Journey from Armed Force Farming Air Deccan

Captain Gopinath

The A Class passengers are Harsha, Ronak, Ankit, Tanvi G, Sonal &
Ashraf

Three Generic Strategies Model

Model of Aircraft

Cost Leadership Strategy

Differentiation Strategy

Focus Strategy

Operating on secondary airports

Single Class Configuration

No In-flight Services

Lower employees per aircraft

Outsourcing of ground operations

Rebranding

Gopinaths Success Mantras

Renaming from Air

Deccan to Deccan

Failure of Acquisition

Never Give Up!

Pursue your Passion

Mars vs. Venus

Dilution of the Air Deccan Brand

Both loss making entities

Rise in fares

Other LCC picked up the market share lost by Air

Deccan

High gestation of overseas routes

High service expectation

New Tagline - The Choice

is Simple Blue and yellow
name replaced by Red and
White

Air Deccans No-Frills, Low Cost

Offering low fares to stimulate demand

Selecting routes to stimulate demand

Reducing costs, increasing utilization

a.
Reduce the cost of its operations
b.
Provide a no-frills service
c.
Seek high aircraft utilization
.
Providing a safe and on-time service
.
Increasing ancillary revenues

1997: Started
Deccan Aviation
operations.
(providing
chartered
helicopter and
small aircraft
across India)

2003:Commence
d Air Deccan
operations.(Inspir
ed by the lowcost airline
model of South
West)

Sold 26% stake to

Kingfisher Airlines in May
2007.

No outsourcing of check- in
staff

2004:Deccan
Aviation
extended to Sri
Lanka.

2007:Air Deccan
merged with
Kingfisher
Airlines.

2009:Commenced
Deccan 360 and ran
for the Lok Sabha
elections.

Replacement of Ailing
Aircrafts

Cost incurred in rebranding

process : Rs. 15 crore

Market Share : 21.2%