Each answer should be 250 to 300 words . Do not copy, should be correct & relevant:

--As Southwest Airline plans to increase its market share, a sales forecast may be useful to develop its future marketing strategy. Explain the common forecasting techniques that Southwest Airline can adopt

--As a marketing manager of Southwest Airlines, you are asked to research on the use of product placement as a form of advertising. Evaluate the pros and cons of using product placement and justify whether or not it is a good move for the company

CASE 16.2 At Southwest Airlines, "We Love Your Bags LUVing customers allows passengers with line cabin in a carrier ab Your Bag. It's ce policy. Southwest bags free per cus e $15 to $25 each for of bags increases). $2 billion for the CRITICAL Although Southwest Airlines started THINKING small, today it is one of the largest air- lines in the country, flying to 69 cities on more than 3,200 flights a day. The Texas-based company prides itself on its sense of humor and down-home attitude, which has been developed and advanced over the years through advertising, promotions, and public relations programs. Its national advertising campaigns ("You are now free to move about the country" and "We Love Your Bags") are success stories. This is the airline that once paid an Elvis impersonator to serenade customers at the Manchester, New Hampshire, air- port to celebrate its addition of flights to Las Vegas; the airline that paints some of its fleet in state colors, with its recent addition of Florida One decorated with colors and symbols from the Florida flag. Southwest's vision is to be a low-budget airline that enables its custom- ers to have fun flying. The corporate cul- ture owes a lot to the outgoing personality of the airline's co-founder, Herb Kelleher. But humor also serves as a way to make cheap travel more palatable. The Southwest Way that employees are encour- aged to adopt includes displaying a Warrior Spirit, a Servant's Heart, and a Fun-LUVing attitude. It is typ- ical for Southwest flight crews to joke with the passengers. These tactics build worldwide customer allegiance. The air- line also tries to engage its customers in dialogue with its Nuts About Southwest blog and its social media presence on sites such as Facebook, LinkedIn, and Twitter. Southwest's "Ding" promotion is a terrific example of its use of integrated marketing communication. Customers can download software from the airline's website, and when Southwest offers a low fare it notifies them with a "ding" sound-the same "ding" you hear when airline captains turn off the seatbelt sign; the same "ding" that precedes Southwest's well-known tagline, "You are now free to move about the how free to move about the country." Southwest also caters to pet-LUVine through its P.A.W.S. program, which allows pa small pets to take their pets into the airline cabin for $75 each way. Southwest's recent campaign "Grab Your On!" emphasizes Southwest's bags-fly-free policy. Airlines allows passengers to check two bags free tomer, while most other airlines charge $15 to $25 checked bags (the prices go up as the amount of bagsins Baggage fees for airlines generated about $2 billion to first nine months of 2009, but at the cost of customer faction with airlines. Many passengers are avoiding checkin faction w their luggage and are instead opting to take carry-on bagga However, more carry-on baggage has been problematicas well, occasionally result- ing in flight attendants becoming injured when removing heavy carry on bags from the over- head bins. As a result, Spirit Airlines will become the first airline to charge for carry-on bags. Southwest is capi- talizing on customer discontent over bagging fees by integrating it with the recession. CEO Gary C. Kelly stated that "it's time to kick the recession to the curb with 'Grab Your Bag. It's On!'" Southwest is positioning itself as an airline that wants to save consumers money in difficult time periods. This is made even more apparent in Southwest commercials that criticize com- peting airlines, asking, "Why do they hate your bags?" And, of course, Southwest Airlines instilled its customary humor in its commercials as well. One of the "It's On!" commercials featured Southwest Airlines rampers proclaiming how me they love bags and waving goodbye to bags as the plane lan they love bags. a off. In 2010, Southwest announced plans to launch new ads off. In 2010, South that will carry on the bags-fly-free campaign but will expand the ads to include even more of the positive expl ences Southwest provide ences Southwest provides for its customers. you want