Make Marketing History

The views of a marketing deviant.

Thursday, August 10, 2006

Air Fayre.

Today's security alert means that virtually all carry-on luggage (with particular attention to liquids) is being banned on flights. As someone who always carries on a bottle of water, my mind immediately contemplated long flights with insufficient hydration.

Now, I know things are changing, albeit for cost-cutting purposes, but it has always struck me that it is quite possible for any healthy person to go up to ten hours without a major meal. Food services are really a ritual designed to occcupy our time on board. But is that what passengers want? Surely a constant supply of non-alcoholic liquids and cold snacks would be sufficient - not to mention easier to supply and would reduce passengers' carry-on provisions.

Marketers may claim to add value to their offerings in order to achieve differentiation (or justify a higher price), but that is only true if it's valued by the customer.

Addendum: Seth echoes my other thought on hearing the tales of many business people at Heathrow at 6 a.m. - wouldn't their hours of travel and waiting time incurred to make one or two meetings have been better spent utilising modern technology to get much more done?


Blogger said...

At the risk of raising certain eyebrows, isn't what the customers want a side issue to what airlines want - more prepaid bodies crammed into the fuselage?

Having to carry food and drink must be seen as a necessary evil by airline stakeholders. More unpaying weight to add to the base cost to get off the ground. Anathema to the beancounters!

"Ditch the consumables and cram in some more bodies" might be the clarion cry in many airline's boardroom!

6:56 AM, August 10, 2006  
Blogger TheTart said...

Once I heard about all this all I thought about Starbucks! (Not to seem shallow ... but I prefer to not let my brain focus on the dark side of this horrible plot, natch.)

What I mean is this ... as a corporate road warrior, seeing Starbucks in an airport was like home! I could pick drink of my choice, maybe a snack too & chat with other fellow-far-fm-home travelers. It made the airports seem less foreign. The icing was to be able to take the latte & snack on board the plane ~ alas ...

But now ... no latte ... iced or otherwise can be taken on. Bummer. Instead stuck with airplane liquid from unhappy staff in downsizing of benefits & pay. A bad situation gone worse for all ~ including Starbuck airport shops/shareholders maybe.

Times have changed ... ditch Flight Attendent mode, go Barrista server up in the blue skys... I dunno. ; /

Maybe latte popsicles or ice cream!

Sad Smooch,
The Tart

11:00 AM, August 11, 2006  

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