The document discusses marketing strategies for airlines. It defines marketing and distinguishes it from selling. It outlines the components of the marketing process, including the "4Ps" model of product, price, place, and promotion. However, this model alone is not sufficient to describe all activities airlines must undertake. The document then details the specific airline marketing process, which involves customer and market analysis, analyzing the marketing environment, developing a marketing strategy, product development, pricing, distribution, and selling. It provides examples of effective airline marketing strategies such as distinguishing the brand, positioning the market, focusing on loyalty, pricing strategies, reducing costs, direct marketing, customer benefits, promoting destinations, and consistency.

1. AIRLINE
MARKETING &
MANAGEMENT

2. MARKETING DEFINED
‘Marketing is the management process responsible for identifying,
anticipating and satisfying customer requirement profitably’

3. Marketing & Selling
There is a popular misconception when defining the word ‘marketing’.
It often thought that the word ‘marketing’ and ‘selling’ are synonomous. They are
not . Selling is the final stage in the marketing process. ‘Marketing’ is a way of
describing a total philosophy for running business.

4. Component Of The Marketing Process
A first and frequently used way to looking at the hole marketing process
is the so-called ‘marketing mix’ or ‘4Ps’ of marketing-
Product, Price , Place & Promotion
Although the ‘4Ps’ model is widely used, and also valuable in the airline
industry but it is not sufficient to provide a complete framework to
describe the activities which airline must undertake in order to apply the
principles of marketing.

5. Airline Marketing Process
oCustomer and market analysis
oMarketing environment
oMarketing strategy
oProduct development
oPricing
oDistribution
oSelling

6. Customer and Market Analysis
 In order to do so, carriers must begin with a rigorous process of customer and
market analysis. They must answer the question ` What business are we in?’ and
identify the customers in those business whom they wish to serve.
 They must then dedicate great effort to understanding these customers in terms of
their demographics and their needs and wants from the product.
 Their analysis must be undertaken for today’s market.
 Every attempt must be made to understand possible future changes in customer
requirements, because of the dynamic nature of aviation market-place.

7. Marketing environment
• No Airlines can hope to be successful unless it conducts a parallel
process of investigation into its marketing environment- the back
ground against which its marketing activity will take place.
• This process must encompass both the business and regulatory
conditions prevailing in the market place , and also the nature and
actions of actual and potential competitors.

8. Airlines Marketing Strategy

9. Marketing strategy
Once customer are understood and the marketing environment known, airlines are in a
position to plot their marketing strategy. Effective Airline Marketing Strategies-
 Distinguish the Brand
 Position Your Market
 Be Competitive About Loyalty
 What Is Your Pricing Strategy?
 Where Can You Save?
 Go Direct
 How Do People Benefit?
 Promote the Community
 Be Consistent

10. Airline Marketing Strategies: Distinguish the Brand
In a highly competitive market, you’ve got to be quickly identified by
your customer base. Your best strength is what will distinguish you
from the other airlines that serve similar areas of the population base.
Whether it’s low fares, higher flight frequencies, or the ability to
service non-stop flights to regional airports in addition to major hubs,
what you do that no one else does is how you’ll be able to be
recognized.

11. Limit your costs by positioning your market with a cost-efficient,
limited market position. You don’t have to try to please everyone.
You’ve got to work on pleasing your target demographics that are
attracted to what distinguishes your brand. This can be accomplished
in a number of different ways: singular aircraft types, faster ground
crew turns, or a high percentage of on-time flights is just the start of
what you could accomplish.
Airline Marketing Strategies: Position Your Market

12. Many airline travelers will focus on a low-cost fare first, but the second focus is
on brand loyalty. In order to create loyalty, you’ve got to create relationships on an
individualized basis. People don’t want vouchers or discounts or apologies for
missed flights. They want to have world class customer service that treats them
like a human being. They want empathy, not money.
Airline Marketing Strategies: Be Competitive About Loyalty

13. Think about the margins of profitability that you actually need for true success.
Do you need to have a lot of liquid cash on-hand or is it there already? How much
do you need to charge for expenses and administrative overhead? By keeping
tighter margins, you’ll be able to price your tickets more competitively. That in
itself is a powerful marketing solution that will garner a lot of attention.
Airline Marketing Strategies: What Is Your Pricing Strategy?

14. Operating costs are the #1 driver of higher ticket prices in this industry. What can
you do to cut down on these costs? Even just the effort of communicating an effort
to reduce costs will provide your airline’s brand with a marketing boost.
Airline Marketing Strategies: Where Can You Save?

15. Any time you’ve got middlemen in the way of the purchasing process, you’re
going to have costs passed along to a consumer in some way. Work on marketing
in a B2C way instead of using intermediaries and you’ll accomplish two benefits
that will attract a lot of attention to your brand: you’ll lower costs and you’ll build
B2C relationships that will help to reinforce the loyalty that you want to have.
Airline Marketing Strategies: Go Direct

16. Getting from Point A to Point B quickly is just one benefit that the airline industry
can provide. What other conveniences are you able to offer? Do you have
relationships with rental car agencies or hotels that can give people additional
discounts? Can people earn flight miles for free tickets or other rewards? Find out
what your target demographics want and then find a way to incorporate that into
your overall marketing strategy.
Airline Marketing Strategies: How Do People Benefit?

17. Sometimes the best promotion isn’t the flight to a destination, but
what can be done at that destination. What can people do once they fly
to a chosen spot that your airline serves? Are there any unique features
about that destination that add value to the ticket that someone might
purchase? This kind of co-op marketing will often pay off because
you’ll get added support from the destination when they see what
they’re doing.
Airline Marketing Strategies: Promote the Community

18. Consistency counts more than experience. If you provide a quality
flight time after time, then people are willing to book tickets. If you
have 80 years of experience, but there’s a 6 out of 10 chance that a
customer will be late at their destination or have a delay in the process,
then there’s a good chance your airline will be bypassed – even for a
more expensive flight in many instances.
Airline Marketing Strategies: Be Consistent

19. Marketing Mix in Airline Industry