Market positioning study on Airline companies R S Raghav 07BS3146

Sector: Aviation

Company chosen: a) Jet Airways

b) Indian

c) Air Deccan

Market share:

Segmentation/Target/Positioning

Jet Airways(The joy of flying)

Jet airways has positioned itself as a premium brand airline that would compete with the best in the world. It has positioned itself as a full service carrier airline with strong domestic & international operations with unparallel & unique in flight entertainment options. With its international operations, Jet Airways has tapped the large non-resident Indians (NRIs) segment that resides in the USA and Europe. The company’s advantage of being an early entrant has helped it in tapping this segment.

Indian(New Horizons)(enduring values)

The carrier was a monopoly provider of scheduled domestic air service until 1994, when deregulation took place. The national carrier has been positioned as a reliable, economic brand which reaches out to all destinations including those not covered by the private airlines. After years of neglect the carrier also rebranded in 2006 with a new livery and logo, which emphasizes the name “Indian” rather than “Indian Airlines”.

Air Deccan(Simplify)

Positioned as India’s low cost no-frill airline carrier, Air Deccan targets the low income and under-served segments of India. Deccan's vision: " to empower every Indian to fly & to demystify air travel in India, by providing reliable, low cost and safe air travel to the common man by constantly driving down the air fares as an ongoing mission".

POD & POP

POP POD

Jet Airways High quality of service ,comfortable and efficient operations. Good frequent flier programReliabilityOnline Booking facility globally,Flights on Time, excellent staff

Unparallel entertainment systemsmodern aircraft fleet with an average life of 4 years,NetworkComfort of Travelling

Indian Competitive priceGood in flight foodGround serviceCoverageonline bookingsReliableFrequent flier program

State-owned carrierStrong national & international NetworkCost effective service

Air Deccan Modern fleetNew sectorsInstant online bookingFrequent flier programEfficient & prompt operations

Low cost pricesTickets through a mobile phone SMS texting systemlargest e-commerce websiteGreat DiscountsFor the common man

Breakdown of the principle reasons why passengers choose each airline

Jet airways Indian Airlines Air DeccanFlight Schedule 17.0 18.5 10.1Reliability 18.1 15.2 -Quality 18.7 15.0 2.4Connections 10.4 14.8 -Fare 13.2 11.2 87.5FFP 8.1 10.7 -Company Policy 6.2 7.3 -Safety 2.6 3.2 -Service 3.2 2.4 -Comfort 2.1 1.7 -