Case Study: Promotion Stratagy

Case Study: Promotion Strategy Paper

Case Study: Promotion Strategy Paper: Abstract

        In this paper the author discussed the different promotion strategies of Southwest Airlines.  the author discussed how Southwest Airlines uses their marketing mix to gain customers and remain a leader in the value airline brand of choice for flyers.  The author made an evaluation of Southwest Airlines Integrated Marketing Communications and made recommendations on what they can improve upon.

Case Study: Promotion Strategy Paper

        Southwest Airlines is the world’s largest value airline (The Aviator Writer, 2013). Being a value brand means that Southwest has a different group to cater to than the other Airlines globally because of the amount of competition that is in this segment (Huang, 2013).  The increased demand for low cost travel, coupled with the ever-changing cost of fuel is causing Southwest to add value to and already value driven segment (Air Cargo World, 2005). Southwest uses several techniques to market flying as not just a value experience, but as an experience in the sky that you can kick back and relax in. How does Southwest Airlines target their customers?  How do they relay their message to the customers that they want to reach?  Southwest uses a complex integrated marketing communication mix.  This is a breakdown of what southwest uses and how they can improve on this mix.

        In a survey done by the Consumer Reports in 2011, Southwest Airlines was considered to be the best airline to fly (Consumer Reports, 2011).  What was it that stood out for Southwest? They had the highest possible rating for ease of check in (2011). Ninety Three percent of the people that were surveyed purchased their tickets online (2011).  They also had the highest rating in the friendliness of their staff (2011). To get repeat customers the staff is the face of your company.  Flying Southwest Airlines they flight staff is highly trained in making sure that the customer is taken care of. This is a major part of Southwest Airlines marketing communications, training of their staff.  One area that Southwest Airlines needed improvement in, according to Consumer Reports, is their inflight entertainment (2011).  In 2011, when Southwest acquired AirTran Air, they added the ability to use Wi-Fi in their AirTran Branded flights (Southwest, 2011).  Southwest Airlines has also recently been offering Dish Network to their flyers (Southwest, 2012).  In the summer of 2013 Southwest, to boost their inflight entertainment offerings, began offering Dish Network at no cost (Nicas, 2013).

        In Southwest recent TV spots they talk about how they can give you great service while also giving you a great price.  In their ad called “Winglets” Southwest Airlines delivers the message that the winglets on the tips of the wings are not there to look neat, but they are there to save gas (GSD&M).  Ad Age pointed out that the ad was the first ad that they had used their new ad agency GDS&M, and the ad had a similar feel to Delta Airlines, a higher end competitor and considered this a miss in their Advertising (Advertising Age, 2013).