2. BRAND HISTORY
• Ticketless Travel
• A New Kind of
Airline • Service to FL
1960’s 1990’s begins
• Off the ground • AirTran
• $13 Fare War Acquisition
1970’s 2000’s
• Triple crown
• Lollipops for
1980’s everyone
4. BRAND VALUE PROPOSITION
Fun
&
Friendly
Flying
Value
Customer Low
Fares
Service
Red-‐bellied
Simplicity
Jets
5. PAST ADVERTISING
• 1970s | “Remember what it was like before Southwest Airlines?”
• 1980s | “Loving you is what we do” & “Love that spirit”
• 1990s | “Just plane smart”
• 2000s | “DING! You are now free to
move about the country”
• Use of humor/cheekiness
6. CURRENT STRATEGY
• Bags Fly Free
• Southwest.com
• Rapid Rewards
• A Better way to Board
• Business Select
7. PRICING
• Low Cost Carrier • No baggage/change
• Bargain air travel fees
Airline Range Stops Notes
Orlando to Las Vegas
$595 (Lo) 1 Mostly Red Eye
Competitor Averages
$904 (Hi) 1 Flights
$528 (Lo) 0
Southwest Airlines
$1104 (Hi) 0
New York, NY to Los Angeles
$407 (Lo) 1 Red Eye; 4+
Competitor Averages
$591 (Hi) 1 hour Layovers
$315 (Lo) 1
Southwest Airlines
$591 (Hi) 1
9. LOCATIONS & HUBS
Puerto Rico
International Northwest
1% 3%
Southwest
West 12%
33%
East
15%
Midwest
Southeast 17%
19%
10. MARKET TRENDS
YOY
Airfare
Price
index
%
change
$/Gallon
11. MARKET OBJECTIVES
• Build on Southwest’s value image by
offering low-cost point-to-point flights with
strong customer service
• Target Audience
– Professionals Ages 25-54
– Medium to high-frequency business travelers
– 30-60 Day Planners
– Household Incomes $75,000 +
– 8+ Trips per year
