Airline Industry

3. Segmentation, Targeting, Positioning 3.1 Segmentation With regard to the airline indus sieve the primary(prenominal) part criteria used is behavioural air division. Indeed kind 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 unbidden to get as closed to the client as possible. avail divider is opposite form of behavioural segmentation. In the advertisements, airlines try to provide what the customer numbers for when he or she books a escape valve: 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 airway slogan (Appendix Qantas). Airlines in any case use other segmentation criteria such as: Psychographic segmentation: airlines quarry customers with particular(prenominal) attitudes and lifestyles. Through the advertisements airlines propo se different categories of customers. For instance, BA targets upper-range customers (Appendix X) whereas Lufthansa Targets more effect class or lower middle class customers, which accounts for 50.7% of the UK population1 (Appendix muliebrity wearing sun glasses).

Demographic segmentation: some airlines target customers with high liquid 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). Qantas and Emirat es mainly use Australia as an attractive des! tination to look at their services (put sponsorship Emirates Stadium + Qantas Welwyn below this). To do so, these twain airlines invested in new aircrafts such as the new Airbus A380. Emirates reproducible 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, ordering it on our website: OrderCustomPaper.com

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