Aviation Enterprise Operations

1
Aviation Enterprise Operations

• Sales and Marketing
• Sven Kukemelk
• Tartu, 09. November, 2012

2
Sales

• Sales can be divided into 2 parts Agressive and
  Passive
• Basics of Sales
• Product
• Price
• Availability
• There are 5 types of markets in sales home
  market, extended home market, priority market,
  GSA market and nice to have (low priority)

3
Appearance is not everything but...

• Depending on what you sell you must have similar
  apperance. Aviaton is glamorous business which
  expects
• Suit (preferable Armani)
• Watch (preferably Rolex)
• Deodarant (preferably Hugo Boss)

4
When you are expensive

• Im sure you also dont offer the cheapest
  product. Same goes for us. We offer good product
  with good quality. Try to put buyer into your
  situation
• Emphasise on your differences from the cheapest
  players, even if they have better service
  standard and shorter connections times.
  Difference might help you long way.
• Just say out quite honestly that this time I
  reccomend you should take their product. Honesty
  goes a long way in building long standing
  relationships.

5
International Sales Meetings

• Dont NEVER sit down before your potetial
  customer does
• Start conversation with a small talk. Get to know
  what are his dreams, objectives and ideas. Pick
  neutral topics
• If you are selling then it is your job to get him
  speaking. Once he speaks he will open up a way
  for you (conditions)
• Give a gift in the end of the meeting (something
  to remember you)
• Perfect constructive meeting should not last more
  than 1 hour. If it takes longer refresh with a
  joke or again some small talk
• Make sure you know cultural constraints (handing
  business cards)

6
Marketing

• In aviation marketing company has in-house cpoy
  and design capabilities and distribution is
  outsoruced to agencies
• Outdoor media activities are usually included
  only in home markets and extended home markets
• Marketing also covers issues like Sponsorships,
  parter deals, brand awareness, loyalty programs
  and product enhancement

7
Marketing

• Usually TV is most expensive, then outdoor,
  newspapers and cheapest tends to be the radio
• It all depends also on the quality of the media
  company which is used
• In aviation your brand is your strongest
  associate link which means it has to be displayed
  in all cases possible

8
Marketing

• Marketing Drivers are
• Product
• Price
• Competition
• Your product has to be competitive (seats, seat
  pitch and brand)
• Your price has to be competitive
• You have to have a option to survive under
  competition

9
Marketing

• Commercials in 1980s were extremely based on
  brand and noble feelings like here
• http//www.youtube.com/watch?vYxbgm9Bmkzw
• http//www.youtube.com/watch?vp_i3iX6ozvI
• http//www.youtube.com/watch?vu8HNxIukhVkfeature
  related
• http//www.youtube.com/watch?NR1vt5neyYm0pnMfe
  atureendscreen
• http//www.youtube.com/watch?vAeXrMRf25U8
• http//www.youtube.com/watch?vqFpTTQlp9jA

10
Marketing

• Commercials in 1990s were extremely based on
  product
• http//www.youtube.com/watch?vyvRODn9r8IMplaynex
  t1listPL5E9E696F6109F0C7featureresults_video
• http//www.youtube.com/watch?v0VPyxKSbNIMfeature
  related
• http//www.youtube.com/watch?vpsODRFqjKvcfeature
  related
• http//www.youtube.com/watch?v1MkuxZx__8Ufeature
  relmfu

11
Marketing

• Commercials in mid 2000s were based on brand and
  promise of change like here with some pricing
  elements in it
• http//www.youtube.com/watch?vu8HNxIukhVkfeature
  related
• http//www.youtube.com/watch?vLgQFai5kOXgfeature
  relmfu
• http//www.youtube.com/watch?vfXWzL0RqD4s
• http//www.youtube.com/watch?viRdmLs0B1js
• http//www.youtube.com/watch?vgaihNZ0RpSs
• http//www.youtube.com/watch?vxG-NGPbtOOk

12
Marketing

• Commercials now are based on developments in the
  company
• http//www.youtube.com/watch?vCkdEkpp2OTQfeature
  related
• http//www.youtube.com/watch?v-XuQ1UGFp1w
• http//www.youtube.com/watch?v1rxR03gc8ZIfeature
  related
• http//www.youtube.com/watch?vGvkNasg_ETQ
• http//www.youtube.com/watch?vtp6IWAEdaRc
• http//www.youtube.com/watch?vmeWnr8rA5Uw
• http//www.youtube.com/watch?v6Jcs0knYuOI
• http//www.youtube.com/watch?vo_x9kI_FRPo