This document discusses Pegasus Airlines and its focus on customer satisfaction. It provides an overview of Pegasus, including its founding in 1989 and passenger numbers. It then discusses Pegasus' approach to being truly customer focused through initiatives like yield management, customer guarantees, and discounts. It also notes Pegasus' emphasis on amenities and developing a brand that customers love through ongoing communication and ensuring a quality customer experience. The document concludes with questions and answers that further explore Pegasus' understanding of customer needs, wants, and demands, as well as its marketing approach.

2. I. Brief summary of the case
II. Discussion of theoretical concepts
a) Truly Customer Focused
b) More than Amenities
c) Love your customers
III. Questions & Answers

3. Brief summary of the case
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 Pegasus Airline was founded in MAY 1989– In Turkey.
 In 2008 Pegasus carried 4.4 million passenger.
 The people who work here don’t think of Pegasus as a business.
They think of it as a crusade.
 Pegasus refers to it self as the “DELIGHT TRAVEL” airline
 Pegasus have had strong competitors

4. COMPETITOR ANALYSIS
DOMESTIC COMPETITORS INTERNATIONAL
COMPETITORS

5. a)Truly Customer Focused
b)More than Amenities
c)Love your customers

6. Truly Customer Focused
 Develop to meet customer expectation and
priorities.
 Put in place a yield management strategy for
ticket pricing.
 Developed policy of customer satisfaction guarantee.
 Offers customer service experience at the airport.
 Operated a one class interior configuration.
 Provide 10% discount offer to international flights.
 Provide training and technical services for other local
airline.
 Won “Best airline business price” in 2006 for innovative
customer service.
 Achieved the most searched airline in Turkey on Google.

7. More than Amenities
 In 2007 Pegasus was recognized as one
Turkeys top brands.
 Select people to exhibit those values while
directing the right person to the right
department at the right time.
 Share plans with Air Berlin and IZ Air.
 Has charter and scheduled service to 70 airports in Europe and
Asia.
 Maximizing Turkeys short fighting opportunities and promoted
strong reaction.
 Changed the preference of air travelers.
 Developed its intern market over 19 destination within Turkey.
 Term of weekly seat capacity , Achieved top 30 among
European airlines.

8. Love your customers
 Aims to keep up with it customers even they are not flying.
 Website titled “Pegasus listen to u”. (www.flypgs.com)
 Ensured successful service through safety, training and
developed employee.
 Creative Communication with its customer.
 Offer great destination and easy access to international hubs.
 Uses efficient management techniques, delivering low prices
with a high quality service experience.

9. 1. Give examples of needs, wants,
and demands that Pegasus
customers demonstrate,
differentiating these three concepts.
What are the implications of each
for Pegasus’ practices?

10. Answer
* Examples of NEEDS : Pegasus customers need
diversification.
Examples of WANTS : Customers want to improve
airline industry and reflect their opinions.
Examples of DEMANDS : low-cost airline, many
destinations they want to go, improved quality of
services and many benefits related to customers.
* We can conclude the implications of each for
Pegasus’ practices are customer-oriented company.
In other words, they want to meet customer’s
expectation.

11. 2. Describe in detail all the facets
of Pegasus’ product. What is
being exchanged in a Pegasus
transaction?

12. Answer
* Pegasus gives customers many things. First of
all, Pegasus is the first low-cost airline in
Turkey. They create credit(loyalty) card to
reduce insurance rate. They have refund
strategy when departure is delayed to alleviate
customers’ dissatisfaction. And they run social
network relationship like Facebook, Twitter and
Vodafone etc. Pegasus sometimes opens a event
for free tickets. And they always try to listen
customers’ voices to know better their tendency
and thinking.

13. 3. Which of the five marketing
management concepts best
applies to Pegasus?

14. Answer
* We saw Pegasus’ many activities
to go happily together with
customers. So we can call them a
marketing-oriented company.
Because marketing orientation
requires something fulfill
customers’ desire.

15. Thank you for your attention 