Marketing concepts: Qatar airways

Marketing concepts Qatar air waysAdvertising is an indirect way of communication which influences the sucker fragment to consume their product or enjoy their service. The hold of this advertising impart help us examine the concepts of consumer conduct apply in the progression of the Premium Terminal of Qatar Airways. This will help us de termine the reasons for sine qua non of a premium goal and also study key elements use which attract the passengers. Most of the passengers locomotion by prototypic and furrow phratry could bring up to this ad, hence resulting in its success. Qatar Airways is the national airline of Qatar and has its headquarters establish in capital of Qatar. According to Mr Akbar Al Baker, CEO of Doha International airdrome and Qatar Airways For a visitor, the graduation exercise point of contact with Qatar is gener solelyy the airport and it is their tearaway(a) priority to ensure that the best-ever facilities welcome runner- judgment of convi ction and return visitors. It gives all its first syndicate passengers an vex to the transgress end spa facilities and plane body massages to unstuff themselves. The new Doha airport will set a bench mark for all the future airports. It will be an worldwide signature for the passel of Qatar, he decl ard in London during a ceremony to disclose the Master Plan of new Airport.This advertisement is a part of multi-million buck global lead designed to demonstrate the assets of the airlines and to increase its aw argonness among masses. Its unrivalled of the three advertisements which are a form of extensive instigator campaign launched by the Qatar Airways for its extensive promotion which include the Lounge, the Appetizer and the Journey. However we are going to hit the books the Lounge Commercial.We shall now cipher into background of the product which is Qatar Airways.BackgroundThe background is going to give us an insight exactly about history of the airlines and an overview of its current position. Qatar airways is among the fastest ripening airlines with an unmatched in-flight service base on what Porter (1985) would refer to as the competitive diverseiation (Porter, 1985). ab initio the airlines were hush-hushly owned by a royal family of Qatar. It became operational from twentieth January 1994. But at present, this airline is partially owned by private investors, while the government holds 50% stake. Qatar Airways has managed to push the boundaries in aviation manu positionure achieving what opposite airlines get been unable to do. The company follows a retentive term growth strategy, which includes addition of a new aircraft every month to their growing fleet size and inauguration of the newborn International Airport at Doha by 2011.Qatar airways have a unique liberty baseball club which is one of the most generous loyalty clubs in the world. Its members have an access to a range of exclusive services and benefits designed to m ake their travelling experience comfortable and rewarding.Since we have a rough idea of the product, we will now study the association of this advertisement with diametric cultural dimensions utilize by Hofstede, as this will shape a path for the application of other relevant theories.Hoftedes dimensions -Geert Hofstede introduced the five dimensions of goal which distinguish between different cultures crosswise the world and help the marketers in the development of advertisements. This advert satisfies the Hofstedes dimensions of Culture. advanced Power Distance- Since the premium terminal at the Doha International Airport is exclusively for the first and business tell apart passengers and not for the preservation track, it thinks to the Hofstedes amply power distance. Its so because there is a lot of difference in the woodland of services provided to different classes be it economy or first class. It even relates to the culture of Qatar.Masculinity- According to Hofsted e, Masculinity stands for a society in which gender roles are clearly distinct Men are sibyllic to be assertive, tough, and focused on material success women are supposed to be more modest, tender, and concerned with the quality of life. The main elements portrayed in this advertisement are ego, proud place and comfort. The naughty level positions are mostly held by men in Gulf countries ilk Qatar. then Qatar is a highly masculine verdant which is very well envisioned here. The business class is still considered to be male dominated. Thus we perk a man enjoying the premium services at the Qatar lounge. The nation in much(prenominal) social cultures give a lot of importance to position and currency and are ego-oriented. Thus this sword helps its customers to associate themselves with high status and power.Individualistic This term refers to a culture in which everyone is expected to look after themselves. As we rump see, the man shown in advert is laissez-faire(a) because hes independent. Further the use of a mobile phone and laptop invoke his mortality. As perceived, all the first and business class passengers have the license to enjoy unique services the like spa, sauna, Jacuzzi etc. Thus as an individual, they like pampering themselves.Now since the idea of advert has become exquisite clear after studying the Hofstedes dimensions, we can now focus on some more theories to explain the whole concept in depth. To get with, lets understand the purpose of using some specific objects and signs in this advert. semiotic AnalysisSemiotics can be defined as the study of the correspondence between signs and symbolizations and their roles in how we assign meanings (Solomon, 2007, p 103). Every advertisement demonstrates a symbolic meaning. Semiotics is an apt way of understanding an advertisement and is often used to analyse it. If we talk in terms of marketing, it is and then the study of how these marketing environments and advertisement s of their products make efforts to re-create the meaning of acting on messs sensual awareness of tastes, sounds, smells, images, and words. Rather, we would not exaggerate the point if we say that as humans, we are the meaning machines in that human beings tend to get through with(predicate) everything that is sensed with meaning (Desmond, 2003, p 183).It is interesting to know that meaning of an ad is base upon the realizeation of the viewer, as much as on the masses creating it (Langrehr Caywood, 1995). As a result of this, the people will think at an individual perspective and therefore will interpret the advert in many ways based on their socio-cultural environment, personality and knowledge. However from the semiotic point of view, every marketing message has three components an object (product), a sign (symbol), and an interpretant or meaning, and is commonly used for analysing different types of advertisements (Schiffman Kanuk, 2004) as a result of which it is selecte d for this purpose.Many symbols have been used as semiotics in this advertisement each of which defines something different. The object is Qatar Airways, the Iphone is the symbol. It can have different meanings based on the individual interpretations. It can be taken to represent the highlife and high social class of the passengers travelling through the Qatar Airways. Whereas on the other grant, it could be scene to help its passengers connect to their loved ones. While from another(pre nominative) perspective it may represent a person as an individual as many scholars consider the use of cell phones as single. They have shown the passenger, a porter and an air hostess in the advert. But if we analyse carefully, they have not shown the face of any of them. This is so because they dont want their target audience to deviate from the product, rather they want them to concentrate just on their product and amazing services they provide to their customers.There has been the use of d iscordant elements which can be interpreted to be associated with royalty and high class, like the laptop, iphone, comfortable chair, vintage items, porters carrying the suitcases of first and business class passengers. The market search measures are mostly based on the visual elements, and not vocal elements, used in the advert. The quality work and giving personal aid to each of their customers is their main objective and trademark. The premium terminal at Doha International Airport provides exclusive services to its first class and business class passengers. These services include fine dining and spa facilities and even massages. The passengers can unwind themselves by pampering themselves with a relaxing Jacuzzi, sauna or a soothing spa and even indulge in some rejuvenating treatments from facials to body massages given by strained therapists perfecting in the aromatherapy (See accompaniment 1).The whole process of sauna or spa is depicted in a segment of this advertisement (See appendix 2). The use of objects like Gardenia f humbles, bamboo, aquamarine marine stones for massage, steam, bath tub, and wind chimes relate to the exquisite royal services provided at the terminal. The wind chimes can be perceived as a symbol of relaxation and peace of mind while the other elements used relate to the materials used during a spa or sauna. This demonstrates the extra effortsl do by the authorities at the premium terminal to give the highest precedent facilities to their current customers and to attract the potential customers. There has been an extensive use of the gallant colour in the advert which leads us to give a thought to why they have used empurple as the principal(a) colour. colours-The colours convey meanings mainly in two primary ways which can be either the natural association or the mental or cultural symbolism. The association of colours may arise from the policy-making beliefs, superstitions, religious beliefs, historical reasons, cultur al beliefs etc. The purple colour relates to the ego-importance knowledge. It is the union with your higher self (Colour Therapy). Qatar being a royal country associates well with the colour. The Qatar Royalty Sheikh Hamad bin Khalifa Al-Thani and his better half sheikha Moza bint NaseerAl-Missned have been seen supporting this colour many times. In a new event, the Royalty wore a tie of purple colour while his wife wore a purple dress (See addendum 3). Thus there has been the use of Purple colour in the logo of Qatar Airways as well as the unvarying of the crew. One of the reasons can be that this colour is used in their country flag (See Appendix 4). The use of purple as the primary colour has its own significance (Color Wheel master)-The flowers like lilac, orchids are purple in colour and are very expensive and rare, and then signifying learning and extravagance.-The purple colour represents the royalty as this colour has been used by people of high rank or authority sin ce ages. Thus implies ethereal leadership. It symbolises luxury, comfort, power, wealth, respect and independence.This use of purple colour represents the royalty and high class passengers travelling by Qatar Airways. It also explains the imposing and comfortable services provided by the airlines at their premium terminal at the Doha International Airport. It shows the animosity and dedication towards their customers. The premium terminal of Qatar Airways in Doha is a luxurious brand in itself. It gives us a royal feel and demonstrates a life of luxury and comfort.We are now in a specialise to associate the high class and luxurious social life with the behavior of the consumers.Social class and Consumer BehaviourThe behaviour of the consumers differs a lot across different social cultures. This depends highly on their socio-cultural values and their economy as well. Qatar is one of the fastest growing economies and continues to grow at an astonishing pace. It continues to exil e a wide range of high standard products to the International community. Its nominal Gross Domestic Product (GDP) growth has averaged surprisingly 27.2 % over the time period of 5 years (2005-2009). The Qataris have second highest GDP per capita incomes in the world and hence Qatar is the second richest country in the World. According to the Qatar sparing check into 2010, the people in Qatar spend the second largest amount of money on transportation after their housing. Qatar is a premium brand. The consumption of such(prenominal) a prestigious brand is viewed as a status symbol and whose price, even when higher by the normal standards, is considered to further enhance the augur of wealth.It has been revealed by the researchers that perceived limited supply of products enhances the consumers value and preference for a brand (Verhallen 1982 Lynn 1991 Pantzalis 1995). Items that are in limited supply have high value, while those readily available are less desirable. Rare items sta tement respect and prestige (Solomon 1994, 570). As we know that the number of seats in Business and First class is very less, therefore the rich people take pride in travelling by these classes as it makes them unique. Qatar is a country of royal and high class people. Thus the premium terminal is devoted to this higher and royal segment of the society where they are facilitated with all the desired comforts.We have analysed the product and its features by now. The next step involves the relevancy of the product to consumer and how the consumer relates to the brand.Kapferer Brand identicalness PrismThe branding has now changed from just identifying the product to dealing with the meaning of different brands through expanded brand identity systems. The entry of new system of brand identity is considered to be a coarse advancement towards a much more educate version of branding, which suggests that in order to be successful and to stand out, different brands need to be imbued with human characteristics and traits (Aaker 1996 Kapferer 2004). Brands are thought to have a personality that consumers use as an avenue for expressing themselves or to experience those turned on(p) benefits which differentiate the brand from others. We will now discuss the role of a consumer in influencing how brand personality is perceived. This is formulated on the basis of the fact that as consumers using a brand tend to build certain relationships with it, they reinforce the positive attitude towards that preferred brand (Phau, L. Lai, K.C. 2000).Now Kapferer has explained the brand identity prism in the form of a six sided prism shown below -Physical Appearance - Every brand contains an external specificity which is physiological appearance. This is the core of the brand and its value. It is the first step towards the building up of a brand. It represents the product features and attributes. The logo of the Qatar Airways is the head of Oryx gazelle which is an African antelo pe which lives in herds consisting of rife males. This goes with the masculine society of Qatar. Since most of the country of Qatar is made up of deserts, therefore they have used this animal to represent the geography of Qatar as well. make use of of purple colour is another way of identifying the brand as a status symbol. As mentioned earlier, this colour is perceived as used by royal and high class. So the people travelling by first and business class are able to connect to it.Brand reputation - This is a way in which the brand talks about the quality of services offered and at the same time, it indicates a human being. Thus it measures those characters of the consumers which relate to the brand. Some of the features as perceived in this advert are high class, status and superiority.Relationship - Every brand has the ram of maintaining healthy and long term relations with their customers. Thus it stands on the trust and associations. This is achieved through the great ambienc e, royal and comfortable environment provided by Qatar Airways. As seen in this advert, the facilities like spa, dining facilities with world class wine, porters carrying your luggage, etc add to the ambience and make customer feel special by providing superior customer services.Culture - This refers to the aim and values of brand. In this advert, the brand i.e. Qatar Airways be possessed ofes the culture of Qatar, country of its origin. Most of the brands possess not only personality but also culture. Thus we can see the elements of high standards in this advert. There is commitment to work and hospitality towards their customers.Reflection- The reflection shows the customers view of product. The reflection has to be such which helps the consumer relate to that crabby brand. The Qatar Airways have been awarded the status of 5 sense experience airlines, thus associated with high social class and prestige. For e.g. the passengers travelling by first and business class will conside r themselves to be from a rich background as they get all the special and unique services.Self image The self image relates to the features of advertisement of the brand which the customer can relate to. It goes hand in hand with the personality of brand. It is very helpful when it comes to understanding the behaviour of consumers as they will buy or consume the product synonymous to their self image. Thus it is the internal reflection of customer. The premium terminal for first and business class passengers gives them a feeling of inner satisfaction and thus makes them feel special by providing them out of the world facilities both on and off the ground.Despite the advert being quite apt, there are still a few things that could make it somewhat better.Limitations The advertisement focuses on only the first and business class passengers leaving aside the economy class. This biased behaviour might receive some mixed reactions from the people travelling in the economy class. Then we have noticed that as perceived by the advertisement, the culture represents an individualistic side, whereas Arab countries like Qatar are collectivised countries. Therefore, it may happen that the people may not connect themselves to the individualistic man shown in the advert. Hence they wont interpret the advert as the marketers want them to. Moreover the word count prevented me from interpreting the advertisement on basis of Maslows Hierarchy of needs.Conclusion The advertisement is designed in such a way that helps the target audience to connect to it. The people interpret these adverts differently on the basis of their culture, knowledge and beliefs. We made use of the Hofstedes dimensions in order to get a clear idea of the cultural associations with the advert. later(prenominal) we studied the semiotics used in it and how it relates to the consumer using the Qatar Airways. The colour guess was explained to emphasize on the importance of the purple colour used for the uni form of the crew and the logo. We can also analyse that how it gives an insight about the culture of Qatar and also associates with the passengers. Last but not the least Kapferer Brand Identity Prism was used to judge the way a consumer perceives a particular brand as this model says that a consumer is what he consumes.REFERENCESAaker, D.A. (1996) Building whole Brands, New York. The Free Press.Bear, Jacci H. Purple Color Meaning Colors That Go with Purple and The Meaning of the Color Purple. acquirable at http//desktoppub.about.com/cs/colorselection/p/purple.htm. Accessed 18 celestial latitude 2010.Brand Identity Prism mba4you.net. 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(1982), Scarcity and Consumer Choice Behavior, Journal of Economic Psychology, 2 (2), 299-321.Appendix 1-Appendix 2-The narration of the advertisement-Its 36 to 38 degree CelsiusNo higher, no lowerIts soft but not too softIts just large to smooth things outIts all of thisHalf way to anywhereWith surge of time to spareWith Qatar Airways premium terminal in Doha quintuple star service for first and business class passengersQatar Airways- The Worlds five star airlines.Appendix 3