Tania cruz pan am - brand positioning

1. Team Tonic AKI AKINOLA, TANIA CRUZ , ALEX VAZQUEZ, CHRISTINE YUN DMBA. BRAND STRATEGY R5. 12.13.13 New Market Opportunity & Recommendations TEAM TONIC

2. Table of Contents Once and Future Brand Target Market Operational Recommendations Touchpoints Customer Experience Business Viability

3. Once and Future Brand Pan Am History Brand Equity Hypothesis

4. Pan Am History

5. Brand Equity

6. If Pan Am creates modern luxury airport lounges, then millennial travelers will have a venue where they can enjoy high quality goods and services experiencing emotional connectedness and the nostalgia of the glory days of flying. Hypothesis

7. Target Market Research Our Target Market Personas

8. Why the Millennial Travel Market ? 1.8 MILLENNIAL Travelers 20% Worldwide travel market & growing 196M trips $25-75 spent at airports In 2012 $217B spent in traveling

9. Demographic: •  Ages: 21-36 •  Income level: 75K+ or a trust fund baby •  Education level: Bachelors+ Psychographic: •  Personality: friendly, energetic, liberal •  Attitudes: enjoys beautiful designs, cleanliness, fine food options, specialty drinks, freshness •  Interests: travel, culture, reading, social media, clubs, festivals •  Values: authenticity and word-of-mouth •  Behavior: utilizes social media Brand Tribes: Who is the Affluent Millennial Traveler?

10. LYDIA Age: 34 Public Relations Manager STELLA Age: 29 Art Director ADAM Age: 27 Freelance Photographer

11. Operational Recommendations Fine Dining Work Spaces Showers and Saunas Retail Products Concept Board

12. Fine Dining Specialty Drinks ●  Cocktails ●  Artisanal beverages Dining ●  Fresh Tapas ●  Small plates Elixirs ●  Made fresh at the bar ●  Pressed and packaged

13. Independent Work Spaces ●  Semi-private ●  Full service printers ●  Modern seating and desks ●  Wi-fi access Conference Spaces ●  Private ●  4-6 people capacity ●  Webcams and screens available for online meetings ●  Conference line and phone Work Spaces

14. ●  Sauna and shower attached ●  Steam generator ●  Heated towels and robes ●  Multi-directional water stream ●  Complimentary toiletries ●  Pre-programmed music console Showers and Saunas Apollo Steam Shower

15. Other Products Include: ●  Notebooks ●  Tech cases & accessories ●  Neck pillows & blankets ●  Coffee mugs ●  Water bottles ●  Location branded clothing Pan Am Products

16. Concept Board

17. Touchpoints Memberships Website Mobile App

18. Level 3 $500 a year ●  includes first class service ●  6 complimentary showers or massages per year ●  priority access and reserve meeting room options Level 2 $250 a year ●  available after visiting Pan Am lounge 5x/year ●  3 complimentary showers or massages per year ●  access to meeting rooms (if not reserved) Level 1 Free/pay-per-go ●  can pay for Pan Am services and amenities ●  wi-fi code provided by hostess All cards include complimentary drink on birthday month and access to wi-fi Pan Am Membership Tiers

19. Pan Am Website

20. Pan Am Mobile App

21. Customer Experience Customer Journey Brand Pyramid Meanings

22. On car ride to airport Walk to Airport from drop-off Check-in Luggage/ Wait in check- in line Wait in security line Exit security & check flight update on TV screen Find food options Order Burger King Walk to terminal Wait for food & eat at food court Board plane! Current Traveling Experience Walk towards gate TIME Pam Am Traveling Experience Checks Pan Am app for flight updates Walk to Airport from drop-off Arrive early at kiosk and check-in luggage Wait in security line Exit security & heads to Pan Am Lounge Greeted by Pan Am Employee & receives pre- ordered food Shop & Purchase Beats for Pan Am headphones Mingle at the bar with cocktails & tapas Board plane! On car ride to airport Pre-order food/drinks through Pan Am app Receives push notification to head to terminal INTENSITY Millennial Traveling Experience

23. I believe in being surrounded by beauty and class every step of the way and willing to pay a premium for it I am a millennial traveler with high-end preferences and a reputable image I feel important, ambitious, independent and stylish I get a comfortable, luxurious, and relaxed space to spend time in before and after a flight FUNCTIONAL EMOTIONAL ASPIRATIONAL MEANINGFUL Brand Value Pyramid I am amongst a driven, adventurous, and tasteful class of people COMMUNITY

24. Meanings Beauty Community Validation

25. Business Viability Positioning Matrix Business Model Canvas Brand Strategy Purpose Statement Positioning Statement

26. Positioning Matrix PRICE QUALITY

27. Brand Strategy Brand Identity Brand Architecture Brand Messaging

28. Brand Identity

29. Brand Architecture FOR PAN AM! FOR PAN AM! FOR PAN AM!

30. Cross Promotional Marketing

31. Purpose Statement Pan Am Lounge reignites the civility of flying by utilizing meaningful touch points to curate a luxurious traveling experience.

32. Brand Messaging Pan Am Lounge redefines tasteful modern luxury

33. Positioning Statement Through Pan Am’s modern luxury lounges millennial travelers will experience exemplary services, fine dining and high quality amenities reigniting the emotional connectivity of the civility of flying

34. Thank You Aki Akinola, Tania Cruz , Alex Vazquez, Christine Yun