Product Mix of Airline Industry
Getting the product right is the single most important activity of marketing. If the product isn’t what the market wants, no amount of price adjustment or brilliant promotion will encourage consumers to buy it. The airline product is quite a complex one since it comprises of a service of incorporating the temporary user of airline seat and certain tangible products such as free flight bags or a free bottle of duty free spirit to encourage booking.
The airline product includes of two types of services:
1. on the ground services,
2. In-flight services.
The on-the-ground services include a convenient airport with car parking facilities, duty free’ shopping quick and efficient checking of baggage, efficient service at reservation counter, transport to the airport, etc.
The service provided inside is intangible and is highly variable. The airhostesses are trained to provide polite, warm and courteous service. The courteous service that the representatives at the baggage counter, reservation counter provide goes a long way in developing customer loyalty. The travel agents of the airlines also need to be efficient and polite.
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