Brand Planning Workshop Findings

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Brand Planning Workshop Findings

  1. 1. Tiger Brand Positioning Discussion Paper December 19 th , 2008
  2. 2. Agenda <ul><li>Marketing Objectives </li></ul><ul><li>Draft Brand Greenprint </li></ul><ul><li>Market Context </li></ul><ul><li>Positioning Options </li></ul><ul><li>Positioning Recommendation </li></ul><ul><li>Final Brand Greenprint </li></ul>
  3. 3. Marketing Objectives <ul><li>1. Maintain targeted sales rate for 2009 </li></ul><ul><li>Competitively position Tiger Airways brand and increase footprint by: </li></ul><ul><ul><li>Stimulating air travel market and passenger volume </li></ul></ul><ul><ul><li>Stealing market share </li></ul></ul>Growing the market is the purview of LCCs and has been strongly evidenced by the likes of Ryanair and EasyJet in Europe (along with 38 other LCCs), and Qantas’ Jetstar in Australia which claims to have grown the market by 10% in its first 2 years of operation. The opportunity to steal market share from the premium airlines cannot be overlooked given the increased price sensitivity of consumers. Low cost fares will drive sales, but where price and promotion parity occurs, the brand can assume the role of key differentiator and give customers a reason to choose Tiger Airways.
  4. 4. Greenprint
  5. 5. Why use the Greenprint? <ul><li>The Spinach Greenprint provides clarity, consistency and inspiration for everyone who works on or with your brand. </li></ul><ul><li>Focus and Inspiration </li></ul><ul><ul><li>Brand foundations firmly in place in a dynamic environment. </li></ul></ul><ul><ul><li>Clear and compelling goal that is a unifying focal point for the entire organisation. </li></ul></ul><ul><li>Clarity </li></ul><ul><ul><li>Internal expectations of performance and behaviour are clear ie. all staff members are clear about why they’re here and what they stand for. </li></ul></ul><ul><li>Consistency </li></ul><ul><ul><li>Removes subjective interpretation and judgement about priorities and goals. </li></ul></ul>
  6. 6. Greenprint universal applications <ul><li>Marketing and Communications Program </li></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>PR </li></ul></ul><ul><ul><li>Sponsorship </li></ul></ul><ul><ul><li>Guerrilla Tactics etc. </li></ul></ul><ul><li>Product development </li></ul><ul><li>Internal culture development </li></ul><ul><li>New business initiatives </li></ul><ul><li>Strategic alliances </li></ul><ul><li>etc. </li></ul>
  7. 7. our positioning key stakeholders our purpose our brand values features priority markets What we are trying to achieve The way we do things What we deliver Who we deliver to Competitive Set our vision our brand personality logo/tagline what we’re not emotional benefits functional benefits 1 2 5 Our competitive focus Groups we should consider in the communications mix Where our focus should be by geographic market and/or target audience/segments. Visual and audio identify and symbols The company’s fundamental reason for existence beyond just making money. A clear and compelling goal that is a unifying focal point for the entire organisation. A statement used internally to articulate our promise to our customers expressed as a differentiated benefit. The company’s essential and enduring tenets, not to be compromised for financial gain or short-term expediency. The character traits that most define our brand. Ensure character traits are clearly defined Attributes that define our service and products Tangible benefits derived from one or more service/ product attributes – the rational ‘what’s in it for me’ for the client Intangible benefits derived from one or more service/ product attributes – the emotional ‘what’s in it for me’ for the client tone of voice You can say the right thing about a product or service but it doesn't guarantee that anybody will listen. How can we say it in a way that people will relate to? 3 4
  8. 8. our positioning key stakeholders our purpose our brand values features priority markets What we are trying to achieve The way we do things What we deliver Who we deliver to Competitive Set our vision our brand personality logo/tagline what we’re not emotional benefits functional benefits 1 2 5 Jetstar Virgin Blue <ul><li>Shareholders </li></ul><ul><li>Customers </li></ul><ul><li>Staff </li></ul><ul><li>Media </li></ul><ul><li>Melbourne </li></ul><ul><li>Adelaide </li></ul><ul><li>Target: </li></ul><ul><li>Lower socio-economic groups </li></ul><ul><li>Infrequent/first-time travellers </li></ul><ul><li>Female skew </li></ul>Tiger Tagline (tba) To provide safe, reliable and convenient point-to-point air travel at the lowest possible price. To become Australia’s preferred domestic carrier. ? Competitive Passionate Straight forward Pragmatic Genuine Rude Cold <ul><li>Low cost fares </li></ul><ul><li>Fantastic deals. </li></ul><ul><li>On-time performance </li></ul><ul><li>New aircraft. </li></ul><ul><li>Online sales. </li></ul><ul><li>Passengers only pay for what they want. </li></ul><ul><li>Affordable amenities. </li></ul><ul><li>Ticket-less travel. </li></ul>Affordability Punctuality Reliability Comfortable flying <ul><li>Peace of mind </li></ul><ul><li>Sense of fair play </li></ul><ul><li>Enabling: </li></ul><ul><li>New experiences </li></ul><ul><li>Family bonding </li></ul><ul><li>Freedom </li></ul>tone of voice Clear, honest and empathetic. 3 4 Customer champion Efficient Empowering Single-minded Egalitarian
  9. 9. Market Context
  10. 10. Implications of economic slowdown <ul><li>Category issues: </li></ul><ul><li>Challenge to stimulate domestic travel </li></ul><ul><li>Soft inbound tourism </li></ul><ul><li>Overall traffic volume prediction recently slashed from 4.5 per cent to 2.9 per cent (IATA) </li></ul><ul><li>Falling loads mean many operators are dumping capacity. </li></ul>But, this challenging climate presents more opportunities for Tiger Airways than issues because: <ul><li>Cost will become increasingly significant for new and existing travellers. </li></ul><ul><li>Tiger is well positioned to win from a recession with signs already of people downgrading travel choices with a shift from premium (World Travel Market 2008 report) </li></ul>But…with more low cost carriers likely (Emirates & VivaJet to name two) differentiation within the LCC space becomes critical. Source: Our Environment: A paper for Tourism Tasmania’s Strategic Planning Forum, 11/08
  11. 11. Brand Positioning <ul><li>Some other factors to consider: </li></ul><ul><li>Tiger cannot leverage first-to-market advantage. In the mind of the consumer, Jetstar is a low cost carrier. In addition, we have already had Compass Mark 1, Compass Mark 2, and Virgin Blue (in the early days). </li></ul><ul><li>As well as deep pockets, Jetstar enjoys high top-of-mind awareness and No. 1 in the consideration set, evidenced by the google rating against ‘cheap flights’ key search term: </li></ul><ul><ul><li>No. 8 Jetstar </li></ul></ul><ul><ul><li>No. 18 Virgin Blue </li></ul></ul><ul><ul><li>No. 23 Qantas </li></ul></ul><ul><ul><li>No. 200+ Tiger </li></ul></ul><ul><li>While SEM and SEO can assist in driving brands up the google search ladder, tom awareness and brand consideration are critical to drive direct enquiry from the consumer. </li></ul>
  12. 12. Brand Positioning <ul><li>So, what will entice travellers to put Tiger on their consideration list? What makes them stand apart from Jetstar (as the key competitor)? </li></ul><ul><li>‘ Cheaper flights’ is compelling, but not differentiating. And arguably, promoting this message alone in the market may benefit Jetstar more than Tiger while Jetstar are enjoying higher tom, salience, preference and more sizeable inventory. </li></ul>
  13. 13. Potential Positioning Support Masterbrand Positioning The Age “improves me” Product/ Service Reliability Empowerment WYSIWYG Price Scheduling Ease/No hassles Which product proof point is the most compelling and differentiating to add to price?
  14. 14. Brand Positioning <ul><li>While Tiger cannot compete in areas of scheduling and ease at this stage, they definitely can substantiate efficient departure/arrival times with a current rating of 84%, as well as efficient ‘on ground’ process. The key consumer benefit being reliability. </li></ul><ul><li>The point is that price + reliability = value. </li></ul><ul><li>And differentiation and value have never been more important. </li></ul>
  15. 15. Positioning Options
  16. 16. Positioning – how it works CONSUMER INSIGHT The thing that you know about the consumer’s mindset that is most relevant to your objective BRAND INSIGHT The thing about your brand that addresses or answers the consumer insight POWERFUL TRUTH The thing we’re going to say to make them think/do/feel the desired out-take + = What about me? I’d like to visit my friends and family too, but I can’t afford it! Tiger Airways consistently delivers low cost, on-time air travel Everyone deserves a reliable, cheaper way to fly. + = Tiger Airways
  17. 17. Positioning – how it works CONSUMER INSIGHT The thing that you know about the consumer’s mindset that is most relevant to your objective BRAND INSIGHT The thing about your brand that addresses or answers the consumer insight POWERFUL TRUTH The thing we’re going to say to make them think/do/feel the desired out-take + = I’m sick of paying through the nose for crap service. Tiger Airways consistently delivers low cost, on-time air travel. Everyone deserves a reliable, cheaper way to fly. + = Tiger Airways
  18. 18. Positioning – how it works CONSUMER INSIGHT The thing that you know about the consumer’s mindset that is most relevant to your objective BRAND INSIGHT The thing about your brand that addresses or answers the consumer insight POWERFUL TRUTH The thing we’re going to say to make them think/do/feel the desired out-take + = I feel let down that air travel isn’t more affordable. Tiger Airways has the lowest operating costs in the category. Tiger Airways delivers consistently cheaper flights. + = Tiger Airways
  19. 19. our positioning key stakeholders our purpose our brand values features priority markets What we are trying to achieve The way we do things What we deliver Who we deliver to Competitive Set our vision our brand personality logo/tagline what we’re not emotional benefits functional benefits 1 2 5 Everyone deserves a reliable, cheaper way to fly. OR/ Tiger Airways delivers consistently cheaper flights. tone of voice 3 4 Jetstar Virgin Blue <ul><li>Shareholders </li></ul><ul><li>Customers </li></ul><ul><li>Staff </li></ul><ul><li>Media </li></ul><ul><li>Melbourne </li></ul><ul><li>Adelaide </li></ul><ul><li>Target: </li></ul><ul><li>Lower socio-economic groups </li></ul><ul><li>Infrequent/first-time travellers </li></ul><ul><li>Female skew </li></ul>Tiger Tagline (tba) To provide safe, reliable and convenient point-to-point air travel at the lowest possible price. To become Australia’s preferred domestic carrier. Competitive Passionate Straight forward Pragmatic Genuine Rude Cold <ul><li>Low cost fares </li></ul><ul><li>Fantastic deals. </li></ul><ul><li>On-time performance </li></ul><ul><li>New aircraft. </li></ul><ul><li>Online sales. </li></ul><ul><li>Passengers only pay for what they want. </li></ul><ul><li>Affordable amenities. </li></ul><ul><li>Ticket-less travel. </li></ul>Affordability Punctuality Reliability Comfortable flying <ul><li>Peace of mind </li></ul><ul><li>Sense of fair play </li></ul><ul><li>Enabling: </li></ul><ul><li>New experiences </li></ul><ul><li>Family bonding </li></ul><ul><li>Freedom </li></ul>Clear, honest and empathetic. Customer champion Efficient Empowering Single-minded Egalitarian
  20. 20. Recommendation <ul><li>To position Tiger Airways in the Australian market as the only airline that passionately believes that: </li></ul><ul><ul><li>Everyone deserves a reliable, </li></ul></ul><ul><ul><li>cheaper way to fly. </li></ul></ul>
  21. 21. Next Steps <ul><li>Agree positioning statement. </li></ul><ul><li>Sign off Brand Greenprint </li></ul><ul><li>Develop alternative creative expressions to match the brand positioning. </li></ul><ul><li>Evaluate and select one to form the basis of the 2009 Campaign strategy. </li></ul>

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