Introduction of the product Name of the company: Air Asia pioneered low cost travelling in Asia. It is also the first airline in the region to implement fully ticketless travel and unassigned seats.
Etymology[ edit ] The word, brand, derives from its original and current meaning as a firebrand, a burning piece of wood. That word comes from the Old High Germanbrinnan and Old English byrnan, biernan, and brinnan via Middle English as birnan and brond.
Later the firebrands were replaced with branding irons. Through that association, the term eventually acquired its current meaning.
History[ edit ] In pre-literate society, the distinctive shape of amphorae provided potential consumers with information about goods and quality. Amphorae for wine and oil, Archaeological Museum, Dion. Branding and labelling have an ancient history. Branding probably began with the practice of branding livestock in order to deter theft.
Images of the branding of cattle occur in ancient Egyptian tombs dating to around 2, BCE.
Branding was adapted by farmers, potters and traders for use on other types of goods such as pottery and ceramics. Forms of branding or proto-branding emerged spontaneously and independently throughout Africa, Asia and Europe at different times, depending on local conditions. Systematic use of stamped labels dates from around the fourth century BCE.
In a largely pre-literate society, the shape of the amphora and its pictorial markings conveyed information about the contents, region of origin and even the identity of the producer, which were understood to convey information about product quality.
These ancient societies imposed strict forms of quality-control over commodities, and also needed to convey value to the consumer through branding.
Stamps were used on bricks, pottery, and storage containers as well as on fine ceramics. A series of five marks occurs on Byzantine silver dating from this period. We buy high-quality steel rods and make fine-quality needles, to be ready for use at home in no time.
Museo Bellini In ancient Romea commercial brand or inscription applied to objects offered for sale was known as a titulus pictus. The inscription typically specified information such as place of origin, destination, type of product and occasionally quality claims or the name of the manufacturer.
Mosaic patterns in the atrium of his house feature images of amphorae bearing his personal brand and quality claims. The mosaic depicts four different amphora, one at each corner of the atrium, and bearing labels as follows: Wine jars, for example, were stamped with names, such as "Lassius" and "L.
Eumachius"; probably references to the name of the producer. Back section of a bracelet clasp with a hallmark of Hunnish craftsmanship, early 5th century The use of identity marks on products declined following the fall of the Roman Empire.
Hallmarks, although known from the 4th-century, especially in Byzantium,  only came into general use during the Medieval period. Many years before Bass applied a red triangle to casks of its Pale Ale.
In its red-triangle brand became the first registered trademark issued by the British government.
When shipping their items, the factories would literally brand their logo or company insignia on the barrels used, effectively using a corporate trademark as a quasi-brand.Jetstar target those who love to travel at low cost, and they have segmented their customers by knowing how to handle each customer differently and professionally.
They have to really see the importance of targeting and segmentation. As a wholly owned subsidiary of the Qantas Group, Jetstar Airways forms an integral part of the Qantas Group's two-brand strategy, operating in the leisure and value-based market.
Company Objectives Jetstar is part of the Qantas Group's two-brand growth strategy, where Qantas competes at the premium and business market and Jetstar focuses on leisure markets.
The Jetstar Group is a value based, low fares network of airlines operating in the leisure and value based markets. However Jetstar has recognised the commonalities between these market segments which is the low priced air fares.
Although evident that Jetstar's market share is comprised of a variety of market segments, Jetstar has focused on using its cheap flights as its main incentive for consumers. Budget airlines target a segment in the airline market which some argue have been previously ignored or not specially catered to by major airlines.
This leads to a clear positioning strategy that is explicitly based on price, which is against current competition. Qantas ditched plans for their Asian airline in , Introducing Jetstar as a budget airline and Expanding Jetstar in Asian Markets.
Marketing strategies • market segmentation, product/service differentiation and positioning.