Spirit
Airlines, the leading ultra-low-cost, no-frills carrier; the worst
all round Carrier charges for every service besides the basic fare.
For this purpose, this paper will discuss the Carrier ticket
distribution channels, pricing strategy and product promotion.
Direct and Indirect marketing channels.
Generally, Spirit airlines distribute tickets through both
Direct and Indirect channels. With direct distribution, the
airlinesells
tickets via direct contact with customers. Consequently, the
indirect channel involves selling through channel intermediaries
like wholesalers and retailers.
Direct Channel
Firstly, Spirits lowest-cost distribution channel is
Spirit.com, seventy-eight percent of ticket sales are made through
this channel; therefore, lowest fares offer to customers, appear
only on their website. Ordinarily, the advantage of this channel
eliminates markups or commissions to intermediaries. One
disadvantage; however, means
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Similarly, the
airline date released fares to OTAs, if allowed to withhold the
lowest fares from this distribution channel.
Economy Pricing Strategy
Low quality, no frills, lowest price base fare are features
of the economy pricing model. Since Spirit Airline adopts 'the a la
carte pricing model,' the basic fare paid buys only the flight
itself and frills are charged separately. Furthermore, the airline
asserts that customers should only pay for the services they
request and should not subsidize other customers needs.More so,
Spirit assumes that lower fares will stimulate the demand for air
travel by attracting customers who would otherwise use other means
of transportation. Hidden fees and questionable policies are
dubious distinctions of Spirit Airlines.
Product Promotion with examples.
Spirit promotes their product through advertising, Sales
promotion and
Other samples, services and questions:
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