Rules and responsibilities of marketing functions within British Airways.

Marketing is an activity of convincing potential customers or clients and the way of

communicating, creating, exchanging, and delivering messages or offerings that create value for
clients, customers, partners, and society in a great extent. Marketing doesn't always mean
advertising and promotion it also includes researching, distributing, and selling products and
services.
Identifying, differentiating, and promoting the potentiality of successful products are the
functions of marketing which is an integral part of any company. British Airways (BA) provides
the largest flight service in the United Kingdom. It is renowned as a leading airline company
which has flying routes to 400 destinations or more than that. To be a leader in the competitive
airline industry it follows marketing functions and strategies like marketing investment, product
innovation, customer feedback. It helps to achieve expected goals and objectives.
Let's discuss about the marketing functions applied in British Airways(BA):
1. Product Management: British Airways is renowned to provide high-quality service to
customers. Boeing 787s, 777s, and 747 are used to carry passengers and different kinds of
inflight services are provided with the latest equipment and technology. Flight tickets are
categorized into four classes named: economy, business, premium first-class, and economy.
2. Pricing of BA: BA sets its prices according to the affordability of the customers, pricing varies
depending on the destinations traveled and the earlier you booked the more discount you get.
3. Promotion of BA: As the airline industry is highly competitive BA promotes through
newspapers, TV advertisements, and billboards. Recently it has developed a mobile app and has
its website as well.
4. Placing/Distribution strategy of BA: British Airways has 273 fleets and it provides flight
service to more than 400 destinations. Including 40% slots, it is the most operational in
Heathrow airport.
5. Process in British Airways: Recently BA has launched an instant ticketing service called e-
ticketing. It provides cargo service for pets, perishable goods, and funerals as well.
6. Physical evidence of British Airways: Providing excellent quality of service and experience is
at the top priority of British Airways. The design of the cabin, flight ambiance, meals, and logo
integrated with quality products and services that carry physical evidence of BA.
7. People of British Airways: British Airways has a total staff of 42000 including 3600 pilots,
15000 cabin crew, and 5500 engineers. Pilots must undergo hard tests and simulations to fulfill
the selection criteria. Cabin crew also go through training and are recruited from renowned
hospitality institutes.
References:
1. Team, M., 2021. British Airways Marketing Mix (4Ps) Strategy | MBA Skool-Study.Learn.Share..
[online] MBA Skool-Study.Learn.Share. Available at:
<https://www.mbaskool.com/marketing-mix/services/17544-british-airways.html> [Accessed 3 May
2021].

2. Rahman, M., Rahman, M. and David, J., 2021. Marketing mix of British Airways (7Ps of British Airways)
| howandwhat. [online] howandwhat. Available at: <https://howandwhat.net/marketing-mix-british-
airways/> [Accessed 3 May 2021].