Air Service Development

• Definition of an air traffic expansion strategy to enhance the airport’s appearance on the international market place
• Definition of a market positioning strategy
• Determination of a traffic development concept
• Initiation of a marketing action plan
• Initialization concept for the marketing department

Project duration

• Apr - Aug 2006

Services provided by Lufthansa Consulting

• In-depth analysis of the passenger air traffic market in Russia & CIS
• Mid- and long-term strategy development and target market determination for Koltsovo Airport
• Identification and evaluation of future business opportunities
• Preparation of route profiles as well as route profitability evaluations
• Identification of suitable airlines in combination with the potential routes included in the Airline Acquisition Master Plan
• Preparation of an Air Service Development Toolbox including guidelines
• Definition of a marketing action plan and detailed airline specifics
• Communication plan
• Definition of airline requirements
• Web-concept and branding review
• Marketing department concept (definition of tasks, functions, processes)
• Trade Fair concept
• Initial approach of pre-selected airlines

Project description

In the context of privatization and supported by the Federal Government, Koltsovo Airport was identified as one of the top 10 airports in Russia to be developed into a regional hub. Yekaterin-burg has the geographic, economic and demographic potential to develop from a point-to-point spoke to a regional feeder hub. Based on the future growth potentials identified, an Air Service Development project was initiated to outline and enhance Koltsovo’s current market position.

With the implementation of the Air Service Development Program, Koltsovo Airport will be able to take an active role in attracting and maintaining air services based on a sound airline
marketing strategy developed with Lufthansa Consulting.

The main objectives of the program have been: the determination of Koltsovo’s mid- and long-term market positioning strategy, the definition of a feasible traffic development concept
together with the initiation of a marketing action plan for an effective concept implementation. Furthermore, the tasks and functions of a new marketing department were defined and outlined