Aeroflot

Aeroflot's attempt to become a worl

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d-class airline has been hampered by a poor safety record, bad food, surly service, dilapidated cabins and frequently canceled or late flights. “Light on its feet,” is the headline used in this promotion. With some major problems involving customer service and overall product service to the consumers, Aeroflot searched for the right way to bring back their name to the market.

The meaning behind that advertising campaign using the elephant as the company symbol showed that something big like an airplane could fly freely in the sky. The image the airline has selected for itself in its advertising campaign attempts to convince skeptical consumers that the airline has solved its safety and service problems. The campaign uses magazine, billboard and TV commercials, and features a flying elephant with a slogan that translates into "light on its feet. That is the exact same attributes of the service they provide that Aeroflot had the worst problems with. This promotion went against rival private Russian airline, Transaero, which built passenger loyalty by stressing good service and on-time flights. This did not hurt them when they where the only airline in its market, but when competition comes in, things begin to change. Another problem with Aeroflot is that paid customers had occupied only 60% of their seats on flights.

The next step for Aeroflot was to research and develop which marketing mix would help bring them back to an international airline. " The not so subtle message means that if elephants can fly, so can Aeroflot (http://www.

Common topics in this essay:
Union Aeroflot, , market share, russian airline transaero, private russian airline, market share aeroflot, private russian, advertising campaign, share aeroflot, russian airline, airline transaero, light feet,

Approximate Word count = 371
Approximate Pages = 1 (250 words per page double spaced)

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