2. #1. Products and Service & Pricing
#2. Situational Analysis
#4. Marketing Strategies
#5 Customer Relationship Management
3.
4. • Low cost Canadian carrier
• Billy Bishop Airport
• Destinations: Canada, US, Mexico,
Caribbean
• Complimentary services: in flight
beverages, snacks and WiFi, glassware
5. • Low cost airlines are 25% of world’s market
• Canadians are travelling to more U.S
destinations
• Large target market of pleasure travelers in
Ontario, 5 645 000 people in 2010
(Destinations Canada
• Air Canada considerations of discontinuing
flights from Billy Bishop Airport
• Porter dominates Billy Bishop Airport
6.
7. • Canadian low cost air carrier
• Rouge, Rouge Plus, Rouge
Premium
• Complimentary meal with non
alcoholic beverage
• Loyalty program: Aeroplan and
Air Canada Altitude
• Canadian low cost air carrier
• Loyalty program: WestJet
account
• Partnered with RBC MasterCard
• WestJet cares for kids (Big
Brothers Canada, Free the
Children, Ronald Mcdonald
House)
• WestJet Hero Holiday
8. Political/culture
Forces
• Terrorism
• Adaptation to
different cultures
Technological Forces
• Advanced technology >
higher use
• Accessible WiFi
• Smartphones, Social
Media
Economic Forces
• Competitive prices
• High fuel prices,
fluctuating oil
prices
Natural Forces
• NO JETS TO
• The Toronto Board of
Health
• Environmentalists
9. “Flying Refined”
• Canadian feel of high quality hospitality of in-flight
services
• Luxurious airport lounges
• Revolutionized short-haul flying
• Accommodate to high volume of business travelers
10. • Increase market share
• Increase social responsibility using green initiatives
• Establish corporate ties
• Offer vacation packages to target leisure segment
11. Corporations/
Business travel
• 7000 people flew within Canada
for businesses within the year 2011
Leisure Travelers
• Package deals for
vacation hotspots
• Partner up with hotel
chains
Environmentalists
• Promote new green
policies
• In-flight water saving,
recycling
• Electronic flight tickets
12. • Waiting Lounges, free newspapers, snacks and
Wifi
• Brand airline as “Canadian Owned”
• Authentic Canadian hospitality experience
• Contemporary retro look
• “Personalized Service”
13. Product:
• fast, low cost flights
• Geared towards business and leisure traveller
• Small aircraft=short travel time
Price
• Fares can range from $100=$1000
Place
• Located close to downtown core
• Ideal for people living in the city
Promotion
• Seasonal promotions on flight/vacation packages
• Social media & smart phone apps
14. • Social media: Twitter, Instagram, Facebook, Yelp, TripAdvisor
• Sales Promotion
• Direct Marketing: email
• Public relations
15. “Fastest growing distribution channel is mobile devices”
• Create a simple, user friendly mobile app
• Personalization of mobile app
• Questionnaire can help gather information about
consumer preferences
• Provide a slideshow of different destinations available
• Useful customer review service
• Provide access to all Porter’s package deals and
notification deals
• App will be used to fuel consumers desire to travel
16. • Billy Bishop Airport, Internet, travel agents and Mont Tremblant
• Major distribution channel: Online/Internet
• Businesses helping other businesses (Mont Tremblant and Porter
Airlines)
17. “Green Initiatives”
• Recycling Program
• Electronic ticketing
• Improve and advertise initiatives (news section on
ViPorter App)
• Incorporate sustainability into flight speeches,
advertisements
• Continue using glassware instead of paper cups
• Reduce plane idle time
18. Pre-booking
• Notify
passengers of
deals/promotions
and similar travel
destinations
In board After flight
• Show flight
delays, weather
• Flight attendants
can interact with
passengers on a
first name basis
• Rate system
incorporated in
the app
• Easily
accessible
surveys,
complaint and
concerns
message box
“TOUCH POINTS”
