When a company aims to be as successful as possible in selling its products and services, it must examine in detail whether the products will be attractive and necessary or not; if the price is optimal; if the product is distributed in the best locations; and finally, how to create interest and awareness for the products. For a company to target all of these elements to the right people at the right time, it must use the right type of marketing mix: product, price, location and promotion. In a dysfunctional time for the airline industry, most airlines, especially major carriers, are adapting the concept of “doing less with more.” A low-cost airline, JetBlue, is changing the domestic aviation landscape in this regard and is defying the odds. Here is a company that carefully examined each element of the marketing mix, tailored them to the needs of its customers, and found success with this approach. Product-wise, JetBlue is taking the market by storm with its productivity, onboard features and customer service. Because the company only buys new planes of a single type, maintenance downtime is reduced and it is able to keep its planes flying. In fact, JetBlue maintains the highest in-flight average in the industry. Additionally, JetBlue uses an "operational recovery tool" technology that allows planners to minimize flight cancellations and delays. On board, JetBlue prides itself on treating all customers equally and offering greater comfort than other airlines. Features that attract customers include assigned seating (unlike its competitor, Southwest Airlines), leather seats, more legroom, and superior inflight service. Additionally, JetBlue is one of the few airlines that offers every passenger free entertainment with Direct TV and XM satellite radio. Finally, when it comes to customer service, JetBlue has a careful focus on attracting and motivating a talented workforce. The company gives each employee a sense of ownership in operations. This value and respect placed on each employee results in a motivated and productive workforce that focuses on customer satisfaction and exceeds consumer expectations. Although JetBlue focuses on service value through highly productive staff and aircraft, potential consumers are still interested in value when they fly; the price aspect of the marketing mix. Customers are interested in quality service at a reasonable price.