23. Value Innovation in Action: (Part 2) Promotion and Place

Unicorny

English - October 10, 2023 04:00 - 31 minutes - 43.1 MB
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Previous Episode: 22. Value Innovation in Action: (Part 1) JetBlue Ocean Strategy

Next Episode: 24. A/B seeing ya! Is AI the end of split testing?

Value Innovation in Action: 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.

Links

Full 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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Chartable - https://chartable.com/privacy