Marketing Plan Report: Special Baby Seats for Aviation Sector

This report delves into the fundamental concepts of marketing and sales, emphasizing their critical role in organizational success, particularly within the aviation sector. It explores the influence of marketing on consumer behavior and the importance of generating awareness for new products and services. The core of the report is a detailed marketing plan for special baby seats designed for first-class passengers, addressing the needs of parents traveling with infants. This plan includes a product description, target market identification (parents with high disposable income), and a marketing mix (4Ps) strategy encompassing product features, pricing, placement, and promotional tactics. Furthermore, the report incorporates a marketing strategy focusing on digital promotion and social media, followed by a SWOT analysis to assess the strengths, weaknesses, opportunities, and threats associated with the new product. The report concludes with an STP analysis, segmenting the market demographically, targeting frequent first-class travelers, and positioning the product as a comfortable and luxurious travel option for parents and babies.

PRINCIPLES OF SALES
AND MARKETING

TABLE OF CONTENTS
Concept of marketing and sales.......................................................................................................1
Impact of marketing on consumers..................................................................................................1
Marketing plan.................................................................................................................................1
REFERENCES................................................................................................................................4

Concept of marketing and sales
Marketing and sales are two most important part of an organisation (Chernev, 2020). 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 (Dewsnap and et. al., 2020). 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 (Hosseini, Etesaminia
and Jafari, 2016). 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 (Mothersbaugh, Hawkin and Kleiser, 2019).
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
1

this, this special set will be designed in such a manner so that they so not feel any kind of
turbulence and get scared.
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.
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
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
2

these new seats will be set for upper middle- class people or parents with high disposable
income.
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.
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.
3

REFERENCES
Books and Journals
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.
4