Marketing in the Aviation Industry

Marketing in the Aviation Industry

Introduction

While marketing is a universal tool that any business or industry can use , the methods can greatly differ depending on the type of company formulating the marketing plan . The aviation industry is not an exception . Today , the airlines industry is much more competitive . It is no longer run by few big carriers there are now small carriers who are taking considerable portions of the flying market . Thus , it is important for airlines to have a realistic and attainable marketing plan that will coordinate with their

goals and services . Comprehensive marketing ensures that the airline is noticed and remembered - and here size is never an issue

Big and small airlines are struggling for their market share amidst a country in recession , energy prices on the rise , and growing competition . Marketing is essential for them to create the best possible outcomes for their companies . Without marketing , or with the lack of it new and better players are easy to divert and gain consumer attention Marketing is a game and for an airline company to succeed , he must have the rules right

The Marketing Game

It can be said that all airlines have specific basis for their marketing strategies . Some focus on the prices , some highlight the service , some segment their markets and key in on specific features that try to win their customers . This explains why marketing strategies for airlines cannot be universal . Airlines have different capabilities . In the same way , customers have different needs and wants . While it is not always possible for an airline to meet these needs and wants all the time , it is essential for the company to specify the areas where they can serve best . There are specific marketing tools that can be used depending on what image the carrier is trying to portray

Fare Marketing

This is the common ground of the big and the small airlines . Regardless of size , carriers are always marketing through fare discounts , free seats , or seat sales . However , there are low-cost carriers whose main marketing and seat-filling strategy is to offer lower fares all year round . Thus , they have more focus on pricing than their bigger and non-low-cost counterparts . In a struggle to get by , some airline companies embrace the competition by offering their own low-cost carriers . Delta Airlines ' Delta Express is a classic example . By keeping overhead expenses low , including the salaries of its employees , they are able to create and market competitively low fares (Exploring marketing with Delta Airlines as a case study nd

However , Leney (2001 ) asserts that airline fare is just one angle in choosing an airline . He asserts that service is essential too . Indeed low-cost carriers may not be fully capable of hauling long non-stop flights , and they may not be able to give full extended services to customers as compared to the bigger albeit more expensive airlines There is no question about the service of the cheaper airlines and the small ones . However , price is not the only thing...