Detailed Marketing Plan for Special Baby Seats in the Aviation Sector

This report presents a detailed marketing plan for introducing special baby seats in the aviation sector, targeting parents with young children. The plan begins with an overview of marketing and sales principles, emphasizing their importance in generating revenue and enhancing brand awareness. It then outlines the impact of marketing on consumer behavior and the significance of effective marketing strategies, especially in the aviation industry where awareness is crucial. The core of the report is a marketing plan for baby seats designed for children up to two years old, focusing on first-class passengers. The plan details the product, pricing (premium pricing with initial discounts), placement (first-class cabins), and promotion (digital marketing). It also includes the target market (upper-middle-class parents), marketing mix (4Ps), and a comprehensive marketing strategy. A SWOT analysis identifies strengths (increased comfort), weaknesses (high cost), opportunities (expansion to middle-class families), and threats (competition). The plan concludes with an STP analysis, segmenting by demographics, targeting frequent first-class travelers, and positioning the product as a luxurious and comfortable travel experience. The report references relevant marketing literature and provides a strong foundation for the successful launch of this innovative product.

PRINCIPLES OF SALES AND
MARKETING

Concept of marketing and sales
 Marketing and sales are two most important part of an organisation. It focuses upon
activities that help an organization in selling products and services developed by them
within a defied time period in order to generate revenue, enhance profitability in an
appropriate manner.
 Marketing helps an organization to enhance knowledge about their products and services
among customers so that sales of those products and services can be enhanced and short-
and long- term goals of an organization can be achieved in an effective manner.
 Sales and marketing also help a company in generating Awareness about their targeted
customers about different kinds of goods and services provided by them. It plays a vital
role in Aviation sector because any kind of new product or service introduced by
companies in this sector does not gain popularity easily if proper and effective marketing
is not done. Marketing can directly enhance overall their overall sales.

Impact of marketing on consumers
 Marketing impacts overall behaviour or consumers. Effective marketing can directly
influence customers to buy their product and service.
 Aviation sector is one of those sectors in which customers are least aware about any
kind of changes, development.
 Without effective marketing awareness among customers cannot be generated.
 Effective marketing can develop a positive brand image and can help in developing
high quality and effective product and service image among their targeted customers.

Marketing plan
Marketing is a kind of strategy which is developed by organizations to generate
awareness about new products and services for increasing overall sales and achieve pre-
defined goals and objectives.
About product
 This marketing plan will focus upon a new product if Aviation sector organization. This
new product is about Special seat for babies (up to 2 years old) in the plane.
 Most of the times parents who travel by plane with their babies who are up to two years
face difficulty in travelling with their babies and if flight is of more than 1 hour then not
only parents but passengers near by them also face difficulty.
 This special seat for babies will be designed in such a manner that babies can sit and
sleep comfortably, their personal space for plays is provided to them. Not only this, this
special set will be designed in such a manner so that they so not feel any kind of
turbulence and get scared.

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Target market
 Target market of this product are parents who travel with the babies who are up to 2
years old as such parents require a special set for their babies so that they and their
babies can travel comfortably.
 Upper middle- class people or parents with high disposable income will be targeted for
this new product. Such parents required special seat for babies because they travel with
various things in order to make their babies comfortable.
 Such parents need to keep all of those things with them because their babies can require
any thing any time during flight.
 So, the target market for this new product are parents who travel with their babies up to
2 years old.

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Marketing Mix (4 P’s)
 Product: Special seats for babies up to 2 years will be available for only First- class passengers. These seats will
be designed in such a manner that babies sleep comfortably and important things like tumbler, bottle, toys etc.
can be kept easily. These seats will be designed in such a manner so that babies do not feel turbulence.
 Price: This new product will be sold at high price for people who have high disposable income and can afford
first class seats. This is because it is an innovative product which is not provided by most of the organizations in
this industry. But initially discount will be provided to customers in order to attract targeted customers. Different
packages according to days and seasons will be provided to customers.
 Place: These baby sears will be available only for first class passengers. As First- class cabins are more spacious
and required privacy can be provided to customers.
 Promotion: Promotion of these seats will be done online though social networking sites as it is one of the most
effective ways of reaching target audience

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Marketing strategy
 Marketing of new product will be done digitally. Marketing of these special seats will
also be done though social networking marketing as today more than 90 percent people
use social networking sites in order to remain connected with the close one and remain
updated with new products and services developed by their preferred brands.
 Initially baby seats will be provided and sold at high prices but with discounted rates in
order to attract targeted customers. Price of these new seats will be set for upper
middle- class people or parents with high disposable income.

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SWOT Analyses of product
Strengths
Availability of baby seats can increase
comfortability of both parents and babies.
These seats will help in making babies
comfortable so that they do not feel any
turbulence
Weakness
These sears are quite costly and are
unaffordable by middle class people or
people who mostly travel in general class of
flight.
Opportunities
Focusing upon making availability of seats
for middle class people can increase their
sales
Threats
Competition in this industry in increasing
drastically. availability of such seats at
lower price by competitors can become a
threat and can impact their overall sales.

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STP
 Segmentation: Demographic segmentation will be focused i.e. customers with high
disposable income will be focused.
 Targeting: Customers who travel frequently though First class will be targeted.
 Positioning: Customers who prefer to travel comfortably and prefer to have high
experience with provision of luxurious facilities along with baby seats.

REFERENCES
 Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
 Dewsnap, B., and et. al., 2020. Flexibility in marketing & sales interfacing
processes. Industrial Marketing Management, 91, pp.285-300.
 Hosseini, S.M., Etesaminia, S. and Jafari, M., 2016. Identifying eleven factors of
service marketing Mix (4Ps) effective on tendency of patients toward private
hospital. Materia socio-medica, 28(5), p.366.
 Mothersbaugh, D.L., Hawkin, D.I. and Kleiser, S.B., 2019. Consumer behavior:
Building marketing strategy. McGraw-Hill Higher Education.

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