Marketing Mix of Kenya Airways and 7Ps (Updated 2024)

The Marketing mix of Kenya Airways analyses the 7Ps of Kenya Airways, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Kenya Airways. Kenya Airways Limited is called Kenya Airways and is a flag carrier of its native country, Kenya. As the name suggests, it is associated with the airline industry. It was founded in 1977 on January 22 but started its operations on February 4 in 1977.

The Government of Kenya entirely owned Kenya Airways at its onset. Still, in 1996, it became a public-private company, with the Government of Kenya as its major shareholder. It is a member of the African Airlines Association and Sky Team. It faces competition from the following airlines-

• Qatar Airways
• Emirates
• Ethiopian Airlines
• EgyptAir
• South African Airways

About Kenya Airways

• Type: Airline
• Industry: Aviation
• Founded: January 1, 1977
• Founder: Government of Kenya
• Headquarters: Embakasi, Nairobi, Kenya
• Area served: Africa, Europe, Middle East, Asia
• Key people: Michael Joseph (Chairman) and Allan Kilavuka (CEO)
• Number of employees: 4,000+

Kenya Airways Product Strategy

Kenya Airways is a leading airline that operates in a domestic and international circuit carrying passengers and cargo. It offers its customers up-to-date facilities and top-class products, including on-air and on-ground services to its esteemed clients.

The product mix of Kenya Airways in 2024 is as follows (Source).

1. Passenger Flights: This is the core service of Kenya Airways, offering domestic and international flights. They cater to various customer segments, including economy, business, and first-class passengers.
2. Cargo Services: Kenya Airways also provides cargo transport services. They transport various types of cargo, including perishables, live animals, valuable goods, and general freight, catering to the needs of different businesses and industries.
3. Frequent Flyer Program: Known as “Flying Blue,” this program rewards loyal customers. Members earn miles for flights with Kenya Airways and its partner airlines, which can be redeemed for upgrades, flights, and other benefits.
4. In-flight Services: The airline offers in-flight entertainment, meals, and beverages. The quality and range of these services often vary depending on the travel class and the flight duration.
5. Holiday Packages: In collaboration with tour operators and hotels, Kenya Airways may offer holiday packages that include flights, accommodation, and other travel services.
6. Ground Services: This includes check-in services, lounge access for premium passengers, and assistance services for passengers with special needs.
7. Alliance and Partnerships: As a member of the SkyTeam alliance, Kenya Airways offers expanded destinations and services through codeshare agreements and partnerships with other airlines.
8. Charter Flights: Apart from scheduled flights, they offer charter services for passengers seeking personalized travel experiences.

Kenya Airways Pricing Strategy

Kenya Airways employs a dynamic and strategic pricing approach to maintain competitiveness while maximizing revenue. Here are key elements of their pricing strategy:

1. Market Segmentation Pricing: Recognizing the diverse needs of its customers, Kenya Airways employs segment-based pricing. This includes offering different price ranges for economy, business, and first-class seats, catering to various income levels and travel needs.
2. Dynamic Pricing Model: Prices fluctuate based on demand, seasonality, and booking time. During peak travel seasons or for last-minute bookings, prices tend to be higher, while during off-peak times or for early bookings, more competitive pricing is offered.
3. Competitive Pricing Strategy: In markets with intense competition, Kenya Airways adjusts its pricing to remain competitive against other carriers, often matching or slightly undercutting rivals’ prices without compromising service quality.
4. Promotional and Discount Pricing: The airline runs periodic promotions and offers discounts for specific routes, bookings, or frequent flyer program members, encouraging customer loyalty and repeat business.
5. Yield Management: Using advanced yield management systems, Kenya Airways optimizes prices based on real-time data. This approach helps adjust prices based on current market conditions, maximizing revenue per flight.

Kenya Airways Place Strategy

Kenya Airways is one of the top Sub-Saharan operators. Its headquarters base is Embakasi in Nairobi, with Jobo Kenyatta International Airport as its central hub. It operates its flights on both domestic and international fronts. Kenya Airways undertakes forty-five cargo and passenger flights every week to twenty-four international destinations, including seven in Europe and the rest in Asia and Africa.

The place strategy of Kenya Airways is as follows:

1. Global Hub at Jomo Kenyatta International Airport: Kenya Airways strategically uses Nairobi’s Jomo Kenyatta International Airport as its central hub, providing efficient connections to various international and African destinations.
2. Extensive African Network: The airline strongly focuses on connecting different African countries, serving as a key player in enhancing intra-African travel and trade.
3. International Expansion: Kenya Airways continuously expands its global reach, connecting Africa to significant continents like Europe, Asia, and the Americas, enhancing its presence in the worldwide aviation market.
4. Codesharing and Alliances: Through codesharing agreements and membership in the SkyTeam alliance, Kenya Airways extends its network to destinations not directly served by its aircraft.
5. Targeted Market Presence: The airline focuses on markets with high demand for travel to and from Africa, including business and tourism hotspots, tailoring services to meet specific regional needs.

Kenya Airways Promotion Strategy

Kenya Airways’ marketing policy includes creating positive awareness of its brand in the consumer market. Msafiri is the in-flight magazine of the airways and is offered to every passenger irrespective of flight or class they are traveling. Kenya Airways has adopted an aggressive marketing plan and has launched several campaigns via electronic and print media.

Its commercials are shown on several popular television channels and printed in various travel magazines and newspapers. Kenya Airways has utilized social media to its maximum capacity. Its ads are shown frequently on various travel sites, including YouTube, Facebook, and Twitter. An interested client can quickly get relevant information from its official website.

Kenya Airways’ promotion strategy focuses on:

1. Digital Marketing: Utilizing social media, email campaigns, and online advertising to reach a global audience and promote special deals and new routes.
2. Loyalty Programs: Leveraging their “Flying Blue” program to encourage repeat business, offering miles and rewards to frequent flyers.
3. Partnerships and Sponsorships: Collaborating with tourism boards, hotels, and events across their network to increase brand visibility and attract diverse customer segments.

Some Recent Video ads and Print ads of Kenya Airways are:

Kenya Airways People Strategy

Like other service-oriented companies, the “People” component of the Service Marketing Mix for Kenya Airways is crucial as it directly influences customer experience and perception. Here are several points that highlight the role and importance of “People” in Kenya Airways’ service marketing strategy:

1. Customer Service Staff: Kenya Airways invests in thorough training for its customer service staff, including flight attendants, ticketing officers, and customer support teams. The focus is ensuring all staff members have the necessary skills to provide exceptional service, resolve issues efficiently, and maintain a positive company image.
2. Pilot and Crew Expertise: The pilots and flight crew of Kenya Airways are selected based on stringent criteria, emphasizing their technical expertise and safety records and their ability to communicate effectively with passengers and contribute to a pleasant flying experience.
3. Training and Development: Ongoing training programs are a cornerstone of Kenya Airways’ strategy, ensuring that all employees, from frontline staff to management, are up-to-date with the latest in aviation safety, customer service trends, and technology.
4. Employee Satisfaction and Motivation: Kenya Airways creates a positive work environment by recognizing the direct link between employee and customer satisfaction. This includes competitive compensation, opportunities for career advancement, and initiatives aimed at employee wellness and job satisfaction.
5. Diversity and Inclusion: The airline celebrates diversity within its workforce, aiming to reflect its international customer base’s wide variety of cultures and backgrounds. This approach helps in providing culturally sensitive and inclusive service.
6. Frontline Employee Empowerment: Empowering frontline employees to make decisions can significantly enhance customer satisfaction. Kenya Airways has policies that allow its staff some degree of autonomy to resolve customer issues promptly without always needing higher-level approval.
7. Feedback Mechanisms: Active solicitation of feedback from passengers about their experiences with Kenya Airways’ staff is used to improve service delivery continuously. This feedback is taken seriously and used in training and development programs.
8. Brand Ambassadors: Employees are the airline’s first and most influential brand ambassadors. Their attitude, appearance, and behavior directly impact the airline’s image and customer perceptions.
9. Interdepartmental Coordination: Effective service delivery is supported by seamless coordination between various departments within Kenya Airways, including operations, customer service, baggage handling, and in-flight services. This coordination ensures a consistent and positive experience for passengers.
10. Safety and Security Staff: The safety and security personnel play a crucial role in ensuring passenger safety, one of the most critical aspects of the airline service. Their expertise and vigilance contribute significantly to passengers’ trust and confidence in Kenya Airways.

Kenya Airways Process Strategy

The “Process” component of the Service Marketing Mix refers to the procedures, mechanisms, and flow of activities by which services are consumed. For Kenya Airways, the processes involved in service delivery are crucial for ensuring efficiency, customer satisfaction, and a smooth operational flow. Here are several key points that illustrate the “Process” aspect of Kenya Airways:

1. Online Booking System: Kenya Airways offers an intuitive online booking system that allows customers to easily search for flights, compare prices, select seats, and make payments. This system is designed to be user-friendly and efficient, reducing the time and effort required for booking flights.
2. Check-in Procedures: The airline provides multiple check-in options, including online check-in, mobile check-in, and self-service kiosks at the airport, alongside traditional counter check-ins. This flexibility aims to reduce wait times and improve the overall passenger experience.
3. Baggage Handling: Kenya Airways follows a systematic process for baggage handling, which includes tagging, loading, unloading, and tracking luggage to minimize the chances of loss or damage. The airline also has a straightforward process for handling baggage claims and complaints.
4. In-flight Service: The process is designed to ensure passenger comfort and satisfaction. This includes meal service, entertainment options, and assistance from the cabin crew. The airline pays close attention to these services’ timing, quality, and presentation.
5. Safety and Security Measures: Safety and security are paramount for Kenya Airways, involving rigorous procedures for aircraft maintenance, security checks, and emergency preparedness. These processes are continuously reviewed and updated to meet international aviation safety standards.
6. Customer Service and Support: The airline has established a comprehensive customer service process for inquiries, complaints, and feedback. This includes call centers, social media platforms, and airport customer service desks, ensuring passengers have multiple channels for support.
7. Flight Operations: Kenya Airways’ flight operations process encompasses scheduling, route planning, crew assignments, and flight monitoring to ensure punctuality and efficiency. The airline utilizes advanced technology and systems for real-time decision-making and adjustments.
8. Loyalty Program Management: The management of the airline’s loyalty program, Flying Blue, involves a process for tracking passenger miles, managing rewards, and providing special offers. This process is designed to enhance customer loyalty and encourage repeat business.
9. Health and Safety Protocols: Especially in response to global health concerns, Kenya Airways has implemented strict health and safety protocols. This includes enhanced cleaning, mandatory face coverings, health screening, and adjustments to boarding and deplaning processes to ensure passenger and crew safety.
10. Feedback and Continuous Improvement: Kenya Airways has a process for collecting and analyzing customer feedback across all service touchpoints. This information is used for continuous improvement, allowing the airline to make data-driven decisions to enhance service quality and operational efficiency.

Kenya Airways Physical Evidence Strategy

Physical evidence in the Service Marketing Mix refers to the environment in which the service is delivered, along with any tangible components that facilitate the service or help consumers evaluate the service quality. For Kenya Airways, physical evidence plays a crucial role in shaping perceptions and providing a tangible aspect to its services. Here are key points regarding the physical evidence associated with Kenya Airways:

1. Branding Elements: The visual identity of Kenya Airways, including its logo, color scheme (primarily featuring the colors of the Kenyan flag), and branding materials, serves as immediate physical evidence of the airline. These elements are consistently applied across all touchpoints, from aircraft livery to staff uniforms, creating a solid brand image.
2. Aircraft Fleet: The modernity, cleanliness, and maintenance of the aircraft fleet serve as direct physical evidence of Kenya Airways’ commitment to safety, comfort, and quality. As service quality indicators, passengers scrutinize interior design, seating comfort, and cleanliness.
3. Airport Lounges: Kenya Airways’ exclusive airport lounges, such as the Pride Lounge and Simba Lounge at Nairobi’s Jomo Kenyatta International Airport, offer premium passengers a comfortable and luxurious waiting area. The amenities, décor, and services provided in these lounges reflect the airline’s quality and attention to passenger comfort.
4. Ticketing and Sales Offices: The design, layout, and functionality of Kenya Airways’ ticketing and sales offices, both at airports and city locations, offer physical evidence of the brand’s professionalism and the quality of service passengers can expect.
5. In-flight Amenities: Tangible items such as in-flight magazines, meals, entertainment systems, and comfort items (e.g., blankets, headphones) are all forms of physical evidence. They contribute to the overall service experience and help passengers assess the airline’s quality.
6. Website and Mobile App: Even digital platforms serve as physical evidence by their design, usability, and functionality. The ease of navigating Kenya Airways’ website, mobile app, and aesthetic appeal reinforces the airline’s commitment to customer service and innovation.
7. Boarding Passes and Baggage Tags: While functional, the design and quality of boarding passes and baggage tags also serve as physical reminders of the airline’s brand and the journey passengers undertake with Kenya Airways.
8. Customer Service Desks: Airport service desks’ appearance, location, and efficiency provide tangible evidence of Kenya Airways’ commitment to customer support and service accessibility.
9. Uniforms of Staff: The uniforms worn by flight attendants, pilots, and ground staff are practical and embody the airline’s brand identity and values. They contribute to the overall perception of the airline’s professionalism and service standards.
10. Safety and Cleanliness Protocols: Visible cleanliness, sanitation stations, and the observance of safety protocols on board and in lounges provide physical evidence of Kenya Airways’ commitment to passenger health and safety, especially in global health concerns.

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