Lufthansa Group has expanded its international marketing activities in recent years through direct flight connections, telecommunications, and additional passenger services. The company communicates through advertising, press conferences, and social media to build its brand globally. Financially, Lufthansa has seen steady profit growth from 2008 to 2012 through its international marketing efforts. Key strategic priorities include using innovative mobile technologies, reducing marketing costs, improving customer service, and adjusting its position in the domestic market through subsidiaries.

1. Lufthansa Group
International marketing
Eryomin Constantine
0/1301, World Economy
Institute of Management,
SPSUoE
2014

3. International activity of Lufthansa Group

4. International market competition

5. Communication marketing mix
• Direct connections
– Telecommunication feedback;
– Providing of additional services (luxury waiting
halls, Wi-Fi access, Miles&More program);
• Advertising
• Public press conferences

6. Financial aspects of international
marketing
24,8
22,3
26,5
28,7
30,1
0
5
10
15
20
25
30
35
2008 2009 2010 2011 2012
Profit (2008-2012 )

7. Main strategic issues
• Innovative mobile technologies
• Reducing of marketing costs
• Customer services
• Changing the position on domestic
market (working with subsidiary
“Germanwings”)

8. Thank you for your attention!