Jet Blue Marketing Mix

  • Length: 714 words (2 double-spaced pages)
  • Rating: Excellent
Open Document

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Text Preview

More ↓

Continue reading...

Open Document

When a business aims to be as successful as possible in selling its products and services, it must examine in detail whether or not the products will be attractive and necessary; if the price is optimal; if the product is being distributed in the best locations; and finally, how interest and awareness can be created for the products. In order for a business to target all of these elements at the right people at the right time, it must employ the right type of marketing mix: Product, Price, Place and Promotion.

In a dysfunctional time for the airline industry, most airlines, especially major carriers, are adapting the concept of "doing less with more." One low-cost carrier, JetBlue, is changing the domestic aviation landscape in this regard and is defying the odds. Here is a company that has examined each marketing mix elements carefully, has adapted them to its customer’s needs, and is succeeding because of this approach.

With regard to Product, JetBlue is cornering the marketplace with its productivity, in-flight features, and customer service. Due to the fact that the company only purchases new planes of a single type, maintenance downtime is reduced and it is able to keep its planes in the air. In fact, JetBlue maintains the highest in-air average in the industry. Additionally, JetBlue employs an "operational recovery tool" technology that allows planners to minimize flight cancellations and delays. On board, JetBlue prides itself on treating all customers as equals and providing more comfort than other airlines. Features that draw customers in include assigned seating (contrary to its competitor, Southwest Airlines), leather seats, more leg room, and superior on-board service. Furthermore, JetBlue is one only a few airlines that offers each passenger free Direct TV and XM satellite radio entertainment. Finally, with regard to customer service, JetBlue focuses intently on attracting and motivating a talented workforce. The company gives each employee a sense of ownership in the operations. This value and respect bestowed on each employee translates into a motivated, productive workforce that focuses on customer satisfaction and exceeds consumer expectations.

Although JetBlue focuses on service value through highly productive personnel and aircraft, potential consumers are still interested in value when they fly; the Price aspect of the marketing mix. Customers are interested in quality service at a reasonable price.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

How to Cite this Page

MLA Citation:
"Jet Blue Marketing Mix." 23 Jun 2018
Title Length Color Rating  
The Marketing Mix Essay - The Marketing Mix The objective of this document is to gain an understandable idea of the marketing mix. The marketing mix is an indispensable element of every firm’s marketing arrangement. The marketing mix includes four key facets recognized as product, place, price, and promotion. The mix is the arrangement of the entire four groups in which a thriving marketing movement is generated. In an effort to identify with the elements of the marketing mix every category should be examined independently and the link connecting each one of the marketing blend or mix must be tackled....   [tags: Marketing ]
:: 5 Works Cited
1459 words
(4.2 pages)
Powerful Essays [preview]
Marketing Mix Essay - Marketing Mix Paper What are the elements of the marketing mix. There are four elements, which are product, place, price, and promotion. Organizations use these four elements of the marketing mix to make a profit on the product or service that they offer. The following will discuss the four p’s of marketing, and describe how each one of the four elements of the marketing mix impacts the development of a specific organizations marketing strategy and tactics. Four Elements of the Marketing Mix To begin, the first p in the marketing mix stands for product....   [tags: Marketing Mix Economic Theory Paper] 827 words
(2.4 pages)
Strong Essays [preview]
Essay on Jet Blue - Jet Blue has an opportunity to remain cutting edge in the airline industry by continuing to be low-cost and expanding carrier. A great market for Jet Blue to expand to would be towards the Caribbean's. As well as possibly lobbying Washington to lift travel sanctions in Cuba, which at one point was a major vacation getaway for Americans. This opportunity fits into Jet Blues current business model of short distance flights at a lower cost than the competition. Jet Blue is a shinning star in the gloomy airline industry....   [tags: Business Analysis Management Strategy] 1411 words
(4 pages)
Powerful Essays [preview]
The Marketing Mix Essay - The Marketing Mix Introduction Setting the right marketing mix for the product or service means that it including all of the important bases in marketing strategy. The marketing mix is generally established as the use and requirement of the 4P’s which is describing the strategic position of a product in the marketplace. One version of the beginning of the marketing mix starts in 1948 when James Culliton said that a marketing decision should be a result of something related to a methods and he described the marketing manager as a “mixer of ingredients”....   [tags: Business Marketing] 1438 words
(4.1 pages)
Powerful Essays [preview]
Marketig Mix Essay - Marketing Mix The success of a company relies greatly upon proper marketing. A company must have a proper mix of all the elements and marketing efforts in order to produce desirable sales results. This mix will include the variables and tools a company will use to satisfy the business objective and the needs of their potential customers. This mix which is determined by marketing research and experimentation is commonly known as the marketing mix. This mix consists of four variables which the business world often refers to as the "Four P's"....   [tags: Business Marketing] 1557 words
(4.4 pages)
Strong Essays [preview]
Marketing Mix Essay - Abstract The marketing mix is for the most part made up of four elements, and they are product, place, price, and promotion. These elements are time and again referred to as the four P’s. Countless sources will portray the marketing mix as a formula used in creating a feasible marketing strategy, with each component utilized in various ways and in different intervals supported depending upon the product or service the group or individual is attempting to market. The marketing mix will be described using three sources to illustrate the elements of the marketing mix....   [tags: Business Marketing] 1550 words
(4.4 pages)
Powerful Essays [preview]
Marketing Mix Essay - Marketing Mix Paper Introduction Purpose: Organizations use elements of the marketing mix like a chef uses the elements of a recipe. If an element of a recipe were used alone, the end product would not taste very good, but if the elements are used in the right proportions, the recipe works. Organizations use the elements of the marketing mix in the same manner. The purpose of this paper is to describe the elements of the marketing mix, product, place, price, and promotion. The paper will use an organization to describe how each of the four elements of the marketing mix affects the development of the organization's marketing strategy....   [tags: Business Marketing] 1416 words
(4 pages)
Powerful Essays [preview]
Marketing Mix Essay - The term marketing mix is defined as a set of marketing tools that the firm uses to pursue its marketing objectives in the target market. The marketing mix is an essential part of the formulation of a firm’s marketing strategy. It is important for an organization to have a good understanding of the marketing mix. Each element is important when developing a marketing plan. Traditionally, the marketing mix consisted of four broad categories of variables known as the 4 P’s: product, place, price and promotion....   [tags: Business Marketing] 1249 words
(3.6 pages)
Strong Essays [preview]
Marketing Mix Essay - Marketing Mix The "Marketing Mix" is a term used to describe the combination of tactics used by a business to achieve its objectives by marketing its products or services effectively to the customer. It is also known as the 4 P's Product, Price, Promotion, and Place. The marketing mix is also known as the '7 P's', when you add people, process, and physical evidence to the first four. The importance of the marketing mix is for businesses to make sure they are marketing- o The right product to o The right person at o The right price in o The right place and at o The right time (The Chartered Institute of Marketing,2004) The mix of the 4 P's, must reflect the wants and desires of the con...   [tags: Business Marketing] 1654 words
(4.7 pages)
Powerful Essays [preview]
Marketing Mix Essay - Marketing Mix In developing a marketing strategy, the four p's of marketing must be addressed. These are product, price, placement, and promotion. These all work together to help reach maximum potential in a marketing strategy. Product is anything that is marketable. This can be a service, physical item or an idea. It is important to define what the product is, in order to define the target market....   [tags: Business Marketing] 1078 words
(3.1 pages)
Strong Essays [preview]

Related Searches

In this regard, JetBlue excels, doing things that their competitors cannot or will not; offering the cheapest fares, cross-country. With its low-cost strategy, JetBlue has found that it can increase market share and dazzle customers with top-quality at lower prices. This combination has generated a significant competitive advantage for other airlines to surmount.

In terms of Place, JetBlue continues to analyze the market. Through an investigative study, the company determined it was best not to compete in the New York-Boston and New York-Washington shuttle markets with the current dominance of Delta and US Airways shuttles. However, JetBlue is considering giving major airlines a run for their money as they consider to enter the high-demand Caribbean market.

Lastly, with regard to Promotion, JetBlue surprisingly has quickly garnered a loyal, satisfied group of flyers which has led to repeat business. As JetBlue has discovered that attracting new customers and customer turnover can be costly, the company focuses strong attention on customer retention through its high quality/low cost strategy and free word of mouth advertising. This approach helps increase the company’s profit margin and simultaneously reduce costs.

“JetBlue demonstrates that with the right people, the right product and the right cost structure, airlines can grow, even in this current, challenging environment” (Dodds, 2007). In an effort to maintain a leading edge, Z-Wing can learn from JetBlue’s marketing mix, described above. In addition to upgrading aircraft, introducing new long-haul jets, launching its ‘In Touch’ service, and implementing a new customer relationship management system, Z-Wing may find it beneficial to benchmark specific strategies from JetBlue. Tactics such as lower fares, higher quality service, new and standardized aircraft, and customer retention could prove to help increase profits, lower costs, reduce customer turnover, and redefine the company as a “different kind of airline;” one that customers would prefer over the competition.

Dodds, B. (2007) JetBlue Airways: Service Quality as a Competitive Advantage. Journal of Business Case Studies. Retrieved August 17, 2008 from

Return to