Airline Industry

3. Segmentation, Targeting, Positioning 3.1 Segmentation With regard to the airline indus endeavour the main(prenominal) part criteria used is behavioural air division. Indeed family with the brand is more than than essential. This is pretty well shown by the British Airways TV ad (Appendix X). In this advertisement British Airways is instinctive to get as closed to the client as possible. realize divider is opposite form of behavioural segmentation. In the advertisements, airlines try to provide what the customer have a bun in the ovens for when he or she books a escape: quality, reliability, online booking, flight schedule, sponsor flier programme and safety. This may be seen on the Qantas advertisement with its The World Most Experienced air hose slogan (Appendix Qantas). Airlines in any case use other segmentation criteria such as: Psychographic segmentation: airlines quarry customers with specific attitudes and lifestyles. Through the advertisements airlines butt joint different categories of customers. For instance, BA targets upper-range customers (Appendix X) whereas Lufthansa Targets more stub class or lower middle class customers, which accounts for 50.7% of the UK population1 (Appendix charr wearing sun glasses).

Demographic segmentation: some airlines target customers with high disposable income (Appendix to choose) and some of them target customers with average disposable income (Appendix Lufthansa, Virgin). Geographic segmentation: airlines try to satisfy their target customers by offering more routes in atomic number 63 (Appendix Lufthansa, BA, Virgin). Qa ntas and Emirates mainly use Australia as an! attractive destination to look at their services (put sponsorship Emirates Stadium + Qantas Welwyn below this). To do so, these ii airlines invested in new aircrafts such as the new Airbus A380. Emirates uniform 58 A380 from Airbus (Source website?) (Appendix Qantas A380). 3.2 Targeting 3.3 Positioning Throughout its advertisements, Emirates clearly positions itself as a Premium brand...If you want to get a full essay, pose it on our website: OrderCustomPaper.com

If you want to get a full essay, visit our page: write my paper