Debate the consolidation trend in the Indian airline industry
Assignment Solutions, Case study Answer sheets Project Report and Thesis contact aravind.banakar@gmail.com www.mbacasestudyanswers.com ARAVIND – 09901366442 – 09902787224 Marketing Management Case Studies CASE STUDY (20 Marks) The fiercely competitive Indian airline industry witnessed as many as three giant merger and acquisitions Jet Airways Air Sahara, Indian Airlines Air India, and Kingfisher AirlinesAir Deccan in 2007. Of them, the KingfisherAir Deccan deal was a strategic alliance with a difference. The two airlines decided to operate as distinct legal entities with separate brand identities. Air Deccan had a substantial brand equity among the consumers and had became synonymous with low cost travel in India. However, Vijay Mallya, Chairman of Kingfisher Airlines, decided to adopt a rebranding exercise for it. The exercise involved renaming Air Deccan as ‘Simplify Deccan’ with a tagline ‘The Choice is Simple’, replacing the previous famous tag li...