US Bangla Airlines Holistic Marketing

US-Bangla Airlines is the largest airline in Bangladesh by fleet size The airline is headquartered
in Dhaka and is based at Shahjalal International Airport under the umbrella companies of US-
Bangla Group.

US Bangla Airlines first operation with domestic flight on 17th july 2014 with an expressed
motto “Fly Fast Fly Safe”. Initially, The airline launched two domestic destination Chittagong
and Jessore from its hub in Dhaka. By September 2019, US-Bangla Airlines had become the
second largest airline after Biman Bangladesh Airlines, in Bangladesh in terms of fleet size. The
airline plans to use these fleets in routes to cities in Middle Eastern countries including Saudi
Arabia, Kuwait, and Bahrain, and also for Hajj flights. The airline started flights to Dubai–
International on 1 February 2021, which is its tenth international destination.

Integrated marketing of US Bangla Airlines

Marketing mix an important concept of marketing management. The main aim of the business
organization is to earn and maximize profits. This term refers common classification began as
the 4ps. This are

1. Product 2. Price 3.Place 4.Promotion

For US Bangla Airlines, the marketing mix typically comprises 4ps. The way this elements apply
to US Bangla Airlines is

1. Product

1. Class of service 2.On board service 3.Holiday packages 4.Baggage policy 5. Cargo

2. Price

1. Dynamic pricing 2.Special Discount 3. Economy and Business Class fare

3. Place

1.Online platform 2.Travel agencies 3.Ticket office 4.Call centers

4.Promotion

1.Advertising 2. Social media marketing 3. Sponsorship and partnership 4.Public relation

frequent flyer program

Product category
 Passenger transportation
 Cargo services
 Domestic and international flight package
 Onboard services
 Safety and reliability

Marketing service
 Marketing and sales
 Co-ordination for reschedule s
 Reservation and ticketing
 New destination set up
 Set up sales channel

Advertising

 Tv advertising
a tv advertisement for US Bangla Airlines shows travel experience, comfort, reliability
and affordability. The ad opens with a family and business travelers boarding a sleek US-
Bangla aircraft, greeted by smiling, professional crew members. Scenes of spacious
seating, in-flight entertainment, and delicious meals create a feeling of luxury.
 Sales promotion
US Bangla Airlines, one of the leading private carriers in Bangladesh. They offer
attractive sales promotions to make travel more affordable and enjoyable. Flying
domestically or internationally take advantage of their special deals on round-trip and
 one-way tickets to popular destinations. Like Dhaka, Chittagong, Kolkata, Kuala
Lumpur, and more. Enjoy discounted fares holiday packages and exclusive offers for
frequent flyers. US-Bangla Airlines focus on safety and customer satisfaction ensuring a
pleasant flying experience with modern aircraft and top-tier service.

 Public relation
US Bangla Airlines focuses on building and maintaining the company's reputation.
Promoting a positive image of the airline. Their PR efforts typically involve:

 Media Relations: US Bangla Airlines maintains relationships with media outlets

to ensure coverage of their services, achievements, and other key announcements.
 Crisis Management: In the event of incidents such as flight delays the airline's PR
team plays a crucial role in managing the situation by issuing official statements.
 Brand Image and Reputation: Highlights the airline's safety, reliability, and
customer service.
 Customer Communication: PR also handles direct communication with
passengers, addressing concerns, responding to feedback, and managing customer
service issues through social media and other platforms.

Relationship Marketing

US-Bangla Airlines puts a lot of effort into creating deep and enduring connections with the
people who fly with them. Through the introduction of loyalty schemes tailor-made services and
reliable support for customers they ensure travelers return for more journeys.

Loyalty Programs:

US-Bangla Airlines focuses on creating enduring bonds with its customers through a loyalty
scheme. This program rewards regular passengers with points. These points can then be used for
more flights or places to stay. By enhancing the lifetime value of its customers, this strategy
plays a vital role in keeping them coming back

Personalized Offers:

The airline uses information from past trips of each traveler to give them special deals and price
cuts. Take this as an example: if someone has been somewhere before they might get an email
that offers a cheaper flight back to that place. This kind of personal touch gives customers a
sense of being valued.

CRM System:

US-Bangla taps into a customer relationship management system to keep an eye on what
customers like and what they have to say. This approach helps the airline to provide services
that are just right for what each traveler needs.

Customer Service:

At any hour of the day or night US-Bangla Airlines is there to help its customers. No matter the
time help is just a call email or social media message away for passengers offering them comfort.

Handling Complaints:

Every time a passenger brings up a problem the airline jumps on it right away to fix it. It shows
how much they care about keeping their passengers happy.

Partnerships:

In partnership with travel agencies, US-Bangla rolls out special deals and savings. This strategy
helps them grow their customer circle and build strong relationships with various companies.

Performance Marketing

Performance marketing focuses on how well a company's marketing efforts contribute to its
success, including financial results, customer satisfaction, and brand reputation.

Financial Performance:

US Bangla airline wanted increase their profit and cash flow and create strong financial base
through expending their business internationally, according to news report published in daily
star. According to a statement given by Mohammed Abdullah Al Mamun, managing director of
US-Bangla Airlines to daily star and some other news media, after adding two new aircraft the
company will have four aircraft in total. He farther added, the new Boeing 737-800 aircraft has
158 revenue seats and each of the three Dash8 Q400 aircraft have 76 seats. Through the new
aircraft the company is increasing their revenue seats And these increased number of revenue
seats will be the key to increase their profit and cash flow.

Customer Satisfaction:
US-Bangla Airlines places a high value on customer satisfaction as a key measure of success.
From the customer’s standpoint, airline partnerships offer convenience, flexibility and options.
So the travelers can leverage the routes, times, and offering of multiple airlines all through a
single booking.

Brand Reputation:

US-Bangla Airlines is the leading premium airline of Bangladesh, with impeccable standards of
service equipped with incomparable reliability and ultimate flying comfort. It has also reached
the milestone for the best on-time performance.

Recognition:

• The USBA has been adjudged as "The Best Domestic Airlines" - for the year 2014 &
2015 by Bangladesh Travelers Forum.

• The only Airlines to receive the ISO 9001:2008 Certification which conforms to
Universal Safety Oversight Audit Program.

• It has also been audited and certified by the Chevron Company for their officials.

• The Airline's aircraft are being maintained by qualified and highly experienced foreign
and Local Aircraft Maintenance engineers.

• The pilots are also highly professional and experienced

US-Bangla Airlines is performing competitively in Bangladesh's aviation market, which serves

over 4 million passengers and handles about 15 million tons of cargo. Despite the negative
impact of a recent plane crash in Nepal, the airline has recovered by offering affordable flight
packages to various destinations. It currently holds 50% of the domestic market share through
frequent, scheduled domestic flights.

To remain sustainable, the airline has introduced a range of customer-focused services, such as
flight packages that include hotel bookings, transportation, and complimentary meals. They’ve
also allowed customers to pay in installments, making travel more accessible. The airline
regularly updates its website with fresh designs and ensures proper hygiene in its in-flight
catering. Additionally, passengers can use free shuttle services at both domestic and international
destinations. These efforts have helped US-Bangla regain and grow its customer base.

As the company’s motto is “Fly Fast, Fly Safe” to make her commitment reliable the company
has taken several business expansion related initiatives and procurement projects. Recently, by
next 2018 year US- Bangla Airlines is going to add on her fleet another two Boeing 737-800
series advance turbo jet engine aircraft and three ATR-72-600 series latest and advanced turbo
propeller based aircraft then a total of 12 aircrafts will be there on its fleet. Therefore, new
international flight routes will be launched in Colombo capital city of Srilanka, Male of
Maldives, Chennai of India. Additionally, the domestic flights and international flights will be
more expanded. Currently the airline company has made 51000 times take off and landing in
both domestic and international routes.

Internal Marketing

US Bangla Airlines, a leading private airline in Bangladesh, applies this concept in its internal
management by aligning various departments such as operations, human resources, customer
service, and marketing to achieve its organizational objectives.

Employee motivation is a key focus, with the airline offering competitive salaries, benefits such
as health insurance and retirement plans, and opportunities for career growth US Bangla Airlines
gathers work-life balances and recognizes high performers through awards and bonuses.

US Bangla Airlines invests heavily in training programs to increase employee skills and
operations efficiency. These training initiatives offer numerous benefits including improved
competency, job satisfaction, less supervision, chances of promotion, increased productivity, and
service quality (Grönroos,2015). The training methods include on-the-job training, classroom
sessions, e-learning modules, simulations, and workshops. This diversifies employees for
excellent performance and ensures they receive the most appropriate training.

Through its holistic approach to internal management covering recruitment, motivation, and
training–US Bangla Airlines ensures that it develops the internal capabilities needed to maintain
high service standards, soft skills such as communication and conflict resolution which are vital
in customer-facing roles, enhance operational efficiency, and achieve long term success in the

competitive industry. Furthermore, the airline regularly conducts employee satisfaction surveys
to identify improvements and ensures that employees feel their concerns are addressed and roles
are meaningful (Chowdhury, 2021).

References

Grönroos, C. (2015). Service management and marketing. Wiley.

Rahman, A. (2020). Cross-functional communication in service industries: The case of US

Bangla Airlines. International Journal of Aviation Management, 8(1), 32-40.

Chowdhury, M. (2021). Employee engagement in the aviation industry: A case study of US

Bangla Airlines. Journal of Business Management, 12(2), 45-48.

Wikipedia https://en.wikipedia.org/wiki/US-Bangla_Airlines RocketReach

https://en.wikipedia.org/wiki/US-Bangla_Airlines