[마케팅] 진에어 JIN AIR 항공 마케팅 전략(영문)

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레포트 > 경제경영계열
2010.12.21
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[마케팅] 진에어 JIN AIR 항공 마케팅 전략(영문)에 대한 자료입니다.

Executive Summary
1. Introduction
Jin Air Co Ltd, is a low cost airline originated from South Korea, which is a full subsidiary of Korean Air. It began operations in July 2008
2. Environmental Analysis
a. LCCs-low cost carriers- lower operating cost to have small aircraft travels short distance with no frills to provide flight services with low prices.
b. Demands of LCCs have increased because of the growing national income and increase in leisure time thanks to the introduction of five-day work week.
c. The competition among LLCs and with FSAs is growing more fierce.
3. STP
a. Targeted young people between 20 and 30 who actively enjoy their leisiure time for fun and sensitve to price.
b. ‘new airline service pursuing premium and practicality at the same time.’
4. Marketing MIX
a. 3 flight service routes. Jet flight -B737- verified as a safer than other models.
b. Much lower prices than traditional air companies, Early Bird System, family discount
c. Used direct distribution channel through internet web site without any dealers or retailers
4. Embarked social campaigns -‘SAVe tHE AiR’ but not active internet marketing
5. New Marketing stratgy
1) Marketing objective and STP
a. ① Develop new product (various productive air routes). ② Develop brand awareness and brand preference through the fun marketing. ③ Change customers current belief – Make people believe that JIN AIR is safe and convenient.
b. Positioning its brand as ‘safe and fun fright at the lowest price in the targeted customer’ mind.
2) Marketing MIX
a. Develop new air routes which connect their targeted customers to sights they would most like to visit and provide fun in-fright service and interesting designs.
b. Advertising its brand and interact with customers through the internet- launch blog and support online community.
c. Fun marketing- post interesting videos and advertisement, hold fun events

1. Introduction
2. Environmental / Situational Analysis
3. STP
4. Marketing MIX
5. Problems in JIN Air’s current marketing strategies
6. New marketing strategy

본문내용

2) Targeting
JIN Air’s targeted consumers are young people between 20 and 30. They show tendency to enjoying their life. This segment shows high growth rate and JIN Air concluded that it can secure the longer customer life value by capturing this segment.
3) Positioning
JIN Air tried to position its product as ‘new airline service pursuing premium and practicality at the same time’ in its targeted customer’s mind. To turn its proposition to the reality, JIN Air made a effort to give better flight with reasonable fares to customers by reinforcing core services, getting rid of unnecessary services, simplifying complex procedure and regulation, and reducing cost
4. Marketing MIX
1) Product
Jin Air’s product is transportation service. It has 3 flight service routes: to Jeju island, Bangkok and Guam. To Jeju Island, they serve 24 flights a day. To Bangkok and Guam, 7 flights a week, everyday. For the in-flight service, it provides economical and practical flight service and set a different concept from other regular airlines. All the flight attendants, called ‘JINI’ wear green shirts and blue jeans, not formal uniforms as expected. In addition, they supply water, orange juice and cold green tea and for international flight consumers and offer PSP rental service to make customers enjoy their journey. Also, unlike many other

#service #Air

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