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Mos ppt

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    Mos ppt Mos ppt Presentation Transcript

    • CASE STUDY
      “The rebranding of exercise of Air Deccan”
      Presented By :
      Ghanshyam Gupta
      ghanshyamgupta7@gmail.com
    • OVERVIEW
      LCC - position itself as a common man's
      airline by bringing it itself closer to the target audience
      Merger with Vijay Mallya’s (United Breweries) full service airline Kingfisher In 2007
      Air Deccan changed to Simplify Deccan
      Mallya spent a lot on repositioning the brand with lots of changes.
    • PURPOSE OF RE-BRANDING
      To create sound strategy supported by facts related to sales and profits
      • To increase consumer loyalty
      • To refresh consumers
      • To enter new market trend and consumer direction
      • To attain competitive differentiation
      • To re-energize the brand
    • RE- BRANDING
      Before
      • Deccan colors with yellow and blue
      • Crew uniform-Blue and white
      After
      • Signature color of red was incorporated into deccan aircrafts
      • Changed to red
    • “Perceptual map”
      Brand image
      High
      Kingfisher
      Simplify Deccan
      High
      Low
      Services and cost
      Services and cost
      Air Deccan
      Low
      Brand image
    • REPOSITINING OF SIMPLIFIED DECCAN
      • “The choice is simple” takes strength over “simplify”.
      • Association with glamour, vibrancy and lifestyle and giving a premium look.
      • Modified business model from a low cost to value based airline
      “To me a brand is not a commodity,Itsa personality”
      “The idea is to make Air Deccan a little more sexy. The perception too needs to be changed”
    • REPOSITIONING – A RISKY AFFAIR
      • Rationalizing fare structure while reacting to competitive pressure.
      • Cost synergy
      • Integration hurdles
      • Organizational retro fits and cultural issues
      • Loosing extremely loyal customers of Air Deccan
    • Thank you…