Marketing Strategies and Concepts of British Airways

MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Marketing concept and terminology applicable to British Airways.......................................3
Marketing strategies and programs that helped organization to achieve business objectives5
Two concepts and principles..................................................................................................6
POSTER...........................................................................................................................................8
CONCLUSION AND RECOMMENDATIONS............................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is defined as the activity with help of which the products and services of the
company are promoted among the consumers with help of different techniques. In this
competitive world it is very necessary for the company to promote its products in attractive
manner to attain high consumer base (Shaw, 2016). The present report will outline the airline
industry and will specifically focus on the marketing of the British Airways. The airline industry
in UK is at boom and is growing as many different companies have joined the aviation industry.
The industry makes an increasing contribution to the development of the economy of UK
because this is a major earning sector in the whole economy.
It is very important for the airline industry to market its services majorly because of the
fact that there are many companies’ dealings in airline industry and for this the most important
thing is the advertising and promotion of products and services. Thus, the present report will
outline the key concepts and terms applicable on British Airways. Further the discussion will
take place on different marketing strategies and two of the marketing concepts used by British
Airways. Next the different relation of marketing function with other function of the company
will be discussed. In the end some recommendation will be outlined for the improvement of the
marketing and different theories of marketing.
MAIN BODY
Marketing concept and terminology applicable to British Airways
Marketing concepts is the plan or strategy that firms utilized to satisfy client’s needs, beat
competitors, increase profitability and sales rather than before effectively. It is belief that
organizations assess needs of their consumers first and foremost. Different types of concept and
terminology of marketing is available for firm.
Product strategy: Product strategy defined the clear map of services and products, British
Airways used suitable and appropriate product strategy for their goods. Firm clear in terms of
target consumers of products to plan activities required in order to reach decided position and to
achieve business goals within market. Range of product strategy is available for company, that
they can use for their products. Differentiation strategy, cost leadership strategy and cots or price
strategy (Jayaswal and Jewkes, 2016). British Airways is famous for full consumers service
global airline in their sector, company provide low fare with wider route network flying to placed
airports. Among several product strategy, differentiation strategy is applicable for this

organization. It allows firm to satisfy their passengers by providing unique services and products
which is much better than its competitors within industry. Through this strategy organization
offer good quantity, quality and pricing services to people, it helps to retain existing consumers
and garb the attention of new people towards purchasing flight tickets. The successful
differentiation strategy for product creates brand loyalty among existing clients. It permits form
to complete in area other than price, product differentiation strategy gains market share with the
help of perceived service quality and cost savings that create loyalty from passengers.
Branding: Branding is marketing concepts, companies used branding strategies to
promote their brand name or logo within market place. It is the procedure of creating different
name for products in mind of target consumers, via promotional plan and advertising on range of
sources with consistent theme. With the help of using suitable and appropriate branding concept,
British airways can strengthen their image effectively. It helps to established differentiated
presence of organization in market to attract loyal consumers and retain them with business for
long period of time. Branding is important for firm growth and success within their sector, it
makes memorable impression on people and target market and permits consumers to know what
to except from its business (Huertas-García, Lengler and Consolación-Segura, 2017). Strategies
related to this marketing concept is set of action plan that firm used to differentiate their services
or products from competitors. Brand extension is suitable approach for British Airways, which
they can used. It occurs when one of flagship brand ventures into new market.
Promotional strategy: Range of promotional strategies for product inform and influence
customer decisions, it support British Airways cater correct business information, increase sales,
differentiate goods and accentuate value for goods. It consists of plans of four promotional
components for example advertising, personal selling, publicity and promotion to put design into
practice. Organization have to design and create effective promotional strategy, which provide
many benefits to overall business. Suitable promotional strategy help firm to generate awareness,
through provision of products info, people become aware of accessibility of goods in market. In
simple words, it contributes to generate consumer traffic and build profits rather than before in
context of airline business. One of the best promotional approach is consumer or public relations,
it refers to creating positive business image in media (Cronin, 2018). With the help of making
good impression with public relations via social media and other marketing channels British
airways can retain passengers with them for longer. It is the procedure follow by firm to connect