Flying Away

In: Business and Management

Submitted By heather1985277
Words 1723
Pages 7
Herb Kelleher, co-founder of Southwest Airlines said, “Think and act big and grow smaller, or think and act small and grow bigger (Herb Kelleher Quotes…).” Marketing is an important part to selling a brand. In 2012 the Social Media Agency, “Likeable Media,” named Southwest Airlines in their top five most likeable companies (Five Most Likeable…). Likeable Media commends the airline for its passion for their employees as well as their customers. This in turn creates a passionate staff that encourages Southwest’s brand and helps it to grow. Southwest has been around for thirty nine years and has used multiple marketing strategies to grow their company.
Herb Kelleher and Rollin King founded Southwest Airlines in 1971, flying to San Antonio, Houston, and Dallas. The company pioneered many marketing strategies that are still used today. Southwest offered the frequent miles program is the mid 1980’s, the first airline to enact the program. Passengers were able to save up the amount of miles they flew to fly for free or a discounted ticket. Southwest was also the first to offer senior citizen discounts on airline tickets. By 1984, Southwest was ranked first in customer service for four years in a row. In 1987 the company bought out TranStar Airline, and also Morris Air in 1994. After twenty five years, the company was rated the fifth largest United States air carrier, flying over fifty million passengers a year (Southwest Airlines).
Marketing is very competitive between airlines, and it is important to use product positioning to create a recognizable image. Consumers should be able to tell the difference in Southwest’s product than other airlines. There motto is, “The only low-fare, short-haul, high-frequency, point-to-point carrier in America that is fun to fly (Southwest Airlines {Marketing Strategy}).” To keep its position in the market, the airline has to be very cost…...