Within this blog I am going to talk about Jet2 marketing mix and how they basically attract there customers to the products and services that they offer their customers.
Marketing mix:
Marketing mix is made up of the 4 Ps and they are basically product, price, place and promotion. The 4 Ps are so important to companies because it is basically the very core of their marketing because they need to start from the 4 Ps to be able to sell their products and services to customers. Now we are going to talk about the 4ps seperately so that you understanding the marketing mix in more depth.
Place:
Place in the 4 Ps is very different to product because this is about the location and where types of customers generally like to go and stay.
Also, there is another side to place because Jet2 have to decide where they need to base their call centres to increase sales and revenue and get more customers to book with them.
Price:
This is the most important aspect of marketing because this is what people are paying when buying Jet2 products or other products for that matter. So, Jet2 have to think carefully when it comes to what price they put their products at.
Promotion:
Promoting is a way of Jet2 and other airlines, travel agents and tour operators advertising and selling their products to a target audience.
By this I mean things such as advertisements on the television. I’m sure we have all seen an advert that catches your eye and makes you think wow I really like the look of them, and in some cases actually go and get the products that the company offers purely on the advert that have been shown to you.
Now that you know abit about the marketing mix and what is involved within it, we are going to talk about Jet2 and how they use all these elements to market there products and services to there target customers.
Nature of products:
First of all we are going to talk about the nature of Jet2 products and basically there main products and services that Jet2 sell there customers are low cost flights and Jet2 holidays. Now this is very brief but Jet2 do offer much more when it comes to selling customers products and services, but we are going to elaborate on this further along into our blog.
Place:
Place in the 4 Ps is very different to product because this is about the location and where types of customers generally like to go and stay.
Also, there is another side to place because Jet2 have to decide where they need to base their call centres to increase sales and revenue and get more customers to book with them. Now I think when people think of Jet2, they think of the airline, so your probably think well they will be everywhere in the world but in fact Jet2 airlines mainly work at regional airports this is because one they are a low cost airline so it will be cheaper for them to go to regional airports that bigger ones. Another reason is Jet2 are all about attracting customers, so if they fly to regional airports then they are making themselves more accessible for customers because as we know regional airports are primarily based for customers can access them easily such as Leeds Bradford airport, as we know this airport is located where customers can reach it easily with both buses and cars. This is more convinient for customers because it saves alot of travelling when all you really want to do is get to the airport and then be on your way to a luxery week on your jolly holidays. So, Jet2 know this and that is one of the main reasons they fly to regional airports... for there customers.
Another form of reaching this airline is on the internet. As we know the internet is evolving all the time, so by Jet2 having a website they are making more business for themselves and making it more accessible for customers to find them and book with them.
Price:
This is the most important aspect of marketing because this is what people are paying when buying Jet2 products or other products for that matter. So, Jet2 have to think carefully when it comes to what price they put their products at.
Promotion:
Promoting is a way of Jet2 and other airlines, travel agents and tour operators advertising and selling their products to a target audience.
By this I mean things such as advertisements on the television. I’m sure we have all seen an advert that catches your eye and makes you think wow I really like the look of them, and in some cases actually go and get the products that the company offers purely on the advert that have been shown to you.
Promoting is a way of Jet2 and other airlines, travel agents and tour operators advertising and selling their products to a target audience.
Characteristics:
For this part of the blog I am going to talk about one major product and service which is the PARTY PLANE, im sure we have all recently heard of this new development that Jet2 have introduced to customers and that is a party plane where at the moment it is an online competition for customers where they come up with an ideal theme that they would do on there plane and other customers vote on the best idea, and then the winner actually gets to do that idea on one of Jet2's planes and they can go anywhere they want and to any destination. This is an amazing marketing strategy because for one, no one else has ever done this, so Jet2 have become unique and customers like this because it is something different and also lets not forget if you win you get to go anywhere you want for FREE, so i think this gives Jet2 a competitive advantage because it is drawing customers in to go on the website to either take part in the competition or to even just vote, and then once they are on the wesite, they will see the latest deals and discounts this airlines has and then Jet2 has drawn the customers in to booking there travel with them or the even just enquiry. I think in the future Jet2 will eventually start selling the party plane and by this I mean customers pay to use the plane for an event and to go to different destinations. If they do not decide to do this and develop this promotion further then I personally dont think they are going to earn enough profit from this brilliant idea..... But I am certain this well developing airline will have a plan up there sleeve for there party plane.
Another chanracterisitic of Jet2 that I think is a major point to make is there logo, I think everyone recognises the Jet2 logo when it pops up on our screens because it is just something that stands out and makes Jet2 what they are today. Here is the logo for you to see and know exactly what I mean...
Features:
This part of the blog is about Jet2's products that they offer customers, now obviously the party plane is a product that Jet2 offer customers but thats not just what they have on offer for customers because at the end of the day Jet2 along with other companies need to make revenue and profit, so they will offer different products to make customers book with them to have more money, business and also a competitive advantage over there competitors.
Jet2 offer products such as;
* Hit the slopes from £27
* City breaks - Rome from £34
* Holiday insurance
* Destination maps
* Free child places
* Jet2 car hire
* Parking
* Pre order on-board meals - 3 course meal from £6
* Book your bags from £8 per bag
* Sports equipment & outsized baggage
* Researve seating from £4
* On-board shopping
* Gift vouchers
* quides to new routes available on there website
* Extra legroom
* flight only group bookings
* Holiday group bookings
All these products that Jet2 are offering customers are only a few but also they are there for Jet2 to earn money but also for there customers to have everything they want when flying with themselves at lower prices.
Now I am going to go into detail about one specific product, and that is going to be Extra legroom. Now you might be thinking why do people want to pay money for extra legroom, and actually it is a major problem and issue for some people because if a passenger is very tall, they dont want to be squishing there legs up together for the entire flight, because that is not an holiday experience and they are just going to be uncomfortable to entire flight, but could be a long time such as 4 hours.
Here is some information taken from the Jet2 website http://www.jet2.com/new/extras/seating about Jet2's seating section for there customers.
"At Jet2.com there's no scramble to get a seat when you board. All of our customers are allocated a seat before they check in. We also offer the option to choose where you and your party would like to sit for a small charge, including the option for super-comfy extra legroom".
This information is great for customers who are tall and what that little bit of extra room because to be honest it is ok for us little people who dont need that extra legroom because our legs dangle anyway off the seats, but for those who do have long legs, it will become uncomfortable for them to sit in one cramped seat for a long period of time with your legs tucked under you chin. Another reason why, if you are tall, you should invest in extra legroom is also because it is medically bad for people to cope a long period of times with no legroom because there legs will become swollen and DVT which is also referred to as Deep vein thrombosis.
Now obviously Jet2 do not want this to happen to there customers because it would just be aweful and it is not satisfying there customers with a great holiday, so they do offer customers with long legs extra legroom so that they are exceeding there expectations and showing customers that they have there best interest at heart.
Channels of distribution:
Now for this part of the assignment we are not mainly focusing on Jet2 as an airline, we are mainly looking at where customers can book and this is referring to shops, call centres and even the internet. We have spoken a little about internt so you do know that Jet2 have a website and is available for customers all the time. Now unfortunately if for an reason customers do not have access to the internet, then Jet2 have shops!
By this I mean Jet2 dont initially have there own shops but customers can go into local travel agents such as Co-operative, Thomas Cook, First Choice etc and book a holiday and fly with Jet2. Now I am not really sure why Jet2 dont have there own shops but in the future to expand there business, this could be an option and a promotional method they decide to invest in. If they did this they would recieve more business and profit at the same time.
Jet2 have also Call Centres where customers can book over the phone with professional help or just to ring and ask a few questions. This is alot like Travel agents but obviously without the face to face communication.
There are many Jet2 call centres but there are only 2 that I am familiar with at this present moment and they are the one located in Yeadon and the other in Leeds.
Promotion:
This part of the blog is very important because how else would Jet2 attract there customers and provide customers with up to date information on there products and services and them as a general company.
First of all Jet2 have many advertisements when it comes to trying to attract customers because at the end of the day they need more customers to get more business and revenue/profit for there company. One of the main reasons for this is that they are a low cost airline so they need to constantly advertise to earn money.
Here are a few youtube links for you to watch that show how Jet2 market different products and services that they have such as the PARTY PLANE. This is because not only do adeverts apear on the television on breaks between popular tv shows but they also appear on Youtube which is a very popular internet site that all types of customers use.
http://www.youtube.com/watch?v=5rjE_2FNNng
http://www.youtube.com/watch?v=KUI55gWR6nY
http://www.youtube.com/watch?v=XmwIojCPPHQ
There are many more for customers to view and see what Jet2 offer them and how.......
One of the main reasons why Jet2 have advertisements is to establish what they exactly offer there customers. By this I mean as we know Jet2 offer flight only, packages, accommodation only etc. So, the advertisements that they offer customers are not only showing that they offer these but they are also showing customers that they can purchase them seperately or together.
Promotional methods:
Jet2 use many different promotional methods and by this I am talkiing about the discounts that they offer there customers. They do this to attract customers because if one person knows they are offering a discount or promotional offer, then they are going to tell there friends about it and this will create a chinese whisper where eventually everyone will know which will result in Jet2 recieving more business and profit at the end of that. Here are some promotional offers Jet2 have offered customers in the past.
Now this is basically all the fancy part of marketing for Jet2 but behind the scenes they also have to think of marketing in a business aspect and this can include press releases. What I mean by press releases are articles advertising or introducing the products and services that they have such as the party plane.
Here is a few links on articles/press releases about the party plane and other aspects such as New Routes that they are offering.......
http://www.jet2.com/news/
http://www.jet2.com/News/New_Routes/
http://www.airportsinformationblog.co.uk/east-midlands-airport/jet2-com-celebrates-10th-birthday-with-private-party-plane-competition/
Conclusion:
In conclusion I think that Jet2 market themselves great, all the advertisements they have, the articles, the new products and services they offer and even the low pricing them have. One thing I do think they should consider is opening there own line of shops if customers feel they want to book direct with them with face to face communication but obviously this could be the next step for them in the future....
I hope you enjoyed this blog and hopefully it has provided you with alot of information on this company and I hope it has shown you exactly how they advertise themselves.
Finally Have a good day :)
By Laura Plant.
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