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Team Tonic
AKI AKINOLA, TANIA CRUZ , ALEX VAZQUEZ, CHRISTINE YUN
DMBA. BRAND STRATEGY
R5. 12.13.13
New Market Opportunity ...
Table of Contents
Once and Future Brand
Target Market
Operational Recommendations
Touchpoints
Customer Experience
Business...
Once and Future Brand
Pan Am History
Brand Equity
Hypothesis
Pan Am History
Brand Equity
If Pan Am creates modern luxury airport lounges, then
millennial travelers will have a venue where they can enjoy
high qua...
Target Market
Research
Our Target Market
Personas
Why the Millennial Travel Market ?
1.8
MILLENNIAL
Travelers
20%
Worldwide
travel
market &
growing
196M
trips
$25-75
spent ...
Demographic:
•  Ages: 21-36 

•  Income level: 75K+ or a trust fund baby
•  Education level: Bachelors+
Psychographic:
•  ...
LYDIA
Age: 34
Public Relations Manager
STELLA
Age: 29
Art Director
ADAM
Age: 27
Freelance Photographer
Operational Recommendations
Fine Dining
Work Spaces
Showers and Saunas
Retail Products
Concept Board
Fine Dining
Specialty Drinks

●  Cocktails
●  Artisanal beverages 

Dining

●  Fresh Tapas
●  Small plates




Elixirs

● ...
Independent Work Spaces
●  Semi-private
●  Full service printers
●  Modern seating and desks
●  Wi-fi access

Conference S...
●  Sauna and shower attached
●  Steam generator
●  Heated towels and robes
●  Multi-directional water
stream
●  Compliment...
Other Products Include:

●  Notebooks
●  Tech cases & accessories
●  Neck pillows & blankets
●  Coffee mugs
●  Water bottl...
Concept Board
Touchpoints
Memberships
Website
Mobile App
Level 3
$500 a year
●  includes first class service 
●  6 complimentary showers or massages per year
●  priority access an...
Pan Am Website
Pan Am Mobile App
Customer Experience
Customer Journey
Brand Pyramid
Meanings
On car
ride to
airport
Walk to
Airport from
drop-off
Check-in
Luggage/
Wait in check-
in line
Wait in
security line
Exit s...
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 millenn...
Meanings
Beauty Community Validation
Business Viability
Positioning Matrix
Business Model Canvas
Brand Strategy
Purpose Statement
Positioning Statement
Positioning Matrix
PRICE
QUALITY
Brand Strategy
Brand 
Identity


Brand
Architecture


Brand
Messaging
Brand Identity
Brand Architecture
FOR PAN AM!
FOR PAN AM!
FOR PAN AM!
Cross Promotional Marketing
Purpose Statement
Pan Am Lounge reignites the civility of flying by
utilizing meaningful touch points to curate a
luxuriou...
Brand Messaging
Pan Am Lounge redefines
tasteful modern luxury
Positioning Statement
Through Pan Am’s modern luxury lounges
millennial travelers will experience
exemplary services, fine...
Thank You
Aki Akinola, Tania Cruz , Alex Vazquez, Christine Yun
Tania cruz   pan am - brand positioning
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Tania cruz pan am - brand positioning

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Repositioning the Pan Am brand in todays market.
Addressed: Brand Positioning, Brand Value Pyramid, Brand Value, Brand Equity, Meaning

Published in: Design
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Tania cruz pan am - brand positioning

  1. 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. 2. Table of Contents Once and Future Brand Target Market Operational Recommendations Touchpoints Customer Experience Business Viability
  3. 3. Once and Future Brand Pan Am History Brand Equity Hypothesis
  4. 4. Pan Am History
  5. 5. Brand Equity
  6. 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. 7. Target Market Research Our Target Market Personas
  8. 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. 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. 10. LYDIA Age: 34 Public Relations Manager STELLA Age: 29 Art Director ADAM Age: 27 Freelance Photographer
  11. 11. Operational Recommendations Fine Dining Work Spaces Showers and Saunas Retail Products Concept Board
  12. 12. Fine Dining Specialty Drinks ●  Cocktails ●  Artisanal beverages Dining ●  Fresh Tapas ●  Small plates Elixirs ●  Made fresh at the bar ●  Pressed and packaged
  13. 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. 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. 15. Other Products Include: ●  Notebooks ●  Tech cases & accessories ●  Neck pillows & blankets ●  Coffee mugs ●  Water bottles ●  Location branded clothing Pan Am Products
  16. 16. Concept Board
  17. 17. Touchpoints Memberships Website Mobile App
  18. 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. 19. Pan Am Website
  20. 20. Pan Am Mobile App
  21. 21. Customer Experience Customer Journey Brand Pyramid Meanings
  22. 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. 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. 24. Meanings Beauty Community Validation
  25. 25. Business Viability Positioning Matrix Business Model Canvas Brand Strategy Purpose Statement Positioning Statement
  26. 26. Positioning Matrix PRICE QUALITY
  27. 27. Brand Strategy Brand Identity Brand Architecture Brand Messaging
  28. 28. Brand Identity
  29. 29. Brand Architecture FOR PAN AM! FOR PAN AM! FOR PAN AM!
  30. 30. Cross Promotional Marketing
  31. 31. Purpose Statement Pan Am Lounge reignites the civility of flying by utilizing meaningful touch points to curate a luxurious traveling experience.
  32. 32. Brand Messaging Pan Am Lounge redefines tasteful modern luxury
  33. 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. 34. Thank You Aki Akinola, Tania Cruz , Alex Vazquez, Christine Yun

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