Aer Lingus: Buying behaviour and target marketing, The extended service marketing mix. Creating a competitive advantage - Market research

Essay by marietjiegUniversity, Master'sA-, September 2006

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Buying behaviour and target marketing

How has Aer Lingus attempted to put its customers at the forefront of its business development? To what an extent has the airline built up an understanding of its customer's perceptions and expectations?

Aer Lingus have attempted to understand the needs and wants of their target customers (premium business class) in the full service segment market. They have utilised a single segment strategy to create a "marketing mix" to address these needs and wants. The organisation has extensively researched and analysed this market segment through "Programme for a Better Airline". The extent to which the airline as built up an understanding is reflected in the impressive results and business growth that the organisation has experienced. It seems as though they have "hit the target" with their market analysis and marketing mix.

They have successfully positioned the organisation in the mind of their target customers through both their brand values and their traditional Irishness.

The careful market analysis has revealed the organisation's strengths and elements that differentiate them from competitors (quality service and brand values).

The extended service marketing mix

In what way is the role of personnel central to the airline's operations and marketing strategy?

Aer Lingus is seeking to differentiate itself through exceptional customer relationships. They have established three core values which in order to do this, professionalism, intuition and intimacy. The living out of these values ("walk the talk") and building and fostering of customer relationships is completely dependent on the airline personnel. They acquire "a single unwavering commitment to enhancing customer value." The whole marketing strategy is build around the one-on-one contact of the personnel with customers. The personnel must seek to create this exceptional experience for customers in everything they do every day. It is the way in which customers are...