Methods of digital marketing positioning in the global civil passenger aircraft market

Abstract

Under conditions of intense competition, the creation of new products and their promotion to the market requires marketing support. The central element of marketing innovation management is marketing positioning. In contrast to the methodological aspect, there is almost no procedural component of positioning in scientific works and publications. Moreover, due attention is not paid to the issues of market segmentation and the allocation of the competitive advantage of such high-tech products as civil aircraft. This determines the relevance of the task of developing a procedure for marketing positioning within the framework of managing the product offer of the aircraft industry enterprises. From the standpoint of a systematic approach, the necessity of studying the adjacent air transportation market is reasonable, as well as the analysis of the correlation of its segmentation with the allocation of target segments of the aircraft market. When conducting a competitive analysis, we propose to consider the market position not only of certain types of civil aircraft, but also of aircraft families. Modeling marketing management shows the role of positioning in the processes of creating, manufacturing and operating aircraft. A distinctive feature of the procedure is the proposed stage of evaluating the effectiveness of the selected product position implementation, which allows us to analyze the feasibility of marketing decisions throughout the product life cycle. Special attention is paid to the issues of information support. The research results presented here reflect the specifics of the marketing activities of aviation industry enterprises and contribute to the development of the conceptual foundations of industrial marketing.

Digital Marketing and Customer Acquisition in an Agro-Industrial Company

“…Adaviruku et al (2021) mentioned that by the years 2003 social media such as Facebook, MySpace and Linkendln emerged, and in 2005 Google search engines began to establish a more personalized platform. Digital marketing is the use of digital tools to offer services or products to a certain population (Nuseir and Refae, 2022), considering the predispositions and tendencies of acting and feeling of customers (Goldman et al, 2021), adapting the elements and particularities of digital marketing in the use of novel virtual mechanisms (Kalugina and Ryapukhin, 2021), in this way it will be possible to identify the most effective and efficient way to reproduce a value to customers so that they can perceive the products through digital tools (Lazo et ál., 2021).…”