Professional Documents
Culture Documents
GROUP 6
Common terms used in aviation
Low-cost carriers
Indigo - 14%
Spicejet - 12.5%
*SOURCE: CMIE
Marketing Segmentation-jet
Demographic segmentation
Jet has two economy class subsidiaries, namely Jet Lite
and Jet Airways Konnect
Psychographic segmentation
Golden Jet Escapes
Jetkids which is a special program for children aged 2 to
12
Jet mall in partnership with ELVY-premier and domestic
Behavioral segmentation
Jet Privilege- for frequent flyers
Jet Mobile
Marketing Segmentation-Air India
Demographic - Business and economy
class
Psychographic -
national carrier as a household name.
Behavioural -
still preferred airline for the govt staff and
old clientele.
Market Positioning-Jet
a. User postioning
Three-dimensional billboards in Mumbai to
hardsell the company’s message on more leg
room
b.Quality Positioning
c.Benefit postioning
Air India-
a. Attribute positioning
The Maharaja mascot exists since 1948
-positioning using years of existence
b. User positioning
c. Benefit postioning
d. Price postioning
Strategies Adopted-Jet Airways
Refilling
ATF in hubs in north east for its flights
where people switch connecting flights
Reason- ATF prices low
M
A
R
K
E
T
-6.5%
G
R
O
W
T
H
-13%
1 0
RELATIVE MARKET SHARE
GE MATRIX
JET AIRWAYS
OMBINED WITH JET LITE , JET KONN
MARKET
ATTRACTIVENESS
WEIGHTAGE GRADE TOTAL
FACTORS
HIGH
3.67
PASSENGER FLIGHTS
JET AIRWAYS
MEDIUM
.7 ( Combined )
23
%
( 3 . 45 ,
2 . 65 )
2.33
LOW
1
Ansoff Matrix for Jet Airways
Je t A irw a ys
Product Present New
Market
Market Development
§ International Star-Alliance
membership
§
§ Targeting potential
customers travelling in AC
by rail
Product Development
•
• Jet Konnect—a new service 15%
cheaper than Jet airways launched
in domestic and very soon in
international routes.
•
• Jet Escapes travel package
Diversification
•
•
• Jet Mall for lifestyle products
SWOT ANALYSIS
HELPFUL ( in achieving the HARMFUL ( in achieving the
INTERN objective ) objective )
AL STRENGTHS WEAKNESSES
ORIGIN Financial restructuring 3 billion $ debt due to expansion
EXTERN
AL OPPORTUNITIES THREATS
ORIGIN New expansion to middle east High and rising ATF prices.
nment) telepresence
MARKET
SURVEY
ON
AVIATION INDUSTRY
OBJECTIVE
• TO UNDERSTAND THE CONSUMER
BEHAVIOR OF INDIANS
TRAVELLING BY AIR.
• TO DETERMINE THE CURRENT
SCENARIO IN AVIATION
INDUSTRY.
•
•
1. How do you choose an
airline to travel ?
2. Number of times u have
travelled by air in past three
months?
3. Reasons for last air travel?
4. In Which class do you
normally fly?
5. How do u rate services offered
by following airlines?
6. What do you think about no
frill/low cost airlines?
7. how do you perceive Jet as a
brand?
8. What factors do you
consider before buying a
airline ticket ?
9. What do you think about
the following economy classes
of Jet?
10. Which discount is
attractive?
CONCLUSION
• Thus we see in our survey that there
is a sustained demand for low-cost
carriers triggered by the economic
downturn. Jet’s low cost carriers Jet
Konnect & Jet Lite will enable Jet to
survive in this environment.
•
•
•
• Once the economy bounces back to
its bullish levels Jet can expect a
huge growth in revenues from its full
service carrier and until then low cost
Suggestions
§ People welcome economy class
flights.
§
§ Low cost airlines need to advertise
more to position themselves in the
minds of people
§
§ Jet is perceived as a comfort brand
§
§ People look for discounts more than
any other factor when choosing an
Questionnaire