This document discusses marketing principles and their application to airline management. It begins by defining marketing and its key aspects like market research. It then discusses the 7Ps marketing mix model including product, price, place, promotion, people, process and packaging. The application of these principles to airlines is described through the customer, marketing environment, strategy formulation, distribution channels, pricing and revenue management, and product design. PESTE analysis is also discussed as a tool for analyzing the external business environment in the airline industry. Marketing strategies for airlines include loyalty programs, creative advertising, social media campaigns, and providing flight perks.
This document discusses marketing principles and their application to airline management. It begins by defining marketing and its key aspects like market research. It then discusses the 7Ps marketing mix model including product, price, place, promotion, people, process and packaging. The application of these principles to airlines is described through the customer, marketing environment, strategy formulation, distribution channels, pricing and revenue management, and product design. PESTE analysis is also discussed as a tool for analyzing the external business environment in the airline industry. Marketing strategies for airlines include loyalty programs, creative advertising, social media campaigns, and providing flight perks.
This document discusses marketing principles and their application to airline management. It begins by defining marketing and its key aspects like market research. It then discusses the 7Ps marketing mix model including product, price, place, promotion, people, process and packaging. The application of these principles to airlines is described through the customer, marketing environment, strategy formulation, distribution channels, pricing and revenue management, and product design. PESTE analysis is also discussed as a tool for analyzing the external business environment in the airline industry. Marketing strategies for airlines include loyalty programs, creative advertising, social media campaigns, and providing flight perks.
This document discusses marketing principles and their application to airline management. It begins by defining marketing and its key aspects like market research. It then discusses the 7Ps marketing mix model including product, price, place, promotion, people, process and packaging. The application of these principles to airlines is described through the customer, marketing environment, strategy formulation, distribution channels, pricing and revenue management, and product design. PESTE analysis is also discussed as a tool for analyzing the external business environment in the airline industry. Marketing strategies for airlines include loyalty programs, creative advertising, social media campaigns, and providing flight perks.
Management By Paniraj Murthy Nextstep Institute of Logistics & Aviation Bangalore What is Marketing ? Marketing describes a complete philosophy for running a business, based on the meeting of well- researched, well- understood and genuine customer requirements.
Marketing research is the function that links the
consumer, customer, and public to the marketer through information—information used to identify and define opportunities and problems; generate, refine, and evaluate actions; monitor performance; and improve understanding of it as a process. It specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications. Marketing is absolutely essential for your brand. But if you feel unsure of where to start, you aren’t alone. There’s a massive amount of work and thought that goes into a Marketing strategy. However, it's helpful to have some guidelines to serve as a foundation — principles that could help you figure out the best course of action to market your company. Marking Mix
The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market. The 4Ps make up a typical marketing mix - Price, Product, Promotion and Place. However, nowadays, the marketing mix increasingly includes several other Ps like Packaging, Positioning, People and even Politics as vital mix elements. Marketing Principle What Are Marketing Principles?
The 7 key marketing principles are:
• Product • Price • Place • Promotion • People • Process (or Positioning) • Physical Evidence (or Packaging) The classic principles of marketing, known as the 4 Ps, were initially defined several decades ago by a marketing professor at Harvard University. These principles — which consist of Product, Price, Place and Promotion — can be traced all the way back to the 1940s, and make up the set of resources that a company should use to market itself to its target audience.
While most people recognize the 4 Ps model, some use a version of these marketing principles that’s geared more toward consumers: Consumer, Cost, Convenience and Communication. 20 years later, researchers revisited these marketing principles and lengthened the list, creating 7 Ps in total. People, Process (or Positioning) and Physical Evidence (or Packaging) were added to the classic principles of marketing.
Since the first 4 Ps are more applicable to tangible products, these additional principles are helpful for service- based businesses. In some cases, people add even more principles — such as Productivity and quality, or partners.
The 7 Ps should serve as a guide to help figure out the best marketing strategy for your business. These principles will help you make decisions about what to sell, who to sell it to and how to retain customers. Ultimately, they can leave a positive impact on your bottom line. How do you attract customers in 2022? Here are what I consider the top five ways to attract your ideal client in the new year. 1.Visual Strategy. In our day and age, most first impressions happen online. ... 2.Think Micro. Contrary to popular belief, big followings are not always better. ... 3.Be Relatable. ... 4.Showcase The Value. ... 5.Utilize Reels And TikTok. What is airline marketing? An airline marketing strategy is an overall business plan that aims to reach prospective consumers and turn them into customers of the services as well as keep existing customers engaged. When systematically planned, the strategy covers the 4 P’s / 7P’s of As in any other industry, airline advertising and marketing strategies revolve around a value proposition. For example, Decan – an low-cost carrier – has a value proposition that sounds like this “low fares airline.” And it perfectly communicates to the customers what the company stands for and how it operates. The high-level goal of a marketing and advertising strategy for any airline is to achieve a winning advantage over competitors by understanding the needs of customers and adjusting the tactics to meet those needs. We’ll discuss some of the marketing strategies adopted by airlines that help increase their revenue and stay afloat. Application of Marketing Principle to Airline Management
The “4Ps” model is a powerful one, and describes much of
what an airline must do if it is to apply the principles of marketing in order to achieve business success. It does not, though, give a complete description. it will be suggested that the application of marketing should consist of seven interlinked stages: The Customer
The cornerstone of successful marketing activity is that firms
should obtain full knowledge of their current and potential customers. This knowledge needs to encompass information about market size, demographics, customer requirements and attitudes. There also needs to be an ability to forecast the future size of the market, and any possible future changes in customer needs. The processes whereby airlines seek this information will be those of market research and market analysis The Marketing Environment
The nature of sound marketing policies will clearly vary according to
the constraints and opportunities provided by the external environment. In analyzing a firm’s marketing environment, it is usual to use the model known as PESTE analysis. This model categorizes the factors in the marketing environment under the five headings of Political, Economic, Social, Technological and Environmental. The analyst’s task is to isolate those factors in the external environment which will have a significant impact on the formulation of sound marketing policies and to assess their implications. In this book, such an exercise will be carried out for the airline industry in Chapter Three. Strategy Formulation
Clearly, it will not be possible to define marketing policies without the
marketing input being a crucial one in the definition of a firm’s overall strategic direction. This strategic direction must identify the firm’s goals and objectives, the markets in which it will participate and the methods it will employ to ensure successful exploitation of market potential. Distribution Channel Selection and Control Once an overall strategy has been selected, the next three stages should follow on logically. today’s aviation industry offers airlines many possible routes to success (and, interestingly, many different ways in which they can fail). What matters is that a clear strategy is selected and pursued steadily over the long-term. Each possible strategic option will result in a requirement for a linked set of Product, Pricing and Distribution decisions. Pricing and Revenue Management
Product Design and Development
Selling, Advertising and Promotional Policies
Introduction – PESTE
The PESTEL analysis airline industry can help
them to have an idea about those conditions. It is very crucial to do the PESTE analysis. It helps to analyze the business condition and potentials of any company or service. The user can get an idea of the external conditions that can hinder their growth or be catalytic in their growth. Like other industries, airline industries are also get affected by social conditions. The whole world is connected via airlines. There are domestic and international flights. For this reason, the aviation industry is widespread and may get affected by different external factors. How do you market an airline company?
Here are four of the best strategies for marketing
airlines. 1.Providing Loyalty Programs. By creating a loyalty program, you will encourage flyers to become repeat customers, booking additional flights with your business. ... 2.A Creative Airline Advertising Strategy. ... 3.A Strategic Social Media Campaign. ... 4.Providing Flight Perks.
