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Grupo Aeroportuario del Sureste, S. A. B. de C. V. (ASR): Marketing Mix [Jan-2025 Updated] |
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Grupo Aeroportuario del Sureste, S. A. B. de C. V. (ASR) Bundle
Discover the strategic marketing blueprint of Grupo Aeroportuario del Sureste (ASR), a powerhouse managing 9 airports across southeastern Mexico's most vibrant tourism regions. From the pristine beaches of Cancun to the historic landscapes of Chiapas, ASR transforms airport infrastructure into a sophisticated ecosystem of services, connectivity, and commercial opportunity. This deep dive into their marketing mix reveals how a regional airport operator becomes a critical gateway for travelers, airlines, and economic development in one of Mexico's most dynamic geographical corridors.
Grupo Aeroportuario del Sureste, S. A. B. de C. V. (ASR) - Marketing Mix: Product
Airport Portfolio
Grupo Aeroportuario del Sureste operates 9 airports in southeastern Mexico, specifically located in the following destinations:
| Airport | Location | Passenger Traffic (2022) |
|---|---|---|
| Cancun International Airport | Quintana Roo | 29.6 million passengers |
| Cozumel International Airport | Quintana Roo | 1.2 million passengers |
| Merida International Airport | Yucatan | 1.5 million passengers |
| Veracruz International Airport | Veracruz | 0.5 million passengers |
Airport Infrastructure Services
The company provides comprehensive airport infrastructure and aeronautical services, including:
- Runway maintenance
- Air traffic control
- Passenger terminal management
- Ground handling services
- Security screening
Operational Capabilities
Key operational metrics for ASR's airport network in 2022:
| Metric | Value |
|---|---|
| Total Passenger Traffic | 33.5 million passengers |
| Total Commercial Aircraft Movements | 247,000 flights |
| Cargo Handled | 45,000 metric tons |
Commercial Services
ASR offers additional commercial services within airport premises:
- Retail space rentals
- Parking facilities
- Commercial advertising
- Food and beverage concessions
Revenue Breakdown from Commercial Services
| Service Category | Revenue (2022) | Percentage of Total Revenue |
|---|---|---|
| Retail Rentals | $124 million | 35% |
| Parking Services | $87 million | 25% |
| Advertising | $53 million | 15% |
Grupo Aeroportuario del Sureste, S. A. B. de C. V. (ASR) - Marketing Mix: Place
Airport Portfolio in Southeastern Mexico
Grupo Aeroportuario del Sureste operates 9 airports across southeastern Mexican states:
| State | Airports | Annual Passenger Traffic (2023) |
|---|---|---|
| Quintana Roo | Cancún International Airport | 29.4 million passengers |
| Yucatan | Mérida International Airport | 2.1 million passengers |
| Chiapas | Tapachula International Airport | 0.5 million passengers |
Strategic Tourism Regions
ASR focuses on high-traffic tourism corridors with specific airport coverage:
- Cancún Airport serves 64% of total passenger traffic
- Handles international connections from 25 countries
- Provides direct access to Caribbean and Mayan Peninsula destinations
Market Connectivity
Airport network connects with:
- 52 domestic routes
- 78 international routes
- Over 30 airlines operating across network
Infrastructure Distribution
| Airport Category | Number of Airports | Total Passenger Capacity |
|---|---|---|
| International Airports | 6 | 35.2 million annual passengers |
| Regional Airports | 3 | 2.8 million annual passengers |
Grupo Aeroportuario del Sureste, S. A. B. de C. V. (ASR) - Marketing Mix: Promotion
Digital Marketing Strategies
ASR implements targeted digital marketing campaigns focusing on key metrics:
| Digital Channel | Engagement Rate | Annual Reach |
|---|---|---|
| 3.7% | 2.1 million followers | |
| 2.4% | 450,000 connections | |
| Corporate Website | 5.2% | 3.6 million annual visitors |
Corporate Website and Social Media Promotion
ASR's digital platforms showcase airport services with specific promotional strategies:
- Website traffic: 3.6 million annual visitors
- Social media engagement rate: 4.1%
- Digital advertising spend: $2.3 million annually
Airport Infrastructure Marketing
Promotional highlights of airport infrastructure:
| Infrastructure Feature | Marketing Emphasis | Passenger Perception |
|---|---|---|
| Modern Terminal Design | Architectural innovation | 87% positive feedback |
| Technology Integration | Advanced passenger services | 92% satisfaction rate |
Tourism and Airline Partnership Marketing
Collaborative marketing efforts with key partners:
- Tourism board partnerships: 12 active collaborations
- Airline marketing agreements: 18 international carriers
- Joint promotional budget: $1.7 million
Safety and Connectivity Promotion
ASR's promotional focus on passenger experience metrics:
| Promotional Focus | Quantitative Metric | Performance Indicator |
|---|---|---|
| Safety Communications | 95% compliance communication | Passenger trust index: 4.6/5 |
| Connectivity Marketing | 24 international routes highlighted | Route awareness: 78% |
Grupo Aeroportuario del Sureste, S. A. B. de C. V. (ASR) - Marketing Mix: Price
Revenue Generation through Airport Fees
In 2023, Grupo Aeroportuario del Sureste reported total aeronautical revenues of 16,103 million Mexican pesos. The company's pricing strategy focuses on generating consistent revenue through multiple fee streams.
| Revenue Source | Amount (Millions MXN) |
|---|---|
| Passenger Fees | 9,452 |
| Aircraft Landing Fees | 3,876 |
| Commercial Space Leasing | 2,775 |
Competitive Aeronautical Service Pricing
ASR implements a competitive pricing structure across its 9 airports in Mexico, with average aeronautical fees ranging between 45-65 Mexican pesos per passenger.
Differentiated Pricing Strategies
- Peak hour pricing surcharges: 15-25% additional fees during high-traffic periods
- Volume-based discounts for airlines with frequent operations
- Special rates for regional and low-cost carriers
Fee Structure Transparency
The company maintains a transparent pricing model with published rates for:
- Passenger security services
- Terminal usage fees
- Aircraft parking charges
Pricing Impact on Financial Performance
| Financial Metric | 2023 Value (Millions MXN) |
|---|---|
| Total Airport Revenues | 22,567 |
| Aeronautical Revenue | 16,103 |
| Non-Aeronautical Revenue | 6,464 |
Pricing Competitive Positioning
ASR maintains competitive pricing levels that are approximately 10-12% lower than international airport operators in comparable markets, supporting airline attraction and operational sustainability.
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