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VISTARA: TATA, THIRD TIME LUCKY?5 T H I N G S T H E Y A R E D O I N G D I F F E R E N T L Y
NO CHEAP FARES, NO DISCOUNTS
• FULL SERVICE CARRIER Airbus 320-
200
• Domestic flights
• Service based competition
• Ticket price higher than competitors by
Rs. 1000
LOYALTY BY MONEY, NOT MILES
• Loyalty points accrued ON ACTUAL
SPENDING rather than miles flown
• Transparent & easy to understand loyalty
system
• Head of family gets points for booking for
upto 5 members
• Rivals Jet Airways Loyalty program based
on miles
LOW COST WITH FULL SERVICE OFFERING
• LEAN STRUCTURE with full service
• Cost leadership through IT & service
innovation
• Low cost structure with office space &
personnel
NO ADVERTISING, FANFARE
• No splashy launch party
• INTEGRATED MARKETING online
THREE CLASS CONFIGURATION
• First airlines to offer THREE CABIN
SERVICE
• 16 Business, 36 premium & 96 economy
seats
• Premium facilities offer business class
facilities at lower price
• Jet has two class business & economy
• Increase demand for better facilities in the
market

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Vistara: 5 things they did differently

  • 1. VISTARA: TATA, THIRD TIME LUCKY?5 T H I N G S T H E Y A R E D O I N G D I F F E R E N T L Y
  • 2. NO CHEAP FARES, NO DISCOUNTS • FULL SERVICE CARRIER Airbus 320- 200 • Domestic flights • Service based competition • Ticket price higher than competitors by Rs. 1000
  • 3. LOYALTY BY MONEY, NOT MILES • Loyalty points accrued ON ACTUAL SPENDING rather than miles flown • Transparent & easy to understand loyalty system • Head of family gets points for booking for upto 5 members • Rivals Jet Airways Loyalty program based on miles
  • 4. LOW COST WITH FULL SERVICE OFFERING • LEAN STRUCTURE with full service • Cost leadership through IT & service innovation • Low cost structure with office space & personnel
  • 5. NO ADVERTISING, FANFARE • No splashy launch party • INTEGRATED MARKETING online
  • 6. THREE CLASS CONFIGURATION • First airlines to offer THREE CABIN SERVICE • 16 Business, 36 premium & 96 economy seats • Premium facilities offer business class facilities at lower price • Jet has two class business & economy • Increase demand for better facilities in the market