In this paper, the researcher will shed light on marketing strategy of renowned Irish airline company Aer Lingus. In the first part, the paper will try to discuss the business portfolio of Aer Lingus while the second part will shed light on segmenting, targeting and positioning of the company. Discussion about the integrated marketing policy of Aer Lingus will be core essence of this paper. In the next part, the paper will discuss about the pricing policy of Aer Lingus. Consumer behaviour of patrons of Aer Lingus will be discussed from the view point of means end chain analysis in the later part of the paper. Concept of service gaps model and service profit chain will be discussed in this paper in order to understand service matrix of Aer Lingus in comprehensive manner.
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