Key Concepts and Strategies of British Airways Marketing

This report explores the key concepts and strategies used by British Airways in their marketing efforts. It covers topics such as product strategy, market research, promotional strategies, branding, and more. Additionally, it discusses the marketing strategies and programs that helped British Airways achieve their objectives.

MARKETING PRINCIPLES
& PRACTICE

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Key concept and terminology of British Airway marketing.......................................................3
Identify the marketing strategies and programs that helped British Airways achieve their
objectives.....................................................................................................................................5
Explain two marketing concepts and principles used in British Airways..................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is the action or business of promoting and selling products or services,
including market research and advertising. It is the business process of creating relationships
with and satisfying customers. Airline industry is the industry which looks at providing the
services of the transpiration with the along the air. British Airways is the flag carrier airline of
the United Kingdom, headquartered at Waterside, Harmondsworth. British Airways was founded
in the year 1974 by the government of the UK. It is now owned by a company called
International Airlines Group. This report highlights the key concept and the terminology of the
British Airway marketing. After that the report goes on to highlights the different marketing
strategy and the activity which are performed in the organization with the sole motive of
achieving the organization and also highlights is the activity which are performed are performed
by looking at the ethical consideration. After that the report highlights the two marketing concept
of the British Airlines with the help of the 7p's of marketing and Segmentation, target segment
and positioning tool of selecting the customer pool for the organization.
MAIN BODY
Key concept and terminology of British Airway marketing
Marketing is the action of the business in which the British Airway makes the different
policy to sell and promote the product of the company in the market in such a way that the larger
number of the consumer in the market is aware about the product of the company. There are
many key concept and terminology of the marketing for British Airways. Some of them are as
follows:
Product Strategy: Product is the main and key concept for any company in the sector.
Product is the offering of the company to the market. Place, Price and promotion are the three
concept of marketing which are consider on the basis of the Product. Marketing team of British
Airways has divided the product of the company in three different categories so that the
company is able to satisfy the need of the customer in the market very efficiently (Kerin and
Hartley, 2015). The first category of the product is the flight and the ticket which is offered to
the customer so that they can travel from one destination from the another destination. This is the

primary product of the company. To be more efficient in the market company used to offer the
expected product also, which are complementary meal, drinks and onboard entertainment as a
marketing activity so that the customer feel satisfied in the Airlines. Also as all the customer
used to have the different need British Airlines has offered variety of the different classes such as
gold class, Silver class and blue class. The company used to decide the different offering in this
classes with the help of the marketing research which is conducted by the marketing team of
British Airways.
Market Research: It is the another key concept of the marketing for the British Airways.
As Organization used to dealt in the highly competitive market, marketing department of the
organization continuously used to research the market of the operation and on the basis of the
same different opportunity which are present in the market are ascertain by the marketing
department of the company. On the basis of that different product and the services in the
organization are shaped so that the need of the customer can be met efficiently in the market.
This eventually also help the company in improving the product line of the organization (Baker
and Saren, eds., 2016). This concept of the marketing also looks at identifying the category of
the customer which need to be targeted by the organization for the purpose of selling the product
of the company. As there are many different typology of customer used to travel in the flights of
organization.
Promotional Strategies: It is the another main concept of marketing policy of the
organization. As explained in the above section also that British Airways used to operate in the
highly competitive market the British airways uses the variety of the marketing strategies to
promote the product of the company in the market. British Airways always used to offer the
discount on the flight ticket in the festival season that is at the time of the Christmas. Also British
Airways used the mixture of the promotional platform to promote the product of the company.
British Airways promote the product of the company with the help of the social media marketing
and also with the help of the newspaper advertisement.
Branding: Branding is the another key concept of marketing for all the organization.
British Airways uses the two type of the branding strategies in the organization namely Name
Brand Recognition and Private labelling (Liu, Eng and Takeda, 2015). Organization also uses the
other branding strategies also but this two strategies are most commonly used strategy. Name
brand recognition strategy is the strategy in which the organization used to operate all the

function in the name of the company name that is British Airways. Private label is the label of
the company which used to be used at all the promotional tool of the organization. The reason
behind the same is that all the customer in the market can recognized the same.
Identify the marketing strategies and programs that helped British Airways achieve their
objectives
Advertisement: It is one of the important part of the marketing strategy of the British
Airways. In this marketing strategy, company used to develop the different advertisement which
used to define the different operation and the facilities which are offered by the organization for
the customer. British Airways used to advertise the product and the offering of the organization
at more than one platform that is social media, newspaper and television advertisement. This
helps the organization in covering all the categories of the customer in the market. As with the
help of the social media marketing organization is able to attract the eye of the teenager in the
nation. At the same time with the help of the newspaper and television advertisement the
organization is able to attract the other categories of customer from the market which help the
company in achieving the organizational objective (Eid, Abdelmoety and Agag, 2019). At the
same time the article of Molly Fleming, Highlights that the British Airways has to make sure that
they used to match the reality in terms of providing the services to the customer as per the
Advertisement published by them. As it is the ethical responsibility of all the organization that
they do not make the false commitment to the customer.
Social Responsibilities: It is the another step under the marketing activity of British
Airways which has helped the company in achieving the objective of the business. As goodwill
of the company use to play a very crucial role in the marketing of the organization. British
Airways also used to initiate the variety of the Social activity in the organization, so that they can
contribute to the social responsibility of the nation. This positively contribute to the goodwill of
the organization. British Airways uses the social message in the promotion to attract the eye of
the customer toward the company product. British Airways has teamed up with Comic Relief to
create the global charity partnership which is named as Flying Start. In this operation total
money which is raised with the help of the Flying start is given to the Comic relief who used to
funds the many project around the world, including UK. British Airways used to promote the
product by coating the line that, traveling in British Airway will help the consumer in

contributing toward social responsibility (Chaffey and Ellis-Chadwick, 2019). This short of the
charity by the company has build the good goodwill of the company which helps the company in
seeing the good amount of the customer in the organization which eventually help the company
in achieving the organizational goal ethically.
Relationship marketing: It is the another marketing strategies which are used by the
British airways to build the good customer base in the organization. In this marketing strategy
the company used to enhance the relationship with the existence customer and improving the
customer loyalty, this help the organization in seeing the larger number of the customer in the
organization and also pass on the message to the customer that the organization used to care
about them. This help the business in achieving the organizational goal very efficiently in the
organization (Mogaji and Yoon, 2019). To maintain the customer loyalty and relationship British
airways used to provide the online support system to all the customer to clarify any sort of the
issue which is there in the operation. As a result to improve the customer relationship in the
organization, British Airways has parted away with the customer relationship director Troy
Warfield and looking for other director to control the same. British Airways has commented that
Troy was a successor for the organization. It was understood that no prior experience in Airline
industry would have been big factor behind the removal of Troy.
Explain two marketing concepts and principles used in British Airways
7 P's of Marketing Mix
Marketing Mix refers to the set of actions, or tactics, that a company uses to promote its
brand or product in the market. The 7Ps make up a typical marketing mix: Product, Price,
Promotion, place, Process, People and Physical evidence.
Product: Product is the offering of the company in the market in the form of tangible
good or in the form of intangible services. British Airways used to offer the both the product and
the services in the market. The product of the company is the meal, drinks during the traveling
and services is to help the customer in there travel (Dean, Croft and Pich, 2015). British Airways
used to have the Luxurious interior, offering new and colours which used to excite the customer
and also organization used to check the quality of the product and services on regular basis to
offer good quality of the product.
Price: Price is the element at which the product of the company is offered to the
customer. British Airways offers the different classes of the travels to the customer who is

looking to avail the different services of the organization. The classes are economy class,
business class, first class. Prices of all the classes are very different, this allows a company to
attract the customer of all the financial group. Also British Airways always try to offer the travel
at the lowest price possible.
Promotion: It is the process in which the company look to make the people aware about
the different offering which is offered by the company in the market. Generally British airways
uses the Advertisement as the primary promotional tool in which they used to promote the
product on social media and in the newspaper (Richardson, 2018).
Place: It is the location or the market where the product of the company is offered to the
consumer to consume. British Airways used to operate in the global market with the help of the
direct distribution and indirect distribution both. British Airways used to sell the ticket of the
flight with the help of the direct selling and also with the help of the different travel agent as
well.
Process: It is the element which looks at the continuity of the operation in the
organization. British Airways has installed the different technology and also taken the help of the
cloud to attract to make sure that good quality of the services and product is offered by the
organization on regular basis.
Physical Evidence: British Airlines has there name and logo registered and trademarked
so that the customer in the market find it easy to differentiate between the other company
marketing. Also the organization used to develop and print the tickets of the organization.
People: British Airlines used to hire 14000 employee in the organization and also provide
them with the training on the regular basis to develop the different skill set in them. Also British
Airways used to provide the good wages and incentive to retain the employee in the organization
(Diamantopoulos and Siguaw, 2015).
STP
It is the framework which is used by the organization to find out the best categories of the
customer which can be targeted by the company for selling the product and the services of the
company in the market.
 Segmentation: British Airways used to segment the categories of the people on the basis
of many categories such as Geographic, Demographic, Psycho-graphic, behavioural and
Travel & Tourism industry Base.

 Target Segment: British Airways used to target the business class customer to sell the
service of the airways in the market. The biggest reason behind the same is that this
category of the customer who used to travel on more frequent basis as compare to the
other categories of the customer in the market. Also they are the one who used to avail
the expensive services of the airlines also (Rosson and Ford, 2016).
 Positioning: British Airways used to position the product of the company in the market
with the help of the advertisement on the different promotional platform such as social
media and also in the newspaper and television.
CONCLUSION
After going through the above report it has been summarized that there are many key
concept and terminology of British Airways such as product strategies which looks at developing
the different type of product to attract the customer. Market research which looks at collecting or
sourcing the different information from the market. Promotional strategies is the strategies which
looks at promoting the awareness and branding. After that the report goes on to summarized the
key strategies and the activity like advertisement, social responsibilities and relationship
marketing which used to help the business in achieving the organizational goal very efficiently in
the organization. Also the report summarized that there are some of the activity which are
performed in the organization to achieve the organization are performed by not considering the
ethical consideration of the organization. In the end the report goes on to summarized that British
Airways also used to use the different principle and model in the organization to enhance the
performance of the marketing activity in the organization. 7p's and STP are the two such type of
the model. 7 P's explain the different concept and aspect related to the product in the
organization. At the same time the STP has summarized the different category of the people
which are targeted by the organization to sell the product of the company in the market.

REFERENCES
Books and Journal
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marketing use: an empirical study of the UK exporting B2B SMEs. Journal of Business
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Richardson, N., 2018. Entrepreneurial insights into sustainable marketing: A case study of UK
music festivals. Strategic Change. 27(6). pp.559-570.
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Ensure its reality matches to its advertisement. 2018. [ONLINE]. Available through
<https://www.marketingweek.com/british-airways-customer-experience/>.
Troy Warfield removal. 2018. [ONLINE]. Available through
<https://www.marketingweek.com/british-airways-customer-experience-director/>.