Originally Posted by
jsfrSE
With all due respect, your concept of marketing is irrelevant.
Yeah, sure.
Originally Posted by
jsfrSE
Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services, as explained by Philip Kotler, the father of modern marketing.
Yep, the 4P's (and some more characters to address the additional insights in Marketing), which includes -and not limited to- the Promotion aspect. I largely agree with your description, yes I studied Marketing (though admit my study was some 30 years ago). It is the message (in the widest sense) you want to bring to a sub-set of your (potential) customer base. Not only a message to a very narrow group high-spenders with very specific wishes, who stick to their habits and are not going to be more (or less loyal) due to a campaign not targeted to them.
As such, CX' targeting of a significant portion of the Asian public is A) a good approach and B) shows a serious social aspect with their message. A message which goes towards the future, to get a society to change in its attitude towards (in essence) basic human right. It goes forward. As such, the slogan "moving beyond" is excellent.
The Qantas one: I am neither impressed with that one (as with the BA one), the "service" promoted is being delivered by ANY airline. Nothing special, it is just appealing to a past -probably no longer existing- Qantas connected emotion. Be aware, the moment companies start communicating their past results, they did run out of ideas for their future.
An Asian -with Mainland Chinese and ME owners- airline addressing the LGBT rights, openly, that's something quite new for Asia.
Regarding "profit", that should not be considered to be only expressed in money. It can also reflect social values, etc.
Originally Posted by
jsfrSE
The real question here is how is this new CX branding marketing campaign meeting the needs of its customer at a profit?
Well, they got approval for this major aspect, so those being responsible do expect this to be properly and contributing to the company.
Be aware, with Marketing, real Marketing, you need to address upcoming trends and I do think, China/Asia is somewhat getting ready for the LGBT aspects. Though, those living in (Mainland) China/Asia, could probably better address this.