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10 step marketing plan-cebu pacific
 

10 step marketing plan-cebu pacific

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    10 step marketing plan-cebu pacific 10 step marketing plan-cebu pacific Presentation Transcript

    • 10 STEP Marketing Plan for Cebu Pacific
      Bohong Li
      June 2011
    • This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.
      The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.
      When appropriate, data are “masked” so as not to create unexpected conflicts.
      The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.
      Disclaimer
    • Summary: Steps 1 to 5
      Cebu Pacific’s target market are budget-conscious travelers
      Gap is there are other brands who can offer lower cost fares and possibly better service
      Cebu Pacific’s direct competitors are: AirPhilExpress, Zest Air, Philippine Airlines, and AirAsia Philippines
      Who want affordable, no-frills travel experience.
      The total market size for domestic air travel was 8.4 million tourists or PhP 42 Billion in 2010. Estimated growth for 2011 is 12%.
    • Summary: Steps 6 to 10
      Cebu Pacific has the most domestic destinations available
      Cebu Pacific is low-cost compared to PAL and SEAir, but varies depending on season with ZestAir and AirPhilExpress
      Cebu Pacific fliers need low-cost airfares to satisfy social and personal needs of traveling
      Apart from having covered most domestic tourist spots, they also have an efficient online booking system
      Cebu Pacific combines low-cost airfare and number of destinations to attract customers and make purchases easy by booking online
    • Primary Target Market
      Age 21-35; Male and Female; Single or Married; Social Class BC
      Employed or Starting to work; budget-conscious;
      Avid leisure traveler; almost always with loved ones (friends/family/significant other)
    • PTM’s Needs/Wants/ Demands
      The need to feel they can afford to travel, the independence to pay for trips & freedom to travel whenever they want
      The need to belong and have relationship-enriching experiences with people they love
      Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
      6
    • PTM’s Needs/Wants/ Demands
      Needs:
      They need to feel the satisfaction of being able to afford and treat themselves to a vacation whenever the opportunity strikes. They want to share these vacations with great company such as their family, friends and significant other and build memories that will last a lifetime.
      Wants: They want a reputable low-cost carrier that could give them the chance to fulfill their travel needs without hurting the wallet.
      Demands: They want the best value for their money, being able to reach the destination at hand without compromising safety and service quality in the process.
    • Cebu Pacific’s competitors
      Direct Competitors
      AirPhilExpress, ZestAir, Air Asia Philippines (3rd QTR 2011), Philippine Airlines, SeAir
      Indirect Competitors
      Bus Lines (Victory Liner, PhilTranCo, etc)
      Ferries (WG&A, Sulpicio, RoRo, etc)
      Variables:
      Fare Rates, Comfort, Availability of Routes, Travel Time, Companions’ Characteristics/Personalities, Travel Packages
    • Price vs. Socio-Economic Class
      Price vs. SEC Matrix
      PAL
      SeAir
      Cebu
      Pacific
      AirAsia
      Philippines
      ?
      AirPhil
      Express
      Bus Lines/
      Ferries
      ZestAir
    • Benefit positioning vs. brand map for Domestic Airlines
      Benefit Positioning vs. Brand Matrix
      *C/S: Code-share
    • Cebu Pacific is still the domestic market leader
      Cebu Pacific has successfully maintained its position as the country’s largest domestic carrier
      48.2% of sales from domestic air travel market in 2010
      From January to June 2010, Cebu Pacific flew 4.1 million domestic passengers, 1.2 million passengers more than Philippine Airlines (PAL).*
      The total market size for domestic air travel was 8.4 million tourists in Q1 2010
      Source: http://www.financemanila.net/2010/10/cebu-pacific-ipo-last-call-for-boarding/
    • Domestic Travel Market Size
      Competitor data= PhP 21.6 Billion
      Company data = PhP 20.5 Billion
      Customer Usage data = PhP 42.1 Billion
    • Cebu Pacific’s websitehttp://www.cebupacificair.com
    • Competitors’ Websitewww.philippineairlines.com/
    • Competitors’ Websitehttp://www.zestair.com.ph/
    • Competitors’ Websitehttp://www.airphils.com/
    • Competitors’ Websitehttp://www.flyseair.com/
    • Print Ads – domestic airlines
    • Product Description
      Cebu Pacific
      has promo fares year round and for any occasion
      offers the most routes for travelers
      has the “fun” factor (in-flight activities)
      Pushes hard for their tag line “it’s time every Juan flies” and is manifested in all their advertising and promotional materials
    • Price Comparison
      Although some airlines are cheaper than CP in other destinations, CP is consistent in maintaining affordable airfare in all routes
    • Modes of Communication
    • Sales Promotions
    • Advertising
    • Events & Experiences
    • Advertising-Competitors
    • Sales Promotions-Competitors
    • Word of Mouth
      • Promo fare advertisements sent via email are late at times
      • Individuals could just learn about it through friends
      • Or perchance they’ve come upon an ad on the newspaper
    • Purchase Point
      Online Sales – cebupacificair.com
      Call Center Sales
      Local & International banks nationwide
      Cebu Pacific ticketing office
      Accredited Travel Agencies
      Electronic copy via email
      Print-out from ticketing office/travel agencies
    • Cebu Pacific’s main distribution channel is the internet
      • Three principal distribution channels:
      • Internet
      • Booking sales office, call centres, client accounts
      • Third-party sales outlet
      • Distributors
      • General Sales Agents
      • Wholesalers and Preferred sales agents
    • Cebu Pacific has many payment options
      Cash and Credit Card Transaction, Over the Counter, ATM, Online Banking, (Mobile) Phone Banking
    • Cebu Pacific’s Generic Winning Strategy
      Low Cost Producer
      Supply and Distribution Leverage
      Differentiation
      Niche
    • Differentiation as the key
      Common: low-cost flights, year-round promos, good number of fleets, online booking
      Difference: no-frills & fun flights, most number of fleets, aggressive public communication strategies
    • Recent Market-changing Event
      Operations will begin Q3 2011
      Joint venture between Air Asia & Filipino investors
      Promises low fares to compete with Cebu Pacific & PAL
      Travel to both domestic & international destinations with Clark as its hub
      5 brand-new A320 planes this year with target of 20 by 2015
    • Summary: Steps 1 to 5
      Cebu Pacific’s target market are budget-conscious travelers
      Gap is there are other brands who can offer lower cost fares and possibly better service
      Cebu Pacific’s direct competitors are: AirPhilExpress, Zest Air, Philippine Airlines, and AirAsia Philippines
      Who want affordable, no-frills travel experience.
      The total market size for domestic air travel was 8.4 million tourists or PhP 42 Billion in 2010. Estimated growth for 2011 is 12%.
    • Summary: Steps 6 to 10
      Cebu Pacific has the most domestic destinations available
      Cebu Pacific is low-cost compared to PAL and SEAir, but varies depending on season with ZestAir and AirPhilExpress
      Cebu Pacific fliers need low-cost airfares to satisfy social and personal needs of traveling
      Apart from having covered most domestic tourist spots, they also have an efficient online booking system
      Cebu Pacific combines low-cost airfare and number of destinations to attract customers and make purchases easy by booking online
    • 10 STEP Marketing Plan for Cebu Pacific
      Bohong Li
      June 2011