Published by MBA Skool Team, Last Updated: December 07, 2016
Marketing Strategy of Lufthansa 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 Lufthansa marketing mix, help the brand succeed.
Lufthansa marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Lufthansa Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Lufthansa Product Strategy:
The product strategy and mix in Lufthansa marketing strategy can be explained as follows:
Lufthansa airlines are among the leading airline carriers in the world and offer domestic as well as international flights to its customers in its variety of its carriers. Lufthansa provides following services to its customers: Book, Flight Information, Planning (Travel guide, Tours and activities). All these form the product strategy in the marketing mix of Lufthansa.
Lufthansa also provides following information to its customers
• Travel preparations: Maps and other travel guides
• Planning your flight: Flight status and upgrade options are provided by Lufthansa
• Check in: Online check in and check in deadlines
• Baggage: Baggage guide, free and carryon baggage services are provided by Lufthansa
• At the airport: lounges, boarding and airport information
• On board: Lufthansa classes, food and beverages, and entertainment on board
Lufthansa Price/Pricing Strategy:
Below is the pricing strategy in Lufthansa marketing strategy:
Lufthansa charges its customers according to the class they intend to travel.
Lufthansa offers 4 classes i.e Economy, Premium Economy, Business and First class. Economy and premium economy classes are priced lower as they cater to middle class segment. Here competitive pricing is followed as the customers compare prices with other airlines and go for the best price. For Business and First classes premium prices are charged as all high end and business trip customers travel in these classes. Premium services are also offered in these two classes. This forms the basis of pricing strategy in the marketing mix of Lufthansa.
Pricing also depends on the time the customers book the flights. If it’s well in advance, then the prices of Lufthansa airlines are relatively cheaper than if you book just in advance. Pricing also depends on the demand. If the demand is very high especially during the festive seasons, then the prices are higher than the normal days. Airline prices change very often and the airline has to constantly monitor competitors and the industry pricing to keep itself updated and provide its customers the best price options.
Following is the distribution strategy in the Lufthansa marketing mix:
Lufthansa has booking options on its website through which a customer can schedule and book flights according to the needs. Also one can reschedule and cancel flights through the website.
Besides this, they also have agents who book tickets for Lufthansa.
Lufthansa has city, reservations and airport offices throughout the world from where its customers can book flights at their convenience.
Lufthansa Promotion & Advertising Strategy:
The promotional and advertising strategy in the Lufthansa marketing strategy is as follows:
Lufthansa come up with TV ads which focus on the quality of service it offers to its customers. They also give out promotional codes through which the customers can avail discounts on their travel. They offer loyalty programs to retain and engage its loyal customers.
Lufthansa also engages in digital and social media marketing. They had pictures of Bayern Munich football team as they travelled to and back to champions league final, on Facebook. They also engage with the customers through Twitter where they answer any queries.
Lufthansa also has a mobile app which its customers can use it on the go. It also engages in sports sponsorships.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Lufthansa.
Lufthansa gives comprehensive training to its employees in order to enhance their skills. The employees of Lufthansa have a diverse background and they are encouraged to think out of the box, voice opinions and broaden their skills. Their team is characterized by respect and commitment towards their responsibilities. Lufthansa airlines' staff is trained well to communicate and give best on board experience to all its travelling customers.
Lufthansa airlines is global airline player and service quality is given utmost importance. In case of any complaints and queries, response time is very less. They have a team which resolves and answers all the queries on social media platforms. Lufthansa airlines also have help and contact facilities on their website which its customers can readily avail.
Lufthansa airlines' physical attributes are seen from many aspects. The plane ambience is really good and maintained at its best. The team recommends the best travel packages to its customers and the best deals. It also has state of the art office buildings. All the processes are automated with latest technology. Booking is no more a cumbersome process. Payment process is easy and invoice and other details are mailed to your registered email account for further use. The site of Lufthansa is user friendly. This covers the Lufthansa marketing mix.
Lufthansa is the largest domestic German airline. It operates in 18 domestic and nearly 200 international destinations across the globe. Lufthansa airlines' major global competitors are British Airways, American Airways, Air France among others. Lufthansa commenced its operations in 1955.
It has an approximate fleet size of 270. Its headquartered in Cologne, Germany.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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