IBRAHIM ZAMAN

Reg#1711-108006
BBA 9TH

Presentation topic :::::

MARKETING PLAN OF AIRBLUE

Subject: :::
The marketing of services
MISSION STATEMENT
“Enjoy The Difference – Freedom,
Flexibility And Savings.”
VISION STATEMENET

‘To provide exceptional customer service at low

prices.’
MAKETING MIX
Marketing -mix is the set of all the controllable
elements by the organization.

1. Service Product
2. Service Price
3. Service Place
4. Service Promotion
5. People
6. Physical evidence
7. Processes
 1. SERVICE PRODUCT
1. Levels of products:

2. Product attributes:

1. Levels of products
 The core product

i.e. AIRBLUE services.

 The actual level of product

i.e. Quality and design

2.Product attributes:

 Branding;
i.e. A well known brand AIRBLUE

 Packaging;
Means how the tickets are appeared.
 Warranties;
Especially in cargo services {Safety of baggage}
 After-sale services;
2. SERVICE PRICE
1. Price objectives
2. Pricing strategies
3. Airblue fares

1.Pricing objectives:
 To achieve the financial goals of business.
 Fit the realities of the market place i.e. Will customers
buy at that price.
 Support positioning i.e. consistency with other
variables in the marketing mix.
 Cost determination ; every business want to charge
the price which cover its costs.
2. Pricing strategies:
 Premium pricing ; quality oriented people want
to buy on high prices
 Penetration pricing ; it is to enter in a market
with low prices and building image
 Skimming pricing ; relatively high prices at first
and than lowers the price, especially to build
high quality image
 Economy pricing ; Low prices like Aero Asia
The following diagram shows the pricing
strategies::
 3. Airblue Fares:
Airblue charges according to time that
when you purchase an air ticket ;
The following tables show the fares of
airblue domestically :
AIRBLUE KARACHI-ISLAMABAD FARE

FARE Other APT CED TOTAL  

         5,168       2,000          120       1,075       8,363 FULL

         4,651       2,000          120          998       7,769 10%

         4,134       2,000          120          920       7,175 20%

         3,618       2,000          120          843       6,580 30%

         3,101       2,000          120          765       5,986 40%

         2,584       2,000          120          688       5,392 50%

         2,067       2,000          120          610       4,797 60%

         1,550       2,000          120          533       4,203 70%

         1,034       2,000          120          455       3,609 80%
 AIRBLUE KARACH-LAHORE

FARE Other APT CED TOTAL  

      4,420       2,000         120         963        7,503 FULL

      3,978       2,000         120         897        6,995 10%

      3,536       2,000         120         830        6,486 20%

      3,094       2,000         120         764        5,978 30%

      2,652       2,000         120         698        5,470 40%

      2,210       2,000         120         632        4,962 50%

      1,768       2,000         120         565        4,453 60%

      1,326       2,000         120         499        3,945 70%

        884       2,000         120         433        3,437 80%
 AIRBLUE KARACH-FAISALABAD

FARE other APT CED TOTAL  

         3,210       2,000          120          782       6,112 FULL

         2,889       2,000          120          733       5,742 10%

         2,568       2,000          120          685       5,373 20%

         2,247       2,000          120          637       5,004 30%

         1,926       2,000          120          589       4,635 40%

         1,605       2,000          120          541       4,266 50%

         1,284       2,000          120          493       3,897 60%

            963       2,000          120          444       3,527 70%

            642       2,000          120          396       3,158 80%
  

AIRBLUE KARACHI-QUETTA

FARE Other APT CED TOTAL  

         2,590       2,000          120          689       5,399 FULL

         2,331       2,000          120          650       5,101 10%

         2,072       2,000          120          611       4,803 20%

         1,813       2,000          120          572       4,505 30%

         1,554       2,000          120          533       4,207 40%

         1,295       2,000          120          494       3,909 50%

         1,036       2,000          120          455       3,611 60%

            777       2,000          120          417       3,314 70%

            518       2,000          120          378       3,016 80%
  

AIRBLUE KARACH-PESHAWAR

FARE Other APT CED TOTAL  

      4,300       2,000         120         945        7,365 FULL

      3,870       2,000         120         881        6,871 10%

      3,440       2,000         120         816        6,376 20%

      3,010       2,000         120         752        5,882 30%

      2,580       2,000         120         687        5,387 40%

      2,150       2,000         120         623        4,893 50%

      1,720       2,000         120         558        4,398 60%

      1,290       2,000         120         494        3,904 70%

        860       2,000         120         429        3,409 80%
 AIRBLUE KARACH-GAWADAR

FARE Other APT CED TOTAL  

      2,170       1,200         120         506        3,996 FULL

      1,953       1,200         120         473        3,746 10%

      1,736       1,200         120         440        3,496 20%

      1,519       1,200         120         408        3,247 30%

      1,302       1,200         120         375        2,997 40%

      1,085       1,200         120         343        2,748 50%

        868       1,200         120         310        2,498 60%

        651       1,200         120         278        2,249 70%

        434       1,200         120         245        1,999 80%
3. SERVICE PLACE
Place refers to the physical location of services are
providing.
Place includes;
1. Distribution channel,
2. Nature of channel,
3. Number of Intermediaries,
4. Airblue routes

5. Distribution channel:
“A distribution channel is a set of inter
dependent organization involved in the process of
making a product or a service available for
consumption by the final consumer.”
2. Nature of channels:
Direct marketing channels
Indirect marketing channels
3. Number of intermediaries:
Airblue using exclusive distribution,
which is

“Giving a limited number of dealers the

exclusive rights to distribute the company’s
products in their territories.”
4. Airblue Routes:
Source: Place from where it takeover
Destination: Place where it is landing
Airblue Domestic Routes:
Karachi – Islamabad
Karachi – Lahore
Karachi – Peshawar
Karachi –Gwadar
Karachi –Faisalabad

Airblue International Routes:

Islamabad - Manchester
Karachi – Dubai
Lahore – Dubai
Islamabad – Dubai
Peshawar – Dubai
Islamabad - Abu Dhabi
Islamabad – Sharjah
Lahore – Sharjah
Lahore - Abu Dhabi
Lahore – Muscat
4. Promotion
Airblue is using the following Promotion methods;
1. Advertising
2. Sales promotion

1.Advertising:
Any paid form of non-personal presentation and
promotion of ideas, goods or services by an
identified sponsor.
Advertising have three objectives ;
To inform,
To persuade
To remind
Airblue is using the following advertising media:

 Television channels like GEO TV, ARY TV ,Dawn e.t.c.

 Newspapers like Dawn, The News, and Daily Jang e.t.c.

2. Sales promotion:
Announced rebates or discount of money
during purchasing of services or products.
Plan Ahead and save ; An offer which have low
prices how early you buy or reserve ticket.
Frequent flyer program ; when you complete
blue miles you will be offer special discounts, which
motivates travellers to travel through Airblue.
5. People
Two types of people are included in
service organizations which are;
Service producers ; provide services
Administration personnel
6. Physical evidence
 Physical environment:
furnishings , color, layout
 Facilitating goods and services:
meals during flight and pick drop service for
Business class
 Airblue is well furnished airline providing better meals and
having better customer service
7. process
 Policies and procedures adopted ; radar
system, wireless communication e.t.c

 The degree of mechanization ; paperless

transactions, no frauds are expected

 Operational management ; operations of

airblue are managed by well-qualified and
trained employees.
SWOT ANALYSIS
The SWOT analysis is the process of
analyzing organizations and their environments
based on their strengths, weaknesses,
opportunities and threats. This includes the
environmental analysis, the process of scanning
the business environment for threats and
opportunities, which is considered as external
factors, and the organizational analysis, the
process of analyzing a firm’s strengths and
weaknesses as internal factors.
INTERNAL FACTORS EXTERNAL FACTORS
Strengths
1. Leading Market
Position
2. Brand Opportunities
Recognition 1. High dependence on
3. Superior Passenger Revenues
Operating Structure 2. Debt
4. Network 3. Reliance on Oil Prices
Presence 4. Low market sensitivity
5. Hub airport at in PIA
Karachi
6.Marketing and
promotional strategy
 Weaknesses
Threats
1. Route and fleet
1. High Interest Rates
expansion
2. Accidents
2. Growing demand
3. Strong Competition
for Low cost airlines
4. Interest and foreign
3. Expansion of
currency exchange rates
Freight Business
5. Decline in airline
4. Customer loyalty
industry
5. Shifting customer
6.Political instability
needs
7.Technology changes
6. Industry Recovery
Competitive environment

In analyzing competitive environment of a

business we analyze the overall marketing
programmes of competitors.

Airblue have the following potential

competitors ;
PAKISTAN INTERNATIONAL AIRLINES ( PIA )
AERO ASIA INTERNATIONAL
SHAHEEN AIR:
GULF AIR
KUWAIT AIRWAYS
QATAR AIRWAYS
Existing situation of airblue
 Second best airline in Pakistan
 80 daily flights
 Total computerized transactions
 Self check-in system at Karachi
 Long-route services i.e. Islamabad to
Manchester
 LLC (low cost carrier)
Any questions
about
AIRBLUE