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.
Direct Marketing, New Service Launch, Relationship Marketing
Aerospace and Defense Sector
Aeronautical Vehicles | Aviation | Management and Operations | Marketing
Faculty / School
Faculty of Business Administration (FBA)
Department of Marketing
Was this content written or created while at IBA?
Emerald Emerging Markets Case Studies
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
Zafar, Y. (2014). Princely Jets (Pvt) Ltd – the air ambulance. Emerald Emerging Markets Case Studies Retrieved from https://ir.iba.edu.pk/faculty-teaching-cases/3