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MARKETING MANAGEMENT - Product Mix Decisions

Product Lines And Brands - Product Mix Decisions

   Posted On :  18.06.2018 09:14 pm

Most service organization offers a line products rather than just a single product.

Product Lines And Brands

Most service organization offers a line products rather than just a single product. Some of these products are distinctly different from one another. Again in response to changing market opportunities, companies may revise the mix of products that they offer. Following example illustrate this concept.
 
British airways (BA), which explicitly reorganizes eight different air travel products – or brand – under the British airways umbrella. (The company also has equity shares in several other airlines). There are four intercontinental service brands – Concorde (supersonic deluxe service), first class (deluxe subsonic service), club world (business class) and world (business class), and world traveler (economy class) ; two intra –European brands-club world (business class) and euro – traveler (economy class) : and within the united kingdom, the super shuttle brand, offering a graduated economy seat and high – frequency service. In additional, six commuter airlines, flying in British airways colors, operate service in partnership with BA under the British airways express brand. As described by Douglas each British airways brand has a key brand proposition and a set of clearly stated product specifications for preflight, in-flight and on-arrival service element. To provide additional focus on product, pricing and marketing communications, responsibility for managing and developing each brand is assigned to a brand management team. Through internal training and external communication, staff and passengers alike are kept informed of the characteristic of each brand. 
Tags : MARKETING MANAGEMENT - Product Mix Decisions
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