Earlier in the week when Jet Airways flagged off a fresh round of price wars by announcing that it would offer 2 million tickets at discounts of up to 50%, frequent flyers may have rubbed their hands in glee.
However, Jet's second stab at prices in less than five months — in October, the Naresh Goyal-promoted airline had slashed fares on the Mumbai-London route to take on Richard Branson's Virgin Atlantic — may not be doing India's premier aviation brand too many favours.
"In recent years Jet's visibility is more due to the fare schemes it has offered," says business strategy specialist Harish Bijoor. "These commoditised schemes make some people happy and some very unhappy. And that is where one has to be very careful while offering schemes, as schemes eat into brands."
24/02/13 Manisha Singhal/Economic Times