Abstract In this article, the writer points out that Continental Airlines was established in 1934 under the name of "Varney Speed Lines", after Walter T. Varney, its initial owner. The writer then notes that on July 1, 1937, Robert Six, the new owner, changed its name to Continental. The writer relates that the marketing strategy of Continental Airlines is based on emphasizing its strengths, such as the variety and quality of the services offered. The writer looks at Continental's strategies and awards that have been received. The writer concludes that all in all, Continental Airlines is trying to apply a strategy based on establishing deep customer relationships, in order to create customer loyalty and brand affinity.
From the Paper "RewardOne is a free business program designed by Continental in order to reward companies for business travel on Continental Airlines. However, this program does not apply for travel agencies, wholesalers, consolidators or other resellers of travel. Through RewardOne the companies are rewarded valuable points each time its employees travel on business with Continental Airlines. He rewards include: Silver OnePass Elite Status, Presidents Club membership, travel certificates and many others."
"For U.S. residents that want to save some money, Continental offers the Continental Airlines Credit Card from Chase. Customers that apply for this card will receive 15,000 OnePass bonus miles after their first purchase, get a 5% discount on all published Continental fares, two Presidents Club passes every year, two travel discount certificates (up to $200 in savings) every year."
