JetBlue Corporate Communications Report

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JetBlue Corporate Communications Report

  1. 1. JetBlue ResearchReportLauren Harper
  2. 2. Company Background• Started in 1999• April 11, 2002 – InitialPublic Offering• Positioning – Reasonablypriced flights, placingtheir highest importanceon consumerwants/needs• First company to offerlive satellite TV on allflights
  3. 3. Competition
  4. 4. Market Share16%16%13%5%50%United AirlinesDeltaAmerican AirlinesJetBlueOther
  5. 5. IndustryTrendExtra Airline fees
  6. 6. JetBlue’s Reaction…Gain inmarketshareLow FaresCustomer-centriccultureLittle tono extrafeesFree Wi-Fi
  7. 7. Airline Fees1st Checked Bag Meals Seat AssignmentJetBlue FreeSnack: freeMeal: $4.99- Free- Even MoreLegroom: $10-50American Airlines $25Snack: $2-5Meal: $3-10$4 per flightDelta$25Snack: $3-7Meal: $5-10Varies on seat/flightUnited Airlines $25Snack: $3-9Fresh Food: $3-10Only available forEconomy Plus
  8. 8. Customer Bill of Rights• 1-2 hr. delay= $25 off• 2-4 hr. delay= $50 off• 6+ hr. delay = freeround-trip flight
  9. 9. Conde Nast Traveler AwardTop 10 Airlines: 2013, 2012, 2009, 2006, 2005, 2004, 2003, 2002
  10. 10. “WhenwestartedJetBlue,wesetoutto bringhumanitybackto airtravel andtomakeflying moreenjoyable.”-DavidNeelemanThank you.Questions?

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