Abstract
As part of the Marketing Communication project, a team comprising Antoine Cadoret, Nicholas Dawson, Charlotte Fouquet and Stephanie Mazel decided to conduct a study of the communication mix of a European leading airline company: Air France. The purpose of this project is to explore and analyze the developments in the field of marketing communication and the changing relevance of its component processes that have implications for the marketing managers of Air France. This sector was chosen by the team as the marketing trends of the current industry are ever-evolving and helps to understand the communication mix of a high-profile airline company. As consultants, we will provide information and recommended actions to Air France marketing communicators in order to facilitate further success concerning their communication and promotional efforts. In addition, the report provides a useful perspective regarding the proper use and applications of communication marketing. We will stress on the benefits and drawbacks of current practices to conclude with practical suggestions to maximize the communication strategy and communication process value chain and at the same time, maintain a competitive advantage in the market.
