AIRLINE MARKETING

BS-AVM 6th
Spring 2025

COMPREHENSIVE MARKETING
PLAN FOR AIRSIAL
Alishba Zafar (225110)
Mahreen Nawaz Khan (225106)
Hajra Afsar (225105)

AIR UNIVERSITY AEROSPACE AND AVIATION CAMPUS KAMRA

 Introduction to the Marketing Plan
 Purpose of the Project: Why this marketing plan was developed.
 To develop a strategic marketing plan to improve AirSial’s visibility and market presence.
 To identify target customer segments and their travel behavior
 To position AirSial as a reliable, customer-centric airline.
 To develop effective branding, pricing, and distribution strategies
 To enhance customer experience and satisfaction.
 To guide the airline’s marketing efforts and business growth.
 To ensure long-term competitiveness and revenue sustainability.
 To establish a clear brand image in the aviation industry.

Scope & Approach: What areas are covered and how (tools, data sources, methods).
The plan focuses on branding, pricing, and distribution strategies using both primary data (survey) and secondary data
from websites like Statista, airlines websites , IATA,. Market research, competitor analysis, and digital tools were used to
develop practical strategies.

AIR UNIVERSITY AEROSPACE AND AVIATION CAMPUS KAMRA

 Market Research and Analysis – Part 1
Global Industry Overview & Target Market
 Industry Trends: Post-COVID recovery, low-cost carrier growth, green aviation.

•International travel is rebounding after COVID-19

•Low-cost carriers are growing fast
•Online booking and mobile apps are now standard
•Airlines are focusing on eco-friendly flying

 Target Market: Customer segmentation (e.g., leisure vs. business travelers), demographic and
psychographic profiles

Target Market Segment Demographics Psychographics

Value punctuality & loyalty
Business Travelers Corporate clients Age 25–50, working execs
programs
Seek affordability & simple
Budget Travelers Students, low-income Age 18–50, cost-conscious
booking
Affluent Flyers High-income travelers Age 30–60, professionals Desire luxury & premium service
Prefer comfort, safety & family
Family Travelers Families, groups Age 25–50, parents w/ kids
offers

AIR UNIVERSITY AEROSPACE AND AVIATION CAMPUS KAMRA

 Market Research and Analysis – Part 2
Competitor Analysis & Market Opportunities
 Competitor Benchmarking: Compare features, pricing, and services of 2-3 airlines.
Feature/Service AirSial PIA Airblue SereneAir

Ticket Pricing Affordable Often higher Budget-friendly Mid-range, good value

Economy, Executive
Cabin Classes Economy only Economy, Business Economy, Business
Economy (premium)

32–33" pitch, spacious,

Seat Comfort 30–31" pitch, modern seats 30–32" pitch, aging seats 31–32" pitch, modern layout
leather seats

Limited (not common on None, but strong onboard

In-flight Entertainment None None
domestic) ambience

Wi-Fi Availability Not available Not available Not available Not available

Basic meal service, varies in Complimentary snacks &

Meal Quality Snacks/tea for short haul Paid meals/snacks
quality beverages

Serene Club (basic loyalty

Frequent Flyer Program In planning Awards Plus BlueMiles
program)

Mixed ,some flights Marked improvement, now

On-Time Performance frequent delays Generally punctual
punctual, others delayed punctual

criticism over unprofessional Mixed reviews with service Positive image, valued for
Customer Ratings most preferred for comfort
staff and baggage handling concerns efficiency

AIR UNIVERSITY AEROSPACE AND AVIATION CAMPUS KAMRA

 Market Research and Analysis – Part 2
Competitor Analysis & Market Opportunities
 Opportunities: Gaps in service, technology use, or customer experience for differentiation
Category Identified Gap Opportunity for Differentiation

Currently offers only basic snacks; no meal Introduce pre-booked meal options, including
In-flight Services
variety or pre-selection dietary specific meals

Develop a user-friendly, AI-powered app

Lacks a robust digital ecosystem (basic app,
Technology Use offering real-time flight updates, bookings, and
limited AI usage)
chatbot support

Introduce personalized entertainment on

No inflight entertainment; uniform experience
Customer Experience personal devices and digital welcome packs for
across all flights
loyalty members.

Limited to manual check-in and basic online Expand biometric & self-check-in kiosks at
Check-in Process
options major airports

No visible green initiatives; rising passenger Offer carbon offset Program, eco-friendly meal
Sustainability
awareness on environmental issues packaging, and promote “Green Flights”

Introduce complimentary Wi-Fi for basic usage,

Wi-Fi & Connectivity No internet access on board
with paid options for streaming

Redesign economy cabin with ergonomic seats,

Cabin Experience Legroom and comfort need improvement
adjustable headrests, and more legroom,

AIR UNIVERSITY AEROSPACE AND AVIATION CAMPUS KAMRA

 Branding Strategy
Airline Brand Positioning
 Positioning Statement: What makes this airline unique?

AirSial is Pakistan’s pride — a reliable, affordable, and customer-focused airline offering premium service
with a local touch.”
 Brand Personality & Values: Trust, safety, innovation, eco-consciousness.
Trust: Reliable service

Safety: Top standards

Innovation: Modern technology

Eco-Consciousness: Sustainable practices

Core Messaging: Sample tagline and supporting messages

Tagline:Fly the Pride of Pakistan

Supporting Message:Reliable, affordable, and customer-focused

delivering comfort and warm Pakistani hospitality on every flight.

AIR UNIVERSITY AEROSPACE AND AVIATION CAMPUS KAMRA

 Pricing Strategy
Pricing Models & Loyalty Programs
 Pricing Approaches: Dynamic, tiered, value-based with justifications.
Pricing Approach Description Justification
Adjusts ticket prices in real-time based on Maximizes revenue by responding to market
Dynamic Pricing
demand, season, and booking timing fluctuations and passenger trends
Offers different fare levels within Economy Provides choices for various customer
Tiered Pricing
and higher classes budgets and service needs
Sets prices based on perceived value, Aligns with different customer expectations
Value-Based Pricing
comfort, flexibility, and add-ons low-cost vs. premium preference
 Class-wise Pricing: Sample structure (Economy, Business, First).
Class Fare Range (USD) Key Features & Inclusions
Basic seat, hand carry allowance, in-flight meal, limited
Economy $100–200
ticket flexibility
Extra legroom, lounge access, premium meals, priority
Business $250–400
check-in and boarding
Lie-flat seats, fine dining, dedicated cabin crew, private cabin
First Class $500+
experience
 Loyalty & Discounts: Description of frequent flyer program, promotions

Program Key Benefits Discounts & Promotions

Earn points, upgrades, tier perks, Early bird, student & military
AirSial Rewards
lounge access discounts, app deals, partner offers

AIR UNIVERSITY AEROSPACE AND AVIATION CAMPUS KAMRA

 Distribution Strategy
Channels, Digital Access, & Partnership

 Direct vs. Indirect Channels: Airline website, mobile app, OTAs.

 Direct Channels: AirSial uses its website and mobile app for direct ticket sales and customer support.
 Indirect Channels:I t partners with OTAs, tour operators, and travel agents to expand reach and offer travel
packages.
•Tech Utilization: Booking APIs, chatbots, and mobile-first design.

•Use AI to deliver personalized booking experiences and dynamic pricing

•Support seamless mobile app features like real-time flight updates and seat choice
•Integrate with major global distribution systems for wider reach
•Provide chatbot assistance and exclusive app-based promotions
Strategic Alliances: Partnerships with travel platforms or code-sharing with other airlines.
•Code-share with regional and international airlines
•Partner with travel platforms for joint promotions
•Boost global reach via major travel portals

AIR UNIVERSITY AEROSPACE AND AVIATION CAMPUS KAMRA

 Integrated Marketing Strategy
Communication Alignment & Media Mix

 Integrated Message: Consistency across advertising, social media, promotions.

 Integrated Message:
 AirSial promotes “Fly the Pride of Pakistan” across all platforms to ensure brand consistency and national
identity.
 Media Plan Overview: Digital ads, influencer outreach, PR, email marketing.
 AirSial uses digital ads (Facebook, Google), influencer marketing (travel bloggers), public relations (news,
events), and email newsletters for promotion

Synergy Among 4Ps: How branding, pricing, and distribution strategies reinforce each other.

Branding: Reflects pride, comfort, and reliability.

Pricing: Fair and tiered to match quality.

Distribution: Easy booking via website, app, and agents.

All work together to deliver a trusted and smooth customer journey.

AIR UNIVERSITY AEROSPACE AND AVIATION CAMPUS KAMRA
 Implementation Timeline
Execution Plan & Risk Mitigation

 Project Timeline: Milestones for launch, promotion, evaluation.

 Risk Factors & Solutions: Operational delays, budget overruns, tech failure plans
Risk Factor Strategy / Solution
Operational Delays Real-time updates, quick response
Budget Overruns Flexible pricing, cost control
Technology Failures Cloud systems, 24/7 support
Rising Competition Focus on quality service, implement loyalty programs
Economic Instability Flexible pricing, strict cost control

AIR UNIVERSITY AEROSPACE AND AVIATION CAMPUS KAMRA

 Conclusion
Summary & Strategic Recommendations

Summary: Recap of the core strategies proposed.

🔹 Competitor Benchmarking

Compared key features of PIA, AirBlue, and Serene. AirSial stands out by improving entertainment, loyalty,
and on-time service.

🔹 Opportunities for Differentiation

Identified gaps in tech, sustainability, and personalization. Recommended AI entertainment, biometric

check-in, and eco-friendly practices.

🔹 Positioning Statement

Identified customer demand for quality and affordability. Developed “Fly the Pride of Pakistan” a premium
yet affordable experience focused on comfort, trust, and national pride.

AIR UNIVERSITY AEROSPACE AND AVIATION CAMPUS KAMRA

 Conclusion
Summary & Strategic Recommendations

Summary: Recap of the core strategies proposed.

🔹 Pricing Strategies
•Implemented dynamic pricing for flexibility, tiered pricing for market reach, and value-based pricing for
service quality.

🔹 Class-wise Pricing Structure

•Defined Economy, Business, and First Class fares to match customer needs and maintain competitive
pricing.

🔹 Loyalty & Discounts

•Highlighted the SialMiles program with upgrades and rewards.

•Outlined promotional strategies including student discounts, early bird offers, and bonus points .

AIR UNIVERSITY AEROSPACE AND AVIATION CAMPUS KAMRA

 Q&A and Thank You

 Invite questions from audience.

 Thank you for your time and attention.
 We now welcome any questions or feedback from the audience.

 Acknowledge project contributors, mentors, and resources used

 Special thanks to our mentors, team members, and all the resources that supported and guided this
project.

AIR UNIVERSITY AEROSPACE AND AVIATION CAMPUS KAMRA