Marketing Mix for NEWCO

The same is true for NEWCO, a company that is establishing a low-fare airline in Asia. NEWCO faces considerable challenges, including regulation issues as well as competition from well-established airlines, and must determine what it is selling in order to have a successful product launch. If the company focuses on product features that are not perceived by the buying public to have significant benefit, the airline will fail. Likewise, if the airline is not able to convince its consumers that using outlying airports will be convenient, it will face significant resistance in the market. This research explores the marketing mix for NEWCO and uses that information to shape an integrated marketing communication program for the organization.

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ng agencies is gaining popularity in Asia as international companies find ways to penetrate international markets ("Working Together" 19). MEDIA SELECTION The launch of a new airline calls for nearly exclusively above-the-line marketing communications. This is due primarily to the large numbers of potential consumers who must be informed of the new airline, and the familiarity of most consumers with the general type of product being launched. The nature of the product itself also means that above-the-line marketing is most appropriate since it is difficult to provide samples of the product or otherwise use below-the-line advertising. In addition, above-the-line promotion makes sense from the standpoint that much of the initial goal of the marketing communications is to shape brand awareness, and that is a goal typically achieved by above-the-line advertising. There is also a considerable amount of above-the-line media available in Asia; this also heightens the appeal of this type of media selection (Zhou, Zhou & Ouyang 53). As recently as the mid-1990s, television would have been limited to only a few countries, such as Japan, as a viable above-the-line strategy. Today, however, television has a large reach within the Asia
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Some common words found in the essay are:
MARKETING MIX, Steenkamp Gielens, European Union, BUYING Television, MEDIA SCHEDULING, CONCLUSION Launching, Budget Airlines, KEY CHALLENGES, MEDIA SELECTION, CONTROL Control, low fare, brand awareness, communication program, marketing communication, marketing mix, web site, communication plan, television campaign, marketing communication program, company able, secondary airports, low fare airline, percent brand awareness, low fare airlines, integrated marketing communication,
Approximate Word count = 4028
Approximate Pages = 16 (250 words per page)