Southwest Airlines, a small domestic carrier, has just completed its first year of operation in June 1972 and management discuss what advertising and marketing strategies to adopt for the future. Southwest has successfully broken into the market is dominated by two major airlines and a significant share of the market by improving the quality of service, lower prices and more innovation, supported by heavy advertising and other promotional activities. However, that does not make money. Illustrates the development and introduction of new consumer services and advertising strategies. Exhibits emphasize advertising texts, including the centerfold. Another version of this case, Southwest Airlines (A), takes the action up to February 1973, includes more detailed information on prices, and is designed for educational marketing programs. "Hide
by Christopher Lovelock Source: Harvard Business School 19 pages. Publication Date: 01 May 1975. Prod. #: 575118-PDF-ENG
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