AIRLINE MARKETING

MUHAMMAD ISIAQ
BIN SHAIFUL HISHAM

WHAT IS MARKETING?
Is the process of the organization
responsible for the whole process
of bringing a product or services to
markets by identifying,
anticipating and satisfying the
need and wants by the customer

Marketing Mix Elements

Product
Price
Place
Promotion
Physical Evidence
People
Process

Product
We need to know what type of product that will be
market such as
- designs
- quality
- range
- Features
- brand name
E.g : Air Asia had use Park Ji Sung
as their icon to market the Air Asia in Asia.
The airlines product includes of two types of services:
1.On the ground services
2. In-flight services

Price
Price is the major marketing mix to influence customer
to choose our product,its includes :
- list of price
- discounts
- commissions
- surcharges
Sometimes customer will go for the low price and
sometimes customer preferred to choose the comfort
ability rather than price
For example Malaysia Airlines, it provides the premium
flights for people which comfortable for people travel to
the far places

Promotion
There are a lot of promotion mix that had
been used to attract the customers:
-Publicity
-Advertising
-Sales promotion (travel agents)
-word of mouth(customer loyalty)

Place
It plays an important role to attract customer and give
them satisfaction in doing business with a company.
Place is defined as :

-Distribution channel
- Methods of distribution
- Coverage
- Location
For example, online or 24 hour reervation
systems,place of ticket agent, tour operators, and travel
agent.

People
People is one of the elements of service marketing mix.
People define a service.
The reputation of our airlines depend of our staffs,therefore
should be appropriately trained in terms of :
- Competence
- Reliability
- Caring attitude
- Responsiveness
- Initiative
- Problem solving ability

Process
Service process is the way in which a service is
delivered to the end customer and keep them
happy.
-

Reservation
Flight information
Facilities at airport
Baggage handling
Meal service
Flight entertainment
Deliver quality service

Physical evidence
The ambience, mood or physical presentation of
the environment.
1. On the ground:
2. In-flight :
- booking offices/tickets - aircraft/seating
counter
- paperwork
- cleanliness
- brand logo
- uniforms
- tickets
- baggage
- label/tag