Another re-branding exercise, this time in Aviation – Air Deccan becomes Simplifly Deccan. And the man behind it? You guessed it right
Have you had a chance to experience the new Simplifly
Deccan. Nah! It’s not another Banglore-based airline, simply the new look avtaar of Capt. G. R. Gopinath’s low cost carrier, Air Deccan. Gone are the staid yellow and blue colours of the ‘aam aadmi ka carrier’, instead with the UB Group baron Vijay Mallya now on the pilot’s seat (in May this year Mallya acquired a 26% stake in Air Deccan and followed it up with buying another 20% shares in an open offer), the proud and colourful Kingfisher now adorns Air Deccan’s fleet of aircrafts.
And the men who oversaw the entire re-branding and positioning – none other than Capt. Gopinath himself and his recently acquired brother-in-arm, Vijay Mallya. “I realised that Mallya’s Kingfisher was catering to the top end segment, while we were at the bottom end of the air travel segment, yet there were synergies to exploit. The re-branding has already begun to deal with the Air Deccan perception problem,” Capt. G. R. Gopinath, Chairman, Deccan Aviation told this magazine. The carrier, which began 2007 in a desperate quagmire of sorts (thanks to the onslaught of consumer complaints regarding their abysmal on-time performance, rude attendants, et al) has started flamboyantly peddling a marked improvement in its on-time performance.
Even the new advertising communication of the brand reflects its new thinking. Conceived and created by Thomas Xavier and Rajeev Rakshit of Orchard Advertising, the new tagline the choice is now simple seeks to position the re-branded airline differently from its previous low-cost avtaar. “It was a huge exercise – change in dresses, tarmac, coaches, et al. Even the Air Deccan staff is going to the Kingfisher Academy for training in soft skills,” adds Nalin Gagrani, Head-Marketing, Deccan Aviation.
Deccan’s common man (their mascot for the last four years) also stood no chance. The re-branding exercise, which began in October did away with not just the Deccan colours, even their hostesses donned the red skirts of the Kingfisher crew. The sell-off to Mallya may have put down Gopinath for a while, but this man is certainly not out, not by a long haul!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
Have you had a chance to experience the new Simplifly
Deccan. Nah! It’s not another Banglore-based airline, simply the new look avtaar of Capt. G. R. Gopinath’s low cost carrier, Air Deccan. Gone are the staid yellow and blue colours of the ‘aam aadmi ka carrier’, instead with the UB Group baron Vijay Mallya now on the pilot’s seat (in May this year Mallya acquired a 26% stake in Air Deccan and followed it up with buying another 20% shares in an open offer), the proud and colourful Kingfisher now adorns Air Deccan’s fleet of aircrafts.And the men who oversaw the entire re-branding and positioning – none other than Capt. Gopinath himself and his recently acquired brother-in-arm, Vijay Mallya. “I realised that Mallya’s Kingfisher was catering to the top end segment, while we were at the bottom end of the air travel segment, yet there were synergies to exploit. The re-branding has already begun to deal with the Air Deccan perception problem,” Capt. G. R. Gopinath, Chairman, Deccan Aviation told this magazine. The carrier, which began 2007 in a desperate quagmire of sorts (thanks to the onslaught of consumer complaints regarding their abysmal on-time performance, rude attendants, et al) has started flamboyantly peddling a marked improvement in its on-time performance.
Even the new advertising communication of the brand reflects its new thinking. Conceived and created by Thomas Xavier and Rajeev Rakshit of Orchard Advertising, the new tagline the choice is now simple seeks to position the re-branded airline differently from its previous low-cost avtaar. “It was a huge exercise – change in dresses, tarmac, coaches, et al. Even the Air Deccan staff is going to the Kingfisher Academy for training in soft skills,” adds Nalin Gagrani, Head-Marketing, Deccan Aviation.
Deccan’s common man (their mascot for the last four years) also stood no chance. The re-branding exercise, which began in October did away with not just the Deccan colours, even their hostesses donned the red skirts of the Kingfisher crew. The sell-off to Mallya may have put down Gopinath for a while, but this man is certainly not out, not by a long haul!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)
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