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BUILDING THE BRAND JET AIRWAYS ON SOCIAL MEDIA SPACE

1. Background:

Jet Airways (India) Limited, India's premier international airline, was founded by Mr.Naresh Goyal in 1992, when he
perceived a business opportunity following the Government's decision to progressively liberalize civil aviation in
India.

Thus, Jet Airways incorporated in 1992 commenced 'air taxi operations' on May 5, 1993, and received a Scheduled
Carriers operating permit in February, 1994. The airline network comprised of 12 destinations, with four Boeing
737-300 aircraft leased from Ansett Worldwide Aviation. The airline became the first airline to fly the modern, fuel-
efficient aircraft in the Indian skies.

With a clear focus on high-quality reliable service, coupled with strategic marketing, Jet Airways set about its
mission of becoming the preferred airline for travelers in India. It began implementing its plans to expand its
network and operations by acquiring additional Boeing 737 aircraft. In October 1998, Jet Airways placed firm
orders for 10 more Next-Generation B737 (700/800/900) aircraft.

Jet Airways, India's largest private airline, issued an IPO in the year 2005 to promote its brand name, raise capital
and plan an expansion in a phased manner.

In late 2007, Jet Airways embarked on the first phase of its international expansion with the inclusion of the state-
of-the art wide-bodied Boeing 777-300ER and Airbus 330-200 aircraft into its fleet. During this period, the airline
underwent a comprehensive re-branding process, introducing a new in-flight product as well as fresh cabin crew
and ground staff uniforms, as it launched flights to several destinations to North America and Europe.

Jet Airways became the first Indian airline in 2007 to establish a European hub in Brussels for the operation of its
services to North America. The airline began services to New York (Newark and JFK) and Toronto, from Mumbai,
Delhi and Chennai in India. The airline currently serves 21 international destinations with direct flights.

In 2007, Jet Airways acquired Air Sahara, which was re-branded JetLite, an all economy subsidiary of Jet Airways.
Effective March 25, 2012, Jet Airways harmonised its low fare services of Jet Airways Konnect and the erstwhile
JetLite under a single distinct brand JetKonnect making it India's biggest low fare brand.

The airline currently operates a fleet of 116 wide and narrow-bodied state-of-the-art aircraft, as also turbo props
for regional operations and flies to 66 destinations in India and abroad, making it one of the fastest growing
airlines in the world. With an average fleet age of 7.08 years, the airline has one of the youngest fleet of aircraft in
the world.

Strategic Equity partner

Jet Airways (India) Limited is India's first airline to conclude a transaction under India's Foreign Direct Investment
policy for aviation, offering a sale of 24 per cent of its shares to the Middle East carrier Etihad Airways PJSC. An
expanded code-share between Jet Airways and Etihad Airways will now seek to connect 22 cities across the country
to a combined network of 140 destinations world-wide.

Furthermore areas of co-operation between the two airlines include joint training of pilots, cabin crew and
engineers, as well as maintenance of common aircraft types and the consolidation of guest loyalty programmes.

Leveraging Technology
Use of cutting-edge technology has been at the forefront of Jet Airways' Marketing and Operations strategy. The
airline is co-hosted on SABRE, as also has CRS (central reservation system) links with Amadeus, Abacus, Travelport -
Galileo, Worldspan, Axess, Apollo as also Infini, Travelsky and is listed in CRS systems worldwide. Customer
Relationship Information (CRIS) the frequent flyer programme, baggage reconciliation, crew rostering, engineering
and maintenance operations, are some of the key areas where technology is constantly upgraded to offer its
customers the best flying experience.

As part of the airline's strategy to actively reach out to a larger cross section of guests and engage with them on a
real time basis, Jet Airways offers various social media platforms such as Facebook, LinkedIn, foursquare and
Twitter, Flickr.

Jet Airways website www.jetairways.com offers comprehensive information on all its services, while providing one
of the most powerful online booking and check-in services in the country. JetPrivilege members are also able to
redeem award tickets online by logging on to the website as also select seats and opt for meal preference.

Jet Airways offers innovative, all-inclusive travel packages branded 'JetEscapes' providing holiday options in
association with India's leading hotels and resorts. Packages are inclusive of return airfares, accommodation,
sightseeing, airport transfers, travel insurance and bonus JPMiles. Customised holidays are also available on
request. 'JetEscapes' holidays can now be booked on jetairways.com.

Jet Airways Cargo

Jet Airways, India's premier international airline, has a dedicated cargo product serving the entire network of 74
international and domestic destinations. With nearly 100 interline cargo partners Jet Airways cargo covers the
globe, and serves customers for moving general as well as special cargo. Jet Airways' cargo services have been
recognized internationally and testimony to this are some notable awards and accolades as listed below:

Awards & Accolades

Jet Airways has always striven to provide service of the highest standard to its customers, both on ground and on
board. The hallmark of Jet Airways' services has been its customer service excellence and testimony to this are the
prestigious Awards and accolades the airline has received over the years.

1. Target Audience:
Consumers
Age 18 to 60 Reason – Since Jet Airways is in the business of air travel it is
evident the target defined above comprises of the entire
Sec A, B, C universe with decision making capability. (Below 18 decisions
are made by elders and above 60 already have a set way of
Domestic and International
functionality)
holiday seekers

Working Professionals,
Businessmen, College
students

Influencers
Industry bodies & One of the fundamental block for organization as any change in
Government policy impacts the business (Advocacy required to influence them
for business needs)
Aviation industry players Other players also impact the business decisions depending upon
their change in strategy

Hotel Chains Associations bring in revenue and strengthens bottom-line

Hospitality Aggregators Associations bring in revenue and strengthens bottom

Visa embassies Associations bring in revenue and strengthens bottom

Tour / Holiday organizers Associations bring in revenue and strengthens bottom

Travel booking aggregators Associations bring in revenue and strengthens bottom

Stakeholders
Shareholders Strengthen the belief and faith in the brand in terms of financial
performance and long term benefits. Attract new investors to
Partners fund for further expansion

Prospective investors

Existing Investors

2. Engagement / Relationship Building activities

Jet Airways holds a significant share in the Indian airspace which is constantly being challenged by the new
entrants like the Vistara and LCC players like Indigo, SpiceJet etc. In such an environment it is prudent we define our
communication objectives and align out tactical implementation plans.

a) Create a positive proactive engagement with stakeholders and target audience with a clear messaging
emphasizing on our consistent growth regardless the dynamic environment we operate in.
b) Lay special additional emphasis on higher levels of customer satisfaction
c) Subtly compare the offerings and highlight Jet Airways as the preferred airline
d) Increase positive conversations and improve brand loyalty

To achieve the above objectives the brand needs to improve the engagement levels and strengthen the relationship
to attain advocacy on varied social media platforms. Further breaking the objective into small pieces; appended are
the immediate targets that needs to be achieved to improve conversation reach, engagement score and
satisfaction score.

Reviews and Rating:

Rating and review approach will be used to understand the changing consumer expectations and how we can
modify our current offering to match the customer need. This will further amplify the engagement and strengthen
the relationship.
The exercise to be conducted under two phases

 Mass activation: Calling the entire universe to submit their experience while doing a review rating activity
on facebook where in you need to enter your experience rating score and why you like the airline, what is
the differentiating factor to be added as a part of the quiz. Once the quiz is submitted, you become a part
of a Jet flyer club and a part of all future activations and announcement. Your name gets recognized as Jet
value creator on facebook. Additionally, extensive features / experiential posts / photographic
representations get pasted on Jet Airways official webpage.

 Blogger Engagement: Create opportunities with the travel trade blogger community to experience the
product offerings and the travel engagement should be target oriented destinations, where we intend to
increase traffic. The bloggers will publish the post in their respective sites with proper integration of our
offerings. This will increase the reach beyond existing audience, add new members, and enhance brand
recall, engagement, with focused communication around the offerings.

Digital Urgency:

Taking the existing platform to expand and create focused communication to flow across the social media
channels. This exercise will drive selected emotions that are positive for the brand.

Create regular contests based on reviews posted on the webpage, where consumer gets an opportunity to read
through the 500 word article and has to explain in 5 single words like (timely, companionate, comfort, luxury) and
hashtag the responses to #LoveJetAirways

To complete the task the participants will have only 180 seconds, a score will be uploaded on the facebook page
once completed, and recognition as Jet Airways fast reader and analyst…

Additionally the one who finish the task in time have the opportunity to win a free trip to their selected destination

The exercise will drive qualitative index and improve the reach

Value Added Apps:

Create a mobile app that will support the customers while they are planning for a vacation / travel.
a. Which are the flights in the particular sector
b. Update on specific flights – timing, offers
c. Booking /cancelling opportunities from the app itself
d. According to the weather if there can be any delays (plan accordingly)
e. What is the expected temperature at the final destination
a. If you need to carry any specific clothing to match the destination temp
f. Traffic conditions in the city to plan trip well in advance
g. Best places to visit in the city (Online ticketing)
h. Attached options for Hotel stay (with better rates)
i. Travel support options (Taxi aggregator, Car rentals)
j. Visa requirements if any
a. If yes (what are the documents needed)
b. Visa assistance companies
c. Visa processing consulate / embassy details
k. Direct connect with customer support team for any other updates
l. Feedback opportunity

The mobile app on download will offer credit of XX amount that can be used for your first travel and an incentivized
activity to be organized to create awareness on the new mobile app. This will not only help build a strong
connect with the current followers, but also will entice them to share it with their friends or tag them and
further creating it as bigger campaign

3. Editorial Calendar:

The calendar will define schedule the plan and create a robust consistent brand building exercise

Timeline Activity Objective Platforms Used Theory


Week 1 Snackable – Share images of Create excitement Instagram, Social Object
popular scenic destinations in India about the destination Facebook and Theory
and abroad with a question how do and enquires. Drive Twitter
you reach there? And which is the traffic on Jet Airways
best time to visit? Website

A link to follow to read more on Jet


Airways website
Week 2 Curated Content - Pick up Trivia Create excitement Instagram, Social Object
from multiple sites detailing about about the destination Facebook Theory
a particular destination and share it and enquires. Drive
with customers for a better traffic on Jet Airways
understanding. Website
Organic -
A contest can follow to increase the
engagement levels

The questions to driven from the


articles and a question Do you
know how many Jet Flights visit the
destination everyday
Week 3 Created Content – Create a content Increase engagement Instagram, Social Object
from the bloggers feed and our on the brand page, Facebook and Theory and
own developed content in the form amplify brand loyalty, Twitter Dialogical Theory
of Images / infographic / write up create brand
advocates
Incentivized –

Create an objective quiz of few


questions on the destination.

And one question to write a


creative pitch on the destination

Promote the brand and own pitch


on their respective pages and the
most admired (liked and shared
post) to win a free trip

Week 4 Review & Rating with Customers as Increase engagement Instagram, Social Object
explained above on the brand page, Facebook, Theory and
amplify brand loyalty, Twitter and new Dialogical Theory
create brand age media
advocates

Week 5 Blogger engagement under Review Increase engagement Blogs, Social Object
& Rating exercise as explained on the brand page, Instagram, Theory and
above amplify brand loyalty, Facebook, and Dialogical Theory
create brand Twitter
advocates
Week 6 Digital Urgency Activity Increase engagement Blogs, brand Social Object
on the brand page, pages, Theory and
amplify brand loyalty, Facebook, and Dialogical Theory
create brand Twitter
advocates
Week 7 Value Added App – Showcasing the Increase engagement Instagram, Social Object
leadership of the brand in the space on the brand page, Facebook and Theory and
amplify brand loyalty, Twitter Dialogical Theory
create brand
advocates
Week 8 Viral activation – immediate Amplify brand loyalty, Youtube, Social Object
increase in number of followers, create brand facebook, Theory and
and a positive impact on the brand advocates twitter, blogs, Dialogical Theory
explained in the next point mainstream
media, new age
media whatsapp

Repetition of the activities mentioned above by changing the social objects and
narrative
4. Theory

Social Object Theory:

As addressed in the calendar on the engagement activities, Destinations & Travel is the core of major stories and
the social object in the form of pictures, write-ups, info-graphics around which the social media activities are
planned.
Even Trivia about the destinations are an extension of the same theory and can add stuff like local attractions,
different cuisines, lifestyle and way of life that can interest people to expand conversations.

Dialogical Theory:

Due to constant engagement like Reach and Rating, Blogger engagements, digital urgency imitative, value add app
and viral video the brand is connected in a dialog with the respective Target Audience and creates a strong
relationship beyond its topic of discussion of booking tickets.

Such a conversation increases faith and advocacy for the brand.

5. Viral Video

Viral videos are generally getting mass acceptance due to the content shared, it needs to associate with the
pressing need to change and should get emotionally attached. The platform should be used to establish the thought
leadership of the brand in the space as well.

Keeping the above points in mind, we will create a small 2 minute video on the need for people to stand against the
social cause (stop eve teasing). One of the common issues witnessed by airline staff (airhostesses specifically). Jet
Airways to take a stand and stop the irresponsible behavior of few passengers causing inconvenience to all.

The video will show few passengers misbehaving with airhostess and the fellow passengers to stop them in
doing so and stand against such abrasive behavior.

The video will communicate join hands with Jet Airways to stop eve teasing and teach to respect women
#JetAiwaysrespectwomen #JetAirwaysstopeveteasing #respectgoodbehavior #standagainstinjustice
#buildabetternation #buildabettercommunity #joyoffyingjetairways

Such a video will create strong brand equity for Jet Airways and it becomes a flag bearer for a bigger mass cause.
Brand loyalty increases amongst its present and prospective customers, employees and everyone who comes in
the communication sphere.

STEPPS

Social Currency:
Such video will connect with everyone in the community as it is not promoting any service, infact
it is taking up a bigger issue persisting in the society and a strong moral stand
Triggers:
Such agendas’ do not require a special trigger but every time whenever any gender biases or any
issues pertaining to the modesty of women will occur the video will again do rounds
Emotions:
Sharing the video with people who have similar ideas /emotions (a very large society, Social
leaders, NGO’s, Celebrities, global names etc) would be one more reason for this video to go viral

Public:
Since the topic being a mass audience issue, a public awareness and reaction is much anticipated
with enough of conversation in and around the topic which will increase sharability of the video

Practical Values:
Today everyone travels with their respective families and can be part of such vulnerable situations
and hence it’s vital to safeguard our families. It would serve the apt practical value for the users
to share it to create a mass movement

Stories:

Unfortunately we see such stories often but due to our busy schedules and changing value system
gets unnoticed, it will give ensure we take the moral stand and take the necessary action.
Additionally every time any story regarding the issue breaks out Jet Airways initiative will take the
lead and establish the brand on an ethical platform

***Ends***

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