Marketing Mix of Firefly Airline and 7Ps (Updated 2024)

The Marketing mix of Firefly Airline analyses the 7Ps of Firefly Airline, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Firefly Airline. Firefly Airlines is a subsidiary of its parent company, Malaysia Airlines. It is a full-service carrier that provides both point-to-point passengers and back-to-point services. The company was founded in March 2007, but it started its operations on April 3rd of the same year. Firefly Airline is Malaysia’s first community airline and operates from several secondary hubs. The company faces direct competition from the following-

• Air Asia
• Tiger Airways
• Cebu Pacific
• Jetstar
• Lion Air

About Firefly Airline

• Type: Mint-flavored candies
• Industry: Confectionery
• Founded: 1932
• Founder: William Knoll
• Headquarters: Amsterdam, Netherlands
• Area served: Worldwide
• Key people: Eric Fosse (Chairman) and Philippe Vlerick (CEO)
• Number of employees: 12,000

Firefly Airline Product Strategy

Firefly Airlines has a powerful brand presence because of its high efficiency in providing services and products. Airlines have a fleet of twenty aircraft, of which twelve are ATR 72-500 and eight are ATR 72-600.

Both have a passenger capacity of seventy-two. Initially, it started with two aircraft, the Fokker 50, with a passenger capacity of fifty. It leased the third aircraft of the Fokker 50 category to expand its services further.

These aircraft were later replaced by ATR 72-500. Firefly Airlines provides excellent services to both business and leisure travelers by offering warm hospitality and comfortable arrangements. Aircraft have only economy class, where passengers can sit according to their tickets. The baggage limit is 20 kg per passenger, and the airlines do not levy fees for check-in. It also offers snacks and complimentary drinks during in-flight dining options.

The product mix of Firefly Airline in 2024 is as follows (Source).

1. Passenger Flights: Firefly operates scheduled passenger flights that connect major cities and airports in Malaysia, including Kuala Lumpur, Penang, Johor Bahru, and more. It also serves select international destinations within the region.
2. Economy Class: Firefly offers an economy class cabin on its flights, providing passengers with comfortable seating and in-flight services, such as meal options and entertainment, depending on the route and flight duration.
3. Firefly Holidays: Firefly may offer holiday packages and travel deals, often in collaboration with tour operators, allowing passengers to book all-inclusive vacation packages that include flights, accommodation, and other amenities.
4. Business Travel: While Firefly primarily focuses on leisure travel, it may offer business-class options or special corporate travel packages to cater to the needs of business travelers on specific routes.
5. Frequent Flyer Program: Firefly may have a loyalty or frequent flyer program that rewards regular passengers with points, miles, or benefits for their continued patronage.
6. Cargo Services: Firefly may provide cargo services, allowing businesses to transport goods and shipments to various destinations served by the airline.

Firefly Airline Pricing Strategy

Firefly Airlines is a low-cost airline that provides quality services. It faces competition in low-cost aviation from several rival airlines. Firefly has adopted a penetration pricing policy for its products and services to make a mark in the airline industry.

This policy is suitable for capturing and penetrating the brand premium consumer market that mostly includes daily commuters and business class travelers. By implementing an economic pricing policy, airlines have created a perfect balance of the right products at affordable prices. It offers reasonable ticket prices while ensuring the customer’s convenience and comfort.

Passengers are simply getting the best possible services at very low fares. Firefly has successfully retained customer satisfaction and loyalty because the passengers are guaranteed their money’s worth. This has helped the company attract huge sales and provided more significant revenues.

Here’s an overview of Firefly’s price strategy:

1. Competitive Pricing: Firefly adopts competitive pricing to remain attractive in the regional airline market. It continuously monitors and adjusts fares to stay in line with or undercut competitors, enticing cost-conscious travelers.
2. Fare Classes and Customization: The airline offers different fare classes, allowing passengers to choose between economy and premium options based on their preferences and budget. This fare customization enables Firefly to capture a broad range of travelers.
3. Dynamic Pricing: Firefly employs dynamic pricing algorithms that consider factors like demand, booking lead time, and seat availability. This data-driven approach optimizes ticket pricing, ensuring seats are filled efficiently while maximizing revenue.
4. Promotions and Bundling: To stimulate demand and incentivize travel during off-peak periods, Firefly introduces promotions, discounts, and bundled offerings. These can include package deals that combine flights with hotel stays or car rentals.
5. Frequent Flyer Program: Firefly may offer a loyalty program that rewards frequent travelers with points, miles, or exclusive benefits. This encourages passenger retention and brand loyalty.

Firefly Airline Place Strategy

Firefly Airlines has two hubs: Penang International Airport and Sultan Abdul Aziz Shah Airport. It also operates from secondary hubs like Sultan Ismail Petra Airport and Senai International Airport. Some domestic flights that take off from Penang go to destinations like Subang, Phuket, and Langkawi, and flights that take off from Subang go to Singapore, Penang, Langkawi, and Pekanbaru. Its headquarters is in Petaling Jaya, Malaysia.

Firefly Airlines has a different management team from its owner company, focusing on its operations in nearly nineteen destinations. It includes Malaysia, Thailand, Singapore and Indonesia. To expand its base, Firefly Airline has decided to use Malacca International Airport for flight destinations like Malacca-Singapore, Malacca-Kota Bharu, and Malacca-Penang.

It has also earned the right to fly to Subang, Penang, Malacca, Ipoh, and Kuantan from Singapore. Robust online services have contributed to its brand recognition to a great extent. It is straightforward to book for an individual or group through its portal, and payment facilities include a Debit Card, Voucher, Credit Card, FPX Payment, and Internet Banking.

Here are five key points related to Firefly’s place strategy:

1. Hub-and-Spoke Model: Firefly uses a hub-and-spoke model, with Subang Airport (SZB) near Kuala Lumpur as its primary hub. This strategic location allows for efficient connections to various domestic and regional Southeast Asian destinations.
2. Regional and Domestic Network: Firefly operates a network that covers key cities and destinations in Malaysia, including Kuala Lumpur, Penang, Langkawi, and Johor Bahru, and select regional routes to countries such as Thailand and Indonesia.
3. Code-Sharing Agreements: The airline may enter into code-sharing agreements with other carriers, allowing passengers to seamlessly book connecting flights to a broader range of destinations through partner airlines.
4. Online Booking: Firefly invests in user-friendly online booking platforms, enabling passengers to easily search for flights, make reservations, and manage their travel itineraries through the official website and mobile apps.
5. Airport Facilities: Firefly ensures a presence at airports by offering check-in counters, self-service kiosks, and dedicated boarding gates, making it convenient for passengers to access their flights, check baggage, and complete pre-flight procedures efficiently.

Firefly Airline Promotion Strategy

Firefly Airlines has become one of the famous airlines in this region, and to maintain its popularity, the brand has decided to adopt a solid and vivid promotional policy. Firefly’s commercials denote its characteristics and represent the airline’s characteristics of fun, charm, brilliance, and agility. It has taken the help of electronic media through television and social media through several portals to create brand awareness.

Thus, one can easily recognize and remember the brand because of several marketing strategies. Firefly Airlines offers several plans to its customers to retain their loyalty. It provides a travel protection scheme to protect commuters against losses, unexpected mishaps, and insurance coverage to make them feel safe during flights.

Firefly Airline’s promotion strategy centers on:

1. Online Marketing: The airline heavily invests in online marketing channels, including its official website, social media, and targeted online advertising, to reach and engage with a broad audience of travelers.
2. Partnerships and Collaborations: Firefly collaborates with tourism boards, travel agencies, and other industry partners to promote destination-focused travel packages and offers that resonate with leisure and business travelers.
3. Customer Loyalty Programs: Firefly runs loyalty programs and frequent flyer initiatives to reward repeat passengers, fostering brand loyalty and encouraging customer retention through exclusive benefits and promotions.

Some Recent Video ads and Print ads of Firefly Airline are:

Firefly Airline People Strategy

The “People” component of the Service Marketing Mix for Firefly Airline involves various factors critical to delivering a high-quality service experience to its passengers. This component focuses on the staff, employees, and everyone involved in the service delivery process, from front-line staff to behind-the-scenes personnel. Here are key points regarding the “People” aspect of Firefly Airlines’s Service Marketing Mix:

1. Customer-centric Staff: Firefly Airline’s employees, from cabin crew to customer service representatives, are trained to prioritize customer satisfaction. They are often passengers’ first point of contact and play a crucial role in shaping the customer’s overall experience.
2. Professional Training: The airline ensures that its staff, including pilots, cabin crew, and ground staff, receive rigorous and ongoing professional training. This training focuses on safety and operational efficiency, service excellence, and customer interaction.
3. Empathy and Courtesy: Employees are encouraged to demonstrate empathy and courtesy, recognizing passengers’ diverse needs and concerns. This approach helps in creating a more personalized and positive experience for travelers.
4. Employee Empowerment: Firefly empowers its employees to make on-the-spot decisions to solve customer issues, enhancing customer satisfaction. This empowerment also contributes to employee satisfaction and motivation, giving them a sense of ownership and responsibility for the service delivered.
5. Uniforms and Presentation: Firefly’s staff’s attire is professional and approachable, reflecting the airline’s brand identity and values. The presentation of the staff plays a significant role in the overall service perception.
6. Communication Skills: Effective communication skills are emphasized for all staff members, ensuring they can convey information clearly and assist passengers efficiently. This is crucial for both in-flight services and ground operations.
7. Cultural Sensitivity: Given the diverse backgrounds of its passengers, Firefly trains its staff in cultural sensitivity to respect and accommodate its customers’ varied traditions and preferences.
8. Teamwork and Collaboration: The airline promotes a culture of teamwork and collaboration among its staff. This ensures a seamless service experience for passengers, as employees across different roles work together to address passenger needs and operational requirements.
9. Feedback and Improvement: Firefly encourages feedback from passengers regarding their experiences with the airline’s staff. This feedback is used for continuous improvement and to acknowledge and reward employees for exceptional service.
10. Safety as a Priority: Above all, the people of Firefly Airline are trained to prioritize safety, ensuring that all operations meet the highest safety standards. This commitment to safety is integral to the training and responsibilities of all staff members.

Firefly Airline Process Strategy

The “Process” component of the Service Marketing Mix is critical for airlines like Firefly, as it outlines the procedures, mechanisms, and flow of activities by which services are consumed. This includes everything from booking tickets to the actual flight and post-flight services. For Firefly Airlines, several key processes ensure a smooth, efficient, and customer-friendly experience:

1. Online Booking System: Firefly offers an easy-to-use online booking system that allows customers to search for flights, compare prices, and book tickets conveniently from their homes or mobile devices. This system also provides options for seat selection, special assistance requests, and additional services.
2. Check-in Procedures: Firefly provides multiple check-in options to cater to different passenger needs, including online check-in, mobile check-in, and airport kiosks, aiming to reduce waiting times and improve the airport experience.
3. Baggage Handling System: The airline has a streamlined baggage handling process, with clear guidelines on baggage allowances, procedures for excess baggage, and handling unique items. They also prioritize the swift and safe delivery of baggage upon arrival.
4. Boarding Process: Firefly’s boarding process is designed to be orderly and efficient, with clear announcements and instructions to ensure passengers board their flights smoothly and on time. Priority boarding is offered to families with small children and passengers requiring assistance.
5. In-Flight Services: The process of delivering in-flight services, from meal service to in-flight entertainment and assistance from the cabin crew, is carefully structured to ensure passenger comfort and satisfaction.
6. Safety Procedures: Safety briefings and procedures are a critical part of the process, with clear demonstrations and instructions provided to passengers to ensure their safety throughout the flight.
7. Customer Service and Support: Firefly has a comprehensive customer service and support process, including a call center, email support, and social media channels, to address inquiries, provide assistance, and resolve any issues passengers may face.
8. Feedback and Resolution Process: The airline has a process for collecting customer feedback through various channels, including post-flight surveys and social media, to improve its services continuously. There is also a dedicated mechanism for complaint resolution to address customer concerns promptly.
9. Loyalty Program Enrollment and Management: Firefly offers a loyalty program, and the process of enrollment, earning points, and redeeming rewards is made straightforward for passengers to enhance customer loyalty and repeat business.
10. Health and Safety Protocols: Especially in light of global health concerns, Firefly has implemented rigorous health and safety protocols, including enhanced cleaning, mandatory face coverings, and social distancing measures, as part of its process to ensure passenger and staff safety.

Firefly Airline Physical Evidence Strategy

The “Physical Evidence” component of the Service Marketing Mix refers to the tangible and intangible elements that allow customers to evaluate the service before, during, and after its consumption. Physical evidence is crucial for an airline like Firefly in shaping perceptions of quality and reliability. Here are key points regarding the physical evidence of Firefly Airline:

1. Branding and Corporate Identity: The visual identity of Firefly, including its logo, color scheme, and branding materials, creates a solid and recognizable image that passengers associate with the airline. This includes everything from the aircraft livery to staff uniforms and marketing materials.
2. Aircraft Fleet: The aircraft’s condition, cleanliness, and comfort serve as direct physical evidence of the airline’s commitment to quality and safety. Modern and well-maintained aircraft also reassure passengers about their travel choice.
3. Airport Presence: Firefly’s check-in counters, signage, lounges, and boarding gates at airports contribute to the overall passenger experience. A well-organized and branded airport presence enhances the perception of reliability and service quality.
4. In-flight Amenities: The quality of in-flight amenities such as seating comfort, cleanliness of cabins, in-flight entertainment options, and meal presentation are critical elements of physical evidence. These amenities directly impact the passenger’s experience and satisfaction.
5. Website and Mobile App: Firefly’s website and mobile app’s design, usability, and functionality are essential forms of physical evidence. A user-friendly interface that allows for easy booking, check-in, and access to information reflects positively on the airline’s service quality.
6. Customer Service Facilities: Physical evidence includes the airline’s customer service desks, call centers, and other interaction points where customers can seek assistance or information. The professionalism and environment of these facilities contribute to the overall service perception.
7. Ticket and Boarding Pass Design: The design and quality of the ticket, boarding pass, and any other travel documents are tangible elements that passengers interact with. These items need to be well-designed and easy to understand.
8. Loyalty Program: The tangible aspects of Firefly’s loyalty program, such as membership cards and rewards, are physical evidence of the airline’s appreciation for its customers and the value it places on their loyalty.
9. Safety and Health Protocols: Visible health and safety measures, such as cleanliness, sanitization stations, and social distancing markers, especially in the context of recent global health concerns, provide reassurance to passengers about their well-being.
10. Customer Testimonials and Reviews: Although not directly controlled by the airline, positive testimonials and reviews from previous passengers are indirect physical evidence of the quality of Firefly’s service. These can be found on the airline’s website, social media platforms, and travel review sites.

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