Advertising, sales promotion, personal selling, public relations, and direct marketing comprise the promotion mix. These type of tools is used to communicate customer value and build customer relationships persuasively. With the correct blend of the promotional mix being used effectively,
• Enhancing the brand image of the product as well as the corporate image of the business. 2. Explain and outline the main methods of above-the-line promotion • Informative advertising – the focus here is to provide information about a products features, price, or other specifications to consumers • Persuasive advertising – this aims at convincing customers to buy one
By truly caring about customers’ needs, creative reward programs, personalizing interactions, marketers strive for a complete and engaging human experience (Kirk & McEuen, 2015). It became also clear that airlines use different approaches how to structure their frequent-flyer program, Lufthansa uses mostly Mercenary Loyalty and Southwest is focusing on True Loyalty. These findings are very valuable when structuring a new reward program, as different approaches target different customer groups and lay a completely different focus on how to achieve loyalty to the
CORPORATE SOCIAL RESPONSIBILITY Zodiac Aerospace intends to conduct a strong social policy based on integration through employment, respect for equality of opportunity, combating discrimination and promoting diversity. This mainly reflects the principles and values of the company. Zodiac Aerospace group operates in relation to its employees, clients and partners as an organization free of any form of discrimination. Stakeholder analysis of the company Zodiac Aerospace follows two main guiding principles in analyzing stakeholders: • Recognizing the responsibility of members of the Supervisory Board towards the Group’s shareholders • Increasing the group’s footprint on its global environment and consideration for all parties involved. The
During design of market strategies one must be aware of the impact of these regulations on airlines. Internal Variables 1) Customer Satisfaction-Customer satisfaction is one of the important factor while developing marketing strategies as in the end customer satisfaction only result in success of organization 2) Service quality-Service quality is an essential strategy for success and survival of any business organisation, as it can influence customer purchase behaviour and organisation
CHAPTER 4 STRATEGIC PLAN “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably With the start a new year almost upon us, it is a good time to review an airport performance against its marketing strategy. This is best done with a cross-organizational team as a working review session. Every marketing strategy needs to be consistent with the overall business goals of the airport for maximum effectiveness. Strategies must also adjust accordingly to the economic realities of today, including airline industry performance and overall demand for travel. Developing a marketing strategy is a time-intensive process that leads
Within the brand equity model the trustworthiness as an important attribute in assets the strengths of a brand. Consumer confidence is defined as the trustworthiness of companies and enterprises to communicate, and the company would be interested in whether the behavior of consumers. Consumers placed their trust in the high value as one of the brand equity. Swait et al (1993) said that the consumer’s implicit valuation of a brand in the market with differentiated brands, which are relative to the market with no brand differentiation. Brand’s act is like a signal or cue, which shows the nature of product, service quality, reliability and also the image or
MARKETING OBJECTIVES: Marketing objectives are the specific goals set by business to achieve its overall organizational objectives. They are a part of overall marketing plan. A business always keeps in mind its marketing objectives to promote its products/services to its potential customers. Every business’s objective is to satisfy customer needs, that’s why Air blue started E-ticketing system which was a new facility in Airline Industry. In this way, the market share also increases.
A brand is an outline, image, name, sign or every one of them together used to recognize the creator of the item. Buyer's recognition of the brand is an important part of an item that includes item esteem. For this item, we should look at what the bundling imparts about the item, as well as about the organization's image. How the item is displayed creates an impression about the organization. At the point when characterizing an objective business sector, having the learning of shopper purchasing conduct will help advertisers in the decrease of vulnerability and permit them to react better to client requests.
The organization remains committed towards protection & enhancement of the overall long term value for all stakeholders which include customers, employees, lenders and the society. The organization also acknowledges & appreciates its responsibility towards the whole society & has embarked on various initiatives to accomplish the same. The company has tried to achieve these objectives by adoption of competitive corporate strategies, prudent business & corporate plans & policies, risk mitigation & strategic monitoring while creating several balances & checks in the company that value people, equity, propriety & fair play. The organization follows sound business practices while conducting its business in a transparent way. Vision: To be the leader in Indian Aviation industry and be India’s ambassador to the entire world Mission: Leadership • Customer: o Safe, reliable and on-time services o Deliver highest quality of service o Epitome of Indian