KLM Royal Dutch Airlines Marketing Activities - Research Paper Example

KLM Airlines: Outline Introduction KLM Royal Dutch Airlines is the flag carrier airline of Netherlands. The KLM airlines carry out scheduled passenger and cargo services worldwide to over 90 destinations… Recent marketing activities at KLM airlines In order to take advantages of online social media marketing, recently the company has created three marketing campaigns namely KLM Surprise, Tile & Inspire, and Live Tweet………….. The firm greatly depends upon Web 2.0 or Travel 2.0 applications to build its passenger communities and hence effectively advertise its services…….. KLM airlines has launched its Golf-themed social networking community. The company organizes offline club events for its members and offers them many free benefits including free airport transfers………………… This facility (Meet & Seat) allows travelers to choose who should be seated next to them by forwarding a request through company’s the newly implemented reservation system……………. Conclusion KLM airlines hugely depends upon online social media networks to market its services worldwide……….. The company offers numerous free benefits like free airport transfers to its members……………. Personal thoughts ………………….The company’s recent marketing activities are capable of influencing the firm’s target audience and hence contributing to its market share growth significantly…….. Works Cited page (Name) (Tutor’s Name) (Date) KLM Royal Dutch Airlines Introduction KLM Royal Dutch Airlines or simply KLM airlines is the flag carrier airline of Netherlands. Although KLM was founded by Albert Plesman on 7th October 1919, the company originally commenced its operations on 17th May 1920 by operating its first flight from London to Amsterdam (‘History’ KLM, para.1). The company is headquartered at Amstelveen. The KLM airlines carry out scheduled passenger and cargo services worldwide to over 90 destinations. The organization possessed workforce strength of 31,787 people as of 31st March 2010. KLM airlines is the world’s oldest airline still using its original name. As specified in Plunkett’s almanac, KLM Cityhopper, Martinair, and Transavia.com are the major subsidiaries of KLM airlines. This paper will discuss the recent marketing activities at KLM airlines in detail. Recent marketing activities at KLM airlines While analyzing the recent marketing activities at KLM airlines, it is clear that the company increasingly focuses on social media marketing, because the management believes that social media marketing is the most cost effective way to promote company services worldwide. In order to take advantages of online social media marketing, recently the company has created three marketing campaigns namely KLM Surprise, Tile & Inspire, and Live Reply. Under the KLM Surprise campaign, the firm tries to reach out to its passengers with intent to reward them for remaining with the company. For this purpose, the company extensively used social media monitoring to identify individuals who mentioned KLM in their check-in. The company located those persons and presented them small personalized gifts (KLM Surprise). This real world interaction greatly assisted the company to build strong relationships with its potential passengers. The Tile & Inspire marketing campaign allowed people to have some fun time using a Facebook application; and this campaign provided people with an opportunity to express their creativity (KLM Tile & Inspire). Through this marketing campaign, the company could deliver a clear message that KLM airlines really values its customers and is excited to know customer feedbacks and suggestions. Finally, the main intention of the Live Reply campaign was to convince people that KLM officials are there on Facebook and Twitter 24/7 to support people (KLM Live Reply). This campaign also reflects how much the organization fosters customer involvement in its operations. The KLM management points out that today millions of people worldwide are using online social media websites to communicate each other. Hence, the management claims that social media based promotion would greatly assist the company to popularize its services around the globe at fairly low costs. In addition to social media websites, the company extensively takes advantages of emerging internet opportunities. The firm greatly depends upon Web 2.0 or Travel 2.0 applications to build its passenger communities and hence effectively advertise its services. As Buyck points out, the company has recently introduced customer-centric online communities that keep business people in China and Africa connected (para.4). The KLM management also plans to build such communities for India and Russia. It is interesting to note that KLM airlines has launched its Golf-themed social networking community. In addition, the company organizes offline club events for its members and offers them many free benefits including free airport transfers. Such promotional events would greatly influence people, and hence they are likely to remain with the company for long years. As Johanson reports, the company has recently introduced another web based innovation where KLM passengers are allowed to view the profiles of their co-passengers through Facebook and LinkedIn; and this facility (Meet & Seat) allows travelers to choose who should be seated next to them by forwarding a request through company’s newly implemented reservation system (para.3-4). The firm also uses You Tube to upload and share its promotional videos and marketing campaigns. Undoubtedly, such practices would benefit the organization to communicate its messages to a larger number of people rather than it is possible through conventional media like newspapers and television. Recently, the Air UK and the KLM airlines in the United Kingdom have integrated their sales and marketing functions in order to reduce operational costs and to make service promotion more effective (Case No IV/M.967 -KLM / AIR UK 3). Through this strategic alliance, the KLM’s management believes that the company can cover more geographical area with less cost. Conclusion From the above discussion, it is clear that KLM airlines hugely depends upon online social media networks to market its services worldwide. The company has launched three social media based marketing campaigns recently. The company’s innovative reservation program called Meet & Seat facility allows people to choose who they need to get in the next seat. The sports-themed online promotion also greatly assists the organization to build strong customer relations. Finally, the company offers numerous free benefits like free airport transfers to its members. Personal thoughts In my opinion, the company has made right move in enhancing its service promotion worldwide. Reports indicate that scope of internet based marketing and sales is increasing every day. In this context, the web based promotional tactics would notably assist KLM airlines to reduce its operational costs and to make its promotional efforts more effective. In short, the company’s recent marketing activities are capable of influencing the firm’s target audience and hence significantly contributing to its market share growth. Works Cited Buyck, Cathy. Kenya Airways, KLM launch joint China-Africa freighter service. Air Transport World, February 24, 2012. Web 29 Sept 2012 http://atwonline.com/airports-routes/news/kenya-airways-klm-launch-joint-china-africa-freighter-service-0223 Case No IV/M.967 -KLM / AIR UK. Commission of the European Communities. Web 29 Sept 2012 http://ec.europa.eu/competition/mergers/cases/decisions/m967_en.pdf ‘History’. KLM Royal Dutch Airlines. Web 29 Sept 2012 http://www.klm.com/corporate/en/about-klm/information-school-talks/students-history.html Johanson, Mark. KLM to Introduce In-Flight Matchmaker Service ‘Meet & Seat’. International Business Times. Dec 14, 2011. Web 29 Sept 2012 http://www.ibtimes.com/klm-introduce-flight-matchmaker-service-%E2%80%98meet-seat%E2%80%99-383380 ‘KLM Surprise’. You Tube. Web 29 Sept 2012 http://www.youtube.com/watch?v=pqHWAE8GDEk&feature=player_embedded#! KLM Tile & Inspire. You Tube. Web 29 Sept 2012 http://www.youtube.com/watch?v=YR75c8mtGjk KLM Live Reply. You Tube. Web 29 Sept 2012 http://www.youtube.com/watch?v=8JCaI8qjXrs Plunkett, Jack W (Ed.). Plunketts Airline, Hotel & Travel Industry Almanac 2007: Travel Industry Market Research, Statistics, Trends & Leading Companies. Plunkett Research, Ltd., 2006. Print. Read More