Final Project ( Public Media Realtionship )

Group Member:
Talha Ajab Shan (036)
Basharat Hussain (059)
Abdullah Ijaz (070)
Shahbaz Rasool (061)
MARKETING STRATEGY

For a-comprehensive marketing strategy for our

airline involves various elements to promote the
airline . Here’s an overview of key components:

1. Market Research:
• we will conduct market research to
understand industry trends, customer preferences,
and competitor strategies.
2. Target Audience Identification:
 • we will identify our target audience segments
based on demographics, psychographics, and travel
behaviour.
3. Unique Selling Proposition (USP):
• Clearly articulate what sets the airline apart
from competitors – whether it’s service quality, unique
routes, or other distinguishing features.
4. Branding:
• we will develop a strong brand identity,
including a memorable logo, colour scheme, and
consistent messaging across all communication
channels.
5. Product Offering:
We clearly communicate the airline’s services,
routes, and pricing strategy. Highlight any unique
features, such as in-flight entertainment, comfortable
seating, or loyalty programs.
6. Digital Marketing:
 • our plan is to establish a robust online
presence with a user-friendly website for easy
booking.
• Leverage social media platforms for
engagement, promotions, and customer interactions.
7. Content Marketing:
• we will create engaging content such as blog
posts, videos, and travel guides to showcase
destinations and provide valuable information to
potential passengers.
8. Email Marketing:
• we will utilise email campaigns to communicate
promotions, travel tips, and exclusive offers to a
targeted audience.
9. Partnerships and Alliances:
• Form partnerships with travel agencies,
hotels, and other businesses to expand the airline’s
reach and offer bundled services or promotions.
10. Customer Relationship Management
(CRM):
 • we will implement a CRM system to manage
customer interactions, personalise services, and track
customer satisfaction.
11. Events and Sponsorships:
• Participate in or sponsor relevant events,
trade shows, or community activities to increase brand
visibility and connect with potential customers.
12. Advertising (Traditional and Digital):
• we will utilise traditional advertising channels
like print, TV, and radio, as well as digital channels such
as display advertising and paid search.
13. Loyalty Programs:
• we develop and promote loyalty programs to
incentives repeat business and reward frequent flyers.
14. Monitoring and Analytics:
• we will establish key performance indicators
(KPIs) to measure the success of marketing efforts.
• Use analytics tools to gather insights into
customer behaviour, preferences, and the
effectiveness of different marketing channels.
 15. Customer Feedback and Continuous
Improvement:
• we will encourage and collect customer
feedback to identify areas for improvement and refine
marketing strategies.

Portfolio of AirBlue:

Airblue Limited is a private airline with its head

office on the 12th floor of the Islamabad Stock
Exchange (ISE) Towers in Islamabad, Pakistan. It
is Pakistan’s second largest airline with a
growing share of the domestic market.
Airblue fleet consists of next-generation Airbus
A320 and A321 neo Aircraft.
Led by a team with decades of experience in
the industry, airblue embodies a new era in air
travel. The company’s shareholding structure
includes a group of investors including Mr. Tariq
Chaudhary with a majority stake. Mr.
Chaudhary also serves as CEO and Chairman of
the Board.
Airblue operates scheduled flights linking
domestic destinations Islamabad, Lahore,
Karachi, Peshawar and Multan with
international destinations of UAE airports
Dubai, Sharjah, and Abu Dhabi, and KSA
airports of Jeddah and Riyadh.
Airblue has integrated unique innovations to
ensure security and affordability. Among these
are complete online reservation systems, online
reservation hold / in-person payment at various
locations, and electronic document handling.
Airblue was the first airline in Pakistan to
introduce many modern technologies, including
e-ticketing and self check-in kiosk facilities.

Internal And External Publics:

Internal stakeholders of Airblue include
individuals or groups directly associated with
the company’s operations and management.
These typically include:

1. Employees:

Individuals working within the organization.

2. Management and Executives:

Those responsible for strategic decision-making

and overall leadership.

3. Shareholders:
 Individuals or entities owning shares in the
company.

External stakeholders are entities outside the

organization that can be influenced by or have
an impact on the company. For Airblue, these
may include:

1. Customers:

Passengers who use Airblue’s services.

2. Suppliers:

Companies providing goods and services to

Airblue.

3. Government Agencies:
Regulatory bodies overseeing aviation
standards and compliance.

4. Competitors:

Other airlines in the market.

5. Investors:

Individuals or organizations investing in

Airblue.

6. Local Communities:

Areas where Airblue operates and may have an

impact.
Understanding and managing relationships with
both internal and external stakeholders is
crucial for the success and sustainability of an
airline like Airblue.

Marketing Plan:

Marketing plan for Airblue involves several key

deliverables. Here’s an outline of what you
might include:

1. SWOT Analysis:

• Strengths:

Consider aspects like a strong route

network, modern fleet, or brand reputation.
 • Weaknesses:

Look at challenges such as operational

issues or areas where competitors might
have an advantage.

• Opportunities:

Explore possibilities like entering new

markets or expanding services.

• Threats:

Identify external factors like economic

downturns or regulatory changes.

2. Market Trends:
 • Analyze trends in the aviation industry,
such as changes in consumer
preferences, technological
advancements, or regulatory shifts.

3. Competitive Analysis:

• Evaluate the strengths and weaknesses

of competitors.

• Assess market share and positioning

relative to other airlines.

4. Financial Performance:

• Examine key financial indicators like

revenue, profit margins, and debt levels.

• Consider how economic factors may

impact the airline’s financial stability.
5. Regulatory Environment:

• Understand compliance with aviation

regulations.

• Monitor any changes in regulations that

might affect operations.

6. Customer Feedback:

• Review customer satisfaction surveys

and feedback.

• Identify areas for improvement in

service quality.

7. Operational Efficiency:
 • Assess the efficiency of operations,
including on-time performance and
maintenance records.

8. Technological Advancements:

• Consider how technology is affecting the

airline industry, such as the adoption of
new aircraft or digital services.

Press Release of an event of Air Blue for media:

Pre-event Press Release for media:

Air Blue Airlines Hosts Exclusive Pre-Event to Unveil

Exciting New Initiatives.
Karachi, Pakistan, December 5, 2023 – Air Blue
Airlines, a leading airline in Pakistan, is pleased to
announce an exclusive pre-event to unveil exciting
new initiatives aimed at enhancing the passenger
experience and expanding its services.

The pre-event, scheduled to take place on December

10, 2023, at the Air Blue headquarters in Karachi, will
provide a platform for Air Blue to showcase its
commitment to innovation and customer satisfaction.
This event will offer a sneak peek into the airline’s
future plans and initiatives, as well as provide an
opportunity for industry leaders, stakeholders, and
media representatives to learn more about Air Blue’s
vision for the future.

“We are thrilled to host this pre-event as we embark

on a new chapter in Air Blue’s journey,” said CEO of Air
Blue Airlines. “We have been working tirelessly to
introduce innovative initiatives that will elevate the
passenger experience and set new standards for
excellence in the aviation industry. This pre-event will
offer a glimpse into our future plans and demonstrate
our dedication to providing our passengers with the
best possible travel experience.”

During the pre-event, attendees can expect to hear

from Air Blue’s leadership team about the airline’s
upcoming projects, strategic partnerships, and
technological advancements that will shape the future
of air travel in Pakistan. Additionally, there will be
interactive sessions and demonstrations showcasing
the latest developments and enhancements across
various aspects of the airline’s operations.

As a leader in the aviation industry, Air Blue remains

committed to staying at the forefront of innovation
and customer service. The pre-event will serve as a
platform for Air Blue to reinforce its position as a
trailblazer in the industry and to reaffirm its dedication
to meeting the evolving needs of its passengers.
Members of the media, industry professionals, and
stakeholders are invited to attend this exclusive pre-
event to gain valuable insights into Air Blue’s upcoming
initiatives and to witness first hand the airline’s
unwavering commitment to excellence.

For media inquiries and RSVPs, please contact:

XYZ
Director of Public Relations
Air Blue Airlines
Phone: +92-123-4567890
Email: Info@airblue.com

Post event Press Release for media:

 Air Blue Airlines, a leading airline in Pakistan, hosted
an exclusive pre-event on December 5, 2023, at its
headquarters in Karachi, unveiling a series of exciting
new initiatives aimed at enhancing the passenger
experience and solidifying its position as a trailblazer
in the aviation industry.

The pre-event provided a platform for Air Blue to

showcase its commitment to innovation, customer
satisfaction, and industry leadership. Attendees had
the opportunity to gain valuable insights into the
airline’s future plans and witness first hand the
unveiling of several ground breaking initiatives that
will shape the future of air travel in Air Blue Airlines,
expressed his enthusiasm for the event, stating, “The
pre-event was a resounding success, and we are
thrilled to have had the opportunity to share our
vision for the future with our esteemed guests. The
initiatives we unveiled reflect our unwavering
dedication to providing our passengers with a superior
travel experience, and we are confident that these
developments will set new standards of excellence in
the aviation industry.”

Key highlights from the pre-event include:

1.Enhanced Passenger Services:

Air Blue announced a series of enhancements to its
passenger services, including upgraded in-flight
entertainment systems, improved on-board amenities,
and a streamlined booking and check-in experience
designed to offer greater convenience and comfort to
travelers.
2.Expanded Route Network:
The airline revealed plans to expand its route network,
introducing new domestic and international
destinations to provide passengers with even more
options for their travel needs.
3.Sustainability Initiatives:
Air Blue reaffirmed its commitment to sustainability by
outlining new initiatives aimed at reducing its
environmental footprint, such as investing in fuel-
efficient aircraft and implementing eco-friendly
operational practices.
4.Technological Advancements:
The airline showcased its latest technological
advancements, including the introduction of
innovative digital solutions to enhance the overall
travel experience and streamline operational
processes.

The pre-event provided an opportunity for industry

leaders, stakeholders, and media representatives to
engage with Air Blue’s leadership team and gain a
comprehensive understanding of the airline’s strategic
direction and commitment to excellence.

As a leader in the aviation industry, Air Blue remains

dedicated to upholding its position as a pioneer in
innovation and customer service. The initiatives
unveiled at the pre-event underscore the airline’s
ongoing efforts to meet the evolving needs of its
passengers and to set new benchmarks for quality and
reliability in air travel.
Redesign the official letter head for corporate
communication:
Advertisinhg:
Air Blue promoted its Airline by showing commercial
on major television channels like GEO TV, ARY TV
which was for a very short time and extensive
advertising in major newspaper like Dawn, The News,
and Daily Jang.

Sales Promotion:
Air Blue gave special discounts to its customers up to
50% when it started its operations, they also gave
special discounts on the occasion of 14th August up to
50% and they are also giving a regular discount certain
proportion of seats in every flight ranging from 15-
25%.

Direct Marketing:
Direct connections with carefully targeted individual
consumers to both obtain an immediate response and
cultivate lasting customer relationships.
Advertising Objective:
A specific communication task to be accomplished
with a specific target audience during a specified
period of time. There are three types of advertising
objectives informative, Persuasive and Reminder.

Persuasive Advertising:
It is basically used to build brand preference, to
encourage switching of brand and to change customer
perceptions of product attributes.
Air Blue is using persuasive advertising because there
are already other airlines established and Air Blues is
convincing its customers to travel in their airline
because they are promising best quality and services
that other airlines are not.

Selecting Advertising Media:

 Air Blue has Newspapers, Television and Radio as
its major advertising media.
 Newspapers vehicles include: Dawn, The News
and Daily Jang
  Television vehicles include: GEO TV and ARY TV
 Radio vehicles include: Apna Karachi FM 107

IN-FLIGHT ENTERTAINMENT AIRBLUE:

It refers to services provided on board of AirBlue
planes during a flight. The services in some cases may
be free of charge and in other cases offered by
AirBlue. In-flight entertainment AirBlue is included in
order to upgrade quality of life on board and at the
same time fulfills the needs of the passengers during
AirBlue flight as far as possible.
Airblue provides in-flight video programs on its flight
with approximately movies translated into up to
languages available on screen. Channels are offered to
watch news, bulletins, cultural information and other
programs. Up to radio programs and newest CDs are
offered on board of AirBlue flights, allowing the
passengers to listen to the latest songs, soundtracks
and news. Airblue offers different types of games on
flights.
On AirBlue flights duty free shopping is available.
Worldwide satellite communications are available for
in-flight communication for passengers to receive and
make calls during a flight. The price on board AirBlue
flight for in-flight communication is approximately
pounds per minute. In-flight internet is available to
passengers on board of AirBlue for emailing, VOID and
conferencing.