Air India-Vistara Brand Merger: On the Right Path?
商品編號：W37029
出版日期：2024/10/09
再版日期：
商品來源：
商品主題：General Management/Strategy; Marketing
商品類型：Case (Pub Mat)
涵蓋議題：brand architecture;brand portfolio;merging acquired brands
難易度：5 - MBA/Postgraduate
內容長度：17 頁
地域：India
產業：Other Services
事件年度：2023
In March 2023, Campbell Wilson, managing director and CEO of Air India, announced that the owners of the airline, the Tata group, planned to consolidate their airline portfolio. On the one hand, the group’s two full-service carriers (FSCs), Air India and Vistara, would be merged to form a single brand; on the other hand, so would the group’s two low-cost carriers (LCCs), Air India Express and Air Asia India. Wilson had joined Air India in June 2022, only a few months after the Tata group had taken over the debt-ridden airline from the government of India. Although it was clear that the Tata group wanted to consolidate its airline portfolio into one FSC brand and one LCC brand, some industry experts had expressed doubts about the Air India–Vistara merger, given their very different brand associations and heritage. Deciding whether to consolidate the brands was not easy. Would doing so be the right decision strategically, or should other options be explored?
教學手冊：Air India-Vistara brand merger: on the right path? - Teaching Note
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