Key Concepts and Strategies of British Airways Marketing

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