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Analysis Marketing of Korean Air and Asiana Airlines
Contents
4
The motivation of selecting subject
1
2
3
5
Introduction of Korean air, Analysis of4p
Introduction of asiana air, Analysis of 4p`
Analysis of STP of the two company
Advertisement of the two company
6
Conclusion (comparison of result)
Introduction
Introduction
Increasing importance of brand name and advertisement
Korean air and Asiana airline The largest airline in Korea
Korean air
The largest airline company in Korea and one holding high rank in Asia
Earlier Advertisement : The quality of aircraft and services
① state-of-the-art and large-scale aircraft
② Campaign slogan: Sky, blue sky
③ ‘Excellence in Flight, Korean Air’
Introduction of Korean Air
Korean air’s 4p strategy
Reservation service
Note issuing service
Cabin service
Other service : KAL limousine
A. Product
Korean air’s 4p strategy
Making a good use of Korean traveler` habit
Offering…(생략)
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erentiation Strategy
Discount Benefit
B. Price
Asiana air’s 4p strategy
How are you give the way to customers contacted
Reservation
Cyber Marketing
C. Place
Asiana air’s 4p strategy
The strategy that give special treatment to special customer
The festival of flight mileage
The company image improve through sponsor policy
Media Relationship
Media Advertising
Cyber Marketing
Direct Marketing
promotional strategies using celebrity
D. Promotion
Segmentation of Korean air
STP of Korean air
Categories of distance
Categories of flight mode
Business or Leisure passenger markets
Passenger or Cargo services markets
Targeting of Korean air
STP of Korean air
Teenagers, university students
Office workers of 20s, 30s
Positioning of Korean air
STP of Korean air
System Factors
Segmentation of Asiana air
STP of Asiana air
Categories on the type of preferred airlines
Purpose of boarding the aircraft
Targeting of Asiana air
STP of Asiana air
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대한항공마케팅,아시아나마케팅,비교마케팅,마케팅,브~.ppt
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