7p’s of marketing mix (pia) pakistan international airlines marketing project
TRANSCRIPT
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7/23/2019 7Ps Of Marketing Mix (PIA) Pakistan International Airlines Marketing Project
1/14
]gkcstgh Chtfphgtclhge Gcpechfs >]s Li Agpkftchn Acr Agpkftchn ]pljfot
_v`acttfd @: _ggd @ch Afballd A@G [@)IQ CA _ocfhofs ]gnf 7
Olhtfhts
7 Chtpldvotclh: ((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((( 0
0 Ycsclh: ((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((( ?
? Acssclh: ((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((( 4
4 NLGE_ ) L@JFOTCYF_: ((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((( 4
6 AGPKFTCHN ACR "> ]s# (((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((( 6
6(7 ]PLDVOT ((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((( 6
6(7(7 ]CG Ogpnl _fpycof: (((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((( 6
6(7(0 ]CG _}ffdfr _fpycof: ((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((( 6
6(7(? ]CG @vschfssfs ((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((( 6
6(7(4 ]CG _fgt _fpycofs: (((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((( 6
6(7(6 Obgpgotfpcstcos li _fpycofs: ((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((( 9
6(0 ]PCOF:((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((( >
6(0(7 DLAF_TCO PLVTF_:(((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((( >
6(0(0 CHTFPHGTCLHGE PLVTF_ ((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((( >
6(? ]EGOF ((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((( 2
6(?(7 EFYFE LI OBGHHFE: ((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((( 2
6(4 ]PLALTCLH: (((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((( 3
6(4(7 @PLOBVPF_: ((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((( 3
6(4(0 AGNGZCHF ((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((( 7?
6(6 ]FL]EF: ((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((( 7?
6(9 ]PLOF__: ((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((( 746(> ]BS_COGE FYCDFHOF ((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((( 74
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7/23/2019 7Ps Of Marketing Mix (PIA) Pakistan International Airlines Marketing Project
2/14
]gkcstgh Chtfphgtclhge Gcpechfs >]s Li Agpkftchn Acr Agpkftchn ]pljfot
_v`acttfd @: _ggd @ch Afballd A@G [@)IQ CA _ocfhofs ]gnf 0
7 Chtpldvotclh:Gcp tpghs}lpt bgs }pl`g`e hfyfp `ffh alpf ca}lptght tl tbf dfyfel}afht li g hf~ hgtclh
tbgh ch tbf ogsf li ]gkcstgh( Ch Jvhf 7349% ~bfh ]gkcstgh ~gs stcee ch tbf liichn% Ap( Albgaagd
Gec Jchhgb% tbf Ilvhdfp li tbf v}olachn hgtclh% chstpvotfd Ap( A(G( Cs}gbghc% g efgdchn
chdvstpcgecst% tl sft v} g hgtclhge gcpechf% lh g }pclpct `gscs( ^ctb bcs schnvegp ycsclh ghd
ilpfscnbt% Ap( Jchhgb pfgeczfd tbgt ~ctb tbf ilpagtclh li tbf t~l ~chns li ]gkcstgh% sf}gpgtfd
` 77== acefs% g s~cit ghd fiicocfht aldf li tpghs}lpt ~gs ca}fpgtcyf( Lh 0?pd Lotl`fp 7349% g
hf~ gcpechf ~gs `lph( Chctcgee pfncstfpfd gs g }celt }pljfot ch Ogeovttg% Lpcfht Gcp~gs Etd( bgd gt
cts bfea Ap( A(G( Cs}gbghc gs Obgcpagh ghd Gcp ycof Agpsbge L(K( Ogptfp gs Nfhfpge Aghgnfp(
Tbf hf~ ogppcfp.s `gsf pfagchfd ch Ogeovttg ghd gh l}fpgtchn ecofhsf ~gs l`tgchfd ch Ag
734>( Ilvp Dlvnegs DO!?s ~fpf }vpobgsfd ipla Tfa}l li Tfrgs ch If`pvgp 734> ghd
l}fpgtclhs olaafhofd lh 4tb Jvhf 734>( Tbf dfscnhgtfd plvtf ilp Lpcfht Gcp~gs ~gs
Ogeovttg!Gkg`!Pghnllh% ~bcob gesl bg}}fhfd tl `f tbf icpst }lst!~gp chtfphgtclhge sfotlp tl
`f iel~h ` gh gcpechf pfncstfpfd ch Chdcg( ^ctbch t~l alhtbs li Lpcfht Gcp~gs. l}fpgtclhge
`fnchhchns% ]gkcstgh ~gs `lph( Tbf `cptb li g hf~ hgtclh nfhfpgtfd lhf li tbf egpnfst tpghsifps
li }l}vegtclh ch tbf bcstlp li aghkchd( Lpcfht Gcp~gs% gelhn ~ctb tbf bfe} li @LGO gcpopgit
~bcob bgd `ffh obgptfpfd ` tbf Nlyfphafht li ]gkcstgh% stgptfd pfecfi l}fpgtclhs ghd
tpghs}lptgtclh li }fl}ef `ft~ffh Dfebc ghd Kgpgobc% tbf t~l og}ctges( _v`sfwvfhte% Lpcfht
Gcp~gs tpghsifppfd cts `gsf tl ]gkcstgh ghd fstg`ecsbfd g yctge echk `ft~ffh Kgpgobc ghd Dgoog%
tbf t~l og}ctges li tbf t~l ~chns li ]gkcstgh( ^ctb g skfeftlh iefft li jvst t~l DO!?s% tbpff
opf~ afa`fps% ghd t~feyf afobghcos% Lpcfht Gcp~gs egvhobfd cts sobfdvefd l}fpgtclhs ch g
igcp!tgef aghhfp( Tbf chctcge plvtfs ~fpf Kgpgobc!Egblpf!]fsbg~gp% Kgpgobc!Wvfttg!Egblpf ghd
Kgpgobc!Dfebc Ogeovttg!Dgoog( @ tbf fhd li 7343% Lpcfht Gcp~gs bgd gowvcpfd 7= DO!?s ghd ?
Olhygcp 04=s ~bcob ~fpf l}fpgtfd lh tbfsf plvtfs( Ch 736=% ct bgd `folaf chopfgschne
g}}gpfht tbgt gddctclhge og}goct ~lved bgyf tl `f chdvotfd tl ogtfp tl tbf npl~chn hffds li
tbf sv`!olhtchfht( Lpcfht Gcp~gs ~gs g }pcygtfe l~hfd ola}gh% ~ctb ecactfd og}ctge ghd
pfslvpofs( Ct olved hlt `f fr}fotfd tl npl~ ghd fr}ghd chdf}fhdfhte( Ct ~gs tbfh tbgt tbf
Nlyfphafht li ]gkcstgh dfocdfd tl ilpa g stgtf!l~hfd gcpechf ghd chyctfd Lpcfht Gcp~gs tl
afpnf ~ctb ct( Tbf lvtolaf li tbf afpnfp ~gs tbf `cptb li g hf~ gcpechf% tbplvnb ]CGO
Lpdchghof 7366 lh Jghvgp 7=% 7366(
Ch gddctclh tl tpghs}lpt gotcyctcfs% Lpcfht Gcp~gs bgd fstg`ecsbfd tbf hvoefvs li lyfpbgve ghd
agchtfhghof igocectcfs ghd gowvcpfd tpgchfd }celts% fhnchffps ghd tfobhcocghs% afgsvpfs ~bcob
}plyfd tl `f g npfgt gssft ilp ]CG dvpchn cts tfftbchn }bgsf(
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7/23/2019 7Ps Of Marketing Mix (PIA) Pakistan International Airlines Marketing Project
3/14
]gkcstgh Chtfphgtclhge Gcpechfs >]s Li Agpkftchn Acr Agpkftchn ]pljfot
_v`acttfd @: _ggd @ch Afballd A@G [@)IQ CA _ocfhofs ]gnf ?
Ch 7369% lpdfps ~fpf }egofd ilp t~l _v}fp Olhstfeegtclhs ghd icyf Ycsolvhts ~bcob ~fpf tl `f
dfecyfpfd ch 7363( Gt tbcs jvhotvpf% ]CG }lssfssfd g sagee iefft ~bcob ola}pcsfd li Olhygcps%
Ycsolvhts% _v}fp Olhstfeegtclhs ghd DO!?s(
^bcef Ap( A(G( Cs}gbghc ~gs tbf icpst Obgcpagh li tbf hf~ dhgaco gcpechf; ct ~gs tbf icpst
Aghgnchn Dcpfotlp li ]CG% Ap( Zgigp!ve!Gbsgh% ~bl ch bcs 4 fgp tfhvpf% nlt tbf `gee tpve pleechn
ghd sft tbf sbg}f li tbchns tl olaf( Tbf ]CG Bfgd Liicof `vcedchn gt Kgpgobc Gcp}lpt% ~bcob
blvsfs gee tbf agjlp df}gptafhts li tbf gcpechf% ~gs tbf `pgch!obced li Ap( Zgigp!ve! Gbsgh( Ch
igot% lh bcs df}gptvpf ipla tbf gcpechf% tbf fa}elffs }pfsfhtfd bca ~ctb g sceyfp pf}ecog li tbf
`vcedchn ~ctb tbf og}tclh% "Tbf Blvsf Slv @vcet"(
Ch 7363% tbf Nlyfphafht li ]gkcstgh g}}lchtfd Gcp Olaaldlpf Hvp Kbgh gs tbf Aghgnchn
Dcpfotlp li ]CG( ^ctb bcs ycsclhgp efgdfpsbc}% ]CG .tllk lii. ghd ~ctbch g sblpt s}gh li 9 fgps%
ngchfd tbf stgtvpf ghd stgtvs li lhf li tbf ~lped.s iplhtechf ogppcfps( Ch gycgtclh ocpoefs% tbcs
}fpcld bgs litfh `ffh pfifppfd tl gs tbf "nledfh fgps li ]CG"(
Dfyfel}afht% fr}ghsclh% ghd npl~tb ~fpf kf~lpds tbgt tbf hf~ aghgnfafht ~gs
olaacttfd tl( Ch Agpob 739=% ]CG egvhobfd cts icpst @lfchn >=> jft sfpycof lh tbf Elhdlh!
Kgpgobc!Dgoog% plvtf ~bcob egtfp }plyfd tl `f yfp svoofssive( Tbcs tpgce!`egzchn goola}ecsbafht
pfsvetfd ch ]CG `folachn tbf icpst Gscgh Gcpechf tl l}fpgtf g jft gcpopgit% sfttchn tpfhds ilp tbf
ivtvpf( Ch 7397% tbf gcpechf tllk lh tbf agaaltb tgsk li chctcgtchn g oplss!Gteghtco sfpycof ipla
Kgpgobc tl Hf~ Slpk( @ tbcs tcaf% ]CG bgd }egofd lpdfps ilp alpf hf~ gcpopgit% ~bcob choevdfd
Ilkkfp I!0>s% @lfchn >0=@s ghd _cklpsk bfecol}tfps( Bfecol}tfp sfpycofs ch Fgst ]gkcstgh bgd
ngchfd alafhtva ` 7390 ghd fr}ghdfd tl choevdf _ebft% Obcttgnlhn% Dgoog% Olaceeg ghd
Csbvpdc( ]CG.s bfecol}tfp sfpycofs ogppcfd lyfp >=%=== }gssfhnfps dvpchn tbf icpst fgp li
l}fpgtclh( Gt tbf tcaf% ct ~gs pfngpdfd gs g stfeegp l}fpgtclh% fwvge tl gh ltbfp ch tbf ~lped(
Vhilptvhgtfe% dvf tl t~l acsbg}s% tbf sfpycof ~gs dcsolhtchvfd ch 7399(
]CG cs tbf icpst gcpechf tl nft ofptcicfd chctcge ofptcicogtclh# lh _gift Aghgnfafht _stfa _A_#
` Ocyce Gycgtclh Gvtblpct OGG ! ]gkcstgh( OGG Gcp Hgycngtclh Lpdfp GHL 37(==?0 cssvfd ch
_f}tfa`fp 0==2# `chds gee gcpechfs l}fpgtchn ch ]gkcstgh tl bgyf _A_( ^fee `filpf tbf cssvghof
li tbcs GHL% ]CG chctcgtfd _A_ g~gpfhfss ghd ca}efafhtgtclh ch Jve 0==2( ]CG g~gpdfd chctcge
ofptcicogtclh lh _A_ ch 0>tb If`pvgp 0==3 ` OGG(
0 Ycsclh:]CGs ycsclh cs tl `f g ^lped oegss gcpechf% afftchn ovstlafp fr}fotgtclhs tbplvnb frofeefht
sfpycofs% lhftcaf }fpilpaghof% chhlygtcyf }pldvots ghd g`slevtf sgift
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7/23/2019 7Ps Of Marketing Mix (PIA) Pakistan International Airlines Marketing Project
4/14
]gkcstgh Chtfphgtclhge Gcpechfs >]s Li Agpkftchn Acr Agpkftchn ]pljfot
_v`acttfd @: _ggd @ch Afballd A@G [@)IQ CA _ocfhofs ]gnf 4
? Acssclh:Fa}elff tfga ~cee olhtpc`vtf tl~gpds agkchn ]CG g nel`ge gcpechf li oblcof tbplvnb:
Liifpchn wvgect ovstlafp sfpycof ) chhlygtcyf }pldvot( Vschn stgtf!li!tbf!Gpt Tfobhlelncfs Fhsvpchn olst fiifotcyf afgsvpfs ch }plovpfafht ghd l}fpgtclhs Dfyfel}chn sgift ovetvpf
4 NLGE_ ) L@JFOTCYF_:Goolpdchn tl ]CGO Got 7369% ileel~chn gpf tbf agch l`jfotcyfs li ]CG Olp}lpgtclh(
Tl }plycdf ghd ivptbfp dfyfel} sgif% fiicocfht% gdfwvgtf% folhlacoge ghd }pl}fpeollpdchgtfd dlafstco gs ~fee gs chtfphgtclhge gcp tpghs}lpt sstfa(
Tl l}fpgtf gh gcp tpghs}lpt sfpycof lp gh iecnbt ` gcpopgit ilp g olaafpocge lp ltbfp}vp}lsf% ghd tl ogpp gee ilpas li gfpcge ~lpk(
Tl gowvcpf% l~h% pvh% aghgnf lp }gptcoc}gtf ch tbf pvhhchn aghgnfafht li% gh bltfe lp`vschfss olhhfotfd tbfpf~ctb(
Tl }plycdf ilp tbf chstpvotclh ghd tpgchchn ch agttfps olhhfotfd ~ctb gcpopgit lp iecnbt `gcpopgit li }fpslhs fa}elfd lp dfscplvs ci `fchn fa}elfd fctbfp ` tbf olp}lpgtclh lp
` ltbfp }fpslh(
Tl }plaltf gh lpnghczgtclh lvtscdf ]gkcstgh ilp tbf }vp}lsf li fhngnchn ch ghgotcyct li g kchd ~bcob tbf olp}lpgtclh bgs }l~fp tl ogpp lvt(
Tl gowvcpf% bled lp dcs}lsf li gh }pl}fpt% ~bftbfp alyg`ef lp caalyg`ef% lp ghtpghs}lpt vhdfptgkchn(
Tl pf}gcp% lyfpbgve% pfolhstpvot gssfa`ef lp pfolhdctclh gcpopgit% yfbcoefs lp ltbfpagobchf }gpts% goofsslpcfs l~hfd ` tbf olp}lpgtclh lp ` gh ltbfp }fpslh(
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7/23/2019 7Ps Of Marketing Mix (PIA) Pakistan International Airlines Marketing Project
5/14
]gkcstgh Chtfphgtclhge Gcpechfs >]s Li Agpkftchn Acr Agpkftchn ]pljfot
_v`acttfd @: _ggd @ch Afballd A@G [@)IQ CA _ocfhofs ]gnf 6
6 AGPKFTCHN ACR "> ]s#Agpkftchn Acr cs tbf sft li agpkftchn tlles tbgt tbf icpa vsfs tl }vpsvf cts agpkftchn l`jfotcyfs ch tbf
tgpnft agpkft( Tbfpf gpf ectfpgee dlzfhs li agpkftchn acr tlles( AoOgptb }l}vegpczfd > igotlp
oegsscicogtclhs li tbfsf tlles ogeefd > ]s: ]pldvot% ]pcof% ]egof% ]plaltclh% }fl}ef% }plofss ghd }bscog
fycdfhof( _l tbfsf > ]s li ]CG gpf dcsovssfd gs ileel~s:
6(7 ]PLDVOTG }pldvot cs ghtbchn tbgt ogh `f liifpfd tl g agpkft ilp getfpgtclh% gowvcsctclh% vsf% lp
olhsva}tclh tbgt acnbt sgtcsi g ~ght lp hffd( Alst }pldvots ~f tbchk li gpf }bscoge
}pldvots% `vt ct gesl choevdfs sfpycofs( ]CGO cs gesl }plycdchn sfpycofs tl tbf hgtclh% ~bcob ogh
`f ogtfnlpczfd gs ileel~s:
]CG Ogpnl ]CG _}ffdfr ]CG @vschfssfs ]CG _fgt sfpycofs ]CG Fhnchffpchn
6(7(7]CG Ogpnl _fpycof:]CG Ogpnl% tbf gcp ipfcnbt dcycsclh li ]gkcstgh Chtfphgtclhge Gcpechfs% olaafhofd ipfcnbtfp
l}fpgtclhs ch 73>4% ~ctb chctcge iecnbts tl tbf V_G% Fvpl}f% ghd Blhn Klhn( ^ctbch g sblpt tcaf!
s}gh% ]CG Ogpnl bgs `vcet g pf}vtgtclh ilp tcafe dfecyfpcfs% l}fpgtclhge frofeefhof% ghd g bcnb
stghdgpd li ovstlafp sfpycof( Ch gddctclh tl cts olvhtp!~cdf% dlafstco hft~lpk ch ]gkcstgh% ]CG
Ogpnl dfecyfps ogpnl sbc}afhts tl lyfp 4= chtfphgtclhge dfstchgtclhs% ~bcef sfpychn tbf pfst li
tbf ~lped tbplvnb chtfpechf ogppcgnf(
6(7(0]CG _}ffdfr _fpycof:]CG.s iegnsbc} olvpcfp sfpycof% _}ffdfr% dfecyfps dlovafhts ghd }gpofes li gh sczf% gt ovstlafp
dllpstf}( ^ctb g ygst dlafstco hft~lpk% ovttchn!fdnf tfobhleln% ghd tbf bcnbfst stghdgpds li
ovstlafp sfpycof% ]CG _}ffdfr cs ]gkcstgh.s olvpcfp ola}gh li oblcof(
6(7(?]CG @vschfssfsIlp tbf ovstlafps lp `vschfssfs ~bl gpf sv}}ecfp li nllds lp sfpycofs% tbcs sfotclh ecsts tbf
ygpclvs tfhdfps% lp hffds% ilp tbf dcycsclhs li ]CG ghd cts sv`scdcgpcfs(]CG ilovs lh
stpfhntbfhchn pfegtclhsbc}s ~ctb tbcpd!}gpt sfpycof }plycdfps sl tbgt% tlnftbfp% tbf dfecyfp
frofeefht ovstlafp fr}fpcfhofs(
6(7(4]CG _fgt _fpycofs:]CG gesl ]plycdf ]gssfhnfp sfpycofs tl cts Ovstlafp ogtfnlpczfd ch tbpff oegssfs c!f @vschfss oegss ghd
Folhla ]evs oegss ghd Folhla Oegss(
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7/23/2019 7Ps Of Marketing Mix (PIA) Pakistan International Airlines Marketing Project
6/14
]gkcstgh Chtfphgtclhge Gcpechfs >]s Li Agpkftchn Acr Agpkftchn ]pljfot
_v`acttfd @: _ggd @ch Afballd A@G [@)IQ CA _ocfhofs ]gnf 9
6(7(6Obgpgotfpcstcos li _fpycofs:Tbf obgpgotfpcstcos li tbf sfpycofs }plycdfd ` ]CGO gpf df}cotfd ch tbf ileel~chn echfs(
6(7(6(7CHTGHNC@ECTS_fpycofs }plycdfd ` ]CG gpf chtghnc`ef( Vheckf }bscoge }pldvot% tbf oghhlt `f sffh% tfstfd%ifet% bfgpd lp safeefd `filpf tbf gpf `lvnbt( Tbfpfilpf% tbf `vfp oghhlt sff tbf pfsvet
`filpf tbf }vpobgsf( Tl pfdvof vhofptgche% tbf `vfps ~cee ellk ilp scnhs ghd fycdfhof li tbf
sfpycof wvgect( Tbf ~cee dpg~ chtfpigof g`lvt tbf wvgect li tbf sfpycof ipla }egof% }fl}ef%
fwvc}afht% olaavhcogtclh agtfpcge% sa`les ghd }pcof tbgt tbf ~cee sff( Tbfpfilpf% ]CGs tgsk
cs tl aghgnf tbf fycdfhof% tl tghnc`efs tbf chtghnc`efs(
6(7(6(0CH_F]GPG@CETS_fpycofs gpf t}cogee }pldvofd ghd olhsvafd gt tbf sgaf tcaf( Ci tbf sfpycof cs pfhdfpfd ` g
}fpslh% tbfh tbf }fpslh cs g }gpt li sfpycof( _chof tbf oecfht cs gesl }pfsfht gs tbf sfpycof cs
`fchn }pldvofd(
6(7(6(?YGPCG@CECTS_fpycofs gpf bcnbe ygpcg`ef% gs tbf df}fhd lh ~bl }plycdfs tbfa ghd ~bfh ghd ~bfpf tbf
gpf }plycdfd( _fpycof icpa ogh tgkf t~l stf}s tl~gpds wvgect olhtple( Tbf icpst stf} cs chyfstchn
ch nlld }fpslhhfe sfefotclh ghd tpgchchn( ]CG s}fhds sv`stghtcge svas tl tpgch tbfcp fa}elffs
ch }plycdchn nlld sfpycof( _folhd stf} cs alhctlpchn ovstlafp sgtcsigotclh sstfa ghd ]CG gesl
dl hlt }pl}fpe alhctlp ovstlafp sgtcsigotclh(
6(7(6(4]FPC_BG@ECTS_fpycofs oghhlt `f stlpfd ghd tbf bgyf hl sfei ecif( ^bfh dfaghd ievotvgtfs% sfpycof icpas
bgyf dciicovet }pl`efas% eckf ]CG bgs tl g}}e avob alpf fwvc}afht `fogvsf li }fgk }fpcld
dfaghd lh g s}focico plvtf tbgh ct ~lved% ci dfaghd% ~gs fyfh tbplvnblvt tbf fgp( ]CG vsf
ileel~chn stpgtfncfs ilp }pldvochn g `fttfp agtob `ft~ffh dfaghd ghd sv}}e(
6(7(6(4(7Lh tbf dfaghd scdf Dciifpfhtcge }pcochn tl sbcit slaf dfaghd ipla }fgk tl lii }fgk }fpclds
Hlh }fgk dfaghd ogh f ovetcygtfd
Pfsfpygtclh sstfa cs lhf ~g tl aghgnf tbf dfaghd efyfe% ghd ]CG fa}el ct frtfhscyfe(
6(7(6(4(0Lh tbf sv}}e scdf ]fgk tcaf fiicocfho plvtchfs gpf chtpldvofd( Fa}elffs }fpilpa lhe fssfhtcge tgsks dvpchn
}fgk }fpclds
_bgpfd sfpycofs gpf dfyfel}fd ` chtfpechf gnpffafhts(
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7/23/2019 7Ps Of Marketing Mix (PIA) Pakistan International Airlines Marketing Project
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]gkcstgh Chtfphgtclhge Gcpechfs >]s Li Agpkftchn Acr Agpkftchn ]pljfot
_v`acttfd @: _ggd @ch Afballd A@G [@)IQ CA _ocfhofs ]gnf >
6(0 ]PCOF:G }plict lpnghczgtclh igofs tbf tgsk li sfttchn g }pcof lh tbfcp }pldvot , sfpycof( ]pcof cs tbf
galvht li alhf tbgt ovstlafps bgyf tl }g ilp tbf sfpycof( Bl~ gpf }pcofs sft< ]CG bgs tl
dfge ~ctb }pcochn gs}fot ch t~l t}fs li sctvgtclh(
7( ]pcochn li }gssfhnfp tcokfts0( ]pcochn li Ogpnl Gcp~gs @cee
Ilp t~l t}fs li plvtfs% dlafstco plvtfs ghd chtfphgtclhge plvtfs% dciifpfht }pcochn }lecocfs gpf
vsfd ` ]CG(
6(0(7DLAF_TCO PLVTF_:]pcofs ilp dlafstco plvtfs gpf icrfd ` nlyfphafht li ]gkcstgh ilp ]CG( Tbf olst }evs aftbld cs
vsfd tl sft }pcofs gt dlafstco efyfe( Aghgnfafht fstcagtfs tbf }pcof ` vschn ileel~chn scr
stf}s }plofdvpf ghd sfht tl tbf nlyfphafht ilp ichge g}}plyge:
7( _fefotchn tbf }pcof l`jfotcyf
0( Dftfpachchn Dfaghd
?( Fstcagtchn olsts
4( Ghgezchn ola}ftctlps }pcofs ) liifps
6( _fefotchn g }pcochn aftbld
9( _fefotchn tbf ichge }pcof
6(0(0CHTFPHGTCLHGE PLVTF_Tbf }pcofs ilp chtfphgtclhge plvtfs gpf sft ` Chtfphgtclhge Gcp Tpgyfe Gsslocgtclh CGTG#( Tbf
CGTG dlfs hlt geel~ gh dcsolvht lh gh chtfphgtclhge plvtfs; tcokft sbl~s tbf ivee }pcof ilp tbf
plvtf ~bcef gcpechfs obgpnf dcsolvhtfd igpf ` ovttchn tbfcp }pfsopc`fd sbgpf li }plict( Bl~fyfp%
]CG fstg`ecsbfs tbf }pcochn stpgtfncfs lh dciifpfht chtfphgtclhge plvtfs kff}chn ch ycf~ tbf
ileel~chn }lchts:
7( Dfaghd ilp sfgt% npfgtfp dfaghd tfhds tl hl dcsolvht
0( Ola}ftctlps }pcof
?( Olst li l}fpgtclh
4( T}f li Gcpopgit vsfd
Lh tbf ltbfp bghd ]CG bgs tbpff ogtfnlpcfs li tbfcp }pcochn gs `fel~; tbf gesl ygp ` sfgslh
tl sfgslh ghd gt }fgk tcaf(
Bcnbfp }pcofs _blvedfp }pcofs El~ }pcofs
Ilp frga}ef:
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7/23/2019 7Ps Of Marketing Mix (PIA) Pakistan International Airlines Marketing Project
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]gkcstgh Chtfphgtclhge Gcpechfs >]s Li Agpkftchn Acr Agpkftchn ]pljfot
_v`acttfd @: _ggd @ch Afballd A@G [@)IQ CA _ocfhofs ]gnf 2
6(? ]EGOFAgpkftchn obghhfes ogh `f ycf~fd gs sfts li chdf}fhdfht lpnghczgtclhs chyleyfd ch tbf }plofss
li agkchn g }pldvot lp sfpycof gygceg`ef tl vsf( G dcstpc`vtclh sstfa cs g kf pfslvpof( ]CG bgs
}gptcgee l~hfd dcstpc`vtclh sstfa(
6(?(7EFYFE LI OBGHHFE:]CG vsfs t~l efyfes li obghhfes% ~bcob gpf dfsopc`fd gs `fel~:
6(?(7(7ZFPL EFYFE OBGHHFE_:Ct cs gesl khl~h gs dcpfot agpkftchn obghhfe( Bfpf ]CG sfees tbf tcokfts dcpfote tl ichge vsfps%
tbplvnb cts tcokft olvhtfps( Ch Egblpf% ]CG bgs tcokft ghd `llkchn liicof tl sfee dcpfote tl tbf
ovstlafps( Gee svob liicofs li ]CG gpf ola}vtfpczfd ghd dcpfote echkfd ~ctb tbf bfgd liicof gt
Kgpgobc( Ileel~chn gpf slaf ]CG @llkchn Liicof Elogtclhs:
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]gkcstgh Chtfphgtclhge Gcpechfs >]s Li Agpkftchn Acr Agpkftchn ]pljfot
_v`acttfd @: _ggd @ch Afballd A@G [@)IQ CA _ocfhofs ]gnf 3
6(?(7(0LHF EFYFE OBGHHFE:Bfpf tpgyfe gnfhts% gs chtfpafdcgpcfs% gpf chyleyfd ch sfeechn li tcokfts tl tbf ovstlafps( Agh
tpgyfe gnfhts gpf }plycdfd ~ctb tbf gvtl tcokftchn ghd pfsfpygtclh sstfa( Tbfpf gpf t~l t}fs
li gnfhts ~bcob gpf dfichfd gs ileel~s:
6(?(7(0(7 CGTG GnfhocfsTbfpf gpf ?= CGTG g}}plyfd tpgyfe gnfhocfs ~bcob dfges ~ctb ]CG( Tbfsf gnfhocfs ogh gesl `f
stlokfd ghd sfee tbf tcokfts li ltbfp gcpechfs( Olaacssclh li tbfsf gnfhts cs gs ileel~s:
Chtfphgtclhge sfotlp 1 3& Dlafstco sfotlp 1 6&
6(?(7(0(0 DC_TPCOT _GEF_ GNFHT_Tbfsf gpf tbf gnfhts ~bl froevscyfe dfge ~ctb ]CGs tcokft ghd oghhlt dfge ch ltbfp gcpechfs(
Hlpagee% tbfsf gpf elogtfd% ~bfpf ]CG dlfs hlt bgyf sgefs }lcht(
Bl~fyfp% tbfpf cs lhf ch Egblpf( Tbf olaacssclh }plycdfd tl Nfhfpge _gefs Gnfhts cs:
Chtfphgtclhge sfotlp 1 70 & Dlafstco _fotlp 1 6 &
6(4 ]PLALTCLH:]CG cs hlt chyfstchn avob ch tbcs gpfg( Tbf jvst vsf `plobvpfs% hf~s}g}fps% Chtfphft ghd slaf
TY olaafpocge ~bfh }fgk sfgslh cs hlt tbfpf( Gnfhts }eg gh ca}lptght plef ch }plaltclh gs
tbf olhychof tpgyfefp tl tpgyfe tbplvnb ]CG( _laf `plobvpfs gpf ecstfd `fel~:
6(4(7@PLOBVPF_:6(4(7(7VAPGB AGDF FG_CFP:]CG liifps alpf iecnbts tl Jfddgb ch Ag% Jvhf ghd Jve ilp Vapgb( Tbfsf gddctclhge iecnbts ~cee
hlt lhe }plycdf alpf tpgyfe l}tclhs tl Vapgb ]cenpcas `vt ~cee gesl fhg`ef alpf }fl}ef tl
}fpilpa tbf ble pctvge( ]cenpcas ogh hl~ fhjl olailptg`ef ghd evrvpclvs jlvphf ch @lfchn!
>>>s
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7/23/2019 7Ps Of Marketing Mix (PIA) Pakistan International Airlines Marketing Project
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]gkcstgh Chtfphgtclhge Gcpechfs >]s Li Agpkftchn Acr Agpkftchn ]pljfot
_v`acttfd @: _ggd @ch Afballd A@G [@)IQ CA _ocfhofs ]gnf 7=
6(4(7(0]CG .@VDNFT IECNBT. ! FHJLS V] TL ?3& DC_OLVHT LH PFNVEGP IGPF_:]CG chtpldvofs @vdnft Iecnbt ft~ffh Kgpgobc% Egblpf% ghd Csegag`gd(
Ie ]CG.s hf~ GTP V} tl 7=kn bghd `gnngnf geel~fd Hl obfokfd!ch gnngnf Olhdctclh g}}e
6(4(7(?]CG IEFRC@EF IGPF_ ! ]EGH GBFGD ) ]GS EF__: @llk Chtfphgtclhge lp Dlafstco iecnbts gs fgpe gs }lssc`ef `fogvsf tbf fgpecfp lv `v%
tbf obfg}fp lv ie(
G ygpcft li dcsolvhts ch @vschfss% Folhla ]evs% ) Folhla Oegssfs( Tbf `fhfict li fyfh el~fp igpfs ch tbf efgh tpgyfe }fpcld( Iefrc`ef Igpfs gpf g}}ecog`ef lh sfotlps ~bfpf Pfyfhvf Aghgnfafht cs ca}efafhtfd( Olhdctclhs g}}e
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7/23/2019 7Ps Of Marketing Mix (PIA) Pakistan International Airlines Marketing Project
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]gkcstgh Chtfphgtclhge Gcpechfs >]s Li Agpkftchn Acr Agpkftchn ]pljfot
_v`acttfd @: _ggd @ch Afballd A@G [@)IQ CA _ocfhofs ]gnf 77
6(4(7(4IES @V_CHF__ OEG__ ^CTB G IPFF TCOKFT: @v tbpff tcokfts ghd nft lhf IPFF @v lhf tcokft ghd }g LHES 6=& ilp lvp ola}ghclh Tbf liifp cs gygceg`ef lh Chtfphgtclhge plvtfs lhe Tbcs liifp cs hlt gygceg`ef lh VK% V_G ) Oghgdg sfotlps Tbcs igocect cs lhe ygecd ilp tbf sfotlps ~bfpf PA cs hlt ca}efafhtfd
6(4(7(6DC_OLVHT TL _TVDFHT_ LH CHTFPHGTCLHGE GHD DLAF_TCO _FOTLP_: 06& dcsolvht liifpfd tl stvdfhts lh Dlafstco plvtfs( 7=& dcsolvht lh Chtfphgtclhge plvtfs cs ygecd lhe lh tbf plvtfs ~bfpf PA cs hlt
ca}efafhtfd
Liifp ogh `f gygcefd froevscyfe ipla ]CG @llkchn Liicofs lp tbf ]CG olvhtfps gt tbfgcp}lpt(
Tbf liifp cs gygceg`ef lhe ilp Folhla Oegss }gssfhnfps
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7/23/2019 7Ps Of Marketing Mix (PIA) Pakistan International Airlines Marketing Project
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]gkcstgh Chtfphgtclhge Gcpechfs >]s Li Agpkftchn Acr Agpkftchn ]pljfot
_v`acttfd @: _ggd @ch Afballd A@G [@)IQ CA _ocfhofs ]gnf 70
6(4(7(9]CG _]FFDFR DFECYFP_ ^CTB _]FFD% PFECG@CECTS% GHDGIILPDG@CECTS:
]CG _}ffdfr dfecyfps dlovafhts ghd }gpofes tl lvp dllpstf}% ~ctb g ygst dlafstcohft~lpk% ovttchn!fdnf tfobhleln% ghd tbf bcnbfst stghdgpds li ovstlafp sfpycof(
]CG _}ffdfr liifps g pghnf li iefrc`ef dfecyfp l}tclhs tl svct lvp `vdnft ghd lvphffds(
_gaf Dg _}ffd Lyfphcnbt _}ffd _folhd Dg _}ffd _fgslhge ]pldvots Hf~#
6(4(7(>OECOK .H. IES ^CTB ]CG ^F@ TCOKFTCHN:
_fovpf lhechf opfdct ogpd tpghsgotclh Olhyfhcfht goofssc`cect ipla blaf lp liicof
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7/23/2019 7Ps Of Marketing Mix (PIA) Pakistan International Airlines Marketing Project
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]gkcstgh Chtfphgtclhge Gcpechfs >]s Li Agpkftchn Acr Agpkftchn ]pljfot
_v`acttfd @: _ggd @ch Afballd A@G [@)IQ CA _ocfhofs ]gnf 7?
6(4(7(2IPFF ]COK ) DPL] _FPYCOF: ]CG hl~ liifps tbf ipff }cok ghd dpl} sfpycof ipla lvp dllp tl gcp}lpt( Tbcs liifp ~cee `f liifp lhe ilp @vschfss oegss(
6(4(0 AGNGZCHF]CG ~cee ncyf gdyfptcsfafht ch dciifpfht agngzchfs lhof gitfp t~l alhtb ~ctb g olv}lh li 76&
lii ch tbf ileel~chn agngzchfs(
Tcafs Agngzchfs _}cdfp Gvplpg
6(4(0(7Hf~s}g}fp Gdyfptcsfafht]CG ~cee ipfwvfhte ncyf tbf gdyfptcsfafht ch tbf alst pfgdg`ef hf~s}g}fps% afhtclhfd gs
`fel~: Jvhn Dg~h @vschfss pfolpdfp
^f bgyf }eghhfd tl fhecnbtfh lvp ivtvpf }eghs tl lvp obfpcsbfd ovstlafps ch tbf v}olachn
alhtb(
6(6 ]FL]EF:Gh fssfhtcge chnpfdcfht tl gh sfpycof }plycsclh cs tbf vsf li g}}pl}pcgtf stgii ghd }fl}ef(
Fssfhtcge ci tbf lpnghczgtclh ~ghts tl l`tgch g ilpa li ola}ftctcyf gdyghtgnf( Olhsvafps agkf
jvdnafhts ghd dfecyfp }fpof}tclhs li tbf sfpycof `gsfd lh tbf fa}elffs tbf chtfpgot ~ctb(
_tgii sblved bgyf tbf g}}pl}pcgtf chtfp}fpslhge skcees% gttctvdf% ghd sfpycof khl~efdnf tl
}plycdf tbf sfpycof tbgt olhsvafps gpf }gchn ilp( Agh @pctcsb lpnghczgtclhs gca tl g}}e ilp
tbf Chyfstlps ch ]fl}ef goopfdctgtclh% ~bcob tfees olhsvafps tbgt stgii cs tgkf ogpf ` tbf
ola}gh ghd tbf gpf tpgchfd tl ofptgch stghdgpds(
Tbfpf gpf tltge 0=%636 fa}elffs ~lpkchn ch ]gkcstgh Chtfphgtclhge Gcp}lpt ]CG# ~bcob choevdfs
@lgpd li Dcpfotlps% Olp}lpgtf sfopftgp% Bfgd li Chtfphge Gvdct% Frfovtcyf Aghgnfafht ghd
Gvdctlps vhdfp dciifpfht df}gptafhts(
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7/23/2019 7Ps Of Marketing Mix (PIA) Pakistan International Airlines Marketing Project
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]gkcstgh Chtfphgtclhge Gcpechfs >]s Li Agpkftchn Acr Agpkftchn ]pljfot
_v`acttfd @: _ggd @ch Afballd A@G [@)IQ CA _ocfhofs ]gnf 74
6(9 ]PLOF__:Ch ]CG tbf }plofss cs tcaf ~bfh tbf ovstlafps `v tbf tcokfts ghd tbf tcaf li tbfcp eghdchn tl
tbfcp dfstchgtclh( Tcokftchn liicofs gpf gygceg`ef ilp ovstlafps gt gee tbfpf hfgp dfstchgtclh( Ch
]gkcstgh ]CG bgyf gcp}lpts ch dciifpfht octcfs( Cts v} tl tbf sfpycofs pfofcyfp ipla ~bfpf tbf
~ght tl ie(
Icpst tbf ovstlafp Pfsfpyf g sfgt% tbgh }vpobgsf tbf tcokft ipla bcs,bfp hfgpfst ]CG Tcokftchn
Liicof tbgh gitfp bgychn tcokft tbf ovstlafp bgs tl pfgob gt gcp}lpt gt tbf tcaf afhtclhfd Ch
tbf tcokft gs stgtfd g`lyf tbgt tcaf cs tbf }lcht ~bcob dfocdf tbf ola}eftf }plofss li tbcs
_fpycof sl ~bfh ovstlafp pfgob tl Gcp}lpt gt tbf tcaf afhtclhfd bf,sbf ogh ie gitfp slaf
sfovpct oefgpghof tl~gpd bcs dfscpfd dfstchgtclh ~ctb npfgt olailpt tbplvnb ]CG(
6(> ]BS_COGE FYCDFHOFCt cs tbf agtfpcge }gpt li g sfpycof( _tpcote s}fgkchn tbfpf gpf hl }bscoge gttpc`vtfs tl g sfpycof%
sl g olhsvafp tfhds tl pfe lh agtfpcge ovfs( Tbfpf gpf agh frga}efs li }bscoge fycdfhof%
choevdchn slaf li tbf ileel~chn:
]gokgnchn( Chtfphft,~f` }gnfs( ]g}fp~lpk svob gs chylcofs% tcokfts ghd dcs}gtob hltfs#( @plobvpfs( Ivphcsbchns( _cnhgnf svob gs tblsf lh gcpopgit ghd yfbcoefs#( Vhcilpas( @vschfss ogpds( Tbf `vcedchn ctsfei svob gs }pfstcnclvs liicofs lp sofhco bfgdwvgptfps#( Agce`lrfs ghd agh ltbfps ( ( ( ( ( ( Tbf frcstfhof li gcpopgits% tcokft liicofs% fhycplhafht% gcp `vsfs% gcp }lpts gpf tbf
fycdfhofs ilp ovstlafps li ]CG
Ileel~chn Icnvpfs sbl~s tbf ]bscoge Fycdfhof li ]CG:
Jchhgb Tfpachge Kgpgobc% ]gkcstgh Geegag Cw`ge Chtfphgtclhge Gcp}lpt%Egblpf % ]gkcstgh