Published by MBA Skool Team, Last Updated: January 20, 2019
Marketing Strategy of JetBlue Airways 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 JetBlue Airways marketing mix, help the brand succeed.
JetBlue Airways marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the JetBlue Airways Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
JetBlue Airways Product Strategy:
The product strategy and mix in JetBlue Airways marketing strategy can be explained as follows:
JetBlue airways is one of the leading airlines which has a fleet size of 200+ aircrafts with aircrafts like Airbus A320, Airbus A321, Embraer 190 etc. each offering different facilities to the customer. A fleet of Airbus A320 can carry 162 passengers and offers sufficient legroom, satellite TV, comfortable seats and an eye soothing ambience attributed to its interior design. Airbus A320 offers some technologically advanced connectivity to provide travellers with inflight entertainment. JetBlue airways has features like Gate-to-gate Fly-Fi which gives users the ability to stream videos on Amazon and The Hub, Video on-demand which gives travellers option to watch the movie of their choice. Over and above all the seatback TVs are 10 inch HD capable touch screens and each seat has charging ports and USB outlets which gives users uninterrupted entertainment. Embraer 190 offers customers spacious leg room and has a two-by-two layout which ensures travellers have either an aisle seat or a window seat. Seats are equipped with in flight entertainment like Direct TV with 36 channels and Sirius Radio with more than 100+ channels. JetBlue offer something called an Even More Space Seats that offer additional leg room. Embraer 190 also offers newly released movie on flights longer than two hours.
JetBlue Airways Price/Pricing Strategy:
Below is the pricing strategy in JetBlue Airways marketing strategy:
The motto of JetBlue Airways "bring humanity back to air travel" which means that they offer great comfort to their passengers while offering them low cost fares.
As compared to its competitors JetBlue offers its flight fares at much lower cost and yet manages to remain profitable. Price does vary depending on the choice of aircraft that one books.
Following is the distribution strategy in the JetBlue Airways marketing mix:
JetBlue’s headquarters is based in Long Island City, New York and the company is present in over 100+ destinations including North, South and Central America. It is also present in Aruba, the Bahamas, Barbados, Bermuda, Colombia, Costa Rica, Haiti etc. It also aims to start its operation in Europe very soon. The airline also has codeshare agreements with other airlines across the globe to be able to easily render its services worldwide.
Some of the airlines partnering with JetBlue airways are Aer Lingus, Aeroflot, Air India, Air China, Lufthansa, Turkish airlines, Emirates, Korean Air etc.
JetBlue Airways Promotion & Advertising Strategy:
The promotional and advertising strategy in the JetBlue Airways marketing strategy is as follows:
JetBlue uses various marketing channels like digital media, print, magazines, television ads and online websites like Hulu and YouTube to promote itself. JetBlue’s advertisement boast of low fares and they manage to capture customer’s attention by using catchy phrases and slogans like “Unbelievable” , “We like you, too” , “You above all” and "If you wouldn't take it on the ground, don't take it in the air". Above this they offer excellent customer service and promotional gigs like free and unlimited snack offerings just boosts the brands reputation further.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of JetBlue Airways.
JetBlue is known to employ people from a diverse background and hires people whoa are passionate about their work. The brand also has excellent 24x7 customer service facilities. Pilots, ground staff, crew, management all ensure in high customer delight for all passengers.
JetBlue airways has always focused on people first and that is what its every fleet provides i.e. extreme comfort at affordable pricing. The company has several business processes which not only ensure high customer service but also following all aviation rules.
JetBlue offers spacious seating in its core cabin which have leather seats, complimentary Wi-Fi, entertainment, snacks and drinks. The premium class of JetBlue is known as Mint and is available at select routes. It also has a frequent flyer program and JetBlue cards. Hence this completes the marketing mix of JetBlue Airways.
About JetBlue Airways:
JetBlue Airways was founded in 1999 by David Neeleman under the name of NewAir. Neelman, who was a former employee of Southwest Airline started the business along the same principles as that of the latter by offering low cost fares to travellers. One way in which JetBlue differentiated itself from its competitors was by offering more leg room and inflight entertainment. The company made use of the latest technology to provide travellers with seatback TVs which were very uncommon in those days and a radio service called Sirius. A major economic boom in the late 1990s saw the rise of JetBlue airways. The airlines aimed at being a major northeast airline and though the airline succeeded in making a successful initial start, it needed slots for the northwest region but due to slots restriction was unable to get them. JetBlue got its big break when it got seventy five slots from JFK Airport.
Soon after various turns of events that acted in favour of the company, JKF Airport became a JetBlue hub. Over the years the airlines has lived up to its motto of "bring humanity back to air travel" by consistently providing customers technologically advanced services and utmost comfort during the flight.
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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