Research Paper for Jetblue

2689 words 11 pages
JetBlue Strategic Band Management

1. Company Background

JetBlue is a low cost US airline. The firm was founded by former Southwest Airlines employee, David Neeleman, and incorporated in 1998 in Delaware. The firm was not originally known as JetBlue, the initial name was NewAir. The plans for the new airline were announced by Neeleman in February 1999, and in April an order worth $4 billion was given to Airbus for up to 75 new A320 aircraft, at the same time leases were arranged for 8 aircraft. The firm gained exemptions for 75 take off and landing slots at JFK Airport in September, takes delivery of the first aircraft in December, and officially starts flights on 11 February 2000 (JetBlue, 2012). The first was being between JFK and
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In another advertisement there is a passenger shown talking very fast saying he uses JetBlue because, like him, they do not stop, and goes on to list many of the destinations the airline flies to in rapid succession (JetBlue, 2011). These help to make the airline stand apart from others and make it memorable. Strategically developed brands will stand out, be remembered and be seen as different from the competition (Kotler and Keller, 2008). Smith and Swinyard, (1999) note that brand awareness and recognition is an important element in the way that purchase search and decision is made.

3.2 Alignment

The brand not only needs to stand out and be recognised, it needs to be aligned with the product. The concept of the marketing mix was first postulated by Borden (1964) who postulated that the different elements of the sales, including packaging, promotions, deals and pricing should all be aligned and communicates the same message to create an image that supports the service or product being offered. The concept was developed by McCarthy (1996) into the 4 P's; product, price, placement and presentation where all elements were interlinked to support sales. Furthermore, Kotler and Keller (2008) argue that where a purchase is made on the basis of the advertising and brand image, if the delivery of the service fails to live up to the marketing promises the service or product will not receive subsequent purchases and the brand


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