Turkish Airlines Marketing Strategy & Marketing

Mix (4Ps)

Marketing Strategy of Turkish Airlines analyses the brand with the marketing mix
framework which covers the 4Ps (Product, Price, Place, Promotion). There are several
marketing strategies like product innovation, pricing approach, promotion planning etc.
These business strategies, based on Turkish Airlines marketing mix, help the brand
succeed.

Turkish Airlines marketing strategy helps the brand/company to position itself

competitively in the market and achieve its business goals & objectives.

Let us start the Turkish Airlines Marketing Strategy & Mix to understand its product,
pricing, advertising & distribution strategies:
Turkish Airlines Product Strategy:
The product strategy and mix in Turkish Airlines marketing strategy can be explained as
follows:

Turkish Airlines is the flagship airline of Turkey, having its presence at several
international destinations. Turkish Airlines promise to offer best of services insight the
flight. In recent advertisement, it used the tagline: ‘With THY it’s easy to feel like a star’,
thus focusing in the comfort offered. The several service offerings in its marketing mix
are as follows. Turkish Cargo are available to transport goods across the globe. A highly
efficient tracking system, and the wide range of countries that are covered, makes it a
very profitable service for the company.

Turkish Airlines (Domestic): Inside the country, airline operates and connects many
major cities. The environment inside the local airlines, is maintained culturally sound.
The flight attendants are also specifically trained. Various segments are available like:
First class, Business class ad economy.
Turkish Airlines (International): Major travelers through international airlines are
business travelers and hence, the first class and Business class is very efficiently
managed by THY. THY offers a remarkable hospitality to its customers, for the long
journeys.

Turkish Airlines flight academy: Apart from flight services it also offers training to cadets.
The Turkish aircrafts are used for providing trainings, which are given in the
headquarter Istanbul.

Image: Wikimedia

Turkish Airlines Price/Pricing Strategy:

Below is the pricing strategy in Turkish Airlines marketing strategy:

Turkish Airlines is famous for managing an efficient cost structure.

The operational costs are kept minimal to offer best prices for the travelers. Turkish
Airlines mainly follows competitive pricing strategy in its marketing mix. Specially with
competition emerging in this sector, and upsurge of middle class, price plays the major
role, while selecting air tickets. The cost efficiency is managed through better
operational aspects, with per seat cost amongst one of the lowest, operating in the
same region. Operational efficiency also helps the Brand to maximize profits and thus
manage their customers in better manner.

Turkish Airlines Marketing Strategy comprises of not only its Marketing Mix, but also
segmentation, targeting, positioning, competition and analysis like SWOT. Also
read Turkish Airlines SWOT Analysis, STP & Competitors

Turkish Airlines Place & Distribution Strategy:

Following is the distribution strategy in the Turkish Airlines marketing mix:

Turkish Airlines has expanded rapidly over the last few years. Earlier the major source
of revenue, now these offices are used more for critical time flight management
activities rather than selling of tickets, which is mostly done through online mediums.
Travel agents also help pushing the sales for Airlines, according to the needs and
demands of customers. [Link] provides service to book the tickets on their
own websites, for which customer loyalty discounts are also available. Other than that,
other third party websites also offer ticket booking services. One major competitive
advantage of Turkish Airlines, is the hub location at Istanbul in Europe which attracts a
huge chunk of air traffic and hence, gives a lot of customer base. Turkish Airlines offers
services in more than 120 nations out of total 195 nations round the world. This number
is highest for any Airlines company.

It offers a total of 300+ destinations to choose from.

Turkish Airlines Promotion & Advertising Strategy:

The promotional and advertising strategy in the Turkish Airlines marketing strategy is as
follows:

Turkish Airlines has engaged with its customers through aggressive advertising using
TV, online ads, print media etc. Television advertisements and even social media ads
give huge visibility to the Turkish Airlines. Football icon Lionel Messi, also had been the
brand ambassadors for the ads. Companies products are advertised differently,
concerned with the markets they are operated in. The local market ads are focused
more on cultural values, while global advertisements use the power of stardom, of
famous celebrities. Turkish Airlines, actively manages its online presence, through
positive internet footprint on Social media and YouTube. It sponsors many events that
help it develop a brand for the THY name. It sponsored kits for football clubs in UEFA
champions league. It also has become the sponsor for UEFA championship
tournament. Involving in such activities gives a major visibility to the airline. Turkish
Airlines has been developing its image, through various partnerships. The recent one
being partnering with Warner Bros. to the making of Batman v/s Superman. This helps
the brand to synergize on the terms of personality with similar customers. Many football
clubs, made Turkish Airlines as their official carrier, one major reason was the cost
savings it offers along with comfort and status.

Since this is a service marketing brand, here are the other three Ps to make it the 7Ps
marketing mix of Turkish Airlines.

Physical Evidence:
Turkish Airlines aircrafts are the great physical evidence of the brand. The best physical
evidence is of course number of tickets sold, all the year round. Though various
macroeconomic factors like globalization and recession might positively or negatively
affect the tourism sector, still tickets prove a somewhat accurate insight into the
company’s health. The discounts offered to loyal customers, give an insight into how
much the customers are willing to again travel through same airlines. Thus, it gives
insight about the quality of services as well. The share captured by Turkish Airlines, as
compared to many competitors is competitively higher. Main reason being of its ability to
generate more profits and also covering many major cities around the world. THY’s
presence is already strong in European regions, though Asia pacific region is not that
well managed by the company. Hence. Even the new markets penetration gives an
understanding about the growth and future prospects of the company.

People:
Turkish Airlines is driven by its people and each has a specific role to play.

Flight attendants: These are people trained specifically for both domestic and overseas
flights. For domestic destinations, the flight attendants are required to be culturally
sound about the ethics of their native place. A huge emphasis is laid on serving the
travelers with respect and hospitality. The flight attendants are also highly trained for the
safety measures to follow at times of critical situations.

Pilots: Pilots are trained in their own academy as well as hired from outside. These are
efficiently trained for safe services and maintain peace and order inside the flights, if
need be.

Overseas personnel: For managing overseas operations, THY has a huge pool of
overseas employees. Specially they help in minimizing the language and cultural
barriers through diversified pool.

Domestic personnel: The employees other than the flight attendants that include
managers, finance departments, marketing managers, sales personnel etc. They work
from the hub of the company.

Process:
Due to maximum number of destinations covered, one major focus of THY is to
standardize its service. This gives a better comfort to the customers, as travelers get
accustomed to the environment that THY offers. Inside the flight, huge importance is
given in providing a warm and welcoming environment to its customers, specially as
they consist of a diversified set of groups. Even the food and drinks served are carefully
selected, according to the customer base. Entertainment facilities are provided to give a
delighted feeling to customers. Many tech supports are involved for providing hi-tech
entertainment facilities to the longer journeying clients. After services include luggage
facilities, any case of insurances, offering tourism support to the travelers, various
holiday packages etc. Hence this completes the marketing mix of Turkish Airlines.

About Turkish Airlines:

Turkish Airlines is a government owned, Airlines service, based out of Turkey. The
Turkish name for the brand is ‘Turk Hava Yollari’, which give it its pet name as THY.
The major area of operations for this airlines brand are Africa, Asia, Europe and US.
Although major chunk of revenue comes from Europe operations. Turkish Airlines
boasts itself as airlines that covers one of the highest number of destinations. Turkish
Airlines operates in 120+ nations round the world, with 200+ destinations. Even the
strategic location of its headquarter at Istanbul, is one major region of its success, as
the area is surrounded by 40% of total international traffics, which makes it easy for
THY to attract customers. Major competitors are Emirates, British airways and Qatar
Airways.

The growth in the industry has given rise to competition, and growing technology has
helped in reducing costs for the industry as a whole. Slogan for THY is ‘Widen your
world’.

This article has been researched & authored by the Content & Research Team. It has
been reviewed & published by the MBA Skool Team. The content on MBA Skool has
been created for educational & academic purpose only.
Browse marketing strategy and 4Ps analysis of more brands similar to Turkish Airlines.
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Source:
Published by MBA Skool Team, Last Updated: November 16, 2017

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