The value proposition explains why a consumer should buy a product or use a service and how the product or service will add more value, or better solve a problem, than other similar offerings. Marketing mix marketing mix is the set of the marketing tools that the firm uses to pursue its marketing objectives in. The marketing mix has dominated marketing thought, research and practice since it was introduced almost 40 years ago gr nroos, 1994. Product can includes package, warranty, after sale service, brand name company image and many more. A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. The leading approach to the study of this issue is the marketing model 7p, allowing structuring the changes in a complex of marketing tools with regard to trade and information services of online stores. Understanding marketing mix in air asia airline bhd author. Air india has different prices based on the route of air traffic as well as the distance and finally the number of halts on the way.
Promotion plays an important role in the marketing mix of cadbury, the company uses a proper mix of atl, btl and digital channels for creating awareness and promoting their products. The marketing mix of air india discusses the product marketing mix for one of the leading airlines in india. Pdf on apr 19, 2017, monira alam kanta and others published marketing plan airasia find, read and cite all the research you need on researchgate. It also consists of service mix process, people, physical evidence. These advertisements repeat the information to capture the consumers attention. It is associated with the airline industry and deals in airtravel carriers. Airasia berhad is commonly known as airasia and is of malaysian origin. Aim of article is to analyze marketing mix theoretical aspects. Understanding marketing mix in air asia airline bhd. Distribution channels make up the place in the 4 ps of the marketing mix alongwithproduct,price,andpromotion. The loa manual clearly outlines matters over which the board.
In 1960s hui lau shan hls has opened his first herbal drink store in yuen long hong kong. Relationship of 7p marketing mix and consumers loyalty in traditional markets. The marketing mix s 7 ps model is a marketing strategy tool that is used in a business in order to gain the feedback from the market in relation to marketing objectives. Unlike some of their competitions who do not pursue the online marketing efforts with their hearts, airasia just marching. The marketing mix is considered to be one of the most important aspects of the marketing process. Other revenue fronts the company has deals with hertz car rental, hotels, phone cards, and bus tickets. Marketing mix of airasia analyses the brandcompany which covers 4ps product, price, place, promotion. Pdf understanding marketing mix in air asia airline bhd. Marketing platforms and tools have certainly changed, but the foundation is rock solid. The reputation of your brand rests in your peoples hands. It is about putting the right product or a combination thereof in the place, at the right time, and at the right price. The difficult part is doing this well, as you need to know every aspect of your business plan. Table of content contents marketing audit 2 external analysis 2 macroenvironment 2 microenvironment 5 internal analysis 9 airasia marketing mix 4ps 9 swot analysis 11 marketing objectives 17 marketing strategy 17 action programs 25 financial budgeting 26 implementation control 27 references 31 marketing audit external analysis macroenvironment political environment government regulates. The article discusses that marketing mix is one of the main objectives of the marketing mix elements for setting objectives and marketing budget measures.
Marketing mix problems and causes encountered marketing essay. Introduction to marketing mix introduction to business. Distribution in order to be successful in a global market, a marketer must make its products and accessible to customers at all costs. Marketing mix element with the influence of the local culture will have a big impact on the product or services and management in the country that the company wanted to entry.
In particular, the marketing mix or 4ps product, price, promotion, and place operates as the main forces when it comes. A dreary homogeneity of style, a key element of ritual. Marketing mix means of translating marketing planning into practice bennett, 1997. Borden published his 1964 article titled, the concept of the marketing mix. Marketing mix of malaysia airlines analyses the brandcompany which covers 4ps product, price, place, promotion. As of 2020, there are several airasia marketing strategies like productservice innovation, marketing investment, customer experience etc. Airasia berhad is malaysia and asias first low cost carrier has made its name synonymous with low fare air travel in the region.
Airasia has the distinction of being the largest airline in terms of destinations and fleet size in its home country malaysia. Backgroundhistory thai national airline was the only one airline which could fly in the main routes such as bangkokchiang mai by nonstop traveling in the past. Agents make immediate payment via a virtual airasia credit card, developed through one of its strategic partners. Airasia marketing plan low cost carrier airlines scribd. There are four marketing mix for airasia such as product, price, place and promotion. Marketing mix price, place, promotion, product when marketing their products firms need to create a successful mix of. It also means defining the characteristics of your product or service to meet the customers needs. In this article, i will discuss and analyze airasia airline within the context of this marketing concept described above. Strategize, manage and execute social media for airasia singapore.
The marketing mix elements in order to arrange from the highest to the lowest level of. Marketing mix is a greatest strategy for attaining competitive advantage for any firm. Marketing mix problems and causes encountered marketing essay 1. Their recipe of his specialty guilinggo and herbal drinks is being passes down from their family from generation to generation. Nurul shahidah marketing, commercial airasia linkedin. Easy payment channel air asia red carpet services airasia x porters 5 generic strategies airasia type 1 cost leadershiplow cost passion for guests satisfaction promotion market development airasia berhad is a malaysian lowcost airline headquartered in kuala lumpur. This advertisement exposed airasia to everyone especially the latest information shared by airasia. Ryanair marketing mix product or service low cost, no frills air travel to european destinations. Marketingmix definition b2b manager glossar saxoprint. Are exceptionally vulnerable to local talent, it is now claimed. The customer is king thus it is mandatory to employ excellent marketing mix by marketing. Now a household name throughout asia, airasia offers lower fares by eliminating most traditional passenger services in order to make air travel affordable and accessible for.
Strategies for marketing mix of 4ps for competitive advantage the marketing mix by 4ps is a conjuration and it can only be implemented by marketing managers. These marketing mix elements were confirmed by kotler and armstrong 2010, which indicated that the marketing mix is a set of controllable tactical marketing tools which are used for organizations to implement their marketing strategies. Their 6 marketing secrets revealed published on june 18. The 7 ps of the model are price, product, promotion, place, people, process, and physical environment fine, 2017.
The impact of marketing mix on the competitive advantage. Unilever products are diversified and they have products in each and every category ranging from foods, refreshments personal care, home care. Britvic assessment task instructions this is an openassessment task instructions this is an openbook assessment. Marketing mix of airasia analyses the brandcompany which covers 4ps product, price, place, promotion and explains the airasia marketing strategy. For example, under the handlooms, textiles and handicrafts sectors. Identifying the target market and highlighting some of the marketing mix employed to attract the chosen market finally, i will. Marketing mix of airasia airasia marketing mix explain. Without knowing the product, it is hard to design a place strategy, decide on a promotion campaign and set a price for your product. Airasia have advertisement in newspapers magazines and. Airasia is a subsidiary of its parent company tune group and has positioned itself as a force to reckon with in asian region. Able to provide integrated digital marketing planssuggestions to the marketing team. Several concepts and ideas combined together to formulate final strategies helpful in making a brand popular amongst the masses form marketing mix.
Rm7020,000, rm7862,000, and rm8805,000 respectively. Services are distinguished from products mainly because they aregenerally produced at the same time as they are consumed, and cannot bestored away or taken. The revenue of airasia is expected to rise due to the marketing mix strategy that the company applied which had been discussed in earlier part. Other airlines had to land at utapao airport before taking off to chiang mai. Malaysia airlines marketing mix 4ps malaysia airlines. Airasia have advertisement in newspapers, magazines and other printed media. Should be valid as long as i used the special case of the words from the wave can be dangerous. Product services the term product refers to tangible, physical products that can been touch and seen or services. Airasia airlines is a major player in the low cost air flight industry connecting over 88 routes in asia and have 5 hub such as the main based in malaysia, thailand. Marketing mix of air india air india marketing mix. Marketing environment analysis of air asia student life. And, lets hope it always remains personalized and peopledriven. The marketing mix is often crucial when deciding a product or brands offer, and is often connect with the four ps.
To create the right marketing mix, businesses have to meet the following conditions. Marketing mix of unilever product unilever owns more than 400 brands. Get traffic statistics, seo keyword opportunities, audience insights, and competitive analytics for airasia. Marketing mix of cadbury 4ps of marketing mix of cadbury. The marketing mix is a business instrument used in marketing and by marketers. Sales office airasia only has a few sales offices and only establish a call centre if they are confident the sales derived from the centre will be worth it marketing mix strategy 4. Explain how britvic might adapt their marketing mix in response to three possible changes in market conditions. Even with all the changes that technology has brought us, the 80 year concept of the 4 ps of marketing mix are still relevant and applicable today.
In airasia s rise to become the leading asian lcc, it has been observed that airasia penetrated the. This gives an overview of the place and distribution strategy in the marketing mix of cadbury. Air asia promotion 2012 22 july 2012 air asia low fares 201220. In anchor pricing, airasia prices its services and tickets at an extremely low price, encouraging the customers to start thinking about the possibility airasia marketing strategy flying with airasia. Analysis marketing mix 4ps table of content contents. It plays a significant role in creating value and satisfaction for the customer. Pdf understanding marketing mix in air asia airline bhd anthony. The marketing mix section covers 4ps and 7ps of more than brands in 2 categories.
1129 1201 800 1275 777 368 60 1437 269 877 583 234 1573 1244 944 1026 847 1328 791 237 740 806 1082 1051 1145 602 536 948 912 328 317 170