Operating in a highly competitive industry-the air transport, United Airlines uses elaborate yet consumer-focused marketing to create value and boost customer loyalty. Incidentally, the single most purpose of marketing is to satisfy customer wants and needs, and therefore knowing the relevant market segment helps in building an effective and group-focused marketing strategy (Armstrong et al., 2018). Since the end of the 2008 recession, United Airlines has been targeting price-sensitive but tech-savvy consumers, heavily concerned with exploring different products online before setting for their choice. Through its website, United.com, the company shares a range of information including flight offers such as a personal entertainment system that customers could access while traveling with its fleet.
Incidentally, technology is one of the key factors that influence consumer decisions in the airline industry. According to Kingsnorth (2019), digital consumerism has revolutionized consumer shopping thereby making the internet an important business tool. The company launched an app that allows customers to book tickets online with regular special price discounts to loyal customers. As Grewal (2018) posits, customer excellence concept in which companies formulate value-based strategies helps businesses to retain loyal customers while at the same time providing exceptional customer service. Combining both the price discounts and the use of online ticketing shows United Airlines understands the significance of the customer excellence concept in its operations.
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On a different note, the effectiveness of United Airlines marketing is further driven by its focus on product excellence. Grewal (2018) explains that product excellence helps companies to provide high-value products and at the same time use effective positioning and branding. United Airlines knows the significance of product excellence as seen in its provision of video-on-demand as well as LCD television features on the seats of its fleet. These product enhancements target all the customer segments perhaps to create more value for the consumers.
References
Armstrong, G. M., Kotler, P., Harker, M. & Brennan, R. (2018). Marketing: An introduction . Pearson UK. Retrieved from https://books.google.co.ke/books?hl=en&lr=&id=XAGcDwAAQBAJ&oi=fnd&pg=PT21&dq=Armstrong,+G.+M.+et+al.+(2018).+Marketing:+An+introduction&ots=J6lg8nNnNb&sig=e6N8PWYdz9t9G-Mp08COQn47ZNg&redir_esc=y#v=onepage&q&f=false
Grewal, D. (2018). Retail marketing management: The 5 Es of retailing . SAGE Publications Limited. Retrieved from https://books.google.co.ke/books?id=BHB6DwAAQBAJ&pg=PA17&dq=customer+excellence+marketing&hl=en&sa=X&ved=0ahUKEwiK6qyA28PoAhUTmVwKHRTPAroQ6AEIQDAD#v=onepage&q=customer%20excellence%20marketing&f=false
Kingsnorth, S. (2019). Digital marketing strategy: An integrated approach to online marketing . Kogan Page Publishers. retrieved from https://books.google.co.ke/books?hl=en&lr=&id=yO2ODwAAQBAJ&oi=fnd&pg=PP1&dq=Digital+marketing+strategy:+An+integrated+approach+to+online+marketing&ots=jq6NQAT-wN&sig=i7NIxrZeNYSpbkyB9tJlALRIxlc&redir_esc=y#v=onepage&q=Digital%20marketing%20strategy%3A%20An%20integrated%20approach%20to%20online%20marketing&f=false
