Jet is always set to go, but this time it’s betting on flying really ‘lite’...
From the time it took its first flight in Indian skies, this airline was accepted with open arm
s by Indian public and since then there has been no looking back for Jet Airways. Constantly in the news, thanks to its controversial prolonged acquisition of Sahara Airlines, it is this pick-up that will mark the entry of premium flier Jet Airways into the highly popular low cost airlines segment. In another few months, Jet will re-brand the newly acquired Sahara Airlines into JetLite, the low cost arm of Jet Airways. Post the deal, the company has also decided to go all guns blaring into the international market. However, this strategy of going global on a large scale required a change in the corporate brand identity. “With our international expansion plans slated to begin this year we have been working with Landor and Associates of London on developing a new look and feel for our brand,” says VP, Marketing, Gaurang Shetty. The new look has been sealed now. Shetty adds that “This has been achieved by using a range of brighter, fresher colours, while retaining many of the previous elements of the brand iconography. It has tested very well, both in India and with the consumers in our key international markets.” All this and more, will enable this market leader to re-capture some of its dwindling market share.
For Complete IIPM Article, Click on IIPM Article
From the time it took its first flight in Indian skies, this airline was accepted with open arm
s by Indian public and since then there has been no looking back for Jet Airways. Constantly in the news, thanks to its controversial prolonged acquisition of Sahara Airlines, it is this pick-up that will mark the entry of premium flier Jet Airways into the highly popular low cost airlines segment. In another few months, Jet will re-brand the newly acquired Sahara Airlines into JetLite, the low cost arm of Jet Airways. Post the deal, the company has also decided to go all guns blaring into the international market. However, this strategy of going global on a large scale required a change in the corporate brand identity. “With our international expansion plans slated to begin this year we have been working with Landor and Associates of London on developing a new look and feel for our brand,” says VP, Marketing, Gaurang Shetty. The new look has been sealed now. Shetty adds that “This has been achieved by using a range of brighter, fresher colours, while retaining many of the previous elements of the brand iconography. It has tested very well, both in India and with the consumers in our key international markets.” All this and more, will enable this market leader to re-capture some of its dwindling market share.For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2007
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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