Optimal Marketing Mix of Etihad Airways

Marketing & Management

Introduction
• Marketing mix is important in determining the
overall marketing approach of the businesses
• Extended marketing mix has 7 elements
• Etihad Airways is operating in global scale.
• Reviewing their marketing mix will help to
identify both positive and negative factors

Product
• The core service of Etihad Airways is
providing flight services to the passengers
• Actual service includes airport lounge
services and dedicated facilities of on
boarding and off boarding the flight
• Usage of the latest aircrafts such as
Boeing Dreamliner and Airbus A380
• Points of differences are low with their
competitors

Price
• Premium pricing policy is being followed by
Etihad Airways
• Initiation of the premium pricing is helping
in higher profit margins
• Maintaining premium positioning in the market
• Market share and volume is limited

Place
• Etihad Airways is following intensive
distribution approach
• Etihad Airways is operating in the most
potential routes
• Losing out on different other potential
markets
• Ticket booking services are being provided
through different channels including the
online mediums and third party ticketing
agents

Promotion
• Etihad Airways is following extensive
approach involving all the available
mediums
• In terms of offline mediums, television
commercials and outdoor advertisements are
being initiated
• Online mediums include social media
marketing
• Sponsorship marketing is helping in
gaining larger market reach and exposure

Process
• Automated process of ticketing. Minimum
time involved
• Automated process of baggage management
and distribution
• Highly organized management of all the
business processes
• However, complexities in terms of the
coordination in global scale

People
• Etihad Airways is known for their people
management and diversity policies
• Employees are from different countries and
cultures
• Thus they are competent enough in dealing
with diverse customer segments
• Individual skills and expertise of the people
determines the service process quality

Physical evidence
• Services are having lower physical evidence
• Goodies and gift packs offered to the
passengers are the major physical evidence
by Etihad Airways
• Aircrafts with unique livery
• Dedicated lounge facilities and offerings

Conclusion
• Existing marketing mix of Etihad Airways
is effective enough
• They are posing positive results for the
brand
• However, a few elements are not competent
enough for long term viability
• These limitations are identified