StudentShare solutions
Triangle menu

Sales Promotion Techniques used by JETBLUE - Research Paper Example

Extract of sample
Sales Promotion Techniques used by JETBLUE

JetBlue not only offers the service of air travel at cheap rates but it also tries to set itself apart from its competitors by offering a product that is superior than the rest at prices people can afford. With the objective of providing superior in-flight experience the airline was the first to offer all the passengers with a personalized service. Each seat had its own flat-screen monitor installed at the back and it allowed passengers to tune into many of DirecTV channels at the same cost. Due to its focus on providing the best service to passengers, the airline became synonymous to customer service. The airline was given a four-star rating by SKYTRAX (The World’s 4-Star Airlines| official SKYTRAX Airline Ranking). In 2007 a violent snowstorm led to a collapse of JetBlue’s and passengers were made to wait for many hours to wait for clearance to take-off. Many of the flights were even cancelled. This hurt JetBlue’s status badly, however, the airline was able to deal with the crisis effectively and rebuild its image among its customers. JetBlue’s success should be credited to its belief of “flying people” rather than “flying airplanes”.
Low Air-fare & Superior Customer Service:
The aviation industry is very competitive and most of the airlines have a lot of trouble in creating brand loyalty among the customers. Passengers usually search for available flights usually on sites such as orbitz.com, travelocity.com and expedia.com. The passengers, most of the times, end up buying a ticket on the flight that provides them with the cheapest fare (Lambrano). Hence airline companies have to come up with travel deals with cheaper rates than their competitors. They also need to reduce their costs and at the same time provide great customer service to passengers in order to attract more and more customers. JetBlue was able to do just that. When David Neeleman founded JetBlue, the idea was to provide passengers with a low-cost airline without compromising on the in-flight experience. When customers travel with JetBlue not only will they be able to reduce their fare costs by as much as 65% but they would also enjoy a great travel experience as JetBlue offers wider seats, more legroom, and more overhead storage space than any other airline in its class and, with 24 channels of live in-flight television, passengers would not have to miss on any of their shows while travelling (JetBlue Airways, The First 'Mega Start-Up' Unveils Launch Plans 1999). Through these measures JetBlue was able to increase the demand for their service as more and more passengers were attracted to flying with JetBlue. Not only were the low fares an incentive to travel for the customers, but the great in-flight experience provided by the airline offered an added incentive for customers to travel with JetBlue. Hence by lowering its cost the airline was able to offer lower rates for its flight fares as compared to its competitors. Coupled with that, it was embedded in the DNA of the airline to provide a high quality in-flight experience to their passengers better than the rest. As a result JetBlue was able to create some brand loyalty among its customers who kept utilizing JetBlue’s service while travelling because of the very personalized in-flight experience that they received. Eventually these customers would also recommend JetBlue to their friends or colleagues. Hence the role of word of mouth was a big help to increase the airline’s sales. When first-time travellers of JetBlue were asked from where they had heard about the airline more than 70% answered that they had heard about it from a friend (Carton 2001). Customer service plays an important role in improving JetBlue sales. It ...Show more

Summary

JetBlue was founded in 1999 by David Neeleman. It is an American airline with the approach of providing low-cost air travel just like its competitor, Southwest Airlines. It was among those few American airlines that recorded a profit following the September 11, 2001 attacks. …
Author : camden72
Sales Promotion Techniques used by JETBLUE essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the research paper on your topic
"Sales Promotion Techniques used by JETBLUE"
with a personal 20% discount.
Grab the best paper

Related Essays

Sales Promotion
Objectives of sales promotion are discussed in the second half of the study. A hypothetical comparison between three different retail outlets has been drawn to analyze the application of sales promotion on creating brand equity. Finally the study will try to discuss various budgeting techniques applied for sales promotion in brief.
10 pages (2500 words) Research Paper
Sales promotion portfolio
In the year 1973, Pizza Hut was launched in UK having started a restaurant in the city of London. In some years, Pepsi Co. became the owner of Pizza Hut and started a combined project with Whitbread in UK. In 2006, Yum Inc. bought shares from Whitbread. Now this company owns all the business of Pizza Hut in UK.
10 pages (2500 words) Research Paper
Jetblue
Kennedy International Airport. The airline officially started its operations in 2001 where it operated from the Boston's Logan International Airport and Long Beach Airport. Jet Blue company grew over the years of operation and begun to operate throughout the United States and extended to Mexico and the Caribbean.
5 pages (1250 words) Research Paper
Artificial Intelligence techniques used in autonomous car
In addition, an important mission of artificial intelligence paradigm is to create human like intelligence in machine to reinstate and assist humans in everyday tasks. The basic purpose of this paper is to present a detailed analysis of autonomous cars with a particular focus on AI techniques used in the development of these cars.
5 pages (1250 words) Research Paper
Sales Promotion Techniques
try Visibility, Price-based consumer sales promotion, Attention-getting consumer sales promotion etc are some of the major sales promotion techniques currently used by product manufacturers or service providers. This paper explains the importance of sales promotions and also
4 pages (1000 words) Research Paper
Marketing Strategies In Healthcare: Promotion, Advertising, and Sales
They disregard regular consultations over their health as well as health services (Laverack, 2004). Pol et al. (2001) argues first and foremost that health services promotion ought to be tailored on understanding what health really is. World
3 pages (750 words) Research Paper
JetBlue Airlines
For example, in 2007 the company formed an alliance with Aer Lingus, an Irish flagship company. The alliances according to the JetBlue management will
5 pages (1250 words) Research Paper
Jetblue
ity to foster a healthy organization culture with deep understanding of behavioral science to bring in much needed JetBlue experience for crew members and customers. This organization goals have been achieved through effective leading, controlling, planning and organizing
2 pages (500 words) Research Paper
Marketing plan for jetblue airlines
The company was founded in August 1998 in Delaware, USA by David Neeleman while the CEO is Robin Hayes. The other key person in the company is Joel
25 pages (6250 words) Research Paper
Research Paper on JetBlue
Costing techniques facilitates the organization to utilize such financial resources more optimally. Costing techniques are essentially not reflected in a company annual reports or financial statements. These occur separately and are provided to mangers and stakeholders as
17 pages (4250 words) Research Paper
Get a custom paper written
by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation