This document discusses EgyptAir's service marketing mix (7 Ps) - Product, Price, Place, Promotion, People, Process, and Physical Evidence. It provides details on each P, including that EgyptAir offers core transportation services along with supplementary services like food and entertainment. It also discusses how EgyptAir determines pricing, distributes tickets through various channels, conducts promotions, trains employees to focus on customer satisfaction, and uses physical cues on aircrafts and in offices.

1. Advanced Marketing Management
Ahmed Bahnas
Dr.Amr Khair Eldin

2.  Introduction :
Services are distinguished from products mainly
because they are generally produced at the
same time as they are consumed, and cannot be
stored away or taken.
An enhanced marketing mix needs to be
deployed. Its Not About Simply Reaching Out to
Customers With the Right Service. But, Its Also
About Creating That Right Desire to Possess
The Service.
Services are Deeds, Processes, and
Egyptair Service Marketing Mix (7
Ps)

3.  EgyptAir :
- EgyptAir is the world-famous , national airline
of Egypt, based in the city of Cairo .
- Over 80 years , has experienced , When
EgyptAir started operation on 7th May 1932 .
- Currently , EGYPTAIR has 73 aircraft serving
85 destinations in 60 Countries with over 1200
weekly flights .
Egyptair Service Marketing Mix (7
Ps)

4. Product Price Place Promotion People Process
Physical
Evidence
Egyptair Service Marketing Mix (7
Ps)

5. Product Price Place Promotion People Process
Physical
Evidence
Egyptair Service Marketing Mix (7
Ps)

6.  Product :
Egyptair Service Marketing Mix (7
Ps)
Core
• Transportation
Supplementary
• Check in
• Food on board
• Connecting flight
• Complementary gifts
• In-flight entertainment
• Frequent flier
programs
Augmented
• Online booking
• Variety of meal
options
• Pick up and drop
service
• Mobile ticketing

7. Egyptair Service Marketing Mix (7
Ps)

8.  Price :
Based on :
 Class of travel
 Load factors
 Date of travel
 Day of travel
 Profit margins
 Competitors pricing
Egyptair Service Marketing Mix (7
Ps)

9.  Place :
Egyptair has a wide distribution channel that
gives easy access to its customer.
Tickets can be booked through various channels
:
 Direct office (Domestic or Global)
 Tour Offices
 Travel Agency
Egyptair Service Marketing Mix (7
Ps)

10. Egyptair Service Marketing Mix (7
Ps)

11. Egyptair Service Marketing Mix (7
Ps)
Promotio
n
Advertising
Sales
Promotion
Direct
Marketing
Personal
Selling
Public
Relation
WOM
 Promotion :

12.  Promotion :
1- Advertising :
Media & Press Releases
Egyptair Service Marketing Mix (7
Ps)
Promoti
on
Advertising
Sales
Promotion
Direct
Marketing
Personal
Selling
Public
Relation
WOM

13.  Promotion :
2- Sales Promotion :
- Premiums and gifts
- Fairs and trade shows
- Exhibitions
- Coupons
- Rebates
- Entertainment
Egyptair Service Marketing Mix (7
Ps)
Promoti
on
Advertising
Sales
Promotion
Direct
Marketing
Personal
Selling
Public
Relation
WOM

14.  Promotion :
3- Direct Marketing :
- Email
- Telephone
- Telemarketing
- E-shopping
- Catalogs
Egyptair Service Marketing Mix (7
Ps)
Promoti
on
Advertising
Sales
Promotion
Direct
Marketing
Personal
Selling
Public
Relation
WOM

15.  Promotion :
4- Public Relation :
- Sponsorship in charities events
- Sponsorship in public events
- Branding
- Handle crisis
Egyptair Service Marketing Mix (7
Ps)
Promoti
on
Advertising
Sales
Promotion
Direct
Marketing
Personal
Selling
Public
Relation
WOM

16.  People :
It’s important element for any service firm because
customers can’t separate the product or service from the
staff members who represent the business and aiming
to customer satisfaction.
In EgyptAir they increase staff awareness through :
 Training courses given to employees in collaboration
with major training centers inside Egypt and world
wide .
 Setting an annual plan for staff training .
 Working on culture change .
 Provide customers with unparalleled service “new
department has been established for customer
Egyptair Service Marketing Mix (7
Ps)

17.  People :
Cabin Crew Land
Crew
Egyptair Service Marketing Mix (7
Ps)

18.  Process :
Egyptair Service Marketing Mix (7
Ps)

19.  Land
 Arrive at destination
 Disembark
 Immigration
 Bag retrieval
 Customs
 Leave Airport
 Fasten seat belt
 Safety demonstration
 Informational
announcements
 In flight entertainment
(Food, Newspapers,
Audio/Video)
 Travel to airport
 Check in (Bags, Seats,
Passport)
 Passport control
 Process :
Egyptair Service Marketing Mix (7
Ps)
 Decision to make
trip
 Select carrier
 Make reservations
 Pay
 Documentation
 Confirmation
 Process to gate
 Board to gate
 Board aircraft
 Stow hand baggage
 Offers
 Membership
 Booking as loyal client
 Follow up
 Book next flight

20.  Physical Evidence :
Egyptair Service Marketing Mix (7
Ps)
On The Flight
 Aircraft
 Seats
 Cleanliness
 Uniforms
 Baggage
 Labels or tag
On The Ground
 EgyptAir Building
 Booking offices
 Paper work
 Brand logo
 Tickets

21. Egyptair Service Marketing Mix (7
Ps)