Published by MBA Skool Team, Last Updated: December 22, 2016
Marketing Strategy of Airbus analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Airbus marketing mix, help the brand succeed.
Airbus marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Airbus Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Airbus Product Strategy:
The product strategy and mix in Airbus marketing strategy can be explained as follows:
Airbus builds aircraft for all aspects of the aviation segment. It builds aircrafts for airline customers and also provides corporate jets of any size and specification. It is also into developing military aircrafts for multi-purpose missions around the world. The company also offers the first commercially viable digital semi-automatic airliner, the Airbus A320, and the world's largest passenger airliner, the A380. Airbus’ main strategy in terms of product development is the introduction of different sizes of models. The product range from 100 seats to 500 seats increases the range of products offered. To enhance the customer satisfaction, Airbus ensures timely delivery and quality of its products. Let us see the products in the Airbus marketing mix which are offered by the company.
These successful Families range from 100 to over 600 seats : Airbus A320 Family, A330 Family, A340 Family, A350 XWB, Airbus A380
The ACJ Family of Airbus includes corporate jets that are offered in corporate, VIP and government aviation versions. ACJ family: ACJNEO, ACJ318, ACj319, ACJ321, ACJ330, ACJ340, ACJ350XWB, ACJ380
The A330-200F, Beluga and A330P2F freighters are the offerings in general and express freight markets. Aircrafts: A330-200F, A330P2F, BELUGA A300-600ST
Image: company website
Airbus Price/Pricing Strategy:
Below is the pricing strategy in Airbus marketing strategy:
There are different factors that contribute to the price of airbus aircraft.
The pricing in aircraft manufacturing industry depends on the competitor’s strategy and the demand for aircrafts in the market. Buyers specifications also influences the price. Economies of scale also helps the business to cut the cost and increase its revenue. The price hike is calculated according to Airbus’ standard escalation formula and it enables Airbus to remain profitable.
Price also depends on design weights, engines choice and level of selected customisation in corporate jets and passenger aircrafts. Airbus employs product differentiation strategy. They have frequently introduced new features in the products such as the double decker, four engines and 853 passengers for the new A380. Thus there is a price differentiation in the different customised variations demanded by the aircraft customers. Hence, the price strategy in Airbus marketing mix depends on demand, design, competition and level of customization.
Airbus Place & Distribution Strategy:
Following is the distribution strategy in the Airbus marketing mix:
Airbus delivers all the aircrafts to the buyer's specified location. Airbus had received orders from various airline operators such as Malaysia Airlines, Lufthansa, Singapore airlines, Qantas Airways, Emirates and many others. Airbus has sixteen key sites in four countries namely in France, Germany, Spain and the United Kingdom. The company’s final assembly production is based at Toulouse, France; Hamburg, Germany; Seville, Spain; and Tianjin, China.
The company has three subsidiaries which are in the United States, Japan and India.
Airbus Promotion & Advertising Strategy:
The promotional and advertising strategy in the Airbus marketing strategy is as follows:
The Airbus company promotes its aircrafts at Air shows like the Paris air show at Le Bourget. The general demand for planes around the globe has increased in the recent years as a means of transportation and at a considerable price. Also there has been an increase in different airline operators. The demand for highly efficient airliners has increased as a result of world traffic development, costs and environmental concerns. This has led to a high growth in the industry. Also, Airbus has expanded into the military transport aircraft sector. This covers the Airbus marketing mix analysis.
Airbus is a dominant player in aircraft manufacturing industry and a pioneer in aeronautics, space and defense related services. It began as a consortium of different aircraft manufacturers. The company is based in Blagnac, France and has its production and manufacturing facilities in France, Spain, Germany, China, United Kingdom and the United States. The company’s main competitor, Boeing, has about 55% market share in the total market and thus Airbus is second in the world in terms of being an aircraft provider.
It provides cutting edge technology to fly. The company aspires to be the leader in commercial aeronautics and aerospace.
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