Jet Lite - Positioning by finding an 'unowned' position

Jet Airways has rechristened 'Sahara Airlines' as a new brand, 'Jet Lite'. The airline will be positioned as a value carrier, which is "not fully low-cost but positioning fares lower than full service airlines", Jet Airways chairman Naresh Goyal said.

The attempt is to fill an unowned position between Low fare airlines and Full Service 'premium' fare ones. The target segment obviously are those who are hassled by services provided by 'low fare' airlines and so do not want to fly them, but are also not willing to pay 'premium' fares as charged by elite carriers.

This is classic positioning based on filling an 'unowned' position. Will it work? I am willing to bet on it as long as they get their act right.


Popular Posts