Published by MBA Skool Team, Last Updated: February 20, 2017
Marketing Strategy of Jet Airways analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Jet Airways marketing mix, help the brand succeed in the market.
Jet Airways marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Jet Airways Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Jet Airways marketing strategy can be explained as follows:
Jet Airways is one of the leading domestic and international airline of India. Air travel is the product for Jet Airways, and it has maintained its position consistently by focussing on various product features like design, technology, convenience, quality and branding. The product in the marketing mix of Jet Airways is the type of air travel like economy & premium provided to the customer. The customer is always its top priority. Jet Airways provides great experience and value services to its customers which helps to maintain and positioning the best image for the best experience. Some of the features include fast track immigration, secure flight passenger data, electronic system for travel authorization, special care options for mothers, children and guests with disabilities, pets, etc.
Jet Airways Price/Pricing Strategy:
Below is the pricing strategy in Jet Airways marketing strategy:
Jet Airways assure best price promise.
Although it is not the lowest priced airline, it offers the benefits and other deliverables which justifies its price. The pricing strategy in the marketing mix of Jet Airways is dependent on parameters like distance, competition and demand. Jet Airways clearly targets the corporate and business class customers and through its Jet Privilege these customers are entitled to get some additional discounts depending upon the privilege card they own (platinum, gold or silver). Like other airlines Jet Airways’ pricing is dependent on travel distance and it offers discounts at times when no one else has put up theirs.
Following is the distribution strategy in the Jet Airways marketing mix:
Jet Airways has always made efforts to make its presence feel everywhere and its facilities can be availed conveniently. The place strategy in the marketing mix of Jet Airways covers not only its domestic and international destinations, but also customer facing offices, desks etc. Jet Airways has got customer helpdesks in all operating airports and a dedicated ticket counter for instant ticket purchase and cancellations. Its website is well maintained and it offers tickets at lowest prices inclusive of all taxes over there. Once the Jet Airways tickets are booked either through its own sites or other ticketing sites, a mail and confirmation of booking is sent along with the PNR.
Through #JetInstant (on Twitter) web check in, flight status and other online options are also available.
Jet Airways Promotion & Advertising Strategy:
The promotional and advertising strategy in the Jet Airways marketing strategy is as follows:
Jet Airways always kept itself in limelight to gain attract maximum customers and promote the brand. The promotional strategy in the marketing mix of Jet Airways covers the entire spectrum of marketing and advertising. They make their promotions not only though the digital channel like online ads, advertisements on TV, etc but they also advertise through the banners, hoardings, digital display, magazines, etc. They also endorse various events, like in 2016 Jet Airways was the official travel partner for Mumbai Indians team during IPL. Jet Airways also launched its in-flight collection programme called ‘Magic Box’. It has always provided relief services during natural calamities, it empowers women by celebrating International women’s day every year and go green initiatives are also taken to promote sustainable environment. Through all these activities it promotes a good image of Jet Airways in front of the customers.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Jet Airways.
Jet Airways employees’ ground level, pilots and hostess. Through the various employee centric activities, Jet Airways puts all efforts to attract and retain its employees for long term. It also encourages female employees and support various programs to motivate them. Jet Airways is an ethically driven company and it encourages its employees and guests to report any kind of misconduct or unethical behaviour, without a second thought. The people strategy in the marketing mix of Jet Airways revolves around its employees, who are responsible for giving flawless service to the customers. All its personnel ae well trained and groomed as per the global standards. Through eduJetter it provides special travel benefits for students studying abroad.
Jet Airways has its physical presence by its aircrafts, kiosks, website etc. The three classes mentioned above, helps Jet Airways in targeting and retaining the right customers. Jet Airways provides various features and benefits as per these classes, to make every passenger’s travel experience up to their expectations. Space, comfort, cuisine and entertainment options are set as per the categories in which the passenger is travelling.
Jet Airways has several business processes in place for steady operations. Through the various social activities and best practices Jet Airways maintains a good relation with its customers, which in turn avoids a bad ‘word of mouth’. All these helps the organisation to grow in long term and motivates its employees to continue being loyal to it and give their best throughout their tenure. The customers are also successfully retained and new ones are attracted. All these factors complete the marketing mix of Jet Airways.
About Jet Airways:
Jet Airways is an Indian airline established in 1993, which is operational in 76 destinations including India, Europe, North America, Middle East and Asia. It employees 14 thousand people and has one of the youngest fleets in the aviation sector. Jet Airways is the second largest airlines in India as of 2016 report, in terms of passenger market share. Jet Airways’ operating bases are Bengaluru, Chennai, Delhi, Kolkata and Pune. Its hub is located in Mumbai. It has its own airport lounge under the name of ‘Jet Lounge’ and it provides special benefits to its frequent flyers under the brand name of ‘Jet Privilege’. Jet Airways also has alliance with Etihad Partners and the company’s current slogan is ‘The joy of flying’.
Jet Airways offers three classes – first (only in Boeing 777-300ER aircraft), premiere (flights operated by Airbus A330-200 and Boeing 777-300ER) and economy. In 2016, it won the Best Cargo Airline award by Air Cargo Award.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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