Do Indian low cost carriers suffer from identity crisis?

Experts wonder whether Naresh Goyal can make Jetlite’s identity different from Gopinath's Air Deccan. Indian low cost carriers are suffering partly because of an identity crisis, reports CNBC-TV18.
While Naresh Goyal may repeatedly emphasise that Jetlite will not compete with the low cost carriers, experts say, throwing in a meal and a frequent flier program perhaps will not make it any different. Also, Jet will have to price Jetlite lower and give it different routes.
Naresh Goyal could attempt to differentiate Jetlite by focusing on a market segment and cater to it rather than go blindly behind the universal pool of train passengers. Experts say the problem today is that for all airlines, price has become the only selling proposition. No one is investing time or money to in creating a brand.
Brand gurus say this will work to the disadvantage of carriers if they do not attempt to define their target market for the scare of losing some passengers.
11/05/07 Moneycontrol.com

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Categories: Low Cost General May 2007