Branding Helped Jet Airways Take Off

The Indian airline Jet Airways is one of the country’s most powerful brands. It has built a strong reputation for offering a great flight experience by combining world-class service, reliable operations and on-time performance.
Though there are several explanations for Jet Airways’ success, the main reason is support from the management toward building a strong brand. By having a clear strategy built on the pillars of world-class service, punctual performance, reliability and customer responsiveness, the airline has carved out a strong presence.
Jet Airways was started by Naresh Goyal in 1993. With the Indian airline industry thrown open to private players by the Indian government, Jet Airways was one of the 17 airlines that entered the market.
Amid cut-throat competitive pressures and the capital constraints of the industry, only two of those 17 managed to stay alive: Jet Airways and Air Sahara. Jet Airways bought Air Sahara in January 2006 for $500 million. Jet Airways has come a long way since then. Today it has become the largest private carrier in India.
Jet Airways has focused on its stated mission: to be the most preferred airline brand in India. When Jet Airways entered the market, Indian Airlines was the market leader and had a virtual monopoly as it was state owned.
Indian Airlines had a strong reputation for bad service, delayed flights, bad food and grumpy staff. That made it quite easy for Jet Airways initially. Understanding the concerns and requirements of its customers, Jet Airways began taking steps to address those concerns.
04/04/10 Martin Roll/Jakarta Globe

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Categories: Jet Airways Apr 2010