Comprehensive Marketing Plan: Jetstar Airways in the Australian Market

This report provides a comprehensive marketing plan analysis for Jetstar Airways, an Australian low-cost airline established in 2004 as a subsidiary of Qantas. It details the company's target market, which includes independent people, low to middle-income individuals, and leisure and business travelers. The report also explores Jetstar's market segmentation strategies, covering geographic, psychographic, demographic, and behavioral aspects. Furthermore, it outlines the marketing strategies related to product, price, place, and promotion, emphasizing the airline's focus on low-fare flights with high-quality services. The conclusion highlights Jetstar's position as a leading low-cost airline and the effectiveness of its marketing strategies in managing competition, referencing various academic sources to support the analysis. Desklib provides students access to similar solved assignments and study resources.

J E T S TA R A I R WAY S , A U S T R A L I A
Marketing Plan

Introduction
Marketing is an important aspect that assist an
organization in promoting its products and services
to customers
It focuses on some important aspects, like; target
market, market segmentation and marketing
strategies of an organization
This report includes different marketing aspects
regarding Jetstar Airways, Australia.

Company Description
Jetstar is an Australian airline, that was
established in 2004
A wholly owned subsidiary of Qantas airline
in Australia
Organization is offering low-fare airline
services to its customers
Qantas established Jetstar against low-cost
airline, Virgin Blue.

To be continued….
It has developed its business as a largest low-cost airline in
Australia
Company has won various awards “Best Brand Experience
for Low Cost Carrier in 2006 and Best Low Cost Airline in
2007”.
Major competitors; Tigerair and Virgin Australia
Through Jetstar, Qantas holds stakes in other airlines, such
as; Jetstar Asia Airways, Jetstar Pacific Airlines and Jetstar
Japan.

Products and services
 Low –fare airline
services
 Transportation
services to the
leisure and
business travellers
 Domestic and
international
operations
 It offers the
services, which are
exposed to
decrease the costs
and prices and
increase the value
to customers
 Additional features,
like; choosing a
seat on booking

Target Market
Target market is a set of different customers, to whom
company wants to sell its products and services
For Jet Star, target market is;
Independent people
Low to middle income level people
Leisure and Business travellers
The people, who cannot afford expensive flights

Market Segmentation
Geographic:
 Jetstar is choosing different locations, like; New Zealand,
Australia and Asia Pacific Region.
 Locations, where the number of tourists are comparatively
more than other countries.
Psychographic
 Socio-economic characteristics
 Low to medium income level people
 Primary market segment

Demographic
 Age group of 18 to 31 year olds
 The people with low and middle level income capacity
 It is also a considerable segment for Jetstar
Behavioral
 Occasional Segmentation
 Short distance
 Some minutes flights
 The people, who do not need extra facilities, like; meals, business
class

Marketing Strategies
Product
 Airline and transportation services
 Low-fare flights with higher quality services
 Luxurious fleets
 It offers comforts and unique features
Price
 Major component of marketing plan
 Different packages for diverse customer base
 Low-cost flights
 Competition is the factors that determines pricing strategies and policies.

To be Continued..
Place
 Jetstar is serving different locations, like; Australia, New Zealand
and Asia Pacific Region
 Tickets are available on ticket counters and website of airlines.
Promotion
 Links with advertising agencies
 Promotion on contemporary platforms, like; social media sites
 It is using the taglines, like; “Jetstar girl” and “All day everyday
low fares”.

Conclusion
Jetstar Airways is working as a biggest airline in
low-cost airlines.
This marketing plan will assist the organization in
attaining its objectives.
It includes the target market and marketing
strategies of the organization.
Under this plan, the company is adopting effective
marketing strategies to deal with the competition.

References
 Anderson, J. C., Narus, J. A., & Narayandas, D, 2009, Business market management: Understanding, creating,
and delivering value. Pearson Prentice Hall.
 Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction. Pearson Education.
 Belobaba, P., Odoni, A. and Barnhart, C. eds., 2015. The global airline industry. John Wiley & Sons.
 Bradley & Grant, 2015, "Regional shake-up: Jetstar to break Air New Zealand's domestic stranglehold". The
New Zealand Herald.
 Forgas, S., Moliner, M.A., Sánchez, J. and Palau, R., 2010. Antecedents of airline passenger loyalty: Low-cost
versus traditional airlines. Journal of Air Transport Management, 16(4), pp.229-233.
 Fu, X., Lei, Z., Wang, K. and Yan, J., 2015. Low cost carrier competition and route entry in an emerging but
regulated aviation market–The case of China. Transportation Research Part A: Policy and Practice, 79, pp.3-
16.
 Homsombat, W., Lei, Z. and Fu, X., 2014. Competitive effects of the airlines-within-airlines strategy–Pricing
and route entry patterns. Transportation Research Part E: Logistics and Transportation Review, 63, pp.1-16.