MKT203 Services Marketing

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29-06-2022

Course Code: MKT203
University: Kaplan Business School

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Country: Australia

Answers:

Description of Jet Airways

1. It was started by Naresh Goyal as the Air Taxi operator in 1992

2. They started Indian commercial airline operations on 5th May 1993 with a fleet of 4 leased Boeing 737-300 aircraft (Andaleeb, 2016).

3. The initial investment of the company was ten million dollars

4. Eighty percent of the company stake was controlled by Naresh Goyal (Andaleeb, 2016).

5. Its operates over three hundred flights daily to more than 74 destination globally.

6. Its main headquarters is in Mumbai, India.

Target Market

1. Geographically, Jet Airways usually have direct marketing as well as sales effort within the 21 international destinations in seventeen countries across Asia, North America and Europe (Andaleeb, 2016).

2. They focus on the lifestyle of their targeted clients.

3. They usually provides vacations, to those who want a break, as well as a good mileage program to encourage the client to repeat flying (Andaleeb, 2016).

Service positioning of Jet Airways

1. The company has been ranked 9th largest in the aviation market in the world

2. The company operates to more have 370 flights every day to more than 68 destinations both in India and international.

3. The organization has positioning themselves to more than 21 international destinations to over 17 countries across the Asia and the North America

4. Some of the international destinations include cities such as New York, Abu Dhabi, Colombo, Hong Kong, Singapore and London.

5. They have differentiated on their product by offering to both the high end clients and the middle income earners.

Jet Airways Service of Marketing Mix

Product

1. The company provides airline services which is travel

2. To achieve this objective they offer branding, convenience and quality level

3. Branding

4. High level of experience to the clients

5. They provide positive experience which in turn create word of mouth among the various segments

6. Convenience

7. They provide quality of comfort as well as pleasant atmosphere to clients

8. Quality level

9. They have earned distinction of getting IATA operational safety Audit registration.

Place

1. This is the place of service and to achieve this objective they have done the following:

2. Direct sales: the ticketing counters are available at every airport

3. Online: there is online booking, presence of a web check to select the best seat and the e-Boarding pass sent to customer for convenience.

4. Storage: there is presence of hangar available to hold the aircraft

Promotion

1. They have companion free offers, presence of concessional fares

2. There is corporate deal offers

3. Festival specials

4. To achieve these they have the following:

5. There is presence of advertising and branding

6. Hoardings and the advertisements

7. Brand Ambassadors- Mr. Shah Rukh Khan

8. Sponsorships and even organization

Price

They have discounted fare for the senior citizens and the defense personnel

1. To achieve this objective they have differentiated on their products by introducing four slabs.

2. They are is one way fares, based on the kind of travel, and fares

People

1. There are various level of employees who work for the company

2. To be able to maintain these individuals the company offers the following:

3. Customers: There is privileges especially to the customers on cancellation fee waivers, priority baggage tagging

4. Employees: there is communicating culture and values.

5. Training of the workers

Physical Evidence

1. There is in-flight entertainment facilities

2. Jet Airways offers facility design through providing various ambience and environment per every class (Lovelock, 2011).

3. Jet mall- there is in flight shopping

4. Equipment: provides stylish crockery that is designed by the foreign designer

Process

1. They intend to be the most preferred domestic airline by providing high quality of the service as well as reliable (Lovelock, 2011).

2. They have possession processing where they offer cargo and luggage facilities

Brief of Agency

1. This service marketing plan intends to highlights shortcoming of Jet Airways Company

2. The company has dominated on the market share over the years making over 300 flights daily to more than 74 destinations (Lovelock, 2011).

3. There are few areas that needs to be improved, especially on their branding, advertising and adaptation of the new technology

4. This plan will provide insight on the current state of the organization and provide how to improve on services.

Service Marketing Plan

1. The company intend to concentrate on the gaps created

2. Improvise on their strategies of branding

3. They are looking into newer geographical regions (Lovelock, 2011).

4. Improvement of the technology in order to be able to overcome unfavorable weather conditions (Zeithaml, Bitner and Gremler, 2006).

Self-Reflection

1. I have learnt various concepts in this subject on service marketing.

2. From the perspective of the Jet Airways company I have learn the marketing strategies they use.

3. They have employed 7 Ps and how they have achieved on each.

4. This analysis has provided with opportunity to acquire skills in formulating marketing plan.

References

Andaleeb, S.S., 2016. Services Marketing. In Strategic Marketing Management in Asia: Case Studies and Lessons across Industries (pp. 351-382). Emerald Group Publishing Limited.

Lovelock, C., 2011. Services Marketing, 7/e. Pearson Education India.

Zeithaml, V.A., Bitner, M.J. and Gremler, D.D., 2006. Services marketing: Integrating customer focus across the firm.