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Products and Services of Air Canada

Air Canada offers three classes of service - Signature Class, Premium Economy, and Economy. Signature Class provides luxury amenities while Economy Basic is the lowest priced option. Pricing varies by class, with Signature Class being most expensive. Customers can book flights on Air Canada's website or third-party sites, and the airline flies to over 200 airports in 98 countries, though some services aren't offered everywhere. Air Canada uses digital advertising, email marketing, and promotions to advertise and employs around 38,000 diverse people, though customer satisfaction could be improved.

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KRISHAN SINGH
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119 views3 pages

Products and Services of Air Canada

Air Canada offers three classes of service - Signature Class, Premium Economy, and Economy. Signature Class provides luxury amenities while Economy Basic is the lowest priced option. Pricing varies by class, with Signature Class being most expensive. Customers can book flights on Air Canada's website or third-party sites, and the airline flies to over 200 airports in 98 countries, though some services aren't offered everywhere. Air Canada uses digital advertising, email marketing, and promotions to advertise and employs around 38,000 diverse people, though customer satisfaction could be improved.

Uploaded by

KRISHAN SINGH
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Products and services of Air Canada

Air Canada’s flight services are generally divided into three categories i.e.
Air Canada Signature Class/ Business Class, Premium Economy Class, and
Economy Class. Signature Class is a luxury service where passengers can
enjoy state-of-the art amenities, luxurious cuisine and unmatched services.
This service includes dedicated check-in counters and speedy security
clearance (Air Canada, 2020). On the other hand, Economy Basic is the
lowest priced service of the airline which is offered on limited international
flights only. It should be mentioned that most services of the airline
accompany complimentary food and beverages.
Price and pricing strategies of Air Canada
Different cabin services come up with different prices. For instance,
Signature Class is the most expensive service, whereas Economy Basic is the
cheapest. This shows that Air Canada pursues differentiation pricing
strategies. It should be mentioned that though the airline is the largest in
Canada, it is not necessarily the cheapest in the domestic market. The ultra-
low-cost providers in the country are Swoop and Flair Airlines (FlyForLess,
2020).
Place/distribution channels of Air Canada
Customers can book their tickets from the official website of Air Canada.
Likewise, they can also use many third parties e.g. Skyscanner, Expedia,
Kayak, etc. to book flights and other related services. Air Canada flies to 98
countries and regions to connect 210 airports (Air Canada, 2020). However,
it should be mentioned that not all services are offered on all destinations. For
instance, Air Canada Signature Class is available on European, Asian, Pacific
and South American routes only. This shows that the airline pursues selective
distribution strategies for some of its services.
Promotional strategies of Air Canada
Air Canada promotes itself by using several media platforms. For instance, it
has a YouTube channel where it posts videos with a variety of information.
However, it does not update videos regularly which is an area of
improvement. Likewise, it has a limited number of subscribers too. On the
other hand, it is posting more frequently on Facebook and has around 1.4
million followers. Similarly, it is active on Instagram as well and has around
890 thousand followers. It is worth mentioning that Air Canada often uses
email marketing as well.
In addition to digital advertising and email marketing, Air Canada uses
regular sales promotions as well. For instance, its promotion code sometimes
offers passengers 20%-30% discounts. Likewise, being the largest in Canada,
and the flag carrier has helped the airline build a very good brand image. Its
CSR activities e.g. disaster relief aid for Canadian floods and Hurricane
Dorian have also impacted positively on its brand image.
People of Air Canada
Air Canada is one of the best Diversity employers in Canada. It is also on of
the top 100 employers in the country. Around 38,000 people of different
walks of life work with the company (Francais, 2020). The airline also works
with several charities to raise money for the communities it serves. However,
it should be mentioned that customer satisfaction score is not that great for
the airline (DeClerq, 2019).
Processes in Air Canada
Air Canada has streamlined its processes for employees as well as customers.
Customers can book flights online on the official website, and some third-
party sites as well. Likewise, they can use web, mobile, and airport self-
service kiosk to check in. Air Canada uses a video assessment method as part
of its recruitment process for some job roles.
Physical evidence of Air Canada
Air Canada has a nice logo. Though it has changed several times, it has
always remained concise. The maple leaf has always been the focal point.
Similarly, the airline’s official website is nice, and user friendly. However,
some of the pages of the site show 404 errors which is not good for visitor
experience.

References:
Air Canada (2020) Air Canada, available
at: https://www.aircanada.com/uk/en/aco/home.html 

DeClerq, K. (2019) Study finds customer satisfaction with Air Canada has
declined slightly, available at:https://toronto.ctvnews.ca/study-finds-
customer-satisfaction-with-air-canada-has-declined-slightly-1.4443036 

FlyForLess (2020) Cheap Domestic Flights in Canada, available at:


https://www.flyforless.ca/cheap-domestic-flights-in-canada.html

Francais (2020) Air Canada Releases Sustainability Report Highlighting


Progress and Continued Commitment to Environmental, Social and
Governance (ESG), available at: https://www.newswire.ca/news-releases/air-
canada-releases-sustainability-report-highlighting-progress-and-continued-
commitment-to-environmental-social-and-governance-esg–874826265.html 

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