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Air India Sbi Card Case Study

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CO-BRANDING AND STRATEGIC ALLIANCE CASE STUDY
SBI CARD AND AIR INDIA CO-BRANDING ALLIANCE

SBI CARD AND AIR INDIA CASE STUDY
INTRODUCTION
Air India and SBI Card Join Hands to Launch a New Co-Branded Credit Card
Enhancing world class travel experiences to Indian customers through a unique collaboration
In mid-September, 2013, Air India and SBI Card announced plans of launching a distinct travel credit card for Indian customers. The new card was intended to provide best-in-class travel experience for leisure travelers. It rewarded customers spending greater than Rs 5 lakh a year to earn up to 3 Delhi-Mumbai return tickets on Air India.
COMPNAY BACKGROUND: AIR INDIA
Air India is a flagship airline run by the Indian government and occupies …show more content…

1)Base; 2) The Silver Edge Club; 3) The Golden Edge Club and 4) The Maharaja Club
 The Maharaja Club(TMC):
The Maharajah Club is the highest Tier in the Flying Returns Program. Membership of this club is on the basis of earning 75,000 miles in a span of twelve months. Members may also be invited to join the club on the basis of their status. Membership of the club entitles members to enhanced privileges which are:
30% bonus mileage points, additional baggage allowance, priority check-in, priority confirmation from the waitlist and lounge access at select airports.
 Golden Edge Club (GEC):
The Golden Edge Club is the second highest Tier in the Flying Returns Program. Membership of this club is on the basis of earning 50,000 miles in a span of twelve months. Members may also be invited to join the club on the basis of their status. Membership of the club entitles members to enhanced privileges which …show more content…

Some brands fit together as easily as ice-cream and hot fudge, for example Betty Crocker and Hershey’s to Lay’s and KC Masterpiece. When brands are in unison they make a powerful argument when it comes to consumer purchasing decisions or accessing a new market through partners established loyal base. Co-branding can be an effective strategy to survive down times and even grow. It can create new revenue streams, increase momentum and raise brand awareness as well as reduce costs. Co-branding, though, is not a one-stop solution for everyone and should be used judiciously so as not to dilute positive brand

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