1. The document provides a 10 step marketing plan for Cebu Pacific's domestic airfares. It analyzes the target market, competitors, market size, product details, pricing strategy, and promotions mix.
2. The primary target market is budget conscious travelers aged 21-35 who want affordable travel. Market size is estimated at PHP 24.8 billion annually.
3. Cebu Pacific positions itself as the pioneer low cost carrier in the Philippines, focusing on affordability and efficiency over comfort. Their marketing strategy emphasizes frequent promotional fares and an extensive online presence.
Cebu Pacific's target market is budget-conscious travelers who want affordable, no-frills travel. Its main competitors are AirPhilExpress, Zest Air, Philippine Airlines, and AirAsia Philippines. The domestic air travel market size in 2010 was 8.4 million tourists or PhP 42 Billion, with estimated growth of 12% in 2011. Cebu Pacific has the most domestic destinations available and combines low airfares and online booking to attract customers.
This document provides a 10 step marketing plan for Cebu Pacific Air. It analyzes Cebu Pacific's target market as budget conscious travelers looking for quality low-cost experiences. It also examines Cebu Pacific's competitors such as Philippine Airlines, ZestAir, and AirPhil. The document finds that while Cebu Pacific offers lower prices than Philippine Airlines, its prices are higher than ZestAir and AirPhil. However, Cebu Pacific utilizes various promotions, advertising, and experiences to promote itself and remains competitive through regular discount fares.
The document discusses how Cebu Pacific established itself as the leading domestic airline in the Philippines by adopting a low-cost business model. It offers affordable fares made possible by eliminating extras like meals and newspapers onboard. Cebu Pacific also revolutionized ticket booking through online systems. Despite its no-frills approach, it aims to make flights enjoyable through games and promotions. Financially, Cebu Pacific has grown to become the third largest low-cost carrier in Asia and sees potential for further expansion in the growing airline industry.
Cebu Pacific's 10 step marketing plan targets budget-conscious travelers aged 21-35 who want affordable and no-frills air travel. Cebu Pacific positions itself as the premium low-cost carrier in the Philippines through offering the lowest fares, most routes, and youngest fleet. The annual domestic air travel market size is estimated at PHP 40-45 billion based on competitor and customer data. Cebu Pacific uses promotional fares, advertising, public relations events, and social media to build its brand and competes directly with Philippine Airlines, ZestAir, and AirPhil Express.
Wings for change Press Release PresentationEricKaufman17
Eric Kaufman has started a crowdfunding campaign called "Wings for Change" to help fund his pilot training costs of £60k-£120k. His lifelong dream is to become a commercial pilot but he cannot afford training. Any funds donated to his campaign will be used to pay for his training, after which he will repay the donations through monthly payments over 7-8 years. The repayments will then be donated to voted charities and causes or to sponsor other aspiring pilots. He has passed assessments for top aviation academies but needs funding support. The campaign aims to challenge the current system of funding pilot training and promote equal opportunity in the industry.
Singapore Airlines is considered a role model for customer service in the airline industry. It focuses heavily on customer satisfaction and innovation in service marketing. Some of SIA's customer service strategies include operating a young fleet of modern aircrafts to improve safety and reduce costs, creating the iconic "Singapore Girl" as a marketing symbol, and providing differentiated inflight services like international cuisine and entertainment systems. SIA also developed high quality ground services like an early computerized reservation system and flexible check-in options to enhance the customer experience.
Spirit Airlines aims to improve customer relationship management. It collects customer data to segment customers into high and low value. High value customers who fly frequently should receive rewards to strengthen the relationship. Spirit will also address sources of customer dissatisfaction like wait times and extra charges. Implementing technologies like eCRM, RFID, and Salesforce can enhance customer experience and help Spirit retain high value customers.
Singapore Airlines Company Analysis – SetiawanKaren Setiawan
An in-depth look into Singapore Airlines and how they have maintained their highly prestigious status of great service.
Graduate student project (October 2018)
Cebu Pacific's target market is budget-conscious travelers who want affordable, no-frills travel. Its main competitors are AirPhilExpress, Zest Air, Philippine Airlines, and AirAsia Philippines. The domestic air travel market size in 2010 was 8.4 million tourists or PhP 42 Billion, with estimated growth of 12% in 2011. Cebu Pacific has the most domestic destinations available and combines low airfares and online booking to attract customers.
This document provides a 10 step marketing plan for Cebu Pacific Air. It analyzes Cebu Pacific's target market as budget conscious travelers looking for quality low-cost experiences. It also examines Cebu Pacific's competitors such as Philippine Airlines, ZestAir, and AirPhil. The document finds that while Cebu Pacific offers lower prices than Philippine Airlines, its prices are higher than ZestAir and AirPhil. However, Cebu Pacific utilizes various promotions, advertising, and experiences to promote itself and remains competitive through regular discount fares.
The document discusses how Cebu Pacific established itself as the leading domestic airline in the Philippines by adopting a low-cost business model. It offers affordable fares made possible by eliminating extras like meals and newspapers onboard. Cebu Pacific also revolutionized ticket booking through online systems. Despite its no-frills approach, it aims to make flights enjoyable through games and promotions. Financially, Cebu Pacific has grown to become the third largest low-cost carrier in Asia and sees potential for further expansion in the growing airline industry.
Cebu Pacific's 10 step marketing plan targets budget-conscious travelers aged 21-35 who want affordable and no-frills air travel. Cebu Pacific positions itself as the premium low-cost carrier in the Philippines through offering the lowest fares, most routes, and youngest fleet. The annual domestic air travel market size is estimated at PHP 40-45 billion based on competitor and customer data. Cebu Pacific uses promotional fares, advertising, public relations events, and social media to build its brand and competes directly with Philippine Airlines, ZestAir, and AirPhil Express.
Wings for change Press Release PresentationEricKaufman17
Eric Kaufman has started a crowdfunding campaign called "Wings for Change" to help fund his pilot training costs of £60k-£120k. His lifelong dream is to become a commercial pilot but he cannot afford training. Any funds donated to his campaign will be used to pay for his training, after which he will repay the donations through monthly payments over 7-8 years. The repayments will then be donated to voted charities and causes or to sponsor other aspiring pilots. He has passed assessments for top aviation academies but needs funding support. The campaign aims to challenge the current system of funding pilot training and promote equal opportunity in the industry.
Singapore Airlines is considered a role model for customer service in the airline industry. It focuses heavily on customer satisfaction and innovation in service marketing. Some of SIA's customer service strategies include operating a young fleet of modern aircrafts to improve safety and reduce costs, creating the iconic "Singapore Girl" as a marketing symbol, and providing differentiated inflight services like international cuisine and entertainment systems. SIA also developed high quality ground services like an early computerized reservation system and flexible check-in options to enhance the customer experience.
Spirit Airlines aims to improve customer relationship management. It collects customer data to segment customers into high and low value. High value customers who fly frequently should receive rewards to strengthen the relationship. Spirit will also address sources of customer dissatisfaction like wait times and extra charges. Implementing technologies like eCRM, RFID, and Salesforce can enhance customer experience and help Spirit retain high value customers.
Singapore Airlines Company Analysis – SetiawanKaren Setiawan
An in-depth look into Singapore Airlines and how they have maintained their highly prestigious status of great service.
Graduate student project (October 2018)
The document promotes contacting Len, describing her as a perfect 4'10" who spreads her blue and white wings in the land of SOJITZ Philippines. It encourages going to contact Len now for an unknown reason or purpose.
The document discusses website creation and management tools that are useful for e-TESOL. It explains that creating a website is the first step to participating in internet activities and that a website can serve as a platform for communication, interaction and information exchange for e-TESOL. It recommends reorganizing one's blog to have a clean layout with easy to find information. It also discusses FTP programs for file transfer over the internet, word processors as fundamental e-TESOL tools, and presentation software to create sequences of words and graphics to support speeches or presentations.
The document outlines Lenilynne Go's 20-year marketing plan to create and promote her Perfect foodNut brand. In the first 5 years, she plans to focus on establishing her vision, personal roles, and beginning to talk and train others. From years 5-15, she will work on brand launching and running her vision. Her long-term goal is that from years 15-20, she will advance her brand by beating milestones and personal records with each new product launch and expanding her brand's global reach.
The document promotes contacting Len, who is described as a "Perfect 10" and perfect 4'10" person working in blue and white land at SOJITZ Philippines, encouraging the reader to contact Len if they want perfection.
This document discusses trends in media, including it becoming more addressable, portable, social, interactive, and data-driven. It emphasizes incorporating paid, owned, and earned media for intention marketing. Specifically, it recommends delivering integrated messaging to create awareness, directing curious users to brand experiences, and making users full partners in the creative process.
The document discusses trends in consumer engagement and digital technology. It notes that 9 out of 10 Australians now go online, with over half having broadband access. The next billions of users coming online will be mobile users. Social networks like Facebook are increasingly important ways that people engage with friends, family and content. Advertisers are exploring new forms of interactive and mobile advertising known as "advertainment" to engage consumers in this digital world. The document provides examples and case studies of companies that have successfully engaged consumers through social and mobile strategies.
The reality of engaging with the public, generating ROI and cross channel suc...Digital Next Australia
This document discusses strategies for driving social media engagement. It examines common social drivers like fame, ego and rewards that motivate individual interaction. It provides examples of campaigns that used video uploads, photo sharing, liking pages, branded posts and conversations to engage users for prizes or participation. The document advocates understanding what motivates your target market to interact, balancing different interaction methods based on ability, and being adaptable to surprises in user behavior.
The document discusses trends in consumer engagement and online behavior. It notes that over 90% of Australians now go online, with mobile internet use growing rapidly. Social networks like Facebook are deeply integrated into people's daily lives, with many checking them immediately upon waking. The lines between advertising, entertainment and social engagement are blurring, with new formats like "advertainment" and "advergaming" emerging. Marketers are encouraged to provide engaging, social and mobile-friendly experiences to connect with digital consumers.
Digital Now Australia 2010
Fregus Kibble's Presentation
The earned media landscape is evolving and our audience is demanding new standards of communication -- immediate, transparent and inclusive of their own voice. While PR has always focused on relationships, engagement and communications, the shifting dynamics of influence have had a significant impact on the role of PR and communications. In this session we will explore how social media has changed the way brands are perceived in the public domain and what this means for strategic communications and reputation management. Gain insights into local and international brand campaigns that are using digital opportunities to drive conversation, buzz and ultimately media coverage. You will know who's getting it right and how you can do it even better with an understanding of the keys to success.
This document discusses trends in online consumer behavior in Australia based on a large study of internet usage. It finds that Australians are spending more time online, especially on mobile devices and tablets. More time is being spent shopping and using social media online, while personal email usage is declining. Government websites are frequently accessed for information. Australians are increasingly interacting with brands and commenting online about purchases. The document advocates for governments to provide both basic and advanced online services tailored to different audience levels of digital sophistication.
This document discusses trends in online consumer behavior in Australia based on a large study of internet usage. It finds that Australians are spending more time online across more devices, with large growth in mobile and tablet usage. Consumer behavior is also evolving, with social media and user generated content playing a bigger role in consumers' purchase decisions and experiences. Marketers need to meet consumers across online and offline channels, and consider new ways of engaging consumers through gaming and social media.
The document discusses behavior change and TNS's approach. It covers the latest thinking in behavioral sciences, including the dual process model and behavioral economics. It then discusses TNS's behavior change framework, which takes a systematic approach using behavioral research, environment audits, belief diagnosis, and behavioral segmentation to develop strategies. The strategies can include policies, environmental restructuring, services, and communication campaigns. Case studies are also discussed. The goal is to understand behavior and influence it through informing, motivating, regulating, and setting contexts to design effective behavior change programs.
The document discusses how politics and governance have changed with the rise of the Internet and digital technologies. It has led to increased public distrust in government and rising communication costs. New ways for governments to engage include using behavioral insights to influence policymaking, harnessing social networks for advocacy, and maintaining "always on" communications. Specific strategies discussed are applying social norms, choice architecture, positive recognition, leveraging social influencers, utilizing citizens' spare time, and treating policy campaigns like games to motivate participation. The document also outlines how political campaigns organize constant monitoring and rapid response in today's 24/7 news cycle.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
The document summarizes Fuze's participation in the College Fest 2007 event in Boston over the weekend of September 22-23, 2007. Fuze distributed 100 cases of their drinks to over 15,000 college students through a 10x10 booth near the entrance. Students were excited to sample various Fuze flavors and entered a raffle for Fuze merchandise. The Fuze area was very popular and successful in promoting the brand to college students through sampling and giveaways.
This document summarizes the typical costs associated with artificial groundwater recharge projects in India. It provides cost estimates for drilling recharge wells, which range from Rs. 100-200/m for manual drilling in alluvial areas to Rs. 1000-1400/m for drilling in hard rock using a DTH rig. It also estimates costs for other project elements like PVC casing (Rs. 250-400/m), excavation (Rs. 160-300/cu.m depending on soil type), concrete (Rs. 2500-3500/cu.m) and filter materials (Rs. 1000-1200/cu.m). Overall, the document estimates a thumb rule cost of Rs. 5000/cu.
Water is a finite resource that is essential for life but only makes up a small percentage of the Earth's total water. Conservation of water resources is important to prevent pollution and depletion. Water Solutions is a company that provides sustainable groundwater management services using scientific and technical expertise. Their services include hydrogeological investigations, modeling, and turnkey solutions for groundwater development and management projects. They have completed various projects for clients like airports, industrial parks, and real estate developers.
This document discusses water solutions provided by Water Solutions for various clients. It describes conducting hydrogeological investigations and developing groundwater management plans for Honda Seil in Rajasthan and British Petroleum in West Bengal to assess water availability and sustainability. For Jindal Steel and Power in Orissa, a watershed management plan was developed using tools like remote sensing and GIS to identify areas for groundwater development, rainwater harvesting, and artificial recharge structures. Advanced techniques were used to study the hydrogeology, compute surface water runoff, and design water harvesting structures.
The document discusses the benefits of meditation for reducing stress and anxiety. Regular meditation practice can help calm the mind and body by lowering heart rate and blood pressure. Studies have shown that meditating for just 10-20 minutes per day can have significant positive impacts on both mental and physical health over time.
Cebu Pacific targets budget travelers, especially young professionals looking for affordable travel. Its main competitors are Airphil, ZestAir, SEAir, and PAL. Cebu Pacific dominates the market with its low-cost strategy, offering the lowest fares through frequent promotional sales. It has captured a large audience through effective online promotions on its website, Facebook, and YouTube. Cebu Pacific's winning strategy is to operate as a low-cost producer through having an efficient and young fleet, paperless ticketing, and frequent flights to a wide network of destinations.
The document outlines a 10 step marketing plan for Cebu Pacific Air. It analyzes Cebu Pacific's target market as price-sensitive Filipino travelers seeking affordable travel. The domestic passenger market size is estimated at 20.57 million in 2012, with Cebu Pacific having a 45% market share. The plan details Cebu Pacific's competitive advantages like its large route network of domestic and international destinations and promotional prices that are 15-50% lower than competitors. It also discusses Cebu Pacific's marketing strategies like using online platforms and mobile apps for promotions and booking.
The document promotes contacting Len, describing her as a perfect 4'10" who spreads her blue and white wings in the land of SOJITZ Philippines. It encourages going to contact Len now for an unknown reason or purpose.
The document discusses website creation and management tools that are useful for e-TESOL. It explains that creating a website is the first step to participating in internet activities and that a website can serve as a platform for communication, interaction and information exchange for e-TESOL. It recommends reorganizing one's blog to have a clean layout with easy to find information. It also discusses FTP programs for file transfer over the internet, word processors as fundamental e-TESOL tools, and presentation software to create sequences of words and graphics to support speeches or presentations.
The document outlines Lenilynne Go's 20-year marketing plan to create and promote her Perfect foodNut brand. In the first 5 years, she plans to focus on establishing her vision, personal roles, and beginning to talk and train others. From years 5-15, she will work on brand launching and running her vision. Her long-term goal is that from years 15-20, she will advance her brand by beating milestones and personal records with each new product launch and expanding her brand's global reach.
The document promotes contacting Len, who is described as a "Perfect 10" and perfect 4'10" person working in blue and white land at SOJITZ Philippines, encouraging the reader to contact Len if they want perfection.
This document discusses trends in media, including it becoming more addressable, portable, social, interactive, and data-driven. It emphasizes incorporating paid, owned, and earned media for intention marketing. Specifically, it recommends delivering integrated messaging to create awareness, directing curious users to brand experiences, and making users full partners in the creative process.
The document discusses trends in consumer engagement and digital technology. It notes that 9 out of 10 Australians now go online, with over half having broadband access. The next billions of users coming online will be mobile users. Social networks like Facebook are increasingly important ways that people engage with friends, family and content. Advertisers are exploring new forms of interactive and mobile advertising known as "advertainment" to engage consumers in this digital world. The document provides examples and case studies of companies that have successfully engaged consumers through social and mobile strategies.
The reality of engaging with the public, generating ROI and cross channel suc...Digital Next Australia
This document discusses strategies for driving social media engagement. It examines common social drivers like fame, ego and rewards that motivate individual interaction. It provides examples of campaigns that used video uploads, photo sharing, liking pages, branded posts and conversations to engage users for prizes or participation. The document advocates understanding what motivates your target market to interact, balancing different interaction methods based on ability, and being adaptable to surprises in user behavior.
The document discusses trends in consumer engagement and online behavior. It notes that over 90% of Australians now go online, with mobile internet use growing rapidly. Social networks like Facebook are deeply integrated into people's daily lives, with many checking them immediately upon waking. The lines between advertising, entertainment and social engagement are blurring, with new formats like "advertainment" and "advergaming" emerging. Marketers are encouraged to provide engaging, social and mobile-friendly experiences to connect with digital consumers.
Digital Now Australia 2010
Fregus Kibble's Presentation
The earned media landscape is evolving and our audience is demanding new standards of communication -- immediate, transparent and inclusive of their own voice. While PR has always focused on relationships, engagement and communications, the shifting dynamics of influence have had a significant impact on the role of PR and communications. In this session we will explore how social media has changed the way brands are perceived in the public domain and what this means for strategic communications and reputation management. Gain insights into local and international brand campaigns that are using digital opportunities to drive conversation, buzz and ultimately media coverage. You will know who's getting it right and how you can do it even better with an understanding of the keys to success.
This document discusses trends in online consumer behavior in Australia based on a large study of internet usage. It finds that Australians are spending more time online, especially on mobile devices and tablets. More time is being spent shopping and using social media online, while personal email usage is declining. Government websites are frequently accessed for information. Australians are increasingly interacting with brands and commenting online about purchases. The document advocates for governments to provide both basic and advanced online services tailored to different audience levels of digital sophistication.
This document discusses trends in online consumer behavior in Australia based on a large study of internet usage. It finds that Australians are spending more time online across more devices, with large growth in mobile and tablet usage. Consumer behavior is also evolving, with social media and user generated content playing a bigger role in consumers' purchase decisions and experiences. Marketers need to meet consumers across online and offline channels, and consider new ways of engaging consumers through gaming and social media.
The document discusses behavior change and TNS's approach. It covers the latest thinking in behavioral sciences, including the dual process model and behavioral economics. It then discusses TNS's behavior change framework, which takes a systematic approach using behavioral research, environment audits, belief diagnosis, and behavioral segmentation to develop strategies. The strategies can include policies, environmental restructuring, services, and communication campaigns. Case studies are also discussed. The goal is to understand behavior and influence it through informing, motivating, regulating, and setting contexts to design effective behavior change programs.
The document discusses how politics and governance have changed with the rise of the Internet and digital technologies. It has led to increased public distrust in government and rising communication costs. New ways for governments to engage include using behavioral insights to influence policymaking, harnessing social networks for advocacy, and maintaining "always on" communications. Specific strategies discussed are applying social norms, choice architecture, positive recognition, leveraging social influencers, utilizing citizens' spare time, and treating policy campaigns like games to motivate participation. The document also outlines how political campaigns organize constant monitoring and rapid response in today's 24/7 news cycle.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
The document summarizes Fuze's participation in the College Fest 2007 event in Boston over the weekend of September 22-23, 2007. Fuze distributed 100 cases of their drinks to over 15,000 college students through a 10x10 booth near the entrance. Students were excited to sample various Fuze flavors and entered a raffle for Fuze merchandise. The Fuze area was very popular and successful in promoting the brand to college students through sampling and giveaways.
This document summarizes the typical costs associated with artificial groundwater recharge projects in India. It provides cost estimates for drilling recharge wells, which range from Rs. 100-200/m for manual drilling in alluvial areas to Rs. 1000-1400/m for drilling in hard rock using a DTH rig. It also estimates costs for other project elements like PVC casing (Rs. 250-400/m), excavation (Rs. 160-300/cu.m depending on soil type), concrete (Rs. 2500-3500/cu.m) and filter materials (Rs. 1000-1200/cu.m). Overall, the document estimates a thumb rule cost of Rs. 5000/cu.
Water is a finite resource that is essential for life but only makes up a small percentage of the Earth's total water. Conservation of water resources is important to prevent pollution and depletion. Water Solutions is a company that provides sustainable groundwater management services using scientific and technical expertise. Their services include hydrogeological investigations, modeling, and turnkey solutions for groundwater development and management projects. They have completed various projects for clients like airports, industrial parks, and real estate developers.
This document discusses water solutions provided by Water Solutions for various clients. It describes conducting hydrogeological investigations and developing groundwater management plans for Honda Seil in Rajasthan and British Petroleum in West Bengal to assess water availability and sustainability. For Jindal Steel and Power in Orissa, a watershed management plan was developed using tools like remote sensing and GIS to identify areas for groundwater development, rainwater harvesting, and artificial recharge structures. Advanced techniques were used to study the hydrogeology, compute surface water runoff, and design water harvesting structures.
The document discusses the benefits of meditation for reducing stress and anxiety. Regular meditation practice can help calm the mind and body by lowering heart rate and blood pressure. Studies have shown that meditating for just 10-20 minutes per day can have significant positive impacts on both mental and physical health over time.
Cebu Pacific targets budget travelers, especially young professionals looking for affordable travel. Its main competitors are Airphil, ZestAir, SEAir, and PAL. Cebu Pacific dominates the market with its low-cost strategy, offering the lowest fares through frequent promotional sales. It has captured a large audience through effective online promotions on its website, Facebook, and YouTube. Cebu Pacific's winning strategy is to operate as a low-cost producer through having an efficient and young fleet, paperless ticketing, and frequent flights to a wide network of destinations.
The document outlines a 10 step marketing plan for Cebu Pacific Air. It analyzes Cebu Pacific's target market as price-sensitive Filipino travelers seeking affordable travel. The domestic passenger market size is estimated at 20.57 million in 2012, with Cebu Pacific having a 45% market share. The plan details Cebu Pacific's competitive advantages like its large route network of domestic and international destinations and promotional prices that are 15-50% lower than competitors. It also discusses Cebu Pacific's marketing strategies like using online platforms and mobile apps for promotions and booking.
Cebu Pacific Air's 10 step marketing plan targets budget conscious travelers who want to experience an aspirational "jet setting" lifestyle. Their target market is young urban professionals aged 21-35. Cebu Pacific Air provides affordable flights to 34 domestic and 16 international destinations and uses frequent sale promotions. Their unique selling point is that they are a "no frills" airline, only charging for extras like checked luggage or food, in order to keep base fares low. They promote through various online and traditional media channels.
Cebu Pacific's target market is business and leisure travelers seeking an affordable and fun airline experience. It competes with Philippine Airlines and other local low-cost carriers. Cebu Pacific differentiates itself by offering the most routes, the youngest fleet, and a "Fun Flight" experience. The domestic airline market size is Php 40.41 billion, with Cebu Pacific holding a Php 19.48 billion market share. Cebu Pacific uses a low-cost approach, pricing 51% lower than Philippine Airlines to attract customers. It employs marketing strategies like promotions, advertising, and online booking to promote affordable, fun flights.
1. The 10-step marketing plan targets business travelers aged 35-45 from mid-level to top positions in companies. It aims to close the market gap against low-cost competitor Cebu Pacific by differentiating Philippine Airlines as a full-service premium carrier.
2. Philippine Airlines offers amenities like lounge access, business class, in-flight meals and entertainment, and a frequent flyer program. It promotes through advertising, events, online sales and partnerships.
3. Philippine Airlines serves over 30 domestic and 50 international destinations and can be booked online, through agents, or corporate accounts, with payment options like banks, stores and money remittance centers.
1. The 10-step marketing plan targets business travelers aged 35-45 from mid-level to top positions in companies. It aims to close the market gap against low-cost competitor Cebu Pacific by differentiating Philippine Airlines as a full-service premium carrier.
2. Philippine Airlines offers amenities like lounge access, business class, in-flight meals and entertainment, and a frequent flyer program. It promotes through advertising, events, online sales and partnerships.
3. Philippine Airlines serves over 30 domestic and 50 international destinations and pursues a differentiation strategy compared to its low-cost competitors by providing a wider route network and premium services.
This document outlines a media plan for a JetBlue campaign called "Blue Break" aimed at increasing vacation travel sales by 5%. The primary target audience is "Youthful Explorers", professional women ages 25-34. The $6.5 million budget will be spent on outdoor, digital, and spot cable advertising from December 2014 to July 2015 in 10 markets. The plan analyzes JetBlue's situation, objectives, target audience, competitors, and proposed media strategies and tactics to reach its goals.
Cebu Pacific Air is the largest domestic carrier in the Philippines with over 45% market share. To maintain its popularity and market leadership against growing competition, the case analysis recommends that Cebu Pacific strengthen its customer service before, during, and after flights. It also suggests adding more domestic and international flight routes to popular tourist destinations. This will provide customers with more options while also promoting tourism in the Philippines and generating more profits for the airline. The action plan outlines hiring new employees, training, announcing new routes and promo fares from January to June 2011, then monitoring key metrics like passenger volume and customer satisfaction on a monthly basis.
This document provides an overview of brand management strategies for Singapore Airlines. It discusses Singapore Airlines' vision and mission, the macroenvironmental factors it faces, its segmentation, targeting, positioning, marketing mix (4Ps), and branding journey. Key aspects of its brand strategy include a focus on premium service, innovation, and positioning through the iconic "Singapore Girl" symbol. The airline maintains a young fleet of fuel efficient aircraft and strives to be a leader in passenger experience through amenities and technologies.
This book is an in-depth media plan a group of students and I created for our Media Planning class junior year. After extensive research, we target an audience and strategically decide what media spots to buy.
This presentation covers the key learning & insights of the renowned OTA goibibo.com. This presentation was made during SIP program & was considered for best Summer Internship Report during final evaluation.
Loyalty and subscription in Travel & HospitalityI Meet Hotel
Bidroom organizes I Meet Hotel, a global conference connecting hoteliers to the future of hospitality. Since the COVID-19 outbreak, we have to take our conferences online.
I Meet Hotel conducted a survey with 1000s of hotels to design a webinar more suited for hoteliers. One of the subjects that were highlighted were Loyalty and Subscription in Travel & Hospitality;
In this session, we will cover Loyalty and subscription in Travel & Hospitality.
This webinar will feature;
Mark Ross-Smith, CEO @ Loyalty Data Co
Claudia Scharf, Director of Customer Success @ Loyalty Prime Ltd.
Amy Konary, VP and Chair, The Subscribed Institute @ Zuora
The webinar is being moderated by CEO and Co-Founder Michael Ros.
This presentation shows a Branding Strategy project for an MBA class at USC Marshall School of Business.
It suggests the increase of focus on the millennial consumer.
This document provides guidance for starting an airline, discussing important considerations like branding, business model selection, and cultural factors. It recommends carefully selecting an airline name that is memorable and avoids being too country-specific. Low-cost carriers require large networks and funding to be profitable, so a full-service model is suggested if capital is limited or routes have business travelers or lack competition. Cultural norms must also be considered, as the European/American low-cost carrier model has not always translated successfully (e.g. in Japan). Overall, the guide stresses properly analyzing market conditions to determine the best airline type and strategy.
1. After two years of travel restrictions, 2022 will see a resurgence in travel. While passenger numbers are expected to increase 150% compared to 2021, some pandemic measures may remain like mask requirements and sanitization.
2. Hotels are adapting to meet changing customer preferences, such as offering extended stay options to attract remote workers and prioritizing sustainability. Vacation rentals are also gaining popularity over hotels and public transport.
3. Cities will make a comeback as a tourism destination as people feel more comfortable visiting crowded urban areas again. Wellness travel is increasing in popularity as people focus more on health post-pandemic.
Kiplinger's Personal Finance - November 2023Lucky Gods
Fall foliage not the only thing turning vibrant this month! Kiplinger's Personal Finance for November 2023 is here, bursting with **colorful insights and golden money-making tips to ignite your financial fire! **
Forget financial chills - we're bringing the financial heat! Inside this issue, you'll find:
Harvesting financial bounty: Learn to grow your savings, reap investment rewards, and make your bank account plumper than a Thanksgiving turkey!
Heating up your holiday budget: Beat the festive frenzy with savvy gift-giving strategies and money-saving hacks.
Retirement rekindle: Rethink your retirement plan and stoke the flames of financial security for a cozy golden age. ️
Black Friday bonanza: Master the art of smart shopping and snag the hottest deals without getting burned. ️
Plus! Bonus content: Cozy financial reads, delicious fall recipes, and expert tips for stress-free holiday planning. ♀️
Kiplinger's Personal Finance - your financial furnace for a warm and prosperous November! Grab your pumpkin spice latte, curl up by the crackling fire, and let us guide you to a financially snug and satisfying season! ☕️
Southwest Airlines is the largest domestic carrier in the US based on passengers carried. It was founded in 1971 with a mission of providing low-cost, high-frequency, point-to-point flights. Southwest pioneered many customer-friendly policies like online booking and ticketless travel. It focuses on strong customer service and loyalty through low fares and programs like Rapid Rewards. Southwest uses a point-to-point routing on a single aircraft type to keep costs low and efficiency high.
2020 has been a profitable year for many investors despite the Covid-19 pandemic. Today the question is how to make safe investments going forward.
https://youtu.be/Me2sVWxBS1o
DragonAir has been a well-loved regional Hong Kong airline for over 30 years. Its rebrand to Cathay Dragon will continue to keep its traditions while also transitioning to an enhanced experience for its customers.
Insignia Tourism Marketing is an Indian company that specializes in customized outbound tourism experiences. It entered the market in 1998 with a focus on unique, personalized vacations for independent travelers ("FITs") under its brand "Mosaic Holidays". The company operates through a network of travel agents but faces gaps in its service model including a limited geographic footprint and lack of exclusivity and product knowledge among distributors. To address these issues, the company plans to adopt a "mass through niche" direct marketing approach with a wider range of specialized package types to appeal to different customer segments.
Similar to Go lenilynne v53 10 step marketing (20)
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
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Go lenilynne v53 10 step marketing
1. 10 STEP Marketing Plan for Cebu Pacific Domestic Airfares Lenilynne Go Feb 2011 1 lenilynnego.blogspot.com
2. This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class. The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports. When appropriate, data are “masked” so as not to create unexpected conflicts. The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes. Disclaimer lenilynnego.blogspot.com
3. Cebu Pacific domestic airfares primary target market are the Budget Conscious Travelers Who need to travel low cost so they can spend more on other things They can choose AirPhil Express; Sea Air; Zest Air or Philippine Airlines for these domestic travels. The opportunity gap lies in the need to veer away from traditional airlines model to a Low Cost Carrier one. The market size is around Php 24.8Billion Steps 1 to 5Summary headline of your PTM and market lenilynnego.blogspot.com
4. Steps 6 to 10Summary headline of the marketing mix & strategy Cebu Pacific Domestic Airfares are offered all year round and serves to 33 domestic destinations in Philippines. These are positioned to be priced lower than traditional airlines, but can be higher as well. Promotions always have catchy numbers as base fares And these are announced over their website/online ticketing. Cebu Pacific is the pioneer in the industry for being Low Cost but Operationally Efficient as their generic winning strategy. lenilynnego.blogspot.com
5. 1. Cebu Pacific Domestic Airfares’ Primary Target Market are the Budget Conscious Travelers Ages 21-35; Male and Female; Classes lower B and broad C; can be Single or Married They are young professionals who are seeking to vacation abroad or outside of their cities and are on a tight budget. They are internet savvy as well, and loves to move around and be on the go all the time. They usually travel during holidays and long breaks, mostly for leisure. They are not particular about comfort travel for the meantime. They also have credit cards and are not afraid to use credit online. lenilynnego.blogspot.com
6. PTM needs to belong to a group experience but within a budget Ability to travel is a status symbol Need to belong to a group Activity such as travel Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler 6 lenilynnego.blogspot.com
7. 2. PTM’s needs, wants & demands Budget Conscious Travelers need to socialize and bond with family or friendsin a different atmosphere. Travel boosts their self esteemas it creates a sense of pride and a status symbol since travel before is seen to be a luxury. They want low price fares without compromising safety; with a no hassle experience. They in turn demand value for their money even if comfort is not there, as long as it has the basics and fits within their budget. lenilynnego.blogspot.com
8. 3a. Direct and indirect products that address my PTM’s NWD Direct Competitors: Air Philippines Zest Air Philippine Airlines Sea Air lenilynnego.blogspot.com
9. 3a. Direct and indirect products that address my PTM’s NWD Indirect Competitors: Sulpicio Lines Negros Navigation WG&A Lines MBRTS Lines Bus Lines for intra Visayas, intra Luzon and intra Mindanao travel Variables for choice: Price, Reason for Travel; Frequency and Time Period of Travel; Comfort; Destinations Available lenilynnego.blogspot.com
11. 3b. Cebu Pacific’s Competitive Positioning against other Domestic Airlines lenilynnego.blogspot.com
12. 4. Cebu Pacific Domestic Airfares is strongly positioned as a Low Cost Carrier Cebu Pacific saw the need for cost effective and time efficient domestic travel and is the pioneer in the Low Cost Great Value position. Other Airlines such as AirPhil Express (LCC of PAL); Zest Air (formerly Asian Spirit) and SEA Air have followed suit since then. Traditional positioning have been on SAFETY; RELIABILITY and perks such as mileage points. lenilynnego.blogspot.com
13. Was adopted starting only in Y2005; and has grown since then Company grew and added more domestic routes as well as international routes MAIN POSITIONING : IT’S TIME EVERYONE FLIES! 4. Cebu Pacific’s Position as a Low Cost Carrier lenilynnego.blogspot.com
14. 5a. Market Share of Customers shows 16.06Mil Passengers TOTAL INDUSTRY REVENUE: 16.06MilPassengers x P1549* per flight fare = Php24.8Billion *based on average price comparisons lenilynnego.blogspot.com
15. 5b. Cebu Pacific’s Market Share Against Competitors is 49% CEBU PACIFIC DOMESTIC TRAVEL RECEIPTS AT Php14.2Bil lenilynnego.blogspot.com
16. 5c. Customer Data indicates a total travel of 3 x a year Travel for the following purposes: Leisure = 2x per year Business = 1x per year Total of 3x per year Yearly travel expenditures = 3 x Php514* = Php1542 for transportation TOTAL INDUSTRY at 1.06Mil per year x P1542 fare expense = Php24.76Billion * Based on DTI data http://www.tourism.gov.ph/Downloadable%20Files/revHSDV2009PressRelease.pdf lenilynnego.blogspot.com
17. 5. Domestic Air Travel Market Size is Php 24.8 Billion pesos per year Competitor data= Php 24.8Billion Company data = Php 26Billion Customer Usage data = Php 24.76Billion lenilynnego.blogspot.com
26. 6b. Product Description Cebu Pacific Domestic Airfares has 2 kinds: 1.) “Go” Fare – regular fares all year round; with 15kg checked in baggage and 7kg carry on 2.) “ Go Lite” Fare – less Php100 for No checked in Baggage but with 7kg carry on lenilynnego.blogspot.com
27. Cebu Pacific’s On-time Performance Definition of On-time Performance In accordance with industry standards, an 'on-time' departure is one that departs from the designated bay no more than 15 minutes from the scheduled departure time. Source: http://www.cebupacificair.com/aboutus/ lenilynnego.blogspot.com
28. 6b. Comparisons with other Domestic LCC (Low Cost Carriers) Points of Difference Operates the youngest fleet in the country; average age 3.36 yrs Can choose “Go Lite” or no baggage allowance at a discount of P100 Food onboard for sale No mileage accrual Can be paid via Bank if no credit card Points of Parity Offering Low Fares Most domestic routes offered are same Can be booked online or through travel agent Performance is relatively on-time Online Credit card payment is accepted lenilynnego.blogspot.com
29. 7. Price From Zero to 1Peso for Base Fare to other catchy numbers such as “888”, “88”, “666” etc. Add ons such as insurance, seat allocation, and baggage are on passenger’s choice CATCH bookings are made for travel from 6months to 1year from date of booking/payment Regular Low Fares all year called “GoFares” lenilynnego.blogspot.com
30. 7. Price Comparison Surprisingly, without promo Cebu Pacific is most expensive!!! lenilynnego.blogspot.com
31. Low cost only during Promos Roll out promos almost every month but with limited seats and limited time Forward booking sales for Promos Counter these low fares by being highest on the regular fares 7. Cebu Pacific Pricing Strategy lenilynnego.blogspot.com
32. 8a. Which of these modes does Cebu Pacific use? 1 2 5 4 3 lenilynnego.blogospot.com
33. 8. Promotions Mix Internet / Online Sales Social Media such as Facebook, Twitter, Youtube Email advisories about Promos etc Word of Mouth from passengers (no need for Celebrity Endorsers unlike Seair who used Mark Nelson) Experiential – Flies the 50th Million traveler for free for 1 year Press Releases lenilynnego.blogospot.com
37. 8a. Too much traffic System Bogged Down! GOOD SIGN THAT THEY DO GENERATE HIGH INTEREST FROM THEIR INTERNET SAVVY TARGET MARKET! lenilynnego.blogspot.com
38. 8a. Social Media Statistics 90,000 likes on Facebook 84,000 followers on Twitter 9Million views ++ for Videos of FAS dancing lenilynnego.blogspot.com
39. 8a. Social Media: You Tube Video of FAS dancing Sep2010; 9.8Million views (96% liked it or 18,007likes and 693 dislikes) http://www.youtube.com/watch?v=Lqh8e2KYIrU&feature=related Female Version http://www.youtube.com/watch?v=40O0lROkLWI Male Version lenilynnego.blogspot.com
40. 8a. Press Releases Online about Awards From www.cebupacificair.com lenilynnego.blogspot.com
45. 9. Place Mainly sold on the Internet They also have Direct Sales through booking offices They also have Call Center sales Government or corporate client accounts 3rd party sales outlets lenilynnego.blogspot.com
46. 10. What is the generic winning strategy? Which of the 4 strategies are being used? (bold and underline to most dominant strategy) Low Cost Producer by being Operationally Efficient Supply and Distribution Leverage Differentiation Niche lenilynnego.blogspot.com
47. Low Cost by being Efficient in Operations Using young and new fleet less maintenance since it’s still new Faster turn around at Terminal 3 (so they can use the plane for many other routes) Don’t issue tickets (just email) and use only thermal paper for boarding pass More routes, more destinations, more frequent flights for higher seat load factor Generic Winning Strategy lenilynnego.blogspot.com
49. Cebu Pacific domestic airfares primary target market are the Budget Conscious Travelers Who need to travel low cost so they can spend more on other things They can choose AirPhil Express; Sea Air; Zest Air or Philippine Airlines for these domestic travels. The opportunity gap lies in the need to veer away from traditional airlines model to a Low Cost Carrier one. The market size is around Php 24.8Billion Steps 1 to 5Summary headline of your PTM and market lenilynngo.blogspot.com
50. Steps 6 to 10Summary headline of the marketing mix & strategy Cebu Pacific Domestic Airfares are offered all year round and serves to 33 domestic destinations in Philippines. These are positioned to be priced lower than traditional airlines, but can be higher as well. Promotions always have catchy numbers as base fares And these are announced over their website/online ticketing. Cebu Pacific is the pioneer in adopting the Low Cost Carrier model and adopts this by being Operationally Efficient as their generic winning strategy. lenilynngo.blogspot.com
51. 10 STEP Marketing Plan for Cebu Pacific Domestic Airfares Lenilynne Go Feb 2011 51 lenilynngo.blogspot.com