AIR DECCAN – Case Study on

BLUE OCEAN STRATEGY

By: Amit Sheth

Gagan Pareek
Sainatth Wagh
Samir Daddikar
 Features of Blue Ocean Strategy
 Create uncontested market space.
 Make the competition irrelevant.
 Create and Capture new demand.
 Align the whole system of the company’s
activities in pursuit of differentiation and low
cost.
How did Air Deccan create uncontested
market space.
 Existing players (I A, Jet Airways, Sahara)
 Low Cost business model is based on
following three policies:
 Low operational cost.
 Appropriate Positioning
 No frills service
Making competition irrelevant
 Targeting the unsatisfied customer.
 Introduction of “Dynafare”.
 Create and Capture new demand
 Inspite of 150 million middle class, 3-4
millions travelled because of price
affordability.
 50 million rail travelers, approx 2 lakh
travelled in the air condition coaches.
 Defined the target as Upper Class but marketed
aggressively on lower middle class.
Product Differentiation & Low Cost
 Targeted Tier-2 cities.
 Ventured into new cities using new routes.
THANK YOU!!!!