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- marketing for airlines - Marketing services for airlines (english)
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code sharing as a competitive weapon
Code sharing refers to practice where a flight operated by an airline is jointly marketed as a flight for one or more other airlines. The main objective pursued with this is to increase the number of destinations available to customers without having to physically fly to them or the need for large investments.
Improvements in distribution are important because regular customers may sometimes require to fly to other destinations than those offered by the airline in question. Code sharing partnerships mean that this customer service becomes available, entailing at the same time a business opportunity.
The seat-booking systems of the airlines wishing to participate should be prepared for code sharing.
Usually two roles are delimited between the companies:
Operating Airline
Marketing Airline.
The operating airline sells its own operating routes, while the marketing company receives a commission related to the distribution expenses incurred by the company in selling the seats.
The most common modalities of agreement:
Free sale
There is free availability of seating for both companies and the marketing airline is set no sales limits. Revenue goes to the operating company, which pays a commission to the marketing company.
Block space
In which both airlines share the plane with an assigned number of seats to be sold by each company.
In this way each airline receives revenue from the sale of the seats. This modality can be carried out in two different ways:
Hard block, in which each airline is responsible for handling their own seats
Soft block, which allows the marketing airline to return any unsold seats.
As in any strategic alliance, the outcome will be favourable if lee el artículo completo…
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a wi-fi christmas gift at airports
It has become increasingly more difficult to do without an internet connection, both professionally and personally. It is for this reason that the possibility of wi-fi connections in airports and airlines is such an appealing proposal.
Google has made the wishes of many Internet users come true in the form of a Christmas gift. This is certainly going to have a major impact at a time of the year when many people are travelling and air traffic is intense. Free wi-fi will be made available at 47 U.S. airports up to the 15th January.
This scheme also has its share of seasonal goodwill. When travellers connect to the network at any of the airports participating in lee el artículo completo…
Otras entradas que pueden interesarte:
- airlines against high speed trains
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- code sharing as a competitive weapon
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- airlines and web 2.0
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cargo airlines-competition beyond price
Most freight carriers, including cargo airlines, have been forced to take part in a fierce price war. Many of them seem to believe that their pricing is their only value for customers and see no way out of this war.
Although to deny the importance of pricing would be absurd, we should not give in to fatalistic ways of thinking that there is no room for manoeuvre for actions to be taken and advantages gained.
Ideally each case should be analysed in order to identify opportunities and make suitable recommendations, but first lee el artículo completo…
Otras entradas que pueden interesarte:
- Strategic marketing for airports
- the importance of websites in the airline industry
- the importance of microsegments
- is low cost private jet travel possible?
- loyalty systems
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e-mail marketing
E-mailing as a marketing tool can provide highly effective results if the right strategy is employed. Austrian Airlines used this method to boost its sales resulting in the capture of around 11,000 new customers at a crucial time for the company, as the European Commission had just approved its merger with Lufthansa.
The campaign was conducted in two waves, one in spring and summer, to capture customers travelling for work or holidays and was designed to appear to the consumer when really needed, stated Paul Nowestein, founder of www.emailingnetwork.com, the company responsible for the campaign.
Nowestein went on to explain that the goals were the mailing of special offers in order to obtain brand notoriety and boost online sales in Spain as part of a strategy for capturing new niche markets,
The following are key factors in the results: lee el artículo completo…
Otras entradas que pueden interesarte:
- on-line marketing for airlines
- airlines against high speed trains
- glamour vs. pricing
- code sharing as a competitive weapon
- Strategic marketing for airports
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the corporate profile
Trying to compete where your product or service is identical to that of the competition is frankly complicated if not impossible. Or at least to do so with a chance of success.
One starting point for a successful marketing strategy is awareness of what makes you different and at the same time attractive and highly valued by your customers. These differential factors contributing to the value of a business are the key to success.
However these factors alone are not enough, you may know about them, your organization may know about them but everybody else may not. This is a problem faced by many businesses that may have the good fortune to be highly differentiated due to one or more of their peculiarities or attributes, but have been unable to get this across effectively.
Their products or services or way of going about things may have won their customers over but the situation is not fully taken advantage of by making it into their calling card. They do not make use of it at all times or with every format employed for reaching their audience.
The approach to organizing efficient communication of these values is through a corporate profile. By defining the profile, the personality of the company is allowed to materialize.
The profile should include: lee el artículo completo…
Otras entradas que pueden interesarte:
- Strategic marketing for airports
- the importance of websites in the airline industry
- loyalty systems
- managing communication in times of crisis
- airlines and experience marketing
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