This document summarizes the rebranding of Air Deccan airline in India. It was merged with Kingfisher airline in 2007 and rebranded as Simplify Deccan. The rebranding changed the colors from yellow and blue to signature red. It also modified the brand image from a low-cost carrier to a value-based airline targeting a premium market. The rebranding aimed to increase consumer loyalty, refresh the brand image, and gain a competitive advantage, though it carried risks like losing loyal Air Deccan customers.

1. CASE STUDY“The rebranding of exercise of Air Deccan”Presented By :Ghanshyam Guptaghanshyamgupta7@gmail.com

2. OVERVIEWLCC - position itself as a common man's airline by bringing it itself closer to the target audienceMerger with Vijay Mallya’s (United Breweries) full service airline Kingfisher In 2007 Air Deccan changed to Simplify DeccanMallya spent a lot on repositioning the brand with lots of changes.

3. PURPOSE OF RE-BRANDINGTo create sound strategy supported by facts related to sales and profitsTo increase consumer loyalty

4. To refresh consumers

5. To enter new market trend and consumer direction

6. To attain competitive differentiation

7. To re-energize the brandRE- BRANDING Before Deccan colors with yellow and blue

8. Crew uniform-Blue and white AfterSignature color of red was incorporated into deccan aircrafts

9. Changed to red“Perceptual map”Brand imageHighKingfisherSimplify DeccanHighLowServices and costServices and costAir DeccanLowBrand image

10. REPOSITINING OF SIMPLIFIED DECCAN“The choice is simple” takes strength over “simplify”.

11. Association with glamour, vibrancy and lifestyle and giving a premium look.

12. 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”

14. REPOSITIONING – A RISKY AFFAIRRationalizing fare structure while reacting to competitive pressure.

15. Cost synergy

16. Integration hurdles

17. Organizational retro fits and cultural issues

18. Loosing extremely loyal customers of Air DeccanThank you…