Marketing

College 5Onderscheiden van de concurrentie (vervolg)

Vorige week

• Huiswerk besproken

USP

• Elk bedrijf wil uniek zijn

• Zo kan de verkoop worden vergroot

• Dit noemt men een Unique Selling Point (USP)

• Vaak zijn deze punten op zichzelf niet uniek (de goedkoopste, de beste)

• Een combinatie van deze USP’s maakt een bedrijf (vaak) uniek

USP

Southwest Airlines

• Customer Appreciation Day is every day.

• We’re going places. LOTS of places.

• Low fares don’t mean low service.

• Points that can really take you places.

American Airlines

• Onderdeel van de oneworld alliance

• oneworld member airlines work together to consistently deliver superior, seamless travel

experience, with special privileges and rewards for frequent flyers, including earning and

redeeming miles and points across the entire alliance network. Top tier cardholders

(Emerald and Sapphire) enjoy access to more than 600 airport lounges. The most regular

travelers (Emerald) can also use fast track security lanes at select airports and recieve

extra baggage allowances.

Lufthansa

• Onderdeel van de Star Alliance

• The Star Alliance network is the leading global airline network, with the highest number

of member airlines, daily flights, destinations and countries flown to. It was established

in 1997 as the first truly global airline alliance to offer customers convenient worldwide

reach and a smoother travel experience.

Ryanair

• Ryanair is Europe’s favourite low fares airline, operating more than 1,600 daily flights

(over 500,000 per year) from 69 bases, across 1,600 low fare routes, connecting 186

destinations in 30 countries and operating a fleet of 300 new Boeing 737-800 aircraft.

Ryanair has recently announced firm orders for a further 180 new Boeing aircraft,

which will be delivered between 2014 and 2018. Ryanair currently has a team of more

than 9,500 highly skilled professionals, will carry 84.6 million customers this year and

has an outstanding 30-year safety record.

Opdracht

• Maak groepjes van 4 of 5 personen

• Bedenk een naam voor jullie vliegtuigmaatschappij

• Bedenk drie USP’s

• Bedenk een slogan

Delta

• 1929 Speed, Comfort and Safety

• 1930 Speed, Comfort and Convenience

• 1935 The Trans-Southern Route

• 1940 The Airline of the South

• 1950s Hospitality and Service from the Heart

• 1950s One of America’s Pioneer-Scheduled Airlines

• 1959 The Airline with the Big Jets

• 1966 The Best Thing That Ever Happened to Air Travel

• 1968 Delta Is Ready When You Are

• 1970 That’s The Delta Spirit

Lezen

• Lees pagina’s 57 t/m 62

• Hoofdstuk 3.1 t/m 3.4