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Classic Airlines
Nikki Williams
MKT/571
June 26, 2012
Joe Wiemeyer
Classic Airlines Marketing Analysis
Classic Airlines the fifth largest airline with 8.7 million dollars in sales and servicing 240 cities (University of Phoenix, 2012) Classic Airlines is marketing their rewards program to foster frequent fliers and loyalty amongst their respective fliers. The airline is currently selling in a consumer market, trying to establish a brand image. A brand could be a symbol, name, sign, design, etc. used to identify the service or good of the seller. The brand becomes the staple for the company’s promise to deliver the expected product or service (Kotler & Keller, 2012). Classic Airlines proposed brand is based on customer focused services, which will be discussed later in the paper. (According to Kotler and Keller (2012), brand equity is the customer’s opinion of the brand, which may differ from his objectively perceived value. It’s stated that brand equity is the most important driver for customer equity because brand equity show how consumers feel and think about the brand which can lead to profitability for the company. To increase profitability for Classic Airlines and bring the attention back to the customers, the airline introduced the rewards program which offers members an opportunity to earn miles with all qualifying flights. It states 95% of Classic Airlines flights are eligible flights (University of Phoenix, 2012). This feature will allow more consumers to qualify for the program and feel inclusive in a reward program that actually works. Focusing on customers Classic Airlines choose to move towards the marketing concept, which is finding the right products for the customer (Kotler & Keller, 2012). Fliers have different level options based on the fliers needs, such as basic, silver, and gold member status. Marketing is defined as identifying and meeting human and social needs (Kotler & Keller, 2012). With the
Nikki Williams
MKT/571
June 26, 2012
Joe Wiemeyer
Classic Airlines Marketing Analysis
Classic Airlines the fifth largest airline with 8.7 million dollars in sales and servicing 240 cities (University of Phoenix, 2012) Classic Airlines is marketing their rewards program to foster frequent fliers and loyalty amongst their respective fliers. The airline is currently selling in a consumer market, trying to establish a brand image. A brand could be a symbol, name, sign, design, etc. used to identify the service or good of the seller. The brand becomes the staple for the company’s promise to deliver the expected product or service (Kotler & Keller, 2012). Classic Airlines proposed brand is based on customer focused services, which will be discussed later in the paper. (According to Kotler and Keller (2012), brand equity is the customer’s opinion of the brand, which may differ from his objectively perceived value. It’s stated that brand equity is the most important driver for customer equity because brand equity show how consumers feel and think about the brand which can lead to profitability for the company. To increase profitability for Classic Airlines and bring the attention back to the customers, the airline introduced the rewards program which offers members an opportunity to earn miles with all qualifying flights. It states 95% of Classic Airlines flights are eligible flights (University of Phoenix, 2012). This feature will allow more consumers to qualify for the program and feel inclusive in a reward program that actually works. Focusing on customers Classic Airlines choose to move towards the marketing concept, which is finding the right products for the customer (Kotler & Keller, 2012). Fliers have different level options based on the fliers needs, such as basic, silver, and gold member status. Marketing is defined as identifying and meeting human and social needs (Kotler & Keller, 2012). With the
References: University of Phoenix. (2012). Classic Airlines scenario. Retrieved from University of Phoenix, MKT571 website. University of Phoenix. (2012). Classic rewards frequent flier program overview. Retrieved from University of Phoenix, MKT571 website. Kotler, P., & Keller, K. L. (2012). Marketing Management (3rd ed.). Retrieved from The University of Phoenix eBook Collection database. British Airways. (2012). Retrieved from http://www.britishairways.com/travel/british-airways- and-iberia/public/en_us Wilson, H., Daniel, E., & McDonald, M. (2002). Factors for success in customer relationship management (CRM) systems. Journal of Marketing Management, 18(1), 193-219.