Sun Country Airlines: The 4 P's Of Marketing

Good Essays
Sun Country Airlines (SY) has a very unique marketing strategy for its niche, but its advertising has definitely proven effective. Sun Country has found its role in the airline industry, not as a legacy or a low-cost carrier, nor as a charter company (even though charters account for a large portion of their business), but as an airline in its own lane. This small hometown airline has weathered the storm through two bankruptcies, corrupt ownership, 9/11, and a recession or two. Sun Country is based in Mendota Heights, Minnesota, and majority of its 1,300 employees are born and raised in Minnesota. All of the marketing budget is spent in the Minneapolis/St Paul area attracting locals from the frigid winters to the warm destinations of Mexico and the Caribbean.
(Purely Branded. 2016). The 4 P’s of Marketing Model: The first of the 4 P’s of marketing is product. Sun Country Airlines provides lower cost air travel to vacation destinations and charter flights for Military deployments. (Phelps, D. 2014, April). Military charters are a huge market and profitable business model for Sun Country Airlines, however, when charter flying for the military dropped off as a result in the decline in deployments, Sun Country
…show more content…
(Platt, A. 2015, October). Sun Country’s radio ads emphasize, “You go with Minnesotans, you come home with Minnesotans.” It may be a rather provincial marketing tactic, but it’s an acknowledgement that SY’s passenger business rises and falls at MSP. From local radio, television, and sporting events, Sun Country has always been able to lure locals away from the harsh winters of Minnesota to warm and relaxing vacation spots. The entire year’s success is dependent on the months of January through March. The colder it is and the more it snows, the more people want to vacation to warmer

Related Documents

  • Decent Essays

    Within the past few years several airlines have gone bankrupt or been acquired. For new entrants this doesn’t look very enticing. Threat of substitute services The threat of substitutes is moderate. Since Southwest Airlines is only a domestic airline all of it flights are in competition with cars, buses, and trains. Depending on the ticket prices, fuel costs and the time allotted to get to the destination any of these means of transportation could be considered the best route to go for a customer.…

    • 2600 Words
    • 11 Pages
    Decent Essays
  • Decent Essays

    Ryanair Porter's 5 Forces

    • 1090 Words
    • 5 Pages

    History: In 1985Ryanair was established by Ryan family with share capital of £1 and 25 staff and launched their first route on a 15 seater tiny Bandeirante aircraft but today is one of Europe’s largest and profitable airline. Ryanair’s operation strategy is based on a low cost with their airlines serving short haul point to point routes with no frills attached operations are from its 51 bases in airports all across Europe called Ryanair base. Their strategy is low fares, customer service and frequent point to point service. The low fare is to attract more demand for the service, and deliver the best customer service on short hauls to fly as many times as possible in a day. Ryanair is one of Europe’s most profitable Airline and operates more than 1,600 daily flights from 72 bases.…

    • 1090 Words
    • 5 Pages
    Decent Essays
  • Decent Essays

    Generally, lost cost operators are smaller airlines that offer cheaper fares but reduced luxuries. Low cost airlines have also been affecting and revolutionizing the performance of the airline industry with low fares that appeal to consumers. For example, Southwest is a relatively new airline that is gaining in popularity amongst consumers (Gowrisankaran, 2002). Unlike most airlines, Southwest is different from their competitors because they do not use a ‘hub and spoke system’ (Gowrisankaran, 2002). This system refers to, “a system of airline routes that allows for efficient use of airplanes to cross into other airports to distribute passengers along international flights” (TOH, 1985).…

    • 916 Words
    • 4 Pages
    Decent Essays
  • Decent Essays

    The organization flies just Boeing 737s, to streamline upkeep and preparing, and representative efficiency is high. Planes are pivoted for their next flight in only 15 minutes, 33% the business normal. In spite of the fact that the carrier has supported its wages and gone up against different parts of a customary aircraft, for example, its first codeshare game plan, Southwest remains a free thinker in the business. The activity sets Southwest against less expensive adversaries, for example, Ultra-Low Cost Carrier (ULCCs) Spirit Airlines and additionally legacy transporters like Delta and United, every one of whom have grasped an unbundled evaluating model loaded down with additional extra charges and expenses for administrations going from checking stuff to adjusting flights.…

    • 911 Words
    • 4 Pages
    Decent Essays
  • Decent Essays

    Jetblue Case

    • 1777 Words
    • 7 Pages

    When JetBlue was able to lock in JFK as their base they gained an advantage over its competitors. Many of the low cost competitors did not do business out of New York because it was expensive. JFK was the center for international flights and the CEO of JetBlue thought that it would not face much domestic competition.…

    • 1777 Words
    • 7 Pages
    Decent Essays
  • Decent Essays

    High cost carriers can offer low fares, but these are not sustainable (Tretheway, 2004). In aviation sector, deregulated markets, entrepreneurs, population growth and economic wealth, availability and capacity of secondary airports and the growth of internet use as a distribution channel accelerated the spread of LCCs (Francis, Humphreys, Ison, Aicken, 2006). Southwest, Ryanair, easyJet, Westjet, GOL and Air Asia are examples of this model.  Hybrid carriers Hybrid airline business model combines best features of low-cost model (cost saving methodology) and full service model (service, flexibility and en-route structure). Hybrid airlines mostly operate on short-haul routes.…

    • 774 Words
    • 4 Pages
    Decent Essays
  • Decent Essays

    To counter this, flights were cut by 20% and 16% lay-offs were materialized within weeks. but Southwest held on to its no lay-offs promise. This promise is only made possible through the past organizational culture practices that resulted in strong sustainability, especially, financially. • Southwest CEO Gary Kelly, noted that they are always building a “supportive, active and fun” culture. The importance of this culture is evident in the creation of its Local Culture Committees and a Corporate Culture Committee .The success of this culture is evident since Southwest has received the least customer complaints since 1987.…

    • 1243 Words
    • 5 Pages
    Decent Essays
  • Decent Essays

    The reasons for their increase are including the competitor capacity restraint and fuel surcharges, and slower growth of Ryanair during winter when there's capacity cut. Another strength of Ryanair is airport choices. With its low fare strength, Ryanair open new routes at certain regions of Europe that has little demand for air travel. By doing that, Ryanair expands their market. Moreover, in the recent…

    • 1328 Words
    • 6 Pages
    Decent Essays
  • Decent Essays

    Alaska Airline Industry

    • 1954 Words
    • 8 Pages

    Airline Industry The United States remains the home of the world 's biggest airline industry and air travel continues to be the safest form of intercity transportation in the United States. Approximately 2 million passengers and 50,000 tons of cargo are transported via the U.S. airlines every day. The industry is also responsible for influencing $1.5 trillion in United States economic activity and currently provides more than 11 million jobs (Airlines.org, 2016). Flight schools across the country continually work with airline companies to teach, train and employ the next generation of pilots and flight crews. Aircraft parts manufacturing facilities offer opportunities in highly skilled positions.…

    • 1954 Words
    • 8 Pages
    Decent Essays
  • Decent Essays

    Easyjet Swot Analysis

    • 1560 Words
    • 7 Pages

    However, 2 aspects do raise the threat level in airline industry, extremely low switching costs and no proprietary products or services involved. There is a large cost advantage for existing companies. In the beginning years, airline industry requires a large amount of capital and a strong customer to make profit. Existing companies can retaliate against newer companies by using their high capital and with whatever means necessary such as lowering prices, even taking a loss. Respecting to the low switching costs between brands, Customers prefer to only choose popular airlines.…

    • 1560 Words
    • 7 Pages
    Decent Essays