vistara: 5 things they did differently
TRANSCRIPT
VISTARA: TATA, THIRD TIME LUCKY?5 T H I N G S T H E Y A R E D O I N G D I F F E R E N T LY
NO CHEAP FARES, NO DISCOUNTS
• FULL SERVICE CARRIER Airbus 320-200
• Domestic flights• Service based competition• Ticket price higher than
competitors by Rs. 1000
LOYALTY BY MONEY, NOT MILES
• Loyalty points accrued ON ACTUAL SPENDING rather than miles flown
• Transparent & easy to understand loyalty system
• Head of family gets points for booking for upto 5 members
• Rivals Jet Airways Loyalty program based on miles
LOW COST WITH FULL SERVICE OFFERING
• LEAN STRUCTURE with full service
• Cost leadership through IT & service innovation
• Low cost structure with office space & personnel
NO ADVERTISING, FANFARE
• No splashy launch party
• INTEGRATED MARKETING online
THREE CLASS CONFIGURATION
• First airlines to offer THREE CABIN SERVICE
• 16 Business, 36 premium & 96 economy seats
• Premium facilities offer business class facilities at lower price
• Jet has two class business & economy• Increase demand for better facilities in
the market