complete marketing strategy of jet airways
TRANSCRIPT
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Saeed Inamdar
JET AIRWAYS
PREPARED BY –
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July – September Quarter, domestic air traffic surged 21.5 % to20.12 million from 16.57 million
Total passengers carried in September 2015 increased 13.24 per cent Y-o-Y to 8.73 million from 7.71 million in September 2014
International and domestic passenger traffic grew 6.6 per cent and 15.5 per cent, respectively
International and domestic aircraft movements increased 7.5 per cent and 11 per cent, respectively, in September 2015
Over the next five years, domestic and international passenger traffic are expected to increase at an annual average rate of 12 per cent and 8 per cent, respectively
The airlines operating in India are projected to record a collective operating profit of Rs 8,100 crore (US$ 1.29 billion) in fiscal year 2016, according to Crisil Ltd.
AVIATION INDUSTRY IN INDIA
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INDUSTRY GROWTH RATE
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Founded by Naresh Goel on 1st april 1992, commenced operations on 5 may 1993.
Current CEO is Cramer Ball It is the second largest airline in India, both in terms of market
share and passengers carried, after Indigo. It operates over 300 flights daily to 74 destinations
worldwide. Its main hub is Mumbai, with secondary hubs at
Delhi,Kolkata,Chennai,Banglore.
HISTORY
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Service life cycle for Jet Airways
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Marketing Mix for Product
PRODUCT PLACE PROMOTION PRICE
Physical good Retail Advertising Value Signalingfeatures Wholesale Public FlexibilityProduct lines Direct Relations PromotionalDesign Mail order Direct mail Price levelTechnology Online SEO DifferentiationUtility Multi channel Click through TermsConvenience Intermediaries Leaflets AllowancesQuality level Exposure PostersAccessories Transportation BrochuresPackaging Outlet location DemoWarranties Storage Sales peopleBranding Endorsements
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PEOPLE PHYSICAL PROCESS
EVIDENCE
Management Facility design Purpose
Employees Environment Benefit
Training Interior Design Flow of activities
Engagement Interface Design Walk through
Customers Comfort Number of steps
Communicating Equipment Level of customer
culture / values Facilities involvementEmployee Research Signage Moments of truth
Employee dress
Expanded Marketing Mix for Services4 Ps ++
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PRODUCT
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Jet Airways – 1. First Class 2. Premiere Class 3. Economy Class Cargo - Product Ranges 1. Fresh Flowers 2. Household pets 3. Life saving drugs 4. Valuables and all other general goods Jet Konnect – The Boeing aircraft are configured in Business and
Economy class. The ATR aircraft are configured in a complete economy
configuration.
Product line
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Jet airways gives high level of experience to customers
Positive experience creates word of mouth among various segments in market among friends,staffs and employees
Branding
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Quality of comfort and pleasant atmosphere Special seating arrangements for disables
Convenience
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Jet Airways has earned the distinction of receiving IATA Operational Safety Audit (IOSA) Registration.
Globally recognized and accepted bench marking and evaluation system for operational management and control systems of an airlines.
Quality Level
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PLACE
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Ticketing counters are available at airport for direct sales of ticket
Direct
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Online booking - jet airways provides online booking facility through its state of the art website
Web check-in - Web Check-in lets you select your preferred seat and avail e-Boarding Pass.
The e-Boarding Pass is sent to your email address for the convenience of the customers.
Online
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Hangars – A hangar is used to hold an aircraft
Storage
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Warehouse – A large building were raw materials and goods are stored
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Outlet Location Network Location of Jet Airways
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PROMOTION
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Indigo has 39 destinations across globe While Jet Airways has 73 destinations within India and across the globe. Etihad Airways, Jet Airways connect seamlessly from India to more of the world
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2011 2012 2013 2014 2015
Jet Airways 26.5 25.1 23.80 19.60 20.80
Indigo 20 27.30 27.40 30.70 31.6
Spice Jet 16.1 18 20.40 20.90 20.90
Others 37.4 29.60 28.40 28.8 26.7
MARKET SHARE
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Magazines Hoardings
Advertising
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Blood Donation Camp- Jet Airways, India's premier international airline
organizes blood donation camp at the Jet Airways Office in association with Prathama Blood Centre
Relief efforts in Jammu & Kashmir Jet Airways launched its inflight collection
programme the 'Magic Box' in association with the NGO Save the Children India (STCI)
Public Relations
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Mr. Shah Rukh Khan is the brand Ambassador of jet airways
Endorsements
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Brochure
Jet releases Jetstar brochure to help and guide the customers
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PRICE
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SALES
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ROUTE CLASS JET AIRWAYS Indigo
MUMBAI - DELHI FIRST CLASS Rs 13,399 Rs 14,413
MUMBAI - DELHI BUSINESS CLASS Rs 46,108 Rs 46,582
MUMBAI - DELHI ECONOMY CLASS Rs 9,410 Rs 9,610
PRICING
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Jet Airways provides various offers to the premium card holder customers
There is offers on tickets such as 30%, 20%, 10% based on the card they hold
Off season sales are also provided to the customers
Flexibility
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Jet Airways provide different categories of cards to frequent fliers such as platinium card holders,gold and silver.
Promotional
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Jet introduced four different slabs for one-way fares, based on the travel distance, and the fares are inclusive of all taxes.
Upto 750 km - Rs 2,250 750 km to 1000 km - Rs 2,850 1000 km to 1400 km - Rs 3,300 Beyond 1400 km - Rs 3,800 While SpiceJet sold tickets for travel between
February 1 and April 30, Jet Airways has put its tickets for sale for travel till the end of this year, making its offer more attractive.
Differentiation
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The Price level changes as the customer is provided with more comfort and luxuries such as Business class,economic class,aisle seats
Business class Economic class
Price Level
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PEOPLE
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Different level of employees work for jet airlines i.e from ground level employees, pilots and air hostess
One of the biggest Indian airline companies with over 13,000 employees
Employees
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Jet Previlige - 1. Check In at dedicated counters 2.Cancellation fees waived on fares 3. Priority Baggage Tagging
Customers
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Employees are encouraged to report evidence of illegal or unethical behaviour
It is the policy of the company to not allow retaliation against any employee who makes a good faith report about a possible violation of this code.
Employees are encouraged to bring to the attention of the Audit Committee of the Company's Board of Directors any questions, concerns or complaints they may have regarding accounting, internal accounting controls or auditing matters.
Communicating Culture and Values
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State of the art training is provided for 250 hours for 6 months
Training is given on latest and fully equipped
aircrafts This methodology is provided from last 20
years
Training
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PHYSICAL EVIDENCE
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Jet Airways provides different ambience and environment as per different class
The seating arrangement also changes as per the class the customer has choosed to be in
Facility Design
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Every employee right from the ground level to pilot level is dressed appropriately to symbolize their brand.
Employee Dress
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Jet Airways provides stylish crockery designed by foreign designers
Jet Airways provides comfortable pillows and mattresses so that travelling experience can be improved
Equipment
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Jet Airways provides add on accessories to its customers -
1. Magazines 2. Jet Screen 3. Feedback
Other Tangibles
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PROCESS
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To be most preferred domestic airline by offering a high quality of service and reliable, comfortable and efficient operation
Purpose
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Step 1 : Ticket bookingStep 2 : Issuing of ticketStep 3 : Luggage Check-inStep 4 : Check in Step 5 : Reaching the plane via airbus and vice versa
Number of Steps
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Feedback mechanism is used by the Jet Airways to improve the productivity and quality of service provided to customers
Feedback Mechanisms – 1. Through website 2. Through questionnares
Level of Customer Involvement
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• Jet Airways gives bonus of 500 rs to every customers irrespective of their choosen class
Tele Check in for silver, Gold, Platinum
Guaranteed reservation up to 24 hours for economic class for gold and platinum class.
Benefits
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THANK YOU…