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Marketing Strategy
Group 11
Kanika Mittal 160201024
Mit Ajit Desai 160101082
Prakhar Joshi 160101069
Priya Agarwal 160201093
Vareesha Fatima 160201115
Vignesshvar U 160101126
Background & Research
Passengers asked to leave to
accommodate crew
Social
Social media platforms a powerful
medium to reach out to masses
Can affect a brand both positively and
negatively
Public anger can turn tables
Remuneration can prove to be heavy:
United breaks guitars
Parameters
Legal
Attracts multimillion dollar lawsuit
Contract of carriage clause signed
Culture by passengers
Front line managers didnt have
decision making power Customer
Strict policies to document customer Frequent flyers
interaction Corporate/Business flyers
No empathy showcased towards
customers concerns Economic
Shares nose dived
Loss of 4% shares
$1 Bn. wiped out
Choices available to Choice Opted
Keeping in mind the strong external factors playing, United should do the following:
Issue an apology statement; specially aimed at the social media
Announce remuneration to the injured passenger
Promote official messages to counter competitions actions
Modify policies to reduce law enforcement intervention
Empower front line staff with decision making powers
Impact of the chosen option
Save brand image
Use of social media platforms to spread messages will create a ripple effect