| "We also have recently entered the arena of film
and video editing. So that is another area that we could look at doing
business with India in the future," Branson added.
As far as Virgin Atlantic Airways is concerned Branson noted that
Virgin had started a service to Delhi in 2000. This was made daily
a few years later. The Mumbai service will offer flights thrice
a week. Branson will spend the next ten days holding discussions
with the aviation ministry about allowing for further frequencies.
Virgin Atlantic is hoping to operate flights to and from London
to at least seven more destinations including Hyderabad and Amristar
in Punjab.
Right now, its market share through the Delhi route is 12 per cent.
With Mumbai being added it is targeting a share of around 22 per
cent. Branson pointed out that an advantage is the timing of the
flight, which leaves Mumbai in the afternoon at 2:45 pm. "The
route will benefit from the competition Virgin Atlantic will provide.
This will lead ultimately to better value of money and quality of
service for passengers. A few Bollywood stars already enjoy our
product as they have been flying from Delhi. I feel that the London
route from India has been under served for too long a period,"
he informed.
As far as service is concerned the airline will offer cuisine from
London's Vama Restaurant as well as Cobra beer. The airline will
also offer a cocktail service for Upper Class passengers. As Branson
says, "Over the past few years around 20 of our competitors
who flew across the Atlantic like Pan AM, TWA went bankrupt. What
has kept us ahead of the curve is the quality of service. We have
successfully competed with British Airways due to this factor. For
the Mumbai service we have an advance load factor of 70 per cent
for April and 60 per cent in May. The introductory price is Rs 27,000."
As had been reported earlier by Indiantelevision.com, Virgin
Atlantic Airways has introduced its new marketing campaign. Virgin
as a brand positions itself as a "pampering experience."
This is translated through their chauffeur pick and drop, massage
therapy, on-board bar and freedom menu in its upper class.
Virgin's new campaign focusses on capturing the spirit of Mumbai
through the illustration of a Superstar's pampered lifestyle, symbolic
of Virgin's onboard comfort. The campaign is also supplemented by
a radio campaign along with outdoor and promotional activities like
SMS Contest.
Also Read:
Virgin Atlantic Airways
unleashes its campaign to tap Mumbai travelers
|
