Documented the case, how Naresh Goyal, Chairman of Jet Airways (India) Limited founded the airline and related business group and built the “Jet Airways” trademark from the early 1990s until 2004. Deploying new aircraft, maintaining young fleet, and focusing on the passengers the comfort and quality of service, he positioned the airline to the needs of Indian businessmen, market share garnered more than 40 percent and achieved brand leadership by the year 2004. With prudent pricing, cost and yield management, … Read more »

Documented the case, how Naresh Goyal, Chairman of Jet Airways (India) Limited founded the airline and related business group and built the “Jet Airways” trademark from the early 1990s until 2004. Deploying new aircraft, maintaining young fleet, and focusing on the passengers the comfort and quality of service, he positioned the airline to the needs of Indian businessmen, market share garnered more than 40 percent and achieved brand leadership by the year 2004. With prudent pricing, cost and yield management, Jet Airways enjoyed healthy profit margins 20 to 30 percent since early 2000. On the back of strong profitability, market position, brand value and booming Indian capital market and the economy, the airline’s 2005 public offering aggressive but priced investors called feedback on a red herring prospectus brand ownership, which it licensed from Jet Enterprises Limited, a group company promoted and owned by Naresh. The carrier appointed Mumbai-based auditors appreciate the brand and Jet Enterprises began the registration of the brand worldwide. While Carl Saldhana, Chief Financial Officer, hoped that the auditors arrive at a formula to the value of the brand and fill their transmission in six months met the registration of a trademark in some countries a hook.
«Hide

from
Asheq Razaur Rahman
D.G. Allampalli
Source: ABCC at Nanyang Tech University
22 pages.
Release Date: 10 July 2007. Prod #: NTU024-PDF-ENG
Jet Airways (India) Limited – Brand Building and policies HBR case solution

[related_post themes="flat"]