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Transcript
Marketing Strategies (MKT500) Industry/Company Analysis Presentation Southwest Airlines Cevdet KIZIL Gokhan BAYKAL New Product/Service Development Expand service to Denver, Miami and Minneapolis. Short-haul, frequency, point-to-point and low fare service convenience. Similar in terms of daily departures and number of passengers (Phoenix, Las Vegas, Houston). These three cities are currently not served by Southwest Airlines. Target Market Moderate income No frill value minded No lower uppers, no upper uppers High raters of low price (consumer evaluation grid) Mainly consumer travelers rather than business travelers Marketing objective Increasing sales 3% in the first year up to 5% in the second year Entering Denver, Miami and Minneapolis cities. Pricing Strategy Penetration Pricing Strategy Higher volume with lower price. Best against price sensitive customers and existing & potential competitors No premium pricing. Distribution Strategy Direct Distribution No Intermediaries (e.g. travel agencies) Total quality control and lower costs Website/Toll-Free Call Center Marketing Budget Objective and Task Method On the basis of dollar amounts. Advertising and Promotion Pull selling strategy Newspaper ads TV/radio Bulletin boards Websites Newly painted planes Public Relations Events E-mail advertising Monitoring and Control Checking financials Monitoring market share in new markets. Analyze departure and arrival stats. Review safety stats Track website usage Control e-mail list subscriptions Online and face-to-face surveys Controlling plan as a whole annually
