An Analysis of Qantas Airlines' Marketing Fundamentals Report

This report provides an overview of the marketing fundamentals employed by Qantas Airlines to attract its target customers and enhance revenue. It highlights the airline's target market, which includes business and leisure travelers, and discusses the marketing activities such as advertising, direct marketing, sales promotions, and public relations strategies used to reach them. The report also touches upon Qantas' customer loyalty programs, community service initiatives, and the use of the tagline 'The Spirit of Australia'. Recommendations are made to reduce flight delays, maintain service consistency, enhance internet advertising, and revamp social networking strategies to improve customer engagement and satisfaction. The conclusion emphasizes the need for Qantas to prioritize internet promotions and update its online website to make it more customer-friendly.

Running head: FUNDAMENTALS OF MARKETING
Fundamentals of Marketing
October 16
201
8

FUNDAMENTALS OF MARKETING 1
Table of Contents
Introduction................................................................................................................................2
Overview of Qantas Airlines..................................................................................................2
Target Market of Qantas Airlines..........................................................................................2
Marketing Activities of Qantas Airlines................................................................................3
Recommendations..................................................................................................................4
Conclusion..................................................................................................................................4
References..................................................................................................................................5

FUNDAMENTALS OF MARKETING 2
Introduction
The basic chant of marketing is to get the attention of the customer in the services and
products offered by the company and to attract the customer; business should understand the
demands and needs of the consumers. Therefore, it could be said that knowing the customers
is important to satisfy the customers (Dikkatwar, 2018). The purpose of this report is to
present the fundamentals of marketing used by Qantas Airlines to attract its target customers
and increase its revenue. The report will highlight different strategies that the company will
use to target its audience and promote its services in the market.
Overview of Qantas Airlines
Qantas is the short form of “Queensland and North Territory Aerial Services”, is one of the
oldest airline services of Australia. The company presently operates 5000 weekly flights all
around Africa, South America, Australia, Asia, New Zealand, Europe, and North America.
Qantas has also been given a nicknamed i.e. The Flying Kangaroo. Qantas operate its
business domestically under QantasLink as the brand name that carries around 2000 flights
intersecting the Australian continent. Besides this, the company offer huge employment
opportunities in the market and presently hires around 35,000 employees internationally
(Qantas, 2018).
Target Market of Qantas Airlines
Qantas market segmentation can be said as a complex activity, depending on the evidence
that segments have varied necessities, wants, and expectations. The company for the selection
of target market adopts behavioral segmentation. Qantas place its services of the airline as
one that offers infinite luxury and the highest quality with excellent service. Safety is also one
of the essential aspects that are focused by the company (Qantas, 2018).

FUNDAMENTALS OF MARKETING 3
Target Segmentation Target Audience Types
Segment 1 Business Travellers (Qantas,
2018)
Emergency Business
travellers
Conference Travellers
Routine Travellers
Segment 2 Leisure Travellers Multiple Destination
Travellers
Weekend Tourists
The target market of Qantas Airlines does not falter to pay for the amenities offered by the
company. It has adopted a popular program of customer loyalty, called Qantas Frequent Flier.
Marketing Activities of Qantas Airlines
Qantas Airlines make sales promotions, advertisements, public relations, direct marketing,
and personal selling to attract its target audience.
Advertisement- Internet advertisement, magazines, TV, brochures, radio, billboards, etc. are
utilized for product promotion and branding. Direct marketing is utilized to deliver messages
to different customers. Messages are tailored as per the behavior and perception of every
customer segment in order to attract the, at a personal level (Qantas, 2018).
Qantas Makes use of Sales Promotion during low seasons
Direct selling is utilized for corporate consumers
Email marketing, Social networking, and blogs are utilized to reach customers
Public Relation- Sponsorships of sports, entertainment relayed programs, PR activities,
charitable programs sponsorship, event art programs, etc.

FUNDAMENTALS OF MARKETING 4
Additional Information- Qantas provide incentives such as Frequent Flier program to trap
new customers and uphold previous travelers. The company makes use of a tagline ‘The
Spirit of Australia' in order to demonstrate that it does what it declares, the business is linked
with the well-being of the Aboriginal Community. Besides this, it also endorses the art and
culture of Australia. Qantas provisions LGTIQ community and parity in marriage theme with
the help of different campaigns as the part of its community services (Bhasin, 2018).
Recommendations
From the analysis, it has been analyzed that Qantas Airlines majorly focus towards the
business and leisure seeker travelers; therefore, it could be recommended that it should try to
reduce the range of flight delays. Besides this, it should maintain the consistency in the
standards of service in each class.
Qantas Airlines should increase its focus towards internet advertisements on business and
travel sites visited by target customers. Flash ads, down ads/pop-up ads, and rich content ads
must be engaged at maximum level.
Revamping of social networking is required. The page must be attractive, customer-friendly,
and informal. The use of Newsletter sending and email marketing must be increased.
Conclusion
From the above analysis, it could be said that Qantas Airline is one of the oldest airlines of
Australia and offering its quality services to business class travelers and leisure seeker
travelers. The company makes use of different public relation and advertisement activities to
attract its target audience. However, it needs to give more importance to internet promotions
and update the company’s online website in order to make it customer-friendly.

FUNDAMENTALS OF MARKETING 5
References
Bhasin, H. (2018) Marketing mix of Qantas Airways [online]. Available from
https://www.marketing91.com/marketing-mix-of-qantas-airways/ [accessed 16 October 2018]
Dikkatwar, R. (2018) Basics of Marketing [online]. Available from
http://cms.sinhgad.edu/media/365810/sample%20notes%20of%20basics%20of
%20marketing.pdf [accessed 16 October 2018]
Qantas (2018) Our Company [online]. Available from
https://www.qantas.com/travel/airlines/company/global/en [accessed 16 October 2018]
Qantas (2018) Customer Charter and Frequent Flyer Customer Commitment [online].
Available from https://www.qantas.com/travel/airlines/customer-charter/global/en [accessed
16 October 2018]
Qantas (2018) Customer service [online]. Available from
https://www.qantas.com/in/en/about-us/qantas-careers/customer-service.html [accessed 16
October 2018]
Qantas (2018) Working Towards Our Vision [online]. Available from
https://www.qantas.com.au/infodetail/about/corporateGovernance/BusinessPracticesDocume
nt.pdf [accessed 16 October 2018]