MBA students advise Air India to change its mascot

The Hindustan Unilever and CNBC-TV18’s ‘Lessons in Marketing Excellence’ (LIME), an inter B-school marketing and business competition, is now gearing up for its final stage. The challenge spreads across the top 12 B- schools in India.
Jamnalal Bajaj Institute of Management Studies (JBIMS) was assigned the case study on Air India.
“Air India being a PSU, tremendous efforts were required to solve the case. The objective of the case was to attract more customers to Air India and to exemplify how Air India can battle it out in the Indian skies,” said one of the participating student.
The winning team of JBIMS provided a rebranding plan for Air India which involved replacing the Air India mascot ‘Maharaja’ with a ‘Young & Aspiring Indian’. This, in turn, would truly reflect the current Indian generation and attract a new customer base for Air India. Apart from this, several suggestions had been put forth by the team, such as, measures to enrich the consumer experience of an Air India guest and increase the airline’s profitability.
08/02/10 MBA Universe

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Categories: NACIL Jan 2010