Relationship Marketing by Jet airways - Jet Privilege - other areas where Relationship marketing has been emplyed

1. BY
AKHILESH
ARUN GANESH
KUMAR RAJAN
SRAVANTHI

2. • Jet Airways - Indian airline based
in Mumbai
• 2nd largest airline in India (in terms of
market share – 25% and passenger
carried)
• Operates over 3000 flights daily to 74
destinations worldwide
• Naresh Goyal – set up Jet Airways in
January 1994

3. • No of employees – 13,177 (as on 31st
March, 2011)
• Bought Air Sahara for $340 million and
renamed it to JetLite
• Marketed as low cost carrier and full
service airline
• Launched Jet Konnect, low cost brand on
8th May 2009

4. • Agreed to sell 24% stake to Etihad
Airways in 2013
• Introduced 4 different slabs of discount
depending on the distance to destination:
• $37 – upto 750 Km
• $47 – for 750 to 1000 Km
• $55 – for 1000 to 1400 Km
• $63 - for distance beyond 1400 Km

5. • Average sales of 6400 tickets per day (14
tickets per flight) at discounted rates
- according to Economic Times
• Market value dropped down due to the
postponed Etihad deal
• Stock fell by 18% in a period of one week
• August 2014 – announced the
discontinuing of low fare brands Jet
Konnect and Jet Lite

6. • Jet Airways – Main commercial airliner of
India
• Market leader in the mindset of many
frequent flyers
• “Best Domestic Airline” – rating given by
the loyal members of the frequent flyers
club

7. Marketing activities that are aimed
at developing and managing trusting
and long-term relationships with
larger customers.

8. To ensure greater CUSTOMER
SATISFACTION
To ensure greater CUSTOMER
LOYALTY
To ensure greater CUSTOMER
RETENTION

9. Maturing of services marketing
Increased recognition of potential benefits for the firm and
customers
Technological advances
Failure in Relationship marketing leads to Customer Gap

11. Opportunities to cross sell.
Higher retention rates
Spread of positive W-O-M.
Long-term profitability – strategic advantage
HRM benefits
Reduced operating costs.

12. Confidence benefits
• less risk of something going wrong, less anxiety.
• ability to trust provider.
• know what to expect.
• get firm’s best service level
Social benefits
• mutual recognition, known by name.
• friendship, enjoyment of social aspects.
Special treatment benefits
• better prices, discounts, special deals unavailable to others.
• extra services.
• higher priority with waits, faster service.

13. India’s first 5 tiered loyalty programme
TIER
ELITE : SILVER,GOLD
AND PLATINUM
BLUE PLUS
BLUE

14. JP MILES
• It is a term used for the mileage points that guest can
earn when he flies on jet airlines or their partners flight
• These points can later be redeemed for benefits and
goodies based on eligibility.
TIER POINTS
• Similar to JP miles but rewarded based on the number
of flights taken and the type of flight (international or
domestic)

15. BLUE
• Base Tier
BLUE PLUS
• After accumulation of 5 Tier Points or 7,500 Tier JP Miles
in any six month time-frame.
• Blue Plus tier is reviewed only for an upgrade and the tier
will not change to Blue
ELITE : SILVER, GOLD AND PLATINUM
• Silver, Gold and the exclusive Platinum – created
especially for the most frequent flyers

22. A large and strategically important list of programme partners
allows Jet Privilege members special benefits
Jet Airways has strategically partnered with leading names in
• Banking
• Airlines
• Hospitality
• Car Rentals
• Telecommunication Services
• Publishing

23. The Leela Hotels are involved in the Jet Airways Mileage
programme wherein every member gets a certain number of miles
per stay if he meets a certain qualifying rate.
In addition, the guest gets an early check-in at 9 am and a late
check-out at 6 pm, no extra charges for double occupancy and
complimentary use of steam, sauna and jacuzzi in the Health Club.
The guest is also entitled to an upgrade to the next category of
room if available.

25. • In USA, small proportion (only 12% - 15%)
of customers are loyal to a single retailer,
that small proportion generate between
55% - 70% of company sales,

26. Power club
Diva club
Classic ,Silver,
Gold

27. Clubwest Classic and
Clubwest Gold
50% sales from its
over eight lakh
members of ClubWest
loyalty program

28. 4 Tier
It derived 73% of
the sales from its
just over 2 million
members and
generated a total
profit of 7,518
lacs.

29. 3 Tier
Classic
Silver edge
Golden glow
Hypercity is also
experiencing
impressive sales
from its over 11.8
lakh loyalty
members.