Submitted by: Salam Florida Roll no 19048 Tps- A

Introduction
Jet Airways (India) Private Limited is India's leading private airline Goyal began his travel career in 1967 at the age of 18 as a general sales agent for Lebanese International Airlines In May 1974, he formed his own company Initial investment was $20 million Jet Airways began domestic flight operations with four new-generations Boeing 737s on May 5, 1993 HQ in Mumbai o Countrys second largest international airline o Largest domestic airline - 31% Primary base - Mumbai's Chaatrapathi Shivaji Airport Secondary hubs - Bangalore, Brussels, Chennai, Delhi, Hyderabad, Kolkata and Pune. April,2007 - Acquired Air Sahara - JetLite

Indian aviation industry

Competitors

Market share
Airlines Market Share
Jet Airwyas Indian Airlines Air Deccan Air Sahara Kingfisher Spice Jet Others

Spice Jet 6% Kingfisher 8%

Others 2%

Jet Lite 10% Air Deccan 15%

Jet Airways 35%

Indian Airlines 24%

Marketing strategy
Offering low cost tickets Improving their flight services Reaching to customers expectation Managing good partnership with jet partners globally

Market segmentation Economic class Business class Premium class Target market Economic class ( Jet Lite) Business class

International strategy

Product
On Ground Services
Check in options - Airport check-in, Tele Check-in, Web Check-in, Kiosk Check-in, SMS Check-in, Check-in while walk-in, One Time Check-in on Return Journey, Through Check-in Airport Lounges Coach Services

In-flight Services
Classes of Service - First class, Premiere class & Economy class Convenience & Safety -Towels, Pillows & Blankets, Reading material, First Aid, Smoke detectors, Bassinets, Child Care, life jackets & seat cushion Cuisines Entertainment - Jetscreen Movies, TV programmes, Games, Music, In-flight communicator, Online magazines etc. JetWings (in-flight magazine), JetBoutique (in-flight shopping catalogue)

Special Services
Infant and child care, wheel chair assistance, expectant mothers, unaccompanied minors, medical emergencies, travelling with animals & carriage of stretchers

JetMobile JetKids JetEscapes Cargo

Marketing mix:
Price
Economy & Club Premiere Fare Discounted fare for senior citizens & defense personnel Advance Passenger Excursion/ APEX Fares One Fare Night Saver Fares Check Fares US Dollar Fares & Visit India Fares

Place
Place of Service - Aircraft Various Destinations

Promotion
Offers Companion Free Offer, One Fare, Concessional fares, JetPrivilege Offers, Jet Airways Citibank Credit Cards, Corporate Deal Offers, International Specials, Camp Rock contest, Festival specials, Student specials, Surprises etc. Advertising and Branding Hoardings Brand Ambassadors Sponsorships Event Organization Employees Pilot, Cabin Attendants, Engineers, Customer Service Agents, Securities, Marketing, Sales & Reservation employees Customers People Processing People physically enter the service system to receive the service. Aircraft is the service factory where service is delivered. Possession Processing Cargo Luggage & Courier

People

Process

Physical evidence
Servicescape Servicescape usage - Interpersonal Complexity of Servicescape - Elaborate Flight Offices - Org. & Ticket Booking Agents Virtual Servicescape