Qantas Marketing Mix
Qantas Marketing Mix
Product
Airlines companies experiences an increasing competitiveness in the industry, hence it requires immense importance to product planning. Products are crafted to attract new customers and hold on to the current ones. The products of Qantas are related to travelling accommodation in their airlines or freight containers.
Qantas offers premium travelling arrangements including First class, international business class, International economy class, premium economy with various kind of amenities, meals and seating arrangements. Domestic flights have separate economy and business class arrangements with in-flight entertainment.
Its products are latest and linked with technology and all information are available from website and also boarding facility too.
It also facilitates its cargo customers with good tracking systems and very speedy deliveries.
Price
Qantas generally uses ‘cost plus margin’ method of product pricing which means market with more demands prompts higher pricing for Qantas. Qantas provides fair refunding to customers which keep the company ahead of its all competitors.
Frequent Flyer Memberships offer excellent benefits to the customers.
Promotion
Promotion | Description | KPIs - General Leading premium airlines in the world providing world class product and services to customers. |
Mass media advertising | With the news of emergence of Etihad in Australia, advertising should be such that its messages are customised per each customer. | Brand empathy measured via competitive advertising. |
Celebrity endorsement | To sustain and increase its brand name, careful selection of a celebrity should be done. | It should cover TV, Radio, Internet, Exclusive billboards |
Product placement | In social networking sites targeting a wide demographic. Second focus on memberships. | Should use social networking site popular in specific area. |
Social media | Content and advertising to focus on middle class. | To attract them for upgrading their travel itinerary[a] |
Qantas behaves strategically in advertising the products. It also sponsors and participates in expos, conventions, sports, fairs etc.
Place
Direct sales are conducted from Qantas counters at the airports. More increasingly internet is used for customer services, bookings and issuing boarding passes.
Politics
The political factors mainly indicates the influence of government over the performance of the company and in respect to Qantas, its analysis indicates that the airline is faced with governmental actions across various regions. As for instance, the airline is affected by the political instability in the Middle East, and also the political unrest in Bangkok has affected its operations in generating sufficient revenue from it