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Contents
Introduction of JetBlue
STP Strategy
4P
SWOT
JetBlue in Crisis
Latest Marketing Strategies
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JetBlue
New York-based Airway creating a new airline category based on value, service and style.
Serves 61 cities with 600 daily flights.
“Highest in Customer Satisfaction Among Low-Cost Carriers in North America“
(2xxx, J.D. Power and Associates)
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SWOT
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STP Strategy
Segmentation
- geographic variable
:
Psychographic variable
: active and value oriented
Behavioral variable
: economical and premeditated
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Positioning
To bring humanity back to air travel
Low cost carrier with amenities
(in-flight entertainment, legroom, snacks provided)
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Targeting
Business trip passengers
Sightseeing passe…(생략)
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umanity back to air travel”
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Q&A
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Thank you for listening
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`Most Eco-Friendly Airline`
(2008,2009 Zagat`s Airline Survey)
New York-based Airway creating a new airline category based on value, service and style.
=The founder and CEO of JetBlue built the whole company on the principle of customer service.A veteran of the airline industry, he knew this was the weak point in the market and built a brand around a hip, customer-orientedairline
JetBlue serves 61 cities with 600 daily flights.
all seats are assigned, all fares are one-way, and an overnight stay is never required.
“Highest in Customer Satisfaction Among Low-Cost Carriers in North America“
(2xxx, J.D. Power and Associates)
`Most Eco-Friendly Airline`
(2008,2009 Zagat`s Airline Survey)
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Geographical variable: New York JFK Airport as a basic base airport
East coast: Washington Dulles Airport and Boston Logan Airport
Wes
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