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Delta Airlines - New Business Pitch Brief

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Delta made Fortune's 2015 list of the 50 most admired companies and also landed the top slot on
Business Travel News' annual airline survey for the fourth consecutive year, an unprecedented
achievement for an airline. Wichita State University's 2015 Airline Quality Rating placed Delta in
the top three of all airlines

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Delta Airlines - New Business Pitch Brief

  1. 1. NEW BUSINESS PITCH BRIEF
  2. 2. Delta Airlines, the second largest airline in the world, has begun a media agency review, the company confirmed. Joanne Davis Consulting is supporting the agency search, which is currently in the request-for-proposal stage. Late last year, the carrier upped its creative game with the new spot "Take Off" from Wieden & Kennedy New York. The high concept airline ad, which was filmed entirely in one take and narrated by Donald Sutherland, tells a story about the extraordinary experience of flight, the adventure of departure and the thrill of setting off for new lands. It’s been called “poetic” and “unsettling” in nearly equal measure, ending with "There is no stop in us. Or you. Only go." Publicis Groupe's Digitas currently supports the airline giant's media account. The consultancy, Digitas and Delta either declined to comment or didn't immediately respond to a request for comment. The media agency review follows the airline's move last March to hire WPP's AKQA as its global digital agency of record in an effort to consolidate its separate mobile and dot-com accounts. Delta spent $54 million in domestic measured media in 2014, the last full year of available spending data, according to Kantar Media. OVERVIEW 01 OVERVIEW D E L T A A I R L I N E S http://www.adweek.com/news/advertising-branding/ad-day-wks-grand-new-delta-spot-very-poetic-and-bit-unsettling-167128 http://www.adweek.com/news/advertising-branding/ad-day-wks-grand-new-delta-spot-very-poetic-and-bit-unsettling-167128 http://www.adweek.com/news/advertising-branding/ad-day-wks-grand-new-delta-spot-very-poetic-and-bit-unsettling-167128 http://www.adweek.com/news/advertising-branding/ad-day-wks-grand-new-delta-spot-very-poetic-and-bit-unsettling-167128 http://www.adweek.com/news/advertising-branding/ad-day-wks-grand-new-delta-spot-very-poetic-and-bit-unsettling-167128 http://www.adweek.com/news/advertising-branding/ad-day-wks-grand-new-delta-spot-very-poetic-and-bit-unsettling-167128 http://www.adweek.com/news/advertising-branding/ad-day-wks-grand-new-delta-spot-very-poetic-and-bit-unsettling-167128 http://www.adweek.com/news/advertising-branding/ad-day-wks-grand-new-delta-spot-very-poetic-and-bit-unsettling-167128 http://www.adweek.com/news/advertising-branding/ad-day-wks-grand-new-delta-spot-very-poetic-and-bit-unsettling-167128 http://www.adweek.com/news/advertising-branding/ad-day-wks-grand-new-delta-spot-very-poetic-and-bit-unsettling-167128 http://www.adweek.com/news/advertising-branding/ad-day-wks-grand-new-delta-spot-very-poetic-and-bit-unsettling-167128
  3. 3. Delta veteran and Senior VP Tim Mapes continues to oversee all marketing, advertising and promotional activities, including community affairs. Rhonda Crawford joined Delta in 2014 as VP of e-commerce, leading the development of digital platforms, including mobile, kiosk, in-flight entertainment and emerging channels. She joined following the departure of Bob Kupbens, former VP-marketing and digital commerce, who left for a gig at Apple. The airline recently announced that President Ed Bastian will succeed Richard H. Anderson as CEO upon his retirement in May. OVERVIEW 02 OVERVIEW D E L T A A I R L I N E S
  4. 4. SUMMARY 03 SUMMARY Delta made Fortune's 2015 list of the 50 most admired companies and also landed the top slot on Business Travel News' annual airline survey for the fourth consecutive year, an unprecedented achievement for an airline. Wichita State University's 2015 Airline Quality Rating placed Delta in the top three of all airlines. “Our 2015 performance was a record for Delta on all fronts – with industry-leading operational performance, superior customer satisfaction, and a $5.9 billion adjusted pre-tax profit, a 29% increase over 2014” said Richard Anderson , Delta's chief executive officer. As reported by Bloomberg, Delta Air Lines Inc. passed United Continental Holdings Inc. to become the second-largest airline in the U.S., topping its rival for the first time since a series of mergers transformed the industry landscape. Delta now sits behind only American Airlines Group Inc. as the country’s biggest carrier by traffic, a common gauge of carrier size, according to the airlines. Some of Delta’s gain may be chalked up to challenges United had in its merger with Continental Airlines, said Adam Hackel, an associate analyst at Sterne Agee CRT. D E L T A A I R L I N E S
  5. 5. SUMMARY SUMMARY 04 The company has planned a CEO Transition in May 2016, but there shouldn’t be any major change in the strategy, as stated by the next Chief Executive Officer Ed Bastian "There are no substantive changes we're anticipating," the airline president told CNBC on Thursday, one day after Delta announced the management transition. "It has taken 10 hard years to get the product and to get the service levels and customer satisfaction to where they are. Our goal is to improve it," Bastian said. Bastian believes Delta will continue growing the business by expanding internationally. In 2015, the carrier increased its ownership stake in Aeromexico. It also announced plans to buy more shares of GOL, a Brazilian airline. In order to get ready to pitch and become fully informed about Delta Airline’s target consumer segments and competition, you will need 3 different analyses: • Competitive analysis • Audience Insights • Trends watch D E L T A A I R L I N E S
  6. 6. DEMOGRAPHICS 05 COMPETITIVE ANALYSIS DEMOGRAPHICS GENRES MALE 0% 25% 50% 75% 100% FEMALE 0% 25% 50% 75% 100% Southwest AirlinesDelta Airlines United Airlines American Airlines D E L T A A I R L I N E S
  7. 7. DEMOGRAPHICS 06 13 - 17 0% 25% 50% 75% 100% 18 - 24 0% 25% 50% 75% 100% 25 - 34 0% 25% 50% 75% 100% 35 - 44 0% 25% 50% 75% 100% 45 - 54 0% 25% 50% 75% 100% AGE SINGLE 0% 25% 50% 75% 100% MARRIED 0% 25% 50% 75% 100% IN A RELATIONSHIP 0% 25% 50% 75% 100% RELATIONSHIP STATUS 55 - 69 0% 25% 50% 75% 100% D E L T A A I R L I N E S
  8. 8. DEMOGRAPHICS 07 WHITE 0% 25% 50% 75% 100% AFRICAN AMERICAN 0% 25% 50% 75% 100% HISPANIC 0% 25% 50% 75% 100% ASIAN 0% 25% 50% 75% 100% RACE COLLEGE 0% 25% 50% 75% 100% HIGH SCHOOL 0% 25% 50% 75% 100% GRADUATE SCHOOL 0% 25% 50% 75% 100% EDUCATION D E L T A A I R L I N E S
  9. 9. DEMOGRAPHICS 08 WITHOUT CHILDREN 0% 25% 50% 75% 100% WITH CHILDREN 0% 25% 50% 75% 100% PARENTING <40K 0% 25% 50% 75% 100% 40K - 70K 0% 25% 50% 75% 100% 70K - 100K 0% 25% 50% 75% 100% 100K - 200K 0% 25% 50% 75% 100% INCOME >200K 0% 25% 50% 75% 100% D E L T A A I R L I N E S
  10. 10. PSYCHOGRAPHICS 09 ART APPRECIATORS 0 50 100 150 200 BEAUTY AND WELLNESS AWARE 0 50 100 150 200 BUSINESS PEOPLE 0 50 100 150 200 DESIGN LOVERS 0 50 100 150 200 COMPETITIVE ANALYSIS PSYCHOGRAPHICS Southwest AirlinesDelta Airlines United Airlines American Airlines D E L T A A I R L I N E S Measurement based on Cubeyou’s popularity index.
  11. 11. PSYCHOGRAPHICS 10 ENTERTAINMENT JUNKIES 0 50 100 150 200 FASHION LOVERS 0 50 100 150 200 FOODIES 0 50 100 150 200 GAMERS 0 50 100 150 200 HEALTH CONSCIOUS 0 50 100 150 200 HOME DECORATORS & DIYS 0 50 100 150 200 D E L T A A I R L I N E S
  12. 12. PSYCHOGRAPHICS 11 0 50 100 150 200 0 50 100 150 200 0 50 100 150 200 0 50 100 150 200 0 50 100 150 200 0 50 100 150 200 MOTOR LOVERS MUSIC LOVERS NETIZENS OUTDOOR ENTHUSIASTS PARTY GOERS PET LOVERS D E L T A A I R L I N E S
  13. 13. PSYCHOGRAPHICS 12 0 50 100 150 200 0 50 100 150 200 0 50 100 150 200 0 50 100 150 200 0 50 100 150 200 0 50 100 150 200 POLITICALLY ACTIVE PUBLIC FIGURE FOLLOWERS TECHIES TRAVELERS READERS SPORTS ENTHUSIASTS D E L T A A I R L I N E S
  14. 14. INTERESTS 13 Travel Finance Internet Business Health POPULARITY REACH 181.3 178.9 163.1 162.8 160.2 66,4% 27,4% 16,6% 11,4% 16,6% COMPETITIVE ANALYSIS DELTA’S AUDIENCE TOP INTERESTS Delta Airlines D E L T A A I R L I N E S
  15. 15. INTERESTS 14D E L T A A I R L I N E S CATEGORy TOP BRAND Travel Marriot Hotels 181.3 160.3 - 13.6 - 9.4 - 4.8 - 10.1 1.7 0.2 CATEGORy TOP BRAND Finance American Express 157.5 144.5 - 21.4 - 16.3 - 4.2 - 1.4 - 0.4 0.3 CATEGORy TOP BRAND POPULARITY index RELEVANCE index POPULARITY index RELEVANCE index POPULARITY index RELEVANCE index Internet At&T U-Verse 163.1 143.1 - 18.4 - 6.0 - 15.6 - 0.9 - 8.4 - 7.9 COMPETITIVE ANALYSIS DELTA VS COMPETITORS
  16. 16. INTERESTS 15D E L T A A I R L I N E S CATEGORy TOP BRAND Business FedEx 162.8 150.8 - 1.5 - 13.9 2.2 2.1 0.4 0.7 CATEGORy TOP BRAND POPULARITY index RELEVANCE index POPULARITY index RELEVANCE index Health Cleveland Clinic 160.2 150.9 - 8.5 - 19.6 - 16.2 - 26.5 - 4.1 - 8.5 COMPETITIVE ANALYSIS DELTA VS COMPETITORS
  17. 17. AUDIENCE INSIGHTS 16 AUDIENCE INSIGHTS NEED MORE INFORMATIONS ABOUT YOUR TARGET AUDIENCE? CLICK HERE > http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch D E L T A A I R L I N E S
  18. 18. TRENDS 17 TRENDS INTERESTED IN WHAT’S TRENDING ON YOUR TARGET AUDIENCE? CLICK HERE > http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch D E L T A A I R L I N E S
  19. 19. If you need more insights on this target and its competitors click HERE or drop us a line normandin@cubeyou.com We are here to help! http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch

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