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Rapid Rewards from Southwest Airlines March 17, 2011

Filed under: Week 9 — valariehafner @ 8:32 pm

Describe how the company/business used the four P’s to add value and/or promote
the product or service.

Rapid Rewards from Southwest Airlines

FX  “March Madness between 7 and 8 pm

Promotion: Shows 2 men in a go-cart type vehicle in the airport. The commercial is
a fun and eye-catching one that presents “red tape rescue” episode with
non-serious, fast paced music in the background. When a business man tries to
use his frequent flyer miles, the 2 men in the go cart say to one another that
“that airline is gonna nail that guy with restrictions when he tries to use his
miles”.  It’s then that huge ball of red
tape chases the man through the airport and he screams out to the guys riding
alongside him in the go-cart that he can’t escape the red tape. The southwest
guys have him jump on their vehicle saving him from the red tape and the end of
the commercial says “unlimited reward seats. No blackout dates. No red tape.”

Price: not specified

2.   What industry(s) is the product or service a
part of?

3.   Describe the target market (ie. what segments
are being targeted)?
Business people age range of 34 to retirement, who fly a lot
in their jobs.

4.     What
unique value is the company trying to convey with the product or service?
That unlike other airlines who
treat their customers badly and try to nickel and dime them with offers they
put out, Southwest is a safe airline that is fair and offers unlimited reward
seats, no blackout dates, and no red tape.

5.     Does it work? Why or why
not? Any general observations?
Yes, not only is the commercial interesting and funny, it also makes
southwest a seemingly friendly company with the customer in mind.


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