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the importance of microsegments
One basic premise of a good job of marketing is to not lose sight of who the customers are and of their needs and preferences. The performance of a good segmentation of the target can become a valuable technique towards the identification of interesting business opportunities.
Sometimes the identification of even minority interests may be enough for building a new product or service or even a new business. One case in hand is Pyrenair, an airline designed with skiers in mind.
With the objective of meeting the needs of this very specific group it is now in its third season flying to Huesca, linking the Aragonese Pyrenees with Valencia, La Coruña, Palma de Mallorca, Madrid and via Barajas, the Canary Islands.
The initiative was the brainchild of two keen skiers who are well aware of the requirements of their target group. Juan Manuel Viu works for Iberia and among other feats, he participated in a Spanish expedition that crossed Antarctica on a kite-powered catamaran, while managing director Hugo Puigdefábregas was part of the Spanish national cross-country ski team. “We had this nice idea eight years ago – fun but a bit crazy too. It’s weird because in Spain there is no real culture of flying – unlike the USA or even France, where even your grandma takes the plane. Our original approach was much more bucolic, involving small aircraft and high altitude airports, but we soon realised that something much more commercial, profitable and practical was required.”
One of the keystones of their business lay in finding the right airport from which to operate; they finally settled for Huesca airport, starting operations in 2007. The airport is generally quiet but becomes a hive of activity on Friday and Sunday evenings which is when Pyrenair concentrates its services.
These schedules are designed for weekend travellers and those extending their stay to a full week. The demands of skiers accessing the area tend to be split between these two options. And though a flight does cost more than a car journey, the benefits, especially the trip back after a long, exhausting day on the pistes, have enjoyed a positive reception.
There are no baggage restrictions or extras for carrying equipment, a detail which is highly valued by users. Inflight customer care also includes catering specially designed with sportsmen and women in mind and up to date information on the state of the pistes.
Complete travel packages including accommodation and ski pass are being sold along with the flights.
The airline does not actually own the aircraft it operates; it has reached a commercial agreement with Air Nostrum to provide the service, which according to Pyrenair’s managing director is one of the keys to the airline’s survival and success.
“All the regional airlines are folding and I think largely that’s why. We move souls and let Air Nostrum be moves the metal”.
This type of business model geared to specific market segments can generate exciting returns and obtain high levels of loyalty given that it is aimed at a target with very specific needs – if these needs are met then customers will be likely to return and to recommend the service.
Many other applications can be taken into consideration, taking specific destinations and target groups into account. Perhaps getting away from the cold, the next step could be an airline specializing in surf destinations.
Sources.
http://www.nevasport.com/noticias/d/18420/pyrenair–una-compania-de-esquiadores-pensada-para-esquiadores
http://www.pyrenair.es/2009/paquetes/index.php
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