Presentation on Airblue

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