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Sri Lankan Airlines Brand - Case Study Example

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This paper "Sri Lankan Airlines Brand" discusses Sri Lankan Airlines. Over the years, the airline has done numerous changes within the organization’s business processes, aiming toward leadership among Asian airlines in terms of “service, comfort, reliability and punctuality…
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Sri Lankan Airlines Brand
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Download file to see previous pages Sri Lankan Airlines utilizes different functions of marketing communications. These include advertising, public relations, sponsorships, sales promotion and direct marketing in its marketing communications efforts.

With the advertising function, the company utilizes traditional media such as television and radio spots, as well as a non-traditional medium such as the internet (DailyNews.lk 2007). The campaign ‘Home Away from Home’ is developed by Grant McCann (SriLankan.aero, 2007) and communicates through the medium “the idea of staying at home and traveling the world (DailyNews.lk, 2007 August).

Public relations is another medium the company utilizes in the form of events/publicity stunts and press releases. Publicity stunts and events include the SriLankan Golf Classic at the Victoria Golf & Country Club, the Singer-SriLankan Rugby Sevens, and the company’s Surfing Competitions (SriLankan.aero, 2008 January 3). The company has coordinated tours to invite international journalists to Sri Lanka and provide the events international coverage and leverage publicity (SriLankan.aero, 2008 January 3).

The company’s sales promotion efforts through its loyalty program called FlySmiles (SriLankan.aero, 2008 March 25). This program includes value-added services such as priority wait-listing, pre-assigned seating, priority check-in, free excess baggage, priority baggage delivery, family bonus, and fast-track facility (SriLankan.aero, 2008 March 25). Various discount offers such as the ‘Hot Seats’ is also utilized by Sri Lankan Airlines (LankaBusinessOnline.com, 2009 January 25).

The company’s direct marketing efforts include its corporate website which provides a good deal of information about the company and its products and services, as well as flight schedules, etc.  ...Download file to see next pagesRead More
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