Step by step, Kingfisher is stamping out Deccan

Bangalore: Marketing and brand experts at Kingfisher Airlines are piece by piece extinguishing the 'Deccan' brand and stamping the personality of the pioneering carrier's new owner, Vijay Mallya.
G.R. Gopinath, Deccan's founder, had moored the airline as the one "for the first-time travellers"; ballasting them for greater bucks is Mallya.
He would rather chase flyers who want value for money.
He is not interested in the consumer segment hunting for the lowest fare. Mallya is upgrading the services onboard with leather seats, better crew and more sumptuous food offering, (not served free, by the way). He has also hiked fares.
Shedding Deccan's brand positioning as an airline for the lowest-fare hunters is a key part of the re-branding process.
The idea is to bring in more loyal flyers.
Meaning, volume game is out, value game in.
11/04/08 Praveena Sharma/DNA MONEY/Sify

To Read the News in full at Source, Click the Headline

Categories: Deccan Apr 2008, Kingfisher Apr 2008