Marketing Mix of Jet Airways and 7Ps (Updated 2024)

The Marketing mix of Jet Airways analyses the 7Ps of Jet Airways, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Jet Airways. Jet Airways is associated with the airline industry and is of Indian origins. It has been ranked in the second position as the largest airline in India. Jet Airways was founded in 1992 and started its operations on 1993 May 5. It faces competition from several airlines and companies like

• Air India
• Kingfisher
• IndiGo

About Jet Airways

• Type: Airline
• Industry: Aviation
• Founded: April 1, 1992
• Founder: Naresh Goyal
• Headquarters: Mumbai, India
• Area served: India
• Key people: Jalan Kalrock Consortium (Chairman) and Sanjiv Kapoor (CEO)
• Number of employees: 16,015

Jet Airways Product Strategy

Jet Airways started as an air taxi operator, and in 1995, it started conducting full-fledged operations. International flights were added to its roster in 2004, and in 2007, it acquired another company, Air Sahara.

The product mix of Jet Airways in 2024 is as follows (Source).

1. Flight Services: This is the core offering of Jet Airways, comprising domestic and international flights. They operate flights to various destinations around the world.
2. Cabin Classes: Jet Airways offers different cabin classes to cater to diverse customer preferences and budgets. This includes Economy Class, Business Class, and possibly a First Class in some of their flights.
3. In-Flight Entertainment and Connectivity: To enhance passenger experience, Jet Airways provides in-flight entertainment options such as movies, music, and games. Some aircraft may also offer Wi-Fi connectivity.
4. Food and Beverage Services: Passengers are offered meals and beverages depending on the flight duration and class. The menu often varies, including options for special dietary needs.
5. Frequent Flyer Program: Like many airlines, Jet Airways has a loyalty program, offering frequent flyers points or miles that can be redeemed for various benefits.
6. Additional Services: These might include extra baggage allowance, priority check-in, lounge access, and other premium services.
7. Partnerships and Alliances: Jet Airways may be part of airline alliances or partnerships, allowing for code-sharing, wider flight networks, and reciprocal benefits for frequent flyers.
8. Cargo Services: They might also offer cargo transportation services besides passenger services.

Jet Airways Pricing Strategy

Pricing is decisive and profitable in the airline industry because of intense competition. Jet Airways has adopted a fair pricing strategy and cost-down strategy.

Here’s an overview of brands, their pricing, availability, distribution and marketing strategy:

1. Competitive Pricing: Jet Airways strategically positioned its pricing to be competitive with other major airlines. They regularly monitored market rates to ensure their fares remained attractive to business and leisure travelers, balancing affordability and profitability.
2. Dynamic Pricing Model: The airline employed a dynamic pricing model, where ticket prices varied based on demand, seasonality, booking time, and route popularity.
3. Segmented Pricing Strategies: Recognizing the diverse needs of their customers, Jet Airways segmented their pricing.
4. Loyalty Program and Incentives: The airline’s frequent flyer program, aimed at building customer loyalty, offered tiered pricing benefits, including discounts, upgrades, and other perks. This encouraged repeat business and allowed the airline to gather valuable customer data for targeted marketing and personalized offers.
5. Ancillary Revenue Generation: Jet Airways also focused on ancillary revenue streams, such as baggage fees, seat selection charges, in-flight meals, and other additional services.

Jet Airways Place Strategy

Jet Airways operates its flights both on the domestic front and in the international arena from its central hub located at Chhatrapati Shivaji International Airport in Mumbai and its secondary hubs situated at Kolkata, New Delhi, Chennai, Bangalore, Abu Dhabi, and Amsterdam. Its operations include three hundred daily flights to nearly forty-eight domestic ones and twenty global destinations to seventeen North America, Europe, and Asia countries. In 2004, Jet Airways commenced operations with its first international flight to Colombo, and its first long-haul flight was to London in 2005.

1. Extensive Route Network: Jet Airways strategically operated flights connecting key domestic cities in India and major international destinations, facilitating easy access for business and leisure travelers.
2. Hub and Spoke Model: The airline employed a hub-and-spoke model, with primary hubs in major cities like Mumbai and Delhi, to efficiently manage and route air traffic and provide passengers with more connectivity options.
3. Airport Selection and Utilization: Jet Airways chose airports offering significant passenger traffic and connectivity, including major international and strategically important regional airports.
4. Code-Sharing and Alliances: Jet Airways expanded its reach without additional routes through code-sharing agreements and partnerships with other airlines, offering passengers seamless travel options to destinations beyond its direct network.
5. Focus on Emerging Markets: The airline also targeted emerging markets and rapidly developing regions within India and internationally to capitalize on growing travel demand and establish a strong presence.

Jet Airways Promotion Strategy

Jet Airways has adopted quite a few promotional plans for its airlines. It has launched several ad campaigns shown via television, newspapers, the internet, and magazines. It also relies heavily on word-of-mouth publicity and sales through air travel and agents. Jet Airways has realized the potential of star marketing and has roped Indian film actor Shahrukh Khan as its brand ambassador. He is seen in various ad campaigns, thus creating positive hype and brand visibility for Jet Airways marketing the company.

Jet Airways’ promotion and branding, and marketing strategy encompassed targeted advertising campaigns leveraging digital and traditional media, special offers and discounts to attract a broad range of customers, other promotions, and a strong emphasis on customer loyalty programs to encourage repeat business and word-of-mouth referrals. This multifaceted approach aimed to maintain and enhance brand visibility, attract diverse customer segments, and foster long-term customer relationships.

Jet Airways offers its regular customers a Citibank Visa Card that collects points after every flight, and each point can be redeemed later. The company has been the recipient of many industry awards and recognition. It received the Most Respected Company in the Industry in 2004, Best Domestic Airline in the Industry in 2005, Best Airline Award in 2007, Program of the Year in 2008, and Best Cargo Airline in 2016.

Some Recent Video ads and Print ads of Jet Airways are:

Jet Airways: Latest News, Videos and Photos of Jet Airways | Times of India (indiatimes.com)

Jet Airways | Latest & Breaking News on Jet Airways | Photos, Videos, Breaking Stories, and Articles on Jet Airways (moneycontrol.com)

Jet Airways People Strategy

The “People” aspect of the service marketing mix focuses on the staff, employees, and everyone involved in providing, distributing, and consuming a service. In the context of Jet Airways, understanding the role of “People” is crucial as they significantly influence customer perceptions and the overall service quality. Here are several key points regarding the “People” component of Jet Airways’ service and marketing strategy and the marketing mix below:

1. Customer Service Staff: Jet Airways’ customer service staff plays a pivotal role in providing a high-quality experience to passengers. Their responsibilities include assisting with bookings, addressing queries, handling check-ins, and solving any problems that may arise during travel. These staff members’ efficiency, friendliness, and professionalism directly impact customer satisfaction.
2. Cabin Crew: The cabin crew is crucial to the passenger onboard experience. Their duties encompass ensuring passenger safety and comfort and providing food and beverage services. The cabin crew’s attentiveness, demeanor, and service quality contribute significantly to the airline’s reputation and customer loyalty.
3. Pilots and Flight Operations Staff: Pilots and flight operations staff are essential for the safe and efficient operation of flights. Their expertise and professionalism are critical to maintaining the airline’s safety record and operational reliability, influencing passengers’ trust and confidence in Jet Airways.
4. Ground Staff: Ground staff, including baggage handlers, check-in personnel, and gate agents, ensure smooth operations on the ground. Their effectiveness in managing logistics, addressing customer needs, and facilitating a seamless transition from check-in to boarding influences the overall travel experience.
5. Training and Development: Jet Airways invests in continuous training and development programs for its staff to enhance their skills, service delivery, and adaptability to new technologies or service standards. This commitment to employee development ensures that passengers receive high-quality service consistent with the airline’s brand promise.
6. Employee Engagement and Satisfaction: Recognizing the direct correlation between employee satisfaction and customer service, Jet Airways focuses on maintaining a positive work environment, offering competitive benefits, and fostering a culture of respect and teamwork among its employees.
7. Uniforms and Presentation: The attire of Jet Airways’ staff is designed to reflect professionalism and the airline’s brand identity. Uniforms for cabin crew, pilots, and ground staff are functional and aim to create a positive first impression on passengers.
8. Communication Skills: Effective communication is paramount in the aviation industry. Jet Airways ensures that its staff, especially those in customer-facing roles, possess excellent communication skills to convey information, manage expectations, and address passengers’ concerns.
9. Cultural Sensitivity: With a diverse customer base, Jet Airways trains its employees in cultural sensitivity to respect and accommodate the varied needs and preferences of passengers from different backgrounds.

Jet Airways Process Strategy

The “Process” element of Jet Airways’ marketing mix or the service marketing mix refers to the actual procedures, mechanisms, and flow of activities consumed by services. This encompasses everything from the initial service design to the delivery and post-delivery processes. For Jet Airways, understanding the “Process” aspect of the Jet Airways marketing mix is essential to comprehend how the airline ensures efficiency, customer satisfaction, and service quality. Here are several key points regarding the “Process” component of Jet Airways’ service marketing mix:

1. Online Booking and Check-in: Jet Airways offers a streamlined online booking system that allows customers to easily search for flights, compare prices, and book tickets. Additionally, the airline provides an online check-in facility, enabling passengers to check in for their flights from the comfort of their homes or offices, thus saving time and improving the travel experience.
2. Customer Service Channels: The airline has established multiple customer service channels, including call centers, email support, and social media platforms, allowing passengers to reach out for assistance, make special requests, or provide feedback about their travel experience.
3. Baggage Handling: Jet Airways has implemented efficient baggage handling processes to ensure that luggage is safely transported and delivered to passengers on time. This includes streamlined systems for check-in, loading, unloading, and handling baggage claims in case of delays or losses.
4. Flight Operations: The airline’s flight operations process includes meticulous planning and execution, covering route planning, scheduling, maintenance, and ensuring compliance with aviation regulations. This is critical for maintaining punctuality, safety, and reliability.
5. Onboard Services: Delivering onboard services enhances passenger comfort and satisfaction. This includes meal service, in-flight entertainment, and assistance from the cabin crew throughout the flight.
6. Safety and Security Procedures: Jet Airways follows strict safety and security procedures to ensure the well-being of passengers and crew. This includes security checks, safety briefings, and emergency preparedness drills.
7. Feedback and Service Recovery: The airline has a process for collecting customer feedback through various channels, including post-flight surveys. This feedback is used to improve service quality continuously. Additionally, a service recovery process is in place to address any issues that passengers experience, aiming to resolve complaints efficiently and satisfactorily.
8. Loyalty Programs: Jet Airways operates a loyalty program that rewards frequent flyers with points based on the distance flown, class of service, and other factors. The process of earning and redeeming points is made simple and user-friendly for members, enhancing customer loyalty and repeat business.
9. Training and Development: The continuous training and development of staff are integral to ensure that all employees are equipped with the latest knowledge and skills to deliver exceptional service.
10. Technology Integration: The airline incorporates advanced technology in its processes, from flight operations and customer service to baggage handling and boarding, to enhance efficiency and improve the customer experience.

Jet Airways Physical Evidence Strategy

The “Physical Evidence” element of the service marketing mix refers to the environment in which the service is delivered, where the firm and customer interact, and any tangible components that facilitate the performance or communication of the service. In Jet Airways’ marketing mix context, physical evidence plays a crucial role in shaping the customer’s perception and experience of the airline industry’s product features and service quality. Here are several key points regarding the “Physical Evidence” component of Jet Airways’ service marketing mix:

1. Aircraft Fleet: The aircraft fleet’s appearance, design, and condition directly reflect the airline’s brand and standards. This includes the exterior livery design, which showcases the airline’s logo and colors, as well as the interior cabin layout, cleanliness, and comfort of seats.
2. Branding Materials: Using consistent branding across various materials, including ticketing, boarding passes, and promotional items, reinforces the airline’s identity and aids in creating a memorable experience for passengers.
3. Airport Facilities: The design and functionality of Jet Airways’ check-in counters, lounges, and boarding gates at airports contribute to the overall service experience. Well-designed spaces, comfortable seating, and exclusive lounge facilities for premium passengers enhance convenience and comfort.
4. In-Flight Amenities: Tangible elements such as in-flight magazines, meals and beverages, personal entertainment systems, and amenity kits for long-haul flights are critical physical evidence. They provide comfort, entertainment, and physical proof of the airline’s quality and attention to detail.
5. Uniforms of Staff: The uniforms worn by pilots, cabin crew, and ground staff are practical and convey the airline’s image and ethos. Stylish and professional attire contributes to the perception of quality and trustworthiness.
6. Website and Mobile App: The design, usability, and functionality of the airline’s website and mobile app are crucial forms of physical evidence in the digital age. They serve as the initial contact point for many customers and play a significant role in booking and customer service.
7. Cleanliness and Hygiene: The cleanliness of aircraft interiors and airline facilities, especially in light of health and safety concerns, is a critical indicator of the airline’s standards for comfort and hygiene.
8. Signage and Wayfinding: Clear and branded signage at airports, including directions to check-in counters, gates, and lounges, helps create a seamless and stress-free experience for passengers.
9. Onboard Experience: The overall onboard experience, including the quality of seat materials, cleanliness of lavatories, and ambient lighting and temperature, contribute to the physical evidence that passengers use to judge the airline.
10. Customer Testimonials and Reviews: While not a direct form of physical evidence created by the airline, positive testimonials and reviews from satisfied customers are potent indicators of service quality and can influence potential customers’ perceptions.

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