Marketing Strategies of Air Canada

Marketing

Table of Contents
Marketing.........................................................................................................................................1
MAIN BODY...................................................................................................................................3
Key Marketing Concepts applicable to Air Canada....................................................................3
Marketing strategies that helped Air Canada to ..........................................................................4
Marketing Concepts that are being used in Air Canada .............................................................6
CONCLUSION ...............................................................................................................................8
REFERENCE.................................................................................................................................10

INTRODUCTION
Airline industry that provides services of air transportation to its customers and for this
purpose airlines use aircraft to transport passengers and freight. This report discusses about
marketing and its functions and factors associated with marketing. For the same purpose Air
Canada has been included in this report to discuss its marketing functions and factors that are
associated with its marketing. The Biggest airline of Canada in terms of fleet and passengers, Air
Canada was founded in 1937 and is headquartered at Montreal, Quebec. The company have
employed more than 30000 employees and earns a revenue of more than 18 billion Canadian
dollar. Fleet size of Air Canada is around 189. In context with its marketing it can be said that
As, the market is changing from sellers' market to buyers' market, importance of marketing is
growing day by day and airline industry is no exception for this. Due to increasing competition
on the basis of price and quality of service it has become very important that airlines focus its
marketing function so that they can achieve their objectives in the most effective manner. To
discuss marketing of Air Canada this report firstly include concepts and terminology being used
in Air Canada and later discuss strategies of Air Canada for marketing and lastly include
concepts of marketing like 7 P's and STP.
MAIN BODY
Key Marketing Concepts applicable to Air Canada
Marketing concept refers to philosophy concerned with marketing. There are various
concepts of marketing and key concepts that are applicable to Air Canada are as follows-
Product strategy- This strategy is concerned with design and development of product and
quantity and quality being provided by the company. Variety of the product mix on the basis of
price is also covered in product strategy. Air Canada being a airline needs to include its services
in its product mix. This services of Air Canada includes Scheduled and chartered travel for
passengers (Chen and et.al., 2017). Air Canada's flights and travelling services serves more than
200 destinations. Air Canada has divided its operation department in 4 parts on the basis of
services being provided by them these include Air Canada cargo, Air Canada express etc. other
offerings of Air Canada includes cargo service, domestic airlines, charter airline services, low
cost airline, Air Canada vacation aeroplane that provides services for vacation.
Branding- Branding means actions taken by companies in order to increase its value in
customers mind. Actions undertaken to build brand value that customers consider for a product

in relation with price being charged for the product and value that is being provided by the
product in comparison to prices being charged by the competitor and value that is being provided
by the competitor (Keller and Brexendorf, 2016). Branding helps businesses to stand out in
competition as customers value products of a company that is one of the important success factor
for any company and for Air Canada as well. Discussing branding of air Canada it can be said
that company has employed various strategies to create its brand and recent effort was to change
its brand and design of the brand as this is one of the most important factor which create identity
of the brand.
Promotional strategy- Promotional strategies includes strategies that are employed by
companies to promote its product and increase its visibility in audience and hoe company chose
to address its audience to purchase products of the company. This is very important aspect of
marketing of a company. Air Canada also employs various strategies for its marketing these are
Advertisements in traditional and modern form. Traditional advertisement consist of print
advertisement in newspaper and on TV as commercial advertisement. These are very effective
form of advertisement and are able to communicate message of the company to a large number
of audience at single attempt (Allegranzi and Pittet, 2017). Modern form of advertisement that
consist o digital-marketing and social media marketing. These are very effective in increasing
visibility of the brand to all those who are active on various social media sites. These marketing
strategies are not only effective in promoting brand but are also very cost friendly as the cost
incurred in this type of romotion is very less in comparison with traditional advertisement.
Societal marketing concepts- Relatively new concept of marketing this concepts considers
producing and selling goods that are required and needed to customers. This also includes
providing products of better value than competitors of a company. This concept base itself on
well-being of customers and society. Most of the companies including Air Canada follows this
concept and product strategy of Air Canada that divides its services in 5 classes is also based on
this concept so that they can provide services to all its customers as per their requirement.
Marketing strategies that helped Air Canada to
Mission of the air Canada states that it want to connect Canada to world. Vision of the
Air Canada states that they want to build loyalty through passion and innovation. Air Canada
also focus on few other aspects that are focus on safety, company's first and foremost focus is on
safety. Other important consideration of the airline is that their customers feel valued and