SUBMITTED BY :SAGAR NEVATIA – 32NIMAY PATEL – 40VARUN RUPANIHIMANSHU RANEMANISH PALARIA

India's third largest airline.India's third largest airline.1 April 1992 Naresh Goyal took advantage1 April 1992 Naresh Goyal took advantage of Open Skies Policy of the Government of of Open Skies Policy of the Government of India and set up Jet AirwaysIndia and set up Jet AirwaysOperates JetLite (formaly Air Sahara) and Operates JetLite (formaly Air Sahara) and Jet Airways Connect are low cost airlines.Jet Airways Connect are low cost airlines.It boasts a market share of about 29 percent.It boasts a market share of about 29 percent.Jet operates 84 AIRCRAFTS including of Jet operates 84 AIRCRAFTS including of Boeing 737 jets and ATR72 turboprops.Boeing 737 jets and ATR72 turboprops.It carries about seven million passengers a It carries about seven million passengers a year.year.International – First class , Business class , International – First class , Business class , Economy classEconomy classDomestic - Premiere class and Economy Domestic - Premiere class and Economy classclass

•

7 P’s 7 P’s MARKETING MIX OF JET AIRWAYS

•Jet Good Life - masterpiece by the M.F.Hussain. - contests2win.com •Jet Elite Surprises•Platinum & Business Card for its Jet Privilege members • Cannes Calling Contest.•Barista in marketing alliance

1. PROMOTION•Shahrukh Khan TVC•Affiliate Marketing•Outdoor media -Rs12 crore a year -Three-dimensional billboard. -Removed a row of seats•JetPrivilege & JPMilesCannes Calling'

2. PRODUCT2. PRODUCT

Check-In optionCheck-In optionAirport loungesAirport loungesSpecial servicesSpecial services

Seating options: Seating options: First ClassFirst Class, Business Class and , Business Class and Economy Class.Economy Class.Beverages, meals and entertainmentBeverages, meals and entertainmentJet MobileJet MobileQR CodesQR CodesMobile SiteMobile SiteJet MallJet MallJet EscapeJet EscapeJet Jet

On ground services

In-flight services

3. 3. PRICEPRICE• Student, senior citizen, Cancer patient, Armed forces, Student, senior citizen, Cancer patient, Armed forces, Youth Fares, Apex fares, Super-Apex fares.Youth Fares, Apex fares, Super-Apex fares. 4. 4. PLACEPLACE•400 daily flights to 65 destinations worldwide.400 daily flights to 65 destinations worldwide.•Provides services in:Provides services in:

44 domestic destinations in India 44 domestic destinations in India 21 international destinations in 17 countries across 21 international destinations in 17 countries across

Asia, Europe & NA.Asia, Europe & NA.International destinations -Colombo, New York, International destinations -Colombo, New York, Toronto, Singapore etc. Toronto, Singapore etc.

5. 5. PEOPLEPEOPLE•Flight Crew Members or Ground Crew MembersFlight Crew Members or Ground Crew Members.. 6. 6. PROCESSPROCESS•SABRE - one of the worlds best reservation systemSABRE - one of the worlds best reservation system 7. 7. Physical EvidencePhysical Evidence•The interiors have also been made in a manner which The interiors have also been made in a manner which is pleasant to the passengers so that they feel is pleasant to the passengers so that they feel comfortable and enjoy the flightcomfortable and enjoy the flight..

Jet Airways’Jet Airways’ 1990’s to 2001 ::1990’s to 2001 ::• Expatriates with essential technical and engineering skills were hiredExpatriates with essential technical and engineering skills were hired

• Several Indians with global experiences were also roped inSeveral Indians with global experiences were also roped in

Post 9/11 terrorist attacks ::Post 9/11 terrorist attacks ::

• Strategy was developed to cut down the cost by lowering increments for staff and training budgets Strategy was developed to cut down the cost by lowering increments for staff and training budgets (excluding safety training) were reduced(excluding safety training) were reduced

• Some of the expatriates were also allowed to leave the airlines when their contracts expiredSome of the expatriates were also allowed to leave the airlines when their contracts expired

Selection and Training ::Selection and Training ::• Experienced pilots with self training by Jet Airways itself at Ansett’s facilities in AustraliaExperienced pilots with self training by Jet Airways itself at Ansett’s facilities in Australia

• Employed young and outgoing people as cabin crew and ground staff with proper trainingEmployed young and outgoing people as cabin crew and ground staff with proper training

• Allotted 2 flight attendants for small ATR aircrafts and 3 – 4 attendants for BoeingsAllotted 2 flight attendants for small ATR aircrafts and 3 – 4 attendants for Boeings

Advantages gained Advantages gained

• Has won the prestigious award for Has won the prestigious award for

“ “Pride In Excellence” in 2003 and 2004Pride In Excellence” in 2003 and 2004• Recorded 99% for “Technical Dispatch Reliability”Recorded 99% for “Technical Dispatch Reliability”

• Jet Airways was one of the few who could Jet Airways was one of the few who could

survive the 9/11 terrorist attacks, thesurvive the 9/11 terrorist attacks, the

competitions from LCAs, Recessions and Economic competitions from LCAs, Recessions and Economic downturnsdownturns

• Have retained the best staff over the yearsHave retained the best staff over the years

• Is still regarded as the most Professional and Business Is still regarded as the most Professional and Business Oriented Air Transport Service Provider Oriented Air Transport Service Provider

Jet Airways StrikeJet Airways Strike•Jet airways had sacked 2 pilots who tried to make a union.

•Jet Airways lost 200 crores in just five days.

•Cancellation of 134 domestic and 32 international Flights

•Average passenger per day dropped from 23000/day to 14000/day.

•Jet has to accommodate 80% of the passenger on the other carriers.

•For the rest entire fare has been refunded.

•Loss of goodwill is not measurable.

Sept 8 – 13 , 2009

THANK YOU