Explain How Air Asia's Marketing Objectives To Expand The Product Mix
Expanding the product mix
The product mix is the total range of products offered by the business. By expanding their product mix, the profits will increase in the long term. It is used to adapt to the ever changing tastes and preferences of the customers.
Air Asia’s marketing objectives to expand the product mix include:
- New routes and destinations all over the world.
- Flights to Americas and other Western countries
- Further destinations with Air Asia X.
- Improving the Do-It-Yourself customisation product where the customers get to pick and choose what they would like.
Maximising customer service
The most important aspect of the marketing objectives. Customer services is responding to the needs and problems of the customer. …show more content…
An example would be that low income earners ranging from (MYR0 - 40,000 yearly) and middle income earners (MYR40,001 – 60,000 yearly) are more sensitive to price compared to high income earners (MYR 60,001 and over), therefore, they would be more attracted towards Low Cost Carriers (LCC) such as Air Asia. This is due to the fact that low income and middle income earners usually have lesser disposable income compared to high income earners, and are likely to be incapable to afford expensive airline tickets from FSCs such as …show more content…
Fernandes involves himself with the daily functioning of the airline, reflecting his big role of senior management in Air Asia’s relationship marketing and actually implementing decisions based on feedbacks gathered from social medias. An example would be Air Asia adding two previously unpopular destinations such as Lombok and Xi’an because of demands provided by Air Asia’s Twitter followers.
- Twitter followers were also given many free flights by the CEO. This has boosted the relationship marketing with its customers.
- Air Asia places emphasis on Customer Relationship Management (CRM), and as part of its strategy, the airline has launched Ask AirAsia. A third party provides the CRM integrated solution, which Air Asia subscribes to. The program provides feedback to consumers and also answers any questions through live chat and social media platforms such as Twitter and Facebook. It also publishes information through Air Asia’s YouTube, Instagram, blog and Pinterest account effectively and keeps the platforms up-to-date.
Environmental concerns
- In 2007, Air Asia upgraded their fleet with new environmentally responsible aircrafts to improve fuel efficiency and offering the lowest fuel-burn emissions and noise in its class.
- Ticketless services reduce paper wastage.
The product mix is the total range of products offered by the business. By expanding their product mix, the profits will increase in the long term. It is used to adapt to the ever changing tastes and preferences of the customers.
Air Asia’s marketing objectives to expand the product mix include:
- New routes and destinations all over the world.
- Flights to Americas and other Western countries
- Further destinations with Air Asia X.
- Improving the Do-It-Yourself customisation product where the customers get to pick and choose what they would like.
Maximising customer service
The most important aspect of the marketing objectives. Customer services is responding to the needs and problems of the customer. …show more content…
An example would be that low income earners ranging from (MYR0 - 40,000 yearly) and middle income earners (MYR40,001 – 60,000 yearly) are more sensitive to price compared to high income earners (MYR 60,001 and over), therefore, they would be more attracted towards Low Cost Carriers (LCC) such as Air Asia. This is due to the fact that low income and middle income earners usually have lesser disposable income compared to high income earners, and are likely to be incapable to afford expensive airline tickets from FSCs such as …show more content…
Fernandes involves himself with the daily functioning of the airline, reflecting his big role of senior management in Air Asia’s relationship marketing and actually implementing decisions based on feedbacks gathered from social medias. An example would be Air Asia adding two previously unpopular destinations such as Lombok and Xi’an because of demands provided by Air Asia’s Twitter followers.
- Twitter followers were also given many free flights by the CEO. This has boosted the relationship marketing with its customers.
- Air Asia places emphasis on Customer Relationship Management (CRM), and as part of its strategy, the airline has launched Ask AirAsia. A third party provides the CRM integrated solution, which Air Asia subscribes to. The program provides feedback to consumers and also answers any questions through live chat and social media platforms such as Twitter and Facebook. It also publishes information through Air Asia’s YouTube, Instagram, blog and Pinterest account effectively and keeps the platforms up-to-date.
Environmental concerns
- In 2007, Air Asia upgraded their fleet with new environmentally responsible aircrafts to improve fuel efficiency and offering the lowest fuel-burn emissions and noise in its class.
- Ticketless services reduce paper wastage.