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Use of marketing mix by service organization a case study of biman bangladesh airlines ltd.
- 1. Presentation on: Use Of Marketing Mix By Service Organizations -A Case Study Of Biman Bangladesh Airlines 1
- 2. SUPERVISED BY: DR. AHMED FAKHRUL ALAM PROFESSOR DEPARTMENT OF BUSINESS ADMINISTRATION FACULTY OF BUSINESS & ECONOMICS DAFFODIL INTERNATIONAL UNIVERSITY Presented by: Shila Das ID: 152-14-599 Major in Marketing Program: MBA Department of Business Administration Daffodil International University
- 3. Overview of company The national flag carrier of Bangladesh Establish on 4th January 1972 Authorized Capital: Taka One Hundred Fifty Billion. Commencement of Operation: 2 August 2007 Net profit: 2.79 Billion [2016] Company Activity: Air Transport service, Support service and another related business “Your home in the sky”3
- 4. Service Offering “Your home in the sky”4 Destinations Guideline/Map Airport Service Cargo Services Loyalty club In-flight Services Ground Handling In-flight Duty Free In-flight Magazine In-flight Entertainment
- 5. Objective of the Study To identify the Marketing mix Structure of Biman Bangladesh Airlines. To analyze their Product/Service availability. To analyze their Pricing Policy. To analyze their Place/distribution activities. To analyze their Promotional activities. “Your home in the sky”5
- 6. Service Marketing Mix Structure 6 Product Price Place Promotion People Process Physical Evidence “Your home in the sky”
- 7. “Your home in the sky”7 Product: Core Product: • Air transportation of passengers • Air transportation of cargo Basic Product: • Domestic Flights • International Flights Expected Product: • Mileage earn program Augmented Product: • Luxurious cabin for VVIP/VIP guest Price: Ticket prices are determined by the following factors: • Distance to be travelled • Demand for the specific destinations during festive seasons • Seat availability BG Pricing is classified into two categories: •Business class & Economic class Place: Biman mainly carries passenger and cargo . • BG offers 16 Domestic via 102 International flights in a week, • Its has 13 local and 28 worldwide branch offices. Promotion: BG engages with their passengers using various promotional tools such as •Advertising, •Sponsorship •Sales Promotion and •Non promotional activities.
- 8. Findings Lack of flight schedule maintenance Lack of Customer Service Lack of Skilled People Lack of Promotional Campaign Lack of Planning Lack of Aircrafts maintenance Lack of Brand Attention Lack of Aviation Experts in the Authoritative bodies “Your home in the sky”8
- 9. Recommendations Flight Schedule Delay In-Flight Services Quality Service Planning implementing Social Engagement Corruption reducing Higher Expertise Reduce Politically “Your home in the sky”9
- 10. Thank you… 10