Lufthansa Group International marketing

Eryomin Constantine0/1301, World Economy

Institute of Management,SPSUoE

2014

International activity of Lufthansa Group

International market competition

Communication marketing mix

• Direct connections– Telecommunication feedback;– Providing of additional services (luxury

waiting halls, Wi-Fi access, Miles&More program);

• Advertising• Public press conferences

Financial aspects of international marketing

2008 2009 2010 2011 20120

5

10

15

20

25

30

35

24,8

22,3

26,5

28,730,1

Profit (2008-2012 )

Main strategic issues

• Innovative mobile technologies• Reducing of marketing costs• Customer services• Changing the position on

domestic market (working with subsidiary “Germanwings”)

Thank you for your attention!