Portuguese Airline Brand and their Marketing Strategy and, how their Image is Important for the Customers

By

ACKNOWLEDGEMENT

I would like to thank my supervisor for supporting me throughout my project and giving his valuable suggestions. Finally thanks to all my friends and family for their utmost support and inspiration.

DECLARATION

I, (Your name), would like to declare that all contents included in this dissertation stand for my individual work without any aid, & this dissertation has not been submitted for any examination at academic as well as professional level previously. It also represents my own views & not essentially the ones associated with university.

Signed __________________ Date _________________

ABSTRACT

This study will measure the customer relationships and change in attitude of the customer as directed by the marketing strategy of TAP Portugal. Additional elements such as the service quality, safety and other components of general management capability were studied. The marketing literature on "Inter functional Interaction" also has focused largely on methods for improving rational joint decision-making between marketing and other functional areas. Analytical tools and joint decision-making processes may help marketing general managers formulate more effective marketing strategy that might achieve a better balance among the different objectives and concerns of the various functional areas. Again, this analysis largely ignores the significant issues of the intended relationship between competitive marketing works and strategic depended on the managers of the firm. However, despite the limited empirical support provided by these previous works to the exact thrust of this study they did provide direction for strategic marketing research and establish a platform for this study.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background1

Theoretical framework2

Problem Statement3

Aim and Objectives of the study4

Research questions4

Organization of the Study4

CHAPTER 2: LITERATURE REVIEW6

What influences brand value?6

Measuring the value of a brand7

History of Tap Portugal7

Airline as service10

Service equality11

Passenger satisfaction12

General Environmental Trends12

Brand analysis approach14

Capability and performance15

Perspective on Corporate Marketing and Management Strategy15

CHAPTER 3: METHODOLOGY17

Theoretical framework17

Participant Selection17

Data collection18

Data Analysis18

Ethical concern18

Validity19

Research bias19

Informed Consent20

Confidentiality20

CHAPTER 4: DISCUSSION21

Sample characterization21

Notoriety23

Consumer behaviour in TAP Portugal32

TAP Portugal roles in customer satisfaction34

Marketing according to participants35

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS37

Specific Airline Considerations38

Airline branding38

Improving the service quality39

Passenger Segmentation42

Conclusion43

REFERENCES45

APPENDICES50

Survey Questionnaire50

CHAPTER 1: INTRODUCTION

Background

When a brand is frequently used by a consumer and has that consumer's trust, the consumer is more likely to respond favourably to its advertising. These same consumers will be the audience that notices the ads more frequently than those consumers who either do not use the brand or have a less than favourable opinion of it (Dahlen & Lange 2005, p.473-488). Brands that receive favourable responses are considered strong brands and those with less favourable responses are weak brands.

According to Keller's 1998 study, both strong and weak brands achieve "high market penetration and familiarity," but have different degrees of favourability and position within the market (as cited by Dahlen & Lange 2005 p.473-488). A brand's advertising can be effective without direct recall by the consumer. While the consumer may not be aware of where they were exposed to the brand's message, they may still have a positively altered perception of the brand through the stimulus of advertising (Dahlen ...