Published by MBA Skool Team, Last Updated: February 16, 2019
Marketing Strategy of KLM 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 KLM marketing mix, help the brand succeed.
KLM marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the KLM Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
KLM Product Strategy:
The product strategy and mix in KLM marketing strategy can be explained as follows:
KLM is the flagship airlines of the Netherlands which has a strong global geographic reach. It serves in three major businesses as a part of its marketing mix product portfolio- passenger travel, freight transport and aircraft maintenance. KLM seeks to provide a rich customer experience in the form of its services. Its aim is to become the number one airlines in the world. It provides facilities to passengers in business class, economy comfort class and economy class. KLM is known to be one of the finest and safest airlines.
KLM Price/Pricing Strategy:
Below is the pricing strategy in KLM marketing strategy:
KLM promotes quality travel experience with affordability.
Hence, its sells its tickets at reasonable rates so that people don’t have to worry about the budget while visiting anywhere. The prices don’t reflect the kind of services offered, which are best in the airline industry. KLM often comes up with special and discounted fares during festive seasons as well as off-seasons to boost travel.
KLM Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read KLM SWOT Analysis, STP & Competitors
KLM Place & Distribution Strategy:
Following is the distribution strategy in the KLM marketing mix:
KLM is an airline which serves 100+ destinations worldwide and especially in Europe. Since it hasn’t changed its name from its inception, people associate is with strong values and morals. It is well known for its punctuality and has a positive image among the travelers. It has a good image because of AirCare, which assists under privileged kids. KLM covers a few destinations which are not visited as frequently.
These include Saint Marteen, Republic of Congo, Uganda, etc.
KLM Promotion & Advertising Strategy:
The promotional and advertising strategy in the KLM marketing strategy is as follows:
KLM airlines thrives to serve to new routes and new destinations for the sake of convenience of travel. It aims to increase its profits by adding more routes to its bucket list and serving different geographies. For further advertising and promotions, it maintains and updates its website regularly. Its social media handles are focused on interesting insights about the industry and relevant knowledgeable posts. KLM airlines regularly advertises on newspapers, magazines, TV commercials, online ads etc.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of KLM.
KLM airlines allows passengers to book tickets via online booking. The traveler chooses the desired date and place of transit, the timings and other details. KLM ensures all the processes are held in a smooth manner with optimality. The peak season observes hefty prices. These include Christmas, New Year’s and national holidays.
With more than 40,000 employees including pilots, air hostesses, airport crew and other members, it assures to provide a quality and a happy transit to the travelers. KLM targets all the upper urban class population since they are the ones who can afford airline prices to travel.
KLM airlines’ biggest physical evidence are its aircrafts which carry the passengers. From the registration, booking of seats, time and experience of transit, the website, service quality to after transit experience- KLM makes sure it carries out all the processes in an efficient way so as to stay uniform and represent the organization as a whole, not in bits and pieces. Hence this concludes the marketing mix of KLM airlines.
KLM is the flagship airlines of Netherlands. It was started on 7th October 1919 and is headquartered at Amstelveen, Netherlands. It was founded by Albert Plesman. Pieter Elbers is the President and CEO of the firm. Its revenue earned is more than 10 billion Euros and is served by more approximately 40,000 employees. With about 210 aircrafts, KLM is one of the oldest airlines operating under its original name.
There are 145 destinations where its flights are scheduled. It is observed that most of the KLM flights with even numbers return to Amsterdam while those with uneven numbers start to Amsterdam.
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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