An Air India Airbus A320 neo plane takes off in Colomiers near Toulouse, France. REUTERS/Regis Duvignau/File Photo
There have been days when the flag carrier airline of India, has faced significant challenges in recent years, including financial losses, poor customer service, flight delays, and safety concerns, this created a thought “does Air India needs repositioning?”. As a result, the brand’s perception among customers which is negatively impacted can differentiate itself from other airlines and update its brand image to appeal to younger generations of travellers.
A successful repositioning strategy could help the airline to improve its perception among customers, increase its market share, and differentiate itself from competitors. Additionally, a repositioning strategy could help to update the airline’s brand image, increase awareness and visibility, and align the brand with current trends and technologies.
The Indian aviation industry has benefited greatly from the history and contributions of Air India. Some of Air India’s most significant successes and assets include:
Taking the lead: Air India, originally known as Tata Airlines, was the country’s first airline. Later, it was given national status and changed to Air India.
International reach: With flights to several locations worldwide, Air India has a significant international reach.
Size of the fleet: Air India has a sizable fleet of aircraft, enabling it to fly to several locations.
Connectivity: Air India offers good connections both domestically and internationally, connecting several cities and villages and granting access to inaccessible locations.
Heritage: Air India has a rich cultural background and has been instrumental in spreading Indian culture worldwide.
Reputation: Air India is known for offering its clients high-quality service with an emphasis on safety and comfort.
Strong partnerships: Air India has solid relationships with several foreign airlines, which enables it to provide its passengers with easy connections.
Alliance: Air India is a member of the Star Alliance, one of the biggest airline alliances in the world, offering consumers a variety of travel alternatives
Nevertheless, it’s essential to keep in mind that despite these successes and assets, Air India has recently encountered some operational and financial difficulties. So it is vital to tell Air India needs repositioning to create a great future.
After a long time under the Indian government, Air India has become a brand of negative misconceptions, which has to be changed to turn its brand value. TATA bought air India in 2022 and they have launched Vihaan.AI, a multistage transformation roadmap towards becoming a world-class airline.
Air India has always wanted to connect all Indian people with better and more comfortable air connectivity. They wanted the flyers to experience the culture of India in the skies.
Let’s see what has gone wrong for Air India
Air India has a negative perception among customers due to poor customer service, flight delays and cancellations, and safety concerns.
Air India has been facing financial losses for several years, which has resulted in the erosion of its market share.
Air India has failed to differentiate itself from other airlines, making it difficult for the brand to stand out in a highly competitive market.
Air India’s brand image is outdated and does not appeal to the younger generation of travellers.
Air India has not invested enough in branding and marketing efforts, which has resulted in a lack of awareness and visibility for the brand.
With all these factors affecting their business, Air India needs repositioning to make them the Old National carrier that TATA groups created it for.
Air India under their new management is investing at a big level to change itself as a leading full-service national carrier. It is just a small step at a time for them to bring themselves back by changing the positioning and implementing each of them.
It is obvious from our above observations that Air India has faced a lot of criticisms and is still on the same page. They have to make understand that air India needs repositioning is true to start implementing its necessary course of action.
Vihaan.Ai by TATA has already started this process and hope to see the brand soon flying globally again with bright colours
P.S. All of these in my blog about “why Air India needs Repositioning” is my own views. Air India has always been my dream and will be forever and I would like to see them flying with colour again.
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