Air Canada Case Study Air Canada is Canada's largest domestic and international airline and, in 2019, served nearly 220 airports on six continents. Canada's flag carrier is among the 20 largest airlines in the world and in 2019 served over 51 million customers. In 2019, Air Canada provided scheduled passenger service directly to 62 airports in Canada, 53 in the United States and 101 in Europe, the Middle East, Africa, Asia, Australia, the Caribbean, Mexico, Central America and South America. Air Canada is a founding member of Star Alliance, the world's most comprehensive air transportation network and, in 2019, served more than 1,300 airports in 195 countries Air Canada is the only international network carrier in North America to receive a Four-Star ranking according to independent U.K research firm Skytrax, which also named Air Canada the 2019 Best Airline in North America. Marketing mix of Air Canada (7Ps of Air Canada) This is a detailed analysis of the marketing mix of Air Canada. It explores the 7Ps (Product, Price, Place, Promotion, Process, People, and Physical Evidence) of Air Canada. It also examines how the airline has been asing these marketing techniques to persuade customers to buy its services. Air Canada was founded in 1937. It is the largest airline in Canada, headquartered in Montreal Products and services of Air Canada Air Canada's flight services are generally divided into three categories ie Air Canada Signature Class Business Class, Premium Economy Class, and Economy Class Signature Class is a luxury service where passengers can enjoy state-of-the art amenities, luxurious cuisine and unmatched services. This service includes dedicated check-in counters and speedy security clearance (Air Canada, 2020). On the other hand, Economy Basic is the lowest priced service of the airline which is offered on limited interational flights only. It should be mentioned that most services of the airline accompany complimentary food and beverages. Price and pricing strategies of Air Canada Different cabin services come up with different prices. For instance. Signature Class is the most expensive service whereas Economy Basic is the cheapest. This shows that Air Canada pursues differentiation pricing strategies. It should be mentioned that though the airline is the largest in Canada it is not necessarily the cheapest in the domestic market. The ultra-low-cost providers in the country are Swoop and Flair Airlines (FlyForLess, 2020). Place distribution channels of Air Canada Customers can book their tickets from the official website of Air Canada. Likewise, they can also use my hand parties eg Skyscanner, Expedia, Kayak etc to book flights and other related services Air Canada fleste 98 countries and regions to connect 210 airports (Air Canada 2020). However, it should be mentioned that not all services are offered on all destinations. For instance, Air Canada Signature Class is available on European Awam Pacific and South American routes only. This show that the airline pursues selective distribution strategies for some of its services Promotional strategies of Air Canada Air Canada promotes itself by wing several media platform For instance, it has a YouTube channel here posts sideos with a variety of information. However, it does not update videos regularly which is an area of improvement Likew, it has a united number of subscribers too. On the other hand, it is posting more frequently on Facebook and has around 14 million followers Similarly, it is active on Instagram as well and has woond thoud down is worth mentioning that Air Canada often uses email tharketing as well to addition to digital theranda marketing, Air Canada es realar sales promotions as well. For instance, it promotion code som passenger 20130% discounts likewise being the largest in Canada and the flag carries has helped the web a very good brand image Its CSR activities disaster relief aid for Calatan food and luce Ders have ale impacted positively on its brand image i Promotional strategies of Air Canada Air Canada promotes itself by using several media platforms. For instance, it has a YouTube channel where it posts videos with a variety of information. However, it does not update videos regularly which is an area of improvement Likewise, it has a limited number of subscribers too. On the other hand, it is posting more frequently on Facebook and has around 1.4 million followers. Similarly, it is active on Instagram as well and has around 800 thousand followers. It is worth mentioning that Air Canada often uses email marketing as well In addition to digital advertising and email marketing, Air Canada uses regular sales promotions as well For instance, its promotion code sometimes offers passengers 20%-30% discounts. Likewise, being the largest in Canada, and the flag carrier has helped the airline build a very good brand image. Its CSR activities e.g. disaster relief aid for Canadian floods and Hurricane Dorian have also impacted positively on its brand image People of Air Canada Air Canada is one of the best Diversity employers in Canada. It is also one of the top 100 employers in the country Around 38,000 people of different walks of life work with the company (Francais, 2020). The airline also works with several charities to raise money for the communities it serves. However, it should be mentioned that customer satisfaction score is not that great for the airline (DeClerg, 2019). Processes in Air Canada Air Canada has streamlined its processes for employees as well as customers. Customers can book flights online on the official website, and some third-party sites as well. Likewise, they can use web, mobile, and airport self-service kiosk to check in. Air Canada uses a video assessment method as part of its recruitment process for some job roles. Physical evidence of Air Canada Air Canada has a nice logo. Though it has changed several times, it has always remained concise. The maple leaf has always been the focal point. Similarly, the airline's official website is nice, and user friendly. However, some of the pages of the site show 404 errors which is not good for visitor experience Required a. Analyze Air Canada's consumer promotional states and comment on the strategy's effectiveness in helping Air Canada through the present Covid-19 pandemic Indicate additional promotional strategies Air Canada cat utile (20 marks) b. Identify and discuss extensively the direct response mediums that can be utilized by Air Canada to encourage sales. (20 marks) Identify 7 advantages of outdoor advertising and explain how they can help increase the rest of Canada's service offerings 20 marks) d. Identify the unique features of Posters (billboards and backlit posters (back) and explain how they can be used to increase Air Canada's nice offering awareness among the following are market. Passers students across Canada and the Canadiano bairds - Air Canada Case Study Air Canada is Canada's largest domestic and international airline and, in 2019, served nearly 220 airports on six continents. Canada's flag carrier is among the 20 largest airlines in the world and in 2019 served over 51 million customers. In 2019, Air Canada provided scheduled passenger service directly to 62 airports in Canada, 53 in the United States and 101 in Europe, the Middle East, Africa, Asia, Australia, the Caribbean, Mexico, Central America and South America. Air Canada is a founding member of Star Alliance, the world's most comprehensive air transportation network and, in 2019, served more than 1,300 airports in 195 countries Air Canada is the only international network carrier in North America to receive a Four-Star ranking according to independent U.K research firm Skytrax, which also named Air Canada the 2019 Best Airline in North America. Marketing mix of Air Canada (7Ps of Air Canada) This is a detailed analysis of the marketing mix of Air Canada. It explores the 7Ps (Product, Price, Place, Promotion, Process, People, and Physical Evidence) of Air Canada. It also examines how the airline has been asing these marketing techniques to persuade customers to buy its services. Air Canada was founded in 1937. It is the largest airline in Canada, headquartered in Montreal Products and services of Air Canada Air Canada's flight services are generally divided into three categories ie Air Canada Signature Class Business Class, Premium Economy Class, and Economy Class Signature Class is a luxury service where passengers can enjoy state-of-the art amenities, luxurious cuisine and unmatched services. This service includes dedicated check-in counters and speedy security clearance (Air Canada, 2020). On the other hand, Economy Basic is the lowest priced service of the airline which is offered on limited interational flights only. It should be mentioned that most services of the airline accompany complimentary food and beverages. Price and pricing strategies of Air Canada Different cabin services come up with different prices. For instance. Signature Class is the most expensive service whereas Economy Basic is the cheapest. This shows that Air Canada pursues differentiation pricing strategies. It should be mentioned that though the airline is the largest in Canada it is not necessarily the cheapest in the domestic market. The ultra-low-cost providers in the country are Swoop and Flair Airlines (FlyForLess, 2020). Place distribution channels of Air Canada Customers can book their tickets from the official website of Air Canada. Likewise, they can also use my hand parties eg Skyscanner, Expedia, Kayak etc to book flights and other related services Air Canada fleste 98 countries and regions to connect 210 airports (Air Canada 2020). However, it should be mentioned that not all services are offered on all destinations. For instance, Air Canada Signature Class is available on European Awam Pacific and South American routes only. This show that the airline pursues selective distribution strategies for some of its services Promotional strategies of Air Canada Air Canada promotes itself by wing several media platform For instance, it has a YouTube channel here posts sideos with a variety of information. However, it does not update videos regularly which is an area of improvement Likew, it has a united number of subscribers too. On the other hand, it is posting more frequently on Facebook and has around 14 million followers Similarly, it is active on Instagram as well and has woond thoud down is worth mentioning that Air Canada often uses email tharketing as well to addition to digital theranda marketing, Air Canada es realar sales promotions as well. For instance, it promotion code som passenger 20130% discounts likewise being the largest in Canada and the flag carries has helped the web a very good brand image Its CSR activities disaster relief aid for Calatan food and luce Ders have ale impacted positively on its brand image i Promotional strategies of Air Canada Air Canada promotes itself by using several media platforms. For instance, it has a YouTube channel where it posts videos with a variety of information. However, it does not update videos regularly which is an area of improvement Likewise, it has a limited number of subscribers too. On the other hand, it is posting more frequently on Facebook and has around 1.4 million followers. Similarly, it is active on Instagram as well and has around 800 thousand followers. It is worth mentioning that Air Canada often uses email marketing as well In addition to digital advertising and email marketing, Air Canada uses regular sales promotions as well For instance, its promotion code sometimes offers passengers 20%-30% discounts. Likewise, being the largest in Canada, and the flag carrier has helped the airline build a very good brand image. Its CSR activities e.g. disaster relief aid for Canadian floods and Hurricane Dorian have also impacted positively on its brand image People of Air Canada Air Canada is one of the best Diversity employers in Canada. It is also one of the top 100 employers in the country Around 38,000 people of different walks of life work with the company (Francais, 2020). The airline also works with several charities to raise money for the communities it serves. However, it should be mentioned that customer satisfaction score is not that great for the airline (DeClerg, 2019). Processes in Air Canada Air Canada has streamlined its processes for employees as well as customers. Customers can book flights online on the official website, and some third-party sites as well. Likewise, they can use web, mobile, and airport self-service kiosk to check in. Air Canada uses a video assessment method as part of its recruitment process for some job roles. Physical evidence of Air Canada Air Canada has a nice logo. Though it has changed several times, it has always remained concise. The maple leaf has always been the focal point. Similarly, the airline's official website is nice, and user friendly. However, some of the pages of the site show 404 errors which is not good for visitor experience Required a. Analyze Air Canada's consumer promotional states and comment on the strategy's effectiveness in helping Air Canada through the present Covid-19 pandemic Indicate additional promotional strategies Air Canada cat utile (20 marks) b. Identify and discuss extensively the direct response mediums that can be utilized by Air Canada to encourage sales. (20 marks) Identify 7 advantages of outdoor advertising and explain how they can help increase the rest of Canada's service offerings 20 marks) d. Identify the unique features of Posters (billboards and backlit posters (back) and explain how they can be used to increase Air Canada's nice offering awareness among the following are market. Passers students across Canada and the Canadiano bairds