Aer Lingus Products and Target Market Segments - Essay Example

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This research paper describes about Aer Lingus products and its target market. This paper also analyzes the marketing mix (4 Ps); the organization is using to attract the chosen target market. It also analyzes effectiveness or ineffectiveness of the 4P mix that Aer Lingus is using and suggests if there are any changes in the marketing mix…
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Aer Lingus Products and Target Market Segments
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"Aer Lingus Products and Target Market Segments"

Download file to see previous pages Aer Lingus is one of the reputable fleet carrier companies in Ireland. With the low cost model and one way fares, Aer Lingus brand has become most talked about brand in fleet services. On October 22, 2006, Aer Lingus entered into a new phage of business as it realized nearly 400 million Euros through Irish and London Stock Exchange. Most of the Aer Lingus passenger revenue will be generated from its website As per the latest records, nearly 81 percent of total passenger revenue was generated from the website. The effective marketing strategies for products as well as services help company to achieve great heights. With the low cost air fleet charges, Aer Lingus has become a competitor for Ryan air.

Aer Lingus has celebrated its 75th birthday in May 2001. With 1,215 million revenues in 2010, Aer Lingus is planning to push forward with wide range of products and services in the market. 2009 was a difficult year for Aer Lingus as it witnessed nearly 93 million Euros loss. To turnaround the company, Aer Lingus has come up with several strategies such as better matching of capacity to demand, connectivity improvements with in the network as well as partner’s network and partnerships....
2009 was a difficult year for Aer Lingus as it witnessed nearly 93 million Euros loss. To turnaround the company, Aer Lingus has come up with several strategies such as better matching of capacity to demand, connectivity improvements with in the network as well as partner’s network and partnerships. Aer Lingus products are considered to be the cheaper products when compared to its competitor’s products. Though, companies like Ryanair offer much cheaper products than Aer Lingus, the customers would love to travel by Aer Lingus because of great service. Aer Lingus offers both Cabin Services as well as Auxiliary services. Cabin Services include a two class business and economy service on long-haul routes and a single class economy service for all short-haul routes. Auxiliary Services include In-flight sales merchandise, car rental sales, hotel accommodations and commission from online currency conversion. Literature Review According to Philip Kotler, Marketing is the process of offering suitable product to customer. Everything comes to one equation; right product at right place at right price to the right customer (Philip Kotler). Marketing has become one of the most focused areas for any company in the world. Be it is a small scale internet based company or a large scale manufacturing company; without proper marketing, the survival would be a big question mark. According to Neil Borden, marketing department of any company should primarily focus on 4Ps. They are Price, Product, Promotion and Place. The 4Ps are also called as Marketing Mix (Neil Borden 1953). 4P mix is majorly used when you are trying to market a product, which customers can touch and feel. When focusing on the services, the marketing mix would be changed slightly. It ...Download file to see next pagesRead More
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