Sales Promotional Campaign of Turkish Airlines Essay

Sales Promotional Campaign of Turkish Airlines - Essay Example Because of the company's success in capturing a larger volume of passenger as compared in 2006, and aims to increase the passenger traffic by 28% this year. (Focus on Travel News, 2007a) For this study, the student will concentrate on examining and analyzing the sales promotion campaign that has occurred in Turkish Airlines over the past two years. In the process of discussing the sales promotional campaigns made by Turkish Airlines, the student will concentrate on applying the marketing principles in each promotional activity that will be discussed in the study. The main purpose of sales promotion is to stimulate consumers' interest in developing a long-term business relationship with the airline company. (Kotler, 2000: p. 598) As a result of providing the general public with free management-advisory service with regards to the products and services offered by Turkish Airlines, sales manager are expected to develop sales promotional strategies that could attract new customers and/or frequent brand switchers. In most cases, this can be done by offering the public with low price yet high quality services. As soon as sales managers are able to capture a portion of its target market, managers should be able to satisfy the customers' individual needs to increase loyalty of its customers. For Turkish Airlines to be able to develop and implement effective sales promotional activities, sales managers should carefully identify its target market and target audience for each sales promotional campaign. Even though the target markets of Turkish Airlines are the local and international travellers, a large portion of its sales have been reported to be coming from the local citizens of Turkey. (Ogutcu, 1998) For this reason, the company should also focus on reaching the international markets to enable the company increase its global market shares. Offers '111 on Specific Destinations Since December 2006, Turkish Airlines declared to offer a one-month special destination sales promotional campaign at '111 on economy class and '333 on business class each month. (Focus on Travel News, 2007c, 2007e, 2007h, 2007i) By publicly announcing special destination promo throughout the entire month, Turkish Airlines was able to effectively capture the interests of the local citizens