While our aviation industry is in the middle of a boom (both in terms of number of new carriers and increase in jet fuel price), the scary perception of flying from the “Bangladesh Biman” days remains. And thats mainly due to the fact that none of these new entrants have positioned themselves carefully.
Looking at the Indian aviation industry can be an eye opener. Kingfisher clearly stands out as the glamorous and fun carrier. Jet will be the one upholding the “Service” position. And there are lots of entrants from Spice to Indian Airlines, fighting out the “low price – low frills” position.
In the same manner, the Bangladeshi airlines can position themselves effectively. Here are some proposed positioning suggestions.
1. GMG – “The High Price- High Quality” service provider
2. Best Air – Collaboration with Thai airlines, and hence grabbing the “Global Quality service provider” perception
3. Royal bengal – Should be the no frills, price player (Along with Bangladesh Biman)