Jack Daniel’s – Set J
MKTG 2200, May 2014
ANNIVERSARY PROJECT
Case Study
INTRODUCTION
1
INTRODUCTION
WestJet“By 2016, WestJet will be one of the five most
successful international airlines in the world
providin...
INTRODUCTION
WestJet
2014
FIRST
DEPARTURE
FIRST
TRANSATLANTIC
FLIGHT
SERVING OVER 100 DESTINATIONS (WestJet, 2014)
OVER 10...
Marketing Objectives
Situational Analysis
Stakeholders
SWOT Analysis
Competitive Analysis
Strategic Decisions
Communicatio...
MARKETING OBJECTIVES
2
MARKETING OBJECTIVES
WestJet
million
REVENUE$121	
  
Average
percentage of
seats filled on
WestJet flight
2013 2016
85.0%8...
SITUATIONAL ANALYSIS
3
STAKEHOLDERS
PRIMARY STAKEHOLDERS
WestJet
42%
MALE	
  
10,000non-unionized
employees
58%
FEMALE	
  
(WestJet, 2012)
EMPLOYEES
PRIMARY STAKEHOLDERS
WestJet
DOMESTIC CUSTOMERS
TRANS-BORDER FLIGHTS
within North America
CUSTOMERS
36% 13%
(CAPA, 2013)
PRIMARY STAKEHOLDERS
WestJet
ON-BOARD AIRLINE
services suppliers
SUPPLIERS
Ø  Boeing 737 series
Ø  Bombardier Q400s
(Wes...
PRIMARY STAKEHOLDERS
WestJet
Ø  SELF-GOVERNING COMMITTEES (WestJet, 2012)
1.  CGN Committee
2.  SH&E Committee
3.  People...
COMMUNITIES
supports
national
charities6	
  
supports
employees who
donate over
hours of
time on
volunteer
projects
40
bui...
SECONDARY STAKEHOLDERS
WestJet
CANADIAN ASSOCIATION OF AIRLINE
PASSENGERS
SPECIAL INTEREST GROUPS
PUBLIC INTEREST
ADVOCACY...
SECONDARY STAKEHOLDERS
WestJet
WESTJET
TRAVEL AGENT
SIGN-IN
TRAVEL AGENCIES
PARTNERED WITH
(WestJet, 2012)
(Johnson, 2014)
SWOT ANALYSIS
Ø  LARGE AND GROWING FLEET
Ø  EXTENSIVE SOCIAL MEDIA PRESENCE
Ø  ADVANCEMENTS IN IN-FLIGHT SERVICES
512,000
FACEBOOKLIK...
Ø  DEPENDENCE ON BOEING AND BOMBARDIER as the
only suppliers
Ø  FLEET LIMITATIONS
WestJet’s current fleet is … only able...
Ø  GROWING TOURISM INDUSTRY
Ø  POSITIVE OUTLOOK ON CANADIAN AIRLINE INDUSTRY
The tourism transportation market is expect...
Ø  GROWING DOMESTIC MARKET SHARE (Jang, 2012)
SWOT ANALYSIS
WestJet
OPPORTUNITIES
7%	
   36%	
  
2000 2011 2015
45%	
  
SWOT ANALYSIS
WestJet
THREATS
Ø  GOVERNMENT REGULATIONS
Ø  COMPETITION
Ø  FALLING CANADIAN DOLLAR	
  
Every 1-cent drop...
COMPETITIVE ANALYSIS
COMPETITIVE ANALYSIS
WestJet
$ 12.1	
  billion
operating revenues
82.7% load factor
56% domestic
market share
$ 3.4	
  bil...
COMPETITIVE ANALYSIS
WestJet
On-time landing rate is
(CBC, 2013)
60.9% 	
   On-time landing rate is
(CBC, 2013)
70.0% 	
  
STRATEGIC DECISIONS
4
COMMUNICATION
OBJECTIVES
70% PREFERENCE/LIKING
7% ACTION
90% AWARENESS
COMMUNICATION OBJECTIVESWestJet
TARGET AUDIENCE
TARGET AUDIENCE
WestJet
BRITISH	
  	
  
COLUMBIA	
  
ALBERTA	
  
ONTARIO	
  
QUEBEC	
  
Provinces with
highest Millennial
...
TARGET AUDIENCE
WestJet
GEOGRAPHIC
BRITISH	
  	
  
COLUMBIA	
  
QUEBEC	
  
ALBERTA	
  
ONTARIO	
  
Airports with the highe...
TARGET AUDIENCE
WestJet
BRITISH	
  	
  
COLUMBIA	
  
ALBERTA	
  
ONTARIO	
  
QUEBEC	
  
Provinces with the
highest Millenn...
TARGET AUDIENCE
WestJet
BEHAVIOURAL
AVERAGE NUMBER
OF BUSINESS TRIPS
PER YEAR
5	
   7.8	
  
AVERAGE NUMBER
OF LEISURE TRIP...
TARGET AUDIENCE
WestJet
BEHAVIOURAL
MILLENNIALS	
  	
   GEN X
20%
32%
9%
12%
TECHNOLOGY USAGE WHEN BOOKING (Expedia, 2013)
POSITIONING STRATEGY
POSITIONING STRATEGY
WestJet
Low-costcarrier
Limited service and diversity across Canada
Full service w/diverse destinatio...
MARKETING MIX
5
3Ps PLACE, PRODUCT, PRICE
Route Map (WestJet, 2014)
3Ps PLACE, PRODUCT, PRICE
WestJet
PLACE & DESTINATIONS
3Ps PLACE, PRODUCT, PRICE
WestJet
PRICE
A ONE-WEEK ROUND TRIP FLIGHT, BOOKED ONE-WEEK
IN ADVANCE, RANGES FROM $922 TO $155...
PAST PROMOTIONS
PAST PROMOTIONS
WestJet
million views
on YouTube35	
  
Christmas
Miracle
uploaded
YouTube videos250+
Owners Care
MARKETING
COMMUNICATION
STRATEGY
6
PROMOTIONAL MIX
PROMOTIONAL MIX
WestJet
STRENGTHS
Ø  USERS OF PUBLIC TRANSPORTATION
Millennials consider public transit the most preferre...
PROMOTIONAL MIX
WestJet
PRIMARY TOOLS. INTERNET MARKETING
STRENGTHS
Ø  COMPETITIVE EDGE ON SOCIAL MEDIA	
  
	
  
Ø  TECH...
PROMOTIONAL MIX
WestJet
PRIMARY TOOLS. INTERNET MARKETING
LIMITATIONS
Ø  HIGH USAGE OF ADBLOCK
AdBlock users are Millenni...
PROMOTIONAL MIX
WestJet
PRIMARY TOOLS. PUBLIC RELATIONS
STRENGTHS
Ø  TRUSTING OF USER-GENERATED AND THIRD-
PARTY CONTENT ...
MESSAGE DESIGN
& DELIVERY
7
THEME
MESSAGE DESIGN
WestJet
2	
  
male
Canadian
Millennials 20	
  locations 2016	
  year
THEME
DISCOVER WITHIN
BROADCAST
MESSAGE DESIGN
WestJet
1introduces the campaign
and the two Millennials
commercial 2highlights WestJet’s diverse
Canadian ...
MESSAGE VEHICLES	
  	
  
WestJet
120spots
97.1% average weekly reach
23.3million general viewers
during primetime
from Sun...
PRINT
MESSAGE VEHICLES	
  	
  
WestJet
once a week
March, April, May
Ø  HALF-PAGE, COLOURED
Ø  FULL-PAGE, COLOURED
once a week...
OUT-OF-HOME
MESSAGE VEHICLES	
  	
  
WestJet
Ø  MAIN TRANSIT HUBS AND ARTERIAL ROUTES OF
VANCOUVER
EDMONTON
CALGARY
MONTREAL
TORONTO
...
PUBLIC RELATIONS
MESSAGE DESIGN & VEHICLES	
  WestJet
Ø  CHARITABLE ACTIVITY within 3communities
Ø  20TH ANNIVERSARY CELEBRATION
Vancouve...
DIRECT MARKETING
MESSAGE DESIGN & VEHICLES	
  WestJet
January 1st, 2016
BUDGET
8
BUDGET
WestJet
TOTAL COST FOR THE DISCOVER
WITHIN ANNIVERSARY CAMPAIGN
NEWSPAPER
41%
SALES PROMOTION
TRANSIT
INTERNET MARK...
Thank You!
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Transcript of "School Project (British Columbia Institute of Technology)"

  1. 1. Jack Daniel’s – Set J MKTG 2200, May 2014 ANNIVERSARY PROJECT Case Study
  2. 2. INTRODUCTION 1
  3. 3. INTRODUCTION WestJet“By 2016, WestJet will be one of the five most successful international airlines in the world providing...guests with a friendly caring experience that will change air travel forever.” (WestJet’s Vision. WestJet, 2014)
  4. 4. INTRODUCTION WestJet 2014 FIRST DEPARTURE FIRST TRANSATLANTIC FLIGHT SERVING OVER 100 DESTINATIONS (WestJet, 2014) OVER 100 AIRCRAFTS 1996 $270millionnet earnings in 2013 10,000 employees (WestJet, 2013)
  5. 5. Marketing Objectives Situational Analysis Stakeholders SWOT Analysis Competitive Analysis Strategic Decisions Communication Objectives Target Audience Positioning Strategy Marketing Mix 3Ps – Place, Product, Price Past Promotions Marketing Communication Strategy Promotional Mix Message Design & Delivery Budget Evaluation Q&A AGENDA WestJet
  6. 6. MARKETING OBJECTIVES 2
  7. 7. MARKETING OBJECTIVES WestJet million REVENUE$121   Average percentage of seats filled on WestJet flight 2013 2016 85.0%81.7%
  8. 8. SITUATIONAL ANALYSIS 3
  9. 9. STAKEHOLDERS
  10. 10. PRIMARY STAKEHOLDERS WestJet 42% MALE   10,000non-unionized employees 58% FEMALE   (WestJet, 2012) EMPLOYEES
  11. 11. PRIMARY STAKEHOLDERS WestJet DOMESTIC CUSTOMERS TRANS-BORDER FLIGHTS within North America CUSTOMERS 36% 13% (CAPA, 2013)
  12. 12. PRIMARY STAKEHOLDERS WestJet ON-BOARD AIRLINE services suppliers SUPPLIERS Ø  Boeing 737 series Ø  Bombardier Q400s (WestJet, 2014) FLEET SUPPLIERS
  13. 13. PRIMARY STAKEHOLDERS WestJet Ø  SELF-GOVERNING COMMITTEES (WestJet, 2012) 1.  CGN Committee 2.  SH&E Committee 3.  People and Compensation Committee GOVERNMENT Ø  INTERNATIONAL AIR AUTHORITY
  14. 14. COMMUNITIES supports national charities6   supports employees who donate over hours of time on volunteer projects 40 builds homes for families living in poverty (WestJet, 2014) 5   homes were built in 2013 PRIMARY STAKEHOLDERS WestJet
  15. 15. SECONDARY STAKEHOLDERS WestJet CANADIAN ASSOCIATION OF AIRLINE PASSENGERS SPECIAL INTEREST GROUPS PUBLIC INTEREST ADVOCACY CENTRE  
  16. 16. SECONDARY STAKEHOLDERS WestJet WESTJET TRAVEL AGENT SIGN-IN TRAVEL AGENCIES PARTNERED WITH (WestJet, 2012) (Johnson, 2014)
  17. 17. SWOT ANALYSIS
  18. 18. Ø  LARGE AND GROWING FLEET Ø  EXTENSIVE SOCIAL MEDIA PRESENCE Ø  ADVANCEMENTS IN IN-FLIGHT SERVICES 512,000 FACEBOOKLIKES 35,000 YouTubeSUBSCRIBERS 315,000 TWITTERFOLLOWERS 21,000 INSTAGRAMFOLLOWERS SWOT ANALYSIS WestJet STRENGTHS
  19. 19. Ø  DEPENDENCE ON BOEING AND BOMBARDIER as the only suppliers Ø  FLEET LIMITATIONS WestJet’s current fleet is … only able to fly between Maritime provinces and Dublin, Ireland (Deveau, 2014) SWOT ANALYSIS WestJet WEAKNESSES
  20. 20. Ø  GROWING TOURISM INDUSTRY Ø  POSITIVE OUTLOOK ON CANADIAN AIRLINE INDUSTRY The tourism transportation market is expected to reach $ 42.7billion by 2017 (Euromonitor International, 2013) SWOT ANALYSIS WestJet OPPORTUNITIES 12.9   $ billion19.7  $ billion International Air Transport Association forecasts increase in profit 2013 2014 (Heilprin, 2013)(Euromonitor International, 2013) +7%   Passenger traffic 2017
  21. 21. Ø  GROWING DOMESTIC MARKET SHARE (Jang, 2012) SWOT ANALYSIS WestJet OPPORTUNITIES 7%   36%   2000 2011 2015 45%  
  22. 22. SWOT ANALYSIS WestJet THREATS Ø  GOVERNMENT REGULATIONS Ø  COMPETITION Ø  FALLING CANADIAN DOLLAR   Every 1-cent drop in Canadian dollar knocks $14-million from operating income for WestJet (Keenan, 2014)  
  23. 23. COMPETITIVE ANALYSIS
  24. 24. COMPETITIVE ANALYSIS WestJet $ 12.1  billion operating revenues 82.7% load factor 56% domestic market share $ 3.4  billion operating revenues 82.8% load factor 36% domestic market share
  25. 25. COMPETITIVE ANALYSIS WestJet On-time landing rate is (CBC, 2013) 60.9%   On-time landing rate is (CBC, 2013) 70.0%  
  26. 26. STRATEGIC DECISIONS 4
  27. 27. COMMUNICATION OBJECTIVES
  28. 28. 70% PREFERENCE/LIKING 7% ACTION 90% AWARENESS COMMUNICATION OBJECTIVESWestJet
  29. 29. TARGET AUDIENCE
  30. 30. TARGET AUDIENCE WestJet BRITISH     COLUMBIA   ALBERTA   ONTARIO   QUEBEC   Provinces with highest Millennial population (Statistics Canada, 2013) 0.9M   0.8M   GEOGRAPHIC 2.9M   1.6M  
  31. 31. TARGET AUDIENCE WestJet GEOGRAPHIC BRITISH     COLUMBIA   QUEBEC   ALBERTA   ONTARIO   Airports with the highest percentage of domestic passenger traffic (Statistics Canada, 2013)
  32. 32. TARGET AUDIENCE WestJet BRITISH     COLUMBIA   ALBERTA   ONTARIO   QUEBEC   Provinces with the highest Millennial population (Statistics Canada, 2013) 0.9M   0.8M   GEOGRAPHIC 2.9M   1.6M   6.2M   Total  Millennial   popula=on  in     4  provinces   = all other provinces1.0M  
  33. 33. TARGET AUDIENCE WestJet BEHAVIOURAL AVERAGE NUMBER OF BUSINESS TRIPS PER YEAR 5   7.8   AVERAGE NUMBER OF LEISURE TRIPS PER YEAR (Expedia, 2013)
  34. 34. TARGET AUDIENCE WestJet BEHAVIOURAL MILLENNIALS     GEN X 20% 32% 9% 12% TECHNOLOGY USAGE WHEN BOOKING (Expedia, 2013)
  35. 35. POSITIONING STRATEGY
  36. 36. POSITIONING STRATEGY WestJet Low-costcarrier Limited service and diversity across Canada Full service w/diverse destinations across Canada High-costcarrier
  37. 37. MARKETING MIX 5
  38. 38. 3Ps PLACE, PRODUCT, PRICE
  39. 39. Route Map (WestJet, 2014) 3Ps PLACE, PRODUCT, PRICE WestJet PLACE & DESTINATIONS
  40. 40. 3Ps PLACE, PRODUCT, PRICE WestJet PRICE A ONE-WEEK ROUND TRIP FLIGHT, BOOKED ONE-WEEK IN ADVANCE, RANGES FROM $922 TO $1555 (WestJet, 2014)  
  41. 41. PAST PROMOTIONS
  42. 42. PAST PROMOTIONS WestJet million views on YouTube35   Christmas Miracle uploaded YouTube videos250+ Owners Care
  43. 43. MARKETING COMMUNICATION STRATEGY 6
  44. 44. PROMOTIONAL MIX
  45. 45. PROMOTIONAL MIX WestJet STRENGTHS Ø  USERS OF PUBLIC TRANSPORTATION Millennials consider public transit the most preferred modes of transportation, as it allows them to multitask and socialize while traveling (APTA, 2012) Ø  MILLENNIALS ARE VISUAL LEARNERS Advertising allows the opportunity to create visually aesthetic advertisements (Millennial Marketing, 2014) PRIMARY TOOLS. ADVERTISING
  46. 46. PROMOTIONAL MIX WestJet PRIMARY TOOLS. INTERNET MARKETING STRENGTHS Ø  COMPETITIVE EDGE ON SOCIAL MEDIA     Ø  TECH SAVVY 83% have smartphones 98%   Millennials use the Internet (MTM, 2013) 75% - like, retweet, or share content (The Case Foundation, 2013)
  47. 47. PROMOTIONAL MIX WestJet PRIMARY TOOLS. INTERNET MARKETING LIMITATIONS Ø  HIGH USAGE OF ADBLOCK AdBlock users are Millennials (AdBlock Plus, 2011) 32%
  48. 48. PROMOTIONAL MIX WestJet PRIMARY TOOLS. PUBLIC RELATIONS STRENGTHS Ø  TRUSTING OF USER-GENERATED AND THIRD- PARTY CONTENT (Bazaar, 2012) LIMITATIONS Ø  RISK OF LOW ROI ON PUBLIC RELATIONS EXPENSES (Know This, n.d.)
  49. 49. MESSAGE DESIGN & DELIVERY 7
  50. 50. THEME
  51. 51. MESSAGE DESIGN WestJet 2   male Canadian Millennials 20  locations 2016  year THEME DISCOVER WITHIN
  52. 52. BROADCAST
  53. 53. MESSAGE DESIGN WestJet 1introduces the campaign and the two Millennials commercial 2highlights WestJet’s diverse Canadian destinations commercial 3will be reflective of the Millennials’ experience commercial
  54. 54. MESSAGE VEHICLES     WestJet 120spots 97.1% average weekly reach 23.3million general viewers during primetime from Sunday to Thursday March, May, October (CTV, 2013)
  55. 55. PRINT
  56. 56. MESSAGE VEHICLES     WestJet once a week March, April, May Ø  HALF-PAGE, COLOURED Ø  FULL-PAGE, COLOURED once a week March
  57. 57. OUT-OF-HOME
  58. 58. MESSAGE VEHICLES     WestJet Ø  MAIN TRANSIT HUBS AND ARTERIAL ROUTES OF VANCOUVER EDMONTON CALGARY MONTREAL TORONTO March, April, May September, October, November
  59. 59. PUBLIC RELATIONS
  60. 60. MESSAGE DESIGN & VEHICLES  WestJet Ø  CHARITABLE ACTIVITY within 3communities Ø  20TH ANNIVERSARY CELEBRATION Vancouver, Toronto, and Montreal
  61. 61. DIRECT MARKETING
  62. 62. MESSAGE DESIGN & VEHICLES  WestJet January 1st, 2016
  63. 63. BUDGET 8
  64. 64. BUDGET WestJet TOTAL COST FOR THE DISCOVER WITHIN ANNIVERSARY CAMPAIGN NEWSPAPER 41% SALES PROMOTION TRANSIT INTERNET MARKETING PUBLIC RELATIONS 3% 8% 27% 15% 6% TELEVISION $4,915,000
  65. 65. Thank You!

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