This paper is a study of Southwest Airlines marketing and promotion practices. How Southwest positions itself as a "different" kind of airline will be covered. How Southwest uses the word 'love' as a promotional tool will be covered. Southwest's meaning of a "triple crown winner" while promoting itself will be covered. Finally, different innovations that Southwest has employed to make the airline stand out will also be covered.
Southwest has positioned itself as "different" to it's customers by choosing to pass on as much cost savings to the customer as possible. One of the cost savings that it passes on to the customer is in it's choice to not assign seats to tickets, thereby having no assigned seats for passengers. There was a cost associated with adding this functionality to their system, so they chose to not implement it and allow seating on their aircraft on a first come, first serve basis.
This however may be changing, as they have decided that it is no longer a huge cost for them to implement this into their current system (Velotta, R.N., 2003). Another cost savings that it passes on to it's customers is in the choice that Southwest has made to not join one of the many travel websites on the internet, such as Orbitz. Southwest considers the amount of money that joining such an operation would end up costing the passenger too much, so has decided against it.
Southwest uses the word "love" as a promotional tool. It just so happens that the headquarters for Southwest is on Love Drive. Southwest's stock symbol is LUV. Back in 1971 when the airline was born they had no money for advertising, so they had to create a personality that would make them unique in the airline industry, as well as generate...