MARKETING AND BRANDING

Consumer Marketing and Branding Strategies



Consumer Marketing and Branding Strategies

Introduction

JetBlue Airways is an airline U.S. low-cost belonging to the JetBlue Airways Corporation (NASDAQ: JBLU). The paper is based on the analysis of the conumer market and branding strategies in two foreign markets, Mexico and U.K. The Domestic country for JetBlue airlines is United States of America, whereas, U.K. and Mexico are foreign countries in this case.

Mexico

Consumer Analysis

Religion

87% of the Mexicans are Catholic. The Roman Catholic Church in Mexico consists of 18 archdioceses, including the largest the Archdiocese of Mexico, and from 73 dioceses and 3 Territorial, as well. There is a growing Protestant minority of 7.5%. The Anglican Community of Mexico is of the Anglican Church of Mexico represented, with six dioceses. 3.5% of the population describe themselves as belonging to no religious community and 0.36% for other religions, including the Islam (Bozyk, 2006).

Education

The Secretaría de Educación Pública (SEP) is the Mexican education - and the Ministry of Culture, responsible for the education and culture. The ministry develops and delivers educational programs teaching aids. During colonial times, the Catholic Church was responsible for the formation. After Mexico's independence, the first foundations of the public education system were established. In Mexico, education is compulsory for primary and secondary education (9 years). School attendance is free. In 2004, the literacy rate for young people up to the age of 14 years was 97%, and 91% for over 15 years, so that Mexico is on 24th World ranking, according to UNESCO (Bozyk, 2006).

Economy

In 2006, the Mexican economy grew by over 4.5 percent, the highest in six years under former President Vicente Fox, achieved thanks to the economic stability, high oil prices and buoyant exports and domestic demand. Macroeconomic performance strengthened, with low interest rates and inflation, which stood between 3.5 and 4 percent on average. In 2006, the inflow of remittances from Mexicans abroad also exceeded 20 billion dollars, higher than last year and surpassing foreign direct investment and tourism revenues. Analysts estimate that GDP growth in 2008 reached 4.54%, a figure that exceeds the increases achieved during the current year (Bozyk, 2006).

Consumer trend's for services

As the country is small, people in Mexico use airline services for the purpose of travelling to other countries only. There are many people in the country who travel to different places in the world for different purposes. Therefore, the customer trends towards this industry are responsive (Crandall, Paz, et al, 2004).

Market Segmentation

Mexico has been segmented as a low income market, when compared with other countries. This is because people mostly travel through roads, even when visiting U.S.A (Crandall, Paz, et al, 2004).

Options for Local Marketing Strategies

Marketing strategies can include things like price cut, which would compel consumers to use airline services, instead of road transportation. Moreover, marketing can also be done for those who want to visit different places as tourists (Crandall, Paz, et al, 2004).

Branding Strategies

As the market does not have the potential of high growth, JetBlue can adopt the strategic alliance strategy of branding ...