Air France


Five French airlines merged to form Air France in 1933.



Operating at Paris-Charles de Gaulle hub.



By...
E-commerce for travel


According to TIA , consumers going online to research and book
travel increased 263 % between 199...
Travel Industry


Direct web sites:

4

Attractive destinations
Real-time information
Customer loyalty programs



Aggre...
Search engine marketing (SEM)
SEO


Organic improvement



Improves the relevance(URL)



Makes appear higher on SERP

...
Media contacts’ challenges


Short time



Branded vs Unbranded keywords



Different services and different audiences
...
Strategy for Air France across search engine
publishers


Google : should opt SEO because Google follows cost per click a...
How can Campaigns be improved


Geo targeting



Pay per click ( traceable )



Can change the keywords based on most c...
Important KPIs


Average return on advertisement



Probability of booking

9
How should SEM campaigns be structured?


10

Metasearch companies


consumer behaviors have shifted to economy classes
...
11

GROUP: 9

THANK YOU

UPPALA ARAVIND

-122

DASARI PRADEEP

– 126

PARMOD SINGH

- 133

SANGAM LALSIVARAJU -138
RAJESH ...
Dm Air France Case
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Dm Air France Case

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Dm Air France Case

  1. 1. Air France  Five French airlines merged to form Air France in 1933.  Operating at Paris-Charles de Gaulle hub.  By 2007,Air France served 185 destinations in 83 countries and its total fleet size stood at 383 aircraft.  In 2004, Air France and Netherlands based KLM joined forces and created the sky team global alliance.  The Air France –KLM group employed a work force of 1,50,000,the group carried the most scheduled international passengers, flying to 225 destinations in 109 countries. 2
  2. 2. E-commerce for travel  According to TIA , consumers going online to research and book travel increased 263 % between 1996 and 2005.  U.S broadband household connections increased 5million to 41million in between 2000 and 2005.  U.S travel online bookings : 2005- 30% of total 2004- 20% of total 2002- 15% of total 3
  3. 3. Travel Industry  Direct web sites: 4 Attractive destinations Real-time information Customer loyalty programs  Aggregators : Full travel packages Lowest price searches  Meta search sites : Don’t offer transaction services Consolidated results
  4. 4. Search engine marketing (SEM) SEO  Organic improvement  Improves the relevance(URL)  Makes appear higher on SERP 5 Pay per click or sponsored  Bid on keywords  Geo targeting  Easily measurable  Campaign driven
  5. 5. Media contacts’ challenges  Short time  Branded vs Unbranded keywords  Different services and different audiences 6
  6. 6. Strategy for Air France across search engine publishers  Google : should opt SEO because Google follows cost per click and click through rate.  MSN : since MSN follows pay per click approach , its better to go for bidding of keywords  Yahoo : Since yahoo follows content matching approach, its better to go for bidding of keywords  Kayak : Should opt SEO 7
  7. 7. How can Campaigns be improved  Geo targeting  Pay per click ( traceable )  Can change the keywords based on most clicked and can achieve more transactions  Should add branded keywords based on consumer behavior (ppc) 8
  8. 8. Important KPIs  Average return on advertisement  Probability of booking 9
  9. 9. How should SEM campaigns be structured?  10 Metasearch companies  consumer behaviors have shifted to economy classes  people’s familiarity with traveling has increased  The prominence of Metasearch site like Kayak will increase, as people turn to websites that are known for providing low cost options  Region campaigns
  10. 10. 11 GROUP: 9 THANK YOU UPPALA ARAVIND -122 DASARI PRADEEP – 126 PARMOD SINGH - 133 SANGAM LALSIVARAJU -138 RAJESH MISHRA – 151 DEEKSHA SHARDA -159

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