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Marketing Strategies (MKT500) Industry/Company Analysis Presentation

Marketing Strategies (MKT500) Industry/Company Analysis Presentation. Southwest Airlines Cevdet KIZIL Gokhan BAYKAL. New Product/Service Development. Expand service to Denver, Miami and Minneapolis. Short-haul, frequency, point-to-point and low fare service convenience.

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Marketing Strategies (MKT500) Industry/Company Analysis Presentation

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  1. Marketing Strategies (MKT500)Industry/Company Analysis Presentation Southwest Airlines Cevdet KIZIL Gokhan BAYKAL

  2. New Product/Service Development • Expand service to Denver, Miami and Minneapolis. • Short-haul, frequency, point-to-point and low fare service convenience. • Similar in terms of daily departures and number of passengers (Phoenix, Las Vegas, Houston). • These three cities are currently not served by Southwest Airlines.

  3. Target Market • Moderate income • No frill value minded • No lower uppers, no upper uppers • High raters of low price (consumer evaluation grid) • Mainly consumer travelers rather than business travelers

  4. Marketing objective • Increasing sales 3% in the first year up to 5% in the second year • Entering Denver, Miami and Minneapolis cities.

  5. Pricing Strategy • Penetration Pricing Strategy • Higher volume with lower price. • Best against price sensitive customers and existing & potential competitors • No premium pricing.

  6. Distribution Strategy • Direct Distribution • No Intermediaries (e.g. travel agencies) • Total quality control and lower costs • Website/Toll-Free Call Center

  7. Marketing Budget • Objective and Task Method • On the basis of dollar amounts.

  8. Advertising and Promotion • Pull selling strategy • Newspaper ads • TV/radio • Bulletin boards • Websites • Newly painted planes • Public Relations Events • E-mail advertising

  9. Monitoring and Control • Checking financials • Monitoring market share in new markets. • Analyze departure and arrival stats. • Review safety stats • Track website usage • Control e-mail list subscriptions • Online and face-to-face surveys • Controlling plan as a whole annually

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