1. CASE STUDY “The rebranding of exercise of Air Deccan” Presented By : Ghanshyam Gupta ghanshyamgupta7@gmail.com

2. OVERVIEW LCC - position itself as a common man's airline by bringing it itself closer to the target audience Merger with Vijay Mallya’s (United Breweries) full service airline Kingfisher In 2007 Air Deccan changed to Simplify Deccan Mallya spent a lot on repositioning the brand with lots of changes.

4. To refresh consumers

5. To enter new market trend and consumer direction

6. To attain competitive differentiation

11. Association with glamour, vibrancy and lifestyle and giving a premium look.

12. Modified business model from a low cost to value based airline“To me a brand is not a commodity,Itsa personality” “The idea is to make Air Deccan a little more sexy. The perception too needs to be changed”

15. Cost synergy

16. Integration hurdles

17. Organizational retro fits and cultural issues