4Ps of marketing of airlines marketing definition

1. MARKETING OF
AIRLINES
Presented By
Vaibhav makwana
MBA 1st year
Dev sanskriti Vishwavidyalaya, haridwar

2. Marketing
“Marketing is the management process responsible for
identifying, anticipating and satisfying customer
requirements profitably.”
Marketing is merely a civilized form of warfare in which most
battles are won with words, ideas and discipline thinking
Marketing is a process involving the complete company,
every department and all staff .

3. Greater use of low
cost airlines
• 53% of SMEs using these
airlines (amex,2003)
Greater use of non-
refundable tickets
• from 5 1 % in 2000 to 58% in
2003 in the USA
•Tend to book simple point –
to point trips directly with the
airline, more complex
itineraries via an agent
•Greater use of
different distribution
channels
Business Market Trends

4. HOW SHOULD WE
SEGMENT THE
MARKET?
By Value
Frequency Of
Travel
By Length Of Journey
Cabin Class
Journey
Purpose
By Gender
By
Nationality
Dividing the market into groups of customers with similar product
needs and preferences
Market Segmentation

5. Marketing-Mix Elements
PROMOTION
Advertising Sales Promotion Salesmanship Publicity
PRICE
Discounts Commissions Surcharges Extras
PLACE
Distribution Channel Method Of Distribution Coverage Location
PRODUCT
Design Quality Range Brand Name Feature

6. Product Planning
• No. Of cabins
• Size of cabins
• Seat configurations
• Interior design
• Food, toiletry bags.
Inflight products
• Access to and from airport
• Lounges
• Check-in
• Fast track,
• Baggage handling
Ground related products
Which
routes?
• Which
segment of
the market?
•Branding and
Differentiation

8. Effective differential
pricing
Simplifying
pricing
Value for money
Competition from
network carriers and
low costs
Costs of
service
Innovative pricing
Brand value and pricing
Low cost
pricing
Pricing

9. Promotion
Defining a distinct market presence and image that is easily
communicable to consumers -corporate or tactical advertising.
• Travel agents
• Travel organizer
• Secretaries (business travelers)
• Travelers themselves
• Corporate
Who is the
target ?
• Direct representation-online
• Press and public relation
• Promotion and sponsorship
• Direct mail
• Advertising (display/media)
Which methods
of Promotion

10. Airline Distribution Channel - Place
Supplier Web Site
Supplier Call Centers &
Ticket Office
Corporate Travel Management
Traditional Travel Agencies &
Their Web Sites
Tour Operators &
Consolidators
Internet Travel Agency &
Airline Portals

11. The Future

12. Thank you