Sales and Promotion Assignment 2022

Running Head: SALES AND PROMOTION 0
QANTAS AIRLINE

SALES AND PROMOTION 1
Qantas airways limited is one of the largest airlines of Australia in terms of the international
flights and fleet size. The airline is headquartered in Sydney is offering its services to the
consumer since March 21.
The target market of the airline are mostly business travelers who travel domestically or
internationally. The business travelers are further on divided into routine, conference, emergency
business travelers. It targets another segment which is of leisure travelers which is divided into
weekend tourist and multiple destination tourist (Qantas, 2019).
The behavior of the consumers targeted by Qantas airline is-
Affluent class-
Those consumers who prefer travelling with the airline prefer luxury over anything, they are the
ones who are ready to pay any price for a luxury travel. They look for their comfort and top-
quality world class services.
Safety is the highest priority-
The travelers travelling with the airline look for the safety of their belongings and matters as the
airline provides the topmost safety in all aspects to its customers.
A stylish brand to be associated with-
The features that the airline provide to its consumers make it one of the most desired airlines to
its customers. The uniform of its flight attendants, its décor and the deliverance of its services
make it one of the best names to be associated with.

SALES AND PROMOTION 2
The earnings of the Qantas airline are depicted in the above graph
Source: (Statista, 2011)
The airline is one of the most premium airlines in Australia which has the association of around
nine million members (Friedmann, 2019).
The application of marketing theories to evaluate the effectiveness of the Qantas Advertisement (
Rucker, 2017).
AIDA Marketing theory-