Assignment

Of Brand Management Organization: Bhoja Airlines Submitted To:

Sir. Noor-ul-Mohsin
Submitted By:
Muhammad Hassan Bhutta MBA (Evening) 6th Semester MBE-09-72

INSTITUTE OF MANAGEMENT SCIENCES BAHAUDDIN ZAKARIYA UNIVERSITY, MULTAN.

Introduction
There are some exploratory factor analysis revealed seven brand satisfaction dimensions which are tangibles, price, core service, reputation, publicity, word-of-mouth, and employee. A researcher defined brand as a name, term, sign, symbol, design, or any combination of these concepts, used to identify the goods and services of a seller. In the Airline service industry, the brand name is the companys name, unlike having individual branding for tangible products. Therefore, in the airlines industry, we may sometimes find that the corporate image of the airline company is the airlines brand. These are some aspects regarding brand positing point of view that create a positive brand image in the mind of the customers, these are price, core service, feeling, reputation, employee, word-of-mouth, service cape, publicity, and advertising. And these factors can be affecting negatively if as a marketer we ignore these aspects.

Bhoja Brand Positioning

From day one, Bhoja has set out to be an innovative, modern, and customer-oriented provider of high quality air travel services. Their brand positioning is that of a leading, international and quality airline serving the global community, but for current scenario they are operating domestically. In regards to Bhoja customer segments, Today, air travel is affordable and accessible, and for Bhoja the whole world is their oyster. All customers are important to Bhoja, and they strive to provide them with the best possible value for their money, regardless of which class passengers travel in. However, theyve always considered the frequent business traveler the people who literally fly to work- as pivotal to our marketing strategy. Bhoja airline is building an operational and service approach of a truly global provider, delivering high quality service and boasting one of the industrys youngest and most advanced fleet that is winning it loyal customers worldwide.

Brand positioning Strategies

There are some strategies that may be the right ways of doing the things effectively. Some of are given as follows:

Deliver an outstanding service for customers at every touch point

They aim to provide the best global connectivity for their customers. They will build their presence in the top tier global cities, either directly or through our expanding network of airline partnerships.

Grow their presence in key global cities

Karachi is our home city, the emotional and financial heart of our business. To support this, they will look to influence government policy decisions, and work with the airport owners on the continued development of the infrastructure.

Build on their leading position in all over the world

Airline revenue streams will always be the core of our business. They will explore how we can develop new products and services which exploit our assets and capabilities, and meet the needs of our core customers and enhance loyalty.

Meet their customers needs and improve margins through new revenue streams
Long haul premium customers are key to their profitability. They will use their deep understanding of what is required to be their airline of choice to drive our design choices on product, network and service. They will also maintain a strong presence in the cargo, economy and short haul segments, which play a critical supporting role.

Bhoja Action plans:

Their business plan is built around their Global Premium Airline strategy, and defines in detail both what they need to achieve as a business, and how they need to work together. The plan is structured around five key themes like Colleagues, Customer, Performance, Excellence and Partnerships:

Colleagues
What they do to improve how they work together and how they develop our people so that they are a high-performing organization.

Customer
What they do to deliver an outstanding experience for all our customers. They will carefully monitor opportunities to adjust capacity as economic conditions allow, and they anticipate less

need to reduce flying outside the peak periods. They will ensure structural changes in the cost base are maintained by keeping controllable costs flat even as business conditions improve.

Performance
They will build on record-breaking levels of operational performance through continuous improvement of the way we plan and control the operation, including laying the foundations for improvements to a number of our operational systems.

Excellence
They improve continuously Subject to regulatory approval; they will implement a Joint Business Agreement with other airline companies to, deliver a range of customer benefits. The agreement will significantly extend the connections they offer, improve flight schedules, and deliver enhanced frequent flyer benefits, improved customer service and better disruption management.

Partnerships
They saw huge commitment to the success of PIA and Shaheen Airways right across the Company, including high levels of volunteering to support the operation through disruption. In 2013/14 they will look to build on this in a number of ways. They will work to boost the engagement right across the Company, rallying our colleagues with a drive towards ever greater customer service. They will continue to make targeted investments to improve the way we manage their talent, with the focus this year on the development of their front-line leaders.

Apology Letter
Dear customers, Bhoja Airlines deeply regrets this most unfortunate incident and expresses their heartfelt condolences to all the members of the families who have been affected and all efforts are underway with everything at our disposal. It was a gross oversight for which we accept full responsibility. To remedy this situation, we have already fixed our original error. We try our best not to make mistakes, but when they happen, we try our best to fix them.

We hope that this will make amends for the mistakes that were made. Rest assured that your unfortunate experience has helped us identify a major problem in our current scenario, which has now been fixed. If you have any questions about this issue, please contact us at 111-246-247 info@bhojaair.com.pk. And, on behalf of all of us, we are truly sorry!

Sincerely,

Bhoja Airlines