Relationship Marketing Strategy and implementation

The Gulf War and the ‘World’s Biggest Offer’

In 1990 the world was entering a major recession that was reducing dis-
cretionary consumer spending, especially in the crucial US market. Then in
August 1990 Iraq invaded Kuwait, which in February 1991 prompted a

466 Relationship Marketing

Table 6.2.1 Long-haul business class product features of airlines serving the

UK, 1993

Airline Business class Special features

name

Air Canada Executive Class Destination videos, CBC News broadcasts on

long-haul flights, late check-in, 45-inch seat

pitch

American Airlines Business Class Executive meal option, 40-inch seat pitch

British Airways Club World Arrivals lounge at Heathrow Terminal 4, with

showers, breakfast, suit pressing facilities, etc.,

‘Fastrack’ check-in, individual video system

Canadian Airlines Canadian 45-inch seat pitch, late check-in, ‘Fastrack’

International Business check-in facilities

Cathay Pacific Marco Polo 40-inch seat pitch, free limousine service

within 60-mile radius of major airports

Continental Business First 55-inch seat pitch, free limousine service

within 50-mile radius of major airports

Japan Air Lines Executive Class Free limousine service within 40-mile radius

of major airports, 40-inch seat pitch

Malaysia Airlines Golden Club Individual video system, 41-inch seat pitch,

free limousine service within 40-mile radius

of Heathrow airport

Philippine Airlines Mabuhay Free first-class rail tickets to Gatwick, 37 to

39-inch seat pitch

Qantas Business 40-inch seat pitch, free limousine service

within 40-mile radius of Heathrow airport

Singapore Airlines Raffles Class 42-inch seat pitch, free limousine service

within 40-mile radius of airport

Trans World Ambassador 47-inch seat pitch

Airlines Frequent flyer

programme

Virgin Atlantic Upper Class 55-inch seat pitch, free first-class rail tickets

to Gatwick, in-flight beauty therapist on

selected flights

Source:Air & Business Travel News, 6–20 September 1993/Keynote.

In addition, many features are offered as standard by almost all carriers.These include: seat selection

at check-in, a late check-in facility, dedicated cabin crews, free newspapers, free drinks, hot towels,

and separate ‘executive’ lounge facilities.