marketing

strategic role of marketing

the strategic role of marketing for almost all business, involvesthe developing and implementing of marketing activities with the aim of aiding the business' journey of achieving overarching business goals such as profit maximisation, increased market share, augmented customer satisfaction and loyalty, an d long term sustainability and growth.

interdependence

operations creates the USP and productswhich marketing promotes

hr training and hiring ensures quality and safe service

strategies are funded through financial budgeting

approaches for marketing

Q uses marketing approach - focusing on consumer needs and long term loyalty through loyalty programs, qantas app and lounges.

types of market

operates in multiple

consumer - sells flights directly to individuals for business or leisure

mass - targets general public through economy + low cost jetstar

niche - caters to luxury travellers (business & first)

factors influencing consumer choice

psychological - strong loyalty from FFP, strong brand rep 65% domestic market share, “feels like home”. associated with safety, reliability and premium service

sociocultural - offers to different social classes,

economic - during downturns qantas intensifies marketing for jetstar, price sensitive sought lower costs. 

government - must comply with strict aviation rules and safety standards

consumer laws

deceptive and misleading - q fined $100m by acc, selling tickets to cancelled flights. hurt brand rep + customer loyatly ($1 share loss oct 23). important for business to be transparent and truthful

price discrimination - Q tickets varying by class, flight seat which is allowed

implied conditions - ensure flights are on time, safe and accurately described. if delayed or cancelled consumers are entitled to a refund / reimbursement

ethical considerations

truth- must avoid misleading claims, or risk alienating consumer base. covid - fly flexible, clearly communicate refund and credit policies. 22% increase in consumer satisfaction 22-23

accuracy and good taste - Q has ethically sound and emotionally intelligent advertising through ‘feels like home’

products may damage health - Q prides itself in strong safety record and procedures. 2nd safest airlineratings.com

sugging - Q uses market reserach to improve service and understand the market

situational analysis

swot allows business to analyse and understand its situation

w-perception of unhealthy food damaged brand rep and customer satisfaction. 1.5% loss marketshare 24 respond to backlash, healthier items, decreased alienation from health conscious, increased customer satisfacion.

o- delivery options, augment potenital customers. accumulate 10% of sales fy25. loyalty program, increase sales, customer retention.

at maturity stage, needing to rejuvinate strategies to increase loyalty, prevent decline and remain competitive.

-monopoly

market research

market research is essential for a business, as it allows the business to understand its market, which is crucial and aids in the development of marketing strategies.

identify potential new routes, evaluate customer satisfaction. Q app tracks consumer behaviour and patterns, helps create personalised marketing. 16+ million members

establishing marketing objectives

smart approach: realistic and measureable goals gives the business direction. new marketing strategies are key in achieving these objectives.

increase market share, strengthen brand rep, grow loyalty, expand internationally

identify target markets

allows for tailored marketing strategies, improving connection and loyalty, increasing conversion rates. more efficient use of resources in marketing, reduces waste of less productive strategies

Q uses segmented. business - lounges and higher cllasses, families - holiday packages + competitive ecnonomy fares, price sensitive - jetstar. fy22-23

developing marketing strategies

q uses social media, sponsorhips, feels like home campaign, FFP loyalty. retaining customers long term, fostering a sense of family within Q

4ps

feels like home campaign

targets consumers emotions, more effectively marketing

2014-17

so successful remake was made post covid

improved brand perecption, emotional connection and loyalty. 17 million views and millions of positive comments

reconnect qantas with australians

covid 19 jetstar

low eco stimulation and less disposable income

more price sensitive, sought lower cost alternative

intensified marketing for jetstar

15milfy22 —> 22mil fy23

hihglights importance of understanding the market

increased freight service to maximise revenue