BLC Final - Lufthansa

8/8/2019 BLC Final - Lufthansa

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LUFTHANSA

BRAND LIFE CYCLE


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Lufthansa A Brand

Deutsche Lufthansa AG is one of the worlds leading airlines. As an aviation group, thecompany carries more than 56 million passengers in the Passage business segment.

The companys customer base is being continuously reinforced above all in the European

home market and with the focus on the Business Customers segment.

Lufthansa offers you a direct approach to this target group along the entire travel chain, withcustomized and unusual advertising media.

Use the Lufthansa brand as an efficient medium for your advertising message.


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Created in 1918.

Designed by Professor Otto Firle

In 1926 Lufthansa adopted this symbol

It is an encircled crane in flight symbolizing the gait of the airlines

There's no better way to fly

Airlines:y Lufthansa Cargo

y Lufthansa CityLine

y Lufthansa Italia

y Lufthansa Regional

y Lufthansa Technik

Lufthansa

Logo

Slogan

Brand Subsidiaries


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Brand Life Cycle


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Introduction Stagey The company was founded on January 6, 1926 in Berliny The company's original name was Deutsche Luft Hansa

Aktiengesellschaft. Lufthansa

y After the outbreak of war in 1939, Lufthansa was only able to maintain service

to neutral countries

y All service was suspended by Lufthansa following Germany's defeat in 1945.


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Growth Stagey In 1958, Lufthansa placed an order for four Boeing 707s, used to start jet

services from Frankfurt to New York in March 1960

y Lufthansa introduced the Boeing 727 into service in 1964

y Lufthansa was the first customer to purchase and also bought the largest

number of Boeing 737 aircraft

y Lufthansa adopted a new corporate identity in 1988. The fleet was given a new

livery while cabins, city offices and airport lounges were redesigned.


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Maturity Stagey On May 18, 1997 Lufthansa,Air Canada, Scandinavian Airlines,Thai

Airways and United Airlines formed the Star Alliance, the world's first

unilateral airline alliance.

y On May 17, 2004, Lufthansa became the launch customer for the Connexion

by Boeing in-flight online connectivity service.

y On December 6, 2006, Lufthansa placed an order for 20 Boeing 747-

8 airliners, becoming the launch customer of the type. Their first A380 has been

delivered on May 19, 2010.


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Brand Strategies

BPI

Setup Phase AnalysisPhase BrandDiagnosis

Miles and More

The mileage calculator system

Brand Positioning Survey and Workshop

Determined global position for the future


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Marketing Strategies


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Lufthansa is owned by private investors, MGL, Deutsche Postbank and Deutsche Bank

Partnership initiated through19% stake with American low-cost airline Jetblue.

O

n August 28, 2008 Lufthansa and Brussels Airlines announced joining together.

On September 15, 2008 it was announced Lufthansa will acquire a 45% stake in Brussels

Airlines

On 28 October 2008, Lufthansa exercised its option to purchase a further 60% share

in BMI

In November, Lufthansa and Austrian announced a deal in which Lufthansa will buy the

majority stock from the Austrian government.

Alliance with Star Alliance

Alliances And Partnerships


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"When once you have tasted flight, youwill forever walk the earth with your eyes

turned skyward, for there you have been, and

there you will always long to return."


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HAPPY TRAVELLING.

Crew Members :

y Ayush Gupta

y Bikash Sharmay Dhaval Nagda

y Manjima Biswas

y Safaque Kagdi

y Shahbaaz Singh

y Shrenik Doshi

BLC Final - Lufthansa

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