DADAJI………..

AIR TARVELS

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 Straed inc., USA &
SASMIRA

For project: BRAND MANAGEMENT

Upon recommendation of prof: RUPA ADATIYA
This is to certify:
GAURANGI
WALAWALKAR
UTTARA VERMA
VAISHALI MORE

FOR HAVING DEMONSTRATED UNIHNHIBITATIED

COURAGE, VISION AND CRETIVE THINKING IN THE FACE
OF PROJECT AS-USUAL ROADBLOCKS AND
CONSEQUENCES IS HEREBY GRANTED ALL THE HONOR
AND PRIVILEGES PERTATING THERETO AS BESTOWED ON
ONE OF THE APPLICANT.

Prof:
RUPA ADATIYA

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 Preface

I am very grateful to SASMIRA

and USA STRAED for giving the
opportunity to work on this
project.

• This project work is done as a part of our Certificate Course

in Retail Management.
• We would sincerely like to thank our professor; Mr. Rupa
who has helped us by giving valuable advice for this project.
• We are also thankful friends and family.
• The knowledge and advice was a of great help.
• Today we have completed are research work on brand
management taking that in consideration we are following
thing their services, brand value.
• It was a great experience to study Indian International
Airlines with considering brand management
• This PROJECT was a GREAT LERNING experience.

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 Table of
Content

Sr. no. Topic Sign

1. Preface
2. Introduction of brand management
3. Introduction of airlines
4.
5.
6.
7.
8.
9. Conclusion
10. Bibliography

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 Introduction of brand
management

 Brand management is the application of marketing techniques to a specific

product, product line, or brand.
 It seeks to increase the product's perceived value to the customer and thereby
increase brand franchise and brand equity.
 Marketers see a brand as an implied promise that the level of quality people
have come to expect from a brand will continue with future purchases of the
same product.
 This may increase sales by making a comparison with competing products
more favorable.
 It may also enable the manufacturer to charge more for the product.
 The value of the brand is determined by the amount of profit it generates for
the manufacturer.
 Brand as to fulfilled many promises to maintain there status in the market.

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Introduction of airlines

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 SWOT of legacy carriers
Strengths

 Passengers will continue to need connecting/network services.

 Ensure a leisure travel, especially to the business travelers, like
airport lounges.
 Enhanced in-flight service and more comfortable seating.
 In long-haul markets, where premium service is essential,
through higher capacity and long range.

Weakness

 Excess capacity.
 Complicated flight operations.
 Cost-to-revenues ratio per seat mile is very high.

Opportunities

 Maintain short-haul flights only to extent needed to feed the network

Threats

 Labour problems as “legacies” try to streamline in order to compete with LCCs

 Flood of new capacity into the region from LCCs may trigger a competitive
bloodbath among the legacies.

Introduction of air India

"Your Palace in the Sky" Air India

o It was organization was establish by J. R. D. Tata in the year 1932 named

as Tata Airlines.
o Airports-
• Chhatrapati Shivaji International Airport.

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 • Indira Gandhi International Airport.
• Chennai International Airport.

o Air India Limited (Hindi: एएए एएएएएए) is the national flag carrier
airline of India, flying a worldwide network of passenger and cargo
services.
o Air India is the 16th largest airline in Asia, serving 28 destinations
worldwide, and, with its affiliated carriers, serves over 100 cities.
o The Headquarters of Indian airlines are in Mumbai, India.
o It covers around 28 Destinations all over the glob.
o After dominating Indian skies for years, Air India is now the second
largest airline in India in passengers carried, after Jet Airways.
o In domestic market share, it is the third largest behind Jet and
Kingfisher Airlines including subsidiary Kingfisher Red.
o Air India serves 11 domestic destinations and 17 international
destinations in 11 countries by itself and 22 international destinations
across the Africa, Asia, Europe, North America and Oceania through code
sharing with partner airlines
o Together with its subsidiaries and related carriers, the group
connects over 100 destinations worldwide.
o An advertisement in Times Square for travel for fleet from New
York City to Mumbai.
o The airline carried 3.39 million passengers during the financial year
ending March 2003 and achieved a load factor of 71.6 per cent,
substantially higher than the 66 per cent load factor recorded in the
preceding year.
o The national carrier is also one of the most affordable airlines
around, with amazing value-for-money fares to destinations across India
and the world.

Service
 Air India offers three classes of service –
 First Class,
 Executive Class &
 Economy Class.
 Flat bed seats are offered for First and Executive Class passengers.

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  Air India's in-flight services are specially designed keeping in mind the
tastes, preferences, and requirements of travellers from across the world,
encompassing all ethnicities, religions, and medical conditions.
o In 2000, Air India introduced services to Shanghai, as well as to Los
Angeles and Newark.
o On May 2004, Air India launched a wholly-owned low cost airline
called Air India Express.
o Air India Express connecting cities in India with the Middle East,
Southeast Asia and the Subcontinent to provide good service.
o Air India expanded its international routes to include non-stop flights
from Ahmedabad and also expanded its international operations from
Bangalore and Hyderabad.
o Now days the number of foreigner’s tourists and business travelers
coming to India has gone up drastically.
o India has become a favorite destination all around the world.
Likewise, number of Indians traveling outward has also increased
manifold.
o Air India's current subsidiaries are Air India Cargo, a separate
division that provides air cargo services with a dedicated fleet, and Air
India Express, a low-cost airline that operates flights mainly to the Middle
East.
o With the merger of Indian Airlines and its subsidiary Air India
Regional into Air India, these two airlines will also become subsidiaries of
Air India.
o The variety of food served that caters to religious tastes includes
special vegetarian meals (such as Jain meals), Muslim meals, as well as
Kosher meals.
o Specially prepared meals for passengers with medical conditions and
those who are exactingly health conscious include Low Sodium meals,
and Diet meals, as well as fruit platters. There are even special meals
available for children.

Planning

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  Following the Air Corporations Act of 1953, the Government nationalized the
air transportation industry and Air India International Limited was born.
 The year 1960 will remain a historical landmark in Indian aviation, for that
was the year that Air India flew its first international flight to New York via
London.
 A state-owned airline, Air India merged with Indian Airlines in 2007 to
connect 146 domestic and international destinations on the world map,
including 12 international gateways in India.
 These including flights to Delhi, flights to Mumbai, flights to London and
flights to New York.
 Air India flights have received a 4-star rating from Skytrax Airline Quality
Review, for cabin safety procedures, making it one of the safest, most trusted
airlines in the world.
 Apart from safety features, Air India offers a range of luxuries and comforts
onboard, with elegant interiors, personalized services, world-class in-flight
cuisines, and extremely comfortable

• The SUD-BRAND of air India are

Air India Express,

Air India Cargo

Introduction of Kingfisher

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 “Fly The Good Times”
Kingfisher

o The airline started operations on 9 May 2005 Dr.Vijay Mallya chairman

named it as Kingfishers airlines.
o The other key people in this airlines are Mr. Hitesh Patel- EVP, Mr. Rajesh
Verma- EVP, Mr. A. Raghunathan,-CFO.
o Kingfisher Airlines, along with Kingfisher Red, is the second largest private
airlines in India, trailing behind Jet Airways.
o Destinations that kingfisher cover are around 78 places

• Airports-

o Bengaluru International Airport

o Chhatrapati Shivaji International Airport
o Indira Gandhi International Airport

• Kingfisher Airlines plans to add several destinations such as Singapore,

Hong Kong, Bangkok, Kuala Lumpur, Dhaka, Dubai and Maldives by the first
quarter of 2009
• The headquarters of kingfisher are at Bangalore, India.
• Kingfisher is one of six airlines in the world to have a five-star rating from
Skytrax.
• According to a survey held in September 2008, Kingfisher was the most
admired airline brand in the Asia-Pacific region.
• In July 2008, Kingfisher's share of Indian aviation market stood at 14.3%
while its sister carrier Air Deccan's share stood at 13.5%.
• International Routes Operated By Kingfisher:-
# Bangalore-London Heathrow Airport- (Began Sep 3rd, 2008)
# Mumbai-London Heathrow Airport- (Began Jan 5th, 2009)
# Bangalore-Colombo- (Began Jan 19th, 2009)
# Chennai-Colombo- (Began Jan 19th, 2009)

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Services
• Currently there are two classes of service in the Kingfisher domestic network,
Kingfisher First and economy.
• Economy class has 32-34 inch seat pitch with footrest.
• Also after the acquisition of Air Deccan, it has also started a low fare
Kingfisher Red Class offering cheaper fares to the passengers.
• Kingfisher Airlines' domestic in-flight product has been granted a 5-star rating
from Skytrax.
• As for other services within the Indian sub-continent, Kingfisher also plans to
fly to Dhaka, Bangladesh, apart from Lahore.
• It is also known for the glamorized look of its cabin crew.
• As part of its soon to be launched international operations, to fulfill the
services which they have promise to there customer.
• The carrier intends to launch services to Singapore, Kuala Lumpur, London
and New York from Mumbai apart from new flights to Dubai from New
Delhi, Mumbai and Chennai.

Planning
• As part of its soon to be launched international operations, Indian full
service provider, Kingfisher Airlines, plans to launch a service to Lahore,
Pakistan along with other overseas destinations.
• In line with domestic regulations, Kingfisher will be able to launch
these operations only by September 2008.
• The airline has already applied to the Directorate General of Civil
Aviation for permission to commence operations on the new route, under the
provisions of the bilateral air services agreement signed between the two
countries.
•

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Bulleting

Re-branding

In October 2007, Air Deccan as a planned makeover after the

acquisition was renamed as Deccan with is tagline "The Choice is
Simple" based on its previous famous tag line 'Simplifly'.

The old logo of hands has been replaced by the Kingfisher logo and
the font of Kingfisher is also being used.

The old colors of yellow and blue have been replaced by Kingfisher
Airlines's red and white to give a 'premium' look and feel.

The check-in counters at airports as well as the crew uniform will

now have the same red and white colors.

The new look airline is also promising excellent excellence in

timely performance, Wider Network and “Little Delights all the
way”. Check-in staff will no longer be outsourced but the service
will be managed by airline employees.

This will increase accountability and improve service delivery," Mr.

Mallya, who has also said the airline will slowly replace the old
ATR 42 aircraft and the ageing A320 planes, and replace them with
entirely new aircraft.

There is also an expected change in the schedule of the airlines to

match that of Kingfisher Airlines.

According to agencyfaqs.com, the re-branding is expected to cost

around Rs 15 crore (approx. $3.8m). It is also speculated that
Market Gate Consulting Pvt. was involved in the re-branding
process.

In August 2008 it was announced the airline will further change its
branding to Kingfisher Red and will begin operating under
Kingfisher's IATA code IT.

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Introduction of Jet Airways

“The Joy of Flying” Jet Airways

o The chairman and the founder of jet airways is Naresh

Goyal, it was founded in 1993.
o Jet airway Focus cities are Hyderabad, Pune.
o Jet Airways is an airline based in Mumbai, India.
o It is the country's second-largest international airline after
Air India and the largest domestic airline.
o It operates over 400 daily flights to 64 destinations.
o Its primary base is Mumbai's Chhatrapati Shivaji Airport
with secondary hubs at Bangalore, Brussels, Chennai, Delhi, Hyderabad, Kolkata
and Pune.[1]
o Jet airways cover 64 destinations.
o However, the airline faces competition from other
domestic carriers like Kingfisher Airlines, Spice Jet and IndiGo Airlines.
o Indian Airlines had enjoyed a monopoly in the domestic
market between 1953, when all major Indian air transport providers were
nationalised under the Air Corporations Act (1953), and January 1994, when the
Air Corporations Act was repealed, following which Jet Airways received
scheduled airline status.

Services
In-Flight Services

 Indian cuisine meal served onboard domestic Jet Airways flight.

 Jet Airways has introduced a new cabin with upgraded seats in all classes.
 The aircraft has three classes of service: First, Première (Business), and Economy.

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  The Airbus A330-200 aircraft have two classes: Première and Economy. All
Airbus A330-200 and Boeing 777-300ER aircraft have this feature. Boeing 737
aircraft are configured differently.
 Jet Airways has a three-star rated Business and First Class, and is in the top
twenty-five business classes reviewed by Skytrax. Economy class has been
reviewed as a three-star product by Skytrax.

First Class

First class is available on all Boeing 777-300ER aircraft. All seats convert to a fully-
flat bed, similar to Singapore Airlines suites but smaller. It was the second airline in
the world to have private suites. (Emirates Airline were first, introducing the private
suites in 2003 on their Airbus A340-500s). All seats have a 29-inch widescreen LCD
monitor with audio-video on-demand (AVOD), in seat power supply, and USB ports
etc. Jet Airways is the second airline in India to have fully-enclosed first class suites
on its aircraft; each suite has a closeable door, making for a private compartment. It is
the third-best first class in the world as conducted by Skytrax. The only airlines that
surpass Jet in first class are Singapore Airlines and Emirates Airline.

Boeing 777-300ER Première class seats.

Première Class

Première Class (Business Class) on the Airbus A330-200 and Boeing 777-300ER
International Fleet has a fully-flat bed with AVOD entertainment. Seats are
configured in a herringbone pattern (1-2-1 on the Boeing 777-300ER, and 1-1-1 on
the Airbus A330-200), with each seat offering direct access to the aisle. USB ports
and in-seat laptop power are provided. Mood Lighting is installed on the Airbus A330
-200 and Boeing 777-300ER, with light schemes corresponding to the time of day and
flight position.

On the short-haul/domestic Boeing 737, all new aircraft are equipped with AVOD.
All seats are standard recliner business-class seats with a few newer aircraft with
electronic recline and massager.

Economy Class
Economy class on the Airbus A330-200, Boeing 737 and Boeing 777-300ER has 32-
inch seat pitch. All Boeing 777-300ER/Airbus A330-200, as well as some Boeing 737

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aircraft, have a touch screen AVOD system. Seats on the Boeing 777-300ER/Airbus
A330-200 have a "hammock-style" net footrest. The cabin is configured in 3-3-3
abreast on the Boeing 777-300ER, 2-4-2 on the Airbus A330-200, and 3-3 in the
Boeing 737

Planning
 In July 2008, it was honored as the world's best long-haul airline after Singapore
Airlines.
 In a poll conducted in September 2008, it was voted as the world's seventh best
airline overall.
 Jet Airways has also won an award for the quality of its catering.
 According to March 2008 figures, Jet Airways share of India's domestic aviation
market stood at 29.8%, including its low-cost subsidiary Jet Lite's share of 7.1%,
making it the largest airline in India.
 In January 1994, a change in the law enabled Jet Airways to apply for scheduled
airline status, which was granted on 4 January 1995. It began international
operations to Sri Lanka in March 2004.
 The alliance which was made between jet and kingfisher include code-sharing on
both domestic and international flights, joint fuel management to reduce expenses,
common ground handling, joint utilisation of crew and sharing of similar frequent
flier programmes.


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