The initial goal of Southwest airlines has never changed: “To become the major short-haul carrier” and to be the only airline with the lowest fares compared with other established carriers (Southwest.com, 2010). Penetration price strategy is seen here as it started its operations after others had already established. In this regard, they have been adopting some of communication mix in order to reach and achieve the target passengers or clients. In their communication mix, four main elements of marketing are covered in one way or another. These are Product, Price, Placement and Promotion (Kotler &Armstrong, 2004). To begin with Price, in Southwest airlines, it is said that they offer the cheapest fare rates because its operations are confined within the state (Southwest.com, 2010). This has really made them win the confidence of most business travelers as well as leisure passengers who are quite sensitive on flight price. This is because the base of its customers is all sensitive on expenditure thus a reduced fare would greatly favor their operations. Furthermore this company uses the advertisement slogan “Southwest’s tickets-travel less” with special low prices on the company’s website e-commerce solution (Southwest.com, 2010). In this regard it has partly used the psychological price strategy in reaching its clients.