1. Master of Science in Planning (Tourism)MIT2203TOURISM MARKETING Lecturer: Prof. ZeinabKhalifah SOCIAL MARKETING: AIR ASIA AS A CASE STUDY Prepared by:LidaSayahi 3March 2011

3. SOCIAL MARKETING

4. SOCIETAL MARKETING CONCEPT

5. SOCIETAL MARKETING IN AIR ASIA

7. Asia's largest low-fare, no-frills airline and a pioneer of low-cost travel in Asia

8. Domestic and international flights to over 400 destinations spanning 25 countries

9. The low-cost-carrier terminal(LCCT) at Kuala Lumpur International Airport(KLIA)

10. Thai, Indonesia, and Philippines Air Asia will be operated at mid-2011 with 14 air planes

11. won the Skytrax World's best low-cost airline award in 2009 and 2010

12. The world's lowest operating costs at $0.035/seat-kilometer in 2010

14. The airline is operated by Air Asia X

15. It commenced operations on 2 November 2007

16. Its first service flew from Kuala Lumpur International Airport, Malaysia, to Gold Coast Airport in Australia

17. Air Asia X flies to destinations within Asia , as well as destinations in Oceania and Europe

18. The airline operates a fleet of 11 aircraft and has placed orders for more.

19. Air Asia X operates as a franchise of the brand Air Asia, which is Asia's largest low-cost carrier

21. Originally founded by a government-owned conglomerate DRB-Hicom

22. On 2 December 2001, the heavily-indebted airline was purchased by former Time executive Tony Fernandes's company Tune Air Sdn Bhd for the token sum of one ringgit

23. After great deliberation as the initial offer was fifty sen

26. Need to balance 3 items;

27. Company profits

28. Customers wants

29. Society interests

31. Air Asia flies direct, or “point to point”, and does not offer any connecting services. A direct service between two points will produce lower emissions than two flights via a hub.

35. http://www.dailyexpress.com.my/news.cfm?NewsID=52967

36. http://web.utm.my/today/index.php?option=content&task=view&id=788&Itemid=1

37. AIR ASIA Annual Report 2009