Airline Industry

3. Segmentation, Targeting, Positioning 3.1 Segmentation With regard to the airline indus movement the master(prenominal) part criteria used is behavioural air division. Indeed kin 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 will to get as closed to the client as possible. expediency divider is early(a) form of behavioural segmentation. In the advertisements, airlines try to provide what the customer take cares for when he or she books a outflow: 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 respiratory tract slogan (Appendix Qantas). Airlines in any case use other segmentation criteria such as: Psychographic segmentation: airlines quarry customers with specialised attitudes and lifestyles. Through the advertisements airlines fag di fferent categories of customers. For instance, BA targets upper-range customers (Appendix X) whereas Lufthansa Targets more issue class or lower middle class customers, which accounts for 50.7% of the UK population1 (Appendix cleaning lady wearing sun glasses). Demographic segmentation: some airlines target customers with high available 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 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 two airlines invested in new aircrafts such as the new Airbus A380. Emirates request 58 A380 from Airbus (Source website?) (Appendix Qantas A380). 3.2 Targeting 3.3 Positioning Throughout its advertis ements, Emirates clearly positions itself as! a Premium brand...If you want to get a full essay, run it on our website: OrderCustomPaper.com

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