Page 191 - 100 Great Marketing Ideas (100 Great Ideas)

class accommodation, but in other respects it operates very much
like a low-cost carrier: passengers book online, they can check in
online, and tickets are issued electronically. Flights cost upwards of
€1,000, but this is cheap compared with other multi-class airlines,
and of course operating costs are lower because there is no need
for the airline to carry different meals, plan around different cabin
configurations, and so forth.
Perhaps more importantly, no one gets an upgrade. Passengers on
L’Avion will never find themselves sitting next to somebody who
has paid less than a third of the business-class fare and been lucky
enough to be upgraded.

In practice

• Be sure that you are really providing an upmarket service—

whatever your prices, you still need to give good value for
the money.

• Make sure you have a strong brand, and don’t be tempted to

dilute it by offering lower-price alternatives.

• Remember that price is often used as a surrogate measure

for quality—people believe that if they pay more, they will
get more.

182 • 100 GREAT MARKETING IDEAS