Marketing Principles & Practices

This report discusses the marketing concepts and terminology suitable for British Airways, including product strategy, branding, and promotional strategy. It also explores the marketing programs and strategies that have helped British Airways achieve their objectives. Additionally, the report explains the two marketing concepts and principles used in the company's daily operations, namely the 7Ps of marketing mix and STP (Segmentation, Targeting, and Positioning).

MARKETING PRINCIPLES
& PRACTICES

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Marketing concepts and terminology suitable to British Airways..............................................3
Marketing Programs and strategies that help British Airways to achieve their objectives.........5
Two marketing concepts & principles used in company.............................................................7
Explaining relationship of marketing functions with other functional areas...............................9
REFERENCES..............................................................................................................................10
RECOMMENDATION.................................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Airline industry is high competitive market, in past 2 period the sector have expanded
and continuously expanding their routes, they earn profit and growth. Like the any other service
sector, UK airline industry cater services for the set price, the basic function of this sector is to
transport passengers as well as their luggages from one destination to another. They call for
renewed partnership with local and national authority to fund new sustainable fuels and aviation
technology. The Airline sector highly invest in carbon reduction and clean aviation technology,
they are considered to be the quickest mode of transport. The current report is based on British
Airways, it was founded in 1924, and considered as the biggest airline of UK after East Jet, they
flies to 183 destinations, but together with their partners they fly up to 600 locations. It is
established by British government to well managed two nationalized airline corporations, British
European airways & British Overseas airways corporation.
The importance of marketing in airline sector is growing more and more, it helps to
generate awareness, increase productivity and profitability. The importance of marketing is
growing in this sector, because of challenges that faced by airline companies due to low market
presence. This study justifies the marketing terminology and concepts suitable to company,
marketing programs as well as strategies that helped British Airways to achieve their objectives
and explain the two principles and concepts of marketing used in organization daily operations.
Furthermore, this report clarifies the cross functional relationship of marketing and other
departments in firm. It defines the recommendations for business improvement.
TASK
Marketing concepts and terminology suitable to British Airways
Marketing concept is philosophy that companies in Airline sector will analyse the
requirements of consumers and after that they can makHomburg, C., Jozić, D. and Kuehnl, C.,
2017e decision in order to satisfy those requirements or needs much better than business
competitors. In recent time, most organizations adopt marketing concept that help in growth and
success of firms within sector. According to Homburg, Jozić and Kuehnl, (2017) marketing
concept is the action taken to grab the attention of target market and also to bring attention to
British Airways offerings, it can be services offered and physical products for sales. Different
kinds of marketing concepts available for company that they can use in order to make their

business more profitable in Airline sector for longer period. Marketing terminology and concepts
applicable to British Airways mentioned below-
Product strategy-
It is bare bone preparation of stages to assure the goods reaches desired level or space,
suitable and appropriate product strategy helps organization in setting the correct direction for
their goods, it helps in deciding the basic components of products. British Airways is known for
full service international airline, they offer low fare with extensive worldwide route network
flying to located airports. Differentiation strategy is the best and suitable for firm, with the help
of using this strategy, they can be able to offer different as well as unique services or products to
consumers from their competitors (Widuri and Sutanto, 2019). British Airways offer better
pricing, quality services, appearance, quantity and after sales services as compare to its rivals. It
may add some more facilities and features in their products which they can offer to target
customers. Differentiation strategy is flexible while dealing with people, it can be changes
according to the demand of potential clients, it helps to offer better and quick delivery of goods.
In simple term, when firm used this strategy they are capable to remain different from other
airlines within sector.
Branding-
It is the procedure included in creating or developing the unique image for goods or
service in mind of consumers, mostly through advertising campaigns and programs with
consistent theme. The aim of branding is to established differentiated and important presence in
market that help to attract as well as retain loyal consumers for longer (Moon and Sprott, 2016).
In context of British Airways, emotional connections is the best way for setting the image of
Brand in consumers mind effectively. People are emotional in their purchasing choicer than
company think, emotion is the element that makes better branding strategies. With the help of
finding good way to connect with target customers on heavy level, British Airways can enhance
involvement and develop suitable relationship with consumers for long term. Company is
focusing on future and invest in development of their services, they enhance the performance of
staff and make them able to feel satisfied. In order to make the image of brand stronger within
marketplace, they can adopt different types of branding strategies that is suitable for them. They
can redesign the airline clients experience, that lead to 27% point growth in consumers
satisfaction scores.

Promotional strategy-
It refers to do with finding correct market for services or products and utilizing all aspects
of advertisement such as discounts and promotion used to promote goods to specific market.
Promotion of product is one of the marketing concept among range of system in promotional
plan that help to generate awareness in market. Promotional strategy which is suitable for British
Airways that is providing loyalty programs for consumers. By creating the loyalty system,
company will encourage potential flyers to become repeat consumers, booking additional flights
with them (Skowronek and et.al., 2018). Most firms in airline sector charge same fare for
identical trips, by letting people become eligible for perks by earning points, organization can
garb the benefits over competition. By being creative, company find that loyalty program
individuals book exclusively with business to increase their profit margin. Firm can add range
from seat upgrades, discounted parking spaces and perks airport lounge passes. Moreover,
British Airways can think outside their box for advertising that help to work or perform way into
their consumers daily lives. They can make the best airline advertising campaigns combined with
non-traditional as well as traditional methods so in addition to print and online marketing, that
makes organization presence stronger and known in community.
Marketing Programs and strategies that help British Airways to achieve their objectives
British Airways is flag carrier airline of UK, they fly across the world for more than 90
years. Provides the top quality services to consumers on all routes and classes of travel, improve
online services, to continue to build strong connection with consumers and increase market share
are the four objectives of company, that they can achieve by using suitable marketing strategies
& programs within ethical manner.
Marketing strategy is all business marketing objectives or goals combined into one
comprehensive plan.
Provide domestic flight coupon is the best marketing strategy for British Airways that
they can use to improve its online services rather than before (Chiu, Liu and Tu, 2016). By
focusing on their consumers who are able to provide benefits to business, company can improve
their online services. They can offer some discounts' coupon to passengers that help to retain
people with them for longer. Coupons on next flights bring British Airways more sales than any
other marketing strategies. When organization offer discounts, coupons and special, they can
draw more consumers to its business, it helps to increased traffic that usually leads to increase in

sales. With the help of this marketing strategy, people not only buy British Airways flight tickets
but also repeat and probably purchase it.
In recent time, people spend most of their daily time on social media sites where they can
get a lot of information in which they are interested to obtain. When company start stunning
social media campaigns they can build strong relations or connection of its consumers
effectively, it is one of their business objective which they can achieve throughout this strategy
(Garczynski, 2017). YouTube, Instagram and Facebook are the major social media platforms that
British Airways will use to reach their target people, it is quite beneficial for business growth.
Company will start paid advertising on above social media platforms, with paid ads they can
target people in particular areas, through these platforms firm can obtain targeted clients
effectively. The value that firm offer to its consumers is directly proportional to profit business
make, so they can begin giving real value to people via these social media sites. In practices,
company can create content on specific topic like what are the things that British Airways will
take care during its first fight. It is very helpful for all those who are travelling in flights for first
time. The article read by passengers will help in increasing profit, consumer read article post on
social media sites, and they definitely go to book ticket through company.
In addition to this, British Airways marketing team also create videos and post them on
social media platforms that help to create brand awareness rather than before. By posting videos
and proper guides about air travel, brand value of this company is going to skyrocket which is
beneficial for them. Firm have to make assure that they are reaching consumers on social media
to deepen humanize and relationship their brand. They have to find out which sites their target
market frequent and build page there. Organization can use those pages used by their consumers
to promotional updates and offer products, cater consumers services and give them fun behind
scenes look at their business. People love to hear about community initiatives airlines
contributing in and stories of workers going out of their way to satisfy their potential passengers.
Flight perks is the another marketing strategy, that British Airways can used to achieved
their objectives within airline industry (The 4 Best Marketing Strategies for Airlines, 2018).
Creating entertaining in flight experience with some attractive features like in seat systems that
play recent music shows, TV programs, Games and film, will give company consumers benefits.
For example, British Airways can offer their consumers iPads and tablets with different
entertainment options, that retain people for longer and increase profit margin. By incorporating

perks into marketing strategy, organization entice more passengers to business the next time they
are seeking for flight.
All the objectives of British Airways are achieved in ethical manner without making
harm to anyone. The content created by marketing department of company to promote their
products or services it to simple and easy to understand by every one, they target market based
on all segmentation without making differences based on age, gender and educational level.
Two marketing concepts & principles used in company
7Ps of marketing mix and STP are the two types of marketing concepts and principles
used in British Airways everyday organizational operations.
7Ps of marketing mix-
Product-
British airways provide high quality products or services to its passengers, they offer
transport of consumers from one place to another by flights as part of their marketing mix service
and product strategy. It consists of Boeing 777s, 747s and 787s that give array of in-flight
services. They offer airline services of premium segment, abundance of choice and broad level of
service customization is one of the biggest advantages of firm competitive benefits. The services
of offered by company is highly integrated with the latest technologies, the tickets is available
for different classes namely, business, first, economy and premium economy. British airways
provide entertainment service to its passengers. Beds, extra space, cabins and main meal courses
are provided by firm, offered service become luxurious and sophisticated with betterment of
travel class.
Price-
The core aim of British Airways is that everybody must be able to afford flight ticket
prices, the policy of pricing that give reasonable value to passengers. Pricing strategy of
company is described as differentiation. Airline charges high prices for their services compared
to budget airlines, the services of firm is perceived to be associated with greater quality.
Organization used geographical and promotional pricing strategy in its daily operations in
effective or occasional manner. The pricing strategy of firm is integrated to discount structure,
where executive club members provided reward flights on chosen destinations.
Place-

British Airways serves their services to more than 400 locations with fleet of 273 aircraft
that include Boeing 787s and others. They had the greatest presence in Gatwick, London city
airports and Heathrow, it utilized online sales channels to sell their tickets. Range of sales
support method offered by company include possibility to hold flights and price for up to 72
hours after flights booking. The services of its business is distributed through phone applications
and websites.
Promotion-
Airline sector of UK is hyper competitive, hence firms need to assure that they had to
follow appropriate strategy for promotion. British Airways promote the products or services of
their business through Billboards, TV advertisements and newspapers. The promotions of firm
are classy and sophisticated as content which highlights them. Since most passengers find it
convenient to book flight tickets online they have their mobile app and websites. Company
promote and marketing their services or goods through Olympic games as they are airline
partners for London Paralympic.
People-
British airways have sum of 40000 workers which includes 15000 cabin crew, 5500
engineers and 3600 pilots, they undergo tough simulations and tests for induction and selection
into firm. The cabin crew is hired from top hospitality organizations and undergo various
training once inducted into British Airways.
Procedure-
The company launched new ticketing service called e-ticketing because of which time
will take to book flight tickets become only one minute. It launched British Airway holiday that
offer nine kinds of holiday packages.
Physical evidence-
it is all about experience that British airways have to offer to its target consumers and the
best way passengers perceive brand. Physical evidence is the way service and product is being
offered, in context of company, the way lounges is designed, design of cabin, ambience of flight
and interior of flights is symbol of firm, the colour used in it all form physical proof.
STP-
Segmentation-

Market segmentation of British airways is divided into four categories, that is geographic,
demographic, psychographic and behavioural as the have number of passengers belong to
different segmentation areas.
Targeting-
Organization targets those people in market who are able to pay extra for some special
attention company delivers because passengers want that particular services or care they willing
to pay premium for that (Efthymiou and et.al., 2019). Firm targets several consumers segments
for their four level of services such as premium economy, first classes, economy and executive.
Positioning-
It refers to selection of marketing mix the suitable for target passengers segments, British
Airways follows multi segment focusing marketing strategy by providing four different service
packages to range of consumers segments.
Explaining relationship of marketing functions with other functional areas

Relationship of marketing functions to other functional areas in British airways
 Marketing is the set of institutions, activity and procedures for developing,
delivering, communicating, creating and exchanging offerings that have value
for people, business partners and potential consumers.
 ]Marketing function is the role that support company to determine and source
potentially successful goods for marketplace in which organization operates on
and them promote goods by differentiating them from same products.
 Although marketing function is work by specialized department but it on the
other hand comprise the entire organization. It is interrelated to other functional
areas in British Airways.
Marketing with Customer service department -
Consumer service representatives are accountable for managing and respondent
complaints of their passengers, they have to build effective Customer relation which is
one of the most important factor in any business for its survival. The British airways
marketing team focuses on the complaint handling, grudges of the customers in regard
of its product and suggestions as they maintain personal touch with passengers for
generating sales or even providing after sales. The marketing team bring people
consent again to form and by resolving it company manage as well as maintain healthy
relationship with their potential consumers. Marketing department have the data about
passengers which they can provide to consumer service representative that the can used
to manage and respond people effectively.
Marketing with Research and Development -
Research and Development in British Airways is the engine
within organization generating new innovations, ideas & creative products
and services in airline sector. Organization in need to sustain must
consistently conduct research and development program to make sure that
they are offering the best and reasonable products to its passengers.
Marketing department of firm helping research and development section,
in order to get appropriate information about market trends. The marketing
team of the firm is responsible to collect relevant information from the
market about current trend and demand & changes in services accordingly
to gain competitive advantage amongst its rivals destruct the chance of
standing outdated.
Marketing with Production/ Operations -
The operation or production department have maintained co-
ordination with marketing department as in British airways team of
marketing department focuses on selling tickets. Marketers in firm is
accountable for selling the products or services in stock for the purpose of
sales. Marketing team gathered information to operation team that they can
use to offer tickets accordingly.
Marketing with Human Resource -
Human resource department of British Airways is responsible to
assure having skilled and talented applicants in levels of the marketing
team to meet the research and development of new services or products
ideas, appropriate amount of marketing staff will that help to meet
production and sales targets. Marketing department create content for
promoting vacancies in order to attract new applicants for company, they
help HR department to obtain talented candidates. Human resource
department and marketing section work closely and together within British
Airways, in order to achieve business objective and gain competitive
advantages. In simple words, when HR and marketing work together they
both provide benefits from collaboration. These advantages translate into
benefits for workers, potential employees and consumers. When
organization marketing department required more applicants they directly
contact to human resource management, because they are able to hire
workers according to the demand with all skills relevant for specific job
role.
REFERENCES
Rajapathirana, R.J. and Hui, Y., 2018. Relationship between innovation
capability, innovation type, and firm performance. Journal of
Innovation & Knowledge. 3(1). pp.44-55.

RECOMMENDATION
 In order to improve the effectiveness in application of marketing strategies, British
airways must used current technologies for promoting their brand within target
marketplace.
 British airways should create their websites and online program including all information
available for passengers, that they peoWiduri, R. and Sutanto, J.E., 2019Moon, H. and
Sprott, D.E., 2016ple to book tickets.
CONCLUSION
From above, it has been summarized that by using different types of marketing concepts
and strategies, British airways can achieve their objectives effectively, which is quite beneficial
and helpful for its overall business growth. Furthermore, company segment, target and
positioning marketing by considering all the essential aspects that bring opportunity to grab the
competitive advantages.

REFERENCES
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Skowronek, D and et.al., 2018. Customer loyalty program with shared data and sub-programs.
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The 4 Best Marketing Strategies for Airlines. 2018. [Online]. Available through:
<https://aerospacemarketing.com/4-best-marketing-strategies-airlines/>