EDIBM/104 International Marketing: Etihad Airways Marketing Mix Report

This report provides a comprehensive analysis of Etihad Airways' marketing mix, focusing on the 7Ps: product, price, place, promotion, process, people, and physical evidence. The core service is flight services, enhanced by airport lounge access and modern aircraft like the Boeing Dreamliner and Airbus A380. A premium pricing policy supports higher profit margins and market positioning, but limits market share. Distribution follows an intensive approach on high-potential routes, with online and third-party ticketing services. Promotion includes extensive television commercials, outdoor advertisements, and social media marketing. The company excels in automated ticketing and baggage management, with a diverse workforce enhancing service quality. Physical evidence is limited but includes gift packs, unique aircraft livery, and dedicated lounge facilities. While the existing marketing mix is largely effective, some elements require adjustments for long-term viability. Desklib provides past papers and solved assignments for students.

Marketing & Management

Introduction
• Marketing mix is important in determining the
overall marketing approach of the businesses
• Extended marketing mix has 7 elements
• Etihad Airways is operating in global scale.
• Reviewing their marketing mix will help to
identify both positive and negative factors

Product
• The core service of Etihad Airways is
providing flight services to the passengers
• Actual service includes airport lounge
services and dedicated facilities of on
boarding and off boarding the flight
• Usage of the latest aircrafts such as
Boeing Dreamliner and Airbus A380
• Points of differences are low with their
competitors

Price
• Premium pricing policy is being followed by
Etihad Airways
• Initiation of the premium pricing is helping
in higher profit margins
• Maintaining premium positioning in the market
• Market share and volume is limited

Place
• Etihad Airways is following intensive
distribution approach
• Etihad Airways is operating in the most
potential routes
• Losing out on different other potential
markets
• Ticket booking services are being provided
through different channels including the
online mediums and third party ticketing
agents

Promotion
• Etihad Airways is following extensive
approach involving all the available
mediums
• In terms of offline mediums, television
commercials and outdoor advertisements are
being initiated
• Online mediums include social media
marketing
• Sponsorship marketing is helping in
gaining larger market reach and exposure

Process
• Automated process of ticketing. Minimum
time involved
• Automated process of baggage management
and distribution
• Highly organized management of all the
business processes
• However, complexities in terms of the
coordination in global scale

People
• Etihad Airways is known for their people
management and diversity policies
• Employees are from different countries and
cultures
• Thus they are competent enough in dealing
with diverse customer segments
• Individual skills and expertise of the people
determines the service process quality

Physical evidence
• Services are having lower physical evidence
• Goodies and gift packs offered to the
passengers are the major physical evidence
by Etihad Airways
• Aircrafts with unique livery
• Dedicated lounge facilities and offerings

Conclusion
• Existing marketing mix of Etihad Airways
is effective enough
• They are posing positive results for the
brand
• However, a few elements are not competent
enough for long term viability
• These limitations are identified