Air Freight Marketing Course

Air Freight Marketing Course

A Proven Programme for Managers in the Air Freight Industry

New Challenges in the Marketing of Air Freight

Today, there are no easy answers to the question of how to achieve success in the challenging, complex world of air freight.

The forces of deregulation and liberalisation have meant tough competitive conditions for many airlines. At the same time, customers are becoming more demanding and the pace of change faster than ever before.

The SSA Air Freight Marketing Course- A Proven Programme

For air freight managers aiming to address their strategic challenges, Stephen Shaw and Associates offers a proven programme dealing with the subject of marketing in the air freight industry.

Established in 1989, the course has run annually since. It attracts delegates from many of the world's leading airlines and now boasts a distinguishes panel of guest speakers which includes well-known industry leaders with strong opinions and the presentation skills to put across their views in a forthright, provocative way.

The course director is Stephen Shaw, Managing Director of SSA and author of the standard work "Effective Air Freight Marketing" published by Pitman Books.

Who Should Attend?

The course will be beneficial for the following categories of people in the air freight industry:

	established air freight managers who will experience an opportunity for thought and reflection away from day-to-day pressures;
	managers who have recently joined the air freight industry from outside;
	people who have recently taken up a management position in air freight after career experience on the passenger side of an airline's activities;
	people who have taken up a role in air freight marketing after career experience in air freight operations.

Course Content:

What is Marketing?

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.

Monitoring and control systems.

5. Pricing Policy in Air Freight Marketing

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

The following have accepted inviations to be guest lecturers at this year's course:

Paul Giblin-General Manager-Sales and Marketing BRITISH AIRWAYS WORLD CARGO

Claude Morin-Managing Director-Cargo AIR CANADA

Ulrich Ogierman-Senior Vice-President, Sales and Marketing CARGOLUX

Peter Sedgely-Senior Manager-Cargo Hub Capacity Development EMIRATES

Jaques Vareilles-Cargo Markiting Manager AIR FRANCE

Tony Walford-Managing Director-UK MSAS GLOBAL LOGISTICS

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