Air New Zealand Marketing Strategy

Content Page

1.0 Introduction 3

2.0 Company Overview 4

3.0 Marketing Strategy Overview 5

4.0 Environmental Scan 6

5.0 Competitive Analysis 8

6.0 Market Segmentation, Targeting and Positioning 10

7.0 Product Strategy 12

8.0 Pricing Strategy 15

9.0 Distribution Strategy 17

10.0 Communication Strategy 19

11.0 Website Evaluation 21

12.0 Strategy Assessment 22

13.0 References 23

1.0 Introduction

State that we are using the domestic market.

2.0 Company Overview

Air New Zealand was founded in 1940, known as Tasman Empire Airways Limited which delivered trans- Tasman flights. In 1953 it became jointly owned by the Australian and New Zealand governments. In 1961was totally owned by the New Zealand government and was renamed Air New Zealand and as of 2012 was owned by the New Zealand government by 73.3%. Air New Zealand’s hub is found in Auckland, New Zealand. Air New Zealand’s fleet includes 102 planes which service 54 destinations domestically and worldwide and carries over 11.7 million passengers annually.

Air New Zealand has many operating platforms which include a website which has sales and ability to book flights, a smartphone app available for iPhones which offers auctions on flights every Tuesday and grab-a-seat deals available every day. Air New Zealand also advertises on TV, in newspapers, on billboards and at travel agents. Air NZ also offers a frequent flier program called Airpoints, which won an award in 2009 for having the most innovative rewards program from Loyalty Awards. Air New Zealand has won many awards including most recently winning airline of the year in 2012 from Air Transport World.

Air New Zealand also has a carbon offset program with all contributions going to the purchase of wind farm credits in New Zealand, it also offers customers the option to donate Air New Zealand Environment Trust, which helps keep New Zealand clean and green with...