This is a case solution to prepare a marketing plan for eduJetter, a student program of Jet Airways

1. eduJetter Case Solution
By
Mehvish Alam Quadri

2. • eduJetter is a program designed keeping the travel needs of students in mind
along with a host of benefits which makes travel easy and stress free
• This program can be availed by students free of cost
• Similar programs are also maintained by other airline companies like Air
India, British Airways, Virgin Atlantic & Qatar Airways
• These programs are similar as well as different each having a unique image
according to the Airline company
• A competitive benchmarking of the respective programs is performed in the
following slide which is followed by a perceptual map of the same
• Further slides suggest promotional strategies, modifications to the program
and a new positioning proposal
About the Case

3. Airlines
Additional
Baggage
Allowance
No. of
Regions
One-way/
Return
Seat type Ease of use Cancellation
Charges
Rescheduli
ng charges
Extra Services
Jet Airways
(eduJetter)
1 piece
(max. 23 kgs)
6 Return Economy Difficult (Scan and
send ticket and
wait for 72 hrs)
Regular
Charges
Regular
Charges
Cox & Kings,
Uniconnect, Jet
Privilege,Jet
Escapes
Air India
(Maharaja
Scholars)
1 piece
(max. 23 kgs)
8 Return Business +
Economy
Difficult (Book at
AI Office)
Full refund Regular
Charges
NA
British
Airways
1 piece
(max. 23 kgs)
4 One-way Business +
Economy
Easy (Displayof
student Visa)
Full refund Regular
Charges
Partnerships
with Buyforex,
Jabong, HDFC
Credila, Matrix
Virgin
Atlantic
1 piece
(max. 23 kgs)
plus sports
equipment
2 One-way Economy Easy (Displayof
student Visa)
Regular
Charges
One date
free
NA
Qatar
Airways
1 piece
(max. 23 kgs)
5 One-way Business +
Economy
Easy (Just fill an
online form)
Regular
Charges
Regular
Charges
NA
eduJetter: Competitive Benchmarking

4. eduJetter: Competition position mapping
LOW HIGH
HIGH
EASE OF USE
REGIONALAVAILABILITY
Process of Availing the Service
Numberoflocationsthe
serviceisavailable

5. eduJetter: Promotion ideas
• Tie-up with eminent education loan providers & educational consultancies
• Initiate a foreign scholarship program for deserving students
• Sponsor major Education Fairs
• Use Specialty Advertising like pens, memo pads, bag pins, etc for increasing
visibility of the program
• Create a facebook game in which players can win additional student
discounts
• Promote eduJetter
 in relevant print media like Education Times, Times Ascent, etc
 Using banners in Airports
 On relevant student websites

6. eduJetter: Suggested Modifications
• Increase number of destinations where the facility can be availed
• Use online form for student registration instead of the current e-mailing method
which will decrease the cycle time
• Remit ticket cancellation charges
• Allow more additional baggage facility during major festivals like Diwali
• Partner with an education loan provider and/or an e-commerce firm to meet the
basic needs of a traveler
• Include business class travel in the program

7. eduJetter: New Positioning
• Your first friend in a new world
• Attribute ownership: “Friendship”
The idea is to portray eduJetter as a companion
• Image differentiation: Differentiate eduJetter by not considering it as a
student benefit program but as a service which is meant to cover all the
needs of a student travelling abroad for studies. Jet should thus partner with
relevant firms to satisfy these needs
• Service Improvement: To use image differentiation, it is necessary to
improve the services that accompany the program. The current system of
application is a long and tedious process. In the present fast-paced world, it
is necessary to satisfy customers quickly. Hence, there is a need for change
in this application process
• Communication plan: Emotional Bonding using Branded Content ie Create an
emotional story about a girl going away from her parents for the first time to
study abroad to be posted on YouTube. This story should contain, in a subtle
way, how eduJetter helps her adapt to this new environment

8. Thank You