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10 step marketing plan cebu pacific group v54
1. 10 STEP Marketing Plan for Cebu Pacific Air, Inc. Avellana.Gan.Quizon.Li.Turingan June 2011 http://cebupacificairv54.blogspot.com
2. Disclaimer 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. http://cebupacificairv54.blogspot.com
3. Steps 1 to 5Reaching out to every “Juan” Cebu Pacific’s PTM are the budget-conscious young travelers. Who want affordable, no-frills travel experience. Can opt for Philippine Airlines, AirPhil, ZestAir, Seair Gap is there are other brands who can offer lower cost fares and possibly better service The market size is Php 40.41 Billion. Cebu Pacific Air’s market share is Php 19.48 Billion http://cebupacificairv54.blogspot.com
4. Steps 6 to 10A fun flight at a low cost Cebu Pacific offers year-round low fares. Is priced 51% lower than PAL and 11% and 21% higher than AirPhil and Zest Air Uses sales promotion, word of mouth, advertising, public relations, and events and experiences Flights are mainly booked online Cebu Pacific adopts niche marketing, anticipates competition http://cebupacificairv54.blogspot.com
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6. Lifestyle: Working or starting to work; budget-conscious; internet savvy; keen to travel
7. Behavior: Travel during long weekend & holidays; with friends/family/colleagues; an average of 3x a yearhttp://cebupacificairv54.blogspot.com
8. PTM needs to have the travel experience I want to be recognized by my peers. I want to belong http://cebupacificairv54.blogspot.com
9. 2. PTM wants affordable, no-frills travel experience Budget-driven Young Adult Travelers need the security when traveling, a sense of belongingness and recognition from family/peers. They choose Cebu Pacific over other airlines because of price, service, safety, extensive distribution coverage, on-time flights, brand promise of a “Fun Flight” experience They demand low cost with no-frills service, safe travel, easy booking, fun travelling experience. http://cebupacificairv54.blogspot.com
13. Market share as of 2009 http://cebupacificairv54.blogspot.com 3b. Price vs Route Matrix of Key Domestic Carriers in the Top 5 Largest Domestic Routes (based on lowest fares offered)
14. 3b. Cebu Pacific dominates the domestic market! Market share as of 2009 http://cebupacificairv54.blogspot.com
16. Cebu Pacific’s key differentiators are the most routes per day, youngest fleet age and the “Fun Flight” experience http://cebupacificairv54.blogspot.com
17. 4. Cebu Pacific’s Low Fare, Great Value Strategy Cebu Pacific changed the landscape of the domestic airline industry through its LOW FARE, GREAT VALUE STRATEGY Because of competition, other airlines such as AirPhil, Zest Air and SEA Air were forced to cut fares and offer promos. Traditional Positioning was based on luxury, reliability. http://sheilanorturingan.blogspot.com
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19. is able to provide lowest fares when there are promos,
22. Guarantees a “Fun Flight” experiencehttp://cebupacificairv54.blogspot.com
23. 4. “Positioning”: brand identity from the maker “It’s time everyone flies” Or occasionally modified with humorous intent as: “It’s time ever Juan flies” Source: Cebu Pacific Air Website http://cebupacificairv54.blogspot.com
42. 5c. Customer data reveals a market size of Php 41.9 Billion References Cebu Air, Inc 1Q2011 Results of Operations sourcing Civil Aeronautics Board, Company Filings Competition in the Domestic Air Transport Industry: Can it be sustained without competition policy?, Myrna S. Austria, August 2001, Table 4. Average fare by airline per sector, 1997-1999 (PhP), Average of Cebu Pacific Air Competition in the Domestic Air Transport Industry: Can it be sustained without competition policy?, Myrna S. Austria, August 2001, Table 4. Average fare by airline per sector, 1997-1999 (PhP), Average of PAL, Cebu Pacific Air, Air Philippines http://cebupacificairv54.blogspot.com
43. 5. Annual market size for the domestic passenger market is Php 40.41 Billion Competitor data= Php 45.54 Billion Company data = Php 40.41 Billion Customer Usage data = Php 41.9 Billion http://cebupacificairv54.blogspot.com
56. 6b. Cebu Pacific’s On-Time Performance Global Standard 77% Internal Standard 85% http://cebupacificairv54.blogspot.com
57. 7. Cebu Pacific is priced lower than PAL but is generally higher than the other LCCs http://cebupacificairv54.blogspot.com
58. 7. Cebu Pacific is 51% lower than PAL but 11% and 21% higher than AirPhil and Zest Air respectively http://cebupacificairv54.blogspot.com
59. 8a. Cebu Pacific Air uses Sales Promotion, Word of Mouth, Advertising, Public Relations, and Events and Experiences 1 2 3 4 3 5 http://cebupacificairv54.blogspot.com
60. Both screenshots are taken on 06/09/2011. These promos came out right after the Php0 fare promo. 8a. Cebu Pacific has regular seat sale promos http://cebupacificairv54.blogspot.com
61. 8a. Cebu Pacific always has at least a 1/3 spread in the newspapers for its ads http://cebupacificairv54.blogspot.com
62. 8a. Cebu Pacific came up with the Fun Flights program And a dancing cabin crew while explaining the safety procedures! Games and prizes http://cebupacificairv54.blogspot.com
64. 8a. The company uses various PR campaigns such as press releases, annual reports, and their company magazine - Smile http://cebupacificairv54.blogspot.com
65. 8a. Cebu Pacific’s Press Releases: The airline with flying colors WWF Award Changi Award: ISO 9001:2008 Certificate: Marketing Communication Effectiveness Awards 2007 http://cebupacificairv54.blogspot.com
66. 8a. Cebu Pacific’s Online Press Releases CEB breaks 1M passenger record in one month CEB flies 2.8 million passengers in Q1, posts 12% increase CEB pilot best in the country; wins Airline Pilot of the Year award CEB website most popular travel site in the Philippines http://cebupacificairv54.blogspot.com
67. 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 8a. Word of Mouth http://cebupacificairv54.blogspot.com
68. 8a. The use of social networking sites is also a form of Word of Mouth Marketing http://cebupacificairv54.blogspot.com
70. 8b. AirPhil empasizes on the “free” check-in baggage http://cebupacificairv54.blogspot.com
71. 8b. Philippine Airlines has a “lowest fare” search engine http://cebupacificairv54.blogspot.com
72. 8b. Seair has the fastest flight to Boracay—at 35mins! Number of flights to Boracay is even increased! http://cebupacificairv54.blogspot.com
73. 8b. Seair, like Cebu Pacific, also has a PR campaign through its company magazine http://cebupacificairv54.blogspot.com
74. 8b. ZestAir has a membership card that acts like a discount card http://cebupacificairv54.blogspot.com
75. 8b. Cebu Pacific’s communication stand out because.. 2 to 5 advertising methods are implemented at the same time! http://cebupacificairv54.blogspot.com
76. 8b. And no one has yet to do the… Php0 fare! http://cebupacificairv54.blogspot.com
77. 9. 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 http://cebupacificairv54.blogspot.com
78. 9. Cebu Pacific has many payment options Cash and Credit Card Transaction, Over the Counter, ATM, Online Banking, (Mobile) Phone Banking http://cebupacificairv54.blogspot.com
79. 10. Cebu Pacific’s generic winning strategy is Niche Low Cost Producer Supply and Distribution Leverage Differentiation Niche http://cebupacificairv54.blogspot.com
80. 10. Changing the game by finding a niche Niche market is price conscious young professionals who want a no-frills service and prefer a “Fun Flight” experience Differentiates brand with other LCCs End result – No. 1 domestic carrier http://cebupacificairv54.blogspot.com
81. Looking Forward: 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 http://cebupacificairv54.blogspot.com
86. Adapting to Change Air Asia is a rookie in the Philippine Market Cebu Pacific should continue offering promos that connect to the public, using their tag-lines such as “for every Juan” to capture that sense of Pinoy ownership Air Asia is a more experienced airline CP should improve on customer service and timely schedule of flights so that users will not switch to Air Asia http://cebupacificairv54.blogspot.com
87. Adapting to Change Air Asia is no-frills and no-fun Air Asia also follows the no-frills flights model. However, they also don’t have additional activities such as the Fun Flights, an advantage when capturing the Filipino market. Air Asia will be directly competing with CP and PAL for domestic & international destinations CP should increase their destinations to include up & coming tourist attractions, thereby widening their lead against old & new competitors (Batanes, Marinduque, etc) http://cebupacificairv54.blogspot.com
89. Steps 1 to 5Reaching out to every “Juan” Cebu Pacific’s PTM are the budget-conscious young travelers. Who want affordable, no-frills travel experience. Can opt for Philippine Airlines, AirPhil, ZestAir, Seair Gap is there are other brands who can offer lower cost fares and possibly better service The market size is Php 40.41 Billion. Cebu Pacific Air’s market share is Php 19.48 Billion http://cebupacificairv54.blogspot.com
90. Steps 6 to 10A fun flight at a low cost Cebu Pacific offers year-round low fares. Is priced 51% lower than PAL and 11% and 21% higher than AirPhil and Zest Air Uses sales promotion, word of mouth, advertising, public relations, and events and experiences Flights are mainly booked online Cebu Pacific adopts niche marketing, anticipates competition http://cebupacificairv54.blogspot.com
91. 10 STEP Marketing Plan for Cebu Pacific Air, Inc. Avellana.Gan.Quizon.Li.Turingan June 2011 64 http://cebupacificairv54.blogspot.com
