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Southwest Airlines emphasizes the importance of a relationship between top management and the front line employees. They have developed these values over the past 30 years from experiences. These models have three components the relationship tostrengthen by providing credible and caring leadership and to care for long-term supplierrelationships. Second, they have simplified the product component; products available to passengers have been simplified to snacks instead of meals, single class seating, and no reserved seats. Thirdly, the structure in point to point routes and the 737-300 aircraft platform has simplified operations in addition to making them more cost effective (Gittell, 2003). Southwest Airlines Marketing Southwest Airlines has been flexible in the past 47 years by differentiating themselves from other low fare carriers. They continue to be the larges carrier that originates domestic passengers and are steadily expanding to international locations. Their 2010 marketing campaign of “Bags Fly Free” is an emphasis and reminder to potential customers that other airlines will charge them for their luggage. They have recycled their slogans such as “Free Bags Fly here” and I carry Free Bags” branded on their aircraft using their most visible assets to market their promotions (Southwest Airlines, 2010). In the past, since 1971, Southwest Airlines has marketed promotional fare campaigns from the 1971 $10 “night fare”, “half fare” $13 1971, “suitcase party” 1986, “kids fly free” 1991, and “friends fly free” 1996 (SWA, 2017). The promotions and marketing are reflective of the corporate culture developed at Southwest Airlines. In a 13
Running tittle: Southwest Airlines2015 interview with Kevin M. Krone the Vice President of Marketing and Chief Marketing Officer of Southwest Airlines he relays the importance of conveying the corporate culture and atmosphere in a genuine ability. They typically use actual employees in television advertising. Southwest Airlines as also invested in their social media management they listen and respond to social media inquiries and displeasure concerns and respond in an efficient matter. This simple action is a human being interaction that is handled the same way as a face-to-face interaction (Krone, 2015). Competitors have also stood out in their marketing but for different reasons. Spirit Airlines a fast growing low airline competing with Southwest Airlines in domestic and international service focuses their marketing on controversial practices. Spirit began in 1980 and since has developed various controversial marketing campaigns. 2006’s “Hunt for Hoffa” a labor leader that was suspected to have been murdered appeared on the Spirit website encouraging passengers to dig for the slain labor leader’s body. In 2007 Spirit promoted their campaign: “MILF” meaning: Many Island Low Fares as a 1999 reference to the movie “American Pie” with sexually explicit entendre.