Essay on Integrated Marketing part 2
Essay on Integrated Marketing part 1
In such a situation, the company needs to enhance the brand revival strategy through back-up strategies contributing to the revival of the brand (Calder, 2002). In this respect, it is worth mentioning the fact that the recovery of the brand strategy of the United Airlines should involve the enhancement of environmental policies of the company (Lawrence, 2010). In actuality, customers grow more and more concerned with environmental issues, while the aviation industry is traditionally perceived as one of the major source of the air pollution and greenhouse gas emissions. In such a situation, the development of the new environmental policy of the company will contributed to the consistent enhancement of the brand of the United Airlines.
In actuality, the company has already made several attempts to decrease the fuel consumption and decrease its negative environmental impact but these attempts have been just experiments (Royse, 2006). Therefore, today, the company should make the fuel-efficiency of its aircrafts the major priority in a long-run perspective. Customers should become aware of the environmental concerns of the United Airlines that will create a positive brand image of the company among its target customer group (Gwynn, 2004). However, this strategy is difficult to implement because the introduction of environment friendly policies is costly. In addition, the United Airlines depends on its suppliers of aircrafts. Therefore, the company cannot construct aircrafts to make them more environment friendly. The only option the company has in this regard is the choice of the supplier. Hence, the company should consider the possibility of choosing the supplier that offers the most fuel-efficient aircrafts to renew its fleet.
Another important factor that may contribute to the enhancement of the brand image is the enhancement of the flight safety. Customers should be absolutely certain in their safety before and during the flight (Benfari, 2009). Since 9/11 customers of the United Airlines cannot be absolutely certain in their safety, while the United Airlines is perceived as the company that was the subject to terror attacks. The change of the customer perception of the company’s safety is crucial for regaining the popularity of the brand of the United Airlines (Newel, 2011). In this respect, the company can focus on the introduction of technological innovations that may detect the presence of explosives or weapon on the aircraft that will secure passengers of the company’s aircrafts.
In addition, the company may enhance the physical protection of passengers and improve the safety of aircrafts through the increase of their resistance to the impact of explosive or gun shots. For example, the company can introduce the new coverage of fuselage of aircrafts that will be bullet-proof. In fact, the point is to persuade customers that the company has really made its aircrafts safer and more resistant to either internal or external influences triggered by potential terrorists.
However, the most efficient way for the enhancement of the security of the flights conducted by the company is the employment of the professional security agents, who can monitor passengers of each flight and help to detain those passengers, whose behaviour is suspicious. The enhancement of the security of United Airlines flights is still the major condition of the successful recovery of the brand.
Finally, the company should increase substantially investments into advertising and, more important, the company should conduct the large scale promotional campaign to attract customers and to shame the new brand image to revive the popularity of its brand among customers. In fact, without promotion, the aforementioned strategies will not work effectively.
The promotional campaign should focus on the target customer group of the United Airlines and the company should use the promotional campaign to change the public image of its brand and persuade customers that the company is reliable. In addition, the United Airlines should revive its brand image as the image of the leader of the airline industry of the US. Historically the United Airlines held a strong, leading position in the US airline industry (Pine & Gilmore, 2009). In such a situation, the company should remind its customers of its leadership and take the leading position in the US market. At the same time, the company can consider the possibility of the further international market expansion that will also need the enhancement of the brand image of the company and the development of the new brand in new markets.
Thus, the United Airlines has a considerable potential to maintain its leading position in the US market and to enhance consistently its position in international markets. However, at the moment, the company has to regain the popularity of its brand that will facilitate the further business development of the company and attract more customers to services offered by the company. Today, the brand can play the determinant part in the competitive struggle between rivals (Schmitt, 2011). The United Airlines should focus on the enhancement of security of its flights after 9/11. In addition, the company should consider the possibility of the introduction of fuel efficient and environment friendly policies and technologies to attract customers, who are concerned with environmental issues. However, the major condition of the enhancement and revival of the brand of the United Airlines is the enhancement of the quality management that should include the introduction of the total quality management that will lead to the formation of a positive brand image of the company in a long-run perspective.
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