Malaysia Airlines Marketing Mix: Malaysia Airlines is associated with aviation because it operates passenger aircraft. The airline was established in 1947 and is the airline that is flag carrier of its home country Malaysia. It is an integral component of Oneworld, the airline alliance.
Malaysia Airlines is a subsidiary of the leading firm Khazanah Nasional Berhad, Malaysia Aviation Group. Malaysia Airlines is known for its Hospitality and Malaysian Hospitality and has grown to be one of the most frequented airlines around the globe.
Marketing Mix Of Malaysia Airlines
Marketing Mix Of Malaysia Airlines is brand-based. In Marketing Mix Of Malaysia Airlines, We will Learn About the four key elements of Marketing Mix: products, place, price, and Promotions. By paying attention to the following four components of the marketing mix, a business can maximize its chances of a product being recognized and bought by customers. We will be discussing Malaysia Airlines Marketing Mix. Below is the detailed Marketing Mix Of Malaysia Airlines.
Let’s talk about Malaysia Airlines Marketing Mix.
Malaysia Airlines Main Competitors
- Air India
- Jet Airways
- United Airlines
- Virgin Atlantic
- Air France
- British Airways
- Qantas Airways
- Qatar Airways
- Etihad Airways
- Singapore Airlines
Malaysia Airlines official website: www.malaysiaairlines.com
Product in the Malaysia Airlines Marketing Mix:
By the end of May 2018, Malaysia Airlines had an aircraft fleet of eighty aircraft, of which 32 of them were Airbus, and forty-eight, comprised Boeing. It manages more than 200 daily departures.
Malaysia Airlines has diversified to handle tour operator operations, catering for flights, aviation engineering, leasing of aircraft, and ground handling of aircraft. In 2013, it had twenty-eight subsidiaries. Of these, twenty-five were owned by its parent company.
The cabin services offered by Malaysia Airlines include
- First Classis is available on Airbus A380 and Airbus A350 flights. The seats are spacious and comfortable and come with semi-closed suites and a flat-screen TV of 23 inches.
- Business Class is offered on all flights and comes with comfortable seats with two people and USB ports.
- Economy Class Economy Class is offered on all flights on Malaysia Airlines with overhead television and a 29-30 inches seat pitch.
- In-flight entertainment. The in-flight entertainment system is called Select and comes in three different types: Select 3000i, Select 3000i, the Portable Media Player, and Select Mainstream.
The top-of-the-line services include
- In-flight giveaways
- The announcements in the cockpit and greetings
- Meals that are customized following the requirements
- Priority pricing within its networks for connecting flights
- Access to exclusive access The Golden Lounge
- VIP Services at a variety of airports
- Charter arrangements
- Flexible flight schedules.
Malaysia Airlines offers passengers of Business Class First Class, Business Class Enrich Gold, Enrich Platinum, and codesharing partners airport lounge services through The Golden Lounge. The Golden Lounge has food service and an open bar, as well as facilities like children’s centers, sleeping areas, food catering, and business centers.
Place in the Malaysia Airlines Marketing Mix:
Malaysia Airlines handles its operations to 60 destinations in 30 countries spread across North America, Europe, the Middle East, Australasia, and Asia, and Oneworld hubs in Tokyo Narita, Sydney, Los Angeles, London Heathrow, and Hong Kong. It operates flights on both domestic as well as and international circuits through its alliances and subsidiaries.
Malaysia Airlines operates flights from its central hub in Kuala Lumpur International airport and secondary hubs in Kuching as well as Kota Kinabalu. The registered office, as well as the headquarters office for Malaysia Airlines, is at Kuala Lumpur International Airport located in Sepang located in Malaysia. Malaysia Airlines is the owner of two subsidiaries, airline MASwings as well as Firefly. The first is focused on flights between the two countries and manages scheduled flights from its home base in Subang International Airport and Penang International Airport.
Malaysia Airlines has entered into Codeshare agreements with various airlines, including American Airlines, Korean Air, Qatar Airways, Myanmar Airways International, Jet Airways, Japan Airlines, Etihad Airways, China Airlines, Cathay Pacific, Bangkok Airways, as well as Air Mauritius. The airlines have also opened The Golden Lounge at Penang, Melbourne, London, Kuching, Kota Kinabalu, and Kuala Lumpur International Airport.
Employees and staff are the core of any company, and airlines have enlisted employees and provided them with special training before they start working. Malaysia Airlines, in the year 1994, started the Malaysia Airlines Academy to train its employees and develop the abilities of aviation professionals.
Tickets for the airlines are available through its counters in airports, on its official website, and other online websites, and travel agents.
Price in the Marketing Mix Of Malaysia Airlines:
At the end of the fiscal year of 2017, Malaysia Airlines posted its net profit and profit of MYR 18 million and 60 million, respectively. The airline is a target for corporate houses, business people, individuals, and families of the upper and middle classes of society who seek safety and comfort when they journeys. Malaysia Airlines has positioned itself as a reliable carrier serving worldwide destinations by providing excellent and unbeatable services.
Malaysia Airlines has adopted a premium pricing strategy that is based on the kind of services that are offered. It is in a tough battle with various airlines. It has reduced costs to ensure that its passengers don’t bear the burden.
Malaysia Airlines is a premium airline with amenities like lounge facilities, entertainment on the flight, and complimentary meals, drinks, and drinks. Tickets for flights are more than the cost of low-cost carriers. The airline has differentiated itself from its rivals by providing numerous benefits and frills and has managed to keep the price policy.
Promotions in the Malaysia Airlines Marketing Mix:
Malaysia Airlines has come up with a slogan MH has Malaysian Hospitality because they believe in providing its customers with its most total capacity. It is among the most well-known airlines and has solid brand recognition due to its excellent advertising and marketing.
Ad campaigns are advertised in travel and lifestyle magazines, newspapers, billboards, billboards, and other social media platforms such as their official site, Instagram, Facebook page, and Twitter account.
In 1987, a frequent-flyer program called Esteemed Traveller was introduced 1987 by Malaysia Airlines, which was replaced in the following year. The airline introduced Enrich, the present frequent-flyer program that aims to keep customers loyal in 2006. It has ties with various hotels, retailers, credit card issuers, banks, and airlines. Members can earn miles that can be exchanged later.
Malaysia Airlines has received several honors and awards. It was named the World’s 5 Star Airline in 2013 and 2009, as well as Asia’s Top Airline in 2011 and 2010. Between 2001 and 2012, it won the World’s Best Cabin Crew Award eight times.
It is reported that Malaysia Airlines has entered into numerous sponsorship agreements. In 2016, it signed a three-year contract with Liverpool FC, a Premier League football club, and is now an official Global Airline Partner. The airline will show ads for six minutes during Liverpool FC’s home matches at Anfield until the 2018-19 season.
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