Distribution Strategy for Pegasus New Service offering

DISTRIBUTION STRATEGY FOR PEGASUS NEW SERVICE OFFERING

     After introducing business class tickets served by Pegasus, now we are going to implement the distribution strategy for this new service offering. Distribution strategy is a channel strategy that companies pursue to design their products and services to the real market and sell them through virtual or physical stores. Initially, firms determine channel level ; i) direct level means products or services flow through manufacturers to consumers directly, ii) indirect level means products or services flow through manufacturers to wholesalers, through wholesalers to retailers and flow retailers to consumers. There is a third party in indirect channel level. Secondly, companies choose distribution strategy as intensive, selective, and exclusive distribution. If companies want to sell their products and services everywhere, they can choose intensive distribution strategy, if companies want to sell their products and services only in one place, they can choose exlusive distribution strategy, and if they want to sell their products and services only few selected channels, they can choose selective distribution strategy. On the other hand, companies choose online channel (internet, website, e-trade) to sell their products and services.

      Pegasus distribution strategy mainly focuses on online distribution,  www.flypgs.com is main distribution channel that people buy tickets from flypgs.com. New business flight seats will be available on online sales. Pegasus implements its website via communication strategy such as in-flight descriptive commercials, print commercials like magazines, brochures, newspapers and catalogs. Because Pegasus wants to sell its business class tickets via flypgs.com, it will be less costly for operations of Pegasus and first class inclusive options such as meal service, seat number, and baggage weights are easily to arrange via online, easy to change departure dates online, easy to do check-in, and so on. FLYPGS also has an application available on application services (Apple, Google Play, Android centers, Blackkberry app world), you can download the application and buy first class tickets via smartphones.

    Besides Pegasus-owned online distribution platforms, business class tickets can be sold via other online intermediaries such as www.skyscanner.com.tr , www.enuygun.com , www.tatilsepeti.com, www.ucakbileti.com . Skyscanner is a useful online web pages that people find all airline ticket services with all countries. It is useful for tourists who want to travel abroad, our target market in previous assignment was determined as travelers who want to go abroad. So, Skyscanner is suitable for target group who want to buy Pegasus first class tickets. On the other hand, www.tatilsepeti.com is attractive online distribution channel, that holiday seekers are targeted to buy hotel rooms and flight seats. Pegasus can sell its business class tickets via Tatilsepeti to attract travelers’ attention who want to travel abroad.

     In addition to online distribution channels, Pegasus can sell business class tickets via travel agencies/intermediaries. Ets, Jolly, Mika are the main travel agencies that they open offices around Turkey and sell package tours, flight tickets, and hotel rooms to customers. People who want to travel abroad usually visit a travel agency to look available flights, hotel rooms and foreign travel destinations. Travel agencies also have websites, people can buy Pegasus business class tickets via www.ets.com.tr, www.jollytur.com, and other travel agencies both physical and online offices.

     Finally, Pegasus can sell its first class tickets via telephone. You can call Pegasus official number 0888 228 12 12, and book your flight seats via telephone. Also, different countries representative offices can help foreigners or Turkish citizens abroad to buy Pegasus first class tickets, as some of them are listed as follow:

• Cyprus                                0090 850 250 6777
• Germany Ticket Hotline     01806 333 737
• England Ticket Hotline       0 845 0848 980
• France Call Center              00 33 170700737
• Italy Call Center                 199 206 333
• United States                   001 855 229 8999
• Canada Call Center         001 855 229 8999
• United Arab Emirates     00971 4 3578128
• Switzerland Ticket Hotline 0900 110 737

IMPLICATIONS FOR DISTRIBUTION STRATEGY: 3 P’S OF MARKETING

    3 P’s of service marketing can characterized by people, process and physical evidence. People are an essential ingredient in service provision; recruiting and training the right staff is required to create a competitive advantage. Customers make judgments about service provision and delivery based on the people representing your organisation. All services need to be underpinned by clearly defined and efficient processes. This will avoid confusion and promote a consistent service. In other words processes mean that everybody knows what to do and how to do it. Physical evidence is about where the service is being delivered from. It is particularly relevant to retailers operating out of shops. This element of the marketing mix will distinguish a company from its competitors. (Source: http://www.learnmarketing.net/)