The Airline Industry & Internal Marketing: Part 1

Industry Sector Overview: A Highly Competitive Industry

  • Market Drivers

The Economy and Business Travel

Oil Prices: A Constant Fluctuation

Market Segmentation: Business & Leisure Travel

  • Internal Market Environment for Airlines: Geo-Location Bases Services

Capacity: Sector Is Becoming More Aggressive with Low Cost Carriers

Low Cost Airlines: South West Airlines & Ryanair Business Model

Positioning and Branding: A Need for Strong Strategic Direction and  Brand Differentiation

Reduced Competition: Increase in Consolidation and Alliances Among Airlines


  • Understanding the Customer Perspective

Overview: Continued Growth & Travel

Corporate Customer Perspective: the Importance of Punctuality and In-Flight Service

Personal Customer Perspective: Holiday and Leisure Breaks – Destinations and Prices

Creating Cult Brands: Building Brand Equity

  • Realizing and Fulfilling the Power of the Brand
  • Managing Elements of the Brand
    • Brand Position
    • Brand Promise
    • Brand Personality
    • Brand Story
    • Brand Associations
    • Brand Plan
  • Loyalty and Cult Brands: Creating An Emotional Bond with the Consumer
  • Cult Brands: Garnering a Higher Social Meaning
  • Typical Examples:

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