Question

Topic: Strategy

Positioning Strategy For A Domestic Airline

Posted by Anonymous on 10/8/2010 at 2:43 AM ET 250 Points
as the marketing head of a newly promoted domestic airline based in mumbai and competing with two major existing airlines for amrket share of 10% in the very first year,with a comprehensive campaign of rupees 10 crore.It intends to launch with the latest jet aircrafts on lease form boeing....what would be the various positioning strategies
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  • Posted on 10/9/2010 at 2:50 AM Author
    i have made an assumption of how the segmenting could be done....here it is
    1.behavarioul ie...frequency of flying,mode of purchasing,cities flown to,money spent on airlines etc

    2.perceptions of the different airlines

    3.segmentation based on speific passenger and destination survey ie...seasonal holiday travellers,business travellers

    4.attitudes ie....fears related to air travel checking luggages etc


    but when it comes to positioning my concepts are not tht clear....pliz help me out

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