Marketing Principles and Strategies of British Airways

Marketing
Principles

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is the activity of promoting, advertising and selling of products or services to
the potential customers. it is very important for achieving the objectives of making profit and
sales. The scope of marketing is huge which involves different types of methods for pursuing the
customers and reach them. In order to achieve the marketing goals of a company, there are
marketing principles which are followed (Jobber and Ellis-Chadwick, 2012). This comprises
elements of price, product, place and many more. These are helpful in formulating effective
strategies which can be applied for accomplishing the target identified in the marketing activity.
In this report, British Airways (BA) has been chosen which has the headquarters in
Hermondsworth, United Kingdom. It is known as flag Carrier airlines of UK and it merged with
Iberia in the year 2011 which created International Airlines Group. It is one of the major player
of airline industry in UK which rely greatly e on strategies formulated by it. This industry is
facing intense competition at current situation due to which BA and other competitors have to
change their marketing strategies. it has number of rules and regulations within which the
airlines have to operate. Earlier, the focus of every airline was negligible of customers demand
and needs because of the support from the government.
MAIN BODY
a) Marketing concepts and terminologies
Marketing concept refers to the philosophy which emphasize on analysis of the needs of
customers and development of strategies which can provide higher customer satisfaction. It is
imperative to understand the requirements of target customers in order to have competitive
advantage in the fuse competition. Furthermore, every organisation should review the adopted
marketing concept in order to make changes (Armstrong and et. al., 2014). Apart from this, there
are various terminologies which are used in a business to help it grow through the cut throat
competition and survive in the market for a long time. BA is an airline having strong position in
the market and provide services of good quality. It is a major shift in the traditional approaches
followed by the above mentioned company which helped it to design itself according to the
requirements of target audience. Some of the related market concepts and terminologies have
been described below:

Product strategy- It refers to the blueprint for document that describe an organisation to focus
on the development of product on the basis of needs and requirements of target customers. It
enables the company to assess whether the product is according to the marketplace or not.
Furthermore, 8 it helps in determining the significant effect that the goods are going to take on
the customer and the business. The products offered by British Airways are according to the
needs and wants of the buyers in order to satisfy them. These are available at a price which is a
affordable by a large number of customers. Some of the major flights are connected to all
destinations. Also it provides the customers with best possible in flight services on the basis of
comfortable seats, hot and fresh meals, drinks and even the entertainment. In addition to this, it
has divided the services into three classes for the customers such as gold executive class, silver
class and economy (Pride and et. al., 2012). These are helpful in in making the customer choose
the seeds and services according to the package as provided in the above mentioned classes.
Along with this, it has separate area in the lounges present in the airport where the customers
from gold and silver class can rest, spend quality time, access the facility of airport gym and so
on.
Branding- It is the identity of a company through which the customers get attracted to the
offered products and services. It is an important asset which holds huge value and every
organisation make sure to reflect the brand in such a manner that encourage potential buyers to
buy the services or products on a repetitive mode as compared to competitors. Huge investment
is made to enhance the brand image in the marketplace. In the context of British Airways, it has
redesigned itself to fit in the global perspective by undertaking culturally diverse branding. It is
using social media and other modes for promoting the brand by showing enhanced customer
services. It has made a strong position in the market due to the brand image which has helped it
gaining popularity among the competitors.
Promotional strategy: This is about reaching the customers by advertising products or services
with a view to attract them. There are different modes through which an organisation can
promote itself (Wei, Samiee and Lee, 2014). It should be designed which is suitable and cost-
effective to the entity as well as appropriate for the customers. British Airways uses direct
marketing strategy for reaching the target customers. With the help of this way it presents the
special charges, offers etc. To the customers. These include membership which can be upgraded
at a later date and can be e gained by signing up online. Apart from this, newspaper is also one of