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.
Keywords
Air ambulance services, Direct marketing, Launch of premium service, Relationship marketing, Service marketing
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
Recommended Citation
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
