MARKETING REPORT

Principles of Marketing
Submitted to Miss. Sonia Naveed
By Group - 3
Azam Wahaj
Hina Basheer
Hadia Manzar
Sadia Ijaz
Yousuf
Zahid Anwar
 AERO ASIA

ACKNOWLEDGMENTS

First of all we would like to thank the Allah Almighty for giving us the courage and patience while
working on the report.
Then we would like to thank the following persons who helped us in providing the essential information
in completing this report:

General Manager Shoaib Hashmi

Marketing Officer Navead Saeed

By :
Azam Wahaj
Hina Basheer
Hadia Manzar
Sadia Ijaz
Yousuf
Zahid Anwar
 AERO ASIA

TABLE OF CONTENTS

TOPICS PAGE NUMBER

Introduction 1

Business Mission 4

Features of Aero Asia 5

Benefits of Aero Asia 9

Marketing Mix 10

Competitors 14

SWOT Analysis 15

Stage in Life Cycle 16

Recommendations 17
 AERO ASIA

EXECUTIVE SUMMARY

“Friendly People, Friendly Service”

Aero Asia is a subsidiary of the “Tabani Group of Companies” (an established and prestigious business
house). It commenced its operation from Karachi. Through the use of its dual bases in Karachi and
Dubai namely Jinnah International Airport - Karachi and Dubai Intentional Airport, Aero Asia serves
as the gateway to Asia and beyond.

Aero Asia is Pakistan’s best domestic airline. Customers are highly satisfied with the services that Aero
Asia is providing. It is rapidly building a reputation. Their frequently flight program gives the travelers
an incentive to become loyal to them.
On the domestic front Aero Asia initially operated to
Karachi

Lahore
Islamabad
Faisalabad

Multan
Peshawar
And internationally to

Dubai
Doha
Muscat

Abu Dhabi
Al Ain
Its special features include providing quality & fresh in-flight food services to the International
passengers; Aero Asia International has made special catering arrangements with reputable catering
houses at various stations. To cater to the comfort of passengers, they offer several facilities to make
flights comfortable for passengers. Aero Asia also provides services for old, sick and children.

They also arrange several tourist deals for Central Asian states to Pakistan and UAE.
The biggest threats for Aero Asia are Air Blue and Shaheen Airways. Because of the low fares and
better advertising campaigns.
To gain advantage over its competitors in future Aero Asia must increase its advertising and become
technologically advanced by upgrading its aircrafts to make its flights more comfortable for the passengers.
 AERO ASIA

INTRODUCTION

The 6th of May, 1993 would be remembered in the history of Pakistan Aviation as a landmark occasion.
It was on this day when a private Airline entered the nation’s skies with the dedication and commitment
to serve the traveling public. The airline was called Aero Asia International, a name that is now familiar
across Pakistan and the Gulf.
Aero Asia is a subsidiary of the “Tabani Group of Companies” (an established and prestigious business
house).It commenced its operation from Karachi. Through the use of its dual bases in Karachi and
Dubai namely Jinnah International Airport - Karachi and Dubai Intentional Airport, Aero Asia serves
as the gateway to Asia and beyond.

DESTINATIONS
On the domestic front Aero Asia initially operated to

Karachi
Lahore
Islamabad

Faisalabad
Multan
Peshawar

On the international network Aero Asia operated from Karachi, Lahore, Islamabad, Peshawar, Multan
and Faisalabad to
Dubai
Doha

Muscat
Abu Dhabi
Al Ain
 AERO ASIA

AERO ASIA FLIGHTS

Initially managed by a skeletal but dedicated team, Aero Asia operated two flights per day back in
1993, and soared high to become Pakistan’s largest private airline with over 650 domestic and international
flights per month. Moreover the route network is rapidly expanding and Aero Asia flies the largest fleet
of aircraft amid all the private airlines operating in the country.

RAPID EXPANSION IN UP-AND-COMING MARKETS

Generating growth in developing and up and coming markets is the key business priority for Aero Asia.
It already has a strong presence in developing and up and coming markets.

It provides essential safety and genuine service, which are the first purchases when traveling comes
to the mind it provides economical fares, which are most in demand when inflation is on the verge
everywhere; and it provides more classy in flight experience, which convince rising inspiration. Providing
the right service at the right time is their key to achievement.
 AERO ASIA

BUSINESS MISSION

MISSION STATEMENT

“Friendly People, Friendly Service”

Excellence in everything that they do is their mission, and to achieve this, they:

Put safety first – Maintaining the highest standards of safety and security to protect passengers.

Are customers focused – Providing customers with genuine service and hospitality every time
they travel with Aero Asia – a service that is personalized and tailored to your needs.

Are committed to people – Employing dedicated staff, people who want to be part of a young
and dynamic team, providing them with support and training to ensure their success, Aero
Asia success and people pleasure!

Are culturally aware – Epitomizing the values and hospitality of Pakistan, whilst understanding
and caring for people from all cultures and background.

Are financially strong – Growing their company aggressively and surely, so that travelers can
pride themselves on choosing to fly with Aero Asia Airways.
 AERO ASIA

FEATURES OF AERO ASIA

FRIENDLY AND COURTEOUS CREW

“Step into Aero Asia - Step into Pakistan.”
With an aim to make your every flight enjoyable and easy, Aero Asia’s well trained cockpit & cabin
crew are always ready to welcome you onboard. There you find your own people, your own culture
with traditional hospitality. Aero Asia’s gracious service is what is offered onboard flights. Every one
of the staff aims at providing all the travelers with the maximum comfort and courtesy possible.

YOUR COMFORT
To cater to the comfort of passengers, Aero Asia offers hot and cold beverages, towel services,
newspapers, magazines and special infant boxes etc.

DINNING
The menu is composed of especially selected and choice items that the chefs carefully cook using their
mastery of food preparation. The menus are prepared keeping the needs of the passengers in mind, and
are tailored according to the timings of the day. You will be served your meal with a special dessert
at lunch, delectably hot and nutritious food with salad at dinner, and a delicious breakfast on the morning
flights.

On other flights you will be served snacks accompanied with hot and cold beverages. For kids Aero
Asia offers a fun filled infant meal full of goodies, chips and other assortments that kids love and can
take home.
For travelers with special dietary requirements, they can request for a special meal when booking their
flight and Aero Asia will try their best to accommodate their request.
 AERO ASIA

FOREIGN CATERING SERVICES

To provide quality & fresh in-flight food services to the International passenger, Aero Asia International
has made special catering arrangements with reputable catering houses at various stations. Selection
of menu is based on passengers’ tastes and preferences. These reputable catering houses include:
Albert Abela - Dubai
Abu Dhabi Airport Catering Services Abu Dhabi

Oman Aviation Catering Services Oman

Al-Ain Catering Services Al-Ain

Interline Cargo Agreements:

Aero Asia Int’l runs cargo services on its international as well as domestic flights for several major
foreign airlines through Interline Cargo Agreements with the following airlines:

Emirates Airline
Gulf Air
KLM - Royal Dutch
Qatar Airways
Oman Air
Saudi Arabian Airlines
Singapore Airlines

In the near future Aero Asia will be offering a full line of online cargo and courier services which will
allow you to view the schedules, track your shipments at any time & anywhere, make on line reservations
and much more.

AERO ASIA CATERING SERVICE

Aero Asia is the only Private Airline of Pakistan with an established Flight Kitchen that provides hot
meals, snacks and refreshments for International as well as domestic routes. The Flight Kitchen has a
capacity of producing 4000+ meals daily with the help of its 100 skilled staff.
All necessary measures are strictly followed to ensure that only fresh and hygienic food is provided
to the valued passengers. The meals are regularly tested at the Agha Khan Laboratories - Karachi for
their nutritional value and quality control. Every delicious meal served onboard the aircraft is certified
‘halal’. Aero Asia International offers a variety of tasty culinary solutions to satisfy its passengers’
dietary requirements.
 AERO ASIA

SPECIAL SERVICES FOR OLD SICK & CHILDREN

Special Assistance (subject to conditions) provided by Aero Asia are as follows:

Young Passenger Traveling Alone & Escort Services

If your child is under 12years and you wish that he/she travels alone, you can request the
accompanied children facility offered by Aero Asia with special care and company provided
by trained Cabin crew.

Carriage of Sick and Incapacitated Passengers

Aero Asia does provide special services (on medical request or on case to case basis) to
cater for passengers who require special care, such as the aged, expectant mothers,
unaccompanied young children and the physically challenged.

Wheelchair
On-ground and in-flight wheelchair request can be made through reservation for physically
challenged passengers.

Tourism Service
Aero Asia’s Tourism Sections is among the largest tour operators in Pakistan, organizing
Local and Foreign packages for tourists in Pakistan.
 AERO ASIA

Club class
Aero Asia invites you to experience its Club Class Cabins, which provide the perfect way to begin your
vacation or business trip by combining functionality with a comfortable ambience. Add this to the
service from specially trained cabin crew and your journey with Aero Asia will be a memorable
experience.
Seat features
The Club Class seats with two-abreast seating provide for both privacy and comfort and will allow you
to sit or sleep in a very comfortable position…..So, sit back and enjoy your flight.
Cuisine
A business dinner can become a dining pleasure on the Club Class. Experience the luxury of dining
in the air with a wide selection of gourmet cuisine served on delicate fine china.

Should you have any special dietary requirements, please let Aero Asia know in advance and they will
try their best to meet your requirements. Your request must be made at the time of flight reservation,
and no less than 24 hours prior to departure time

Aero Asia invites you to experience the Club Class Cabins, which provide the perfect way to begin
your vacation or business trip by combining functionality with a comfortable ambience. Add this to
the service from specially trained cabin crew and your journey with them will be a memorable experience.

Economy class
Seat features
The Club Class seats with two-abreast seating provide for both privacy and comfort and will allow you
to sit or sleep in a very comfortable position…..So, sit back and enjoy your flight.
Cuisine
A superior dinner can become a dining pleasure on our Economy Class. Experience the luxury of dining
in the air with a wide selection of gourmet cuisine served on delicate fine china.

Should you have any special dietary requirements, please let us know in advance and we will try our
best to meet your requirements. Your request must be made at the time of flight reservations, and no
less than 24 hours prior to departure time
 AERO ASIA

BENEFITS

Aero Asia’s Service Now Starts At Your Doorstep!

Announcing
Aero Asia’s Free Drop service for it’s Club Class passengers

Free Drop
Passengers

Just make your Club Class booking and simply request a drop at your desired location.
Aero Asia will ensure that on arrival at your destination, transport will be waiting to drop you to your
chosen location.
Aero Asia International: Friendly People, Friendly Service

Travel & Tourism Packages

The Travel and Tourism Package includes boarding and lodging, tour guides and other related
services. They also arrange several Tourist deals for Central Asian states to Pakistan and UAE.

Chartered Flights
Aero Asia offers chartered flights for various countries for pilgrimage & religious festivals. In
recent years, the airline has also operated chartered flights for United Nation Peacekeeping
Mission, carrying Pakistani troops to Somalia, Bosnia and Baku.
 AERO ASIA

MARKETING MIX

PRODUCT
The in-flight experiences are the products of Aero Asia. These include

Economy class
Club Class

NATURE OF THE PRODUCT

The product is dependent on the season. During the calendar year there are some seasonal factors which
influence the sales of Aero Asia these are

Peak Season
Off Season

In peak season, sales from the economy class increase due to the smaller amount of fares, than the fares
of business and first class. However during off season, fares of business fares and those of first class
are reduced thus inexpensive compared to the service provided during the flight and in the business
class and first class lounge.

PRICE
The fares differ from destination to destination but are less as compared to other competitors.

Aero Asia goes to the following destinations

Karachi
Lahore
Peshawar
Islamabad
Faisalabad
Multan
Abu Dhabi
Dubai
Muscat
Doha
Al-Ain
 AERO ASIA

DOMESTIC FLIGHTS

Economy Class Club Class

Round Trip Fare (Rs.) Round Trip Fare (Rs.)

Karachi - Islamabad 4,420 Karachi - Islamabad 12,880

Karachi - Faisalabad 3,670 Karachi - Faisalabad 7,610

Karachi - Lahore 4,820 Karachi - Lahore 10,500

Karachi - Multan 3,020 Karachi - Multan 7,610

Karachi - Peshawar 2,970 Karachi - Peshawar 9,500

PLACE
Aero Asia is using concentrated distribution trends. Aero Asia is targeting high sales by the means of
creating awareness by the distribution from the outlets. Aero Asia is also creating awareness by means
of advertising campaigns and sponsoring concerts, indicating the expansion of their allocation as much
as possible.

INTERNATIONAL
 AERO ASIA

DOMESTIC
 AERO ASIA

PROMOTION

Aero Asia’s Night Saver flight offers the dual advantages of convenience and value. Passengers get a
full working day - no curtailed meetings, no unfinished work - and also fly a world class airline at a
fare that’s great value for money.

Currently, Aero Asia has night flights on the following sectors:

Sector Depart Arrival Days Flight Aircraft Class

Lahore – Karachi 2255 0040 Daily E4-121 B-737 C,Y

Islamabad – Karachi 2255 0110 Daily E4-105 B-737 C,Y

Aero Asia has started a frequent flight program for its regular passengers the member club. Designed
to offer benefits over and above what the passengers would expect as they truly appreciate their loyalty.
Each time the passenger flies, whether for business or pleasure, the accumulate points based on miles
towards the varity of inspiring rewards such as free drop service to their club members.
 AERO ASIA

COMPETITOR
The main competitor of Aero Asia and its way of competing in the Airline industry is described below

Air Blue
airblue
FARES
10% to 70% Discount Seating Select Flights, Limited quantity

Purchase via Website Discount 2%, maximum Rs 300 Discount

Accompanied Child, 2-12 with seat 50% of Adult Full Fare

Unaccompanied Child, 10-12, with seat 50% of Adult Full fare

Lap Infant 10% of Adult Full Fare

Infant with seat 50% of Adult Full fare

Up to 70% discount when you book early!

No black out dates or restrictions

Discounted fares are available on a first-come, first-served basis. The online flight reservations system
automatically retrieves all available flights and presents the lowest fares that meet your criteria.

Airblue currently offers affordable travel to the following locations within Pakistan:
Islamabad
Lahore
Karachi
Peshawar
Quetta
Nawabshah
International Routes
Karachi-Dubai
Islamabad-Dubai
Lahore-Dubai
Peshawar-Dubai

Economy Class Business Class

Round Trip Fare (Rs.) Round Trip Fare (Rs.)
Karachi - Islamabad 7,500 Karachi - Islamabad 15,100
Karachi - Lahore 6,300 Karachi - Lahore 13,500
Karachi - Multan 3,900 Karachi - Multan 7,350
Karachi - Quetta 3,000 Karachi - Quetta 5,750
Karachi - Nawabshah 3,600 Karachi - Nawabshah 7,000
 AERO ASIA

SWOT ANALYSIS

STRENGTHS
Aero Asia is the Pakistan’s best domestic airline.
Highly satisfied customer base.

It is rapidly building a reputation, fastest growing service.

Their frequently flight program gives the travelers an incentive to become loyal to them.
Customer orientation. (Low Fares)

Global expansion.
Financially strong as they are rapidly expanding overseas.

WEAKNESSES
Biggest weakness of Aero Asia is that they don’t have a fully developed marketing department.
Therefore, less advertising.
Expensive fares than the competitors.

Although they are promoting Pakistani culture by providing Pakistani food but they should also
provide non Pakistani cuisine as the international travellers like to eat other food also.
Technologically backward. They are still using the Old Russian aircrafts which are not very
comfortable for long distance passengers.

OPPORTUNITIES
New Boeing.
New overseas routes.

E-Booking offering time cuts for businessmen.

THREATS
Competitors have a better advertising campaign.
Air blue and Shaheen airways are the biggest threats for Aero Asia which are technologically
advanced.
 AERO ASIA

STAGE IN LIFE CYCLE

GROWTH STAGE

The Airline is growing at a very fast rate because the airline has increased its flights rapidly. It is also
expanding overseas.

60

50

40

30

20

10

0
Intro Growth
 AERO ASIA

RECOMMENDATIONS

Aero Asia should create more awareness about them by doing more advertising. They should
have a well planned marketing strategy in order to achieve higher sales. The in-flight relationship
should be better than those off their competitors such as those off Air blue and Shaheen Airways.

According to our survey conducted with in the institute, students were more aware of the features
of Air Blue then of Aero Asia. The reason behind this is the lack of advertising by Aero Asia,
which is the main source of communication between the customer and the organization.

Aero Asia should also pay more attention towards technological advancements. They should
upgrade their aircraft as the current ones are not comfortable for long flights. This is the main
reason why the customers are slowly trying to shift towards the competitors who are offering
more comfortable flights on aircraft like Boeing 737 and airbus A-320.