Top Story

Home >> Marketing >> Article

We're working on making ourselves more relevant in India: Alexander Schlaubitz, Lufthansa Group

20-February-2018
Font Size   16
We're working on making ourselves more relevant in India: Alexander Schlaubitz, Lufthansa Group

India has emerged as one of the biggest markets for Europe’s biggest Airline—Lufthansa. In the last four years, Lufthansa has made significant investments to take on the local and other international players. In an interview with exchange4media, Alexander Schlaubitz, Vice President, Marketing, Lufthansa Group, spoke about the significance of the Indian market and the strategy that the group has adopted to leverage the opportunities in the local market.
Excerpts:
How have all your marketing initiatives impacted the perception of Lufthansa in India?
I would say we are lucky that we started out from a very high place in terms of brand perception in India. Lufthansa has always been an incredibly successful and well liked brand in India. We have been able to even surpass that and I would like to say that the impact is not reflecting in the perception alone but also in the sales figures too. 
Could you tell us about the strategy that you are adopting for the Indian market?
Since we have been here for such a long time we feel that we have already established ourselves. Now we are working on making ourselves all the more relevant. So we are trying to immerse ourselves deeply into understanding the specific needs of Indian customers and the cultural nuances that we can touch upon. This is not just as a marketing proposition but an overall proposition that we have embraced. This includes the product, the staff and making sure that everybody who comes out from this market knows that –‘we are more Indian than you think’. This is something that has worked fantastically well in our favour and has been aided by the TV campaigns that we have been doing.
What would you call the biggest highlights of your journey in India so far?
From a marketing perspective we are fortunate that we have a very long-standing and incredibly successful marketing franchise which is called -Runway to Success. We have kept expanding on that and it has helped us deepen our relationship locally. We make sure that people comprehend how invested we truly are in the Indian marketplace. This programme has been fantastically successful for us and we are very proud of the engagement that we have been able to create through it.
Moreover, we are also going to introduce, in full form, to the marketplace a campaign platform that is called #LifeChangingPlaces. It is a platform that has proven to be incredibly successful in other markets already. We are excited to build something for the Indian marketplace on that particular platform. These are some of the big highlights of our journey in India so far and we are looking to do more.

How are you differentiating yourself from other global brands to stay ahead of competition?
I believe it is about having a product well designed for the needs of the customer and we are constantly working on it. With the evolution of travellers in India, we have to keep pace with that and we have to keep finding ways in which we can hit deep nerves and find good, relevant ways to touch the hearts and the minds at the same time. So it is not a different challenge from what it would be like in any other marketplace. We were just lucky enough to have an operation here that is strong and established. Also all other things being equal, we are more creative than the other guys. And most importantly we have the best equipment here and we are operating our most modern fleet in this market.

Tags Lufthansa

The MD of Sai Estate Consultants, Chembur, on their marketing strategy, adopting a carpet bombing approach, response to the Wajood app and why he now allocates maximum of his marketing spends on digital

Prachi Mohapatra on fbb’s latest campaign, one-year after going omni-channel, and its growing reliance on content marketing

The marketing head of Greenpanel on marketing approach and how the company is working towards educating consumer about MDF

BookMyShow, Uber, Chumbak, Viacom18 and Radio City are some of the clients of the company

right
left
KARAN THAPAR & SHEKHAR GUPTA DISCUSS JOURNALISTIC ETHICS AT THE PRINT’S ‘OFF THE CUFF’ WOMEN ECONOMIC FORUM AWARDS 2018 RECOGNIZE WOMEN LEADERS OF THE DECADE THE 6TH EDITION OF IAA AWARDS RECOGNIZES THE WORK OF INDUSTRY PROFESSIONALS 11 INDUSTRY EXPERTS PRESENT  THEIR FAVOURITE DIGITAL CASE STUDIES @AD CLUB’S ‘D-CODE BUSINESSWORLD LAUNCHES 14TH EDITION OF MARKETING WHITEBOOK IN MUMBAI INDUSTRY VETERANS CHEER AS ADMAN AMBI PARAMESWARAN LAUNCHES NEW BOOK SPONG AAAI HONOURS VETERAN ADMAN RAM SEHGAL WITH THE 2018 LIFETIME ACHIEVEMENT AWAR PITCH TOP 50 BRANDS 2018 AWARDS COMPANIES WITH BEST MARKETING PRACTICES TEAM BBDO ORGANIZES AJAI JHALA’S FAREWELL WITH FRIENDS & ASSOCIATES RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018

'The Bloody Ghoul' symbol has been sprayed on Sacred Games billboards across the city

Initiative's Mumbai office will manage the account. The account was earlier held by OMD India.

Qwikcilver’s Co-founder and CMO says their campaign for Onam addresses the gifting needs of the resident and non-resident Keralites