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This paper is a study of Southwest Airlines marketing and promotion practices How Southwest positions itself as a different kind of airline will be covered How Southwest uses the word love as a promotional tool will be covered Southwests meaning of a triple crown winner while promoting itself will be covered Finally different innovations that Southwest has employed to make the airline stand out will also be covered Southwest has positioned itself as different to its customers by choosing to pass on as much cost savings to the customer as possible One of the cost savings that it passes on to the customer is in its choice to not assign seats to tickets thereby having no assigned seats for passengers There was a cost associated with adding this functionality to their system so they chose to not implement it and allow seating on their aircraft on a first come first serve basis This however may be changing as they have decided that it is no longer a huge cost for them to implement this into their current system Velotta RN 2003 Another cost savings that it passes on to its customers is in the choice that Southwest has made to not join one of the many travel websites on the internet such as Orbitz Southwest considers the amount of money that joining such an operation would end up costing the passenger too much so has decided against it Southwest uses the word love as a promotional tool It just so happens that the headquarters for Southwest is on Love Drive Southwests stock symbol is LUV Back in 1971 when the airline was born they had no money for advertising so they had to create a personality that would make them unique in the airline industry as well as generate as much free press as possible for itself Love was the theme and from there it grew Flight attendants wore bright red-orange hot pants and lace-up
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