ESSENTIAL AIRLINE MARKETING STRATEGIES

The concept of marketing can be quite confusing to those who are unfamiliar with business, management, and economies. They might wonder: what is the different between marketing and sales? Is there anything else that marketing can do other than advertise? Why and in what way is marketing related to economies? Marketing researchers have analyzed these important issues in great detail over the past 50 years. 

1) Market segmentation and product differentiation

Why do airlines need different classes such as first class and business class? whydo airlines images differ? does it matter if airlines do not segment? what if the target market is shared with competitors? the art of market segmentation and product differentiation is introduced. Airlines constantly use these skills, which form the core elements of their product strategy.  the answer to all question above involves product strategies. Different types of customers exist: some rich , some are not. Some passengers' travel costs are reimbursed by taxpayers and their bosses, while other passengers pay for their own tickets. Some passengers travel for business, while others travel for leisure only. Wealthy customers might be willing to pay more to get a larger and more private seat during their flight for added comfort and privacy: these passengers are what the airlines call business travelers, but not all business travelers fly business class. Some airlines focus on the higher-end markets: business and first class travelers.The cabin interior of the legendary supersonic Concorde is an excellent example thereof. This famous and luxury aircraft was equipped with first and business class only. Normally, in order to attract business and first class passengers, airlines need to offer dedicated check-in counters, as well as finely decorated lounge facilities, complete food, beverages, and newspapers. However, if the market size of these well-off passengers is not big enough, it may prove too costly to run these facilities.

2) Airline marketing strategies- what you really need to know

Most people have already read plenty of marketing ideas and have learned basic marketing concepts from newspapers columns and business magazines, but what is the entire picture of marketing? The most important and basic elements of marketing are introduced. Readers will understand the role that marketing plays, and will then be ready for advanced marketing knowledge. Airline marketing is just like regular marketing, but marketers are marketing airlines services. The first thing everyone needs to know is that professionals usually divide marketing strategies into four categories: Product, Price ,Place and Promotion. That is 4P's. It is still from the bedrock of most marketing plans that marketers draw up, meaning that when people talk about marketing strategies, they base many of their decisions on these four categories. Any marketer  should know what the 4P's mean in his or her specific field. To the airline marketer, product means the delivery of  services to airline's customers, price means the fare that airlines charge their customers for the service. Sometimes price also refers to total costs, which includes searching, handling, and delivery costs. This definition leads airlines to another decision factor: place though there are minor differences in the various definitions of place, it usually refers to the channels that airlines use to sell their product and services. The more channels airlines apply, the easier it gets for their customers to reach the airline's products and services. Last is promotion which is variety of tools that will make customers know the product, love the product, and hopefully buy the product. That is to say different promotion strategies  are usually needed in order for customers to know, to love, or to buy the product. Basically, all these concepts are derived from the 4P's. As long as the concept of the 4P's understood, the other marketing concepts won't be too hard to understand either.