Assignment 3 Marketing 500 Part C Your Marketing Plan

Running head: PART C: YOUR MARKETING PLAN
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Part C: Your Marketing Plan
William M. Parker II
Dr. Lisa M. Smith
Marketing 500 Marketing Management
6/2/2016

PART C: YOUR MARKETING PLAN
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Develop the company’s branding, pricing, and distribution strategy.
Company
A rule of thumb in business is that an individual alone cannot beat their competitors, but a
group of people can collaborate to achieve income goals (Kokemuller, n.d). Pilot Plus is a
company that has a marketing strategy that will be strategic and specialized to our segment, which
will generate revenue for our employees and shareholders. Our marketing campaign will include
online and print magazines and a Video Blog detailing the social needs and aspirations of the pilots
and elite passengers of private aviation. There will also be social media ads and signage at the
private airports and golf courses.
Branding
Businesses must have an effective marketing strategy to outmaneuver the competition and
sell their products to customers. Executives start with a marketing plan that defines the identity of
the business about their clients (Joesph, 2013). Companies that can articulate themselves and
provide a quality product to the marketplace are in the best position to become successful.
Pilot Plus branding strategy.
The private aviation business is very competitive; Pilot Plus will implement multiple
branding strategies to drive revenue and stay ahead of our competitors. Our brand initiative will
focus on convenience and quality of on-ground reservations to drive customer loyalty to our app on
a personal and emotional level (Guettler, n.d.). Our strategy will be to communicate to pilots and
their elite passengers that our service is quality, has value benefit, solves their problems, and we
will have celebrity endorsements to bring awareness and recognition to Pilot Plus. Our branding
strategy will include online, print magazines, a Video Blog detailing the adventures of the pilots and
passengers, online social media ads and signage at the private airports, restaurants, hotels, exotic car
rental agencies and golf courses.
Quality positioning.

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The quality of Pilot Plus service is the most important part of the company’s brand
recognition (Guettler, n.d.). Pilot Plus will present itself and provide trusted service to the pilots
and elite passengers. The defining purpose of Pilot Plus is to position itself and create a better
lifestyle for the pilots and its passengers. Our employees will also communicate and provide
quality customer service to the pilots and their passengers. They will believe in the brand, which
will impact the relationship with the pilots and passengers.
Value positioning.
Pilot Plus will provide a high-value and high-quality service to the private aviation
marketplace (Guettler, n.d.). Pilots and their elite passengers prefer to have value over price. The
goal is present the Pilot Plus as a valuable resource to the pilots and passengers that will make their
travel experience more predictable and enjoyable. Once the pilots and passengers see that Pilot Plus
is useful to their travel experiences, we will reward them for their loyalty. We can reward the pilots
and passengers by exceeding their expectations and giving them extra rewards and discounts from
their favorite vendors.
Benefit positioning.
Pilot Plus will highlight the unique benefits of our service that the pilots and elite
passengers will receive on their trips (Guettler, n.d.). Pilot Plus has benefits that are crucial to
pilots, and elite travelers to make their journey more comfortable. The pilots and passengers need
to have an emotional connection with Pilot Plus because they are receiving the ultimate benefits
after using the app. It is our intent to have them come away from a Pilot Plus experience knowing
that someone is taking care of them.
Problem and Solution Positioning.
Pilot Plus will address the problems and provide solutions to the pilots and their elite
passengers (Guettler, n.d.). The pilots and elite passengers will have a more efficient and luxurious
trip after using Pilot Plus. Pilot Plus will be flexible enough to make changes that will solve the

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problems for the pilots and passengers and create solutions to make their travel experience more
satisfying. We will engage the pilots and passengers along with building new partnerships with the
schools, airports, golf courses and restaurants to get feedback and communicate a new message.
Celebrity Driven Positioning.
Pilot Plus will utilize celebrity endorsements and testimonials to enhance the brand’s image
(Guettler, n.d.). The pilots and elite passengers will trust and believe our celebrity endorsements
because they are people who share a lifestyle very similar to their own. Some of our celebrities will
be featured on our website, video blogs, print ads, online ads and be available in person to promote
at the golf clubs, restaurants, hotels and exotic car rental locations.
Brand Extension.
Additionally, Pilot Plus will utilize a brand extension in conjunction with umbrella branding
for an additional product under the Pilot Plus brand called “Sky Lens.” The umbrella branding
strategy is crucial because of the established Pilot Plus name in the marketplace (Lacobucci, 2014).
As a result, the “Sky Lens,” will enhance the Pilot Plus brand loyalty. To make the best product for
the pilots, Pilot Plus will collaborate with Luxottica, the maker of Ray-ban to produce the
sunglasses. Pilot Plus and Luxottica will co-brand as a joint venture to create a quality product for
the pilots (Lacobucci, 2014). Luxottica and Pilot Plus will leverage each other’s expertise to
generate revenue and gain market share. Pilot Plus will create a brand extension for the app by
developing Sunglasses for Pilots called “Sky Lens.” The first thing we will do is research for the
design of the glasses, and then we will collect data from the pilots for their feedback. The feedback
from the pilots will help us develop a prototype and then give a few of the glasses to a selected
group of pilots to wear in the sky. Ultimately we want to create a wearable technology on their face
for the pilots to check weather, track birds and planes in the sky as well as protect their eyes from
the sun.
Pricing.

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The Pilot Plus pricing strategy will reflect the quality of our products and services that the
pilots and their passengers will receive on our platform. Our pricing strategy will help maximize
our sales and profits to achieve our marketing goals (Richards, n.d.). Pilots and passengers will pay
a premium price for premium products and services. The pricing strategy will be based an
agreement with all of our hotel, car and restaurant partners.
Pilot Plus Pricing Strategy
Pilot Plus will receive 20 percent on all purchases that the pilots and passengers make from
our vendor partners. Pilot Plus will have an app for bonus features for our premium pilot and
passenger’s members that will give them additional tools, features, and rewards priced at $9.99 per
month. Some of those premium benefits for pilots will be a fuel calculator, prime service at the
private airports along with discounts at hotels, restaurants, renting cars and playing golf. Some
premium benefits for the passengers will include VIP service at hotels, restaurants, car rental
agencies, Golf clubs and luxury items from their favorite clothing stores. Our goal at Pilot Plus is to
be able to service our pilots and passengers with as many benefits as possible to make their travel
lifestyles more enjoyable.
Distribution Strategy
To be profitable businesses must choose the right platform to deliver their products and
services to their particular customer. Executives must determine the appropriate distribution
strategy that is efficient and has the right placement for the consumer so they can receive their
product or service (Mandal & Roy, 2012). Pilots and passengers tend to be quite technologically
savvy with their smart phones so using our app to enhance their comfort and convenience is not
expected to cause resistance.
Pilot Plus Distribution Strategy.
The Pilot Plus Distribution Strategy will be web driven with vendor selection on the app,
including pre-reservation email confirmation as well as courier delivered products and services at a

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place of their choosing (plane side, airport, office, home, restaurant, or golf course). For example,
if they order a hotel that they can check in from the app, have their rental car delivered planeside or
left in the parking lot for them, and they can have their favorite food delivered from a restaurant.
The goal is to provide a quick, efficient and convenient ordering process for the pilots and
passengers that will make their travel experience luxurious and memorable.
Classify the company’s major competitors as inter- or intra-competitors. Categorize the
competitor’s major strengths and weaknesses.
Competitors
Businesses have rival companies in the marketplace trying to similar sell products and
services to customers. A smart executive should study their competitor’s products, services, market
position and financial capabilities to remain a leader in the industry (Krasny, n.d.). The company
without a unique product or service will end up losing market share to their competitors. Pilot Plus
will be exclusive to the private aviation industry and integrated with the private airports. Our
service will give the pilots and passengers real-time information at the private airports, which will
save them time, money and allow for them to have a more enjoyable travel experience. Currently,
there are no competitors that are focusing on an app that provides a premium concierge service that
is on demand for pilots and elite passengers at the private airports.
Pilot Plus Competitors
The Pilot Plus competitors that we have to pay attention to in the private aviation app
marketplace are Jet Smarter, Victor, and Stellar Labs. These competitors primarily focus on
booking the jets for the pilots and passengers rather than handling their concierge and lifestyle
services while they travel. Pilot Plus will fill that void of merging technology and exceptional
customer service with the private airports and vendors to create an enjoyable travel experience.
Inter-brand competition.

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Pilot Plus will have different products, services and integrated technology that our
competitors will not offer to the pilots or passengers in the private aviation industry. Brand
differentiation, quality of products, price, and technology, will fuel the inter-brand competition
between the other private aviation apps (“Brand Competition,” 2002). The major inter-brand
competitors that Pilot Plus must pay attention to are Jet Smarter, Victor and Stellar Labs. These
companies focus on booking applications for pilots and passengers however they do not concentrate
on the lifestyle and concierge logistics of the flights. For Pilot Plus to be successful, our strategy
will be to build a successful technological relationship with the private airports and the vendors so
that we can build a platform that allows the pilots and passengers to make convenient purchases.
The goal is to protect our passenger’s, pilots and the private airports proprietary information on our
app. We will start by having the ultimate information security cooperation with our vendors and
private airport. Our Chief Technology Officer will spearhead this effort by implementing the most
up to date cyber security technology along with working with the private airport and vendor’s
technology staff to protect their data. As a young company, the pilots, passengers and private
airports have to trust that we have the software that can guard their information because our target
segment is very wealthy and we can’t afford to have their information hacked by the wrong people
ending up in the wrong hands.
Competitor Strengths.
The main competitors in the apps for aviation and travel segment are Jet Smarter, Stellar
Labs, and Victor. They all target the private pilots, elite passengers, corpor ations, fixed based
operation, celebrities and business people. The reason they target this particular segment is that they
have a tremendous amount of buying power. These groups of individuals are willing to spend
thousands and even millions of dollars to have a nice time with their friends and family using
private jets. The ultra-high net worth traveler is ready to take luxury business trips and exotic

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vacations any day of the week. Their money and loyalty will help the apps for aviation and travel
segment become very profitable shortly.
Jet Smarter Strengths.
 Can book a private jet trip in seconds using their smartphone or tablet.
 State of the art technology to help the elite passengers customize their flights so that the
private jet operators can bid on the trip.
 Private terminals and give red carpet treatment from the time the elite traveler arrives for
their flight.
 A live customer service staff around the clock.
Stellar Labs Strengths.
 Secretly developing a business aviation marketplace in stealth mode.
 Refining back-end network for flight operators to manage automated scheduling, pricing,
route optimization.
 Yield fast search results and booking to users.
 Financially stable.
Victor Lab Strengths.
 Highly publicized to aviation experts due to celebrity investors.
 High sales growth.
 State of the art technology.
Competitor Weaknesses.
Pilot Plus is in a position to capitalize on our competitor’s weaknesses. Jet Smarter, Stellar
Labs, and Victor all focus on the elite passengers’ needs rather than the pilots, Charter Company’s
and private airports who control the logistics of the flight by ordering the hotels, car rentals, and
food to make the trip enjoyable. Once Pilot Plus successfully integrates with the private airports

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and charter companies, then we will focus generating revenue from elite passengers booking their
flights.
Jet Smarter Weaknesses.
 Lack of brand recognition from the private jet pilots and some elite passengers.
 Technology is too focused on helping the pilots with their flight logistics such as buying
fuel, booking hotels, buying food and renting a car.
 Not technologically integrated with the private airports and charter companies to help
streamline the logistics.
 Focus too much on the booking of trips for the elite passengers rather than the concierge
services of booking a hotel, renting a car or buying food.
Stellar Labs Weaknesses.
 Not technologically pilot-friendly to help them with their flight planning and logistics such
as buying fuel, booking hotels, renting a car and buying food.
Victor Weaknesses.
 Not technologically pilot friendly to help them with their flight planning and logistics such
as buying fuels, booking hotels, renting a car and buying food.
Develop the differentiation strategy in relation to your closest competitor.
Differentiation Strategy

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Pilot Plus is one of many apps in the private aviation sector. For Pilot Plus to stand out and
become a leading service provider to pilots and elite passengers, we must build a brand rather than
just a narrow range of services. Our differentiation strategy will focus on our research, personnel,
business development and customer service representatives (Saint-Leger, n.d.). Pilot Plus will
leverage its differentiation features and benefits to the pilots, elite passengers, and private airports
by integrating each platform into a one-stop shop connecting each stakeholder together. As a result,
all the hotels, car rental agencies, restaurants and golf courses will be linked to the pilots and
passengers at their convenience.
Pilot Plus Differentiation Strategy
The closest competitor to Pilot Plus is Jet Smarter. Jet Smarter is the closet because of its
narrow focus on the lifestyle and concierge services for the pilots and passengers. They are
recognized and respected by clients for giving world-class customer service because of their state of
the art technology and client support. However, our analysis of their function indicates that Jet
Smarter is more focused on booking the flights for the pilots and passengers rather than serving
them as their lifestyle and concierge services provider. Pilot Plus will differentiate itself as the
premier lifestyle and concierge services brand for the pilots and the elite passengers. At present, Jet
Smarter is not connected to the private airport. Their location limitation is our opportunity. We feel
our app will be uniquely positioned to capture the pilots and elite passengers at private airports.
Connectivity and technological integration is our competitive advantage, the primary differentiation
strategy. Pilot Plus will be initially branded and designed for the pilots. Since the pilots are in
control of the trip, we want to make an effort to streamline their non-flight experience. The
proximity between the pilots and elite passengers will spread the word about Pilot Plus products and
services.
Furthermore, the pilots are in control the trips so we must make an effort to streamline their jobs
more efficiently resulting in the word of mouth to the passengers. We must technologically integrate

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the pilots; travelers and vendors with the private airports so they can have synergy to coordinate,
communicate and purchase goods and services on our app. Once we gain the trust, credibility and
revenue from of the pilots and passengers for the lifestyle and concierge services we will then
expand into booking the private jet flights for our clients. As a result of capturing the hearts and
minds of the pilots and passengers, we will be able to generate revenue by competing on service,
price, and quality. The reputation we want to build is this: a premium product and services for
premier clientele.
Establish whether the company’s intention is to become a leader or a follower in the
industry.
Company
An individual alone can hardly beat their competitors by s to gain market share. They must
be a part of a group of people who collaborate to achieve income goals (Kokemuller, n.d). Pilot
Plus is a company that has the intention and goal to be a leader in a particular niche of the private
aviation industry. We recognize that we are not the first private aviation app in the industry.
However, after researching the offerings of our competitors, we realize our strengths and their
weaknesses to fill a perceived gap. Our strengths as a company will be our research, technology,
employees and relationships with the private airports and vendors. The weaknesses that we have
found in our competitors are their lack of research in customizing the app for the pilots, elite
passengers, and private airports so that they are all communicating on one technological platform
together. Using on our strength to this market weakness it will allow us to capitalize on our
specialty to generate revenue, gain market share and maintain a leadership position in the industry.
Industry
The private aviation app industry is very new however it is starting to become very
competitive. Jet Smarter, Victor and Stellar Labs are leading the industry now. They have become
the leaders in the distribution and sale of goods in the private aviation app industry (Norman, n.d.).

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Those apps are focusing on booking the jets for the pilots and passengers and forgetting about the
concierge and logistical aspects of them as well as the private airports. Pilot Plus will fill that void
of merging technology and exceptional customer service with the private airports and vendors to
create an enjoyable travel experience. We will change the industry by utilizing technology to
become a one-stop shop for pilots to order all of their private airport services, book their hotels, rent
cars and buy food. We expect passengers to follow their lead by being able to book their hotels,
rent cars, buy food and play at the most exclusive golf courses in the world.
Leader.
My experience as a Lead Line Service Technician working with pilots and elite passengers
at a private airport convinced me of two things: 1) an opportunity existed to fulfill unmet needs and
2) the quality bar for technological access and convenience raised. After seeing the challenges pilots
and their elite passengers experienced it made me believe that Pilot Plus will be the leader in the
industry. As a leader, Pilot Plus will create an opportunity that will benefit many people,
organizations, and society (Treasurer & Menasche, 2014). Pilot Plus will create jobs for the
community, advance technology in the private aviation industry helping pilots and passengers
streamline their trips, therefore, reducing the carbon footprint in our environment. Becoming a
leader in any industry is very hard. Maintaining a leadership in any industry is even harder. As a
company, Pilot Plus will grow and maintain that leadership position in the industry by leveraging
our strengths, improving our weaknesses, exploiting our competitor’s weaknesses while minimizing
their strengths. I have realized from an executive perspective that our weakness of not being a
brand that is recognized by the passenger as a private jet booking app similar to our competitors is
one of our greatest weaknesses however it will also be our biggest strength. It will be our greatest
strength because we will cater our app to the pilots needs because they control the flight plan and
private jets. Our competitors are not branding anything for the private jet pilots or the private
airports. The passengers look to them for their skill and expertise when it comes to private aviation

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travel. Pilot Plus will become a leader because our technology is for a pilot's one-stop shop for all
of their non-flight travel needs. Once we perfect the service, the pilots will love using it, and it will
then sell itself because of the word of mouth marketing. The pilots will then advise the passengers
to use it and then next then you know they will love it too. After the passengers start using it in
high volume, we will then starting booking trips on our app too. Also, we see Pilot Plus as a leader
in marketing strategies through its word-of-mouth advertising from pilots to elite passengers. We
expect that after passengers begin using it in high volume, we can start to book trips on our app too.
Our ultimate goal would be to complete our exit strategy of selling Pilot Plus to a private equity
firm or private airport.
Specify two (2) social media and/or media tools that you would use as you develop your plan.
Justify each of your chosen tools.
Media Tools
The media tools that Pilot Plus will utilize for our marketing plan to attract the pilots and
passengers are business newspapers, business magazines along with golf magazines, luxury travel,
and trade publications. Our segment is small, so there is no need to advertise by using mass media
such as radio, television, billboards, email, direct mail and social media (Linton, n.d.). Private jet
pilots and passengers are an exclusive segment, which is particular about the media they consume
because of time, quality of products, services, and information. By targeting the pilots and
passengers in the business newspapers, business magazines, golf magazines, luxury travel and trade
journals, we will receive a return on investment by investing our advertising dollars in those
mediums.
Pilot Media Tools
The media tools that Pilot Plus will use to attract the private jet pilots are trade magazines
such as Airlines International, Flight Global, Aviation Week, Flying, Air & Space Magazine, Air
Journal, AvWeb, Airways News, AINoline and ATW. We will advertise in online versions of these

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trade magazines because the information is more timely and up to date. The best places to advertise
in these online magazines are on the front page of the sites along with being announced and
mentioned on each trade magazines Linked In, Twitter, Facebook and Instagram pages to reach the
pilots who connect and become followers of their content. I believe this is the best way to utilize
social media to reach the pilots because it is a subtle, not intrusive message nor will it cheapen the
image of our service. The reason is that private jet pilots do not use social media tools such as
Twitter, Facebook, and Instagram to promote their services or to find a job because the exclusivity
of the industry. Pilots have to be careful when using media tools because it could ruin their
reputation and prevent them from getting hired because of the personal photos or an employer as
unprofessional might perceive videos they might post to their friends and families. A pilot has
invested hundreds of thousands of dollars in their careers, so they do not have time to socializing on
social media or forums to discuss jobs and other trade information. They are seeking a particular
pilot job with a charter company that comes with money and prestige rather than just a regular
airline job. The charter businesses and carriers hire private jet pilots for jobs, and their hiring
managers do no use social media to do their recruiting. The hiring managers have to be very
particular who they hire and where they hire because of the ultra high net worth clientele that the
pilots will be serving. In most cases pilots get their jobs with carrier and charter companies because
they know someone or word of mouth. Pilot Plus have to be careful not to give the perception to the
pilots that we are a cheap or ordinary tool because they see us on Facebook, Twitter, and Instagram.
We want to project the image to the pilots that we are not only experts in our service but also
extraordinary. That is why Private jet pilots read trade magazines to stay up to date on the latest
aviation techniques, newly released jets, current laws, and regulations. We will advertise online in
Airlines International, Flight Global, Aviation Week, Flying, Air & Space Magazine, Air Journal,
AvWeb, Airways News, AINoline and ATW. These online magazines are also excellent sources
because the pilots will find out about daily events too which will be good for Pilot Plus when it is

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time for our marketing events. As part of their professional development, pilots must stay abreast of
changes in the aviation industry. Pilots regularly read trade journals in their field. Increasingly that
information can be read on their phones and tablets. Pilots will get old and retire so to stay current
we will advertise with the top aviation schools such as Embry-Riddle Aeronautical University,
University of North Dakota, Western Michigan University and Purdue University. We will
advertise on their online portals and sponsor events. That way we will stay up to date and current in
the minds and hearts of the future pilots who will be our customers. Placing ads in these online
trade magazines and collaborating with the top aviation schools for future private pilots would
surely catch their eye and give us our greatest return on investment.
Passenger Media Tools.
The media tools that Pilot Plus will use to attract the elite passengers are business
newspapers, business magazines, golf magazines and luxury travel magazines. We will advertise in
the print and online versions of these luxury travel magazines because the passengers read them
while they are on their private jets and in their limos to buy luxury goods and to look at the business
news. Elite passengers research luxury items in these online and print magazines such as clothes,
shoes, cars, cologne, golf apparel, hotels and restaurants. They want a mix ultra personal, short
form content, high production value and long form branded journalism that doesn’t include your
typical social media (Burn, 2013). Pilot Plus will advertise in luxury travel magazines such as GQ,
Business Jet Traveler, Private Air Luxury Homes, Luxury Travel Magazine, Jetset Magazine, Elite
Traveler, Centurion, Wealth Collection Magazine, Prestige Magazine, Robb Report, Bespoke
Magazine, Luxury Life Magazine, Nobleese, Black Ink, Departures, Black Ink, Sur la Terre, Blu Inc
Media, American Express Publishing and Niche Media Publishing. Then Pilot Plus will also
advertise in Golf Magazine, Golf Digest, Global Golfer and Green.
Our target segment loves to play golf, and these print and online magazines are an excellent
way to reach the elite passengers because they are a part of the affluent lifestyle that they live on an

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everyday basis in their homes and on their jets. For the ultra-high net worth passenger who reads
business magazines, Pilot Plus will advertise in the print and online version of Forbes Magazine
because our segment is their subscriber. Then Pilot Plus will reach additional elite passengers by
the print and online version of the Wall Street Journal. I have confidence that the WSJ and
magazines highlighting the luxury lifestyle will be great marketing tools because I see pilots and
elite passengers reading these materials every day in my job as a service technician at a private
airport. From this on-ground perspective, I believe that advertising in the luxury magazines and
business newspapers will give us the greatest return on our investment for our marketing dollars.
Suggest the integrated marketing communications that are most relevant for your marketing
plan. Relate each marketing communication to your company’s advertising strategy.
Integrated Marketing Communications
Pilot Plus will have to use multiple marketing strategies to advertise to our target market.
We will utilize an integrated communications plan to combine multiple strategies for our marketing
campaign. The Pilot Plus marketing campaign will include advertising, direct response, sales
promotions and publicity to give us a competitive advantage in the private aviation app marketplace
(Wienclaw, 2016). Much of our plan will be based on my experiences as a lead line service
technician at the private airport however as a team we will go more in-depth to research and analyze
the most efficient way to communicate to our target market of pilots and elite passengers to serve
their needs and motivations.
Pilot Plus Integrated Marketing Strategy
Pilot Plus will utilize advertising and sales promotions as integrated marketing strategies to
get better results and to reduce our marketing costs. The pilots and passengers are a segment that is
very particular of what information they receive along wit the products and services they buy so it is
imperative that our message is consistent, has clarity so that our communication with them can have
a maximum impact. As a team, our goal is to become the best service to provide the pilots, their

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passengers, and their families the best value via Pilot Plus so that they can have the travel
experience of their lives.
Pilot Plus Advertising Strategy.
Pilot Plus will use advertising as a primary strategy by placing targeted ads in the online
versions of trade magazines for the pilots along with print and online advertisements in luxury
travel magazines, business newspapers, and business magazines that the elite passengers read. By
advertising in these magazines and newspapers, we will reach the pilots and passengers because of
the high interest in this demographic group. The ads will be very classy and informational which
will connect our target audience with experts in the fields want to pamper them with luxurious
products and services. Furthermore from a business standpoint, advertising in the trade and luxury
travel magazines along with the business newspapers and business magazines is very cost effective
along with giving us the best possible chance to receive credible results.
Pilot Plus Sales Promotions Strategy.
Pilot Plus will utilize promotions on our app to drive awareness and sales with our vendor
partners. Our integrated marketing approach will include partnering with hotels, car rental
agencies, restaurants and golf clubs to create a unique promotional rewards program for our pilots
and elite passengers. The pilots and passengers who utilize Pilot Plus will be treated as members
and given top shelf service at our hotel, car rental, restaurant and golf club partners. They will
receive a special rewards code from Pilot Plus before they visit our vendor partners to experience
their products and services. The reward system allows our pilots and elite passengers to accumulate
additional top-of-the-line products and services. Pilot Plus will create a long-term relationship that
is mutually beneficial for our pilots, elite passengers and vendor partners by leveraging sales
promotions that bring value. This approach will be effective because our pilots and passengers are
used to an affluent lifestyle that includes memberships at the elite car and sports clubs. The Pilot

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Plus advertising strategy has an exclusive visibility only to a targeted group of pilots and elite
passengers yielding high returns with their purchases of quality products and services on our app.
References
Brand Competition Inter and Intra. (2002, January). Organization for Economic Cooperation and
Development. Retrieved from https://stats.oecd.org/glossary/detail.asp?ID=3153
Guettler, A. (n.d.). Examples of brand positioning strategy. Hearst Newspapers, LLC. Retrieved
from http://smallbusiness.chron.com/examples-brandpositioning-strategy-25213.html
Joseph, J. (2013). Defining your brand: The first step in your marketing strategy. Entrepreneur
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Kokemuller, N. (n.d). What is the meaning of business organization? Hearst Newspapers, LLC.
Retrieved from http://smallbusiness.chron.com/meaning-business-organization-41925.html
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better-for-start-ups.html
Lacobucci, D. (2014). MM4: Marketing management (4th
ed.). Mason, OH: South-Western Cengage
Learning
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http://smallbusiness.chron.com/media-mix-78802.html
Mandal K., & Roy K., (2012). Impact of marketer’s influence strategies on distribution channel
partners: A comparison among distribution channel partners, 19(1) 82-97. Retrieved from
the Strayer University database.
Norman, L. (n.d.). Definition of industrial workplace. Hearst Newspapers, LLC. Retrieved from
http://smallbusiness.chron.com/definition-industrial-workplace-10039.html
Richards, L. (n.d.). Different types of pricing strategy. Hearst Newspapers, LLC. Retrieved from
http://smallbusiness.chron.com/different-types-pricing-strategy-4688.html

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Saint-Leger, R. (n.d.). Pros and cons of differentiation strategy. Hearst Newspapers, LLC.
Retrieved from http://smallbusiness.chron.com/pros-cons-differentiation-strategy-
21452.html
Treasurer, B., & Menasche, S., ( 2014). Leaders open doors: A radically simple leadership
approach to lift people, profits and performance. 2014. Retrieved from the Strayer
University database
Wienclaw, R.A. (2016). Integrated marketing communications – Research starters business, 10p,
1-6, 1 Diagram. Retrieved from the Strayer University database.

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