MARKETING PROCESSMarketing Process is a process of communicating and providing products and services to the consumers in a way that it guarantees satisfaction to both the provider and the consumer. In this essay, we will briefly look into some key aspects of marketing process such as marketing mix, PEST factors, segmentation etc. with reference to British Airways. British Airways is the UK's largest international scheduled airline, and flying to over 550 destinations. The British Airways group consists of British Airways Plc and a number of subsidiary companies including British Airways Holidays Limited and BA Connect Ltd.
British Airways have many a first to its credit - the first airline to offer jet passenger services and the first to operate weather-beating auto landings. It is also the first to offer supersonic passenger services and the first to offer fully-flat beds. (British Airways, n.d. ) Long recognised for its quality of service, BA is the second largest airline in Europe. In 2006. it was provided the Airline of the Year prize at the Skytrax World Airline Awards, which took into account factors such as product services, staff assistance and safety.
The main principle behind BA’s marketing success has been the innovations in comfort and customer satisfaction. British Airways have focused on building relationships with their clients and providing more than 100% satisfaction to them. For example in 2000, British Airways introduced 'Club World' which offered a horizontal bed in business class. Market research had identified that customers wanted the opportunity to sleep when they were travelling in business class. Following product development the new flat bed seat was introduced on the London to New York Route in April 2000.
Following the introduction of the 'Club World' bed in April 2000, British Airways Share of the market steadily increased. Marketing: Marketing can be defined as a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in such a way that it benefits both the organization and its stakeholders. (AMA, 2004) Another way of defining it is as a social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others (Kotler, 1999) Adcock used the four Ps to define marketing as “The right product, in the right place, at the right time, at the right price”.
(2001) Another definition which matches capabilities with the needs is that marketing is all about using the resources of an organization in such a way that they meet the changing needs of the customer in the best possible manner. And based on social and economic aspects of the marketing, we can define Marketing as a process in which the society encourages formation of distributive systems composed of participants who, create the flows which resolve market separations and result in exchange and consumption to supply its consumption needs.
(Bartles, 1976). Marketing Objectives: They are the objectives which when met leads to sales. They should be clear and measurable and should have a stated time frame for achievement. They basically set out what the business is trying to achieve and can be set at two levels --- Corporate or Functional level. Both corporate and functional objectives need to conform to the commonly used SMART criteria.
The SMART criteria states that the objective should be: Specific, Measurable, Achievable, Relevant and Time Bound thus based on this criteria some of the objectives of BA can be to increase customer base by 20 percent in one year, Be one of the largest passenger carrying airline in business class or be the first airline to be considered by customers when thinking of transatlantic flights. This can be done by increasing consumer awareness through advertisements or direct mailings or emails regarding the facilities available to business class passengers during transatlantic flights or by providing user friendly options such as e ticketing to customers for booking their tickets at their own convenience.
British Airways has appointed e-Dialog as its e-mail marketing service provider for customer communications in the UK. This will help them in supporting its e-mail communications to Executive Club members and registered customers on its Web site, www. ba. com. This reflects the growing importance of direct electronic customer communication as part of the airline’s marketing communications strategy. Moreover, they have introduced e ticketing as a means of providing hassle free tickets to customers.
British Airways is the first IATA carrier to offer e-ticketing in the United States through Worldspan - a reservation, ticketing and office automation system. Besides e-ticketing, they are also revalidating BA flights electronically and are also able to carry out exchange or refund transactions. (britishairways, n.d. )