Situational Analysis

Brand Analysis

•  Flights –  International – national –  regional – cargo flights

Brand Analysis cont.

•  Primary Product category – Travel services

•  Secondary- Stretching their dollar – Food, beverage dining – entertainment

Marketing Objectives & Strategies

1.  Increase share of vacation travelers by 5%

2.  Generate 25% more revenue for travel to coastal locations (as opposed to inland metropolitan locations)

3.  Increase passenger seat miles +5% between popular destinations – 21 desired location pairs

Geographic locations          

•  Distribute to – 55 cities – 25 states

•  Advertise flight service regionally •  Flight partners with:

Geographic locations cont.

Lufthansa  

Economic & societal trends

•  Goods and services – grew to 4.6%

•  Increased Consumer spending –  by .9%

SWOT

Strengths    

•  Don’t  have  to  sa,sfy  comfort  for  affordability  

•  Never  oversell  flights  •  On  ,me  record  •  Humane  service  to  customers  •  Target  audience  values  word  of  

mouth  •  Specific  departments  monitor  

social  media  to  adhere  to  customer  comments,  ques,ons  and  issues  

•  Few  complaints  from  customers  about  services  

 

Weaknesses    

•  Limited  in  interna,onal  flights  and  overall  des,na,ons  

•  Not  technology  savvy  or  interac,ve  like  Delta  with  their  own  app  

•  Few  opportuni,es  to  upgrade  for  more  ameni,es  like  American  Airlines  

 

SWOT cont. Opportuni2es  

•  Could  capitalize  on  na,onwide  airline  status  but  could  also  highlight  that  they  are  branching  out  

•  Could  reach  out  to  target  audience  more  through  mobile  devices  and  create  their  own  app-­‐-­‐  (target  audience  relies  heavily  on  technology  to  keep  themselves  organized)  

•  Should  create  more  upgrade  plans  for  more  ameni,es  and  modernize  planes  for  a  “luxury  sec,on”  

 

Threats  

•  Delta  (60  countries  and  6  con,nents)  and  United  Airlines    (108  interna,onal)  fly  con,nentally  

•  Other  flights  have  their  own  apps  (i.e.  Delta  has  an  app  to  check  in  and  book  flights)  

•  Not  a  variety  of  upgrade  kits  for  more  ameni,es  like  compe,ng  airlines  

 

Competitor Analysis

         

Competitor Analysis          

No  bag  le7  behind  

Innova2on  class  

Competitor Analysis          

         

Target Markets

Primary

•  25-34 years old •  Undergrad

degree •  $100,000+

income •  Single •  No children

The  Wealthy  Working  and  inclined  

Secondary

•  55-64 years old •  $75,000-99,999 household

income •  Completed some undergrad •  married

The  Tech  and  coupon  Savvy  Mom  

Target Markets

•  Key insights – Technology inclined:

feedback and internet focused

– WOM – Have a following

Big idea “Relaxation starts from the ground up”

Media Mix

Objectives

•  National campaign with a spot heavy-up – National: Television, mobile and Internet

advertising – Spot: OOH

Strategies

•  TV – A&E •  Early morning •  Late night/ late news

– Syndicated •  Friends •  Grey’s Anatomy

Strategies

•  Internet – Paid Social media – Pre-roll

Strategies

•  OOH – NYC – Boston – D.C.

         

Reach and frequency

•  Goal – Frequency: 4 – Reach: 70%

•  What we reach – Frequency: 4.5 – Reach: 61.6%

Schedule January Febuary March April May June July August September October November december

National

Cable GRPS?187 GRPS?187 GRPS?187

A&E

Syndicated GRPS?93 GRPS?93 GRPS?93

Friends

Greys?Anatomny

Internet

Social?Media

PreHroll

Mobile?Ad

NATIONAL?TOTALS GRPS?250 GRPS?250 GRPS?250

Spot

OOH

TOTAL?GRPS GRPS?250 GRPS?250 GRPS?250

Budget

•  Spent: $7,395,363 National(Media $(Spent National(Percentage Cumulative(PercentageInternet:(Hulu(&(YouTube 3,900 0.07% 0.07%Mobile 25,077 0.40% 0.43%T.V:(Net(TV(early(morning 1,330,320 24% 23%T.V.(Late(Night/Late(News 2,236,680 40% 38.40%T.V.(National(Syndication 2,029,725 35% 0.34%Social(Media 20,061 .035%/100% 97.14%total(budget( 5,820,363Total(national(spending 5,645,763

Spot(Media $(Spent National(Percentage Cumulative(PercentageOut(of(home 174,600 100% 2.86%Total(spot(budget 1,749,600

Geography

•  Spot markets: – Boston – D.C. – NYC

•  D.C.: 48% 4-year degree •  Boston and NYC: 75,000 income

Re- cap •  Competitors: Delta, United and American

Airlines •  “Relaxation starts from the ground up” •  “Wealthy working and inclined” •  “Tech and Coupon Savvy Mom”

Re-Cap cont.

•  National and spot heavy-up campaign

•  Goal: – Reach 70% –  Frequency 4

•  Gained – Reach 61.6, – Frequency 4.5

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