Airline & Airport Marketing

Management
By Paniraj Murthy
Nextstep Institute of Logistics & Aviation
Bangalore
What is Marketing ?
Marketing describes a complete philosophy for running a
business, based on the meeting of well- researched, well-
understood and genuine customer requirements.

Marketing research is the function that links the

consumer, customer, and public to the marketer through
information—information used to identify and define
opportunities and problems; generate, refine, and
evaluate actions; monitor performance; and improve
understanding of it as a process. It specifies the
information required to address these issues, designs the
method for collecting information, manages and
implements the data collection process, analyzes the
results, and communicates the findings and their
implications.
Marketing is absolutely essential for your brand.
But if you feel unsure of where to start, you aren’t
alone. There’s a massive amount of work and
thought that goes into a Marketing strategy.
However, it's helpful to have some guidelines to
serve as a foundation — principles that could help
you figure out the best course of action to market
your company.
 Marking Mix

The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the
market. The 4Ps make up a typical marketing mix - Price, Product, Promotion and Place. However, nowadays, the
marketing mix increasingly includes several other Ps like Packaging, Positioning, People and even Politics as vital mix
elements.
Marketing Principle
What Are Marketing Principles?

The 7 key marketing principles are:

• Product
• Price
• Place
• Promotion
• People
• Process (or Positioning)
• Physical Evidence (or Packaging)
The classic principles of marketing, known as the 4 Ps, were initially defined several decades
ago by a marketing professor at Harvard University. These principles — which consist of Product,
Price, Place and Promotion — can be traced all the way back to the 1940s, and make up the set
of resources that a company should use to market itself to its target audience.

While most people recognize the 4 Ps model, some use a version of these marketing principles
that’s geared more toward consumers: Consumer, Cost, Convenience and Communication.
20 years later, researchers revisited these marketing principles and lengthened the list, creating 7 Ps in total.
People, Process (or Positioning) and Physical Evidence (or Packaging) were added to the classic principles of
marketing.

Since the first 4 Ps are more applicable to tangible products, these additional principles are helpful for service-
based businesses. In some cases, people add even more principles — such as Productivity and quality, or
partners.

The 7 Ps should serve as a guide to help figure out the best marketing strategy for your business. These
principles will help you make decisions about what to sell, who to sell it to and how to retain customers.
Ultimately, they can leave a positive impact on your bottom line.
How do you attract customers in 2022?
Here are what I consider the top five ways to attract
your ideal client in the new year.
1.Visual Strategy. In our day and age, most first
impressions happen online. ...
2.Think Micro. Contrary to popular belief, big followings
are not always better. ...
3.Be Relatable. ...
4.Showcase The Value. ...
5.Utilize Reels And TikTok.
 What is airline marketing?
An airline marketing strategy is an overall business plan that aims to
reach prospective consumers and turn them into customers of the
services as well as keep existing customers engaged. When systematically
planned, the strategy covers the 4 P’s / 7P’s of
As in any other industry, airline advertising and marketing strategies
revolve around a value proposition. For example, Decan – an low-cost
carrier – has a value proposition that sounds like this “low fares airline.”
And it perfectly communicates to the customers what the company
stands for and how it operates.
The high-level goal of a marketing and advertising strategy for any airline
is to achieve a winning advantage over competitors by understanding the
needs of customers and adjusting the tactics to meet those needs. We’ll
discuss some of the marketing strategies adopted by airlines that help
increase their revenue and stay afloat.
Application of Marketing Principle to Airline
Management

The “4Ps” model is a powerful one, and describes much of

what an airline
must do if it is to apply the principles of marketing in order
to achieve business success. It does not, though, give a
complete description. it will be suggested that the
application of marketing should consist of seven interlinked
stages:
 The Customer

The cornerstone of successful marketing activity is that firms

should obtain full knowledge of their current and potential
customers. This knowledge needs to encompass information about
market size, demographics, customer requirements and attitudes.
There also needs to be an ability to forecast the future size of the
market, and any possible future changes in customer needs. The
processes whereby airlines seek this information will be those of
market research and market analysis
 The Marketing Environment

The nature of sound marketing policies will clearly vary according to

the constraints and opportunities provided by the external environment.
In analyzing a firm’s marketing environment, it is usual to use the
model known as PESTE analysis. This model categorizes the factors in
the marketing environment under the five headings of Political,
Economic, Social, Technological and Environmental. The analyst’s task
is to isolate those factors in the external environment which will have a
significant impact on the formulation of sound marketing policies and
to assess their implications. In this book, such an exercise will be
carried out for the airline industry in Chapter Three.
Strategy Formulation

Clearly, it will not be possible to define marketing policies without the

marketing input being a crucial one in the definition of a firm’s overall
strategic direction. This strategic direction must identify the firm’s
goals and objectives, the markets in which it will participate and the
methods it will employ to ensure successful exploitation of market
potential.
Distribution Channel Selection and Control
Once an overall strategy has been selected, the next three
stages should follow on logically. today’s aviation
industry offers airlines many possible routes to success
(and, interestingly, many different ways in which they can
fail). What matters is that a clear strategy is selected and
pursued steadily over the long-term. Each possible
strategic option will result in a requirement for a linked
set of Product, Pricing and Distribution decisions.
Pricing and Revenue Management

Product Design and Development

Selling, Advertising and Promotional Policies

Introduction – PESTE

The PESTEL analysis airline industry can help

them to have an idea about those conditions. It is
very crucial to do the PESTE analysis. It helps to
analyze the business condition and potentials of
any company or service. The user can get an idea
of the external conditions that can hinder their
growth or be catalytic in their growth. Like other
industries, airline industries are also get affected
by social conditions. The whole world is connected
via airlines. There are domestic and international
flights. For this reason, the aviation industry is
widespread and may get affected by different
external factors.
How do you market an airline company?

Here are four of the best strategies for marketing

airlines.
1.Providing Loyalty Programs. By creating a loyalty
program, you will encourage flyers to become repeat
customers, booking additional flights with your business.
...
2.A Creative Airline Advertising Strategy. ...
3.A Strategic Social Media Campaign. ...
4.Providing Flight Perks.