PEGASUS AIRLINES

I. Brief summary of the case

II. Discussion of theoretical concepts a) Truly Customer Focused

b) More than Amenities

c) Love your customers

III. Questions & Answers

Brief summary of the case

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Pegasus Airline was founded in MAY 1989– In Turkey.

In 2008 Pegasus carried 4.4 million passenger.

The people who work here don’t think of Pegasus as a business. They think of it as a crusade.

Pegasus refers to it self as the “DELIGHT TRAVEL” airline

Pegasus have had strong competitors

COMPETITOR ANALYSISDOMESTIC COMPETITORS INTERNATIONAL

COMPETITORS

Discussion of theoretical concepts

a)Truly Customer Focused

b)More than Amenities

c)Love your customers

Truly Customer Focused

Develop to meet customer expectation and priorities. Put in place a yield management strategy for ticket pricing. Developed policy of customer satisfaction guarantee. Offers customer service experience at the airport. Operated a one class interior configuration. Provide 10% discount offer to international flights. Provide training and technical services for other local airline. Won “Best airline business price” in 2006 for innovative customer service. Achieved the most searched airline in Turkey on Google.

More than Amenities

In 2007 Pegasus was recognized as one Turkeys top brands.

Select people to exhibit those values while directing the right person to the right department at the right time.

Share plans with Air Berlin and IZ Air. Has charter and scheduled service to 70 airports in

Europe and Asia. Maximizing Turkeys short fighting opportunities and

promoted strong reaction. Changed the preference of air travelers. Developed its intern market over 19 destination within

Turkey. Term of weekly seat capacity , Achieved top 30 among

European airlines.

Love your customers

Aims to keep up with it customers even they are not flying.

Website titled “Pegasus listen to u”. (www.flypgs.com) Ensured successful service through safety, training and

developed employee. Creative Communication with its customer. Offer great destination and easy access to international

hubs. Uses efficient management techniques, delivering low

prices with a high quality service experience.

III. Questions & Answers

1. Give examples of needs, wants, and demands that Pegasus customers demonstrate, differentiating these three concepts. What are the implications of each for Pegasus’ practices?

Answer

* Examples of NEEDS : Pegasus customers need diversification.Examples of WANTS : Customers want to improve airline industry and reflect their opinions.Examples of DEMANDS : low-cost airline, many destinations they want to go, improved quality of services and many benefits related to customers.

* We can conclude the implications of each for Pegasus’ practices are customer-oriented company. In other words, they want to meet customer’s expectation.

III. Questions & Answers

2. Describe in detail all the facets of Pegasus’ product. What is being exchanged in a Pegasus transaction?

Answer* Pegasus gives customers many things. First of all, Pegasus is the first low-cost airline in Turkey. They create credit(loyalty) card to reduce insurance rate. They have refund strategy when departure is delayed to alleviate customers’ dissatisfaction. And they run social network relationship like Facebook, Twitter and Vodafone etc. Pegasus sometimes opens a event for free tickets. And they always try to listen customers’ voices to know better their tendency and thinking.

III. Questions & Answers

3. Which of the five marketing management concepts best applies to Pegasus?

Answer

* We saw Pegasus’ many activities to go happily together with customers. So we can call them a marketing-oriented company. Because marketing orientation requires something fulfill customers’ desire.

Thank you for your attention

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