Case Title

Princely Jets (Pvt) Ltd – the air ambulance

Case overview / Abstract

The case examines the launch of a new air ambulance service in Karachi, Pakistan; a venture of Akbar Group Jet services; Princely Jets (Pvt) Ltd. The case describes the first mover advantage of the service and the marketing strategy recommended by the Chief Executive Officer (CEO), Mr Ghouse Akbar. The major concern is whether the strategy is forceful and compelling enough to secure approval from the board. The major issues include the role of DM processes and relationship marketing tools to encourage a value-added premium service which had no precedence of demand and practice. Concepts to thrash out in class also include customer profiling and segmentation along with how best to create awareness and generate a sustainable basket of customers for the high-price value-added low-use service.

Case Areas

Direct Marketing, New Service Launch, Relationship Marketing

Case Level

Graduate

Industry

Aerospace and Defense Sector

Disciplines

Aeronautical Vehicles | Aviation | Management and Operations | Marketing

Geography

Karachi, Pakistan

Teaching Notes

Yes

Faculty / School

Faculty of Business Administration (FBA)

Department

Department of Marketing

Was this content written or created while at IBA?

Yes

Source

Emerald Emerging Markets Case Studies

Length

22 pages

Citation/Publisher Attribution

Zafar, Y. (2014), "Princely Jets (Pvt) Ltd – the air ambulance", Emerald Emerging Markets Case Studies, Vol. 4 No. 8. https://doi.org/10.1108/EEMCS-11-2013-0223

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