Running Header: SUSTAINABLE MARKETING

Sustainable Marketing

[Name of the Institute]

Contents

Introduction3

Target Market3

Goals for the Campaign4

The 3 B's (Brand, Buzz and Behavior)4

The 3 Ps (People, Planet and Profits)4

Discussion5

Marketing Mix5

Product5

Price and Place7

Promotion9

Brand Repositioning10

Marketing Budget & Implementation Plan11

Conclusion14

Sustainable Marketing

Introduction

Oman Air is the national airline of Oman, and has an extensive operational portfolio of national and international routes. Its main operational base is located in Muscat International Airport. Founded in the year 1982, the company has been able to achieve an exponential amount of success both in the national and global arena. In the regional market the company has focused its attention on making strategic partnerships and alliances, and has been able to make a strong brand image. The primary operations of the company included predominantly civil aircraft handling provider. However as the economic growth in the region grew during the 1970's the role of the airline industry become highly active. Realizing the potential growth in the airline industry, the company attempted to establish itself as one of the premier airline companies in the region (Leary, pp. 110).

Target Market

The target market Oman Airlines primarily consists of the high end customers that most commonly travel by the business and luxury class. The company has marketed itself to develop a quality conscious image for the global customers, so that they expect a comfortable and reliable flying experience. As the company already has a considerable competition in the region, it has to rely on providing high standards for its quality conscious customers. In maintaining the strategy of targeting the high end customers, Oman Air has made considerable investments to improve the overall quality of services (Morrison et Al, pp. 88). The company has assumed the responsibility of bolstering each aspect of the flying experience, form the booking of the tickets to the final baggage claim.

Goals for the Campaign

The 3 B's (Brand, Buzz and Behavior)

The primary goal of the marketing campaign would be to enhance the target market of the company. Currently Oman Airline has primarily established itself as a high quality airline company, with innovative and highly personalized services. The new strategy by the company would maintain this quality oriented brand image. The Buzz will be created by the launch of a new low cost, high quality service product. The marketing behavior will consist of several innovative initiatives, which will enhance the customer interaction with the new product. The product will be marketed as a trendy and revolutionary travelling package, which will enable the middle class sector to travel in the distinct Oman Air style (OTT, pp. 361).

The 3 Ps (People, Planet and Profits)

Oman Air has realized that it must implement green technologies to maintain a sustainable business model. The profits for the company can only be guaranteed if it involves itself in responsible and environmentally conscious initiatives. The strong commitment of the company towards its initiative will help it reduce the carbon footprint and incorporate the latest technological breakthroughs. This strategy to show a greater care for the people and the environment will enable the company to ...