AIRLINE MARKETING
BS-AVM 6th
Spring 2025
COMPREHENSIVE MARKETING
PLAN OF AIRBLUE
Anam 225136
Durdana Nawaz 225122
Zobia Ali 225129
AIR UNIVERSITY AEROSPACE AND AVIATION CAMPUS KAMRA
Introduction to the Marketing Plan
Purpose of the Project: Why this marketing plan was developed.
To identify Airblue’s market position and marketing gaps.
To position Airblue as a customer-focused and tech-savvy airline.
To develop strategic branding, pricing, and distribution approaches.
To enhance customer engagement, satisfaction, and market share.
To guide the marketing decision-making process for Airblue.
To ensure consistency across brand messaging and customer experience.
To establish a clear roadmap for future growth in domestic and international
markets.
ScopeAREAS
& Approach: What areas are covered and how (tools,AND
data sources, methods).
COVERED TOOLS METHODS USED
Market research Secondary data (IATA, Statista,
Competitor benchmarking airline websites)
Branding, pricing, and distribution Customer segmentation
strategy SWOT analysis
Implementation plan with KPIs Persona development
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Market Research and Analysis – Part 1
Global Industry Overview & Target Market
Industry Trends: Post-COVID recovery, low-cost carrier growth, green aviation.
Post-COVID recovery: International travel is growing again
Growth of low-cost carriers
Digital transformation (online booking, mobile apps)
Eco-conscious flying (carbon offsets, sustainable fuel)
Pakistan’s market projected to grow to $8.04B by 2029
Target Market: Customer segmentation (e.g., leisure vs. business travelers), demographic and
psychographic profiles
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Market Research and Analysis – Part 2
Competitor Analysis & Market Opportunities
Competitor Benchmarking: Compare features, pricing, and services of 2-3 airlines.
Feature/Service Airline A (AIBLUE) Airline B (PIA) Airline C (FLYDUBAI)
Ticket Pricing Dynamic & value-based pricing Cost-effective but inconsistent
Budget-friendly fares with add-on
charges
Cabin Classes Economy, Flexi Economy, Business Economy & Business (limited upgrade Primarily Economy; limited
Class options) premium options
Seat Comfort Standard seats with modern Often less comfortable due to an Economical seating; may
enhancements aging fleet compromise comfort
In-flight Entertainment Basic standard entertainment Basic/outdated options
Entertainment available but with
extra charges
Wi-Fi Availability Not explicitly mentioned (likely
Not available
WiFi available at extra cost (if
limited) available)
Meal Quality Complimentary refreshments; quality
Average meal quality
Extra charges for meals; quality
improves in higher classes may vary
Frequent Flyer Program BlueMiles loyalty program offering Basic frequent flyer program
Loyalty program exists; may
rewards and discounts involve additional fees
On-Time Performance Focus on punctuality and on-time Inconsistent performance; delays are
Generally reliable timing
departures common
Customer Ratings Positive feedback due to innovative Mixed reviews; issues with service Lower ratings due to extra charges
services and reliability consistency and upselling practices
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Market Research and Analysis – Part 2
Competitor Analysis & Market Opportunities
Opportunities: Gaps in service, technology use, or customer experience for differentiation
Category Identified Gap Opportunity for Differentiation
In-flight Services
Introduce personal screens or app-based streaming with
Basic or no in-flight entertainment
customizable content
Technology Use
Competitors have outdated or limited digital Launch a modern, AI-powered mobile app with real-time
tools flight updates and booking management
Customer Experience
Use customer data for tailored promotions, loyalty perks,
Lack of personalization in service
and preferred services
Check-in Process Expand use of self-check-in kiosks and mobile boarding
Limited or no self-check-in at competitors
passes in major airports
Loyalty Programs
Upgrade Blue Miles into a tier-based loyalty program with
Competitors offer weak or no reward systems
instant discounts and partner perks
Sustainability
Launch carbon offset options, eco-friendly packaging, and
Little to no visible green initiatives
promote sustainability in communication
Wi-Fi & Connectivity Provide complimentary Wi-Fi in all cabins to enhance digital
Most airlines do not offer Wi-Fi or charge for it
engagement and customer satisfaction
Cabin Experience
Redesign economy cabins with ergonomic seating and
Economy class lacks comfort and legroom
adjustable features for medium/long-haul flights
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Branding Strategy
Airline Brand Positioning
Positioning Statement: What makes this airline unique?
Airblue is positioned as an affordable yet service-oriented airline that embraces technology to provide a smooth,
customer-friendly flying experience. It stands out by pioneering digital solutions like e-ticketing and self-check-in
kiosks, while still offering comfort, reliability, and value in both domestic and regional travel markets.
Brand Personality & Values: Trust, safety, innovation, eco-consciousness.
Core Messaging: Sample tagline and supporting messages
Taglines We blend affordability with comfort to give you a better journey.
Travel Smart, Fly Blue Whether it’s business, family, or faith – Airblue keeps you connected.
Affordable Flights, Premium Comfort Our technology helps you fly faster, smarter, and easier.
Connecting You to What Matters
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Pricing Strategy
Pricing Models & Loyalty Programs
Pricing Approaches: Dynamic, tiered, value-based with justifications.
Pricing Approach Description Justification
Dynamic Pricing Prices change based on booking time, demand, Encourages early bookings and maximizes revenue
and travel period during high-demand periods
Tiered Pricing Offers different fare types for different service Provides pricing options for various customer
levels (e.g., Economy, Business) segments and budgets
Value-Based Pricing Charges based on perceived value and benefits Meets needs of customers who want more
offered (e.g., flexibility) comfort or flexibility
Class-wise Pricing: Sample structure (Economy, Business, First).
Class Fare Range (USD) Key Features & Inclusions
Economy $100 – $250 Standard baggage, in-flight refreshments, affordable fare
Flexi Economy $200 – $350 Free date changes, seat selection, flexible policies
Business Class $400 – $700+ Lounge access, premium seats, priority boarding, more baggage
Loyalty & Discounts: Description of frequent flyer program, promotions
Airline Frequent Flyer Program Key Benefits Discounts & Promotions
Earn points per flight, redeem for
Airblue BlueMiles Eid/Hajj offers, student discounts, early-bird/group deals
tickets or upgrades
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Distribution Strategy
Channels, Digital Access, & Partnership
Direct vs. Indirect Channels: Airline website, mobile app, OTAs.
Tech Utilization: Booking APIs, chatbots, and mobile-first design.
Mobile app (bilingual): Real-time flight tracking, seat selection
Integration with GDS systems (Amadeus, Sabre)
Potential chatbot support and in-app deals
Strategic Alliances: Partnerships with travel platforms or code-sharing with other airlines.
Code-sharing with Etihad and Turkish Airlines
Cross-promotions with third-party travel platforms
International visibility through travel portals
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Integrated Marketing Strategy
Communication Alignment & Media Mix
Integrated Message: Consistency across advertising, social media, promotions.
Airblue’s message of "Affordable Comfort" is reinforced through pricing, digital distribution, and brand
communication.
Media Plan Overview: Digital ads, influencer outreach, PR, email marketing.
Media Type Activities
Social Media Instagram, Facebook, TikTok ads, travel reels
Influencer Outreach Collaboration with bloggers, vloggers
Email Marketing Targeted promotions based on booking history
PR Event sponsorship, festival-specific offers
Synergy Among 4Ps: How branding, pricing, and distribution strategies reinforce each other.
Branding: Value-focused, tech-savvy image
Pricing: Value-based fares, loyalty deals
Place: User-friendly app, GDS listings
Promotion: Targeted digital campaigns
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Implementation Timeline
Execution Plan & Risk Mitigation
Project Timeline: Milestones for launch, promotion, evaluation.
Risk Factors & Solutions: Operational delays, budget overruns, tech failure plans
Risk Factor Mitigation Strategy
Operational Delays Phase-wise rollout with contingency weeks planned
Budget Overruns Prioritized spending, sponsor involvement
Tech Failures App testing phases, backup communication channels
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Conclusion
Summary & Strategic Recommendations
Summary: Recap of the core strategies proposed.
🔹 Competitor Benchmarking
Compared key features of PIA, Fly Dubai, and Serene Air with Airblue.
Airblue stands out by leading in digital ticketing, offering better on-time performance, and launching its own frequent flyer program
(BlueMiles).
PIA lags in service quality and punctuality. Fly Dubai charges for extras, while Airblue provides more value in economy services.
🔹 Opportunities for Differentiation
• Identified gaps in digital experience, sustainability, and personalization across competitors.
• Recommended the following innovations for Airblue:
• AI-curated in-flight entertainment
• Biometric check-in kiosks
• Visible eco-initiatives like carbon offset programs and eco-friendly packaging
🔹 Positioning Statement
• Airblue is positioned as an affordable yet service-oriented airline that embraces technology to provide a smooth,
customer-friendly flying experience. It stands out by pioneering digital solutions like e-ticketing and self-check-in
kiosks, while still offering comfort, reliability, and value in both domestic and regional travel markets.
AIR UNIVERSITY AEROSPACE AND AVIATION CAMPUS KAMRA
Conclusion
Summary & Strategic Recommendations
Summary: Recap of the core strategies proposed.
🔹 Pricing Strategies
• Implemented a combination of:
• Dynamic pricing (flexible fares based on demand and timing)
• Tiered pricing (different classes: Economy, Flexi Economy, Business)
• Value-based pricing (premium features priced by perceived customer value)
🔹 Class-wise Pricing Structure
• Defined three fare categories to address varied customer needs:
• Economy Class: Budget-friendly, includes baggage and refreshments
• Flexi Economy: Flexible bookings, seat selection
• Business Class: Premium seating, lounge access, priority boarding
🔹 Loyalty & Discounts
• Highlighted the BlueMiles loyalty program with tiered rewards and mileage-based redemption.
• Outlined promotional strategies including:
• Student & family discounts
• Seasonal campaigns (Eid, Independence Day)
• Early bird fare reductions and group offers
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Q&A and Thank You
Invite questions from audience.
• Thank you for your attention. We now welcome any questions or feedback regarding our marketing plan for Airblue.
Acknowledge project contributors, mentors, and resources used
A Special thanks to our mentor, Dr. Jamshed Khan, for his guidance throughout this project, to our team members
for their collaboration, and to all the official sources and industry websites that supported our research.
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