JetBlue, a single-class commercial airline company, is planning on launching its first premium class, “Mint”. JetBlue plans to make this change to its coast-to-coast flights in an attempt to enter the competitive market for premium fliers who pay the highest for luxury seats on those common cross-country routes. However, by including a premium class, JetBlue seems to be abandoning its belief in passenger equity that has defined its brand. According to the article we read this week one of the “pitfalls of brand positioning” 1 is that companies can become too focused on responding to competition that they abandon their previously established positions, causing them to lose their existing customers. To address this concern JetBlue announced it would improve its non-premium seats also. However, JetBlue’s single-class beliefs are still compromised because there would still be a difference between the economy and premium classes. Nevertheless, I would recommend JetBlue still launch “Mint” because it seems that consumers are placing more value in having a luxury class option than having equal seating. JetBlue needs to adapt to these consumer attitudes. In addition, Jet Blue has already been slowly compromising its equality promise by offering passengers the option of upgrades for extra legroom.
Article source: Charisse Jones, “JetBlue launches premium brand called Mint,” USA Today, September 30, 2013, accessed October 1, 2013, http://www.usatoday.com/story/travel/flights/2013/09/30/jetblue-corporate-fliers/2792863/
Image from: “JetBlue,” accessed October 2, 2013, http://l1011.homestead.com/jetblue.html