Sales Promotion Techniques used by JETBLUE

Sales Promotion Techniques used by JETBLUE Research Paper example
College
Research Paper
Marketing
Pages 11 (2761 words)
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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. …

Introduction

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 ...
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