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eduJetter Marketing Plan

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Mehvish Alam Quadri
Mehvish Alam Quadri

- eduJetter is a student travel program offered by Jet Airways that allows free baggage allowance and regional availability. - The program is compared to similar programs offered by other airlines like Air India, British Airways, Virgin Atlantic, and Qatar Airways. - A perceptual map is presented that benchmarks the programs based on factors like baggage allowance, regions served, ease of use and extra services offered. - Promotional strategies are suggested for eduJetter like partnerships with education companies and advertising at student events and websites. - Modifications proposed include increasing destinations, streamlining online registration, and adding business class travel. - A new positioning of "Your first friend in a new

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eduJetter Case Solution By Mehvish Alam Quadri
• eduJetter is a program designed keeping the travel needs of students in mind along with a host of benefits which makes travel easy and stress free • This program can be availed by students free of cost • Similar programs are also maintained by other airline companies like Air India, British Airways, Virgin Atlantic & Qatar Airways • These programs are similar as well as different each having a unique image according to the Airline company • A competitive benchmarking of the respective programs is performed in the following slide which is followed by a perceptual map of the same • Further slides suggest promotional strategies, modifications to the program and a new positioning proposal About the Case
Airlines Additional Baggage Allowance No. of Regions One-way/ Return Seat type Ease of use Cancellation Charges Rescheduli ng charges Extra Services Jet Airways (eduJetter) 1 piece (max. 23 kgs) 6 Return Economy Difficult (Scan and send ticket and wait for 72 hrs) Regular Charges Regular Charges Cox & Kings, Uniconnect, Jet Privilege,Jet Escapes Air India (Maharaja Scholars) 1 piece (max. 23 kgs) 8 Return Business + Economy Difficult (Book at AI Office) Full refund Regular Charges NA British Airways 1 piece (max. 23 kgs) 4 One-way Business + Economy Easy (Displayof student Visa) Full refund Regular Charges Partnerships with Buyforex, Jabong, HDFC Credila, Matrix Virgin Atlantic 1 piece (max. 23 kgs) plus sports equipment 2 One-way Economy Easy (Displayof student Visa) Regular Charges One date free NA Qatar Airways 1 piece (max. 23 kgs) 5 One-way Business + Economy Easy (Just fill an online form) Regular Charges Regular Charges NA eduJetter: Competitive Benchmarking
eduJetter: Competition position mapping LOW HIGH HIGH EASE OF USE REGIONALAVAILABILITY Process of Availing the Service Numberoflocationsthe serviceisavailable
eduJetter: Promotion ideas • Tie-up with eminent education loan providers & educational consultancies • Initiate a foreign scholarship program for deserving students • Sponsor major Education Fairs • Use Specialty Advertising like pens, memo pads, bag pins, etc for increasing visibility of the program • Create a facebook game in which players can win additional student discounts • Promote eduJetter  in relevant print media like Education Times, Times Ascent, etc  Using banners in Airports  On relevant student websites
eduJetter: Suggested Modifications • Increase number of destinations where the facility can be availed • Use online form for student registration instead of the current e-mailing method which will decrease the cycle time • Remit ticket cancellation charges • Allow more additional baggage facility during major festivals like Diwali • Partner with an education loan provider and/or an e-commerce firm to meet the basic needs of a traveler • Include business class travel in the program
eduJetter: New Positioning • Your first friend in a new world • Attribute ownership: “Friendship” The idea is to portray eduJetter as a companion • Image differentiation: Differentiate eduJetter by not considering it as a student benefit program but as a service which is meant to cover all the needs of a student travelling abroad for studies. Jet should thus partner with relevant firms to satisfy these needs • Service Improvement: To use image differentiation, it is necessary to improve the services that accompany the program. The current system of application is a long and tedious process. In the present fast-paced world, it is necessary to satisfy customers quickly. Hence, there is a need for change in this application process • Communication plan: Emotional Bonding using Branded Content ie Create an emotional story about a girl going away from her parents for the first time to study abroad to be posted on YouTube. This story should contain, in a subtle way, how eduJetter helps her adapt to this new environment
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eduJetter Marketing Plan

  • 2. • eduJetter is a program designed keeping the travel needs of students in mind along with a host of benefits which makes travel easy and stress free • This program can be availed by students free of cost • Similar programs are also maintained by other airline companies like Air India, British Airways, Virgin Atlantic & Qatar Airways • These programs are similar as well as different each having a unique image according to the Airline company • A competitive benchmarking of the respective programs is performed in the following slide which is followed by a perceptual map of the same • Further slides suggest promotional strategies, modifications to the program and a new positioning proposal About the Case
  • 3. Airlines Additional Baggage Allowance No. of Regions One-way/ Return Seat type Ease of use Cancellation Charges Rescheduli ng charges Extra Services Jet Airways (eduJetter) 1 piece (max. 23 kgs) 6 Return Economy Difficult (Scan and send ticket and wait for 72 hrs) Regular Charges Regular Charges Cox & Kings, Uniconnect, Jet Privilege,Jet Escapes Air India (Maharaja Scholars) 1 piece (max. 23 kgs) 8 Return Business + Economy Difficult (Book at AI Office) Full refund Regular Charges NA British Airways 1 piece (max. 23 kgs) 4 One-way Business + Economy Easy (Displayof student Visa) Full refund Regular Charges Partnerships with Buyforex, Jabong, HDFC Credila, Matrix Virgin Atlantic 1 piece (max. 23 kgs) plus sports equipment 2 One-way Economy Easy (Displayof student Visa) Regular Charges One date free NA Qatar Airways 1 piece (max. 23 kgs) 5 One-way Business + Economy Easy (Just fill an online form) Regular Charges Regular Charges NA eduJetter: Competitive Benchmarking
  • 4. eduJetter: Competition position mapping LOW HIGH HIGH EASE OF USE REGIONALAVAILABILITY Process of Availing the Service Numberoflocationsthe serviceisavailable
  • 5. eduJetter: Promotion ideas • Tie-up with eminent education loan providers & educational consultancies • Initiate a foreign scholarship program for deserving students • Sponsor major Education Fairs • Use Specialty Advertising like pens, memo pads, bag pins, etc for increasing visibility of the program • Create a facebook game in which players can win additional student discounts • Promote eduJetter  in relevant print media like Education Times, Times Ascent, etc  Using banners in Airports  On relevant student websites
  • 6. eduJetter: Suggested Modifications • Increase number of destinations where the facility can be availed • Use online form for student registration instead of the current e-mailing method which will decrease the cycle time • Remit ticket cancellation charges • Allow more additional baggage facility during major festivals like Diwali • Partner with an education loan provider and/or an e-commerce firm to meet the basic needs of a traveler • Include business class travel in the program
  • 7. eduJetter: New Positioning • Your first friend in a new world • Attribute ownership: “Friendship” The idea is to portray eduJetter as a companion • Image differentiation: Differentiate eduJetter by not considering it as a student benefit program but as a service which is meant to cover all the needs of a student travelling abroad for studies. Jet should thus partner with relevant firms to satisfy these needs • Service Improvement: To use image differentiation, it is necessary to improve the services that accompany the program. The current system of application is a long and tedious process. In the present fast-paced world, it is necessary to satisfy customers quickly. Hence, there is a need for change in this application process • Communication plan: Emotional Bonding using Branded Content ie Create an emotional story about a girl going away from her parents for the first time to study abroad to be posted on YouTube. This story should contain, in a subtle way, how eduJetter helps her adapt to this new environment