CASE STUDY “The rebranding of exercise of Air Deccan” Presented By : Ghanshyam Gupta firstname.lastname@example.org
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
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.