Beruflich Dokumente
Kultur Dokumente
Reg#1711-108006
BBA 9TH
Subject: :::
The marketing of services
MISSION STATEMENT
“Enjoy The Difference – Freedom,
Flexibility And Savings.”
VISION STATEMENET
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
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
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
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
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
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
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
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
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:
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