Anna Medina July 2011 10 STEP  Marketing Plan for Cebu Pacific Air  http://annalimedina.blogspot.com
Disclaimer <ul><li>This 10 Step Marketing plan is part of the mandatory requirements of Prof. Remigio Joseph de Ungria’s A...
Step 1 – 5 Every BODY!   Every WHERE!! <ul><li>1. Cebu Pac’s Target: Budget conscious world travelers </li></ul><ul><li>2....
Step 6-10 Every BODY!   Every WHERE!! <ul><li>6. Provides a wide array of destinations </li></ul><ul><li>Local: 34 destina...
1.  TARGET MARKET <ul><li>Demographics </li></ul><ul><li>Age: 21-35 Male & Females </li></ul><ul><li>Employed </li></ul><u...
1.  TARGET MARKET <ul><li>Psychographics </li></ul><ul><li>Lifestyle: Leisure  travelers (those that travel on long weeken...
1. TARGET MARKET <ul><li>Behavioural: </li></ul><ul><li>“ Jet Setters” who are budget conscious, internet savvy, and who f...
2. PTM’s HIERARCHY OF NEEDS http://annalimedina.blogspot.com Satisfies the innate desire to discover and explore Satisfies...
2.PTM’s Needs/Wants and  Desires <ul><li>NEEDS:  Satisfies the need to be able to afford travel  and treat themselves and/...
3. POSITIONING  <ul><li>The only airline that: </li></ul><ul><li>Places a premium on check-in luggage- meaning you are cha...
4. COMPETITORS <ul><li>COMPETRITORS:  Air Philippines, Zest Air, Philippine Airlines, Sea Air </li></ul><ul><li>INDIRECT C...
4. COMPETITORS: PRICE VS. DESTINATION http://annalimedina.blogspot.com PAL PAL Cebu Pac Cebu Pac Zes t SeaAir AirPhil Pric...
5. MARKET SHARE <ul><li>Cebu Pac has successfully maintained its positioning as the country’s largest local/ domestic carr...
DETAILED COMPARATIVE POSITIONING http://annalimedina.blogspot.com Benefits Cebu Pac PAL AirPhil Zest Air Sea Air Promo Far...
6.DESTINATIONS EVERY  BODY , EVERY  WHERE!  <ul><li>Cebu Pac travels out to 16 destinations:  </li></ul><ul><li>China, Hon...
6.DESTINATIONS EVERY  BODY , EVERY  WHERE!  http://annalimedina.blogspot.com International Flights  Latest Lite Fare Promo...
6.DESTINATIONS EVERY  BODY , EVERY  WHERE!  http://annalimedina.blogspot.com DOMESTIC FLIGHTS LUZON VISAYAS MINDANAO Busua...
6.DESTINATIONS EVERY  BODY , EVERY  WHERE!  http://annalimedina.blogspot.com DOMESTIC FLIGHTS LUZON VISAYAS MINDANAO Busua...
7.SALES PROMOTIONS  Domestic http://annalimedina.blogspot.com
8. ITS TIME EVERY  JUAN FLIES http://annalimedina.blogspot.com
http://annalimedina.blogspot.com
http://annalimedina.blogspot.com
http://annalimedina.blogspot.com
http://annalimedina.blogspot.com
9.  EVERY  BODY EVERY  WHERE -- NO FRILLS! http://annalimedina.blogspot.com No Frills, No Assumptions: Extra services such...
10. PRINT ADS  http://annalimedina.blogspot.com
10. SOCIAL NETWORKS http://annalimedina.blogspot.com
SUMMARY http://annalimedina.blogspot.com
Step 1 – 5 Every BODY!   Every WHERE!! <ul><li>1. Cebu Pac’s Target: Budget conscious world travelers </li></ul><ul><li>2....
Step 6-10 Every BODY!   Every WHERE!! <ul><li>6. Provides a wide array of destinations </li></ul><ul><li>Local: 34 destina...
Anna Medina July 2011 10 STEP  Marketing Plan for Cebu Pacific Air  http://annalimedina.blogspot.com
Upcoming SlideShare
Loading in …5
×

Cebupac individual10step

1,699 views

Published on

Published in: Travel, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,699
On SlideShare
0
From Embeds
0
Number of Embeds
39
Actions
Shares
0
Downloads
13
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Cebupac individual10step

  1. 1. Anna Medina July 2011 10 STEP Marketing Plan for Cebu Pacific Air http://annalimedina.blogspot.com
  2. 2. Disclaimer <ul><li>This 10 Step Marketing plan is part of the mandatory requirements of Prof. Remigio Joseph de Ungria’s AGSB Marketing Management class. </li></ul><ul><li>The date included in this repot are based on publicly </li></ul><ul><li>Available data such as those on internet websites, news, package declarations, public reports. </li></ul><ul><li>When appropriate, data are “masked” so as not to create unexpected conflicts. </li></ul><ul><li>The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes. </li></ul>http://annalimedina.blogspot.com
  3. 3. Step 1 – 5 Every BODY! Every WHERE!! <ul><li>1. Cebu Pac’s Target: Budget conscious world travelers </li></ul><ul><li>2. For those who want to ride low cost carriers but without necessarily sacrificing quality of experience while satisfying their heirarchy of needs </li></ul><ul><li>3. Unique Selling Point (USP) – Capitalized on Aspirational Marketing: For those who want to live and experience the “jet setting” lifestyle </li></ul><ul><li>4. Competitors: Tiger Airlines, Air Asia, AirPhilippines, Zest Air, Philippine Airlines </li></ul><ul><li>5. Enjoy’s 50% share of market in both domestinc passenger and cargo markets. </li></ul><ul><li>* (In 2010 it was estimated that out of 3.89M travelers Cebu Pac carried 1.97M. With a projected growth of 12% is expected for 2011) </li></ul>http://annalimedina.blogspot.com
  4. 4. Step 6-10 Every BODY! Every WHERE!! <ul><li>6. Provides a wide array of destinations </li></ul><ul><li>Local: 34 destinations </li></ul><ul><li>International: 16 destinations </li></ul><ul><li>7. Seat Sale: Promo’s are frequent and competitively priced </li></ul><ul><li>8. Book anytime, anywhere: Ease of online booking with a user friendly web interface and the convenience to pay on credit. </li></ul><ul><li>9. No Frills: Check-in luggage and food & drinks are paid upon usage only. No usage or utilization no payments needed </li></ul><ul><li>10. Marketed via print media, radio, email blast, viral marketing, and social networking of FaceBook and Twitter </li></ul>http://annalimedina.blogspot.com
  5. 5. 1. TARGET MARKET <ul><li>Demographics </li></ul><ul><li>Age: 21-35 Male & Females </li></ul><ul><li>Employed </li></ul><ul><li>Average Monthly Income: 20,000-40,000 </li></ul><ul><li>Young Urban Professionals (Entry Level- Middle Managers) </li></ul><ul><li>Budget conscious </li></ul><ul><li>Social Class: Of Broad C and B Class </li></ul><ul><li>Individuals that are either Single or Married </li></ul><ul><li>If Married( kids are from 8 years old and below) </li></ul>http://annalimedina.blogspot.com
  6. 6. 1. TARGET MARKET <ul><li>Psychographics </li></ul><ul><li>Lifestyle: Leisure travelers (those that travel on long weekends, often travel with friends or loved ones) </li></ul><ul><li>Willing to sacrifice comfort for savings </li></ul><ul><li>Fun & Fearless: Enjoy’s fun flights as Cebu Pac is known to have in-flight games that are interactive and entertaining </li></ul><ul><li>Frequent online shoppers </li></ul><ul><li>Tech savvy </li></ul><ul><li>Pop Culture Savvy ( knows the latest movies and enjoys the latest music) </li></ul><ul><li>* Cebu Pac is known to have the coolest pre & post in-flight music played upon boarding and deplaning of aircraft. </li></ul>http://annalimedina.blogspot.com
  7. 7. 1. TARGET MARKET <ul><li>Behavioural: </li></ul><ul><li>“ Jet Setters” who are budget conscious, internet savvy, and who frequently shop online. </li></ul><ul><li>These individuals enjoy leisure destinations with friends and family </li></ul><ul><li>And often travel out of the country during long holidays or when on leave from work. </li></ul><ul><li>These are individuals that are adventurous, fun and fearless. Willing to experiment and is “game” or “cowboy” for any experience thrown their way. </li></ul><ul><li>These are travellers that travel light and enjoy the “no frills” of travel </li></ul>http://annalimedina.blogspot.com
  8. 8. 2. PTM’s HIERARCHY OF NEEDS http://annalimedina.blogspot.com Satisfies the innate desire to discover and explore Satisfies the need to create / forge stronger bonds with loved ones
  9. 9. 2.PTM’s Needs/Wants and Desires <ul><li>NEEDS: Satisfies the need to be able to afford travel and treat themselves and/or loved ones to a “dream” destination whenever the opportunity strikes. </li></ul><ul><li>WANTS: A reputable carrier that has no frills and that could provide them with the opportunity to travel, explore, and discover new cultures and destinations </li></ul><ul><li>DEMANDS: The best value for their money without sacrificing safety and security while providing good service </li></ul>http://annalimedina.blogspot.com
  10. 10. 3. POSITIONING <ul><li>The only airline that: </li></ul><ul><li>Places a premium on check-in luggage- meaning you are charged additional if you check in your bag </li></ul><ul><li>Has consistently been able to come up with cheap promo fares </li></ul><ul><li>Caters to every “Juan” – meaning its target is ever Pinoy </li></ul><ul><li>Gap Analysis: </li></ul><ul><li>Cebu Pac has been known to have poor customer service </li></ul><ul><li>Flights have been known to be delayed </li></ul>http://annalimedina.blogspot.com
  11. 11. 4. COMPETITORS <ul><li>COMPETRITORS: Air Philippines, Zest Air, Philippine Airlines, Sea Air </li></ul><ul><li>INDIRECT COMPETITORS: Bus liners, Ferries </li></ul><ul><li>VARIABLES: Price, Comfort, Accessibility, Travel Time, Priorities, Airline Memberships/ Frequent Flier Miles </li></ul>http://annalimedina.blogspot.com
  12. 12. 4. COMPETITORS: PRICE VS. DESTINATION http://annalimedina.blogspot.com PAL PAL Cebu Pac Cebu Pac Zes t SeaAir AirPhil Price vs. Destination Domestic International High     Medium     CECcc Low    
  13. 13. 5. MARKET SHARE <ul><li>Cebu Pac has successfully maintained its positioning as the country’s largest local/ domestic carrier </li></ul><ul><li>Out of the 3.89M travelers, Cebu Pac carries 1.97M </li></ul><ul><li>Flies more that 1M passengers compared to our flagship carrier- PAL </li></ul><ul><li>Market Share Breakdown </li></ul><ul><li>PAL 34.5% </li></ul><ul><li>Air Phil: 7.9% </li></ul><ul><li>Zest Air: 7.3% </li></ul><ul><li>Sea Air: 1.6% </li></ul><ul><li>www.cebupacificair.com/aboutus , www.philippineairlines.com , www.airphil.com , www.zestair.com.ph , www.seaair.com </li></ul>http://annalimedina.blogspot.com
  14. 14. DETAILED COMPARATIVE POSITIONING http://annalimedina.blogspot.com Benefits Cebu Pac PAL AirPhil Zest Air Sea Air Promo Fare           Offers wide array of destination           Seat Selection           Travel Insurance           Check-In Baggage(additional)           Travel Packages           Mileage Program           Comfort           Food on Board           Games          
  15. 15. 6.DESTINATIONS EVERY BODY , EVERY WHERE! <ul><li>Cebu Pac travels out to 16 destinations: </li></ul><ul><li>China, Hong Kong, Japan, Macau, South Korea, Taiwan, </li></ul><ul><li>Brunei, Indonesia, Malaysia, </li></ul><ul><li>Singapore, Thailand, Vietnam </li></ul>http://annalimedina.blogspot.com
  16. 16. 6.DESTINATIONS EVERY BODY , EVERY WHERE! http://annalimedina.blogspot.com International Flights Latest Lite Fare Promo as of July 2011 Manila to Brunei or Ho Chi Minh Clark to Bangkok P 999 Manila to Bangkok P 1,988 Sale Period:  Jul. 4, 2011 or until seats last     Travel Period: Aug. 1 – Sep. 30, 2011
  17. 17. 6.DESTINATIONS EVERY BODY , EVERY WHERE! http://annalimedina.blogspot.com DOMESTIC FLIGHTS LUZON VISAYAS MINDANAO Busuanga Cauayan Clark Laoag Legazpi Manila Naga Puerto Princesa San Jose, Mindoro Tuguegarao Virac Bacolod Calbayog Catarman Caticlan/Boracay Cebu Dumaguete Iloilo Kalibo Roxas City Tacloban Tagbilaran Butuan Cagayan de Oro Cotabato City Davao City Dipolog City General Santos Ozamiz Pagadian Siargao Surigao Zamboanga City
  18. 18. 6.DESTINATIONS EVERY BODY , EVERY WHERE! http://annalimedina.blogspot.com DOMESTIC FLIGHTS LUZON VISAYAS MINDANAO Busuanga Cauayan Clark Laoag Legazpi Manila Naga Puerto Princesa San Jose, Mindoro Tuguegarao Virac Bacolod Calbayog Catarman Caticlan/Boracay Cebu Dumaguete Iloilo Kalibo Roxas City Tacloban Tagbilaran Butuan Cagayan de Oro Cotabato City Davao City Dipolog City General Santos Ozamiz Pagadian Siargao Surigao Zamboanga City
  19. 19. 7.SALES PROMOTIONS Domestic http://annalimedina.blogspot.com
  20. 20. 8. ITS TIME EVERY JUAN FLIES http://annalimedina.blogspot.com
  21. 21. http://annalimedina.blogspot.com
  22. 22. http://annalimedina.blogspot.com
  23. 23. http://annalimedina.blogspot.com
  24. 24. http://annalimedina.blogspot.com
  25. 25. 9. EVERY BODY EVERY WHERE -- NO FRILLS! http://annalimedina.blogspot.com No Frills, No Assumptions: Extra services such check-in luggages, meals etc are all purchased on a per need/ want basis by the traveller
  26. 26. 10. PRINT ADS http://annalimedina.blogspot.com
  27. 27. 10. SOCIAL NETWORKS http://annalimedina.blogspot.com
  28. 28. SUMMARY http://annalimedina.blogspot.com
  29. 29. Step 1 – 5 Every BODY! Every WHERE!! <ul><li>1. Cebu Pac’s Target: Budget conscious world travelers </li></ul><ul><li>2. For those who want to ride low cost carriers but without necessarily sacrificing quality of experience while satisfying their heirarchy of needs </li></ul><ul><li>3. Unique Selling Point (USP) – Capitalized on Aspirational Marketing: For those who want to live and experience the “jet setting” lifestyle </li></ul><ul><li>4. Competitors: Tiger Airlines, Air Asia, AirPhilippines, Zest Air, Philippine Airlines </li></ul><ul><li>5. Enjoy’s 50% share of market in both domestinc passenger and cargo markets. </li></ul><ul><li>* (In 2010 it was estimated that out of 3.89M travelers Cebu Pac carried 1.97M. With a projected growth of 12% is expected for 2011) </li></ul>http://annalimedina.blogspot.com
  30. 30. Step 6-10 Every BODY! Every WHERE!! <ul><li>6. Provides a wide array of destinations </li></ul><ul><li>Local: 34 destinations </li></ul><ul><li>International: 16 destinations </li></ul><ul><li>7. Seat Sale: Promo’s are frequent and competitively priced </li></ul><ul><li>8. Book anytime, anywhere: Ease of online booking with a user friendly web interface and the convenience to pay on credit. </li></ul><ul><li>9. No Frills: Check-in luggage and food & drinks are paid upon usage only. No usage or utilization no payments needed </li></ul><ul><li>10. Marketed via print media, radio, email blast, viral marketing, and social networking of FaceBook and Twitter </li></ul>http://annalimedina.blogspot.com
  31. 31. Anna Medina July 2011 10 STEP Marketing Plan for Cebu Pacific Air http://annalimedina.blogspot.com

×