1. JetBlue Research
Report
Lauren Harper

2. Company Background
• Started in 1999
• April 11, 2002 – Initial
Public Offering
• Positioning – Reasonably
priced flights, placing
their highest importance
on consumer
wants/needs
• First company to offer
live satellite TV on all
flights

3. Competition

4. Market Share
16%
16%
13%
5%
50%
United Airlines
Delta
American Airlines
JetBlue
Other

5. IndustryTrend
Extra Airline fees

6. JetBlue’s Reaction…
Gain in
market
share
Low Fares
Customer-
centric
culture
Little to
no extra
fees
Free Wi-Fi

7. Airline Fees
1st Checked Bag Meals Seat Assignment
JetBlue Free
Snack: free
Meal: $4.99
- Free
- Even More
Legroom: $10-50
American Airlines $25
Snack: $2-5
Meal: $3-10
$4 per flight
Delta
$25
Snack: $3-7
Meal: $5-10
Varies on seat/
flight
United Airlines $25
Snack: $3-9
Fresh Food: $3-10
Only available for
Economy Plus

8. Customer Bill of Rights
• 1-2 hr. delay= $25 off
• 2-4 hr. delay= $50 off
• 6+ hr. delay = free
round-trip flight

9. Conde Nast Traveler Award
Top 10 Airlines: 2013, 2012, 2009, 2006, 2005, 2004, 2003, 2002

10. “WhenwestartedJetBlue,wesetoutto bring
humanitybackto airtravel andtomakeflying more
enjoyable.”
-DavidNeeleman
Thank you.
Questions?