Marketing Mix Strategy And Analysis

Spirit Airlines, the leading ultra-low-cost, no-frills carrier; the worst all round Carrier charges for every service besides the basic fare. For this purpose, this paper will discuss the Carrier ticket distribution channels, pricing strategy and product promotion.

Flight Centre has been a company that has been able to withstand an increase in their profit margins. After a well presented perofmance from the years of 2005 to 2006, has helped flight centre to manage a record of $120 million pre tax profit, meaning a 4% improvment of previous years. On decemeber 21st before being 4% lower at the value of $49.8 million, the componys pre tax profit was 70.2 million, 10% higher than the years 2004 to 2005. This means that after tax flight centres profit for the year was 79.9 million, a $% increase.

Promotion is one of the key elements to the Marketing Mix and is used by businesses to communicate information about their product in order to meet specific promotional objectives. To effectively promote a product or service, a business must first decide which communication process is best suited to their target market (Palmer, 2004). There are many different communication tools which a business can use, all of which can be classified into one of two promotional categories.

The airline industry is one that has rapidly evolved both with regards to technology and product offerings. This paper argues that technological advancements, deregulation and competitive pricing and marketing strategies are what have driven change in regards to both Easy Jet airlines. Segmentation, targeting and positioning have also played a profound role within the evolution of the industry. Many companies, particular those that are broad based have experienced difficulties from more niche players. Low cost producers such as JetBlue and Southwest have developed targeted strategies that cater to a specific market. The paper goes on to explain how each of these factors affects and drives the strategic positioning of Easy Jet. Deregulation occurred to increase competition; competition in turn affects innovation in marketing and pricing as well as technology, yet this process has no specific order with regards to where the change starts as innovation and competition, can then affect the way the market is regulated (Morrison, 1995). The document first begins with a comprehensive industry analysis which discusses pricing changes and segmentation within the market. Yet with the advent of the Internet, brick and mortar travel agencies became basically obsolete as more and more passengers began choosing the cheaper online alternative. This new technology cut out the middleman, and also allowed airline industries to diminish their own costs by diminishing personnel,

Minimization of unit costs has ensured that the revenue outlay is maximized. This is done by minimizing irrelevant expenses like compensating passengers due to lost luggage, delays among others. Focusing on a given market segment in the economy has also enhanced the company to minimize costs associated with the advertisement of its services. In addition, easy jet plc is considered to be strong brand and its competitors have been outshone by the activities that the company’s management is undertaking in ensuring that the airline offers excellent services to its customers.

Abstract The aim of this paper is to identify challenge faced to Low-Cost Carriers (LCCs) or Low-Cost Airlines and provide new insights into the development and competitive strategy for LCCs. LCCs are still a relatively new phenomenon in Australia since Virgin Blue and Jetstar came to the market. There are over 30 LCCs have been launched since 2002 worldwide. In fact, LCCs have been very successful in the USA and Europe since 1990s. For example, in 1994 less than 3 million passengers flew on LCCs. In 1999, five years later, this figure had risen to about 17.5

Competition, Marketing Mix and pricing plays a major role in the marketing Most marketing plans are conceived to extend no longer than one year before the plan is reassessed for modifications, additions, subtractions or entire reinvention depending on constantly evolving business goals and circumstances. In fact, a properly implemented marketing plan is constantly being assessed by accurate and consistent tracking systems to evaluate the plan’s performance against expectations. This continual evaluation is performed so that ongoing adjustments can be made to improve the plan’s yield. the reason for this the rest of the elements of the marketing mix are cost generators, price is a source of income and profits.

Marketing is a fundamental part in transition of products from producers to consumer. This is where marketing mix plays a major role, it is also known as the 4p’s. The term "marketing mix" became often used after the famous Neil H. Borden published his article titled "The Concept of the Marketing Mix" in 1964 (McCarthy 1960 as cited in Anderson and Taylor, 1995) . A marketing mix contains four primary elements; these four elements are product, price, promotion and price. All of these four elements are required in a marketing mix. Each one of the elements affects one and another and they should always be connected together. Additionally, these elements are applied to a business marketing strategies and tactics. The marketing

Our brand name is Unique Scent and the product we are offering is customized perfume. We offer premium quality, using the best European ingredients and raw materials.

At the end, we conclude that the product ‘P’ is not the only important element in the marketing mix. No single element in the marketing mix carries more importance than the other. Each and every element ideally supports the other elements. There is no single element of marketing mix that works alone for any business. To create the right marketing mix, a marketer has to consider a product with right features, with the right price, make sure that the goods are at their right place on right time and promoted successfully. All the variables of the marketing mix are influenced with each other. They are used in constructing the business plan for a company and if all elements are placed rightly then success is achieved. In case if a single element goes wrong then it can lead to disasters. These 4 components are a part of marketing mix strategy because these elements are to be

LCCs (Low Cost Carriers) first emerged in 1950, by the Pacific South Airlines started offering nothing but low prices on air travel. Followed by the great success of Southwest Airlines from 1967 onwards, as well as facilitated by the liberalisation in air transport market, it has been in centre stage of the global civil aviation industry ever since. In spite of facing many challenges such as high oil prices, softening demand, surplus capacity, new participants as well as subsidiaries from FCCs (Full Cost Carriers) have been joining the main stream to survive, compete and dominate in airline business, mainly on short-haul routes. Given it’s nearly 60% cost advantage (Doganis 2001), some of them did succeed, for example, Ryanair from

For my customer services investigation I have chosen Air Mauritius. Traveling with them often has made me more aware of the airlines behaviour and consistency.

The Indian Domestic Aviation market registered a growth of 5% in FY 2013-14 with a total of 60.3 million domestic passengers carried during the year. Market share of Low Cost Carriers ("LCC") comprising SpiceJet, Indigo, Jet Lite, Go Air continued to increase at the cost of the Full Service Carriers. The market share of the LCCs increased to 64% in the domestic space, with ~25% CAGR for domestic passengers carried over the last 4 years. Indian LCCs (Indigo, SpiceJet) have also increased their foothold on International routes, making up ~20% of the passengers carried by Indian carriers on International routes. This clearly demonstrates that LCCs have the business model to drive growth and sustain its operations.

Classic Airlines consists of 375 aircraft that travel to 240 cities more than 2300 times per day with a workforce of 32,000 personnel. Classic Airlines’ revenue was in excess of $8.7 billion last year bringing in a $10 million dollar profit and establishing the airline as the fifth largest air travel company in the world. Despite good sales and profits, Classic Airlines has been receiving harsh criticism from their customers resulting in a 10% decrease in profit shares, reduction in customer loyalty, 19% drop in rewards customers, 21% reduction in flights and the lowest morale seen in recent years. Classic Airlines remains optimistic about customer flight travel but must find

It secured 5th position in India with a market share of 8.8%. It operates domestic passenger services to 21 cities with 100 daily flights. Growth of this airline is slow as compared to other low cost carrier such as indigo, spice jet etc.