 These four airlines have different positioning to each other.

It is easily visible in their

advertisements. Following are our observation and understanding about the Airlines.

1. Lufthansa:
Lufthansa was the flag carrier and a German government-owned company till 1997. It has
the legacy of German ruling and the heritage. Other people have a perception that Germans
are very harsh, and they are awful at hospitality. It was a major concern to Lufthansa. So,
they introduced advertisement to overcome this. They portraited hospitality, humbleness
and politeness in advertisements. Lufthansa is targeting upper middle class, business and
leisure travellers. They are positioned as the best airline services non-stop.

2. Southwest airlines:
Southwest airline is the lowcost carrier in the American airline market. They are promoting
cheap tickets rates in the advertisement. Furthermore, Southwest is showing
advertisements with the diversity of people who are part of the service delivery.

3. Etihad airlines:
Etihad airlines are portraying them as a luxury travel partner. Passenger comfort and
reliability is the primary objective of the company. They are targeting corporate and upper-
middle-class target groups. They are positioning themself as a global airline carries which
gives a luxury experience of flying.

4. Singapore Airlines:
Singapore airlines are trying to make each journey unique and personal. They do not want to
give the feeling of flying to the customers. They are focusing on passers preferred comfort
and reliability through flying. They are targeting customers like upper-middle-class and
corporates. They positioned them as a comfortable medium to travel by air globally. All their
advertisements feature air hostess as the queen of hospitality named as the “Singapore girl”.

 Each of these airlines positioned differently.

Benefits are
 Preferring comfort
 Reliability
 Safety
 Quality of Service
 Luxury
 Hospitality
 Pricing
 Apart from southwest airlines, the other three airlines are having advertisements which are
portraying the interaction with their crew and customer for more precise we can say they
are showcasing the service encounter stage. But in terms of South west airlines their major
focus on the cost factor and linking it with other ideas. In other words, we can say that
Lufthansa, Etihad and Singapore airlines are using explicit promises and south west is using
implicit promises to the customers.

 Based on the swot analysis we have made this advertisement.

A girl who would be joining the institute (why girl? Need to state the gender ratio) through
the main gate and getting settles at her hostels ( features the students accommodation
facilities) later coming to the main building ( heritage) then moving towards the main
auditorium for a function ( feature the auditorium with the capacity) later joining the class
( feature the smart solutions available in the class ) after that she moved towards the
laboratory (featuring the most modern equipment) in between she brose the internet with
hi speed WIFI services. Later he moved to library. Followed by wishing her seniors on the
placement package they have received; Evening she would be using the recreational and
sports features in the campus. and ending the institute in the Himalayan backdrop to show
that it located in the foothills of Himalayas
VII
1. Core arguments
 They are using the in-class components for the online classes
 Industry aligned programs
 Graduate, masters and doctoral programs are available
 Dedicated students support
 Students are scheduling the classes (Better time management)
 Flexibility and self-paced learning
 Diversified participants for collaborative works
 Dedicated and customized version of blackboard app with cross devise functionality
 Improve the technical skill set of the students
 Enhance critical thinking
2. Watch the “Class demo “video offered . Which elements are used in this video to make
potential students familiar with this e-service? Why?
Classroom services are a highly intangible one. but here the NE university is trying to
make it more taggable services using the software support. The core and the integral
part of the class is the optimized version of the blackboard app with integrated features
and its simply run on the web browser on a personal computer and the dedicated
application on the iOS and android platform. It is necessary to ensure that students are
familiar with the platform thoroughly before the course starts. With the help of
blackboard software, the university can teach, collaborate, integrate and evaluate
students and provide support to make them on the track. Moreover, there is a
moderator control the entire system with a pre-defined script.
3. For service marketing class we can select a platform which would be capable for the
features like teach, collaborate integrate and evaluate students in a continuous basis
and it should have a recording option to that can access to the students with the
permission of professor for a predefined time and date. All the features should be cross
devices supported and easy to access.cc should be there. Screen split. Script