Jet Lite faces second-airline challenge

Aviation experts and brand gurus are clear that Jet Lite is traversing the greyest area in aviation yet. India is one of the few aviation markets which doesn’t have any clear demarcation between LCC and full service airline. Every airline competes on only one platform — price, and that is fraught with danger. “When a brand talks about price positions, it means that it consistently operates at a certain price point, week on week, month on month. When you keep changing a variable continuously and constantly, you can’t occupy a position. The notion of a consistent price point has been vitiated by all airlines,” says Chlorophyll Brand & Communications co-founder Anand Halve.
Kingfisher Airlines experienced this and has long abandoned its stance as a ‘value-carrier’.
If it has to compete on price with Air Deccan and SpiceJet, Jet Lite will then be no different from a fielder covering an area between third-slip and mid-off.
And of course, then there is the problem of cannibalisation with Jet’s own customers looking for a downgrade.
But, Jet reckons that if they are to lose customers to an LCC then JetLite can retain them, blurring the lines between both the carriers.
19/04/07 Irshad Daftari/Economic Times

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Categories: Air Sahara Apr 2007, Jet Airways Apr 2007, Jet Lite Apr 2007