KMC6203 MARKETING COMMUNICATION STRATEGIES ASSIGNMENT 1: AirAsia SUBMITTED TO DR NURAFIQ INANI PREPARED BY GWYNETH NATANIA CHUA 241UK2407K ALISHA BT AKIM AFFANDI 1211200668 NIFAIL AIZY HAZIQ 1211103671
Introduction AirAsia may be a famous low-cost carrier headquartered in Malaysia, known for its broad arrangement over Asia and past. Nearby its flying administrations, AirAsia has created a strong computerised stage, advertising a range of administrations from booking flights to inn lodging, car rentals, and indeed nourishment conveyance, giving a consistent travel encounter for its clients. With a centre on reasonableness and comfort, AirAsia's computerised platform has revolutionised the way individuals travel within the locale. They also have an app called AirAsia MOVE. The app could be a groundbreaking computerised stage that rethinks the travel involvement by advertising consistent booking, administration, and get to to select bargains and in-flight administrations. Created by AirAsia, it reflects the airline's commitment to leveraging innovation to upgrade client fulfilment and dependability. By giving personalised and hassle-free travel arrangements, the MOVE app serves as a portal to comfort and proficiency in discussing travel, engaging travellers to set out on extraordinary ventures with ease. The company marketing strategy for the brand AirAsia's overall branding makes it clear who their target audience is. Their target demographic is travellers looking for cheap airfares. These are those who previously couldn't afford to travel, as well as corporate company personnel whose bosses want to minimise costs by flying them. Simply described, AirAsia's target market consists of customers who make purchases based on price and simplicity. They have successfully targeted this demographic by making their name synonymous with low-cost services. This was made feasible by effective brand placement. AirAsia divides its market based on three distinct but overlapping factors: 1. Geographic segmentation - AirAsia primarily serves the Asian market, hence its name Air Asia. They thereby practise geographic segmentation by focusing their services largely on Asia.
2. Demographic segmentation - As a low-cost airline, they serve customers with low to medium incomes. 3. Psychographic segmentation - Their primary customer is the cost-conscious traveller. AirAsia's positioning is fairly clear: low-cost. This has been made feasible by the company's constant communication through numerous marketing channels. Their tagline "Now Everyone Can Fly" sets the tone for the brand. As a result, it is widely recognised in its market as one of the most viable. The marketing mix of the brand AirAsia has had a pillar position in the air travel industry as a result of which extensive marketing mix has been adorned. This marketing mix, besides upgrading inbound markets, is also ensuring creation of a brand awareness within its customers whilst simultaneously satisfying all their needs. The article discusses the marketing mix that could give AirAsia a leading edge among others and have customers stick to the airline even tougher market forces instigates constant cutthroat competition. Let's focus on the four main elements of AirAsia's marketing mix:Sure, let's focus on the four main elements of AirAsia's marketing mix: 1. **Product**: AirAsia provides cheap charter flights passing through countries in much less time. They use different types of ticketing, onboard services and options that allow customers to have more comfortable flights with extra services as seat selection and meal options for example. 2. **Price**: AirAsia has gained the reputation of having a low cost model, and therefore prey on those price conscious customers. They often offer promotions and prices through a sale that they market as well to decrease their prices and to increase demand.
3. **Place**: Airbus Airline flies its passengers in numerous areas mostly in Asia in the meantime that they are also globally spread to reach other continents. Travelers have convenience as the cruise lines ensure this through online booking websites and applications, as well as a business alliance with travel agencies. 4. **Promotion**: For people to become the potential passengers, AirAsia does a good lot of advertisement works. This is through no avail whereby it is done on TV, websites, electronic media and social networks, as well as event sponsored activities. Hence, they are highly involved in carrying out customized promotions and in addition to that they forge close partnerships between themselves and specific customer groups who thereby become more familiar with their brand. The marketing communication strategies via situational analysis Marketing communication strategies for AirAsia, grounded in situational analysis, would consider several key factors:Marketing communication strategies for AirAsia, grounded in situational analysis, would consider several key factors: 1. **Market Analysis:Grasping where the industry of aviation is right now, that is market size, growth rates and regional tendencies, shows AirAsia the possible destinations and the obstacles to get there. 2. **Competitive Analysis:Via a comprehensive competitor analysis, the airline's offerings, routes, pricing, and marketing tactics can be assessed, which in turn helps to understand the company's possible competitive advantages or lags compared to AirAsia. 3. **SWOT Analysis:The strengths (AirAsia's strong brand recognition and cost-effective operations) and weaknesses (the limited route network compared to full-service carriers) contribute to the organization's strategic decision-making. The opportunities (the huge interest in budget travel) and threats (economic setbacks and regulatory changes) are the key to the organization's success.
4. **PEST Analysis:Through analyzing political dynamics ('regulations,' airport infrastructure), economic effects (,'prices','currency changes'), social influences ('travel trends','cultural preferences') and technological factors (,digitalization, aircraft technology improvement), the airline forecasts its environment and communication strategies. Major competitors of the product Within the furiously competitive scene of the flying industry, AirAsia fights with a few imposing rivals. One critical competitor is Malindo Discuss, a Malaysian low-cost carrier known for its broad household and worldwide arrangement . Based in Petaling Jaya, Malaysia, Malindo Discuss presents a strong elective to AirAsia with its competitive admissions and different goals, appealing to budget-conscious travellers within the locale. Another unmistakable enemy is Cebu Pacific Discuss, a Philippine-based aircraft that has carved out a noteworthy advertising share in Southeast Asia. Working from its centre in Metro Manila, Cebu Pacific Discuss offers a wide range of household and universal flights, challenging AirAsia with its reasonable ticket costs and visit advancements. Nearby these contenders, Lion Discuss and VietJet Discuss encourage escalating the competition with their individual fortifications in Indonesia and Vietnam. As low-cost carriers with broad course systems, Lion Discuss and VietJet Discuss posture noteworthy challenges to AirAsia's showcase dominance, compelling the aircraft to continuously improve and adjust to stay competitive within the energetic flying division. The effectiveness of a marketing communication strategy implemented by the brand The marketing effectiveness of AirAsia is based on the use of the purposefully selected imagining approach adapted to market conditions and changing consumer habits. There, one of the prominent strategies adopted is market penetration, especially in emerging economies where in the past air travel was unaffordable due to high costs. Indeed, AirAsia managed to make affordable airfare available, became operationally efficient ,and thus served
as a peripheral force, quite significant at that, in the market; attracting a new readership and increasing demand. As the airline ventured into expanding its route network, it adopted market development as a strategy to capture market share in newly opened geographic regions and social segments. This can be detected by the assessment of underutilised routes and the planning of the transportation of a particular group, such as the religious persons, the occupied workers, and the diaspora. In such a criteria AirAsia extended the circle of its customers and continually holds huge market share. This tactic enabled the airline to progressively occupy new market areas while cementing more diversified market presence. The digital upheaval resulting from the digital age and the rapidly growing development of personalised marketing was attracting AirAsia, inducing it to an improvement of digital innovation and data analytics to achieve targeted marketing campaigns. AirAsia chose to employ data of customers and their likes which enabled it to customise its offerings and communications leading to increment in engagement and conversion rate. This strategy as well as the adoption of digital channels and personalised experiences is the main component of AirAsia to push and stay competitive. Undoubtedly, whenever disaster attacks and shocks the society, together with the uncertainties of economy and public health, airlines across the world apply marketing tactics to their businesses. AirAsia adopted multiple strategies of flexible pricing, promotion campaigns and improved safety procedures beside communication with customers, confidence of brand and dealing with harsh situations that exemplify its agility and adaptability. Conclusion Ultimately, through the process of marketing communication that is informed by complete situation analysis, AirAsia led the way in the evolution of the low cost carrier market. Through its knowledge of market dynamics, consumer behaviour, and competitive
landscape, AirAsia has been able to win over an indisputable place in the hearts of budget travellers as a leading choice across Asia and beyond. AirAsia as an organisation that provides affordable and convenient transport and innovation in service delivery, through its recently launched web application known as AirAsia MOVE, which is aimed at increasing customer delight and loyalty among the users. Undoubtedly, its branding that aims for bargain-hunting travellers has been reinforced by effective media channels and marketing campaigns, making it the ultimate go-to option for budget travelling. Additionally, AirAsia's marketing strategies involving product lines, price strategies, distribution channels, and promotional activities, have been formulated to address customer wants and hence create a competitive edge in the complex aviation environment. While competitions from the likes of Malindo Air, Cebu Pacific Air, Lion Air, and VietJet Air are stiffening, Air Asia still excels because it continually polishes its marketing strategy, technology, and adaptability in the same direction as the market development. General, AirAsia's marketing communication tactics stand for its desire to meet the clients secluded hassle-free journey needs, thus allowing customers to embark on amazing journeys effortlessly. References (Minimum of 10 References: books, journal articles, newspaper) Shastri, A. (2021). AirAsia Case Study & Marketing Strategy | IIDE. Iide. https://iide.co/case-studies/airasia-marketing-strategy https://www.researchgate.net/publication/316241844_Marketing_Plan_AirAsia Ahmad, R., & Neal, M. (2006). AirAsia: The Sky’s the Limit. ResearchGate; SAGE Publications. https://www.researchgate.net/publication/233855349_AirAsia_The_Sky's_the_Limit
World Environment Day: AirAsia building a sustainable future starting with cabin waste. (n.d.). Airasia Newsroom. https://newsroom.airasia.com/stories/2020/6/5/world-environment-day-airasia-building-a-sust ainable-future-starting-with-cabin-waste#gsc.tab=0 Product & Services: Airasia’s Product And Services | 123 Help Me. (2015). 123helpme.com. https://www.123helpme.com/essay/Product-Services-Airasias-Product-And-Services-PJTED WGDNR (PDF) AirAsia In The Malaysian Domestic Airline Market: Empirical Analysis Of Strategy. (n.d.). ResearchGate. https://www.researchgate.net/publication/265097841_AirAsia_In_The_Malaysian_Domestic _Airline_Market_Empirical_Analysis_Of_Strategy (2024). Coursehero.com. https://www.coursehero.com/file/p5fefe42/Product-Development-One-of-the-vision-of-AirAs ia-is-to-turn-into-digital-airline/ AirAsia claims its media business is taking flight | Marketing. (n.d.). Campaign Asia. https://www.campaignasia.com/article/airasia-claims-its-media-business-is-taking-flight/4683 97 Case Study of AirAsia | PDF | Strategic Management | E Commerce. (n.d.). Scribd. Retrieved May 5, 2024, from https://www.scribd.com/doc/52494013/Case-Study-of-AirAsia
MBA Skool Team. (2021, August 15). AirAsia Marketing Mix (4Ps) Strategy. MBA Skool-Study.Learn.Share. https://www.mbaskool.com/marketing-mix/services/17350-airasia.html