Recommended
More Related Content
What's hot
What's hot (20)
Similar to Assessment 4mkt
Similar to Assessment 4mkt (20)
Recently uploaded
Recently uploaded (20)
Assessment 4mkt
- 1. ASSESSMENT 4: PRESENTATION OF RECOMMENDATIONS
- 2. INTRODUCTION This presentation is to inform Virgin Australia Senior Marketing Manager of strategic recommendations for the purchase of a flight from Melbourne to Sydney, based on the Marketing Strategy Report by JPCME Consultants. It will provide key information of the recommendations in the following three areas– SELECTED TARGET MARKET VIRGIN BRAND VALUE PROPOSITI ON MARKETING MIX
- 3. SELECTED TARGET MARKET Segment Profiles Estimated % of consumers Segmentation growth Purchase behaviour Brand preference Potential revenue Frequent Professionals 23% Grow More professionals will begin to join loyalty programs, as their expectations for service levels will grow. This segment will have an assistant / travel agent/unit go straight to the Virgin website with their membership account to purchase a flight at the preferred time and date of the client in business class with additional in- flight purchases. This segment will remain loyal to Virgin over any other airline. High Growth There is growth here for return on investment of direct mailings to increase loyalty programs into other services offered by Virgin and in- flight add-ons. Demographic Behavioural Variables Occupation - Professional Brand loyal Frequent Professionals Professional that flies frequently due to work commitments and is part of a loyalty program Careful Professiona ls , 9% High Spenders, 10% Frequent Profession als 23% Unfaithful Professiona ls , 8%Savers, 9% High Achievers , 15% Straight A’s, 21% Unsettled Students , 5% Virgin Airlines Melb to Sydney Estimated Consumer Segmentation The selected target market chosen is Frequent Professionals (23% market share)based on the highest percentage in the consumer segmentation pie graph.
- 4. VIRGIN BRAND VALUE PROPOSITION VIRGIN- Skytrax World Airline Awards Best Staff Service Australia Pacific Roy Morgan Customer Satisfaction Awards Domestic Business Airline of the Year Food, checked baggage and entertainment are now complimentary on domestic flights QANTAS – currently the number one airline in the country according to the 2015 Skytrax Awards (Skytrax 2015) and have also, despite the economic difficulties experienced both in Australia and worldwide over the past several years; QANTAS is the best performing ASX100 Company for 2014/15 (Qantas Media Release 28/08/15). Consumer’s perception of the Qantas brand as being a trusted, reliable and safe airline to fly with. Qantas launched an Auto-Check-in for mobile users, removing the need for printed boarding passes or costly staff intervention as passengers scan a barcode on their mobiles at check-in. JETSTAR - Lowest airfare . Qantas Frequent Flyers travelling on eligible Jetstar fares are eligible to earn Qantas Points and Status Credits. You must be a Qantas Frequent Flyer member to earn and redeem Qantas Points. A joining fee may apply. Membership and the earning and redemption of Qantas Points are subject to the terms and conditions of the Qantas Frequent Flyer program which can be found at qantas.com/frequent flyer.
- 5. POINT OF DIFFERENCE * Below, flight comparison for Melbourne to Sydney flight for 20/11/15 departing at 7:00am between Virgin, Qantas & Jetstar Carrier Depart Arrive Flight Saver Flexi Business VIRGIN MEL6:30 AM SYD7:55 AM VA 807 Non- stop 1hr 25min Operator: V irgin Australia $129.00 $389.00 $469.00 QANTAS 06:30Mel bourneD uration: 1 h 25m 07:55Sydn ey Stops: 0 QF404 $140 $399 $519 JETSAR 6:20 AMMelb ourne (Tullama rine) 7:45 AMSydne y Direct flight1hr s25mins $95 Virgin Business class Fare Conditions Domestic Australian flights Checked Baggage 2 pieces included (32kg) Additional may be purchased Food and Beverage Included Visit virginaustralia.com for details Flight Changes Permitted anytime before or after flight departure. No fees. Conditions apply. VoluntaryCancellations Permitted anytime before or after flight departure. No fees. Conditions apply. ExtraLeg Room Business Seating Extra space and comfort Advanced Seat Selection Included (V)PriorityCheckin Included (where offered) (V)PriorityBoarding Included (where offered) (V) LoungeEntry Included (where offered) (V) = Based on Velocity Tie
- 7. PRODUCT Melbourne to Sydney flight – Target frequent professionals already using this product and encourage consumers to be involved in the social media campaign to ‘like and share’. 20/11/15 departing at 7:00am
- 8. PROMOTION Social media campaign targeting users based on demographic information showcasing the best deal on airfares and inclusions. Share and like campaign to receive extra velocity points.
- 9. PRICE Price will vary according to dates and times. Happy Hour is an exclusive sale where you can book discounted flights, holidays and much more! Visit the page during Happy Hour, which runs from 4pm- 11pm AEDT every Thursday, to view the week's exclusive offers.
- 10. PLACE Social media campaign; direct consumers to Virgin website Posters at airports
- 11. REFERENCE LIST Virgin, viewed 30th October 2015, http://www.virginaustralia.com/au/en/ viewed 1st October 2015. http://www.brw.com.au/p/business/domestic_leisure_seekers_are_the_mU8 cXoJCXB4QTSjfZ3jvLN viewed 2nd October 2015. World Airline Awards 2015, Best Airline - by Region, Skytrax, viewed 30th July 2015, < http://www.worldairlineawards.com/Awards/best_airlines_by_world_regi on.html> Facebook , viewed 30th september 2015, <https://www.facebook.com/events/1726817890873714/.> Jetstar, viewed 30th October 2015, <http://book.jetstar.com/.> Qantas 2015, viewed 30th September 2015, <http://book.qantas.com.au/pl/QFOnline/wds/OverrideServlet>.