Airlines - 1

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2. Introduction
The purpose of this report is to compare and evaluate the adaptation of the marketing mix (MM) of two airlines with respect to a certain marketing tactic. Therefore, Etihad Airways, the national carrier of the United Arab Emirates (UAE) and the South African low-cost carrier Mango have been chosen for the comparison. Hence, brand positioning and awareness will be appraised as a marketing tactic for both airlines. Secondly, this report will compare and evaluate how these two airlines adapt product and promotion as part of the MM in order to establish brand awareness and positioning. 3. Introduction to Etihad Airways and Mango

Etihad Airways (EA) is the national carrier of the UAE and was established in 2003 (Etihad Airways, 2010a). It adopts the full-service carrier business model offering three distinctive classes of travel and an extensive route network (Etihad Airways, 2010a). Its major hub airport is Abu Dhabi from where it serves 64 destinations around the world (Etihad Airways, 2010a). EA is not part of any global alliance, however, it established a wide range of code sharing agreements, enabling the airline to offer a global network (Etihad Airways, 2010a).

Mango on the other hand is an airline that pursuits the low-cost carrier business model and is owned by South African Airlines (SAA) (South Africa Airways, 2010). It was set up as a low-cost subsidiary by SAA in 2006 to counteract the competition of newly established low-cost carriers in the South African market (Flightglobal, 2006). Mango only offers a single class of travel and currently serves four domestic destinations on a point-to-point basis (Mango, 2010a). 4. Brand positioning and brand awareness as a main marketing tactic Creating a powerful brand becomes increasingly important in the airline industry, because being a country’s national flag carrier is not enough anymore (Hanlon, 2007). Hence it is important that an airline emphasises its unique product and service features to...
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