THE UNIVRSITY OF BURDWAN

THE ASSIGNMENT ON
“ 7 Ps FOR JET AIR LINES”

DEPARTMENT OF BUSINESS ADMINISTRATION

SUBMITTED TO- DR. DEV MALYA DUTTA

SUBMITTED BY- MADHAV DHARA

SESSION:- 2020-22

ROLL NO:- BUR/MBA/2020/018

SUBJECT:- SERVICE MARKETING

INTRODUCTION

Jet Airways is associated with Airlines industry and is of Indian origins. It has
been ranked at the second position in India as the largest airline. Jet Airways
was founded in the year 1992 and it started its operations from the year 1993,
5th May. It faces competition from several airlines like

• Air India
• Kingfisher
• IndiGo

• Started by Naresh Goyal as Air Taxi Operator in April 1992

• Started Indian commercial airline operations on 5 May 1993 with a fleet of
four leased Boeing 737-300 aircraft
• Scheduled airline status was granted on 4 January 1995
• Initial investment of US$10 million
• 80%of its stake controlled by Naresh Goyal
• Jet’s parent company, Tail Winds Ltd.
• Began international operations to Sri Lanka in March 2004.
• Jet, is headquarters in Mumbai, India
• Operates over 370 daily flights to about 68 destinations both in India and
international (abroad)
• Listed in the NSE in the year 2005
• Includes major cities like Mumbai, Delhi, Chennai, Jaipur, etc.
• Second Leg cities like Aurangabad, Patna, Nagpur, etc.
• 21 international destinations in 17 countries across Asia, Europe & North
America
• International destination includes cities like San-Francisco, New York,
Singapore, London
(Heathrow), Hong Kong, Colombo, Abu Dhabi, Dubai, etc.
 THE 7P’s

PRODUCT
Jet Airways started as an air-taxi operator and in the year 1995, it started conducting
full-fledged operations. International flights were added to its roster in the year
2004 and in the year 2007; it acquired another company Air Sahara. Jet Airways has
a diversified portfolio that includes both intangible and tangible products like-

• Jet Airways has a fleet of 117 carriers that include Boeing 777-300ER, Boeing
737-700, ATR72-500 and others.
• On-ground services include check-in option that is possible via mobile, the
internet or by calling or visiting airport officials. It has fully operational airport
lounges for passengers that offer capable and efficient staff assistance. Special
services are offered to expectant mothers, infant, unaccompanied minor,
people with medical issues and guest with any disabilities.
• In-Flight services include three types of seating options. First Class has private
suites with the closing door, private wardrobe, lie-in-bed seat and 23-inch
television with Headphone. Business Class seats are extra wide with personal
screen and reading light. Economy class has comfortable seats and
international flights have a reading light and 10.6-inch screen television.
Airways offer several foods, beverage and entertainment options in flight.

PLACE
Jet Airways operates its flights both in domestic front and in international arena
from its main hub located at Chhatrapati Shivaji International Airport in
Mumbai and its secondary hubs located at Kolkata, New Delhi, Chennai,
Bangalore, Abu Dhabi and Amsterdam. Its operations include three hundred
daily flights to nearly forty-eight domestic ones and twenty global destinations
to seventeen countries in North America, Europe and Asia. In the year 2004,
Jet Airways commenced its first international flight to Colombo and its first
long-haul flight was to London in the year 2005.

Brussels Airport has been its scissors hub since the year 2007 for transatlantic
connections to the United States and Canada but later Brussels was replaced by
Amsterdam Schiphol Airport since 2016, 27th March. Jet Airways has a wide-
spread distribution network that ensures accessible offices and prompt services
related to reservation, cancellation, confirmation and enquiries. It also offers
mobile and internet services to suit individual needs and requirements.

PRICE
Pricing plays a decisive role in the airline industry because of intense
competition. Jet Airways has adopted a fair pricing strategy. It has three
different classes of services and pricing policy is based on individual service for
that class. For instance ticket prices for first class passengers are much higher
because of extra services and benefits allotted to customers. Moreover, prices
for business class and economy class are gradually lower because of fewer
services. Jet Airways offers concessional fares to students, patients, senior
citizens and armed forces so that they are encouraged to fly with this airline. It
also offers additional benefits to its regular flyer to maintain their loyalty
towards Jet Airways.

PROMOTION

Jet Airways has adopted quite a few promotional plans for its airlines. It has
launched several ad campaigns that are shown via television, newspaper and
magazines. It also relies heavily on mouth publicity and its travel agents. Jet
Airways has realised the potential of star marketing and has roped in Indian
film actor Shahrukh Khan as its brand ambassador. He is seen in various ad
campaigns thus creating a positive hype and visibility for the company.

To its regular customers, Jet Airways offers Visa Card from Citibank that collects
points after every flight and can be redeemed at later date. The company has
been the recipient of awards and recognition. It received Most Respected
Company in the year 2004, Best Domestic Airline in the year 2005, Best Airline
Award in the year 2007, Program of the year in 2008 and Best Cargo Airline in
the year 2016.

PROCESS

People Processing
• Greeting method and standard procedure of treatment for customers for
each class
• Booking tickets made online and in counters
• Flights sticking to schedules
• In flight service – baby care, disabled care
• Travelling with pets
• PROPER Meal Service.
Possession Processing
• Cargo
• Luggage- Baggage Handling

PHYSICAL EVIDENCE

• Flight
• Offices - Org. & Ticket Booking Agents
• Virtual Servicescape
• Cuisine
• In-flight entertainment facilities
• Kiosks – check-in counters
• Jet boutique – in flight fashion apparel
• Jet kids – in flight kids programme
• Jet mall – in flight shopping
PEOPLE
• Trained cabin crew
• Immigration & transportation
• TRAINING Employees SUCH AS
• Pilot, Cabin Attendants, Engineers, Customer Service Agents, Securities,
Marketing, Sales &
Reservation employees