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CASE STUDY<br />“The rebranding of exercise of Air Deccan”<br />Presented By :<br />Ghanshyam Gupta<br />ghanshyamgupta7@g...
OVERVIEW<br />LCC - position itself as a common man's <br />     airline by  bringing it  itself closer to the target audi...
PURPOSE OF  RE-BRANDING<br />To create sound strategy supported by facts related to sales and profits<br /><ul><li>To incr...
To refresh consumers
To enter new market trend and consumer direction
To attain competitive differentiation
To re-energize the brand</li></li></ul><li>RE- BRANDING<br /> Before <br /><ul><li>Deccan colors with yellow and blue
Crew uniform-Blue and white</li></ul> After<br /><ul><li>Signature color of red was incorporated into deccan aircrafts
Changed to red</li></li></ul><li>“Perceptual map”<br />Brand image<br />High<br />Kingfisher<br />Simplify Deccan<br />Hig...
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Mos ppt

  1. 1. CASE STUDY<br />“The rebranding of exercise of Air Deccan”<br />Presented By :<br />Ghanshyam Gupta<br />ghanshyamgupta7@gmail.com<br />
  2. 2. OVERVIEW<br />LCC - position itself as a common man's <br /> airline by bringing it itself closer to the target audience<br />Merger with Vijay Mallya’s (United Breweries) full service airline Kingfisher In 2007 <br />Air Deccan changed to Simplify Deccan<br />Mallya spent a lot on repositioning the brand with lots of changes.<br />
  3. 3. PURPOSE OF RE-BRANDING<br />To create sound strategy supported by facts related to sales and profits<br /><ul><li>To increase consumer loyalty
  4. 4. To refresh consumers
  5. 5. To enter new market trend and consumer direction
  6. 6. To attain competitive differentiation
  7. 7. To re-energize the brand</li></li></ul><li>RE- BRANDING<br /> Before <br /><ul><li>Deccan colors with yellow and blue
  8. 8. Crew uniform-Blue and white</li></ul> After<br /><ul><li>Signature color of red was incorporated into deccan aircrafts
  9. 9. Changed to red</li></li></ul><li>“Perceptual map”<br />Brand image<br />High<br />Kingfisher<br />Simplify Deccan<br />High<br />Low<br />Services and cost<br />Services and cost<br />Air Deccan<br />Low<br />Brand image<br />
  10. 10. REPOSITINING OF SIMPLIFIED DECCAN<br /><ul><li>“The choice is simple” takes strength over “simplify”.
  11. 11. Association with glamour, vibrancy and lifestyle and giving a premium look.
  12. 12. Modified business model from a low cost to value based airline</li></ul>“To me a brand is not a commodity,Itsa personality”<br />“The idea is to make Air Deccan a little more sexy. The perception too needs to be changed”<br />
  13. 13.
  14. 14. REPOSITIONING – A RISKY AFFAIR<br /><ul><li>Rationalizing fare structure while reacting to competitive pressure.
  15. 15. Cost synergy
  16. 16. Integration hurdles
  17. 17. Organizational retro fits and cultural issues
  18. 18. Loosing extremely loyal customers of Air Deccan</li></li></ul><li>Thank you…<br />

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