KLM is the oldest airline in the world that is still in business under its original name, KLM was founded on October 7, 1919. KLM and KLM Cityhopper are the two main airways that make up the KLM Group, together carrying 34.1 million passengers and 621,000 tonnes of cargo. KLM provides direct connections to important economic hubs across the globe with a large network of 92 European cities and 70 intercontinental destinations. KLM is a member of the SkyTeam Alliance, which serves 1,063 destinations across 173 nations and gives travelers even more options. The fully owned subsidiaries Transavia and Martinair are also a part of the KLM Group. With approximately 9 million passengers carried in 2018, Transavia is the top low-cost airline in the Netherlands. It operates out of Amsterdam, Eindhoven, and Rotterdam.
They are certain that they can differentiate themselves by continually providing their consumers with a memorable experience since they operate under the guiding premise that the people are the heart of the company. This aspiration is innate to them . Their passengers appreciate and feel satisfied with the genuine care they provide them, which puts them at rest.KLM has pursued the idea of a single Air France-KLM Group, two airlines, and three primary operations since the company merged with Air France in 2004. (passengers, cargo and engineering & maintenance). KLM is a pioneer in the European aviation sector, working in tandem with Air France. In order to accomplish its own business goals as well as more broad-based economic and social goals, KLM targets profitable growth. At Amsterdam Airport Schiphol, KLM is aggressively promoting sustainable expansion and aims to enter any market that would raise the standard of its network. Additionally, KLM works to establish fair playing conditions for all industry players.
OVERVIEW
Contents
KLM, the Dutch airline’s flag carrier, has its headquarters close to Amsterdam Airport Schiphol in Amstelveen (AMS). KLM now flies to 163 destinations globally as a part of the SkyTeam alliance, 76 of which are intercontinental and 87 of which are in Europe. In addition to cities in Africa, Asia, Australia, the Caribbean, the Middle East, North America, and South America, this also includes locations throughout Europe. There are three cabin types on the airline’s aircraft: Business Class, Economy Comfort, and Economy Class. The Business Class, often known as World Business Class, offers lie-flat seats on lengthy flights. KLM’s fuel efficiency record is among the finest in Europe because of its effective network, its cutting-edge fleet, and numerous cost-saving measures.The brand KLM is significant. KLM, which was established more than a century ago and pioneered commercial aviation, is currently the oldest airline in the world that is still in business with its original name. With that name comes tradition, acknowledgment, and a reputation it must uphold. Nothing is more vital to the airline than its dedication to safety and its efforts to minimize its carbon footprint if KLM is to continue to be relevant and preserve its leadership in the industry. KLM, a long-standing leader in its field, is accustomed to difficulties. The Dutch airline has been effective in navigating a continually changing environment, including global instability and shifting economic situations. However, there has never been a problem as significant as the impending climate disaster. The aircraft industry’s dependence on fossil kerosine for operation and the mounting societal “push” to change into a more sustainable enterprise pose the biggest challenges. Most airlines don’t have the same experience with sustainability as KLM, which started working with WWF to create the first climate strategy about 15 years ago and is still developing it now. By 2030, KLM plans to achieve a completely carbon-neutral ground operation and cut all CO2 emissions by 15% compared to 2005.
KLM’s Marketing Mix and Strategy
KLM’s marketing strategy uses the 4Ps-based marketing mix framework to analyze the brand (Product, Price, Place, Promotion). There are numerous marketing tactics, such as pricing strategy, promotion planning, and product innovation. These business plans, which are based on the KLM marketing mix, aid in the brand’s commercial success. KLM’s marketing strategy enables the brand or organization to take a competitive position in the market and accomplish its aims and objectives.
To comprehend the KLM Marketing Strategy & Mix’s product, price, promotion, and distribution strategies, let’s start with:
Price/Pricing Policy of KLM:
The price plan used by KLM in their marketing plan is as follows:
KLM encourages affordable, high-quality travel. As a result, it offers tickets at fair prices so that customers don’t have to worry about their travel budgets.The best services available in the airline sector are not reflected in the prices. In order to encourage travel, KLM frequently offers unique and reduced rates around holidays and other special occasions.
Place & Distribution Strategy for KLM:
The distribution plan for KLM’s marketing mix is as follows:
KLM is a carrier that flies to more than 100 locations globally, primarily in Europe. People equate it with high values and morals because its name hasn’t changed since it was founded. It is renowned for being on time and enjoys a good reputation among passengers. Because AirCare helps less fortunate children, it enjoys a positive reputation. KLM offers service to a few places that aren’t as regularly traveled to. Saint Maarten, the Republic of Congo, Uganda, and others are some of these.
KLM’s marketing and advertising plan:
The following describes the KLM marketing strategy’s promotional and advertising approach:
For the convenience of travelers, KLM Airlines strives to service additional destinations and routes. By expanding its number of routes and catering to other regions, it hopes to boost its profitability. It routinely refreshes and maintains its website for added advertising and promotions. Its social media accounts emphasize interesting industry insights and timely, informed posts. KLM Airlines frequently places adverts in publications including newspapers and magazines as well as on TV and online
Here are the additional three Ps to complete KLM’s 7Ps marketing mix as this is a service marketing brand.
Procedure: KLM Airlines offers online ticket booking for customers. The passenger selects the desired transit date and location, as well as the timings and other data. KLM makes sure that every operation is carried out as efficiently as possible. High pricing is seen during the busy season. Christmas, New Year’s, and official holidays are among them.
People: With over 40,000 personnel, including pilots, air hostesses, airport staff, and other staff members, it ensures that passengers will have a high-quality and enjoyable journey. Since they are the ones who can afford to travel, KLM targets the entire high urban class community.
Physical Evidence: The airplanes used by KLM Airlines to transport passengers are its most significant physical evidence. From registration, seat reservations, transit time and experience, website, service quality, and post-transit experience, KLM ensures that all procedures are carried out effectively to maintain consistency and reflect the company as a whole, not in isolated parts. Thus, this completes the KLM Airlines marketing mix.
SWOT analysis of KLM
KLM’s brand is analyzed using the SWOT acronym, which stands for strengths, weaknesses, opportunities, and threats. The internal variables in the KLM SWOT Analysis are the strengths and weaknesses, while the exterior factors are the opportunities and threats.
SWOT Analysis is a tried-and-true management methodology that allows a company like KLM to compare its operations and performance against those of its rivals. One of the top names in the airline industry is KLM. The article that follows offers a list of KLM’s SWOT analysis, rivals, target market, segmentation, positioning, and USP. Let’s begin the SWOT analysis of KLM.
KLM’s SWOT analysis
In order to strengthen its position in the market, KLM can focus on developing its strengths and opportunities while addressing its weaknesses and threats with the aid of a SWOT analysis.
Strengths of KLM
The major elements of KLM’s business that offer it a competitive edge in the market are examined while examining the company’s strengths. The strength of a brand can be attributed to a variety of things, such as its financial standing, skilled personnel, distinctiveness of its products, and intangible assets like brand value. The following are KLM’s SWOT Analysis strengths:
1. Customers have a highly positive opinion of KLM
2. KLM has code-sharing agreements with numerous other airlines in addition to SkyTeam.
3. A positive brand reputation thanks to KLM AirCares, a programme that helps poor children
4. The fleet’s average age is low and it has more than 200 aircraft.
5. KLM is a top brand recall thanks to strong branding and marketing.
6. KLM and Air France’s merger has transformed them into a dominant force in the airline sector.
7. The airline employs more than 35000 people.
8. KLM flies to more than 140 locations around the world.
KLM’s Weaknesses
A brand’s shortcomings are specific areas of its business that can be improved to strengthen its position. Some flaws can be described as qualities that the business lacks or in which the competition excels. The KLM SWOT Analysis has the following weaknesses:
1. KLM’s ability to raise its market share is constrained by fierce competition.
2. Previous mishaps and tragedies frequently damaged the brand’s reputation.
Opportunities of KLM
Any brand has the potential to improve in certain areas in order to grow its customer base. Opportunities for a brand can include geographic expansion, product enhancements, improved communication, etc. The opportunities in the KLM SWOT analysis are as follows:
1. Possibilities presented by KLM’s development into the low-cost carrier market
2. Boeing and Airbus are developing more efficient aircraft, and more passengers may result in lower per-seat prices.
3. Opportunities for sustainable expansion, which will help to open up any market and improve the caliber of its network.
Threats by KLM
Any firm may face risks in the form of elements that could harm its operations. Threats can come from a variety of sources, including increased rival activity, shifting governmental priorities, alternative goods or services, etc. The following are the risks identified in KLM’s SWOT analysis:
1. Government intervention with mergers and acquisitions is a problem, and government bailouts of rivals may result in unfair competition.
2. Local airlines may pick up short-haul non-business travelers, which would hurt KLM’s operations.
3. Growing environmental issues could result in greater taxes
ECONOMY CLASS of KLM
The national airline of the Netherlands is KLM (KL) . Since its merger with Air France, they have grown to be among the largest airlines in both Europe and the entire world, flying to locations all over the globe. They provide a nice Economy class product for quick trips throughout Europe, that will give a good experience on your flights. Read on for the analysis of their economy class for flights to Europe!
Prior to departure: Although You can use any other online travel agencies to book the ticket, it is easy to access it on the KLM website and it is simple enough. Without any problems, you are able to choose the alternatives and seats. It goes on smoothly when you book the tickets for the first time but sometimes it refuses when you try to transfer the SkyTeam membership to anywhere in order to use your Gold membership. Since it was the only you would receive from your membership on this trip, it is mildly upsetting that it does not detect your number and barred you from the nicer seats. Surprisingly, the system did in fact capture the number and properly issue the miles (including status bonus). Similar to other airlines, KLM is quite restrictive on the amount of luggage that is permitted.
Luggage: For flights inside Europe, you are only permitted 12 kg of carry-on luggage (including a bag and personal item). You must pay 20 EUR at the time of booking or 30 EUR at the airport for a checked bag. On international flights, you can check one bag (up to 23 kg) for free. FlyingBlu Silver, Gold, and Platinum members and SkyTeam Elite and ElitePlus members can check two bags for free.
Similar to Lufthansa, the airport service is both proficient and professional but not particularly warm.
KLM CrewService: The employees greet passengers as they board the aircraft wearing bright blue uniforms, and the announcements are formal and direct. They arrive with refreshments and beverages once you are settled. They speak quickly and courteously, exchanging only a few words and the occasional smile. Although superior to US carriers and equivalent to Lufthansa, it lacked the friendliness and attentiveness of Singapore Airlines or Thai Airways. You will be pleased to note that the flight supplies snacks as that does not depend on the journey whether it is a 3 hour journey or 6 hour journey. In the US, Economy class flights no longer include this perk. They provide you with many snacks on the departure as well as on your arrival. The meal is comparable to that served by other European network carriers, simple yet fresh and healthier than the fast cuisine frequently served on short-haul flights by US airlines!
The in-flight magazine serves as the only onboard entertainment on the airline. That’s acceptable for brief trips, but it doesn’t offer much to set KLM apart from the low-cost carriers.
Boeing B737: Many people onboard Boeing B737, which is used for longer European journeys. KLM’s economy class only has a 30 inch seat pitch and has the traditional 3-3 seat configuration. Even though you are 1.91 meters tall and just 6 feet 3 inches tall, that is sadly the new requirement for European flights, and it is the same as on Lufthansa or British Airways. The seats are reasonably comfy and only slightly recline.
Focker KLM 70
The Fokker 70 will surprise you. Even for you, a 2-3 seat layout with full standing height is possible thanks to its quite big body. They are more roomy than on the B737, with seat pitches of 31 inches. The leather seats are more comfy than you anticipated despite having fixed seatbacks that do not recline (referred to as “pre-reclined” in marketing jargon). You would choose the F70 over the B737 any day because it’s a very peaceful trip thanks to the engines being at the back. Other than the magazine, there is no entertainment on board, but if the flight is brief, you will have no problems. Given how common it is now in the US, it came as a bit of a surprise that there is no WiFi on board either trip.
In summary, both of the flights were smooth and successful. When the cost of the tickets is taken into consideration, it is difficult to choose KLM over a low-cost carrier. Simply put, they don’t provide enough to set themselves apart. It’s difficult to justify the higher price with the cramped seating, lack of recline, restricted luggage capacity, and lack of wifi or entertainment. They are ideal for SkyTeam supporters traveling through Amsterdam to other parts of Europe. Anyone else should simply follow the lowest price, in my opinion.
What you should know about KLM’s business class?
KLM offers two types of business class: Europe Business Class and World Business Class. Europe Business, as the names suggest, is available on flights within Europe (typically aboard a KLM Cityhopper flight serviced by Embraer aircraft), whereas World Business is available on longer-haul, intercontinental flights.
A business class ticket includes SkyPriority advantages, which provide access to priority check-in, security, and boarding lanes regardless of your status with KLM/Air France’s Flying Blue reward programme. You’ll also get access to the lounge.
The KLM business class airport experience
The lounge for KLM’s business class
Despite the fact that no two lounges are exactly alike, you can typically count on soft seating, lots of power outlets, work stations, a variety of hot and cold buffet dishes, and gratis alcohol—sometimes self-serve, sometimes poured by bartenders. Some lounges offer a range of premium spirits or distinctive drinks for an additional fee.
Unsurprisingly, the KLM Crown Lounges are KLM’s own lounges. They offer really good food and beverages and are consistently clean and well-staffed. You will love these lounges so much that you occasionally purposefully choose flights with longer layovers so you can unwind in a Crown Lounge before continuing your journey. At Amsterdam Schiphol Airport (AMS), there are two KLM Crown Lounges: the Schengen Crown Lounge at concourse D and the Non-Schengen Crown Lounge between the E and F concourses.
A hot and cold buffet, self-serve drinks, and available showers are all features of the Schengen lounge. There are hot and cold buffets in the non-Schengen lounge, which has two levels and is reached by an elevator that ascends along a mirror wall decorated with Delft Blue KLM residences, but alcohol must be poured behind bars (there is one on each floor). Additional premium drinks can be purchased. A sleep cabin can be reserved in addition to showers for a cost.
The KLM Crown Lounges are located in Terminal 3 across from gate C32 at Toronto Pearson Airport (YYZ) and Terminal D close to gate D8 at Houston George Bush Airport (IAH). KLM business class passengers have access to SkyTeam member lounges or a designated third-party lounge, which is frequently found in smaller airports, in the absence of a Crown Lounge.
Check-in for KLM’s business class
SkyPriority customers have priority boarding and check-in at KLM, much like on other SkyTeam carriers. Passengers flying KLM business class can advance to the priority check-in line and, if one is open, use the fast-track security line. Passengers in business class and SkyPriority are welcome to board the aircraft before or after those who might need more help.
Baggage restriction
KLM business class travelers are permitted to check up to two items, each weighing no more than 70 pounds (32 kilos). Members of Flying Blue with Silver, Gold, or Platinum level are allowed to check a total of three bags. A priority label is attached to business class and SkyPriority checked bags to facilitate quicker retrieval.
Business class travelers are allowed two pieces of hand baggage and one personal item in the cabin. The combined weight limit for carry-on luggage is 40 pounds (18 kilos), however I’ve never heard of KLM weighing these items.
The KLM business class flying experience
Depending on the route and aircraft, the seats in the KLM business class KLM Europe Business and World Business cabins vary.
KLM Business Class in Europe
Up to three inches (7.5 centimeters) more legroom and a guaranteed window or aisle seat are two common benefits of business class in Europe (the middle seat remains empty in business class, if there is one). These chairs do not flatten out. Instead, they are like economy seats but with greater room for the legs.
Boeing 737-700: There are no lie-flat seats and a blocked middle seat in the 737-700’s Europe Business Class configuration. This aircraft has 20 business class seats.
Boeing 737-800: This aircraft, like the 737, has a 3-3 configuration with a blocked middle seat and no lie-flat seats. The number of seats assigned to business class on this aircraft may vary because the seat pitch in Europe Business is the same as that in Economy Comfort.
Boeing 737-900: Similar to the 737-800, the 737-900 Europe Business Class cabin has a 3-3 layout, a blocked middle seat, no lie-flat beds, and a potential range in the number of business class seats.
Embraer 175: The KLM Cityhoppers, short-haul workhorses that keep a 2-2 configuration throughout the entirety of the aircraft, lack lie-flat seats, and business class seat allocation is subject to change (or not exist at all).
Embarker 190: Another Cityhopper aircraft is the Embraer 190, which likewise has a 2-2 configuration, variable business class seating, and no lie-flat beds.
Embraer 195-E2: As KLM’s newest Cityhopper model, the Embraer 195-E2 is the most environmentally friendly of the three, and, to be honest, the interior looks quite swanky. The 2-2 configuration is still in place, and business class seat assignments may change, but every seat has a power outlet and a lingering whiff of that new-plane aroma.
World Business Class on KLM
As was already said, World Business is where the idea of “business class” truly comes to life. Full-flat seats with accommodating dimensions of 81 inches (206 centimeters) by 20 inches (51 centimeters) are available in World Business cabins. These seats also come with an in-seat storage compartment and a 16 to 18-inch entertainment system with noise-canceling headphones.
Airbus A330-200: There are 18 lie-flat seats in a 2-2-2 configuration in world business class on the A330-200.
Airbus A330-300: Although the A330-300 features 30 lie-flat seats, it also has a 2-2-2 configuration in the World Business Class cabin.
Boeing 777-200ER: KLM’s preferred 2-2-2 seating arrangement is maintained in this roomy aircraft’s World Business cabin, which has 34 lie-flat chairs.
Boeing 777-300ER: Despite being longer than the 777-200ER, business class on this aircraft still features a 2-2-2 configuration with 34 lie-flat beds.
Boeing 787-9: Commonly referred to as the Dreamliner, KLM reconfigures this World Business cabin with a 1-2-1 configuration and 30 lie-flat seats.
Boeing 787-10: A longer variant of the aforementioned Dreamliner, this one maintains the 1-2-1 business class configuration but increases the number of lie-flat seats.
Advantages of KLM business class travel
Advantages of KLM business class travel
Every seat includes a power outlet and a 16- to 18-inch entertainment system in the KLM World Business Class cabins. On international flights, WiFi access is becoming more common, however availability varies by route and aircraft type. If WiFi is available, you will have one hour of free chatting (think of WhatsApp, WeChat, Messenger, and so on), after which you can select between a Surf or Streaming plan. With the Surf packages, you may access WiFi for the entire flight for 18 euros; the Streaming packages cost 30 euros.
Class crew memberAmenities
Business class amenity package for KLM
A fairly lovely amenity kit will be waiting for you at your seat when you fly KLM World Business. The bags, which are tastefully created by Dutch designer Jan Taminiau, are appealing enough to be reused. Inside, you’ll discover essentials like a pair of socks, a toothbrush, and toothpaste, as well as Rituals’ limited-edition lip balm and hand lotion.
Class crew members will stroll through the World Business cabin near the end of the trip with a tray of Delft Blue homes. Since the 1950s, KLM’s distinctive experience has included small houses that are based after real Dutch buildings and filled with Dutch gin. The KLM Residences app, accessible on Google Play or the App Store, helps fans keep track of their collection of the 102 various houses.
KLM business class meal
If your flight with KLM Europe Business Class is under two hours, you’ll get a light meal, possibly a fresh sandwich or a main course salad and the usual selection of beverages. In Europe Business, a three-course meal is typically offered on lengthier flights. A starter, a heated main dish, and a dessert are included. Anytime you want more beverages, please ask for them in business class.
A welcome glass of Champagne, a selection of snacks throughout the trip, routine drink service, and a proper menu—which is updated every three months—for meals are all standard on KLM World Business Class flights. Famous Dutch chefs create the dinners, which normally come with your choice of appetizer, entrée, and dessert.
The apple, potato, and asparagus tartelette, chicken thigh in star anise sauce, vegetarian stew with braised onion and tomato compote, among other alternatives, are available on the menu created by Jonnie Boer, chef of the three Michelin-starred restaurant De Librije. On aircraft with morning arrivals, breakfast is also provided, and there is typically a choice between savory and sweet options. Every meal and beverage is delivered in real glasses and serving ware that was created exclusively by Dutch designer Marcel Wanders.
Alcohol
KLM uses a sommelier’s knowledge to develop an intriguing wine list that is offered during flight service. A selection of spirits and liqueurs, as well as beer—specifically, Heineken—are also available.
How to get a free business class upgrade on KLM
Being an elite member of KLM’s Flying Blue reward programme gives you the highest chance of receiving a business class upgrade; nevertheless, even in that case, don’t bank on it for World Business.
A more practical way to get a “free” business class upgrade is to accrue Flying Blue miles and then use them to upgrade after purchasing an economy ticket.
How much does a KLM business class upgrade cost?
If there are still seats available, you can typically pay to upgrade from economy to business class if you have already purchased an economy class ticket. If this is your plan, keep a watch on business class fares after purchasing an economy ticket since you’ll be responsible for the fare difference, which varies greatly.
As an alternative, you can inquire about the cost of an unexpected business class upgrade when you check in. If an upgrade is offered, it will be displayed as a choice when you check in using the KLM app or website. A combination of miles and cash is typically an option for payment, though prices do vary.
FAQ
What do the sustainability goals of KLM entail?
The goal of the Fly Responsibly sustainability project, which was unveiled in 2019, is to make KLM an airline that is more environmentally friendly. As part of this project, KLM has undertaken to match its CO2 reduction goals with the UN Paris Climate Agreement, which aims to reduce the effects of climate change by keeping global warming well below 2°C relative to pre-industrial levels. KLM will create and validate a relevant reduction pathway in conjunction with the Science Based Targets initiative (SBTi) in order to achieve a structural decrease in CO2 emissions. In addition to environmental concerns, KLM also considers its role in society, its ability to support economic activity, and its status as one of the largest private employers in the Netherlands when defining sustainability. Along the whole value chain, KLM is committed to a safe and healthy workplace, a diverse and inclusive workforce, employee development, and human rights.
What does KLM economy class include?
New Economy Class service will debut with KLM. The new meal service on international daytime flights departing from Amsterdam will have a selection of heated dishes, a sizable, filling salad, and a dessert. Ice cream, chocolates, and savory snacks will be added to the menu of refreshments on medium-range and longer international flights.
What distinguishes KLM’s economy class from its economy class with comfort?
On KLM’s daily flights, the majority of seats are in Economy and Economy Comfort. They fall within the bottom two categories. There is almost any distinction between the two classes. However, what they have to offer might make your trip more comfortable. Every seat in both courses is a regular one. It measures 44.5 centimeters, or 17.5 inches, in breadth.
How many seats are available on KLM’s Comfort class?
The 38-inch seat pitch and 8-inch recline of KLM’s Premium Comfort Class seats, which were created in collaboration with Collins Aerospace, are both first-rate features. There will be between 21 and 28 seats in each Premium Comfort Class cabin, depending on the kind of aircraft.
Is my KLM ticket fully refundable?
You are not required to pay a change fee or fare difference to change your travel dates. For new tickets for flights operated by KLM, Air France, Delta Air Lines, and Virgin Atlantic, you may use the entire face value of your original tickets. You can ask for both the ticket and additional options to be fully refunded.
How long is my KLM travel certificate valid for?
You could use your travel coupon on flights operated by KLM, Air France, Delta Air Lines, and Virgin Atlantic through December 31, 2022, if it was granted between March 1, 2021, and December 31, 2020. The validity period for vouchers issued on or after January 1, 2021, is one year.
CONCLUSION
The national carrier of the Netherlands is KLM. It was founded on October 7th, 1919, and has its main office in Amstelveen, Netherlands. Albert Plesman started the organization. The company’s president and CEO is Pieter Elbers. It has more than 40,000 employees and generates more than 10 billion euros in revenue. KLM is one of the oldest airlines still operating under its original name, with roughly 210 aircraft. Its flights are slated to go to 145 locations. Most KLM flights with even numbers arrive in Amsterdam and depart from there, whereas those with uneven numbers do the opposite. It is not the most cheapest airplane but the money is worth it!
