Can Jet Airways survive the recession (and what does the Kingfisher alliance mean)?


Departing on a test flight

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Jet Airways is relying heavily on ethnic marketing in the US to get in touch with its key target market of Non-Resident Indians (NRIs), and tapping on distribution networks like grocery stores to allow access to tickets! In this part 2 of the exclusive interview with Lisa Markovic, the Vice President of Sales and Marketing for Jet Airways in the US, shares with us ways in which Jet Airways is trying to trump the current economic crisis.

Flying through the current economy

Jet Airways has been targeting niche events such as Diwali celebrations and India Day Parade in the US to get targeted exposure with the people who regularly fly to India. Moreover, Lisa realizes that these customers “shop around a lot and do their homework before they make a purchase”, and hence Jet Airways offers a product that offers “great value”.

Alliances and more…

One of the mitigation strategies for the current crisis has been to form an alliance with rival Kingfisher Airlines. Lisa shares that this alliance  “really is code-share agreement” such that both the companies can jointly reduce costs on routes globally by sharing resources. Moreover, Lisa reveals that joining a global airline alliance is certainly on the cards for Jet Airways and we should hear about it soon.

I’d encourage you to listen to the 10 mins Part 2 of the interview to learn more about these initiatives and other details Lisa shares about how Jet Airways is aiming to emerge a top airline brand from this crisis.

In case you missed the first part of this interview, you may want to listen to it too. Lisa spoke about the marketing and branding strategies Jet Airways employs in the US and the challenges encountered while entering new markets.

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Shashank Nigam

Shashank Nigam

Shashank Nigam is a globally sought-after consultant, speaker and thought leader on airline branding and customer engagement strategy. He is the Founder and CEO of SimpliFlying, one of the world’s largest aviation marketing firms working with over 85 aviation clients in the last ten years. Nigam is also the youngest winner of the Global Brand Leadership Award and has addressed senior executives globally, from Chile to China. Nigam’s impassioned and honest perspectives on airline marketing have found their way to over 100 leading media outlets, including the BBC, CNBC, Reuters and Bloomberg, and into leading publications such as The Wall Street Journal and the New York Times. He writes a dedicated monthly column in Flight’s Airline Business, challenging the typical assumptions about airline marketing. His new book on airline marketing, SOAR, is an Amazon bestseller that’s shaking up the industry and inspiring other industries to learn from the best airlines. Born in India, raised in Singapore, he now lives with his wife and two young daughters in Toronto.
Shashank Nigam
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Showing 4 comments
  • sharad

    as far as praful patel is there ,jet can poach into air india’s last two years jet has got most of air india’s upmarket sectors.second to accomodate jet, aircraft air india’s all major flights are shunted to del.

  • David Baptiste

    Helpful article, thanks. I've switched over to bartering recently for most of anything I can get without having to shell out cash. There are a couple sites out thereto use, to connect with people who are looking to barter trade/swap items or even services (carpentry work for auto work, etc). One of the sites I use is Baarter –

    They also have a free stuff section.

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