![]() ![]() It has painted two of its airplanes like Orcas with advertisements for SeaWorld. The company has gone to great lengths to promote its brand and grab the maximum eyeballs. It also was the official sponsor of NBA teams like the Houston Rockets, Orlando magic, Phoenix Suns, Indiana Pacers, etc. Southwest Airlines in the official main sponsor of league baseball teams like San Diego Padres, Baltimore Orioles, Texas Rangers etc. Nothing to hide, you’re now free to move about the country”. Some of them include, “Just plane smart, love is still our field, Low fares. Southwest Airlines uses tongue in cheek humor in the ads and have catchy slogans to grab the attention of customers. The airlines have differentiated themselves from the competitors who portray a corporate image. The promotional and advertising strategy in the Southwest Airlines marketing strategy is as follows: Southwest Airlines Promotion & Advertising Strategy: The airlines has its business operations in over 100 cities & 10 countries. Soon it expanded its operations to other neighboring cities and finally became a dominant, well-known brand in North America. Initially Southwest Airlines flew only in Texas. Also, The airlines operates in mid-sized cities to keep operating costs low. These airports are less congested, leads to lower expenses. They use secondary airports instead of the primary ones in any city. To provide quality services at competitive prices the airline undertakes various measures. Southwest airlines emphasized on point-to-point flight, which led to less turnaround time. Other airlines followed the hub and spoke model while flying from one place to another. Southwest airlines differentiated itself by focusing no frills, short distance air routes in an industry where most airlines focused on longer routes. Also read Southwest Airlines SWOT Analysis, STP & Competitors Southwest Airlines Place & Distribution Strategy:įollowing is the distribution strategy in the Southwest Airlines marketing mix: Southwest Airlines Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Such effective is the business model of the airline, that it has inspired several airlines across the world to offer low cost & efficient air travel domestically. All these factors made Southwest airlines a competitive player in the market. To increase operational efficiency, it used only one model of Boeing plane. It did not have an on flight food policy. It had a skeleton crew of an average of three crewmembers. It was able to sustain this model due to its no frills policy. The company offered low cost fares as a part of its marketing mix pricing strategy to people travelling short distances. People thus started to fly more frequently. Southwest Airlines is known for offering low cost air travel for its passengers.įlying, which was earlier considered a luxury, was now made affordable due to Southwest airlines. Southwest Airlines Price/Pricing Strategy:īelow is the pricing strategy in Southwest Airlines marketing strategy: The company is listed on NYSE as well as S&P 500. For its business class customers it offered features like priority booking, extra reward points, premium free drink. These are no fee for changing flight, priority lane access and priority boarding, satellite based internet at lowest cost, low-cost option to choose the desired seating, allowing pets on flight for a small fee, customizable vacation packages etc. It has an array of useful features like entertainment channels, movies, games etc. It was the first company to provide online booking of tickets, first company to offer ticket less flights, first airline to offer satellite based Wi-Fi services, etc. Southwest Airlines have pioneered in many fields in the airline scape. In the year 1989, the company crossed their billion-dollar revenue mark and became a major airline in the country. Their belief was, “If you get your passengers to their destination when they want to get there, on time at the lowest possible fares, and make them have a good time while doing it, people will fly your airline”. The founders had a simple philosophy and this was reflected in how they operated the airlines. It cuts its costs by eliminating on flight meals, on flight movies, skeleton crew on flight. It is a low cost airline with point-to-point flying feature. Today, Southwest Airlines have the largest Boeing 737 fleet and operate 4000 flights in peak seasons per day. During this time, it used Boeing 727-200s. Southwest Airlines only uses Boeing 737 jetliner models except during the period 1979 to 1987. The airlines is known to offer low cost travel to passengers in USA & neighboring countries. Southwest Airlines is a leading airlines company based out of America. The product strategy and mix in Southwest Airlines marketing strategy can be explained as follows:
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