Marketing Management in Qantas Air Line

Running head: Qantas Air Line
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Qantas Air Line
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Qantas Air Line
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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