Shaheen airline

Competition analysis
Indirect competition direct competition
Air blue airline PIA
Emirates
Serene Air
Askari aviation
PIA marketing mix
Objective
Satisfying the loyal customers and bring back customers which shift toward the competitor
Increasing market share
(4 P’s)
Product
The product is physical also provide services. Which can be categorized as follow.
Seat services (for passenger)
Space services (for cargo)
Price
Price is the amount of money that customer willing to pay for the services.
PIA set their price on the basis on two type of situation.
Domestic routes
International routes
Domestic routes: price for domestic routes are fix by the government of Pakistan for PIA.
International routes: the price for international routes is set by international air travel
association (IATA). The IATA doesn’t allow any discount on any international routes.
Place
Marketing channel can viewed as a set of independent organization involved in the process of
making a product or services available to use. A distribution system is a key resources. PIA has
partially owned distribution system.
Promotion
PIA is not invested much in this area. They just use broches, newspaper and some TV. Agent
play important role in promotion as they convinces traveler to travel through PIA. Some
broches list is following.

 UMRAH made easier.

 PIA offer more flights to Jeddah in May, June and July for UMRAH.
 Pilgrims can enjoy comfortable and luxurious journey.
 Fly business class with a free tickets.
 Buy three tickets and get one free.
 This offer is available on international routes only.
 Discount for students on international and domestic seats
 25% discount offered to student on domestic seats and 10% on international seats.

Target market
Demographics segment

 Income segmentation
 Occupation segmentation
Geographic segmentation

 Domestic
 International
Behavioral segmentation

 Haji’s occasion
 Eid occasion
 New year occasion
 Loyal status
Psychographics segmentation

 Social class
 Tourist
 Religious travel