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Market Segmentation and selection of target market. Domestic customers. International customers. Purpose of journey Business and Leisure Geographic European South Asia North America. P urpose of journey Income Geographic Cities Tourist Destination. Selection of Market. Kolkata - PowerPoint PPT Presentation
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Market Segmentation and selection of target market
Domestic customers
• Purpose of journey• Income • Geographic
– Cities– Tourist Destination
International customers • Purpose of journey
– Business and Leisure
• Geographic– European– South Asia– North America
Selection of Market
• Kolkata – “Capital of culture”– Future Market expected
• Mumbai• New Delhi• Another Domestic
destinations are expected to be expanding
http://www.mapsofindia.com/maps/india/percapitaincome.htm
Marketing Stategy
Objective 1 (www.easyjet.com)
• safe • good value • point-to-point air service • consistent and reliable
product
Objective 2• fares appealing to leisure
and business markets • Develop people and
relationships with suppliers
Marketing positioning
Budget Airline maintained by:• Low operating costs • Increasing revenue• Using new economy
technologies
Marketing mix
• Price
• Product
• Place • Promotion