BRITISH AIRWAYS

PRESENTATION BY…

HIMANSHU TRIPATHI (14)DURGESH MISHRA (27)SHIVPUJAN SINGH (46)

SHYAMAL SHARMA (48)KAPIL SINGH (49)

GROUP NO: 9

INTRODUCTION

British Airways is the flag carrier airline of UK and its largest based on fleet size, international flights and international destination

Measured by passengers it is the second largest in Britain after Easy Jet

Founded – 31st march 1974

CEO- Keith Williams

Chairman: Lord King

HQ- Harmondsworth, England( UK)

CASE INTRODUCTION

Communication policy and integrated marketing approach.

BA was the largest international airline in the world in 1982-83.

Sales revenue- UK (42%) , Rest of Europe(25%), Rest of the World( 33%)

FCB was the global advertising agency partner in initial years

Saatchi & Saatchi for 23 years and came up with slogan

“ THE WORLD’S FAVOURITE AIRLINE”

Current slogan “TO FLY TO SERVE”

ADVERTISEMENTS DURING 1970’s

In 1978 BA appointed FCB as its worldwide agency.

The country managers were free to determine their own advertising, no approval required.

Rather than attempting to build the corporate image, BA advertising emphasized superiority and differentiation in its services.

However, inconsistent advertisement, campaign variation across nations and boundary based restrictions were the major drawbacks of BA’s advertising agency (FCB).

SAATCHI & SAATCHIIn October 1982, SAATCHI & SAATCHI (S&S) an advertising agency was appointed.

To espouse the concept of global brandTo explore the possibility of developing an advertisement campaignTo bolster British Airways image.

S & S set up a Central Policy Unit (CPU) to plan and coordinate work on the worldwide BA account.Developed two sections:

One section handled advertising in the U K and Europe.Second section handled advertising in rest of the world.

CONTINUE…

Out of the 62 countries in which BA had country managers, S & S had wholly owned agencies in 20 countries and partially owned agencies in 17 countries.

In the remaining countries, S & S retained local agencies to continue to handle the BA account.

S & S billed BA headquarters for all of its services worldwide except India where legal restrictions inhibited currency transactions.

CONTINUE…

BA country manager would work with the local S & S agency to develop an advertising copy proposal which would be submitted to a BA headquarter in London on a standard briefing form.

S & S develop standard ad mats that would help them conclude the frequency with which certain types of advertisement could be shown.

BA country managers and their local agencies would simply have to fill in the details of relevant destination and fare information on these ad mats which would not have to submit to London for approval.

CONTINUE…

The U S country managers developed proposals for the inbound line of package tours from U S to U K.

Members of U S agency creative team and BA executives from New York came to London to develop proposed script for the commercials.

The same commercials were subsequently used in South Africa and Carribbean with different voice-overs.

DEVELOPMENT OF THE CONCEPT

CAMPAIGN

Aim was to develop A advertising campaign to restore ba’s prestige and image

S & S Came Up With The Concept Of Brand Image As Objective And Ideal Advertising Quality Like---

Simple Single Minded Dramatic Instantly Understood Break New Ground Visual Rather Than Verbal Long Lasting

CONTINUE……

S&S REJECTED THE IDEA OF TRADITIONAL MARKETING BECAUSE

Firstly, competitor could easily match product based claim. Secondly, it only affect that portion of market who view benefit

on which superiority was claimed.

Approval of new advertising commercial

BA headquarter approved 4 advertising Commercials with theme “the world’s favorite airlines” Manhattan landing Three preferential commercial

MANHATTEN LANDING

90 seconds video

Which shows the island of manhattan rotating slowly through sky across atlantic to london with statement “ every year, we fly more people across the atlantic than entire population of manhattan ”

PREFERENTIAL COMMERCIAL

3 COMMERCIALS ON SAME CONCEPT, ONE OF WHICH WAS—

INGRID BERGMAN (US FOOTBALL PLAYER) RECEVING AIRLINE TICKET AND BEING DISAPPOINTED TO FIND THAT THEY WERE NOT BOOKED ON BRITISH AIRWAYS.

REACTION TO THE CONCEPT

CAMPAIGN

• Reaction to campaign varied

• It was well received in u s

• In former british colonies due to lack of credibility ‘the world’s favorite airlines’ was met with reaction such as “you must be joking”

• It face difficulty in france and kuwait because it could only be shown in cinema

• Disappointment of country manager since there was concern that it would reduce fund availability for local tactical advERTISEMENT Used for fare and schedule information.

CONTINUE…..

• JAPANESE COUNTRY MANAGERS STRONGLY OPPOSED IT ON THE BASIS OF MARKET RESEARCH AS EVIDENCE SHOWING THAT HIS MAIN CHALLENGE WAS SELLING BRITAIN AS DESTINATION RATHER THAN DEVELOPING CONSUMER PREFERENCES.

• HEADQuaRter IN RESPONSE RAISED TOTAL BUDGET AND ALLOCATED 40% OF NEW BUDGET TO CONCEPT CAMPAIGN AND 60% TO TACTICLE LOCAL ADVERTISING.

THE 10th APRIL LAUNCH

• BA DECIDED TO LAUNCH THE TELEVISION COMMERCIAL ON APRIL 10 WITHIN U K.

• INVITATION MAIL WAS SENT TO ALL EMPLOYEES TO VIEW INTRODUTORY COMMERCIAL FROM LORD KING (THE CHAIRMAN)

• LOGO AND SLOGAN WAS TO BE INCORPORATED SAME IN ALL BA LOCAL TACTICAL ADVERTISINGS.

• WITHIN 2 WEEKs IT WAS BEING AIRED IN 20 COUNTRIES.

CONCEPT CAMPAIGN IN U SU S was one of the country in which concept campaign was launched on 10th April.

Survey was conducted IN New york and Los Angeles in march 1983 that showed the following,> Unaided awareness of BA as a leading international carrier.> Unaided recall of BA advertising.> BA was mentioned as one of the three largest airlines in the world.> BA was mentioned as one of the three best international carriers.

CONTINUE…The BA managers viewed the concept campaign as a means of advertising some of these deficiencies.

Since the claim ‘’the world’s favorite airline” was well documented, the U S country manager did not anticipate a legal challenge from Eastern Airlines, which used the slogan ‘’America’s favorite way to fly”.

The media plan for the concept campaign called Manhattan Landing was scheduled to be shown four times on national network television.

BUSINESS CAMPAIGN

The campaign was developed to outspent by Pan Am & TWA in BA gateway cities.

The three objectives were established for 1983-84 business advertising campaign:1) Increase awareness of the name super club as a

service better than Pan Am & TWA2) Increase the knowledge of the features of all three

BA travel services: concorde, first class & super club

3) Maximize the benefits of BA’s concorde in marketing efforts directed at first class & super club consumers.

LEISURE CAMPAIGN

BA advertising targeting the leisure traveler had traditionally focused on BA’s hotel, car rental & package tour bargains.

The objectives for this campaign were:

1) Capitalize on BA’s reputation as a marketer of good vacation buys, reinforcing consumers willingness to arrange their vacations with BA

2) Promote awareness of and demand for BA’s summer transatlantic leisure oriented fare of $549 round-trip.

RECOMMENDATION

BA should spend on the concept campaign as it would be possible to reduce the expenditures on campaign in the long-run if it becomes successful.

Appropriate funds should be allocated to run the campaign even in local markets.

BA should allocate more funds to the tactical advertising in markets like far east region where price competition is high.

BA should avoid delay and cancellation of flights in order to gain the confidence of the customers.