For BBA and ADP student's

1. GROUP MEMBERS
• AQSA ISHAQ (23)
• AYESHA YOUSAF(41)
• AREEJ ISMAIL(48)

2. Organization:
AIRBLUE
Presentation Summited To :
Sir Haroon Hafeez
Topics :
Marketing Mix
PESTEL Analysis
SWOT Analysis
Competitive Analysis

3. Introduction:
• Private airline based in Karachi, Pakistan with its main hub at Jinnah
International Airport Karachi.
• Established in 2003 and started operating its flights from 2004.
• Operates 30 daily services to 7 destinations
• International services to
Dubai from different cities
Manchester from Islamabad
• Current CEO: Mr. Shahid Khaqan Abbasi

4. Mission:
• Airblue will be recognized as the most progressive enterprise in the
transportation in business.
• We will offer our customers cost effective transportation service
within geographical area and market segment.
Vision Statement:
• Ensuring safety comes first
• Encouraging product leadership
• Providing rewarding career opportunities

5. Our goals:
• Select contractors, vendors, suppliers who meet our values.
• Embed an ethical culture by maintaining openness with regard to
safety and quality.
• Maintain a high level of environmental activities.

7. MARKETING MIX:
Marketing mix is the set of all controllable elements by the
organization. Every service marketing organization contains the
4P’s elements.
1. Product
2. Price
3. Placement
4. Promotion

8. Product:
• AIRBLUE represents an item or service designed to satisfy
customer needs and wants. To effectively market a product or
service, it's important to identify what differentiates it from
competing products or services.
• Range of service:
Range of service mean number of facilities provided.
AIRBlue provides the transport as well as cargo, e- ticketing,
product attributes.

9. Price:
• Price is the amount of money which for customer is willing to pay.
• From the marketer’s point of view , an efficient that are very closely
to customer are prepared to pay.
Pricing Strategies of Airblue
1. Premium pricing:
A premium pricing strategy involves people will buy a premium
price product because they believe highly price in the indication
of quality i.e. status conscious.

10. 2.Penetration:
Airblue initially offered penetration price. The tickets fare were relative
low whereas the quality of service was high when the company enter
the market. Prices were increase as the company established a brand
3.Economy:
An airline is said to have economical prices when they charge low for
tickets and offer low quality service. It makes customer feel like they are
getting deal.

11. Place:
Place refers to the location of service providers which is not related to
only
physical place but it also relates to distribution channels and other
communications e.g. travel agents ,intermediaries.
Promotion:
The major method of promotion are
• Advertising
• Personal selling
• Sales promotion
• publicity

13. PESTEL ANALYSIS:

14. POLITICAL:
 As we know that current government is business friendly so we can
easily relaunch Airblue because government is encouraging
investment in Pakistan.
 However, people from political parties may harm it for kickback or
personal interest.
 Also, our government lack vision on business grounds and calling
investors from all around the world.

15. Economic:
 Pakistan has 18th largest middle class country in world. Pakistan
middle class consist of over 6.27million people.
 Total wealth in Pakistan amounted to $495billion in 2015 and was
$170 billion in 2000 total wealth in Pakistan has increased at an
annualized rate of 7.4% for the last 15 years.
Social- cultural:
 Social and culture environment is in harmony with our services
because we have a Islamic culture in our Plane. We will offer
Pakistani cuisine to our customers.

16. Technological:
 Repair and maintenance service of flight/planes can be done here. Also
,our engineers can make and run any plane.
 We have suggested new modes of advertisement, advertisements,
distribution and communication that will increase many field customer
base and sales.
Environmental:
 We have lot of raw material that is needed for making and maintaining
airplanes, providing cuisines, catering etc. to our customers.
 Unlike USA and other European countries, Asian weather is favorable for
air journey.

17. Legal:
 Weak legal system may harm company ultimate goal of serving its
customers.
 Weak consumer's rights and protection to them.

18. SWOT ANALYSIS:
The SWOT analysis is the process of analyzing organizations and their
environment based on their strength , weakness, opportunities and
threats.

19. Strengths:
• Airblue is low cost carrier
• 98% punctuality of on time flight departure
• Innovative e- ticketing and wireless check – in technologies
• Leading market position
• Airblue has high brand recall. It is recognized by traveler all over the
country.
• Airblue has successfully incorporated latest technology in all its
systems, giving it an edge over competitors.

20. Weaknesses:
• Engaged only in passenger service, whereas its competitor PIA is also
providing cargo services.
• The fares on which you make reservations are unguaranteed.
• Not having its own repair and maintenance facilities.
• High dependence on passenger revenues.

21. Opportunities:
• Low fares enable market share growth
• Introducing new domestic and international routes like Gulf, UK, India
etc.
• New aircraft will be used for additional frequencies and destinations
on domestic and regional routes
• Expansion of freight business.

22. Threats:
• High interest rate
• Accidents
• Strong competition
• Threat of terrorism

23. TOWS MATRIX
TOWS matrix can be defined as a framework to
create, compare, decide and access business
strategies. It stands for Threats, Opportunities,
Weaknesses and Strengths. It examines a business
from an approach that references marketing and
administration.

24.  WEAKNESS THREATS
Weakness
• Seasonality of earnings
Threats
• Accident and failure
• Return of competitors capacity growth

25.  Strength Threats
Strength
• Connects to all the major destinations
• A convenient airline for low budget traveler
• Attractive pricing
Threats
• Labor unrest
• Increasing complexity
• Air travel taxes

26.  Weakness opportunity
Weakness
• Sometime Airblue earn’s on the base of season like Hajj
and UMRAH.
Opportunities
• Market growth
• Business passengers
• Allocated seating

27.  Strength and opportunities
Strength
• Connect to all major destinations
• Reserve pricing strategy
Opportunities
• Market growth
• Expansion of freight business

28. STP Analysis

29. 1. Segmentation:
Market segmentation helps you divide your customers into
groups that have similar needs, likes, dislikes or purchasing habits
so that you can create different marketing messages for different
groups.
• Demographic segmentation
• Geographic segmentation
• Psychographic segmentation
• Behavioral segmentation

30. 2.Targeting:
Targeting is second step in STP marketing. The main object of this step
to review the different customer group you previously formed and
chose one you think are more valuable for your business.
 Size
 Profitability
 Reachability

31. 3.Positioning:
An organization positioning statement is important in helping identify
with its brand, product or service as a solution to customer problems
can help their needs.
 Symbolic positioning
 Functional positioning
 Experiential positioning

32. Strong Competition:
Airblue is now competing against more credible low cost carrier such as
SHAHEEN AIRLINE, AEROASIA and PIA express.
PIA remain Airblue strongest because of huge market it has gained
over time, strong brand image and customer loyalty.
Competitive Environment:
Analyzing an organization competitor help it decide the strategies it will
follow in both the short/long term.
A firm can determine the industry make decision on crucial issues such
as discount to be offered, quality of service and promotion strategy.

33. Air Blue Internal Environment
Competitive Advantage:
• Airblue offers value and comfort at low price.
• Airblue is adopting measures for cutting its cost.
• Airblue offers discount for early booking of travel plans and special
discount on online purchase of tickets.
• Airblue a social image but introducing special packaging for students,
special children etc.

34. Air Blue External Environment
Competitor:
• More aircraft are entering the industry.
• Low fare competition in now global.
• Other airlines like PIA , support and sponsor different sports event for
their promotion.
• Competitor ensure safe journey to customers.

35. General Environment
Culture Forces:
• PIA airlines is a organization so, the culture is similar to that of any
government organization.
• Airblue is a private held company and has a open organization
culture. The culture determine the type of eldership, communication
and group dynamics within the organization.
• Airblue involves employs in the decision making process, however,
the right to make the final decision test with authorities.