Air Service Development

• Air Service Development program consisting of four phases:
    1. Market Positioning Strategy
    2. Traffic Development Concept
    3. Marketing Action Plan
    4. Implementation of Air Service Development Strategy (2008-2010)
• Training and advisory support in airline marketing

Project duration

• June 2008 - Dec 2010

Services provided by Lufthansa Consulting

• In-depth analysis of the passenger air traffic market in Poland and Europe with special focus on Warsaw (geographical proximity)
• Mid- and long-term strategy development and target market definition for Lodz Airport
• Identification and evaluation of future business opportunities
• Preparation of route profiles as well as route profitability evaluations
• Identification of potential airlines (Airline Acquisition Master Plan)
• Definition of a marketing action plan
• Initial approach of pre-selected airlines and follow-up support in order to attract new airlines / routes to the airport of Lodz
• Conference support at industry route marketing events (e.g. Routes Forum, IATA Schedule Conferences)

Project description

Lodz is the third biggest city in Poland, but before the project started under-served in terms of air traffic. This situation is mainly due to two reasons. Firstly, Lodz Airport only has only been in operation since 2005 and is a new player in the Polish aviation environment. Secondly, Lodz Airport is located in geographical proximity (120 km) to Warsaw Airport which is why the airlines are currently serving the Lodz market via Warsaw.

In order to further support growth and to diversify the airline portfolio serving Lodz Airport, the Municipality of Lodz and Lodz Airport have decided to implement a coordinated approach to attract additional airlines. To develop this strategy Lufthansa Consulting has been contracted to set up an Air Service Development Program for Lodz Airport.