Aviation Marketing for Creative Industries Report: Wizz Air

This report offers a comprehensive marketing analysis of Wizz Air Holding Plc, a Hungarian low-cost airline. It begins with an executive summary and introduction, followed by a detailed PESTLE analysis that examines the political, economic, social, technological, and legal factors impacting the firm's operations. A SWOT analysis then evaluates the airline's strengths, weaknesses, opportunities, and threats. The report also focuses on the marketing mix (Product, Price, Place, Promotion, Process, and People) and the segmentation strategies used by Wizz Air, considering factors like age, income, and lifestyle. Finally, the report concludes with recommendations and a list of references, providing a thorough overview of Wizz Air's marketing approaches and challenges. The report aims to apply the knowledge gained during the module 'Marketing for Aviation and the Creative Industries'.

Aviation Marketing
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Executive summary
Present report has been describe about the Wizz Air holding Plc, as it has been focuses
on the Pestle analysis that provides the details regarding the operating challenges of the firm,
Swot analysis that has been provides the strength ,weakness as well as challenges and threats of
the firm. It has also focuses the marketing mix of the Firm such as Product, Price, Place
Promotions, Process and Segmentation of Wizz Air Holding plc such as Age, income, gender,
lifestyle Targeting can be done as factors such as suitable size, Concrete differences, estimated
profits and many more.
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Table of Contents
Executive summary.........................................................................................................................2
INTRODUCTION...........................................................................................................................5
MAIN BODY..................................................................................................................................5
CONCLUSION................................................................................................................................9
RECOMMENDATION...................................................................................................................9
REFERENCES..............................................................................................................................12
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INTRODUCTION
Aviation related to flights through using an Aircraft such as an Airplane as it includes
the industries that are related to the flights for example Air Traffic control. Aviation marketing
has several elements within common with other industries as they have to target the market that
coincides with several other luxury markets (Kim, 2016). It also attracts people who attracts
machinery, flight, power and science. Present Report focuses on the Wizz Air which is a
Hungarian low cost airline. Its headquarter is in Budapest, was established within September
2003 Report focuses on the pestle and Swot analysis of Wizz . It also focuses on the Marketing
mix and Segmentation of Wizz Air and at last recommendation and conclusion.
MAIN BODY
Pestle analysis
The pestle analysis provides the details regarding the operating challenges of the firm
Wizz Air Holdings, such as industry may be highly profitable accompanied by strong growth
trajectory.
Pestle analysis- It plays a significant role within focusing on the factors that influence the long
term profitability within a certain nation or a market. Wizz Air Holdings is known for its travel
and Leisure and expose itself to several types of the political system and environment risks. To
accomplish success within dynamic travel across all over the nations is expanded the risks of
Political environment. Firm focuses on the level of corruption within the consumer service
sector, legal framework regarding contract enforcement, intellectual property protection, trade
regulations, anti trust laws related to the Travel and leisure, work legislation and many more
(Łukowski, 2017).
Economic – These factors focuses on the Saving rates, inflation rates and several other factors
that are used to determine the aggregate investment and demand within an economy. Wizz Air
holding focuses on exchange rates, efficiency of final markets, skill level of
workforce ,government intervention, unemployment rate, economic growth rate and many more.
Social factors- These factors influence the culture of a firm within an environment, attitudes,
shared beliefs of the people that plays a great role such as class structure, hierarchy, education
level and many more.
Technological factors
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Technology is growing fast across all over the world form last few years. It involves the Recent
developments related to the technology through Wizz Air firm as it impact on the product
offering as well as cost structure within travel industry, it impacts on the value chain structure
and many more.
Legal factors- Wizz Air holding focuses on the Employment law, Anti- trust law, health and
safety law, Data protection ,consumer protection as well as e-commerce and many more.
Swot analysis
Strength
 Wizz Air Holding has strength such as product innovation, they have the strong base of
the reliable suppliers of raw materials, also have successful track record for the mergers
as well as acquisitions (Petrovska, and Bereziuk, 2017).
Weakness
 Firm is not highly successful at integrating firm at several work culture.
 They also have the high attrition rate within work force
 Firm's finance planning is also not done efficiently and properly.
Opportunities
 The new technology gives the opportunity that practices the several differentiated process
strategy within new market.
 The lower inflation rates brings more stability within market that enables credit at the
lower rate to the consumers.
 Firms also need more investment within new technologies such as firms needs to put
more money within technology.
Threats
 Firm do not have the regular supply of the products that are innovative.
 Due the shortage of skilled workers within certain global marketing it also focuses a
threat as there is a steady growth of the firm.
 New technologies developed through market disruptor can be serious threat to the firm in
future terms (Raza,, Salleh, and Shaari, 2019).
 The demands for the highly profitable products are seasonable within nature.
 The firm also faces the lawsuits within several market give such as several laws as well
as continuous fluctuation that are focuses on the product standard with such markets.
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Segmentation of Wizz Air Holding plc
Firm requires understanding the marketing strategies to recognizes the buying behavior
of the consumers. The expectations, needs as well as buying behavior of the consumers are
heterogeneous as well as depends on n various factors such as Age, income, gender, lifestyle,
values and many more. Through using the segmentation techniques Wizz Air Holding can
diversified target audiences into particular and narrow defined groups. The surveys regarding the
market segmentation are considered as the common methods of obtaining the consumer specific
information that can be used to create groups sharing the characteristics that are common. Wizz
Air understanding the behavior of the consumers and after that divides the market into the small
homogeneous groups. This can be also done by the exploring demographic, geographic,
psychographic and behavioral characteristics of the consumers. The firm divides the market as
per the geographic areas such as country, city as well as region. The demographic segmentation
can be used by company on basis of income level (Romanova, 2017).
Targeting and Positioning
Wizz Air choose the target segments wisely. Targeting can be done through evaluating the
attractiveness as well as growth potential of recognized segments. they can target middle class
income level customers. The commercial attractiveness as well as growth potential of each as
well as every segment analysis though factors such as Recognized segments that have the
suitable size, Concrete differences, estimated profits as well as segments are easily available.
Wizz Air requires to set a clear positioning statements that creates an image which is positive as
well as offered products within the mind of the costumers. they can position services on internet.
Marketing mix of Wizz Air
A marketing mix is a framework which is used by firm to develop marketing strategy. it
allows in giving insight how marketing is to be done. By developing several marketing strategies
Firms can achieve the desired outcomes as they can address several aspects of each and every
element.
Product
Wizz Air sells its products in lot of varieties as it enables the consumer to select the products that
are best for them.
It sells the products that have famous for its traditional design and also have the practical use of
the consumers.
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The products of the firm are high in quality than its competitors thus consumers are willing to
pay higher prices for its products as they are highly differentiated as well as unique features
(Singh, Shukla and Kalafatis, , 2017)
Price
Wizz Air follows the competitive pricing strategy as information of the products are easily
available to the competitors because of the huge number of the competition stays within the same
industry.
Currently firms also uses the product bundle pricing , where the goods are bundle together as
well as sold out at the press that can be lower than the other individuals goods.
Place
Wizz Air sells its products by two marketing channels. The first it where it can sells directly to
its consumers by the help of the online sites and secondly sells its products to the wholesaler
who can sell several retailers located all over the world and then they sells to the consumers.
Promotions
They uses the multi media channels so that they can promote its products very easily as it
includes advertisement on radio as well as television. As it is beneficial as it helps to reach out
many the audiences. They also promote their products on social media such as Facebook,
YouTube and many more as it is less expensive (Tadesse, 2017).
They also undergoes the personal selling of the products at the large scales so that it enhances its
presence within retail stores.
Process
They have the online delivery process as where the orders are received by online websites by
smartphones and laptops.
They are also included within researching market opportunities so that it can understand the
requirements of the consumers
Physical evidence
They sells the products that are easily recognizable by the consumers as they have the distinct
color packaging products. Products are also placed on the special shelves by the Air Wizz ,that
shelves have different designs and colors.
They also have the online website that can enables consumers to view their products within high
quality resolution at several angles, basically it is a user-friendly website.
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People
They have people that are working within its consumers service departments as if they have any
issues regarding products issues can be solved as these are the people that are trained to respect
the consumers as well as tried their best to solve their problems (Zhang, Ritchie. and Driml,
2019).
Has people who are working with the suppliers so that they can obtain raw materials as these
kinds of People plays an important rule for improving the quality of the products.
CONCLUSION
From the above it had been concluded that Pestle analysis of Wizz focusing on the
factors that influence the long term profitability level of corruption, intellectual property
protection, anti trust laws focuses and many more. Economic factors focused on the Saving
rates ,unemployment rate, economic growth rate. Social factors as it plays a great role such as
class structure, hierarchy. Technology involves the Recent development and also Legal factors
includes Data protection. It also focused on the Strength of Wizz Air such as have the strong
base of raw materials and Weakness such as its finance planning is also not done efficiently
and properly. Report also focused on Marketing mix sells its products in lot of varieties famous
for its traditional design Wizz Air follows the competitive pricing strategy uses the multi media
channels social media such as Facebook as it is less expensive. Furthermore, it focused on the
Segmentation of firm on the basis of Age, income, gender, lifestyle, values and many more.
RECOMMENDATION
It is recommended that Firms requires to recognizes the problem areas as It can use an
analytical tool that can determine the several aspects of the strategy that are not working. It is
also recommended that for the fruitful efforts of the marketing techniques. Such as Wizz Air uses
social media for its campaigning it can experiment through an alternate strategy such as they can
posting their posts more frequently, increase the interaction. It is also recommended that the
firms needs to follow the 80/20 principal as 80 % the consumers of the Wizz Air bring about
only 20 % sales while 20% consumers brings about 80% sales so Firms needs to focus on these
consumers ,instead of spending most of its time to please everyone firms needs to build the long-
lasting relationship with its top consumers. Wizz Air send periodic newspapers to their top
consumers and updated them.
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Firm needs to consistent as well as persistent as Firm needs to don't give up the because thy are
unable to see an instant response as things takes time so they are keep trying to establish a
regular view on the presence on the social media and tried to build a marketing technique that
works Flawlessly as firm needs to trial and error regularly.
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REFERENCES
Books and journals
Kim, J.K., 2016. An Empirical Analysis on the Mediating Role of Marketing on Customer
Satisfaction Focused on the Aviation Service. International Commerce and Information
Review, 18(3), pp.227-248.
Łukowski, W., 2017. The role of knowledge management in mobile marketing. Marketing of
Scientific and Research Organizations, 25(3), pp.135-155.
Petrovska, S.V. and Bereziuk, M.O., 2017. MARKETING ACTIVITIES OF AVIATION
ENTERPRISES (Doctoral dissertation, Національний авіаційний університет).
Raza, M., Salleh, M.D.S.B.M. and Shaari, H., 2019. Role of brand awareness, brand loyalty and
customer citizenship behaviour in aviation sector of Pakistan. International Journal on
Economics, Finance and Sustainable Development, 1(2), pp.38-41.
Romanova, L.V., 2017. FORMATION OF MODERNIZATION DRIVERS FOR THE
DEVELOPMENT OF MARKETING OF AVIATION MARKET INNOVATIONS AT
THE ENTERPRISE. СИСТЕМНОГО ПІДХОДУ В ЕКОНОМІЦІ, p.25.
Singh, J., Shukla, P. and Kalafatis, S.P., 2017. IT usage for enhancing trade show performance:
evidence from the aviation services. Journal of Business & Industrial Marketing.
Tadesse, M., 2017. Analyzing Factors Influencing Customers Preference To Use Training
Services Of Ethiopian Aviation Academy (Doctoral dissertation, Addis Ababa
University)..
Zhang, B., Ritchie, B. and Driml, S., 2019. Can message framings influence air passengers’
perceived credibility of aviation voluntary carbon offsetting messages?. Journal of
Sustainable Tourism, 27(9), pp.1416-1437.
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