Addition to the Air Deccan (A): A new look at the Indian aviation product # 907A01. By November 2005, Air Deccan, the first low-cost airline in India, have been in business for two years. During this time, the airline grew rapidly, adding both planes and passengers at breakneck speed. The use of low tariffs as a central force, it has caused a huge, innovative changes in Indian domestic airline industry. Not satisfied, however, the officer founder and chief executive wondering how to adapt to the future and maintain a huge initial success of Air Deccan's. The case can be used to engage students in the following areas: the introduction of a new brand and positioning in several oligopolistic industries, targeting low-income and under-served segments of low cost, low price strategy, entrepreneurial start-ups in emerging markets and marketing strategies in the high-growth SMEs. "Hide
by Srinivas Sridharan, Ramasastry Chandrasekhar Source: Richard Ivey School of Business Foundation 10 pages. Publication Date: September 12, 2007. Prod. # 907A15-PDF-ENG
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