Target Markets of British Airways and Lufthansa

British Airways and Deutsche Lufthansa AG are the most prominent European giant airlines. Serving more than 47 million and 142 million people annually, accordingly, the companies generated total revenues of 13,021 Million euros and 38 Billion euros, in 2018. The dominant strategy of both companies is on investing in customers. Nevertheless, do you think it is advanced essential to acknowledge the right target segment and have a narrower focus on applying strategies? So, who are the target markets of British Airways and Lufthansa? Why did the companies precisely choose these segments, and what successful campaigns were established?

Let’s commence with discussing the some of the campaign examples that British Airways used.

Recently, Avios and British Airways launched a new campaign that encourages people to book tickets to Madrid. Instead, the customers will obtain reward points and use them on car rentals, hotel stays, ticket bookings, other experiences, etc. The partners created a VR video ad centered on 360-degree footage showing Madrid’s popular places like the Temple of Debod, San Miguel Market, and Retiro Park.

The campaign was established to provoke customers’ enthusiasm and lead them to visit the city and admire it in reality. The ad was published in Sunday Times Travel Magazine, and posted on YouTube Channels and Tesco Stores. Are you going to depict what kind of enormous turnover and fame did the company get due to this campaign?

Its time to dive deeper into the communication strategy of British Airways.

British Airways converted its slogan from “The World’s Favorite Airline” into “To Fly, To Serve” for more than a decade. The company was meant to note its stress on customers as the foremost center of its functions.

British Airlines has launched enhancing the quality of service, innovative opportunities, and customer satisfaction. What have they done? To evolve more easy-to-navigate websites and apps, renovate the menus, especially the wines’ sector, to give the staff devices like iPad to help them to manage their work more efficiently.

The CEO of British Airways once said that “The motto ‘To Fly. To Serve.’ is part of the DNA of British Airways. It is on our coat of arms, and it is worn in crew uniforms. And it has real meaning and resonance for today. It encapsulates our expertise for flying and our commitment to customer service. It describes our purpose.”

This means that the company wants to invest in substantial upgrades and internal projects where they think the statement clearly points out their destination in a few words. The company had invested £5 billion on customer products and services for purchasing new aircraft and advanced lounges on the ground and in the air.

Are you already curious about the target audience of British Airways?

To discover it, let’s discuss the following commercial of British Airways?

The commercial is in honor of the celebration of British Airways’ 100 years in the sky. The company, marking its centenary, appreciated people who flow with them, worked and partnered with them. The voyagers, where some of them were famous stars like Gary Oldman, Olivia Colman, Nicola Adams, etc.

The prominent people were asked to help British Airways celebrate 100s anniversary. They gave credit for being privileged to take part at BA100 and thanked the company for the style, safety, and service the staff had provided them with. 

You see the heartwarming environment that the company made to commemorate the day abandoning unforgettable and noteworthy moments. The passengers drink tea, sing, and have cheerful instants together like a family that belongs to British Airways.

From the style of unity, their way of clothing, and approach to each other, we can assume that they belong to Traditionalists’ segment that the company tries to engage more of those people. 

Who are Traditionalists?

Liestyle and Values

Traditionalists endeavor for running properly arranged and peaceful life as a priority. They value adherence towards their families and in long lasting relationships. Family, especially their kids, are the prime epicenter of their attention and commitment.

From their very point of view, the family is one’s reflection. As morality perfectly matters for Traditionalists, they are tended to work in an ethical environment putting forth honesty in their job. In lieu of their hard and devoted work, Traditionalists anticipate recognition and respect from their colleagues.

Attitude to Shopping

The target segment is used to buy clothes, not for style but for their convenience. They usually have an actual look; however, sometimes, they become impulsive while shopping. Traditionalists like trying new brands and products.

They are considered to be early adopters of new trends. Nevertheless, they want to purchase cheaper goods from down-markets. Special offers and discounts are their motivators for going shopping. The quantity is more crucial than quality. 

Traditionalists are not prone to visit lively places, nor folk or cultural festivals. They like hanging out at home and watching movies or dealing with games with family members and friends instead of going out. The target segment is not much inclined to travel abroad.

Interesting Facts about Traditionalists

• One of Traditionalists’ dearest leisure activity is to hang around with family, enjoying a delicious meal together, or visiting familiar places once a year on holiday time.

• The target segment shows no interest in arts and culture. Moreover, reading is not a point of their ‘must-to-do’ list; however, they strive for their children to be intellectually outstanding through books. 
• Food plays a fundamental role in Traditionalists’ life. It is more than essential for them to make sure they feed their family members organic and healthy meals full of vitamins.
• People of this target segment like to keep their homes snug and amusing. For this reason, Traditionalists read various magazines and articles to maintain and even make their houses more charming.

16 Personalities (Which one is for your business?)

The airline market is a delicate one to operate in. The competition is high, and companies like British Airways and Lufthansa keep the drive of the market going. The service industry is different in its nature. The role of knowing your customers is much higher, and an accurate segmentation strategy comes to help. This time, our targeted segment is the Traditionalists.

The name says itself; they strive for safety and stability and seek a peaceful and secure future for their kids and family. They are family protectors, focusing on raising kids properly, and even sacrificing their careers to make sure they achieve that. 

The services of British Airways target the Traditionalists because of the qualities discussed above. A thorough analysis of the buyer persona resulted in developing the proper service for customers. This is a clear example of how important it is to adjust products/services to the behavior of customers. Welcome to our book 16 Personalities! It is the encyclopedia of buyer personas, where you can find the whole spectrum of segments, with different life preferences and values. Your business won’t be the same after our e-book!

It’s time to move on and explore a campaign example of Lufthansa Airlines

Lufthansa launched a new campaign to motivate people from India to visit #LifeChangingPlaces with their airlines. They pledge to help people to discover their inner talents, who they are, and who they can be due to traveling to other places.

The company narrates about an Indian IT Specialist who traveled to New York City with Lufthansa and found out his inner curiosity and inspiration towards music. Visiting a Jazz festival in New York, the Indian man gave up his career as a Web Developer and commenced to work as a music teacher when he turned back to India.

The company puts forth the idea of disclosing new adventures and experiences for people who seek for opportunities for self-expression and advancement. Moreover, the company points out the beliefs of their customers that they appreciate the most are trustfulness, quality, and inspiration.

Now let’s discuss the communication strategy of Lufthansa.

Lufthansa made its slogan claiming “Say Yes To The World.” What did you acknowledge from the first sight looking at the image and reading the statement? Did it abandon a new breath of launching something completely up-to-dated? The company aims to open a new world full of adventures and challenges for its customers suggesting flights to different destinations.

To do so properly, Lufthansa Airlines surveyed people from Munich, Shanghai, and New York cities, asking them why they love the world. The answers were varying and peculiar; however, the illustrious idea was the same: how fabulous the world can be that one needs to discover during journeys with Lufthansa.

The company also had exerted a raffle establishing the new slogan that gave potential customers a chance to win tickets and travel to a destination from their choice (from Lufthansa’s destinations list) by simply selecting the “Yes” button. The prizes were also appealing: two round-trip tickets for continental or intercontinental flights in Business and Economy classes depending on the participants’ won places.

Adventures, daring, and thrilling journeys were waiting for the lucky ones, without denying promoting Lufthansa Airlines.

It’s time to move on, and continue our discussion about the segmentation strategy of Lufthansa.

What do you think what target segment does the company opted and how is it special to them? To know more, firstly, let’s watch the commercial below.

The commercial starts with a scene where a British guy and an old man, wearing scarves, noted “England” on it, were speaking to each other. They were going to fly; however, things went wrong, and the British guy was compelled to fly with Lufthansa airlines. It was supposed to have a flight with Germans who were fans of the World Cap League of Germany side. 

Firstly, the flight with the Germans was hardly tolerable. The passengers were watching the World Cap when the crowd simultaneously stood for releasing a happy shout as their national football team made another goal.

It was sufferable to stay in such an environment longer where even the process of serving a beer was in Deutsche style. However, the main reason British guy’s sufferings were the undeniable fact that England did not experience victory since 1966. 

Soon the British guy opened his eyes and perceived that it was just a tricky dream. Even though German football fans were sitting on the same airplane, nothing similar to his dream happened during the flight with Lufthansa. The commercial ends with a message telling “Fly like a world champion.”

People in the airplane were tolerant and respectful towards each other while ignoring biases and prejudice related to their different views. They were open-minded, positive, and ambitious people who seek challenges and new facets of life.

They were more self-focused and socially conscience. That’s why the airline gives everyone a chance to feel like a world champion while flying with their company. These characteristics noticed from the commercial are prone to the target audience called Balancers. 

Who are Balancers?

Lifestyle and Values

Balancers are fulfilled with inspiration to achieve the most out of everything, due to their patience and hard work. They always strive to balance every aspect of their life equally, like the career, job, family, friends, etc.

Balancers have a long-term approach to vital decisions. Having and maintaining a stable and trusting family is essential for them. Honesty, sincerity, and the ability to stay true towards close ones is the cornerstone in relationships for Balancers. 

This segment belongs to the list of university graduates and extra knowledge hunters. They are open and curious about entering and exploring new spheres of career, as they believe in the significant role that professional advancement plays. Job is not just a source of income for Balancers but a chance for prosperity.

They are opinionated people but do not seek for contentious debates referring to tiny issues. 

Shopping Preferences

Balancers are one of the early adopters of new brands and products. They do not spend much time investigating a good; thus, one can appeal to them either immediately or cannot.

Balancers will purchase a good if they are sure they will use it or have some information about even if the item is not a cheap one. The target segment prefers quality above quantity. They are brand loyal customers; however, it is not about being loyal merely for a well-known brand. 

Other Interesting Facts

• Sometimes, Balancers feel guilty for failing to balance their time appropriately for family and job, or family and friends. 
• Balancers like to be spontaneous; however, they sometimes need someone’s control over their work as another man responsible for an affair. It gives them a sense of security. 

• This segment does not have hobby options as they avoid spending extra time on things that are only for themselves. They are more fond of having time simply with their family members. 

We hope the blog post about targeting strategies of British Airways and Lufthansa efficiently assisted you to find out answers of the question you were interested in. For more similar blog posts check out the main page of our website.