In today’s airline industry, important companies such as Qatar Airways and Turkish Airlines, who offer a luxury service to their customers, are developing new marketing strategies to attract new potential customers. These companies have increased their market shares exponentially over the last years due to their big investments on advertisements through the use of world celebrities to create a market value for new customers who will get a new experience through the use of these services. For this reason, this segment of luxury airlines is dominating this approach by understanding consumer behavior
The advertisement focuses on Qatar Airways, a luxury airline which provides differentiated services to its customers, and how they have become the new sponsor for one of the most important European clubs: FC Barcelona. I strongly believe Qatar Airways is using this strategy to target a whole new market by creating new opportunities for the company to expand their marketing strategies. The company is using world class football players as the usual passengers they receive. Therefore, they understand the consumer behavior and they know that by using the authority principle, they can convince more potential customers, that their services are unique and worth trying. This is because people tend to respect professional athletes since they are known all over the world because of their achievements and what they represent for the football industry. Therefore, new customers will be attracted to the idea that this club is flying with Qatar Airways because of the high-quality service they are promoting.
Understanding consumer behavior can definitely have profitable results if its understood efficiently. I strongly believe Qatar Airways is doing a good job when it comes to marketing strategies and understanding their customers.