British Airways Integrated Marketing Campaigns

INTEGRATED MARKETING COMMUNICATION

Submitted by

Somi Singhai

2013C30

INDEX

Introduction 3

Current Positioning 4

Marketing Mix of British Airways 5

SWOT Analysis 8

The relaunch of the Brand 9

Integrated Marketing Communication

* Sales Promotion…………………………………………………………………………..11

* Advertising…………………………………………………………..……………………..11

* Direct Marketing……………………………………………………………………………..14

* Personal Selling…………………………………………………………………………...15

* Interactive Marketing.…………………………………………………………………….15

* Public Relations…………………………………………………………………………...17

Conclusion……………………………………………………………………………………….....18

Some Recommendations………………………………………………………………………...18

Bibliography………………………………………………………………………………………..19

INTRODUCTION

* British Airways (‘BA’ or ‘The Group’) is the UK’s largest international scheduled airline and one of the world’s leading global premium airlines. The Group’s principal place of business is London with significant presence at Heathrow, Gatwick and London City airports.

* BA also operates a worldwide air cargo business, largely in conjunction with its scheduled passenger services. Operating one of the most extensive international scheduled airline route networks, together with its joint business agreements, code share and franchise partners.

* BA’s vision is to be the most admired airline across the world’s key cities.

* British Airways (BA) is the flag carrier airline of the United Kingdom and its largest airline based on fleet size, international flights and international destinations. When measured by passengers carried it is second-largest, behind easy Jet. The airline is based in Waterside near its main hub at London Heathrow Airport

* It is a full service global airline, offering year-round low fares with an extensive global route network flying to and from centrally-located airports.

* In January 1972 a British Airways Board was established...