Jet Blue

High Flying Airline Melts Down in Ice Storm

Jet Blue
The company is headquartered in the Long
Island City neighborhood of the New York City
borough of Queens.
Its main base is John F. Kennedy International
Airport
mainly serves destinations in the United States
In September 1999, the airline was awarded 75
initial take off/landing slots at John F. Kennedy
International Airport, and received formal U.S.
authorization in February 2000.
It started operations on February 11, 2000
As of June 30, 2013 JetBlue serves 79
destinations in 24 states, and 12 countries in the
Caribbean, South America and Latin America.
BRINGING HUMANITY BACK TO FLYING

New Kind of low fair airline
Wider Seat, More Legroom and storage
space
Making life easier by touch screen check in
and fares 65% less than other airlines in
identical routes.
Non Stop service between major
destinations : NW to Florida.
One Way ticketing
Maintenance of time schedule.
24 Channels in flight Television

Jet Blue Experiences

It combined Value, services and style.
Passenger enjoyed the co branding
amenities.
Brand name Snacks
Dunkin Donuts coffee
XM satellite radio
Bliss Spa comfort kit
C.E.O. - DAVID NEELEMAN.
History
Former Mormon Missionary.
Passion for travel and connected with travel businesses since his college days.
1992 : Started Morris Air and later sold it. Joined Southwest but left in 6 months.
1993-1997 : Co Founded West Jet and developed Open Skies ticketing software.
1998-2007 : Founded Jet Blue and worked as C.E.O.
2008 Present : Launched Azul Brazilian Airlines and working as C.E.O.

Entrepreneur who can feel the pulse of people to understand their needs.
Successfully launched and ran operations profitably in highly competitive
environment through innovative ideas.
Excellent connect with co workers, a pilot told FAST COMPANY I would walk
Over fire for him.
Customer Satisfaction Tracking

Hands on tracking By CEO
Working alongside Employees
Talking with pilots
Personal contacts with flyers
Asking suggestion from travelers for Service improvement.


Jetblue had the 2
nd
lowest rate of customer complaints in
this industry.
2006 picked as best domestic airlines by condenast travellor.
2007 named number 3 most admired airlines by Fortune.




JET BLUE SUCCESSFULLY BOUNCED BACK BY END OF 2006
Stormy Weather

On 14
th
Feb 2007, jetBlue hit with worst
crisis in the history.
The weather gets from bad to worse light
snow turns to heavy rain and snow fall.
Early on that morning to avoid cancellation,
JetBlue gate loaded passenger onto Six
planes.
Four more jetBlue planes arrived and
remained on the tarmac.
Service paralyzed due to system collapse.
800 Passengers had to suffer without power
and air.

JetBlue works to rebuild public trust
Full refund of fair and free roundtrip
Relaxing the polices for rebooking.
CEO personal apology
Staff rallied behind CEO in damage
control.
Jet Blue introduce the Customer Bills of
right In the first airlines industry.


PRODUCT OFFERING
Essense beautifully captured by CEOs
bringing humanity back to air travel..

Economic and high quality air travel.

PRICES
High Price
and Low
Quality.
High
Quality
and high
price.
Low
Quality
and low
price.
JET BLUE.
Low Price
and high
quality.
QUALITY
FUNDING MECHANISM
Low Ticket Prices were easy to maintain with a new fleet and young staff.
Operations were in a smaller scale thus easy to manage cost effectively.

EMPLOYEE MANAGEMENT
All employees were called crewmembers. Young staff highly motivated
By enthusiastic C.E.O.
However this is probably the biggest reason for the disaster on the stormy
Weather day on Feb 11, 2007.
JET BLUE had continued providing high quality services at low cost and to
Maintain profitably it had cut down on man power and infrastructure that were
Required for their expanding business.
All systems collapsed in a stressed environment and the employees unable
To take the pressure snapped too.
Normalcy restored only after crew and systems given a cooling off period to
Get back on track.

CUSTOMER MANAGEMENT
Customer comfort based services. System collapse lead to retaliation as
Expectations were very high.
Introduced Customer BILL OF RIGHTS.
MARCH 5, 2007 ISSUE.
Learning Points
Differentiation strategy in a highly
competitive market environment.
Ability to connect to people
Every employee as a marketer.
Customer Loyalty.
Customer retaliation.
Importance of disaster management and
PR

Thank You