Firefly Pricing Strategies
1.0 Introduction to Firefly
FlyFirefly Sdn. Bhd. operating as Firefly is a full-service point-to-point carrier and a full subsidiary of Malaysia Airlines. The name Firefly was chosen to describe the airline’s characteristics, which represent agility, brilliance, charm and fun. With unique description, Firefly is easily remembered and recognized. It has the potential to grow and command a brand premium in the community it serves.
Firefly is launched on 3th April 2007 and it is Malaysia’s first community airline. It is operated by Malaysian Airline System Sdn. Bhd. formerly known as FlyFirely Sdn. Bhd. It is a wholly-owned subsidiary of Malaysian Airline System Berhad. The head office of Firefly is located on the grounds of Sultan Abdul Aziz Shah Airport in Subang, Selangor. Firefly operates from two hubs which are Sultan Abdul Aziz Shah Airport in Subang, Selangor and Penang International Airport. Although Firefly is fully owned by Malaysia Airlines but it is managed by Firefly Sdn. Bhd. Firefly focuses on serving the dynamic Malaysia, Indonesia, Thailand and Singapore growth region which population consist more than 70 million people. Firefly aims is to bring communities closer by overcoming geographical constraints through their network, linking the world to the communities they serve and contribute to local economies by growing trade and tourism. The target market of Firefly has always been travellers both for business and also leisure. Travellers for both business and also leisure are potential customers of Firefly as it is a low cost airline providing great services.
2.0 Marketing Mix Strategies Marketing mix is a mixture of numerous ideas followed by a marketing representative in promoting a particular product or brand. The elements of marketing mix are often called the four P’s of marketing which are product, price, place and promotion. When marketing their products Firefly need to create a successful mix of the right product sold at the right price,
FlyFirefly Sdn. Bhd. operating as Firefly is a full-service point-to-point carrier and a full subsidiary of Malaysia Airlines. The name Firefly was chosen to describe the airline’s characteristics, which represent agility, brilliance, charm and fun. With unique description, Firefly is easily remembered and recognized. It has the potential to grow and command a brand premium in the community it serves.
Firefly is launched on 3th April 2007 and it is Malaysia’s first community airline. It is operated by Malaysian Airline System Sdn. Bhd. formerly known as FlyFirely Sdn. Bhd. It is a wholly-owned subsidiary of Malaysian Airline System Berhad. The head office of Firefly is located on the grounds of Sultan Abdul Aziz Shah Airport in Subang, Selangor. Firefly operates from two hubs which are Sultan Abdul Aziz Shah Airport in Subang, Selangor and Penang International Airport. Although Firefly is fully owned by Malaysia Airlines but it is managed by Firefly Sdn. Bhd. Firefly focuses on serving the dynamic Malaysia, Indonesia, Thailand and Singapore growth region which population consist more than 70 million people. Firefly aims is to bring communities closer by overcoming geographical constraints through their network, linking the world to the communities they serve and contribute to local economies by growing trade and tourism. The target market of Firefly has always been travellers both for business and also leisure. Travellers for both business and also leisure are potential customers of Firefly as it is a low cost airline providing great services.
2.0 Marketing Mix Strategies Marketing mix is a mixture of numerous ideas followed by a marketing representative in promoting a particular product or brand. The elements of marketing mix are often called the four P’s of marketing which are product, price, place and promotion. When marketing their products Firefly need to create a successful mix of the right product sold at the right price,
References: Man, E. T. (2009, 4 13). Firefly - Marketing analysis, discussion & recommendations. Retrieved from http://fyi-penang.blogspot.com/2009/04/firefly-marketing-analysis-discussion.html Dragon88, B Uherek, E. (2006, 7). Low cost carriers - impacts. Retrieved from http://www.atmosphere.mpg.de/enid/information_2/Low_cost_airlines_- Yanos, M Gupta, S. (2012, 7 16). Top 5 medical tourism destinations in world. Retrieved from http://www.easydestination.net/blog/?itemid=2136 Opportunities for malaysian aviation http://en.wikipedia.org/wiki/low-cost_carrier. (2010, 7). Retrieved from http://en.wikipedia.org/wiki/low-cost_carrier Firefly (airline)