Mr Lyto

29 AIRLINES MARKETING

Structure

29.0 29.1 29.2 29.3 29.4 29.5 29.6 29.7 29.8

Objectives Introduction Understanding Airlines Market Marketing Planning Marketing Effectiveness Scheduling Pricing Distributing the Product ' The Promotional Mif

29.8.1 29.8.2 29.8.3 29.8.4 Advertising Personal Selling Sales Promotion Public Relations/Publicity

29.9 Let us Sum-up 29.10 Answers to Check your Progress Exercises

29.0 OBJECTIVES

After studying this Unit, you should be able to understand the: special characteristics of an airline's product, process of marketing planning and its effectiveness, importance of scheduling apd pricing in airline's marketing, and various ways of promoting the product.

-

29.1 INTRODUCTION

In the context of contemporary competitive market knowing the details of marketing becomes more essential and airlines marketing is a fascinating subject. The market share which an airline holds depends largely on how effectively you can market your product. The aim of this Unit is to familiarise you with the unique characteristics of airline's product and the various constituents of airlines marketing. This Unit deals with marketing planning, scheduling, pricing, distribution and promotion of an airline's product.

& .

29.2 UNDERSTANDING AIRLINES MARKET

-

There are certain common components in marketing services or product. However, in marketing it is essential to know the characteristics of your product before you go for determining your marketing strategy. Thus you have to first understand the special features of airlines marketing. Some of these are as follows:

i) Highly Perishable Product

-

The airlines product is extremely perishable as it cannot be stored for future sales. Once boarding is closed on a particular flight, all the unutilised seats on that flight go completely waste. Airlines profitability and success of marketing functionsdepends greatly on its ability generating traffic viz. passenger and cargo. to fill-up the...