2. Agenda
2
Introduction and History
New innovations and facets of JetBlue product
Market overview
Implications of needs, wants and demand in Jet Blue practice
Which of Marketing concepts best applied to JetBlue
What value created by JetBlue
Is JetBlue likely to continue as successful in customer relationship
CSR
SWOT
Recommendation
3. Introduction and History
3
1999 : Founder David Neeleman announces plans for his new airline
2000 :JetBlue launches operations with its inaugural flight between JFK and Fort Lauderdale, FL
2000 :JetBlue flies its one millionth customer and reports $100 million in flown revenue for
(December)
2001 : JetBlue flies its two millionth customer (April)
2002 :JetBlue flies its five millionth customer (March)
2002 :JetBlue launches the TrueBlue customer appreciation program
2003 :JetBlue flies its 10 millionth customer (January)
4. Introduction and History
4
Jet Blue Vision
Is to be the best regional air carrier by providing
low-fare, low -cost, enjoyable and safe flight
experiences to our passengers
5. New innovations and facets of JetBlue product
5
Not to serve meals and give snacks instead
Providing personal television (36 TV channels and 100 Radio station)
Free WiFi in terminals and Free sending emails and massages in the air
Leather seats instead of cloths
Add three more inches for legroom to stretch
Did not use old & cheap planes
Use more fuel-efficient and less maintenance cost Airbus
Did not fly too many routes
Choose point-to-point flight
Use secondary airport which did not handle too much traffic
Use electronic ticketing
Paperless cockpit
Customer-oriented approach
Picking the right people
6. Market overview
6
On of the largest markets in the world
Very competitive market with 18 airline carrier companies
Top Market players are :-
Total no. of passengers 2013 is 740,859,387
Total operating revenue 2013 is 200 Billion $
Delta airlines
Pan American Airlines
Southwest airlines
United airlines
7. Average growth rate 0.8 %
Market overview
7
Market dynamics
Million
* According to Bureau of Transportation Statistics
1%
0.8%
0.8%
10. Market overview
10
Market Share
Airline Share
Delta 16.8%
Southwest 16.7%
United 15.2%
Pan American 12.5%
US Airways 8.4%
JetBlue 5.1%
Alaska 4.2%
ExpressJet 2.4%
Others 18.7%
* According to Bureau of Transportation Statistics
11. 11
Market Positioning
High price
Low price
Low Quality High Quality
JetBlue
United
Pan American
Southwest
Delta
Air Tran
Frontier
Market overview
16. Implications of needs, wants and demand in Jet Blue practice
16
Needs
Wants
Demand
The customer need to travel
Fast reliable flight
ICE (improve customer experience)
Time accurate
Confortable seats
Fun and Entertainment
Low cost flights
18. What value created by JetBlue
18
Jet Blue Values
CARING
INTEGRITY
SAFETY
PASSION
FUN
Bring Humanity back to travel
19. Is JetBlue likely to continue as successful in customer relationship
19
1.9 million follower on Twitter
1 million Liker on Facebook
20. Is JetBlue likely to continue as successful in customer relationship
20
21. Is JetBlue likely to continue as successful in customer relationship
21
22. CSR
22
Up for good
In the air and on the ground, we're committed to bettering the lives of our customers, crew
member and communities — and inspiring others to do the same.
Our focus
Youth & Education
Community
Environment
Our giving
The JetBlue Foundation
Swing For Good
Environment & Social Reporting