Jet Airway's Customer Acquisition Strategy

Customer Acquisition strategy According to Kotler and Armstrong (2009), finding the right customers that provide a profitable return can be defined as customer acquisition. It is essential for organization to choose the right customers, which is why, organizations nowadays decide to segment their customers and focus more on customers that they can acquire, satisfy best and bring profitability (Jobber, 2010).

• Hassle Free Booking & Travel

• Low Cost

• On Time

Categorization of customers into two, easily discernable segments:

• Agency/Corporate Clients

• Regular Clients

Jet Airway has positioned itself as a premium airline service provider in India. It offers a full-service all-frills facilities across the board. It is one of the only few

The promise of providing world class services right from pre-flight booking to post-flight experience, including advertisements, in-flight entertainment, aerobridges, etc. helps them to position and find the right customers for its services.

On the other hand, LCCs like SpiceJet and Indigo have identified that there were customers who were willing to fly but found prices to be a deterrent. They sought to bring the power to fly, within the reach of the masses. Along with it, they also offered quality service and operational performance, in essence providing a satisfying flying experience. As a Low Cost Carrier (LCC), they had the business model to serve this part of the market.

Customer Validation:

Customer validation requires development of a repeatable sales process. Even during the spurt of low cost carriers (LCC), premium airlines have remained to be as a provider of frills, ie, a customer-centric service provider. For their loyalty program, they validate their customers through their flying patterns. The Privilege membership cards are only provided to the high flyer mile members only. This helps in segregating and segmenting customers and independent strategy for each segment is

They positioned themselves such that eager travelers traded up from railway AC travel to no frills air travel. Flash sales and price discounts have helped it maintain market share.

Company Building

Company building is a 2-step process. First, requires building or rebuilding company’s organization and management. Existing customers play a key role in determining if a company strategy is in fit with customers and customer expectations. Any misfit, would require either change in strategy or repositioning of the company’s value proposition. Next step, is to revisit the mission of the company. The company’s mission although medium term, could become outdated or not challenging. At that point, the company needs to refocus the ship and sail it on the path of development.

Premium airlines, were launched as a full-service airline. The launch of LCCs, poached into the market share of the company and in order to take on its rivals and maintain profitability, some airlines like Jet launched Jet lite and JetKonnect. With the closing down of Kingfisher owing to unfocussed company strategy, Jet has decided to shut down operations in Jet lite. The purpose of the above is to maintain profitability and perpetuity of the