Complete Marketing Strategy of Jet airways

1. JET AIRWAYS
PREPARED BY –

2.  July – September Quarter, domestic air traffic surged 21.5 %
to20.12 million from 16.57 million
 Total passengers carried in September 2015 increased 13.24
per cent Y-o-Y to 8.73 million from 7.71 million in
September 2014
 International and domestic passenger traffic grew 6.6 per
cent and 15.5 per cent, respectively
 International and domestic aircraft movements increased 7.5
per cent and 11 per cent, respectively, in September 2015
 Over the next five years, domestic and international
passenger traffic are expected to increase at an annual
average rate of 12 per cent and 8 per cent, respectively
 The airlines operating in India are projected to record a
collective operating profit of Rs 8,100 crore (US$ 1.29 billion)
in fiscal year 2016, according to Crisil Ltd.

4.  Founded by Naresh Goel on 1st april 1992, commenced
operations on 5 may 1993.
 Current CEO is Cramer Ball
 It is the second largest airline in India, both in terms of market
share and passengers carried, after Indigo.
 It operates over 300 flights daily to 74 destinations
worldwide.
 Its main hub is Mumbai, with secondary hubs at
Delhi,Kolkata,Chennai,Banglore.

5. Service life cycle for Jet Airways

6. PRODUCT PLACE PROMOTION PRICE
Physical good Retail Advertising Value Signaling
features Wholesale Public Flexibility
Product lines Direct Relations Promotional
Design Mail order Direct mail Price level
Technology Online SEO Differentiation
Utility Multi channel Click through Terms
Convenience Intermediaries Leaflets Allowances
Quality level Exposure Posters
Accessories Transportation Brochures
Packaging Outlet location Demo
Warranties Storage Sales people
Branding Endorsements

7. PEOPLE PHYSICAL PROCESS
EVIDENCE
Management Facility design Purpose
Employees Environment Benefit
Training Interior Design Flow of activities
Engagement Interface Design Walk through
Customers Comfort Number of steps
Communicating Equipment Level of customer
culture / values Facilities involvement
Employee
Research Signage Moments of truth
Employee dress
Expanded Marketing Mix for Services
4 Ps ++

9.  Jet Airways –
1. First Class
2. Premiere Class
3. Economy Class
 Cargo - Product Ranges
1. Fresh Flowers
2. Household pets
3. Life saving drugs
4. Valuables and all other general goods
 Jet Konnect –
 The Boeing aircraft are configured in Business and Economy
class.
 The ATR aircraft are configured in a complete economy
configuration.

10.  Jet airways gives high level of experience to
customers
 Positive experience creates word of mouth
among various segments in market among
friends,staffs and employees

11.  Quality of comfort and pleasant atmosphere
 Special seating arrangements for disables

12.  Jet Airways has earned the distinction of
receiving IATA Operational Safety Audit (IOSA)
Registration.
 Globally recognized and accepted bench
marking and evaluation system for
operational management and control systems
of an airlines.

14.  Ticketing counters are available at airport for
direct sales of ticket

15.  Online booking - jet airways provides online
booking facility through its state of the art
website
 Web check-in - Web Check-in lets you select
your preferred seat and avail e-Boarding
Pass.
 The e-Boarding Pass is sent to your email
address for the convenience of the
customers.

16. Hangars – A hangar is used to hold an aircraft

17.  Warehouse – A large building were raw
materials and goods are stored

18. Network Location of Jet Airways

20. Indigo has 39 destinations across globe
While Jet Airways has 73 destinations within India and across
the globe.
Etihad Airways, Jet Airways connect seamlessly from
India to more of the world

21. 2011 2012 2013 2014 2015
Jet Airways 26.5 25.1 23.80 19.60 20.80
Indigo 20 27.30 27.40 30.70 31.6
Spice Jet 16.1 18 20.40 20.90 20.90
Others 37.4 29.60 28.40 28.8 26.7

22.  Magazines Hoardings

23.  Blood Donation Camp-
Jet Airways, India's premier international airline
organizes blood donation camp at the Jet
Airways Office in association with Prathama
Blood Centre
 Relief efforts in Jammu & Kashmir
Jet Airways launched its inflight collection
programme the 'Magic Box' in association
with the NGO Save the Children India (STCI)

24.  Mr. Shah Rukh Khan is the brand Ambassador
of jet airways

25. Jet releases Jetstar brochure to help and
guide the customers

29. ROUTE CLASS JET AIRWAYS Indigo
MUMBAI - DELHI FIRST CLASS Rs 13,399 Rs 14,413
MUMBAI - DELHI BUSINESS CLASS Rs 46,108 Rs 46,582
MUMBAI - DELHI ECONOMY CLASS Rs 9,410 Rs 9,610

30.  Jet Airways provides various offers to the
premium card holder customers
 There is offers on tickets such as 30%, 20%, 10% based
on the card they hold
 Off season sales are also provided to the customers

31.  Jet Airways provide different categories of cards to
frequent fliers such as platinium card holders,gold
and silver.

32.  Jet introduced four different slabs for one-way
fares, based on the travel distance, and the fares
are inclusive of all taxes.
 Upto 750 km - Rs 2,250
 750 km to 1000 km - Rs 2,850
 1000 km to 1400 km - Rs 3,300
 Beyond 1400 km - Rs 3,800
 While SpiceJet sold tickets for travel between
February 1 and April 30, Jet Airways has put its
tickets for sale for travel till the end of this year,
making its offer more attractive.

33.  The Price level changes as the customer is
provided with more comfort and luxuries
such as Business class,economic class,aisle
seats
 Business class Economic class

35.  Different level of employees work for jet
airlines i.e from ground level employees,
pilots and air hostess
 One of the biggest Indian airline companies
with over 13,000 employees

36.  Jet Previlige -
1. Check In at dedicated counters
2.Cancellation fees waived on fares
3. Priority Baggage Tagging

37.  Employees are encouraged to report evidence of
illegal or unethical behaviour
 It is the policy of the company to not allow
retaliation against any employee who makes a
good faith report about a possible violation of
this code.
 Employees are encouraged to bring to the
attention of the Audit Committee of the
Company's Board of Directors any questions,
concerns or complaints they may have regarding
accounting, internal accounting controls or
auditing matters.

38.  State of the art training is provided for 250
hours for 6 months
 Training is given on latest and fully equipped
aircrafts
 This methodology is provided from last 20
years

40.  Jet Airways provides different ambience and
environment as per different class
 The seating arrangement also changes as per
the class the customer has choosed to be in

41.  Every employee
right from the
ground level to
pilot level is
dressed
appropriately to
symbolize their
brand.

42.  Jet Airways provides stylish crockery designed
by foreign designers
 Jet Airways provides comfortable pillows and
mattresses so that travelling experience can be
improved

43.  Jet Airways provides add on accessories to its
customers -
1. Magazines
2. Jet Screen
3. Feedback

45.  To be most preferred domestic airline by offering
a high quality of service and reliable, comfortable
and efficient operation

46. Step 1 : Ticket booking
Step 2 : Issuing of ticket
Step 3 : Luggage Check-in
Step 4 : Check in
Step 5 : Reaching the plane via airbus
and vice versa

47.  Feedback mechanism is used by the Jet Airways to
improve the productivity and quality of service
provided to customers
 Feedback Mechanisms –
1. Through website
2. Through questionnares

48. • Jet Airways gives bonus of 500 rs to every customers
irrespective of their choosen class
 Tele Check in for silver, Gold, Platinum
 Guaranteed reservation up to 24 hours for economic
class for gold and platinum class.