A presentation outlining digital strategy for airline.

1. Abhishek Gaurav
Jet Airways | Digital Strategy
2013
- Abhishek Gaurav

2. Abhishek Gaurav
Agenda
 Overview
 Objective
 Approach
 Digital Strategy
 Conclusion

3. Abhishek Gaurav
Agenda
 Overview
 Objective
 Approach
 Digital Strategy
 Conclusion

4. Abhishek Gaurav
2013 : India is 3rd largest internet user base in the world
Close to 150 million people entangled in the digital web

5. Abhishek Gaurav
The Internet Evolution
Evolution of internet :
Link+Research+Browse+Read+Book+Search+Email+Buy+Write+Tag+Share+Watch+
Socialise+Map+Aggregate+Locate+Stream
There is an addition of roughly one key behavior per year to internet capability

6. Abhishek Gaurav
Evolution Of Mode For Accessing Internet
Single Touch Point (1995)
Multiple Touch Points (2012)
Invent of smart phones and tablets have fuelled the growth of internet and has
given marketers an opportunity to reach and engage the users effectively

7. Abhishek Gaurav
Internet: A boost to the Travel Industry

8. Abhishek Gaurav
Reasons For The Phenomenal Growth
Macro:Buoyant Economy
Rising Incomes
Growth in Aviation Industry
Increase in online travel portals
Better air connectivity
Micro :Transparency, Better deals,
Convenience and Choice.
18+million credit card users
and 27+million debit card
users
Cheaper and Easier access
to Internet and Mobile
connections
150 million internet users, 75%
below 35 years
Internet is conducive to pre-purchase decision making for travelers
Source : Comscore, IAMAI

9. Abhishek Gaurav
Agenda
 Overview
 Objective
 Approach
 Digital Strategy
 Conclusion

10. Abhishek Gaurav
Jet Airways, a leading airlines brand in India
An objective to build awareness & customer acquisition through digital
media.

11. Abhishek Gaurav
Agenda
 Overview
 Objective
 Approach
 Digital Strategy
 Conclusion

12. Abhishek Gaurav
Approach
Category
Target Group
Brand

13. Abhishek Gaurav
Approach
Category
Target Group
Brand

14. Abhishek Gaurav
About Jet Airways
 Founded on April 1, 1992. It is a full service airline
 With its first flight in 1993, Jet Airways has come a long way to
becoming the fastest growing airlines in the world
 It connects 20 international destinations and operates flights
to and from 50 destinations in India
 Its subsidiary JetKonnect is positioned as a value based airline,
and flies to 54 domestic destinations
 Jet Airways and JetKonnect combined caters to all the need
of Indian air travellers

15. Abhishek Gaurav
Approach
Category
Target Group
Brand

16. Abhishek Gaurav
TG
 Age
: 18 – 60 years
 Gender
: Male, Female
 SEC
: For Internet, targeting the intent
 Geography* : India, US, UK, UAE, SE Asia, SL
*Based on the international destinations connected by Jet Airways

17. Abhishek Gaurav
TG : Reach
India is among the top 5 countries in % reach growth to airlines category (as of Feb
2011)
Source : Comscore

18. Abhishek Gaurav
TG : Transacting Users
 Total number of users transacting online in India is 15 million (approx) and is
expected to increase to 38 million by 2015
 Online travel industry contributes 76 % to the total ecommerce industry in India
 In online travel portfolio contribution of domestic air travel is approximately 60%
and international air travel of about 6%
Source : Avendua

19. Abhishek Gaurav
TG : Top Online Travel Activities
Source : http://infographicsmania.com/online-travel-statistics-2012/
CopperBridge media

20. Abhishek Gaurav
TG Summary
 Airline category is witnessing high growth in terms of online reach in
India
 Online air travel will have close to 17 million transacting users by 2015
 62% users research online for an upcoming trip
 With increasing penetration of smart phones and 3G there will be a
higher influence of social media, videos and mobile on the TG

21. Abhishek Gaurav
Approach
Category
Target Group
Brand

22. Abhishek Gaurav
Category : YOY Growth
 There has been a year-over-year growth of 35% for air travel booking online
Source : IAMAI

23. Abhishek Gaurav
Category : Market Share (April 2013)
Airline
Market Share (%)
Indigo
29.8
Jet Airways (India)
22.6
SpiceJet
19.6
Air India (Dom)
19.2
GoAir
8.9
 Jet Airways with its subsidiary is placed second in terms of market share
 It has witnessed a decline in market share over the last 1 year due to stiff
competition from LCC
Source : DGCA

24. Abhishek Gaurav
Category : Online Search Trends
 Higher search volumes from south India
 Search for online tickets is higher during holiday season : June and Dec

25. Abhishek Gaurav
How are different brands addressing the online
tickets related searches by Indians ?

26. Abhishek Gaurav
Immense competition on non-brand keyword

27. Abhishek Gaurav
OTAs dominate non-brand keywords search negating the presence of airlines

28. Abhishek Gaurav
Category : Summary
 The category is witnessing healthy YOY growth
 LCC are steadily grabbing majority market share
 The category growth is driven by seasonal demands
 Brand faces a very high competition from OTAs in online search

29. Abhishek Gaurav
Agenda
 Overview
 Objective
 Approach
 Digital Strategy
 Conclusion

30. Abhishek Gaurav
Digital Strategy
Technology
Earned
Paid
Owned

31. Abhishek Gaurav
Digital Strategy
Technology
Earned
Paid
Owned

32. Abhishek Gaurav
Owned Media




This gives a full brand experience and acts as a source of information for users
Build for long term relationships with existing and potential customers
Reach niche audiences not reached through media activations
Marketer has full control of this and thus needs to have strong call to action

33. Abhishek Gaurav
Owned Media : Action point for Jet Airways |
Engage with users & provide pathway to action
This needs to be done through :
1. Website :
a. Introduction of video to show human side of the brand and values
b. Establish testimonials
2. Blog : Create an official blog and encourage owners, employees and
customers to share their experiences
3. Facebook : Create engaging gaming application on the page for
engagement and lead generation (ex: Fly yourself to preferred destination)
4. Mobile : Integrated application for flight booking and sharing on social
media

34. Abhishek Gaurav
Digital Strategy
Technology
Earned
Paid
Owned

35. Abhishek Gaurav
Paid Media
 Use this to introduce, announce, spark interest and entice users to transact
 Marketers have control of message
 Acts as a catalyst that feeds owned media and can stimulate earned media

36. Abhishek Gaurav
Paid Media : Action point for Jet Airways |
Target intent and drive action
This needs to be done through :
1. Search :
a. Plan as per user buying cycle : Awareness, Interest, Desire & Action
b. Targeted campaign across devices
c. Use PPC affiliates to increase chances of conversion
2. Video Ads : Create enticing video ad with call to action
3. Affiliate marketing : ROI driven campaigns with CPA pricing;
4. Display ads :
a. Target major horizontals and related verticals like news, finance, travel,
matrimony, B2B and automobiles
b. Arbitrage deals with portals for higher ROI
5. Social media ads : Use humor and helpful information to give users
something to share

37. Abhishek Gaurav
Digital Strategy
Technology
Earned
Paid
Owned

38. Abhishek Gaurav
Earned Media
 Two-way information flow between company, customers and between various
media. Talk , listen and respond is the key
 This channel compounds attention and has exponential access to people
 Customers have control of message media and can stimulate earned media
 Most credible and is increasingly having key role in sales

39. Abhishek Gaurav
Earned Media : Action point for Jet Airways |
Allow consumer to play participatory role
This needs to be done through :
1. CRM : Integrate social media with CRM to understand and engae with the
customers better
2. Integrate digital across functions : Bind digital marketing team with
traditional marketing and customer care teams to respond better
3. Editorials on online websites of condenast, vogue, forbes etc
4. Invite travel bloggers to interact with the management team and
understand the brand philosophy

40. Abhishek Gaurav
Digital Strategy
Technology
Earned
Paid
Owned

41. Abhishek Gaurav
Technology
 Technology plays an important role in helping the organization meet business
objectives
 This plays an integral role in the entire AIDA (Attention, Interest, Desire Action)
cycle
 Helps monitor, engage , widen reach and meet ROI expectations

42. Abhishek Gaurav
Technology : Action point for Jet Airways |
Empower users and deliver ROI
This needs to be done through :
1. Mobile
a. Update friends with text message for all the friends travelling on Jet flights at the
same time
b. Give users the choice of knowing their fellow travelers through application while
booking their seats
2. Optimizing search, display and social media campaigns through
technology platforms like Marine, Efficient frontier etc
3. Integrate with CRM tools like salesforce for better customer understanding
and engagement
4. Use of APIs and widgets like inbound calling widget –Boundz for better
customer experience and higher conversion

43. Technology
High
Summary
Earned
Reach
Paid
Low
Owned
High
Control
Low
Awareness & Customer Acquisition
Abhishek Gaurav

44. Abhishek Gaurav
Agenda
 Overview
 Objective
 Approach
 Digital Strategy
 Conclusion

45. Abhishek Gaurav
Consumers
Conclusion : Multiple Routes to Your Consumer




WEBSITE
Develop content that is relevant and cost effective
Theme based advertising targeted to consumer intent
Integrate online and offline mediums
Reach out to larger audience base, engage them and eventually graduate them
as brand advocates and propagators

46. Abhishek Gaurav
Thank You