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Air Asia Marketing Strategy

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AirAsia airline is the second national airline in Malaysia. It’s also known as the first popular low cost airlines which give possibility to everyone to fly anywhere. At first, AirAsia was maintained by DRB-Hicom, a government-linked company (AirAsia, 2008). Then, it sold to Tune Air because DRB-Hicom not able to take off. Tune Air is owned by Tony Fernandes and four entrepreneurs. Some of the entrepreneurs worked with the music industry which possibly enthused the name of the company. First of all Fernandes request for a license to operate the airlines from the government. But, it was rejected. Finally, Pahamin A Rejab, the former Secretary General of the Ministry of Transportation help Fernandes by presenting the case to Dr. Mahathir Mohamad. …show more content…

The first service marketing mix used by AirAsia to achieve their target market is product/ service. Product define as tangible, physical products as well as services. AirAsia organisation used AirAsia flight as their product to give good services to their customers based on the customer needs. AirAsia providing convenient service to make traveling easier and more reasonably priced for their guests. AirAsia give freedom to their clients to make bookings through a combination of ways known as good service provide by AirAsia to their customers. The examples of good service provide by AirAsia to their guests are as follow. The guests have freedom to book their own seats, check flight schedules and obtain latest updates on AirAsia promotions from the convenience of their mobile …show more content…

Price refers to the value of a product which attracts the buyer to exchange money to give value for it. The price of the AirAsia flight ticket is low fare and no frills. AirAsia’s fares are significantly lower than those of other operators. Example, AirAsia recently introduce 'Snack Attack ', a range of delicious snacks and drinks available on board at very affordable prices and prepared exclusively for AirAsia’s guests. The third service marketing mix used by AirAsia to achieve their target market is distribution or place. Distribution define as strategy of pass the products to the customer, looking at location and where a service is delivered. Currently, AirAsia flies to 12 destinations in Malaysia, using a fleet of seven Boeing 737-300s. By the end of the next fiscal year, it will have added four or five new domestic destinations, and increased the frequency of flights to existing ones. More interestingly, it will have started flying to secondary airports near Bangkok, Manila, Jakarta, and Hong

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