Airasia Marketing Strategy

1.0 Executive Summary

In this paper, the objective is to measure the effectiveness of Airasia, one of the best low cost airline in Asia by using several metrics. Through the survey,

The purpose of this report is to propose a strategic marketing plan for Media Prima Berhad which is one of the successful media company in Malaysia. Based on the SWOT analysis, Media Prima Berhad’s two main strengths would be the revenue of RM1.72 billion and margin of 47.8% in 2013, with the highest 54% of total market share. This strength is maintained by considering the product strategy; to sufficiently provide the customers with off-field-news pertaining to the upcoming FIFA World Cup event as live broadcasting will cannibalize its existing revenue. Although

At the beginning, Airasia owned 2 planes only and suffered losses about 40 million ringgit in year 2001. But the debt was settled quickly within a year and the aircrafts has increased by more than 70 until now.(Catherham F1, n.d.). in 2004, it becomes the listed company under the stock ticker ‘5099’.

Nowadays, it serves 20 countries through 154 routes and operates off 14 hubs in four countries(Malaysia, Indonesia, Philippines and Thailand). Airasia flies to more than 61 places with 108 routes and operates 400 flitghts daily from hubs located in Malaysia, thailand and Indonesia. until now, it has flown over 55million customers across the region. The core business concept adopted by airasia is no frills, hassle-free, low fare and low cost. Moreover, their slogan of ' now everyone can fly ' attracts more and more people around the region choosing airasia as their preferred choice of

airasia believes that it has established a dynamic and popular brand. The brand is positioned to project the image of a safe, reliable, low cost airline that places a high emphasis on customer service while providing and enjoyable flying experience. Through the branding advertising, airasia brand is well- recognized. Airasia 's brand name, image, values and low fares, no frills enhanced by co-branding and partnerships with leading companies such as DBS Bank Limited as well as malaysian celebrities. In addition of the effectiveness of its advertising campaign, airasia often receives coverage by local and international media, including the financial times, new york times, the wall street journal, the economist and fortune. the advertising investments have pave the way for strong brand awareness in markets airasia currently serve and plan to serve. a strong brand commands superior product diffrectiation, encounrages repeat custoemrs and customer loyalty, and is important for raising profitability for the