British Airways - Product strategy

... Contents 1. British Airways - Product strategy 1.1 Introduction to product strategy 1.2 Product Levels 1.3 Adding value to the customer (the augmented product) 1.4 Branding 1.5 Relation within the sector 2. British Airways - Pricing Strategy 2.1 Introduction to pricing strategy 2.2 Pricing strategies 2.3 British Airways pricing policy 2.3.1 Pricing objectives 2.3.2 Determine the demand 2.3.3 Cost estimation 2.3.4 Pricing methods 2.4 Promotional pricing 2.5 Relation within the sector 3. Conclusion 4. References 2. British Airways - Product strategy 1.1 Introduction to product strategy Product is the most important component in an organization. Without a product there is no place, no price, no promotion, and no business. Product is anything that can be offered to a market to satisfy a want or a need. It is the core ingredient of the marketing mix and is everything favorable and unfavorable, tangible and intangible received in the exchange of an idea, service or good (Kotler 11th edition, 2003). British Airways is a business offering service products,

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