After the five-day strike by pilots that ended this week, Jet Airways has pulled up its socks for better brand building. The company’s management is brainstorming with its commercial and revenue departments to chart out new advertising and marketing strategies.
“Jet as a brand has been there for 16 years. The strike was a temporary thing for us. As far as brand-building is concerned, we’ll certainly look at new marketing initiatives and advertising more aggressively,” Ragini Chopra, the Jet Airways spokesperson, said. As part of this exercise to win back customer loyalty and revamp the brand, Jet Airways announced a 50 per cent discount in fares for five days from last Monday. The company has also put out an offer to upgrade its platinum cardholders.
According to ad gurus, last week’s crisis will not have a major impact on Jet brand and, therefore, it (Jet) need not make extra efforts to refurbish its image as a reliable service provider.
“A brand like Jet, which is liked by people, will be understood and forgiven, as they would understand that a brand can have problems, too,” Piyush Pandey, executive chairman and creative director, Ogilvy & Mather India and south Asia, said.
McCann World group – which handles Jet’s creative account through its special arm ‘Altitude’ says Jet need not be overcautious about its brand as the strike was temporary. “Every company has ups and down. Jet has earned its stature not through public relations but on the basis of its performance,” Prasoon Joshi, executive chairman, regional creative director, Asia Pacific, McCann Erickson, said.
Jet suffered a loss of over Rs 200 crore due to the pilots’ stir since last Tuesday. The carrier also witnessed a fall of about 6 per cent in its market share in August at 18.7 per cent.
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