Low Budget Airline Industry UAE-New Media


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Launch of EVO AIR a low budgeted airline in Dubai, UAE through New Media

New Media
Nishita (237) Nupur (236)
MBA-Public Relations

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Low Budget Airline Industry UAE-New Media

  2. 2. PRODUCT DETAILS <ul><li>PRODUCT: Airline </li></ul><ul><li>BRAND: EVO AIR-Evolution of Airlines </li></ul><ul><li>LOCATION: Dubai, UAE </li></ul><ul><li>PRODUCT USP: </li></ul><ul><ul><li>Affordable/Economical-Budget Airline </li></ul></ul><ul><ul><li>Luxurious </li></ul></ul><ul><ul><li>Excellent customer service programmes </li></ul></ul><ul><ul><li>Innovative in-flight entertainment systems </li></ul></ul><ul><ul><li>Best and new fleet of aircrafts </li></ul></ul><ul><ul><li>Strong cash positions </li></ul></ul>
  3. 3. Airline Sector in UAE <ul><li>Dubai is fast becoming a major hub of aerospace both in the Middle East region as well as on a global level. </li></ul><ul><li>Dubai is well on its way to consolidating its global standing as a hub for aviation and aerospace related activities. A well-prepared and readily available professional workforce is key to Dubai’s continued development as an aviation and aerospace industry centre. </li></ul><ul><li>Industry turnover, USD 4.9 million in 2005. </li></ul><ul><li>“ Dubai’s Open Skies policy encourages the growth of air transport, which has and continues to contribute to the development of this city,” </li></ul><ul><li>Dubai’s Department of Civil Aviation is expecting around 12 million passengers to travel through Dubai International Airport in the year 2000, 19.3 million in the year 2005 and 31.4 million in the year 2010. A futuristic concourse presently under construction is due to open early in the year 2000 to cater for the increased passenger numbers. </li></ul>
  4. 4. Direct Competition in the Budget Airlines Segment <ul><li>Air Arabia : </li></ul><ul><li>Air Arabia, the largest LCC in the Middle East, is based in Sharjah in the United Arab Emirates. Their fares are often very good value, starting at 119 UAE dirhams (US$32) on some routes. They offer a connecting flight service. </li></ul><ul><li>Fly DUBAI: </li></ul><ul><li>Flydubai is the low cost airline operating flights between Dubai and cities in the Middle East, GCC, India and beyond. Flydubai is about connecting people. Flydubai offers daily return flights between Dubai and Beirut and between Dubai and Amman. </li></ul>
  5. 5. Building the Brand <ul><li>Brand Positioning : </li></ul><ul><li>The brand would be positioned as a ‘ Revolutionary in the sector in terms of cost of flying ’. </li></ul><ul><li>Target Audience : </li></ul><ul><li>- Low and Middle income group </li></ul><ul><li>- Students flying in and out of UAE </li></ul><ul><li>Brand Identity: </li></ul><ul><li>Brand Logo and Color: </li></ul><ul><ul><li>Three wing shapes-Butterfly Effect </li></ul></ul><ul><ul><li>A new beginning… </li></ul></ul><ul><ul><li>Logo reflects evolution-Red and Black </li></ul></ul><ul><ul><ul><li>Red-Love and Leadership </li></ul></ul></ul><ul><ul><ul><li>Black-Conformity </li></ul></ul></ul><ul><ul><li>Breakthrough the old customs and traditions </li></ul></ul><ul><ul><li>Confident and Capable </li></ul></ul>
  6. 6. Building the Brand <ul><li>There is more complexity in the airline industry now than ever before. The boundaries between the traditional airline categories and the actual brands are becoming blurred. </li></ul><ul><li>We have the low-cost carrier, Air Arabia, the Sharjah-based United Arab Emirates national budget airline. Because the airline business and in particular low-cost carriers is operationally driven, these brands are challenged to build an emotional connection with consumers. </li></ul><ul><li>To do this, low-cost carriers need to “dimensionalize” the price proposition to transcend the functional benefit to the consumer. These players need to create a deeper, more enduring relationship with a customer in a way that transcends a cheap ticket. </li></ul><ul><li>This is especially important in markets where the low-cost carrier business model is a new innovation. Use of the term ‘low-cost’ tends to imply cost cutting that results in a ‘cheap’ product or service delivery. </li></ul><ul><li>Low fares delivered through the low cost business model allied with a strong product and brand creates a very attractive customer proposition as demonstrated by the success of many low-cost carriers worldwide. </li></ul>
  7. 7. Communicating the message <ul><li>Evo Air will be consistent in its communication vehicles as in its brand strategy. The primary message &quot;Evo Air – The evolution of airlines&quot; will consistently convey in exclusive print media and also in selected TV-commercials of very high production value to underline the quality aspirations of brand. All communication messages are featured through the iconic ‘revolutionaries’ in different themes and settings. </li></ul>
  8. 8. PROMOTIONAL CAMPAIGN PLAN <ul><li>COMMUNICATION PROCEDURE-Launch of EVO AIR </li></ul><ul><li>Objective : </li></ul><ul><li>To introduce EVO AIR as new kid on the block. </li></ul><ul><li>To promote a brand which is here to cause a revolution in the industry and showcase its competitive edge. </li></ul><ul><li>Aid marketing and sales strategies by generating necessary hype and boosting its sales. </li></ul><ul><li>To attract target customers and investors. </li></ul>
  9. 9. STAGE # 1: PRE-LAUNCH <ul><li>PUBLIC RELATION ACTIVITIES </li></ul><ul><li>Issue of press releases stating conception of the brand to be launched in a span of one month. </li></ul><ul><li>These releases will be sent out on a regular bases to mainstream magazines and newspapers and journals- </li></ul><ul><li>Also will be published interviews by top officials of EVO AIR to build credibility and provide company’s insight to the potential investors </li></ul><ul><li>A mini press conference will be organized to catch media attention and to announce the launch of EVO AIR in coming few weeks. This will get the necessary hype in the media and so the public is already aware of EVO AIR before it launches officially. </li></ul>
  10. 10. <ul><li>ADVERTISING </li></ul><ul><li>Series of teaser ads will be launched two weeks before the launch ceremony of the airline. </li></ul><ul><li>These teasers will be all over the city- </li></ul><ul><ul><li>Newspapers </li></ul></ul><ul><ul><li>Magazine </li></ul></ul><ul><ul><li>Out of home advertising </li></ul></ul><ul><ul><li>Radio </li></ul></ul><ul><li>The teaser would be developed on the theme of evolution of airlines on which the brand is build on. </li></ul><ul><li>As well T.V. as a medium will be used during the launch of the brand </li></ul>
  11. 11. <ul><li>New Media </li></ul><ul><li>Posting Video Teasers of Evo-Air amateur ads on platforms such as You-tube to create a buzz and generate curiosity amongst viewers. </li></ul><ul><li>Creating a professional soundtrack with a popular artiste and circulating it through an affiliations with i-tunes. </li></ul><ul><li>Creating communities on Social Networking websites for generating a hype. </li></ul>
  12. 12. STAGE #2: EVO AIR LAUNCH <ul><li>The launch of EVO AIR will commence with an official press conference wherein the top official will launch the Airlines in front of the media. </li></ul><ul><li>ADVERTISING: </li></ul><ul><li>Final launch ads will be published in the newspapers, magazines and industry journals. </li></ul><ul><li>Along with T.V. commercial to be aired on various channels acquiring prime slots for a week during the launch of the product and eventually subside. </li></ul><ul><li>Radio will be effectively used as a means of promoting the brand, as people in U.A.E. especially Dubai listen a lot to radio. Hence a series of ads through popular shows, in show advertising/promotion, etc </li></ul>
  13. 13. <ul><li>PUBLIC RELATION: </li></ul><ul><li>A news release will be issued following the press conference and the gala evening post the launch. </li></ul><ul><li>Interviews and press releases will be published on and off to keep the public updated in terms of the performance of the airlines. </li></ul>
  14. 14. <ul><li>New Media </li></ul><ul><li>Launch of Official website for Evo-Air with relevant links and content for users and convenient way of booking tickets. </li></ul><ul><li>SEO’s would involve one way or two way link building and key word optimization. </li></ul><ul><li>SEM which would include advertising in search engines and networking websites. </li></ul><ul><li>Affiliated Marketing along with online Travel Portals, Blogs, Tourist Forums and Online Travel Guides. </li></ul><ul><li>Online Advertising would include Text link ads, Banner ads, Site sponsorships and the likes. </li></ul><ul><li>Launching an Online Game called Evo-Fly (on the lines of Farmville). </li></ul>
  15. 15. STAGE # 3: POST LAUNCH <ul><li>EVALUATION </li></ul><ul><li>Media tracking will help to quantify coverage and reach ratio which will help us to enable the success of the campaign. </li></ul><ul><li>Also keeping a track on the competition post campaign will help to modulate the strategies accordingly. </li></ul><ul><li>Keeping an eye on industry news and analyze its market position in terms of brand recall by conducting BRAND AUDITS. </li></ul><ul><li>Conducting a brand audits/market research will give the management a figurative idea of success of the campaign. </li></ul><ul><li>If there are any faults in the system can be rectified immediately. </li></ul>
  16. 16. <ul><li>Sponsorship </li></ul><ul><li>EVO AIR’S branding will employ all the major traditional and new marketing tools, but the medium that will help to connect with its customers and enhance its brand awareness the fastest is major sporting event sponsorships. </li></ul><ul><li>When it will launch a new route EVO AIR will just not go there with an advertising blitz to promote our products and services. </li></ul><ul><li>Instead put together a comprehensive campaign that builds our credentials as a corporate citizen and truly promotes local social, cultural and community events. </li></ul><ul><li>Hand in hand with the advertising and PR campaigns, EVO AIR will also sponsor events, teams or activities which attract worldwide television coverage. </li></ul><ul><li>By selecting the correct sponsorships, EVO AIR will be able to take quantum leaps in the promotion of our brand awareness in new markets. </li></ul>
  17. 17. Corporate Social Responsibility <ul><li>Given the aspirations of the EVO AIR brand in being market leader, innovative, and a customer-oriented provider of high quality services, the key to its success will be airlines ability to apply the brand in all aspects of its customer interactions. </li></ul><ul><li>From the service provided at the point of ticket purchase to staff at the check-in counter; from facilities offered in our airport lounges to in-flight entertainment and service. At all customer touch points, EVO AIR will pay close attention to the product and service to ensure that it delivers on the brand promise of innovation and quality. </li></ul><ul><li>Since the vision of the company is based on strong relation with its public, EVO AIR will project itself as socially responsible organization. </li></ul><ul><li>Use of low tech-GREEN FLIGHTS: This maximises fuel saving (use of biofuel) and reduce GHG emissions. Prior to taking off, the airline will be washed to reduce air friction, removed unnecessary weight from inside the plane, used auxiliary power from the airport terminal instead of power generated by the jet engines, and employed a tug vehicle to take the plane from the gate to the runway. </li></ul>
  18. 18. New Media <ul><li>E-Mail Marketing: </li></ul><ul><li>Customers signed up to receive e-mail from company. </li></ul><ul><li>Use email to announce a sale, offer a discount, send a newsletter or invitation, direct customers to the website, and conduct a survey. </li></ul><ul><li>Email generates immediate action: sales, downloads, inquiries, and registrations. </li></ul><ul><li>The goal is to keep in touch with your customers, build relationships, loyalty and trust. </li></ul>
  19. 19. THANK YOU