And now, much of Lufthansa’s marketing efforts are in fact geared towards a newer TG – young executives, students and non-metro leisure travellers. Says Lufthansa’s Sangeeta, “Our TG is also evolving. So the aim of this exercise is to help build connections with future customers. We’ve developed a special microsite where we’re helping students wanting to go out to study.” She’s referring to the recently launched student’s microsite, www.lufthansa.com/students, which has been created keeping aspects of student needs in view and is constantly updated with offers from partners like Apple, Nikon etc. It also has a dynamic students’ blog that offers helpful tips to them on topics such as overseas education, life at campus and travelling smart.
On an additional note, Lufthansa is rapidly expanding its frequent flyer alliances in India. Under its Miles & More frequent flyer programme, Lufthansa has already forged partnerships with Air India, Jet Airways, India Times Shopping, Kempinski Hotels (Leela), Matrix Cellular and The Taj Group of Hotels. All these services are for the benefit of Indian passengers travelling abroad and travellers visiting India.
To gel well with its various target segments, Lufthansa has created three distinct positioning lines – Precious Moments, Pioneering Spirits and Longer Fairytale – even though their tagline, ‘There’s no better way to fly’, remains the same. Says MRM’s Kapoor, “While a line like Precious Moments is sort of a universal casting, Pioneering Spirits is more rational as it talks about the pioneering nature of the airline – to lead from the front.”
At the same time, association with bowling tournaments, branding at cinema halls, tactical campaigns on radio (Lufthansa was the first airline to use this medium) and extensive online branding with the use of Lufthansa Nat Geo Genius Seasons I and II (an online game) has rounded the airline’s radical communication strategy... And no, it still doesn’t plan to have a TV commercial!
On an additional note, Lufthansa is rapidly expanding its frequent flyer alliances in India. Under its Miles & More frequent flyer programme, Lufthansa has already forged partnerships with Air India, Jet Airways, India Times Shopping, Kempinski Hotels (Leela), Matrix Cellular and The Taj Group of Hotels. All these services are for the benefit of Indian passengers travelling abroad and travellers visiting India.
To gel well with its various target segments, Lufthansa has created three distinct positioning lines – Precious Moments, Pioneering Spirits and Longer Fairytale – even though their tagline, ‘There’s no better way to fly’, remains the same. Says MRM’s Kapoor, “While a line like Precious Moments is sort of a universal casting, Pioneering Spirits is more rational as it talks about the pioneering nature of the airline – to lead from the front.”
At the same time, association with bowling tournaments, branding at cinema halls, tactical campaigns on radio (Lufthansa was the first airline to use this medium) and extensive online branding with the use of Lufthansa Nat Geo Genius Seasons I and II (an online game) has rounded the airline’s radical communication strategy... And no, it still doesn’t plan to have a TV commercial!
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2011.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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