Smooth Takeoff

Olson, Eric M.; Slater, Stanley F.
September 1996
Marketing Management;Fall96, Vol. 5 Issue 3, p38
The article presents the marketing strategies applied by Ed Beauvais, president of the Western Pacific Airlines Inc. (WPAI). Low – price strategy was first implemented by the WPAI. The WPAI adopted the ticketless reservations where the passengers are given a boarding number and passenger is free to choose any available seat. To generate attention for the company the WPAI made two major programs, the mystery fares and the logojet program. Mystery fares, the travelers are given the opportunity to purchase a round-trip ticket to the destination cities of WPAI but the travelers do not know their destination until they have purchased the ticket. Logojet is a program that lease the space of their steel canvas to other companies who want to advertise their business. INSET: About the Authors..


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