Ao Assignment 3

ASSIGNMENT
NO
3
NAME: MOHAMMAD SUFYAN MALIK
S.ID:10669
COURSE: AIRPORT OPERATIONS
C.ID: 107857
Develop a Marketing Plan for
Sukkur Airport.
A marketing plan can help your airport communicate with your customers. In terms of air
service, the customer can be considered the community, airport sponsors, other key
stakeholders, or even the airlines. While the report is mostly geared towards small
commercial service airports and general aviation airports, the information included is
pertinent to airports of any size. The seven steps of creating an efficient marketing plan
highlighted in the report are:
1. Goals/Objectives
2. SWOT and Resources
3. Redefine Goals/Objectives
4. Audience/Message/Actions
5. Tools to Reach Audience and Deliver Message
6. Execute Plan
7. Monitor/Evaluate
Several steps of the marketing plan are discussed in more detail as part of How to Develop
Air Service Goals and Objectives and Evaluate ASD Efforts and the SWOT Analysis
discussion in Identifying Your Airport’s Strengths and Weaknesses. Marketing plans as a
whole are discussed in more detail in the Media Kit including information about social media
applications which have become a standard element of marketing plans. A marketing plan
may be developed by airport staff, through a partnership with a local university or a local
economic development organization or by a consultant. Each of these options will require
resources of time and money from your airport. As a first step towards a new or updated
marketing plan, the questions of staffing and budget will need to be addressed.
An airport's marketing department often focuses on easily defined objectives, such

as growing domestic air carrier options and bringing in more cargo business. By
engaging in “out of the box” thinking, and refining the facility's marketing objectives
to reflect current economic conditions, the marketing team also can use more
innovative strategic objectives to help to increase the airport's revenues.
Market Share Increase

A metro area's second-tier airport can increase its market share by streamlining its
operations and emphasizing the facility as a desirable alternative to the market
leader. The smaller airport's marketing team could focus on positive factors such
as less traffic congestion on surrounding roadways, shorter waits in ticket or
security lines and parking near the airport entrances. Any of these convenience
factors might encourage travellers to switch their preferences.
Customer Loyalty
Increasing the number of passengers who fly exclusively from your airport rather
than alternating between two or more airports provides an ideal objective for an
airport seeking to increase customer loyalty.
First, the airport's marketing department will commission a survey that identifies
the variables influencing customer airport preferences. Examples include fare
prices, parking facilities, ease of traveling between terminals and in-terminal meal
options. Based on the survey results, marketing professionals then design an
incentive-based customer loyalty program that provides travellers with desired
rewards for traveling exclusively from that airport.
Increased Commercial Income

An airport with vacant passenger terminals, which can result from airlines
downsizing operations or pulling out of that airport entirely, must creatively market
that space to other businesses. Although leasing the unused terminal space to an
expanding airline provides an easy solution, an airport's marketing department can
also promote the space as an ideal office complex, especially to firms with
employees who travel frequently. Leasing space to other businesses catering to air
travellers, such as a travel accessories store or chair massage studio, will also
provide the airport with commercial rental income .
Increased Corporate Aviation

An airport can increase its landing revenues, and potentially attract more hangar
rental and aircraft service business, by targeting business executives who fly into
the region. Specifically, airport marketing representatives will visit companies with
corporate headquarters or large division operations in that region that have
company-owned or chartered aircraft in active operation. During these meetings,
marketing representatives will present a short-tailored proposal, and can offer
incentives if needed to obtain the company's aircraft business.

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ASSIGNMENT

An airport's marketing department often focuses on easily defined objectives, such

Market Share Increase

Increased Commercial Income

Increased Corporate Aviation

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