Lufthansa has often enthralled Indian customers with its initiatives & Sangeeta insists that more are on the anvil
Sangeeta Sharma, a veteran in the aviation industry and in Lufthansa, where she has spent over two decades, talks to deepti singh about the company’s approach to the Indian market and the recent Park & Fly initiative:
You have been instrumental in bringing many firsts to the Indian market. Please elaborate on the marketing strategy of Lufthansa this year.
Lufthansa has always been innovative in its marketing strategies and stayed ahead of the curve. This year, we have gone a step further to add a unique ‘experiential’ dimension to Lufthansa marketing, which is focused on customer engagement. This is supported by an integrated marketing campaign that combines conventional marketing channels with new age platforms such as digital and social media.
Lufthansa recently introduced the Park & Fly game. What was your strategy behind this?
Leveraging interactive mobile technology with an innovative marketing model, it presents a first-of-its kind gaming experience in the public space that is both informative and entertaining. The enthusiasm for and the interest in the game has far exceeded our expectations. Over a thousand people have played the game on each weekend, with a multifold ripple effect through the buzz around A380 Park & Fly Zones in every mall and the viral impact of our supporting digital and social media campaigns.
How do you measure your progress in India and how have you customised your approach to this market?
It’s been over half a century since Lufthansa began scheduled services to and from India. The trust and loyalty of our customers has grown with each passing year, making us the No 1 European airline in India today. India is a strategic market and we will continue to be a committed partner in the nation’s growth story as it claims its spot as a global economic powerhouse. We don’t do run-of-the-mill stuff, which is apparent. Lufthansa is not a niche brand now and we cater to a diverse target audience that comprises corporates, SMEs, leisure travellers, MICE groups & students. The fact that our brand recall moved from 17% in 2005 to 100% in 2010 demonstrates the support we have from our Indian customers.
Sangeeta Sharma, a veteran in the aviation industry and in Lufthansa, where she has spent over two decades, talks to deepti singh about the company’s approach to the Indian market and the recent Park & Fly initiative:
You have been instrumental in bringing many firsts to the Indian market. Please elaborate on the marketing strategy of Lufthansa this year.
Lufthansa has always been innovative in its marketing strategies and stayed ahead of the curve. This year, we have gone a step further to add a unique ‘experiential’ dimension to Lufthansa marketing, which is focused on customer engagement. This is supported by an integrated marketing campaign that combines conventional marketing channels with new age platforms such as digital and social media.
Lufthansa recently introduced the Park & Fly game. What was your strategy behind this?
Leveraging interactive mobile technology with an innovative marketing model, it presents a first-of-its kind gaming experience in the public space that is both informative and entertaining. The enthusiasm for and the interest in the game has far exceeded our expectations. Over a thousand people have played the game on each weekend, with a multifold ripple effect through the buzz around A380 Park & Fly Zones in every mall and the viral impact of our supporting digital and social media campaigns.
How do you measure your progress in India and how have you customised your approach to this market?
It’s been over half a century since Lufthansa began scheduled services to and from India. The trust and loyalty of our customers has grown with each passing year, making us the No 1 European airline in India today. India is a strategic market and we will continue to be a committed partner in the nation’s growth story as it claims its spot as a global economic powerhouse. We don’t do run-of-the-mill stuff, which is apparent. Lufthansa is not a niche brand now and we cater to a diverse target audience that comprises corporates, SMEs, leisure travellers, MICE groups & students. The fact that our brand recall moved from 17% in 2005 to 100% in 2010 demonstrates the support we have from our Indian customers.
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Source : IIPM Editorial, 2011.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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