Marketing Mix For Low Cost Carriers


Develop a  “Marketing Strategy” for  one of the regional Low Cost Carriers   by  optimal utilization of “Marketing Mix” and marketing tools to address the following challenges with appropriate and viable solutions:
a)    Product:  What are the optimal on-ground / on-board and destination/frequency  products
b)    Place: What are the optimal modes of distribution channels?
c)    Price: What is the optimal pricing strategy? How many types of RBDs (Revenue Booking Designators) are most suitable for this product?
d)    Promotion: Who are your target audience? What ‘communication channels’ are best suited to meet your objectives?


This question belongs to Marketing. The question is about developing a marketing strategy for a regional low cost carrier with the help of marketing mix and tools. This strategy is about developing a plan for optimal on ground, on board, destination and frequency of flights, the various distribution channels, the pricing strategy for the flights and the range of customers that are being targeted at. These and others have been discussed in the solution in detail.

Total word count 2237


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