Marketing Report: Swiss International Airline's Positioning Strategy

This report provides a comprehensive analysis of marketing strategies within the travel and tourism industry, specifically focusing on the case of Swiss International Airlines. It begins with an introduction to the industry and the importance of marketing, followed by an examination of market segmentation, including demographic, psychographic, behavioral, and geographic approaches. The report then delves into target marketing strategies employed by the airline, such as undifferentiated, differentiated, concentrated, and customized marketing. A significant portion of the report is dedicated to the positioning strategy of the airline, explaining its importance and detailing strategies like product attribute, price, quality, use/application, and competitor-based positioning. The report concludes by emphasizing the importance of effective marketing in attracting customers and maintaining a strong market position, summarizing the various positioning strategies used by companies to achieve top-level status. The report references various aspects of airline marketing, from customer behavior to competitive pricing.

Travel and tourism marketing airline report

Table of content
 Introduction
 Organization segment and its customer base
 Types of target marketing adopted by company
 Positioning strategy which is used by organization
 Importance of positioning
 Positioning strategy used by Swiss international airline organization
 Conclusion
 References

Introduction
Travel and tourism is the main industry which is contributing in economy by generating
income and providing services. Marketing is the main activity that deals with identification
and meeting with human and social needs. This is important for organization to focus on
individual's needs and use marketing activity so people get aware and attracted towards
products and services.

Organization segment and its customer base
Travel market is the too large and diverse that provides different types of products
and services by understand customer's needs and wants, that helps to increase the
productivity. All organizations divide the market segment to better understand
customer's needs.

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The segmentation of marketing in context to Swiss international airline are as
defined:
 Demographic segmentation- This is one of the most popular and common
market types which is used by organization to know the needs of people.
 Psycho graphic segmentation- It categories customers and audience that relates
to personalities and characteristics.

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 Behavioural segmentation- This segmentation is related to behaviour and
customer's responses which I are focused by organization to run business
properly by offering variety of products.
 Geographic segmentation- It is also a simple type of market segmentation where
organization target customers on the basis of city, country, climate, radius
around fixed location.

Types of target marketing adopted by
company
Target market is the activity which is used by organization while running a business.
In this, marketers analyze the customers and their needs then provide products to
them accordingly so that sales could be increased. The main purpose of evaluating
market segment is to choose one or more segment in order to enter and run a
business independently. Before selecting a target market a company need to select
one or few segment for catering to the mass market.

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Therefore, Swiss international airline is using strategies in relation to target market are as defined:
 Undifferentiated strategy - This means no difference in customers characteristics so
this give benefits to company to produce and deliver similar kind of products and services that
helps to meet customer's needs.
 Differentiated strategy or multi segment targeting – This means market segment states
several potential target segments where company can serve profitably and specific marketing
mixes that helps to run a business efficiently.

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 Focus or concentrated targeting strategy - In this strategy various segments can be
identified by an organisation that may not serve all of them, where there is need to
outlines organisational strength.
 Customised marketing – All customers are having different needs and they obviously
have different purchasing power that encourages them to buy products and services.

Positioning strategy which is used by
organization
Market positioning is consider as an ability that influences customer perception
regarding a particular brand and product in relation to competitors. The main aim
behind positioning is to establish image and identification of brand that helps to
increase the brand position in whole market. For instance, the management of Swiss
international airline wants to improve their brand position by supplying airline
services in different countries and states.

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It involves different types of positioning strategies that are as defined:
 Product attribute: This is associating brand and product with certain
characteristics or beneficial value. Such as Swiss international is providing
airline services that is creating brand value.
 Product price: In this strategy, Swiss international associated their airline
services with competitive pricing

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 Product quality: In this strategy organization associates with quality of product
and services that can attracts customers.
 Product use and application: This means organization associates products with
specific use and maintaining brand image.
 Competitors: This strategy has been defined as organisation should provide
products and services better than competitors.