Académique Documents
Professionnel Documents
Culture Documents
Marketing Audit
August 15th , 2009
Discussion Slide 2
Towards smart leadership
Koninklijke Luchtvaart
Maatschappij voor Nederland en Jeet/MKT/Term 1
15-Aug-2009
Koloniën Slide 3
Peter Hartman (President and Chief
Executive)
Jeet/MKT/Term 1
15-Aug-2009
Slide 4
Jeet/MKT/Term 1
15-Aug-2009
Slide 5
Agenda
Company Introduction
Mission Statement
Business Strategy
Value Chain
Value Creation
Segments
Position
Product
Innovation
Pricing
Channel
Communication Jeet/MKT/Term 1
15-Aug-2009
Discussion Slide 6
Productivity and growth with Safe
Efficient
Service oriented
Mission statement operations
• Strive to optimize services and add new destinations
• To facilitate network expansion
• To serve passengers efficiently and address problems
pragmatically
• Price and comfort, punctual arrival and departure times and
reliable baggage handling
• No compromise with security standards
• Leverage technology to bring in operating efficiency
AIM
“KLM’s works to achieve profitable growth that contributes to its own
corporate aims as well as to economic and social development.”
Jeet/MKT/Term 1
15-Aug-2009
Slide 7
Agenda
Company Introduction
Mission Statement
Business Strategy
Value Chain
Value Creation
Segments
Position
Product
Innovation
Pricing
Channel
Communication Jeet/MKT/Term 1
15-Aug-2009
Discussion Slide 8
Jeet/MKT/Term 1
15-Aug-2009
Slide 9
Agenda
Company Introduction
Mission Statement
Business Strategy
Value Chain
Value Creation
Segments
Position
Product
Innovation
Pricing
Channel
Communication Jeet/MKT/Term 1
15-Aug-2009
Discussion Slide 10
Firm Infrastructure
Strong management, focused planning and financial control
HRM - Kick start quality assurance programme
Technology Development
CRS system, streamlined booking, research and market analysis
MARGIN
Procurement - diversification of fleet, outsourcing maintenance,
shared facility arrangements
Inbound Operations Outbound Marketing and Services
Logistics Internet Logistics Sales Frequent
competi- booking, good routes & quality brand, Flyers
tive cost scheduling, market access, alliance North program
levels Wave System, Open Skies, 1st West, ancillary
hub & spoke, mover adv’tage, sales,
diffination of cargo customer
fleet focus
Jeet/MKT/Term 1
15-Aug-2009
Slide 11
Agenda
Company Introduction
Mission Statement
Business Strategy
Value Chain
Value Creation
Segments
Position
Product
Innovation
Pricing
Channel
Communication Jeet/MKT/Term 1
15-Aug-2009
Discussion Slide 12
Logistics Operation
• In bound
• Tracking s
• Long haul • Alliance Business
• Schiphol focus partnership with • Member of Sky
Air France Team
• Mission to be • Diversifying
the top five products
Passenger lasting aircraft
• Long haul companies
• Less transit time • Quality
• Special care for the programs for
loyal customers staff
• Easy transfers • Internet
accessible both
for cargo and
Passenger Jeet/MKT/Term 1
15-Aug-2009
Slide 13
Agenda
Company Introduction
Mission Statement
Business Strategy
Value Chain
Value Creation
Segments
Position
Product
Innovation
Pricing
Channel
Communication Jeet/MKT/Term 1
15-Aug-2009
Discussion Slide 14
Segment
Jeet/MKT/Term 1
15-Aug-2009
Slide 15
Business
Short Haul
Long Haul
Economy
Jeet/MKT/Term 1
Slide 16
Agenda
Company Introduction
Mission Statement
Business Strategy
Value Chain
Value Creation
Segments
Position
Product
Innovation
Pricing
Channel
Communication Jeet/MKT/Term 1
15-Aug-2009
Discussion Slide 17
Brand position
High priced
★★★ Airline
Business and
Qatar
Economy
Seat Comfort ★★★
Luxurious Service
Airways Service Efficiency★★★★
Basic Service
Kingfisher
Air France
KLM Lufthansa
SAS British Cabin Condition ★★★
JAT Airways
Jet Airways Swiss Language Skills ★★★★
Slide 18
Passenger flights
“satisfactory" standard
★★★ star of core Product across
most travel categories
airline
Service Quality
Punctuality
Product
Quality
Brand Value
Slide 19
15-Aug-2009
Jeet/MKT/Term 1
Agenda
Company Introduction
Mission Statement
Business Strategy
Value Chain
Value Creation
Segments
Position
Product
Innovation
Pricing
Channel
Communication Jeet/MKT/Term 1
15-Aug-2009
Discussion Slide 20
Jeet/MKT/Term 1
15-Aug-2009
Slide 21
Product
Adopters
Early
Later Majority
Innovators
Earls Majority
Long First
long haul
connecting
Europe and
Lagers
America
Chasm
194
6
Slide 22
Passenger Transport
Slide 23
Product line Pricing
Lower Price, High Retention, Loyal Customers
Slide 24
Agenda
Company Introduction
Mission Statement
Business Strategy
Value Chain
Value Creation
Segments
Position
Product
Innovation
Pricing
Channel
Communication Jeet/MKT/Term 1
15-Aug-2009
Discussion Slide 25
Innovation
Process
Jeet/MKT/Term 1
15-Aug-2009
Slide 26
Agenda
Company Introduction
Mission Statement
Business Strategy
Value Chain
Value Creation
Segments
Position
Product
Innovation
Pricing
Channel
Communication Jeet/MKT/Term 1
15-Aug-2009
Discussion Slide 27
Pricing
Strategy
•Address shift of demand in time
space:
“On-peak or Off-peak”
• Selective selling
Jeet/MKT/Term 1
15-Aug-2009
Slide 28
Pricing
Implementation
Jeet/MKT/Term 1
15-Aug-2009
Slide 29
Fuel and Price
relation
Hedge fuel
2008-09 2009-10
Forecasted Spot 83 79
Price ($/Barrel)
Hedge 67 51
consumption
(%)
Average Hedge 61 68
Price ($/Barrel)
Final Average 68 73
price Jeet/MKT/Term 1
($/Barrel) 15-Aug-2009
Slide 30
Agenda
Company Introduction
Mission Statement
Business Strategy
Value Chain
Value Creation
Segments
Position
Product
Innovation
Pricing
Channel
Communication Jeet/MKT/Term 1
15-Aug-2009
Discussion Slide 31
Multi Channel
Marketing
Integrated VMS Horizontal
Jeet/MKT/Term 1
15-Aug-2009
Marketing Channel
Jeet/MKT/Term 1
15-Aug-2009
Distribution Structure
Discussion Slide 35
Communication
Strategy
Jeet/MKT/Term 1
15-Aug-2009
Communication
Implementation
Jeet/MKT/Term 1
15-Aug-2009
Communication
Implementation
Jeet/MKT/Term 1
15-Aug-2009
Communication Mix
Jeet/MKT/Term 1
15-Aug-2009
Agenda
Company Introduction
Mission Statement
Business Strategy
Value Chain
Value Creation
Segments
Position
Product
Innovation
Pricing
Channel
Communication Jeet/MKT/Term 1
15-Aug-2009
Discussion Slide 40
Thank you!
Slide 41