ABOUT US

AIR BLUE HISTORY:

Air blue is a private Pakistani airline based at Jinnah international airport Karachi. It started its
operations on May 24, 2004. It was the first private carrier of Pakistan to operate the airbus A320
when it initially started. Air blue has been expanding rapidly despite experiencing competition from
the other three airline operators in Pakistan. The airline mainly flies on domestic routes plus
internationally to Dubai international airport and also has plans to fly to the Gulf, UK, and USA.

SERENE AIR HISTORY:

SereneAir is a privately-owned Pakistani airline that began operating services in January 2017.
SereneAir operates scheduled domestic flights within Pakistan and its first international flight
departed for Sharjah, United Arab Emirates on 16 March 2021.

The Pakistan Civil Aviation Authority granted a license in March 2016 that permitted the
establishment of SereneAir. The airline received its first aircraft, a Boeing 737-800, in November
2016. The airline started operations on 29 January 2017, a week after obtaining its air operator's
certificate.The inaugural flight departed Islamabad for Karachi on 29 January 2017. Serene Air took
first delivery of Airbus A330-200 on 27 August 2020.

MARKETING STRATEGIES

AIR BLUE MISSION STATEMENT:

We will offer our customers cost effective transportation service within geographical areas and
market segments that can benefit from our services and will insure a return on investment and
growth rate consistent with current management guidelines.

SERENE AIR MISSION STATEMENT:

Serene Air is on a mission to rejuvenate domestic flying experience. With its avant-garde technology,
expansive destinations, eclectic cuisine and top notch service, serene air aims to provide an aviation
experience like never before.

AIR BLUE VISION STATEMENT:

Our vision is to make air blue the most admired airline in the world.

• Ensuring safety comes first.

• Providing service straight from the heart.
• Encouraging product leadership.
• Delivering superior financial return.

SERENE AIR VISION STATEMENT:

We aspire to provide travelers with a timeless journey, owing to our skilled and professional crew.
We look forward to welcoming you on board and providing you with a safe, comfortable, and
memorable journey.

GOALS AND OBJECTIVE OF AIR BLUE:

Air blue is currently using product quality leadership to attract new customers at higher prices than
domestic airline because their aim is to provide quality product and service. They provide quality
food, good word of mouth and comfort seats in airplane.

GOALS AND OBJECTIVE OF SERENE AIR:

A blend of excellence, ambition and customer care is what will God Willing propel of Serene Air as
one of the leading names in the industry and inspire travelers to experience serenity like never
before. Serene Air aims to give its passengers the best possible experience with the perfect on-time
performance and best services.

SWOT ANALYSIS OF AIR BLUE:

STRENGTHS:
1. Air blue is a low-cost carrier (LCC).
2. 98% punctuality of on-time flight departure.
3. Innovative e-ticketing and wireless check-in technologies.
4. Leading market position.
5. Operational efficiency.
6. Ranking.

WEAKNESS:
1. Engaged only in passenger service, whereas its competitor PIA is also providing cargo
services (SPEEDEX).
2. Not having its own repair and maintenance facilities.
3. Air blue’s sustainability, growth and revenues directly depend on oil prices. A steep rise in oil
prices can seriously damage the long term viability of any airline.
4. No Government contracts.
5. Debt.

OPPORTUNITIES:
1. Low fares enable market share growth.
2. Route and fleet expansion.
3. Expansion of freight business.
4. Very few competitors.
5. Customer loyalty

THREATS:
1. High interest rates.
2. Accidents.
3. Strong competition.
4. Threats of terrorism.
SWOT ANALYSIS OF SERENE AIR:
STRENGTHS:
1. Rapid technological adoption.
2. Strong market presence.
3. Increase in number of international passengers.
4. Fastest growing domestic routes.
5. Modern fleet.

WEAKNESS:
1. Revenue depending on fuel prices.
2. Limited international flight operations.
3. Brand awareness.
4. Burden of debt.
5. Limited fleet size.

OPPORTUNITIES:
1. International expansion.
2. Market growth.
3. Growing tourism industry.
4. Partnership and alliances.

THREATS:
1. Intense competition.
2. Economic factors.
3. Regulatory challenges.

SEGMENTATION OF AIR BLUE & SERENE AIR:

Market segmentation helps you divide your customers into groups that have similar needs, likes,
dislikes or purchasing habits so that you can create different marketing messages for different
groups.

1. Demographic segmentation.
2. Geographic segmentation.
3. Psychographic segmentation.
• As per life style
• Personality
• As per interest
4. Behavioral segmentation.
• On occasions
• On user status
• Loyalty status

TARGETING OF AIR BLUE:

Targeting is used to evaluate the potential and commercial attractiveness of each segment.

1. Criteria size
 2. Difference
3. Money
4. Accessibility

POSITIONING OF AIR BLUE:

The goal is to offer something that is bigger, better or more valuable than your competitors to a
particular market segment.

“Creating positive image of the product/service in the hearts and mind of customers”

Positioning can be done through Tag lines such as;

“Friendly people, friendly service”

“you and us, pride to travel”

TARGETING OF SERENE AIR:

1. Business travelers.
2. Leisure travelers.
3. High-income individual.
4. Domestic traveler

POSITIONING OF SERENE AIR:

Serene Air can position itself based on the following factors:

1. Reliability and punctuality

2. Superior service and comfort
3. Affordable luxury
4. Extensive domestic network