Culminating Activity

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Two social changes are affecting OA:

- Obesity is increasing. Very obese passengers are finding difficulty fitting into seats. On full flights, some passengers sitting next to a very obese passenger have complained about the lack of space. OA has decided to charge very obese passengers for two seats. A refund of one seat will be given if the flight is not full. Pressure groups representing very obese people have argued that OA is acting unethically. Eythor defended the decision, arguing that competitors were already carrying out the same practices. He added that very obese passengers can create safety problems during an emergency evacuation of the plane.

- The second change is the increasing number of families with young children travelling in business class. Business passengers are complaining that young children are too noisy and are threatening to fly with a competitor. Eythor has suggested to OA’s Board of Directors that a market gap could be filled if OA offered a family only service, once a day, with additional play areas for young children and hence fewer passenger seats. Eythor indicated that OA will need to raise prices for this service, change its promotional method for this service and create a new marketing mix. Some consumer groups recognize the good intentions of a family only service; however they fear it could actually increase the hostility towards families with young children on other flights that OA offers.

- Describe one possible above the line and one possible below the line promotional method for OA.

- Discuss an appropriate marketing mix for OA’s proposed new family only service.

- In the context of Public Relations, analyse how the “obese seating policy” might conflict with the company’s mission statement.