 % off on base fare on booking any international flight.on booking any international flight.

– JACCDM provides 5% off on the base fare of any domestic JACCDM provides 5% off on the base fare of any domestic flight bookingflight booking

Suggestions for enhancing brand Suggestions for enhancing brand equityequity

Co branding with a single brand Co branding with a single brand Brands exert to stretch customer value that extra mileBrands exert to stretch customer value that extra mile

-bundling in of more products and services , Collaboration, -bundling in of more products and services , Collaboration, co branding, co creation co branding, co creation

Collaboration enables companies to not just engage one Collaboration enables companies to not just engage one another's customers effectively; it also allows them to grow another's customers effectively; it also allows them to grow in stature as genuine value providersin stature as genuine value providers

helped in enhancing brand visibility and enhanced revenuehelped in enhancing brand visibility and enhanced revenue

Build brand value at each given opportunity and at the end Build brand value at each given opportunity and at the end of it all, keep the customer happy and loyal.of it all, keep the customer happy and loyal.

Supply in flight beverage snack food on all its flights .In Supply in flight beverage snack food on all its flights .In return passengers can avail discounts on select purchases return passengers can avail discounts on select purchases in tied companiesin tied companies

The association allows both of them to target an almost The association allows both of them to target an almost homogenous audience that aspire for a world class service homogenous audience that aspire for a world class service or product yet keeping their eye on affordability.or product yet keeping their eye on affordability.

Association with brand in totally different sphere also enable a Association with brand in totally different sphere also enable a company to push for higher brand recall for its brand particularly in a company to push for higher brand recall for its brand particularly in a scenario where its channel of distribution is restricted.scenario where its channel of distribution is restricted.

Kerala – tourist destination or 'Kerala – tourist destination or 'God's Own CountryGod's Own Country' ' to attract more travelers Kerala Tourism has tied up with to attract more travelers Kerala Tourism has tied up with Jet Jet AirwaysAirways to offer ' to offer 'Jet2KeralaJet2Kerala'.The special scheme offers low-cost air '.The special scheme offers low-cost air tickets to domestic tourists flying to the state.tickets to domestic tourists flying to the state.

Promoting of ads by customers in their magazines.Promoting of ads by customers in their magazines.

Thank You !Thank You !