At a time when the Indian aviation industry is going through much turbulence, international carrier Lufthansa is working towards cementing its ties with Indian customers. So after breaking the norm by launching its first campaign, ‘More Indian than you think’ outside the global network, the aviation company introduced a brand new feature, called the ‘premium economy’ class for international flights from India.
Just a notch above economy class and a grade down business class, with the new feature the carrier is expected to get many more business fliers on board.
In a conversation with FE Brandwagon’s Anushree Bhattacharyya, Wolfgang Will, director, Lufthansa Passenger Airlines, South Asia, explains why the Germany based airliner found it necessary to launch an India specific marketing strategy and the impact it has had on travellers from India. Edited excerpts:
With domestic aviation companies struggling for existence in India, how is the scene when it comes to international players such as Lufthansa?
The Indian aviation industry has gone through an evolution in the last five years. We have been in India for 55 years and so far we have only witnessed a rise in demand. For example, despite facing capacity constraint last year, we grew at a rate of 5% in terms of number of passengers as well as revenue. The Indian market is very competitive and in our effort to meet the needs of Indian consumers we have continuously expanded our services. Not only have we added new routes, we currently have 47 frequencies a week. For our customers from India we have already introduced one of our premium carriers, the Boeing 747, also known as the queen of the skies.
24/02/15 Anushree Bhattacharyya/Financial Express
Just a notch above economy class and a grade down business class, with the new feature the carrier is expected to get many more business fliers on board.
In a conversation with FE Brandwagon’s Anushree Bhattacharyya, Wolfgang Will, director, Lufthansa Passenger Airlines, South Asia, explains why the Germany based airliner found it necessary to launch an India specific marketing strategy and the impact it has had on travellers from India. Edited excerpts:
With domestic aviation companies struggling for existence in India, how is the scene when it comes to international players such as Lufthansa?
The Indian aviation industry has gone through an evolution in the last five years. We have been in India for 55 years and so far we have only witnessed a rise in demand. For example, despite facing capacity constraint last year, we grew at a rate of 5% in terms of number of passengers as well as revenue. The Indian market is very competitive and in our effort to meet the needs of Indian consumers we have continuously expanded our services. Not only have we added new routes, we currently have 47 frequencies a week. For our customers from India we have already introduced one of our premium carriers, the Boeing 747, also known as the queen of the skies.
24/02/15 Anushree Bhattacharyya/Financial Express
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