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Air Marketing Seminar

Air Management & Strategy

Definition of "marketing".

  Differences between industrial and         "consumer" marketing.

  Definition of the "customer" in the air freight industry.

  Industrial buying behaviour.

2.  Customer Needs

  Segmentation of the air freight market.

  Requirements of customers in the major market segments.

3.  Air Freight Business and Marketing Strategies

  "Cost leader", "differentiation" and "focus" strategies.

  Strategies based on belly-hold space only.

  Strategies based on mixes of belly-hold, combi, and freighter capacity.

  "Heavy Freight" strategies.

  "Integrated Operator" strategies.

  Strategic alliances between airlines.

4.  The Air Freight Product

  The Product Life Cycle.

  "The Boston Box".

  The Ansoff Matrix.

  "Commodities" and "brands".

  Air freight capacity and scheduling.

  Air freight ground handling.

  Discussion of the actions which airlines should take when faced with rate-cutting by their competitors.

  Discussion of the occasions when an airline should assume pricing leadership.

  Negotiation of pricing agreements with shippers and forwarders.

6.  Distribution Channels

  The concepts of distribution channel control and "super-profits".

  Trends in the airline/forwarder relationship.

7.  Advertising and Sales Promotion in the Air Freight Industry

  The changing role of the sales executive in air freight marketing.   Recruitment and motivation of sales personnel.

  Total Distribution Costing and the "Just-in-Time" concept.   Promoting and selling this concept.

  Sponsorship policy.

  Database marketing.

  Air freight advertising.

Guest Lecturers