Marketing Management in Qantas Air Line

This essay focuses on the marketing aspects employed by Qantas Air Line towards meeting its set goals and objectives. It will mainly focus on partnerships, people, processes and physical evidence.

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Qantas Air Line
Institution
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Marketing Management in Qantas Air Line
Introduction
Qantas Air Line is the leading airline in Australia in terms of international destinations, fleet
size, and international flights. After KLM and Avianca, Qantas Air Line is the third oldest airline
globally. It was incepted in November 1920 but it started its global passenger trips in May 1935.
Qantas Airways has set exceptional standards in terms of customer satisfaction, engineering,
reliability, and safety (Airlines Sunstate, 2018). This company faces stiff competition from a
number of rival airlines that include Avianca KLM, Air India, Emirates, Singapore Airlines, Air
France, and British Airways. Qantas Air Line believes in transformation and moving together
with times has brought in novel innovation and modernization to emerge as one of the best in the
aviation industry (McLean, 2017). The main purpose of this essay is to look at some of the
marketing aspects employed by this company towards meeting its set goals and objectives. It will
focus mainly on only four 4Ps out of the normal 7Ps of marketing mix which include
partnerships, people, processes and physical evidence.
Partnership
Partnering to develop a company has become more appealing for marketers; in earlier periods
this was left entirely to business sales and development, but now marketers take an essential role
in spotting partners who can aid a business achieve access to new consumers, lend
trustworthiness to messages, and open opportunities to new markets (Kunitzky, 2011). In March
2018, Qantas Air Line announced S$5 million marketing partnership with Changi Airport Group
(CAG) and Singapore Tourism Board (STB) which was meant to endorse Singapore as a
destination as well as a linking entryway to Australia, Asia, and Europe. Through the comeback

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of Qantas’ London- Sydney services passing through Singapore from 25 March, the three-year
tripartite Memorandum of Understanding (abbreviated as MOU) shall ensure these parties
operate jointly on a progression of joint marketing promotions in Southeast Asia, the United
Kingdom, and Australia, and ultimately encourage travel on Qantas services through Singapore.
In his speech, Qantas Air Line CEO Mr Alan Joyce made it clear that the partnership is meant to
enhance the total number of individuals taking flights via Singapore from chief markets in the
UK and Australia (The Official News Room of Qantas Airways Limited, 2018).
Moreover, according to CMO, A ‘coalition loyalty business’ is the primary motivating power at
the back of the high rendezvous of Qantas Frequent Flyers. The company has converted a
customer loyalty program into a robust income stream with the aid of marketing partners like
Optus and Woolworths. Airline’s partners, like the main banks, Optus and Woolworths, buy
Frequent Flyer points as an additional service to consumers as part of its general rewards plan,
since they can easily see that this changes the manner their consumers in the market interrelate
with their brands. Tully said the Company calls this agreement a “coalition loyalty business”
which results in a “multitude effect”, as customers connect in the program in multiple manners.
For instance, ever since it was connected with Woolworths’ Everyday Rewards in the year 2009,
the Frequent Flyers association foundation has developed by approximately 80% (BONNIE,
2015).
People
One among the vital rudiments of the marketing mix is people. It refers to every person who is
involved in the service or product either indirectly or directly. Certainly not all of them get into
physical touch with the consumers (Lin, 2011). All these people have their unique roles to take

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in the distribution, marketing, delivery, and production of the service and product to the clientele
(Placeholder3). Qantas Airline Company, for example pompous itself in offering the exceptional
comforts and services and therefore, pays enough attention to the voyage attendants it selects to
be the face of the Company’s services. These attendants are adequately well-informed and
trained such that they devote towards Australia’s unique attitude and lifestyle (Johnston, 2016).
In addition, a vast significance is tied to wellbeing and security, and therefore every staff is
appropriately skilled in terms of safety procedures and measures to be taken in case of
eventualities. All the employees are trained for providing vigorous dedication and significance to
offer outstanding comfort for the people taking a flight. Qantas provides one of the most
thorough training schemes to its staff members, where people are checked upon cognitive,
mental, and physical scale of judgment, so that they can easily make decisions at dangerous
moments. A lot of concentration is given on collaboration, among the Company’s workers.
Being a global service provider, a varied peer group is there to work with, and so teamwork and
feelings of understanding are one main characteristic of the people at Qantas (Qantas Airways
Limited, 2018).
Qantas Company is creating an excellent customer service by creating experiences for them. This
has also encouraged existing customers to spread the word about their outstanding services and
they are winning many referrals. James, (2013) argues that customer service is all about offering
consumers what they are looking for that is what they need, when they need it, and in the best
way possible. If a company gives high-quality customer services, it has a bigger chance of
retaining and growing its customer base. Apart from spending a lot as a training expenditure,
Qantas Human resource department ensures that it has recruited the right group of people who fit
in their job descriptions. The Company considers employees as their most important asset. They,

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therefore, hire the right staff members that have the suitable skills and knowledge needed in
meeting the company’s set goals and objectives. As explained before, Qantas Airlines dedicates
a lot of resources in training their people. Training them helps the company get the most out of
the workers and increases their job satisfaction, which in turn helps them retain employees and
evade the expenditure of recruitment.
Processes
Process is another marketing element of the 7Ps.There exist various insights of the idea of
process within the marketing literature and business (Ivy, 2008). Some people see processes as a
means to attain a result, for instance – to attain a 40% market share, a corporation executes a
marketing planning process. In Qantas Company the travelers/ users, are able to make their ticket
booking either offline or online, via different portals available. After booking, the user’s ticket is
produced and additional information like timings and boarding or annulments are communicated
using the SMS. An individual can get on the flights as per the tickets, the indoors voyage
depends on kind of ticket bought. For comfy trips, first-class tickets offer all the comforts, from
drinks and food to pleasurable compartments to sleep TVs, and so forth. The flight attendants
ensure greatest care for the comfort level and wellbeing of the voyagers. The clientele
information bases are kept and the reliable clients are recognized to be awarded with some
discounts. On the airfield amenities like luggage handling and convey from airstrip to the station
are also processes carried under services (Expedia, Inc, 2018).
Physical evidence
As we are all aware, services are basically intangible when marketing. Nevertheless clients tend
to rely on physical indications to aid them appraise the service prior to consuming it.

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Consequently marketing departments come up with what we refer to as physical evidence to
substitute these physical prompts in a service. The responsibility of the marketing personnel is to
plan and carry out such tangible evidence. In other words, physical evidence is the material
component of a given service. Qantas Air Line, website, boarding passes, among others, all
constitute the component of the physical part of the brand. This particular physical evidence for
the products provided by Qantas is principally the clients who come back frequently for the
world-class services. The corporation provides luxuries cherished a lot by its clients and thus, the
people come back to it many times, as a result tickets sold to aged consumers and people using
‘Qantas frequent Fliers’, is one physical evidence for the sustenance of clientele (Qantas Airways
Limited , 2018). With its technical amenities and brand image, clientele have a preference for
this air travel particularly whilst travelling to Australia. In addition, its sturdy link with
Australian inventiveness and spirits assists in acquiring new clients. Tickets sold to new-fangled
clientele and augments in market share is physical evidence. Over and over again, Qantas has
travelled around many lands. Even now the Qantas international flights take trips to50+different
nations weekly. The growing presence in intercontinental lands is again another evidence for
success.
Conclusion
Qantas Inc acceptance of an integrated marketing management policy offers considerably ready
efficiencies and opens the door to concurrent client movements. Put into practice an all-in-one
marketing policy is not only aiding Qantas radically advance promotion turnaround times, it is
also opening the opportunity to real-time and personalised client engagement and
communication. Marketing strategy is a long-standing, highly developed advance to scheduling
with the elementary objective attaining a sustainable competitive edge. Well-calculated planning

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encompasses an investigation of the corporation premeditated initial condition before the
formulation, assessment and assortment of market-focused competitive position that results in
the firm’s objectives and marketing goals.

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References
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