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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…