Dr Keith Mason FRAeS
Transcript of Dr Keith Mason FRAeS
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The Product of the future
Dr Keith Mason FRAeS
Istanbul Technical University
Air Transportation Management, M.Sc. Program
Airline Marketing
Friday 8th – Session 3
May 2015
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The product of the future
Dr Keith Mason
Head, Centre for Air Transport Mangagement
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Airline Marketing is difficult as it is a service
• Perishable
• Intangible
• Variability of service provision
• Customers involved in the production
– Need to train/educate customers about production/delivery of service
• Other people maybe involved in part of the product experience
• Difficult for customers to evaluate the value created by the service
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Product Planning
• Which segment of the market?
• Which routes?
• Inflight products - no. of cabins, size of cabins, seat configurations, interior
design, IFE, food, toiletry bags,….
• Loyalty programme/ Frequent Flyer Programme
• Ground related products - access to and from airport, lounges, check-in, fast
track, baggage handling,…
• Branding and differentiation
• Harmonisation of products with partners
• ……….
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This
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Or this?
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This
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Or this?
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21st Century Customer Characteristics
• Informed/empowered
• Demand service excellence
• Value-conscious
• Internet savvy
• Time-conscious/speed
• Demand individual service
• Demand flexibility
• Low loyalty
• Spoiled
• Share poor experience instantly with social network
• ……………..
• ………..
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Marketing Strategies
• Market intelligence/research to identify customers, and their values and expectations
• Delivering the correct product at a competitive price
– how to achieve premiums in a revenue management environment for added value products when these
products cannot be stored?
• Creating an identifiable and sustainable competitive advantage
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What might you want on your own individual airline product?
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The future
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The future
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The future