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  • Essay / Jet Blue Marketing Mix - 714

    When a company aims to be as successful as possible in selling its products and services, it must consider in detail whether or not the products will be attractive and necessary; if the price is optimal; whether the product is distributed in the best locations; and finally, how to generate interest and awareness for the products. For a business to target all of these elements to the right people at the right time, it must use the right type of marketing mix: product, price, place and promotion. In a period of dysfunction for the airline industry, most airlines, especially major carriers, are adapting the concept of “doing less with more.” A low-cost carrier, JetBlue, is changing the national aviation landscape in this regard and defying all odds. Here is a company that has carefully considered each element of the marketing mix, tailored them to the needs of its clients, and is succeeding with this approach. When it comes to product, JetBlue has the market cornered with its productivity, in-flight features, and customers. service. Because the company only purchases new aircraft of one type, maintenance downtime is reduced and it is able to keep its aircraft flying. In fact, JetBlue maintains the highest in-flight average in the industry. Additionally, JetBlue uses “operational recovery tool” technology that allows planners to minimize flight cancellations and delays. On board, JetBlue prides itself on treating all customers equally and providing more comfort than other airlines. Features that attract customers include assigned seats (unlike competitor Southwest Airlines), leather seats, more legroom and superior on-board service. Additionally, JetBlue is one of the few airlines to offer every passenger free entertainment with Direct TV and XM Satellite Radio. Finally, when it comes to customer service, JetBlue actively focuses on attracting and motivating a talented workforce. The company gives every employee a sense of belonging to the operations. This value and respect given to each employee results in a motivated and productive workforce that focuses on customer satisfaction and exceeds consumer expectations. Although JetBlue focuses on service value through highly productive staff and aircraft, potential consumers are still interested in value when flying; the Price aspect of the marketing mix. Customers are interested in quality service at a reasonable price.