Explaining key concepts and terminology of marketing

Report

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Explaining key concepts and terminology of marketing-...........................................................3
Explanation of marketing principles and concepts-....................................................................5
Identification marketing program and strategies which helps the British Airways in gaining
their objectives-...........................................................................................................................7
Discussing cross-functional relationship of the marketing and various departments-................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Airline industry is business of the transporting the payed freight and passengers by air
with the regular scheduled route, typically by airplane as well as helicopters. An airline is the
company which provides the air transport service for freight and passengers for traveling.
Airlines use the aircraft for supplying those services and may also have alliance or partnerships
with any other airline by sharing code agreements. The importance of marketing in this industry
have been steadily rising as nowadays peoples are opting the airlines more for traveling and
transporting which saves their time.
British Airways is established in 1974. The company had its headquarter in Waterside,
Harmondsworth, United Kingdom. Alex Curz is the CEO of company. It is second biggest
airlines in whole UK based on the passengers carried and fleet size which is behind easyJet. The
revenue of company is £13,020 million in 2018. It is first passengers airlines who have generated
more than $1 billion in one single route during the financial year. The above report includes
explanation to marketing terminology, concepts and principles. Identification of marketing
strategies and various program which is helpful for gaining their objectives. Report ends with
cross-functional relationship of the marketing and various departments.
MAIN BODY
Explaining key concepts and terminology of marketing-
Product strategy-
The product strategy of British Airlines help company to retain their customers by
rendering them high quality services with amazing features and are innovative for the consumers.
They are continuously focusing on innovating their product and services. They offer the flights
to their customers which are integrated with the latest technology. It also has various classes in it
so that the consumer can enjoy the flight experience as per their budget and thus the individual
with minimum budget can also travel in their airplanes (Chernev, 2018). The different classes are
economy, business, premium economy and first class. They also provided their consumer with
class services which attract wide range of consumers to the company. The company also had
competition with the many other international airlines so they had to maintain their brand
position in the market place so that they can easily compete with them and maintain their brand
position among their customers. With the analysation of the macro environment they can also
cop up with the changing trend of the consumer in market place and develop new changes

according to the trend in market of consumers so that they offer amazing service to their
customers. They can make changes according to the countries in which they are implementing
their services so that they can satisfy their consumers easily.
Branding Strategy-
British Airlines value their employees just as they value their consumer. As if they
maintain good relations with workers so that they can raise their brand reputation. So the airlines
can maintain and formulate their culture and value they have in their business operation
activities. Airline sticks with its objectives and goals of company can be achieved by rendering
the same quality services to their customers and further maintaining the brand consistency and do
not affecting image of brand (French, 2017). For improvement and up-gradation in company's
consistency they had developed several guidelines for the brand. The another brand strategy
which is used by company is connecting with customers through emotions. They founded
various ways through which they can easily connect with their customers so that they can easily
enhance retain of consumer for long term period. The main purpose of company is to raise
competitive advantage and improving quality of the service which is rendered by them to their
customers. By which the airline's revenue can be increase and thus they can easily compete with
their rivals and can gain huge market share.
Promotion Strategy-
The content marketing is used by British Airlines which is helpful for company in
gaining attention of the consumers so that company's market share can be increase. It is the best
technique for getting satisfactory consumer satisfaction. Company can gain success due to their
strategy as they could share contents of attributes with audience which are targeted by them. It is
main part of digital marketing which is helpful for company in reaching bigger and raising the
awareness among consumers. So the British Airlines can increase their sales by offering their
customers such as various features in flights, safety to customers, amazing services in flight with
affordable pricing as compare to their airlines companies. They also allow their customers with
refunding of amount on cancellation of flights or tickets. This facility is provided to some of
there permanent and usual customers. They advertise through newspapers, advertisements
through TV and billboards. Their promotion activities are so classy and sophisticated as message
which highlight company and its brand image. They endorse the celebrities also for attracting the
customers to their airlines and enjoy their services (Gordon and Oades, 2017). The sports and