Marketing Essay Vueling

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Marketing Essay

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Coordinated by: prof. Juan Barguῆo Made by: Olga Bocharova Group C



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About the company: Vueling Airlines is a mainly low-cost company, from Spain, based at El Prat de Llobregat, Barcelona, with hubs in Bacelona-El Prat Airport and Leonardo da Vinci-Fiumicino Airport in Rome, Italy. The company`s name is coming from the Spanish word „Vuelo”, which means flight. There are thirteen additional bases at A Coruña, Alicante, Amsterdam, Bilbao, Brussels, Florence, Madrid, Malaga, Palma de Mallorca, Paris-Orly Seville and Valencia. A fourteenth summer seasonal base is located in Ibiza. In 2009 Vueling united with other Spanish low-cost Clickair. Now the main shareholder of Vueling is Iberia which possesses 46% of actions of a low-cost. Vueling serves the directions in Europe and the western Mediterranean. It is the second-large airline of Spain after Iberia. In 2013 the company transported 14.8 million passengers Vueling works in the category of low-cost hybrid. Like other LCCs, Vueling has adapted the basic low-cost airline business model and added some unique features. The carrier offers a number of seating options, including the possibility of a “duo seat” that leaves the middle seat free and comes supplied with a snack and drink included at no additional cost (an approach similar to the mainline European business class product). And, whereas most LCCs charge for seat reservations, Vueling does not. The carrier also allows passengers to take, without charge, earlier flights on the day of travel on domestic routes and selected international services. Vueling also has its own, very uncomplicated frequent flyer programme (FFP), Punto. This embraces a Visa card and a limited number of hotel and car rental partners, each of which can be used to accumulate and redeem awards points. Importantly in the context of

Vueling’s connectivity with Iberia, the programme is also more or less...