Originally Posted by
Ancient Observer
I am afraid that Marketing 101 needs to be understood.
You cannot "split" a Brand. Especially not a premium brand. You just cannot market "crap" BA alongside "premium" BA.
You need a different brand. Why not launch one. I believe the brand "Go" is available.
As to Competing with Low cost. Operations 101 is required. Forget it. Each pax costs BA UKP22 at lhr, (pax handling fee) plus their share of landing fees and parking fees.
Ryan gets paid by the local authority to land at some airports.
So any flight out of Thiefrow starts with a cost of about £30 per pax cf Ryanair.
But why not, BA is the brand and then First, CW, WT etc. easily differentiated
and I think the different classes are quite well established by now. It also saves the hudge cost of new branding, and with MF they have a lower cost crew base, I dont see the problem.