1. Submitted To:
Prof. Sachin Khare
Prepared By:
Sneha Varma (193)
Mayank Shah (202)
Ritu Singh (59)
Swatanu Mohan Satpathy ( 108 )
December 1, 2011 1

2. Introduction
• Started by Naresh Goyal as Air Taxi Operator in April 1992
• Started Indian commercial airline operations on 5 May 1993
with a fleet of four leased Boeing 737-300 aircraft
• Scheduled airline status was granted on 4 January 1995
• Initial investment of US$10 million
• 80%of its stake controlled by Naresh Goyal
• Jet’s parent company, Tail Winds Ltd.
• Began international operations to Sri Lanka in March 2004.
• Jet, is headquarters in Mumbai, India
December 1, 2011 2

3. Introduction
• Operates over 370 daily flights to about 68 destinations both
in India and international (abroad)
• Listed in the NSE in the year 2005
• Includes major cities like Mumbai, Delhi, Chennai, Jaipur, etc.
• Second Leg cities like Aurangabad, Patna, Nagpur, etc.
• 21 international destinations in 17 countries across Asia,
Europe & North America
• International destination includes cities like San-Francisco,
New York, Singapore, London (Heathrow), Hong Kong,
Colombo, Abu Dhabi, Dubai, etc.
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4. Financials
• Annual Revenues
Rs 9481.5 crores (2009-10)
Rs 7401.3 crores (2010-11)
• Profit After Tax (PAT)
- Rs 253 crores (2009-10)
Rs 27 crores (2010-11)
• Average Passenger Load
69.1% (2009-10)
84.3% (2010-11)
December 1, 2011 4

5. Fleets Of Aircrafts
98 Airplanes in total
• Airbus330--200--(12)
• ATR72 --500--(14)
• Boeing737--700--(11)
• Boeing737--800--(42)
Airbus330
• Boeing737--900--(2)
• Boeing777—300ER*--(11)
*Includes aircraft that have been leased to other airlines
Boeing 737-700
December 1, 2011 5

6. Current Service Offerings
Jet Privilege
Blue Silver Platinum
Blue Plus Gold
JPMiles – The number of Base JPMiles earned is the direct
travelled distance between the origin and destination city-pair.
JPMiles earned are based on the fare and cabin travelled.
December 1, 2011 6

7. Current Service Offerings
Jet Konnect
• Launched on 8 May 2009 to close down loss making routes
• Divert planes to more profitable routes with higher passenger
load factors.
• Started 54 flights a week, rose to 125 flights, target of 160
flights a week
Jet Escapes
• A holiday package to a particular destination
• Option to earn JPMiles on each holiday availed
December 1, 2011 7

8. Current Service Offerings
Jet Mobile
• Access information such as flight status, schedules, set alerts
or automatically receive flight delay messages
• Request for your JetPrivilege account details
• Search for the lowest fares on Jet Airways
Jet Viva
• Interaction forum for women travelers
• Modern fashion trends, spa getaways, high end cosmetics
December 1, 2011 8

9. Current Service Offerings
Jet Lite
• Acquisition of Sahara Airlines
• Low cost carrier
• Wider reach
Jet Kerala/ Jet2IncredibleMP
• Tourism packages to Kerala and Madhya Pradesh
• Special offers during summer vacations and new year
December 1, 2011 9

10. On-board Services
• Check-In options
• Airport lounges
• Bus Services
• Cuisines
• Entertainment
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11. Market Share
December 1, 2011 11

12. Competitor Analysis
Domestic Market International Market
December 1, 2011 12

13. Porter's 5 Forces
December 1, 2011 13

14. Bargaining power of Buyer - High
• Standard product and services
• Several options available to customers
• No switching cost – customer need a reason to stay
• Customer can research easily using the internet
• Customer incentives such as JPMiles which allow customers
to earn rewards, book flight in an easier/faster manner, and
stay on top of the upcoming event/sales
• Customer loyalty does not come cheaply – the average Indian
flier expects more by paying less.
December 1, 2011 14

15. Bargaining power of Supplier - High
• Cost of fuel has risen in the years
• Airplanes are mostly created by 2 manufacturers :
Boeing and Air-Bus
• Aviation personnel are very few in number. The pay
demanded are very high.
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16. Threat from substitutes - High
• Numerous other low-cost airlines
• Switching costs among other transportation option are high for
everything but short distance (Train, bus etc)
• High exiting barriers – regulated by ministry of civil aviation
• Trains are the most preferred modes of transport when it
comes to domestic travel
December 1, 2011 16

17. Threat from new entrants - Low
• Very high cost or capital required for entry
• Low profit margin
• Difficult to differentiate product & services
• Brand image and loyalty is important
• New airlines must be seen as safe and reliable
• Large airlines are very aggressive
• Premature domestic market
December 1, 2011 17

18. Competitive rivalry - High
• Competitors like Kingfisher, Indian Airlines, Indigo
• In times of low or moderate industry growth,
the competition gets fiercer as each one
tries to nab customers from the other in
order to keep their capacity utilizations
at acceptable levels
• The industry is extremely sensitive
to economic cycles
• Ambush marketing campaigns
December 1, 2011 18

19. The 7 P’s
Product
• Airline service – travel
Price
• Discounted fare for senior citizens, defense personnel
• Economy & Club Premiere Fare
• Advance Passenger Excursion
Place
• Place of Service – Aircraft
• Various Airports – Jet lounge
December 1, 2011 19

20. The 7 P’s
Promotion
• Companion Free Offer, Concessional fares
• Jet Privilege frequent-flier programme
• Jet Airways Citibank Credit Cards
• Corporate Deal Offers
• Festival specials, Student specials
• Advertising and Branding
Hoardings and advertisements
Brand Ambassadors
Sponsorships
Event Organization
December 1, 2011 20

21. The 7 P’s
Process
People Processing
• Greeting method and standard procedure of
treatment for customers for each class
• Booking tickets made online and in counters
• Flights sticking to schedules
• In flight service – baby care, disabled care
• Travelling with pets
Possession Processing
• Cargo
• Luggage
December 1, 2011 21

22. The 7 P’s
Physical Evidence
• Cuisine
• In-flight entertainment facilities
• Kiosks – check-in counters
• Jet boutique – in flight fashion apparel
• Jet kids – in flight kids programme
• Jet mall – in flight shopping
People
• Trained cabin crew
• Immigration & transportation
December 1, 2011 22

23. SWOT Analysis
Strengths Weaknesses
Experience exceeding 14 years Losing domestic market share
International operations Old fleet with average age - 4.79 years
Large fleet size Need improvement in in-flight service
Among top 3 in India Weak brand promotion
Opportunities Threats
Untapped air cargo market Strong competitors
Scope in global service and tourism Fuel price hike
Increasing salaries of people Overseas market competition
Regulations
December 1, 2011 23

24. Gap Model
December 1, 2011 24

25. Gap – 1
Customer Expectation – Management Perception
• Seat allotment
• More variety in harder products
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26. Gap – 2
Management Perception – Service Quality Specification
• Reclining Feature
• Check-In baggage
December 1, 2011 26

27. Gap – 3
Service Quality Specification – Services Delivered
• Unfriendly Check-In
• Unhygienic conditions
December 1, 2011 27

28. Gap – 4
Service Delivered – External Communication
• Time delay in Flights
• Emergency services
December 1, 2011 28

29. Gap – 5
JET AIRWAYS KINGFISHER INDIAN AIRLINES
RELIABILITY 1 2 3
ASSURANCE 1 2 3
TANGIBLES 2 1 3
EMPATHY 1 2 3
RESPONISVENESS 1 2 3
December 1, 2011 29

30. Recommendations
• Concentrate on the gaps created
• Improvise on branding strategies
• Look into newer geographical regions
• Improving technology to overcome unfavorable weather
conditions
December 1, 2011 30

31. Thank You
December 1, 2011 31