A COMPARISON OF MARKETING STRATEGY OF VIRGIN AIRLINES AND BA BRITISH AIRWAYS

A COMPARISON OF MARKETING STRATEGY OF

VIRGIN AIRLINES AND BA BRITISH AIRWAYS

 

      Virgin Airlines and Virgin Cargo was established by Richard Branson a business tycoon in 1984, their inaugural flight was from London to New York and later expanded their fleet to different countries including Hong Kong, San Francisco and Las Vegas offering an Upper class, Premium and Economy options for travelers to choose from. They offer more than 30 Boeing 747 featuring sophisticated design for comfort and innovation. In December of 1999 they have decided to form an alliance to maximize their distinctive services to the world. Their airline Alliance includes Continental airlines, British Midland and Ansett Australia as their marketing partners.

      Virgin Airlines mission is “To grow profitable airlines that people will love to fly and where people love to work” they have kept their promise to provide comfort to their customers in all class levels (Upper class, Premium, Economy). Their marketing strategies include customer’s satisfaction by providing them innovative technology in flight. Music, Games, Ice cream and Movies are all included in their packages plus special lounges to their gold card holders so they can avail sumptuous food and special meals.  Their staff and crew are all committed to a good customer stewardship. They also offer competitive price discounts for group or business package travelers and more additional services as required.

      As expected they allow online booking services for early registration of customers. All this and more has been their constant marketing practices and they have sustained this condition in the present times so customers can enjoy the privilege they have been giving. Virgin Airlines realized that Air Industry is one of the most successful industry in the entire world including transportation and Real estate businesses that is why they have focused on highly developed and developing countries to promote their tourism by encouraging travelers to use their services and this has open up a more systematic and reliable marketing strategy that even help their government to produce a high Gross Domestic Product.

      In Comparison to British Airways marketing strategies who is more dominant and pioneering in Airline Industry was established in 1910 and took its official commercial flight in 1919, celebrated their 90 years of quality service to its customers, their marketing strategy and innovation is unprecedented to stand out committed to make sure that they have given value for every customers economically and globally.  

      They have maintained excellence not just in Airlines but also in aviation control. Their future marketing strategy includes the sponsorship of London 2012 Olympics and Paralympics games to focus on five key themes of Colleagues, Partnership, Performance, Customer Service and Excellence that has always been a part of their commitment.

      British Airways also provide online booking services for early registration, discounts for group and corporate travelers, travel insurance policy, destination guide, executive membership privileges, onboard entertainment including children’s privilege activities, in flight meal and last minute shopping and more.  Travelers are assured that their staff can handled significant events and stewardship in flight. British Airways offers an extensive all year round booking flight schedules around the world.

      Both of these Airlines provide an integrated communication tools to provide their customers a safe flight and comfort. Both of these Airlines use the same marketing and promotional campaign using maximum media exposure to key cities around the world. They both uses direct mailings, television exposure, press release, magazines and sponsorship as part of their strategic campaign. The information technology has become their passage for costumer convenience to check and update their accounts whenever and wherever they may be. Their extensive database online provide a well balanced and reliable information to their regular and new found customers.   

      Unfortunately there are some well established nations that have deregulated their rules such as the United States of America and other countries that delimit their destination. Airport congestion, traffic control, trade procedures and more has been the reasons for deregulation. Virgin Atlantic Airlines could no longer take the merger of two giant airlines of British Airways and American Airlines whom they have deemed as monopolizing the Airlines Industry. Virgin Airlines thought that this will definitely reduce their services heavily.

      The September 11, of 2001 attack in World Trade Center even worsen the Virgin Airlines situation to trim down their service flight to 20% as well as their staffs and this has become a long term reduction of their travel. On the other hand the British Airways reduce their services to10% and decided to cut cost their operation by retrenching at least 7,000 of their employees.      

 

Credit:ivythesis.typepad.com