Brand study of Jet Airways

Team Members:
Sulabh Rastogi
Rishikesh Patel
Priyanka Rathore
Vishwa Mohan
 Contents
 Introduction and history of the brand.
 Market scenario – Key players and other
leading brands.
 The end-consumer’s needs, desires,
preferences.
 Brand elements.
 Market segmentation and brand positioning.
 4Ps and brand.
 Suggestions for enhancing brand equity.
 Introduction
 With an average fleet age of 4.82 years, Jet Airways has one of the youngest aircraft fleet
in the world

Jet Airways currently operates a fleet of 96 aircraft, which includes:

– 12 Airbus A330-200 aircraft
– 19 modern ATR 72-500 turboprop aircraft.
– 55 classic and next generation Boeing 737-700/800/900 aircraft
– 10 Boeing 777-300 ER aircraft

 With 71 destinations, it claims to connect a place every 5 minutes.

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

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

 Jet Airways (India) Ltd. has earned the distinction of receiving the IATA Operational Safety
Audit (IOSA) Registration.
 History of the brand
 Jet Airways commenced operations on May 5,
1993.

 Within a short span, it has established its position

as a market leader.

 It has the distinction of being repeatedly adjudged

India's 'Best Domestic Airline' and has won several
national and international awards.
 Market scenario – Key players and
other leading brands.
Passenger: Air India, Air-India Express, Jet Airways, GoAir,
Indian Airlines, IndiGo, JetLite , Kingfisher Airlines ,
Paramount Airways , Spice Jet

Regional: Air India Regional ,Jagson Airlines

Charter: Club One Air, Deccan Aviation, K-Air Charters,

Pawan Hans, TajAir

Cargo Airlines: Air India Cargo, Blue Dart Aviation, Crescent

Air, Deccan 360, Flyington Freighters.
 Private carrier Jet airways and Jetlite
with 26.3% market share.

 Kingfisher has 23% market share and

has second position.

 Third is National carrier AirIndia with

16.2%.

 In case of low cost air carriers, Indigo’s

lead the market share with 14%.

 Spice jet second with 12.5%

 GoAir third with 5.7% and Paramount

airlines has a share of 2%.
 Major competitor
 Railways : It operates about 9000
passenger trains and transports 20 million
passengers daily, in India.
The end-consumer’s needs, desires,
preferences
 Quality (Ambience, food
served, seating
arrangements)
 Timely flights
 Well behaved attendants
 Cleanliness in the airport
and flight
 Brand elements
 Jet Airways is planning a brand consolidation,
reducing the currently used three brands, Jet
Airways, the full-service airline, Jet Lite & Jet
Konnect, both low-cost airlines, down to two.

 The brand to be killed is Jet Lite, and if the plan

goes through, Jet Lite's operations would be run
under the brand Jet Airways Konnect.
 Jet Lite's brand elements do a successful job in driving
home the point, "different, yet same" while communicating
its relationship to Jet Airways.

 Jet Airways Konnect uses nearly the same imagery

everywhere, with exactly same crew uniforms and other
elements visible to the customer
Mode of transportation
Airline services preferred by you
Awareness about Jet airways
Best parameter in terms of
services
Frequency of travelling through
airlines
Most attractive feature present in jet
airways
Most likeable medium of
travelling
Satisfaction level with jet airways
 Memorable
 Meaningful
 Appealing
 Adaptable
Market segmentation
 Brand Positioning
 JetPrivilege is Jet Airways’ global frequent flyer programme.
 Offers members benefits and privileges based on their membership tier.
 Some of the benefits are as follows:
-- Check-in at Premiere counters,
– lounge access,
– additional baggage allowance,
– priority baggage handling,
– guaranteed reservations up to 24
hours before departure,
– priority stand-by,
– upgrade vouchers and more.

 Elite members can also enjoy benefits on select airline partners like check-in at
Business or First Class counters, additional baggage allowance, and priority
luggage handling. 
Key features that make the JetPrivilege programme a winner:

 Ease of enrolment
 Five membership levels
 Faster tier upgrades
 Personalized web access
 Multiple mileage earning opportunities
 JetPrivilege membership updates on SMS
 Bonus JPMiles on e-Services
 Redeem JPMiles
 Purchase JPMiles
 Transfer JPMiles
 JPMiles Upgrade
 Global partnerships
4P”s
 Place

With 71 destinations, it claims to connect a place every 5

minutes.

Jet Airways operates flights to 25 international

destinations and 46 destinations within India

Product
JetEscapes provides everything from flights to meals, on-ground conveyance to tours and
excursions.

Holiday packages are priced competitively at affordable rates, available to most domestic and
international holiday destinations.

 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
receive flight delay messages. request for your JetPrivilege account details or search for the
lowest fares of flights.

 Jet Airways ‘JetSpark - Shine On’

 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
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
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
conducted an educational excursion of our aircraft maintenance hangar, near the Chhatrapati
Shivaji International Airport, Santacruz, Mumbai.

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

With JetMall, a whole new experience of shopping and

indulging is there at 30,000 feet above the ground.

JetMall is an international collection of carefully selected lifestyle

products . These have been put together by their partner ELVY.

JetMall catalogue is available in all seat pockets of Première and

Economy cabins (on Domestic sectors only).
 Promotion
 Social Networking- face book , twitter This platform
gives a better opportunity to serve, inform and share
any new developments with customers.

 Brand ambassador –Shahrukh Khan

 Student concession-students get a 50% concession o

n the basic adult fare in Economy Class on all sectors
operated by Jet Airways.

 Senior Citizen Concession  , Cancer Patient

Concession , Armed Forces Concession 

 Flat Rs. 750 discount on jet international tickets on

Yatra.com international flights
 Price
 Tickets On EMI-using HDFC Bank Credit Card & Pay in 6 Easy EMIs
at No Extra Cost.

 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
which is INR 500.

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

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

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

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

– JACCIN – this jet airways promo code give 3 % off on base fare

on booking any international flight.
– JACCDM provides 5% off on the base fare of any domestic flight
booking
 Suggestions for enhancing brand
equity
 Co branding with a single brand
 Brands exert to stretch customer value that extra mile
-bundling in of more products and services , Collaboration,
co branding, co creation

 Collaboration enables companies to not just engage one

another's customers effectively; it also allows them to grow
in stature as genuine value providers
helped in enhancing brand visibility and enhanced revenue

 Build brand value at each given opportunity and at the end

of it all, keep the customer happy and loyal.

 Supply in flight beverage snack food on all its flights .In

return passengers can avail discounts on select purchases
in tied companies

 The association allows both of them to target an almost

homogenous audience that aspire for a world class service
or product yet keeping their eye on affordability.
 Association with brand in totally different sphere also enable a
company to push for higher brand recall for its brand particularly in a
scenario where its channel of distribution is restricted.

 Kerala – tourist destination or 'God's Own Country'

to attract more travelers Kerala Tourism has tied up with Jet
Airways to offer 'Jet2Kerala'.The special scheme offers low-cost air
tickets to domestic tourists flying to the state.

 Promoting of ads by customers in their magazines.

Thank You !