This document provides a brand audit of an Indian airline. It summarizes the airline's growth from 2005 when it placed an order for 100 aircraft and planned operations in 2006, to becoming India's largest airline by market share in 2012. Key points include having 100 aircraft currently all from the Airbus A320 family, operating 534 daily flights to 37 destinations including 5 international routes. The brand is characterized as consistently cheeky with clear messaging around being a low fare airline with professional customer service and honest handling of delays. Potential brand extensions into courier and taxi services are proposed.
2. 2005
Placed an order
for 100 Airbus
A320 aircrafts.
Plan to commence
operations by mid
2006
2010
ReplacedAir
India as third
top airline in
India with
17.3% market
share
2011
Sign $15 Billion
deal for 180
aircrafts;
Replace
Kingfisher at
NumberTwo
2012
Number 1 in
India with 27%
market share;
International
flight to Dubai
32.6%
Market Share
as of May 2014
534
Daily Flights
37
Destinations
including 5 international
100
Aircrafts
(all of AirbusA320 family)
1 Brand Story 432 5
2006
Commenced
operations with
Delhi-Guwahati-
Imphal route; 6
aircraft fleet by
year end
2014
Receive 100th
Airbus. Place
order for 250
more.
8. Crystal Clear Messaging!
One type of airline | Brand new Airbus A320s
One type of fare | Low
One type of customer service | Professional
One way to deal with delays and cancellations | Honestly
1 BrandVoice 432 5
