Value Innovation in Action: (Part 2) Promotion and Place
This is the second half of an extraordinary dive into value innovation, or what INSEAD professors Chan Kim and Renée Maugborgne call Blue Ocean Strategy.
In this part of our incredible interview with JetBlue Airline’s General Manager Europe, Maja Gedosev. Together, we explore the amazing ascent of JetBlue through the Place, Promotion element of the Marketing Mix.
JetBlue has carved out a unique positioning as New York’s domestic airline. Its strategy and marketing was so flawless, it’s been studied by all the best business schools.
Now, JetBlue’s story continues to unfold as the challenger airline tackles the transatlantic trade. It’s a path others have tried but failed to sew up. JetBlue has taken a totally different approach to other challenger airlines. It has succeeded in offering better value and a differentiated offering – hallmarks of value innovation.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Maja Gedosev | Dom Hawes
Websites: JetBlue | Selbey Anderson
Timestamped summary of this episode:00:01:31 - Capitalizing on New York heritage
00:03:45 - Using partners to raise awareness
00:04:49 - Promotional mix and PR
00:08:06 - Social media and sponsorship
00:14:14 - The Power of Honesty
00:15:07 - Thinking Outside the Box
00:16:17 - Multi-Channel Distribution
00:17:14 - Investing in Relationships
00:19:39 - Collaboration and Cooperation
00:28:16 - Reimagining Value
00:28:43 - Starting Strategy with Customers
00:29:09 - Blue Ocean Thinkers
00:29:30 - Analyzing Buyer Utility
00:30:04 - Importance of Buyer Utility
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