Marketing stragy of Lufthansa Airlines
LUFTHANSA AIRLINE
1. Introduction
The Passenger Airline Group Lufthansa is the core business segment of the Lufthansa Group. It is the most prestigious and largest airline of the world. It is an aviation group with a network of more than 400 subsidiaries around the globe as well. In 2011, the Lufthansa Group employed approximately 120,000 people, generating revenues of 22.3 billion Euros in total. To do so, they welcomed more than 65 million passengers on board their flights, enabled by a fleet consisting of more than 400 aircrafts.
“Quality, innovation, safety and reliability have always been the characteristics of
Deutsche Lufthansa and will remain so in the future.” (Star Alliance, Member Airlines, Lufthansa)
2. Marketing Mix
2.1 Product
Lufthansa is one of the main airline companies in the world. Their partnership with Star Alliance allowed them to provide a large number of destinations (18 domestic’s destinations and 183 international destinations in 82 countries across Africa, Americas, Asia and Europe) with a punctuality rate of 82.4% and a frequent flyer program. Security and trust are two aspects Lufthansa passengers can expect to count on. People flying Lufthansa feel they project a high professional image of themselves as the brand is associated to corporate travel. (Lufthansa Group; “Lufthansa achieves record punctuality at Frankfurt”; 30.01.12)
2.2 Price
Lufthansa strives to maintain competitive prices. Inside Europe though, compared to its competitors, Lufthansa offers average – priced services.
Lufthansa will have to increase their price tickets in the future because of the European law about the Emissions Trading Schemes of the airplanes companies. (Lufthansa social media newsroom; “Ticket prices to rise in Europe as aviation is included in the Emissions Trading Scheme”)
2.3 Place
Lufthansa operates on several distribution channels to ensure a wide coverage of service availability. It offers two online-portals, one for individual
1. Introduction
The Passenger Airline Group Lufthansa is the core business segment of the Lufthansa Group. It is the most prestigious and largest airline of the world. It is an aviation group with a network of more than 400 subsidiaries around the globe as well. In 2011, the Lufthansa Group employed approximately 120,000 people, generating revenues of 22.3 billion Euros in total. To do so, they welcomed more than 65 million passengers on board their flights, enabled by a fleet consisting of more than 400 aircrafts.
“Quality, innovation, safety and reliability have always been the characteristics of
Deutsche Lufthansa and will remain so in the future.” (Star Alliance, Member Airlines, Lufthansa)
2. Marketing Mix
2.1 Product
Lufthansa is one of the main airline companies in the world. Their partnership with Star Alliance allowed them to provide a large number of destinations (18 domestic’s destinations and 183 international destinations in 82 countries across Africa, Americas, Asia and Europe) with a punctuality rate of 82.4% and a frequent flyer program. Security and trust are two aspects Lufthansa passengers can expect to count on. People flying Lufthansa feel they project a high professional image of themselves as the brand is associated to corporate travel. (Lufthansa Group; “Lufthansa achieves record punctuality at Frankfurt”; 30.01.12)
2.2 Price
Lufthansa strives to maintain competitive prices. Inside Europe though, compared to its competitors, Lufthansa offers average – priced services.
Lufthansa will have to increase their price tickets in the future because of the European law about the Emissions Trading Schemes of the airplanes companies. (Lufthansa social media newsroom; “Ticket prices to rise in Europe as aviation is included in the Emissions Trading Scheme”)
2.3 Place
Lufthansa operates on several distribution channels to ensure a wide coverage of service availability. It offers two online-portals, one for individual