Airline Industry

3. Segmentation, Targeting, Positioning 3.1 Segmentation With regard to the airline indus yield the of import part criteria used is behavioural air division. Indeed descent 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 ordain to get as closed to the client as possible. utility divider is different form of behavioural segmentation. In the advertisements, airlines try to provide what the customer requires for when he or she books a evasion: 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 passage slogan (Appendix Qantas). Airlines in any case use other segmentation criteria such as: Psychographic segmentation: airlines quarry customers with special attitudes and lifestyles. Through the advertisements airlines station different categor ies of customers. For instance, BA targets upper-range customers (Appendix X) whereas Lufthansa Targets more means class or lower middle class customers, which accounts for 50.7% of the UK population1 (Appendix charwoman wearing sun glasses).

Demographic segmentation: some airlines target customers with high usable 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 us e Australia as an attractive destination 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 say 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, run it on our website: OrderCustomPaper.com

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