British Airways: Comprehensive Marketing Plan for New Service Launch

This report presents a marketing plan for British Airways, focusing on the introduction of new onboard services. The analysis begins with an introduction to sales and marketing principles and then delves into British Airways' objectives, including improving brand image and increasing market share. The main body of the report outlines the company's aim to enhance customer loyalty through technological advancements and improved service delivery. The core of the report involves the application of the STP model (Segmentation, Targeting, and Positioning) to the new service, followed by a detailed examination of the marketing mix (Product, Price, Place, and Promotion). The report also explores the new product development process, including idea generation, screening, concept development, and commercialization. Finally, the report concludes by emphasizing the importance of innovation and a well-defined marketing plan for organizational growth and success in the competitive airline industry. The report uses various academic sources to support its findings.

Principles of Sales &
Marketing
1

INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Targeting:...............................................................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................5
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INTRODUCTION
Principles of sales and market are inclusive of different type of marketing and sales ideas
through which organisations can conduct their services with the help of efficient marketing
strategy. These are known as those principles through which company can enhance its product
promotion strategies (Liguori and Pittz, 2020). With the assistance of sales and marketing
principles organisation can effectively engage in successful promotion of the new or existing
services or products. Present report has been conducted on British Airways which is a Flag
Carrier airline of United Kingdom and headquartered in London, England. It is second largest
UK based Airline Company which was founded in the year 1974. In these report discussions has
been conducted on new product or service development of company for which marketing plan is
being developed with the help of STP and marketing mix.
MAIN BODY
Aim: British Airways conducts its business operations with an aim to improve brand image
and enhance technological advancement within company in order to assure maximum consumer
loyalty and market share.
Objective: “To develop market research effectiveness in order to seek growth opportunity,
improve service delivery and offer internet services to customers”.
Measurable: “To install technological updated equipments and offer new technological
services to customers in order to increase profit margin by 4%-5%.
British Airways is looking forward to offer new services to customers, for this they are
planning to make significant changes on the onboard service and product in its first cabin. In
their new service customers will be provided with the facility of new menu, bedding and
amenities facilities. In addition to this British Airways will also introduce wide range of tea
infusions and menu with fresh seasonal ingredients. Company will also serve their customers by
introducing a new service of signature afternoon tea through which company will showcase
customers with the Great British tradition of tea service. Customers will also be offered with
selection of scones, sandwiches and pastries. Through these services company is looking forward
to accomplish their underline aims, objectives and measurable goals.
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STP (Segmentation, Targeting, Positioning)
Segmentation:
British Airways is having unique positioning over its competitors. Being a culture airline
of London services of this airline company is recognised by number of individual. This
organisation offers high quality services to customers while prioritising customer’s needs and
demands (Turkanik and Johnson, 2020). Thus in order to offer the new services British Airways
will create a level of training courses through which they are looking forward to provide
outstanding services to customers. In context to this factor business Airlines will offer the
services in number of British Airways airport destinations through which higher sales objectives
can be accomplished.
Targeting:
In order to attract large number of customers towards the new services company will
introduce loyalty program for their existing business consumers. Through this company will
target customer in a well define an effective manner.
Positioning:
In order to position their new services successfully British Airways will offer the services
in its holiday packages that basically fall under hospitality and tourism industry.
Marketing Mix
Product:
Company will offer customers with the new service of new amenities, menu and bedding
facilities in which customers will be served with different services according to the price range.
Price:
British Airways have selected different type of services to customers, for this
management sets pricing strategy of different types of customers. The new services changes will
offer services customers according to their categories executive class, middle class and economic
class. With the help of different types of pricing strategy company will give opportunity to
customers to select the services according to their choice.
 Premium Strategy (High-Quality/High-Price)
 Medium-Value Strategy (Medium-Quality/Medium-Price)
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 Economy Strategy (Medium-Quality/Low-Price)
Place:
The new services will be provided to customers of British Airways airports.
Promotion:
Company will attract customers with innovative promotional strategies, for they will
undertake use of social media, email, direct marketing and direct mail.
The New Product Development Process
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Idea Generation:
Number of ideas will be generated by the management of British Airways by identifying
customer’s needs and demands that are changing in a dynamic manner as they are looking
towards new services. However, due to threat of its competitors British Airways is looking
forward to attract customers with new service and product.
Idea Screening:
At this stage management of British Airways will filter the number of Ideas in order to
select the new one. Identifying number of ideas allow company to develop a new service which
will crucially important for company sales and growth.
Concept development and Testing:
In this possible service concept is being develop by British Airways management in order
to select the best one.
Marketing development Strategy:
At this stage marketing strategy development will be undertaken by marketing department
of British Airways through which they will introduce new product among targeted group of
customers along with planned price, marketing budget and profit goal.
Business analysis:
At this stage British Airways will evaluate business attractiveness of the new service that
will involve certain factors like profit, sales and cost projections by R&D department.
Product Development:
At this stage actual product development will begin in which company will turn their idea in
actual process.
Testing Marketing:
In order to achieve success of their new product company will develop certain marketing
programs in order to test realistic marketing. In this new service will be offered to some selected
group of customers in a single British Airways airport as to identify investment, risks and
marketing program requirements.
Commercialization:
6

It is the final decision stage in which company will offer new service to large base of
customers with the help of sales promotion and other marketing efforts.
CONCLUSION
According to the above mentioned report it has been concluded that in order to assure high
growth and more competitive advancements it is essential for an organisation to engage in the
service of offering new products and services to customers. In this organisation can take
advantage of innovation and improvement in their existing organisational offerings. With the
help of this company can enhance their growth and development opportunities and ensure long-
term sustainability and profitability in respective industrial sector. However in order to ensure
success of new product or service it is essential for an organisation to identify its strength and
undertake advantage of proper marketing plant in order to gain profitable outcomes.
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REFERENCES
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Turkanik, G. and Johnson, J., 2020, September. Sales and Marketing Automation and New
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