Within the two days of being live, the contest had more than 4,000 users. Air asia promotion 2012 22 july 2012 air asia low fares 201220. Ethical marketing can be defined as an inquiry into the nature and grounds of moral judgments, standards, and rules of conduct relating to marketing decisions and marketing situationsnguyen et al. Free interview details posted anonymously by airasia interview candidates. It followed indias september 2012 decision to permit foreign carriers to. These marketing mix elements were confirmed by kotler and armstrong 2010, which indicated that the marketing mix is a set of controllable tactical marketing tools which are used for organizations to implement their marketing strategies.
Table of content contents marketing audit 2 external analysis 2 macroenvironment 2 microenvironment 5 internal analysis 9 airasia marketing mix 4ps 9 swot analysis 11 marketing objectives 17 marketing strategy 17 action programs 25 financial budgeting 26 implementation control 27 references 31 marketing audit external analysis. The article discusses that marketing mix is one of the main objectives of the marketing mix elements for setting objectives and marketing budget measures. Marketing objectives the airasia marketing objectives are, to be the lowest cost short haul airline in every market that they serve, to continuously launch new routes under airasia as well as to own 175 airbus a320 models by year 2015. It is not uncommon to see aviationrelated companies keep changing their own strategies to make ends meet. In nov, expanded offering to include bookings of other airlines. Sales office airasia only has a few sales offices and only establish a call centre if they are confident the sales derived from the centre will be worth it marketing mix strategy 4. Pdf on apr 19, 2017, monira alam kanta and others published marketing plan airasia find, read and cite all the research you need on researchgate.
There are many ways to market the services of airasia. Pdf understanding marketing mix in air asia airline bhd. Since then, this terminology has become a common knowledge in the. As we noted before, the marketing mix is predominately associated with the 4ps of.
Unilever products are diversified and they have products in each and every category ranging from foods, refreshments personal care, home care. To be the lowest cost short haul airline in every market to continuously launch new routes under airasia to own 175 airbus a320 by year 2015. Marketing mix of airasia analyses the brandcompany which covers 4ps product, price, place, promotion. Air asia mix marketing free download as powerpoint presentation. Malaysia airasia 2001 thailand airasia 2003 indonesia airasia 2005 airasia philippines 2010 20 0. Services are distinguished from products mainly because they aregenerally produced at the same time as they are consumed, and cannot bestored away or. It is about putting the right product or a combination thereof in the place, at the right time, and at the right price. It is cofounded in malaysia by two prominent entrepreneurs, mr. Other revenue fronts the company has deals with hertz car rental, hotels, phone cards, and bus tickets. How a budget airline is driving urbanization in asia. Airasias secret strategy in india india real time wsj. In august 2011 airasia and mas, malaysias national carrier, announced a partnership called the comprehensive collaboration framework, whereby a share swap deal was agreed between tune air, the owner of airasia, and khazanah nasional, the government backed investment arm. Marketing mix of air asia essay sample airasia berhad is malaysia and asias first low cost carrier has made its name synonymous with low fare air travel in the region. Sales interaction between the firms representative and a consumer on a one to one basis.
Borden published his 1964 article titled, the concept of the marketing mix. As stated by maria elena 2011, product is the most important aspect in marketing mix because without the product there is nothing to be promoted. Hence, airasia is offering a low fare airplane ticket to meet with the demand of the people. Marketing mix 4ps promotion and promotional strategies.
Costconscious travellers are becoming the target market airasia because they are similar in terms of attitudes and values. Marketing mix problems and causes encountered marketing essay. Marketing mix of airlines industry linkedin slideshare. Marketing ensures your business will continue, as fernandes believes. How marketing makes or breaks a company nordic business report. Aim of article is to analyze marketing mix theoretical aspects.
Rm7020,000, rm7862,000, and rm8805,000 respectively. In airasias rise to become the leading asian lcc, it has been observed that airasia penetrated the. Discuss the key marketing strategy of nike in recent decades, we have witnessed a high performance marketing of nike which make its brand name is wellknown all around the world. Malaysia airasia 2001 thailand airasia 2003 indonesia airasia. Airasia x is the only longhaul lcc currently flying the europeanasia pacific corridor. The marketing mix is probably the most famous phrase in marketing. Airasia group berhad analyst presentation fourth quarter. Services are distinguished from products mainly because they aregenerally produced at the same time as they are consumed, and cannot bestored away or taken. The revenue of airasia is expected to rise due to the marketing mix strategy that the company applied which had been discussed in earlier part. Analysis marketing mix 4ps table of content contents. Recalibrating destination mix, focusing on core routes with strong yields. The competition received 12,500 entries and reached 2,291,483 people, which is a whopping 20 percent of all australians using facebook. Promotions designed to create a short term increase in sales.
Background on airasia airasia is asias very first budget or low cost carrier lcc. Table of content contents marketing audit 2 external analysis 2 macroenvironment 2 microenvironment 5 internal analysis 9 airasia marketing mix 4ps 9 swot analysis 11 marketing objectives 17 marketing strategy 17 action programs 25 financial budgeting 26 implementation control 27 references 31 marketing audit external analysis macroenvironment political environment government regulates. Marketing objectives following are the marketing objectives set by airasia berhad airasia berhad annual report, 2009. Examples of sales promotion include money off coupons, discount codes and flash sales.
Kamaruddin meranun, which have spotted business opportunity arising from the inexistence of the much needed affordable air travel service in asia. It also consists of service mix process, people, physical evidence. The problem that encountered by hui lau shan is lack in variety. As of 2020, there are several malaysia airlines marketing strategies like productservice innovation, marketing investment, customer experience etc. Marketing mix of airasia analyses the brandcompany which covers 4ps product, price, place, promotion and explains the airasia marketing strategy. It is associated with the airline industry and deals in airtravel carriers. Thirdly, airasia separates the market by using psychographic segmentation airasia marketing, n. Marketing mix element with the influence of the local culture will have a big impact on the product or services and management in the country that the company wanted to entry. The airasia story international civil aviation organization. Airasia is a subsidiary of its parent company tune group and has positioned itself as a force to reckon with in asian region. In august 2011 airasia and mas, malaysias national carrier, announced a partnership called the comprehensive collaboration framework, whereby a share swap deal was agreed between tune air, the owner of airasia, and khazanah nasional, the government backed investment arm owner of mas. By implementing this strategy, airasia can gain more profit from the sales of the food and beverages because it sells the products higher prices than supermarket or restaurant.
The airasia marketing objectives are, to be the lowest cost short haul airline in every market that they serve, to continuously launch new routes under airasia a. As of 2020, there are several marketing strategies like productservice innovation, marketing investment, customer experience etc. For example, airasia may spend rm300,000 in the field of research. Airasia berhad is commonly known as airasia and is of malaysian origin.
The difficult part is doing this well, as you need to know every aspect of your business plan. In addition to that, the management sees great opportunities to grow in the china market by. Airasia marketing manager interview questions glassdoor. Airasia also providing food, snacks and beverages on the plane, so customer can just buy what they want. Marketing mix of malaysia airlines analyses the brandcompany which covers 4ps product, price, place, promotion and explains the malaysia airlines marketing strategy. Backgroundhistory thai national airline was the only one airline which could fly in the main routes such as bangkokchiang mai by nonstop traveling in the past. Marketing mix of unilever product unilever owns more than 400 brands. My belief is that nike not only is a marketingoriented company but also has used 3ps out of 4ps marketing mix model effectively, including product, place and. By the following year, fernandes had airasia profitable and expanding fast, eventually growing from having just two planes to a fullfledge fleet of 202, from going to a few cities in malaysia to. Direct mail post and email this involves sending marketing to a named individual or. Airasia airlines is a major player in the low cost air flight industry connecting over 88 routes in asia and have 5 hub such as the main based in malaysia, thailand. How marketing makes or breaks a company nordic business.
Table 1 definitions of ethical marketing, social marketing and fairness management authors. Apr 19, 2020 marketing mix of airasia analyses the brandcompany which covers 4ps product, price, place, promotion and explains the airasia marketing strategy. Airasia friendsy social media campaign noble studios. The airasia story icaocaac symposium on low cost carriers 5th november 20 1. Now a household name throughout asia, airasia offers lower fares by eliminating most traditional passenger services in order to make air travel affordable and accessible for. Prior to the establishment of airasia, access to air travel in asia is deemed as exclusive for the higher income customers due to the high airfare. The marketing mix of emirates airlines shows why the airline is one of the beloved across the world. Aviation, an industry where it is full of fluctuations, has always been affected by various factors. In this article, i will discuss and analyze airasia airline within the context of this marketing concept described above.
Understanding marketing mix in air asia airline bhd author. As of may 15, 2012, there were more than 11,000 completed entries and the contest increased the. Marketing mix of emirates airlines emirates marketing mix. Identifying the target market and highlighting some of the marketing mix employed to. Understanding marketing mix in air asia airline bhd. Agents make immediate payment via a virtual airasia credit card, developed through one of its strategic partners. Airasia marketing mix 4ps airasia marketing strategy. Commencing in 1996, within fifteen years, airasia managed to expand its operations into another ten countries. Ryanair marketing mix product or service low cost, no frills air travel to european destinations. Identifying the target market and highlighting some of the marketing mix employed to attract the chosen market finally, i will. The marketing mix principles are controllable variables which have to be carefully managed and must meet the needs of the defined target group. Airasia has the distinction of being the largest airline in terms of destinations and fleet size in its home country malaysia. Other airlines had to land at utapao airport before taking off to chiang mai.
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