It is no longer
enough to satisfy
customers. You must
It is more important
to do what is
than what is
-EGYPTAIR is the world-famous, national airline
of Egypt, based in the
city of Cairo.
-Over 75 years, has experienced,When
EGYPTAIR started operation on 7th May 1932.
-Its 2 aircraft carrying 4 people between Cairo
-In 1960 it was the first in the Middle East and
Africa to use the Comet C-4 jets.
-Currently, EGYPTAIR has73 aircraft serving
85 destinations in 60 Countries with over
1200 weekly flights.
-The airline has stakes in
%)20(Smart Aviation Company
-In 2004, EgyptAir became the first IOSA
certified airline in Africa. In 2006.
-Egypt Air rated as a "3 Star Quality Certified
-In 2007, EgyptAir's passenger traffic increased
by 21% to 7.8 million passengers.
-In 2008, EgyptAir's passenger traffic increased
by 6% to 8.2 million passengers.
-EgyptAir became the 21st member of Star
Alliance in a ceremony held in Cairo on 11 July
Transport and travel
to specific destinations.
: Prepared them with
Marketing research in the early days, to increase
sales than to understand customers
Over time, marketers increasingly recognized
the importance of understanding buyers,
Focus groups, questionnaires, and surveys.
According to an old Spanish saying, “To be a
bullfighter, you must first learn to be a bull.”
A Five Steps Process
What information do I need?
Actually we was asking about both the
Advantages & the Disadvantage .
Why do I need this information?
We need that information so we can
Investments for the advantages , and find
Solutions for the disadvantages.
Designing the Research plan calls for decisions on:
while I was at the Egypt Air Travel Agency, I watched a
situation .. A customer was upset becouse of
ignorying him and late to book a ticket becouse of
problem at the reservation program system
They all gathering on they have Delay
situation with the Egypt airlines.
No enough places for hand-bages.
Very old plane.
The uncomfortable , Stains and Trash.
Monitors bad quality.
Food and Services below Star Alliance
No seat allocation even though I have been
confirmed by the agent
The plane was dirty
Business seats 45⁰ with no leg support
legroom was quit poor to put a laptop
Lights didn’t work.
Crew appeared tired and upset.
Lavatories dirty and bad.
Entertainment system 10 years old.
Crew was smoking on board.
Passangers askes ,crew ignored
It was cold and no enough blankets.
They had a problem with their computer
No one said thank you or good bye
Staff were good with family
The best pilot
We appled the research with around
25 passangers and 2 travel agency
Probability Where sampling error could
be measured • Cluster Random Sample
When cost & time in Probability
sampling is high
• Convenience Sample
1. Star Alliance.
2. Direct distenations.
5. Government Company.
6. The best pilots
4. Technical problems.
1. New distenations.
2. Tourism attractions.
3. Market shar
5. Economy crises.
6. Social rules
7. Social Club
1. Other Companies.
2. Weather forcast.
3. Natural crises.
Our vision is to reflect our external appearance
Of the Egyptian civilization , progression and
culture expressing about Egyptian role for The
To Cearte value for our customers through
present a full life on our planes and enhance
the relashinship between the customers and
our employees to serve them better.
Africa 8m, asia 58m,
Europe 74m, N.A
they differ in
-have large size
-have low risk
bjectives in the
Egyptair market coverage strategy:
is concentrated marketing.
Airplanes services are offered to:
2-africa: e ,w ,n & s
3-asia: c , e , s , se, sw
Types of Product :
Our Product is more than a Services.
Choose the Value Provide the Value Communicate the Value
Value Creation and Delivery Sequence
Strategic Marketing Tactical Marketing
The current aircraft of Egypt Air 73
planes, comparison between the other
Airline,the squadron of Egypt Air need
supporting ,we planing to reach the
aircraft force to 223 planes through the
next 10 years.
So …. We thought we can support our
aircraft by two ways :
1- Buying 9 new plane a year, this new aircraft
will have a remarkable features,They will be
the types of Boeing 777 & Boeing 737 which
will allocated to the International Journey or
2- Buying 6 planes of Embraer 1000 &
Embraer 190 for the domestic trips and for
the new branch of Egypt Air.
The new aircraft will ramarkable with a special
features which will make Egypt Airline one of
the top ten Airlines in the world.
the Helium Seats will coverd
with a nutural soft leather and that will
make the passengers feels like they rest on
( Cabins & Special Seats ) we will have a new
Unique Furniture :
The cabins will have a privacy and many
equipments like DVDs, handfree and mic etc …
The seats will provide with 180⁰ expand and
Sleep Cabins for the very long destinations,
Also it will have Helium bed , and all the
The new aircraf must provided with Satellite
Internet Wireless for busniess operations.
The new aircraft will have An Operating System
so the passengers can make a phone calls for
anywhere they want , and we gonna make a
( Telephone Cart System )
(Restaurant on Plane) we will make a
movement restaurant for every flight , which
will remarkable with it variety and delicious
We gonna devote a part of the new planes for
sleep cabins for the long destinations,So the
passengers can sleep comfortably and even
don’t feel that they are travelling.
The sleep cabins must contain a very
comfortable Helium beds with DVDs and
At first this Class will be 20% of the new planes
at the first stages.
The first class on the new planes will divided
into two seats types ( Cabins & Seats ) they will
be able to stretch to 180⁰ with a privacy
Every seat will have a DVD screen and remote
control,even there is a control panel on every
The DVD screen will announce at first the Safety
Instructions, It will have an information about
the destination,after that he can watch several
channels (( News, Animals, Business,
Entertainment … etc ))
Also we gonna have the latest Movies from
different cultures, So he can make a choice.
Every seat will have a brochure for the
destination where he go , and he can take it
with him after fligh
Many different magazines, papers and books
And will have a mic and handfree to enjoy
listening the music
The busniess class is higher than the economy
class and lower than the first class
The busniess class also will divided into two
kinds : Seats & Cabins both of them will enjoy
with satellite internet wireless, So they can
follow their busniess ,
Also the seats will enjoy with
DVDs,brochures,180⁰ seats and medial level of
we will have an economic class but not an
economic class it will improve and develop
We will provide it with DVD screen and a
comfortable seats with 180⁰ dgree to extand.
Accirding to the current economic situation by
the reason of financial crises, IATA announced
that the airlines demand will have asharp
decline becouse of that crises.
So we thought that we can establish .. .. ..
( Egypt Air Economy Airlines )
We will dedicate 16 planes at first to serve that
new company, the first stage this company will
serve the Domestic & The Middle East
destinations, untill the company become 40
planes or more, after that it can the other
Destinations in all over the world, and we will
develop those old 10 planes and prepare them
to be in a good shap and good services.
The new palnes of embraer 1000-190 will
divided into two 3 levels :
It will have all the facilities of the luxury egypt
air business class with the internet and Helium
It will be between the business class A and the
economy class, but will enjoy with business
facilities with internet.
Will be sheep & clean and suitable for a new
Actually we gonna use our new economy
company to support the Hajj and Minor Hajj
The food and beverage gonna divided to
different levels up to every class
We will improve our food services with a better
The first class will serve by the best and
delegious food and beverage we can present
which make the passangers will enjoy having
Even the busniess & economy class will have a
good quality of food and beverage and they
can make a choise from a variety menus.
Babies will enjoy travelling with us . We will
divide the babies into to ages stages
• Babies between 4 to 12 years will dedicate a
place to them prepared to have fun and play.
• Even they could have a kids books to read with
their family, and animation movies for them.
• Babies under 4 years will set up a special seats
for them to be close to their mamas,and
special toys and tools for them.
A rescue crew trained well on how to save the
passangers at the dengerous situation with the
With the rescue crew on the plane we must have
a medical care crew to make sure of our
customer care and health , which will be
trained well about all the hard condetions
We designed a part of the plane to show our
offering on the plane where the passanagers
can make a shopping
It will began with a nerrow limitation nad if it
makes a good processing , we will enlarge it to
be a full shopping services.
P.Kotler: Watch the product life cycle,but more
important watch the market life cycle.
Abu Simbel - Abu Simbel Airport
Alexandria - Alexandria International Airport
Assiut - Assiut Airport
Aswan - Daraw Airport
Cairo - Cairo International Airport Hub
Hurghada - Hurghada International Airport
Luxor - Luxor International Airport
Marsa Alam - Marsa Alam Airport
Marsa Matruh - Mersa Matruh Airport
Sharm el-Sheikh - Sharm el-Sheikh International
Sharq Al-Owainat - Sharq Al-Owainat Airport
(operated by EgyptAir Express)
BCG Matrix – Growth Share
Relative Market Share
Tendency to Buy
You have it
and Branding are
Promotion & Sales,
Distribution Channel types & levels
Consumer Marketing Channels
Zero Level Channel (Direct Marketing)
One Level Channel
Two Level Channel
People are the most important element of any
service or experience. Services tend to be
so the attitude, skills and appearance of all staff
need to be first class.
Problem Solving ability
All customer facing personnel need to be
trained and developed to maintain a high
quality of personal service. Training should
begin as soon as the individual starts working
for an organization during an induction. The
induction will involve the person in the
organization's culture for the first time, as well
as briefing him or her on day-to-day policies
and procedures. At this very early stage the
training needs of the individual are identified.
A training and development plan is
constructed for the individual which sets out
personal goals that can be linked into future
Many products, services and experiences are
supported by customer services teams. Customer
services provided expertise (e.g. on the selection
of financial services), technical support(e.g.
offering advice on IT and software) and coordinate
the customer interface (e.g. controlling service
engineers, or communicating with a salesman).
The disposition and attitude of such people is
vitally important to a company. The way in which a
complaint is handled can mean the difference
between retaining or losing a customer, or
improving or ruining a company's reputation.
Today, customer service can be face-to-face, over
the telephone or using the Internet. People tend to
buy from people that they like, and so effective
customer service is vital. Customer services can
add value by offering customers technical support
and expertise and advice.
Decision to make trip
Bages, seats, passport
Wait for flight
Process to gate
Board to gate
Travel to airport
Stow hand baggage
Fasren seat belt
-Games for kids
Transit stop airport
Take off again
Arrive at destination
Disembark Book next flight
Good inner , exteriors
Labels or tag
A Difference is worth establishing to the extent that it satisfies the
Highly valued benefit to buyers
The difference isn’t offered by others or the company offer it in
a more distinctive way
Superior to other ways of obtaining such benefit
Visible to buyers
Difference cannot be easily copied to competitors
Buyer can afford to pay the difference
The company will find it profitable to introduce the difference
Characteristics that supplement the product’s
• Performance Quality
The level at which the product’s primary
• Conformance Quality
Degree to which produced units are identical &
meet promised specs
• Customer training
Training customer employees
Tools for competitive Differentiation
Tools for competitive Differentiation
Required skill & knowledge
Friendly respectable &
(they know how)
(No broken promise)
Respond quickly to request &
(star – public)
• Identity Vs Image
Identity is the ways that the company
aims to identify itself or position its
Image is how the public perceives the
company or its products
Triggers company or brand
recognition (Brand Logos)
• Written & audiovisual Media
Convey a storyline or mood or a
Physical space in which the company
produces or delivers its products
The company could build an identity
through the type of event it sponsors