Company Background
JetBlue Airways was founded in 1999 by David Neeleman and named NewAir. Neeleman, a former Southwest Airlines employee, launched the business on the same principles as the latter airline by offering affordable prices and high-quality service to travelers. JetBlue is the seventh-largest airline company in the United States, according to the number of passengers.
The airline’s success can be attributed to its prioritization of marketing strategies and customer experience value. However, like other companies, JetBlue experienced a decrease in revenue and passenger numbers due to the COVID-19 pandemic. They were among the first to propose safety measures to ensure the customers’ safety.
Thus, in 2021, they recovered about 70% of the pre-pandemic profit. According to the annual report, the passenger revenue for the 2021 full year was $5.6 billion, compared to $7.8 billion in 2019 (JetBlue Airways Corporation (JBLU), 2022). The company continues to expand its marketing strategies to increase revenue and provide quality service.
Marketing Objectives & Target Market
Airlines target various markets, depending on the routes they offer and the services they provide. The target market of JetBlue Airlines is defined by the company’s policy of offering low-cost tickets and additional services. The primary market demographic is narrowed to families with kids, parents aged 35-65, in the category of leisure travelers. This category often seeks more budget-friendly flights than solo travelers. Families with young children also prefer airlines that offer kid-friendly amenities, such as meals and in-flight entertainment.
The marketing objectives focus on increasing the number of loyal JetBlue service users by advertising travel products during the holiday season and the months leading up to the busy travel season, such as October, November, April, and May. The goal is to secure the most reliable safety measures for the passengers. The company’s other critical objective is to address environmental issues by utilizing more sustainable energy sources, reducing waste rates, and achieving zero carbon emissions by 2040 (JBLU, 2020). Therefore, the airline works on various objectives to fulfill the market needs.
Product & Promotion
The product strategy is based on building one of the leading fleets, which includes aircraft such as the Airbus A320, Airbus A321 long-range, and Airbus A321neo, providing various flight services (JBLU, 2020). The A320 offers additional legroom, in-flight entertainment, and Fly-Fi, making it suitable for longer flights. JetBlue Airways’ primary strategy is to provide extra space for customers, making their experience more comfortable.
The company’s marketing strategies are centered on a customer-centric approach. This concept is realized through various campaigns advertised by the company, such as FlyBabies, which offers bonuses if a baby cries during the flight, making the experience less stressful for parents and other passengers. Other approaches include using marketing channels, such as digital media, social platforms, television ads, and websites like Hulu and YouTube. One of the most successful digital content was a short film, “HumanKinda,” and a series of videos on “Flight Etiquette.” The strategy enabled the company to become more closely aligned with its target market.
Distribution & Price
New York serves as the headquarters of JetBlue’s company offices. The airline operates in more than 100 countries in North, South, and Central America: Aruba, the Bahamas, Barbados, Bermuda, Colombia, Costa Rica, and Haiti. The airline also has codeshare agreements with other airlines, allowing it to offer high-quality services worldwide. The company’s pricing policy is that of a low-cost carrier, allowing customers access to better prices than full-service carriers. JetBlue offers a range of ticket types tailored to customers’ needs, aircraft types, and loyalty programs, including a bonus system for further travel rewards.
Implementation, Control & Conclusion
Maintaining close contact with the target audience by providing additional services and strategies to enhance individual and group experiences yields successful marketing results for JetBlue. The company utilizes media platforms to convey its policy and support customers, thereby retaining their interest. Analyzing the data from customer loyalty program accounts, the airline is able to control the current situation and fulfill the market’s changing needs. Thus, adapting to the changing world’s trends, customers remain the company’s top priority.
References
JetBlue Airways Corporation (2020). Environmental Social Governance Report. Annual Reports. Web.
JetBlue Airways Corporation (2022). 2021 Annual Report. Annual Reports. Web.