Introduction
Saudi Arabia airline Company has step forward in enhancing its integrated marketing communication strategies through elements such as advertisement, public relation, sales promotion and direct marketing. These elements are combined as unified force, rather than separated elements. This strategy helps the company to maintain its competitiveness in the cutthroat airline industry to both existing and potential customers. The company has formulated integrated marketing communications as an approach that concentrates on identifying potential, global customer insights and formulating strategy with appropriate manner to enhance customer relation. This involves coming up with appropriate touch point to apply to get customers and understanding where and how they access various kinds of media.
Through the advertisement sector, the company has been able to run advertisements in the traditional media like newspapers, billboards, radio and TV, magazines and bus stops among others. The company is however invested in modern advertisement media such as blogs and websites to provide and spread more information about Saudi Arabia airline Company and its products targeting customers in Middle East and the rest of world. Example of the websites that spreads the company’s information includes its official website, http://www.saudiairlines.com. Through the use of internet the company has been able to communicate their information constantly across all types of media in the world.
In the public relation, the company has developed its website that exposes press releases, latest news and stories, rumors and executive speeches, to the existing and potential consumers around the world. The developing information regarding the company is published in different media that include the newest copy of “Ahlan Wasahlan” magazine. In the recent days, the company has announced the transportation of over eight hundred thousand Hajj pilgrims, as potential customer target, from one hundred and two stations across the universe this year. This will enhance the call for enlightening the pilgrims against their obstacles such as carrying huge baggage. Consequently this will help to minimize impediment in their flight and hence smooth flights operations. This is among the developing programs that the airline is utilizing to enhance its public relation as it improve its customers’ loyalty.
The company over the past years have been recognized globally and awarded for excellence for its promoted customer services, the outstanding money value and the quality of their products to all of its customers. This promotion is enhanced through the company’s Skysales which operates as in-flight shopping service for the local and international consumers. Skysales offers up to thirty percent off retail prices and also offers world’s famous gift items, designer fragrances and exclusive “travel retail” products. Saudi Arabia airline has also developed promotional fares to various destinations such as Africa, America and Middle East among others. This promotional offers makes the products of the company economical and their availability are limited. Other incredible airfares that are on promotion include business and economy class seats. Customers can access cheap flights to Riyadh, Colombo, Singapore, Islamabad and Manila among others. On the economy class seat the promotion on the limited airfares are going for as low as £423 that are tax exclusive.
In terms of technology, Saudi Arabia airline Company has continued advancing and improving the level of convenience and flexibility that is enjoyed by modern travelers. Still in the line of enhancing maximum consumer satisfaction, the company has transformed its services programs into online services which involve online booking. As a result this has minimized delay in offering airline services hence extremely reduced flight delay.
A Saudi Arabia airline has also integrated marketing communication with the aid of operating under relative cost-effective in its marketing strategies. The retail network of the company is accompanied by promotions of goods and services offered by the airline. The company has also established marketing strategies and tactics that are effective in terms of cost minimization. Saudi Arabia airlines had previously established new markets by developing new routes and destination especially in Africa.
In conclusion, in order for Saudi Arabia airline to continue being a thriving multinational company it should effectively broaden the conception of integrated marketing communication. The company should make use of a wide display of marketing concepts which it readily adapted, regarding the wants and needs of the target audiences. Consequently, Arabia airline will remain to thrive in the competitive airline industry despite a huge competitiveness threat from other airlines such as Emirate airlines. Therefore, integrated marketing communication should be embraced as important and fundamental for the success of the business and can be effectively utilized to accomplish consumers’ loyalty. The company should also come up with promotional offers in developing countries to reach the potential customers in effective and economical manner.
Works cited
Clow, Kenneth E.; Baack, Donald. Integrated Advertising, Promotion, and Marketing Communications . Canada: Prentice Hall PTR, 2007
Strokes, Rob. eMarketing: The Essential Guide To Online Marketing. Quirk eMarketing,2008
Don E Schultz; Stanley I Tannenbaum; Robert F Lauterborn The new marketing paradigm New York: Lincolnwood, 2004
