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Intro To Marketing Essay

1432 words - 6 pages

Jetstar Airlines was established by Australian company named Qantas in 2003 as a low-cost domestic carrier. Jetstar carried its first domestic passengers in 2004, and commenced its international services to New Zealand in 2005. The flight of Jetstar’s airline enter into the Asian region such as Hong Kong, Singapore, Japan and Vietnam. The Jetstar value based carriers providing all day every day low fares across Australia, New Zealand and the Asia Pacific region. This essay will discuss how Jetstar’s position its product in the market.

Market Segmentation
Market segmentation is the process of dividing a market up into different groups of customers, in order to create ...view middle of the document...

The target market for Jetstar airline mainly is segment B. The particular segment was targeted because Jetstar wanted to give a good flight experience to a low cost carrier, making them to be able on travel around some Asia regions, NZ and Australia. In the other hand, this segment was ambitious, wisely on using a product. Comparing to Jetstar’ vision, segment B are in line.

Values Sought by segment “B”
The values sought by individuals in the “Busy Ants” segment are as of the follow:
* Affordable price
* Easy ticketing access
* Promotion
* Safety flight
* Good foods and drinks quality
* Air hostess friendliness
* Knowledge met expectation

Perceptual Map


The perceptual map illustrates Jetstar’s positioning on the dimensions of personality and price against its main competitors AirAsia X and Scoot. Based on the positioning, price differentiation is minimal among the LCCs. Jetstar’s imperative is to be visible to consumers. It has already lost out on first mover advantage in the budget airline market and therefore has to compete on a niche where it can be first. It is a sign that Jetstar can position itself based on price while all LCCs position themselves based on brand image. This would be a substitute feature or dimension to justify for a lower priced airfares even when extra in-flight features and services are taken out to reduce flight costs.
Jetstar is striving for a differentiated niche using brand elements. The brand at heart conveys freshness, youthfulness, dynamicity and uniqueness to connect the people. Jetstar promises to deliver a fun and exciting ride.

Market Positioning
Product positioning refers to consumer’s perception of a product relative to its competitors. It is a complex impression and feelings that consumers use to evaluate the product efficiency and effectiveness. Jetstar has positioned itself as “affordable with quality” expressed by the motto, “All day, every day, low prices.”

Market Mix

* Product: Jetstar’s mission is to provide a service that extends air travel to those who may have never been able to afford to fly by providing the lowest aviation fares daily. Altogether this company holds a fleet of 73 aircrafts, and 59 between Australia and New Zealand, which fall into the three models; Airbus A320-200, Airbus A321 and the Airbus /A330-200. This aviation product provides a service to 14 international countries and conducts approximately 2400 flights a week.

* Price : Jetstar is well known for its low-cost pricing of their airplane tickets. Unfortunately for them however they are situated in a highly competitive market where there are also other companies offering a very similar product. When adding this to the fact that the industry is a low-cost based industry then it becomes apparent that price is absolutely essential. Comparative analysis of other companies prices In particular Virgin Blue and Tiger Airways is...

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