Transcript
IBRAHIM ZAMANReg#1711-108006
BBA 9TH
Presentation topic :::::
MARKETING PLAN OF AIRBLUE
Subject: :::
The marketing of services
MISSION STATEMENT“Enjoy The Difference –
Freedom, Flexibility And Savings.”
VISION STATEMENET
‘To provide exceptional customer service at low prices.’
MAKETING MIXMarketing -mix is the set of all the
controllable elements by the organization.
1.Service Product2.Service Price3.Service Place4.Service Promotion5.People6.Physical evidence7.Processes
1. SERVICE PRODUCT1. Levels of products:
2. Product attributes:
1. Levels of products The core product
i.e. AIRBLUE services.
The actual level of product
i.e. Quality and design
2.Product attributes:
Branding; i.e. A well known brand AIRBLUE
Packaging;
Means how the tickets are appeared. Warranties;
Especially in cargo services {Safety of baggage}
After-sale services;
2. SERVICE PRICE1. Price objectives2. Pricing strategies3. Airblue fares
1.Pricing objectives: To achieve the financial goals of
business. Fit the realities of the market place i.e.
Will customers buy at that price. Support positioning i.e. consistency with
other variables in the marketing mix. Cost determination ; every business
want to charge the price which cover its costs.
2. Pricing strategies:Premium pricing ; quality oriented
people want to buy on high pricesPenetration pricing ; it is to enter in
a market with low prices and building image
Skimming pricing ; relatively high prices at first and than lowers the price, especially to build high quality image
Economy pricing ; Low prices like Aero Asia The following diagram shows the pricing strategies::
3. Airblue Fares:Airblue charges according to
time that when you purchase an air ticket ;
The following tables show the fares of airblue domestically :
AIRBLUE KARACHI-ISLAMABAD FARE
FARE Other APT CED TOTAL
5,168 2,000 120 1,075 8,363 FULL
4,651 2,000 120 998 7,769 10%
4,134 2,000 120 920 7,175 20%
3,618 2,000 120 843 6,580 30%
3,101 2,000 120 765 5,986 40%
2,584 2,000 120 688 5,392 50%
2,067 2,000 120 610 4,797 60%
1,550 2,000 120 533 4,203 70%
1,034 2,000 120 455 3,609 80%
AIRBLUE KARACH-LAHORE
FARE Other APT CED TOTAL
4,420 2,000 120 963 7,503 FULL
3,978 2,000 120 897 6,995 10%
3,536 2,000 120 830 6,486 20%
3,094 2,000 120 764 5,978 30%
2,652 2,000 120 698 5,470 40%
2,210 2,000 120 632 4,962 50%
1,768 2,000 120 565 4,453 60%
1,326 2,000 120 499 3,945 70%
884 2,000 120 433 3,437 80%
AIRBLUE KARACH-FAISALABAD
FARE other APT CED TOTAL
3,210 2,000 120 782 6,112 FULL
2,889 2,000 120 733 5,742 10%
2,568 2,000 120 685 5,373 20%
2,247 2,000 120 637 5,004 30%
1,926 2,000 120 589 4,635 40%
1,605 2,000 120 541 4,266 50%
1,284 2,000 120 493 3,897 60%
963 2,000 120 444 3,527 70%
642 2,000 120 396 3,158 80%
AIRBLUE KARACHI-QUETTA
FARE Other APT CED TOTAL
2,590 2,000 120 689 5,399 FULL
2,331 2,000 120 650 5,101 10%
2,072 2,000 120 611 4,803 20%
1,813 2,000 120 572 4,505 30%
1,554 2,000 120 533 4,207 40%
1,295 2,000 120 494 3,909 50%
1,036 2,000 120 455 3,611 60%
777 2,000 120 417 3,314 70%
518 2,000 120 378 3,016 80%
AIRBLUE KARACH-PESHAWAR
FARE Other APT CED TOTAL
4,300 2,000 120 945 7,365 FULL
3,870 2,000 120 881 6,871 10%
3,440 2,000 120 816 6,376 20%
3,010 2,000 120 752 5,882 30%
2,580 2,000 120 687 5,387 40%
2,150 2,000 120 623 4,893 50%
1,720 2,000 120 558 4,398 60%
1,290 2,000 120 494 3,904 70%
860 2,000 120 429 3,409 80%
AIRBLUE KARACH-GAWADAR
FARE Other APT CED TOTAL
2,170 1,200 120 506 3,996 FULL
1,953 1,200 120 473 3,746 10%
1,736 1,200 120 440 3,496 20%
1,519 1,200 120 408 3,247 30%
1,302 1,200 120 375 2,997 40%
1,085 1,200 120 343 2,748 50%
868 1,200 120 310 2,498 60%
651 1,200 120 278 2,249 70%
434 1,200 120 245 1,999 80%
3. SERVICE PLACE Place refers to the physical location of
services are providing.Place includes;1. Distribution channel,2. Nature of channel,3. Number of Intermediaries,4. Airblue routes
5. Distribution channel: “A distribution channel is a set of
inter dependent organization involved in the process of making a product or a service available for consumption by the final consumer.”
2. Nature of channels:Direct marketing channelsIndirect marketing channels
3. Number of intermediaries:Airblue using exclusive
distribution, which is
“Giving a limited number of dealers the exclusive rights to distribute the company’s products in their territories.”
4. Airblue Routes:Source: Place from where it
takeoverDestination: Place where it is
landing
Airblue Domestic Routes:Karachi – IslamabadKarachi – LahoreKarachi – PeshawarKarachi –GwadarKarachi –Faisalabad
Airblue International Routes:
Islamabad - ManchesterKarachi – DubaiLahore – DubaiIslamabad – DubaiPeshawar – DubaiIslamabad - Abu DhabiIslamabad – SharjahLahore – SharjahLahore - Abu DhabiLahore – Muscat
4. PromotionAirblue is using the following Promotion
methods;1. Advertising 2. Sales promotion
1.Advertising:Any paid form of non-personal
presentation and promotion of ideas, goods or services by an identified sponsor.
Advertising have three objectives ;To inform,To persuadeTo remind
Airblue is using the following advertising media:
Television channels like GEO TV, ARY TV ,Dawn e.t.c.
Newspapers like Dawn, The News, and Daily Jang e.t.c.
2. Sales promotion:Announced rebates or discount of
money during purchasing of services or products.
Plan Ahead and save ; An offer which have low prices how early you buy or reserve ticket.
Frequent flyer program ; when you complete blue miles you will be offer special discounts, which motivates travellers to travel through Airblue.
5. PeopleTwo types of people are
included in service organizations which are;
Service producers ; provide services
Administration personnel
6. Physical evidence Physical environment:
furnishings , color, layout Facilitating goods and services:
meals during flight and pick drop service for Business class
Airblue is well furnished airline providing better meals and having better customer service
7. processPolicies and procedures adopted ;
radar system, wireless communication e.t.c
The degree of mechanization ; paperless transactions, no frauds are expected
Operational management ; operations of airblue are managed by well-qualified and trained employees.
SWOT ANALYSISThe SWOT analysis is the
process of analyzing organizations and their environments based on their strengths, weaknesses, opportunities and threats. This includes the environmental analysis, the process of scanning the business environment for threats and opportunities, which is considered as external factors, and the organizational analysis, the process of analyzing a firm’s strengths and weaknesses as internal factors.
INTERNAL FACTORS
EXTERNAL FACTORSStrengths
1. Leading Market Position
2. Brand Recognition
3. Superior Operating Structure
4. Network Presence
5. Hub airport at Karachi
6.Marketing and promotional strategy
Opportunities1. High dependence
on Passenger Revenues
2. Debt3. Reliance on Oil
Prices4. Low market
sensitivity in PIA
Weaknesses1. Route and
fleet expansion2. Growing
demand for Low cost airlines
3. Expansion of Freight Business
4. Customer loyalty
5. Shifting customer needs
6. Industry Recovery
Threats1. High Interest
Rates2. Accidents3. Strong
Competition4. Interest and
foreign currency exchange rates
5. Decline in airline industry
6.Political instability
7.Technology changes
Competitive environment
In analyzing competitive environment of a business we analyze the overall marketing programmes of competitors.
Airblue have the following potential competitors ;
PAKISTAN INTERNATIONAL AIRLINES ( PIA )
AERO ASIA INTERNATIONAL
SHAHEEN AIR:
GULF AIR
KUWAIT AIRWAYS
QATAR AIRWAYS
Existing situation of airblue
Second best airline in Pakistan80 daily flightsTotal computerized transactionsSelf check-in system at KarachiLong-route services i.e. Islamabad
to ManchesterLLC (low cost carrier)
Any questions aboutAIRBLUE
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