Airline Marketing Approaches
Importance of Airlines marketing, and types of marketing approaches
a) Briefly explain the concept of airline marketing approach
Airline marketing is a vital activity for air transportation. As with any marketing activity, it is aimed at increasing the number of passengers and satisfying their travelling needs. Marketing involves analysis of consumer trends and specifying products that are in line with these trends. Pricing considerations are also vital, and they are carried out in marketing. Airline marketing should ensure that ticket prices are pocket friendly and attractive (Miseti?, Steiner, & Tatalovi?, 2012). The prices should not be so low that the airline is not able to meet its cost nor too high that consumers are unable to afford. The concept of airline marketing is involved with specifying the different products, coming up with the product prices, informing consumers regarding the products, and coordinating the delivery of the products. In the airline business, marketing is not only reserved for marketers, but all personnel conduct marketing activities. An airline's marketing concept is prone to some uncontrollable factors. There is little that the marketing team can do about these factors. The marketing team should recognize and develop strategies that would assist to counter these factors.
Airline marketing will also involve the development of new products or refurbishing or existing products. This would allow the airline to cater for new and existing customers. Product differentiation is vital, as it would allow the airline to differentiate its products from its competitors. In order for an airline to retain and attracts new customers, it would increase or improve upon its existing services. Allowing customers the luxury to book and check-in online was once used as a marketing strategy. The airline marketing...
These are product, price, promotion, and place. Using the four Ps would allow the airline to target its marketing to specific markets and consumers. Having the correct product ensures that the airline is able to compete with others and differentiate itself. The right product must be sold at a fair price. Price should ensure that the airline meets its costs and revenue, but does not overcharge the consumers. If not promotion is carried out consumers will not be aware of the products and prices. Advertising the products and availing communications to consumers would increase sales. Different places have different requirements. One product cannot suit all the market places for an airline. It is vital that the airline does develop different products and use the right channels to communicate and distribute the product.
b) Discuss the different marketing approaches. State examples for each approach
There are three main marketing approaches employed by airlines namely production-oriented, sales-oriented, and consumer-oriented approach. Production-oriented approach focuses solely on the product been developed (Zou, Elke, Hansen, & Kafle, 2014). Ensuring that the product been developed is of high quality and standard would guarantee sales. In the past, the airline industry was not concerned with the consumer, but rather on the products they offered. Airlines offered only minimal services and they did not care much about adding or improving on the services. In order to increase revenue and passenger numbers airlines were forced to incorporate different approaches. Focusing only on the product denied the airlines the opportunity to learn and understand its consumers needs and wants.
The sales-oriented approach focuses on making profits by persuading more people to fly instead of using the other means of travel. Failing to…
