Competition is intense and with the blurring of differences in service proposition and fares, it becomes imperative that airlines use their on-time performance for messaging and brand building. A new battle has broken out in Indian skies and this time the fight is over punctuality and not the ticket price. Airlines are promoting their on-time performance (OTP) records and also taking potshots at each other with equal measure in a bid to lure to customers and grab market share. Interestingly, as it would seem from the war of words that has broken out between the airlines, time has emerged as the biggest differentiator among brands. Given the high degree of commoditisation, where every player uses price to lure customers, time helps add value to the brand. The domestic air travel market is growing at over 20 per cent and is fuelled by both corporate and leisure travel. Competition is intense and with the blurring of differences in service proposition and fares, it becomes imperative that airlines use their on-time performance for messaging and brand building. Earlier in the month SpiceJet released print and television advertisements celebrating its achievement of clocking the best on-time performance in November. Business travellers value on-time… Read full this story
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For India's airlines, the battle this time is over time, not price have 358 words, post on www.rediff.com at January 23, 2017. This is cached page on Search. If you want remove this page, please contact us.