Travel and Tourism Marketing Report: Turkish Airlines

This report provides a marketing analysis of Turkish Airlines, examining its segmentation, targeting, and positioning strategies within the travel and tourism sector. It explores various segmentation methods, including demographic, psychographic, behavioral, and geographic segmentation. The report also delves into Turkish Airlines' marketing strategies, focusing on social media, video tutorials, SEO, and Facebook advertising. Furthermore, it outlines different positioning strategies such as using consumer benefits, cost-based positioning, flexible positioning, problem-solving approaches, and competitive positioning. The analysis includes the use of consumer benefits and product characteristics, cost-based positioning, flexible positioning strategies, problem-solving approaches, and competitive positioning to gain a competitive edge in the market. The report also references relevant academic sources to support its findings.

TRAVEL AND TOURISM
MARKETING FOR TURKISH
AIRLNES

Table of Contents
INTRODUCTION...........................................................................................................................3
Several types of segmentation of travel and tourism...................................................................3
Several of Marketing strategies within tourism sector................................................................4
Several types of positioning strategies........................................................................................5
Conclusion.......................................................................................................................................6

INTRODUCTION
TURKISH AIRLINE is national flag carrier of Turkey that provide services in 315
destination across globe. It was founded in 1933 and is having alliance with Star alliance since
April 2008. It serves non stop destination than any other airline and flies to 126 countries. The
company headquartered is in Istanbul, Turkey. Moreover, its cargo division serve in 82
destination (Aksu, Ugar. and Kiliçarslan, 2017). Present report focuses on Several types of
segmentation of travel and tourism, Several of Marketing strategies within tourism sector and
also focuses on Several types of positioning strategies
Several types of segmentation of travel and tourism
Market segmentation
Demographic segmentation- It also focuses on several kinds of market segmentation. It
represents on the statistical information of the people. Such as Income, and destination. It
highlighted an example such as demographic segmentation of B2C where they offer various
types of services. Also, there are other examples such as brands that can sells a firm such types
of things (Aksu, Ugar. and Kiliçarslan, 2017).
Psychographic Segmentation
It focuses on audiences by factors that are related to the personalities and characteristics of the
human beings. Such as attitudes, lifestyle, interest, and so many other factors that are
accountable for this. It also focuses on the several factors that are considered as more difficult to
identify as they are focuses on subjective. For example Luxury brand focuses on the people who
are rich and elite and do not think of money while buying (Baghirov, Zhang. and Hashim, 2019).
Behavioural market segmentation
As Both the factors (Psychographic and demographic) focuses on regarding clients as well as
focuses regarding clients regarding brand interactions ,buying habits, Spending habits and many
more. Behavioural segmentation required to focus on the actions of the clients. These are the
actions that are associated that how the clients can communicate with the various other brands.
Here if focuses on the B2B accompanied by this segments it can be considered as a luxury brand
that can target the audiences buy the travelling packages those buying habits (Loo, 2020).
Geographic segmentation- It is consists as the simplest type of the segmentation as it can be
categorized the clients on the basis of the geographic borders such as ZIP code, Nation, city as
well as radius that are focused on the geographic boundary as it may be a luxury trip of snowy

places that able to target the client who lived within a hot and humid climate. The platforms of
marketing focus on the efforts regarding the marketing around all over the urban areas and city
might target the costumers to work.
TURKISH AIRLINE have segmented their clients on the basis of the demographic
segmentation as they gives the various services to the consumes while focusing on income and
geography many more and also they provides the various services to the clients (Aksu, Ugar. and
Kiliçarslan, 2017).
Several of Marketing strategies within tourism sector
The strategies of the Target market that can be adopted by the TURKISH AIRLINE is mention
below
Social media
Social media is one of the most prominent platform that can be used by almost all the
travel organization. The managers of the TURKISH AIRLINE updates the pictures of the people
who visited certain places. Manager posted the pics and videos and share the experiences by the
helps of the Facebook, You tube and various other social media platform. By posting all of these
pictures and videos, managers of the firm make aware the audiences to know more about their
services. The employees of the TURKISH AIRLINE also uses the social sites such as Instagram,
Snapchat ,twitter to interact various consumers that are focused for the services as well as
products. It is also considered as the powerful marketing regarding the Travel and tourism sector
(Baghirov, Zhang. and Hashim, 2019).
Video tutorial
The video tutorials are the best way to attract the people. They also shoot videos when
they were visiting with their troops and after that they uploaded videos by the help of You tube.
As YouTube is known as the second largest search engine as first one is the google. If the client
needs to know urgently about some place where they plan than they can take the help of the
YouTube ,But nowadays Facebook also post several videos that are linked to the various topics
also people who are visiting some place by the TURKISH AIRLINE can also post their videos.
By the help of the Instagram also thousands of people post their videos as , Instagram uses its
IGTV channel ,so TURKISH AIRLINE managers or employees post their Videos on IGTV that
are more associated with the travelling related videos of the several clients (Loo, 2020).
SEO

It is known as the area interlinked to the marketing that any individual can be passionate about.
TURKISH AIRLINE also uses the SEO as the Target marketing strategies. It also focused on
several people that are deathly frightened through area.
Facebook ads
Over the past few years Facebook becomes the one of the biggest social platform as every age
group of people used the Facebook. TURKISH AIRLINE also uses the Facebook so that they
can used to promote their ads. It is also considered as one of the powerful methods that can
utilized for marketing for examples Posting Ads on the Facebook. Facebook can be used for
targeting large audience related to the travel and tourism (Baghirov, Zhang. and Hashim, 2019).
It can target very easily large amount of Audiences and it is less expensive. By the help of the
Facebook it can target through Interest age, geographic location, relationship status and many
more. Also, by the help of the pixels there is a better outcomes it also focused on re-targeting as
well as conversation through pixels. By the help of the Pixels it can easily track the consumers
who visit the sites as well as able to build the consumer audiences that are all around them.
The TURKISH AIRLINE are using various marketing strategies such as Instagram, Facebook,
you tube, etc. and created their official page on the social media platform so that they can offers
also the information to the customers about services and ticket prices (İnan. and Arslan, 2018).
Several types of positioning strategies
There are several types of the positioning strategies that are followed by
Using consumer benefits or product characteristics
It highlights on several characteristics that are regarding the consumer or product benefits. Here
are
Know where audiences is
TURKISH AIRLINE needs to research about whereas well as what type of content the
consumer base. It is consider as the great importance regarding the Communication plan. All the
data provided to the team unable to perceive as crucial enough that can be sent to the top media
to target the several consumers (Lim, 2017).
Cost positioning strategies
It also focuses on the consumer services as TURKISH AIRLINE focuses on the positioning
strategy as it focuses on the various ways through that any wasteful procedures within the firm

can be reduced such types of the saving to the client. TURKISH AIRLINE also invested in large
amount of money in operational process as they are online ticket booking, airline services, etc.
Therefore, it focuses all the entire cost structure that is offered a lower prices regarding travelling
within air as well as other that can be offered through their consumers (Pásková, Hruška. and
Zelenka, 2018).
Flexible positioning strategies
It also focuses on several organizations that can change the services and products depends on as
per requirements. Change focuses on enhance in cost of production as it is the ability regarding
manufacturing so that they create a competition at the new level (Baghirov, Zhang. and Hashim,
2019). There are also focuses on the flexible positioning that focuses on other ways of firms that
can able to responded the requirements of the costumers more immediately. Several
organisations also focused on the new technology to provide the flexibility for various products.
Problem solver
It can be focuses on the several positioning their products as it is one of the one stop solution
according a specified problem. They also focused on several areas of pain that are related to the
consumers through interaction and also apply several strategies of marketing that can able to
promote their products (Aksu, Ugar. and Kiliçarslan, 2017).
Parents brand
It is considered as a strategy that focuses on the establishing a reputation and a brand promise
that are related to the parent Brand. As all the sub brands and Products are come under this
parent brand.
Feature specific
It is one of the most crucial factor as other firms of travel and tourism focuses on various features
when they offered to the consumers and also consumers are attracted towards the special features
that are provided to them such as discounted place, discounted food items and various others.
The TURKISH AIRLINE uses competitive positioning strategy so that they can position
their services as well as product within market. It also enables to charge for several services that
can be offered to the consumers .Thus TURKISH AIRLINE position themselves within
marketplace on the basis of cost of services (Pásková, Hruška. and Zelenka, 2018).

Conclusion
From the above it had been summarized about the Demographic segmentation,
Psychographic Segmentation. It focuses on types of segmentation of travel and tourism such
Behavioural market segmentation and Marketing strategies such Social media ,Video tutorial
and SEO as well as Facebook ads. Furthermore it focused on positioning strategies, Know
where audiences is Flexible positioning strategies ,Cost positioning strategies, Problem solver,
Parents brand ,Feature specific.

REFERENCES
Books and Journals
Aksu, A., Ugar, O. and Kiliçarslan, D., 2017. Golf tourism: A research profile and security
perceptions in Belek, Antalya, Turkey. International Journal of Business and Social
Research, 6(12), pp.01-12.
Baghirov, F., Zhang, Y. and Hashim, N.H., 2019. Facebook fan page management for global
airlines. Tourism Review.
İnan, H. and Arslan, S., 2018. Iskenderun Technical University, Hatay, Turkey. Journal of Air
Transport Studies, 9(1), p.16.
Lim, W.M., 2017. Restoring tourist confidence and travel intentions after disasters: some
insights from a rejoinder to a series of unfortunate events in Malaysian tourism. Current
Issues in Tourism, 20(1), pp.38-42.
Loo, P.T., 2020. Exploring airline Companies' engagement with their passengers through social
network: An investigation from their Facebook pages. Tourism Management Perspectives,
34, p.100657.
Pásková, M., Hruška, J. and Zelenka, J., 2018. YouTube as an airlines marketing tool. Czech
Journal of Tourism, 7(1), pp.45-69.