Tania cruz pan am - brand positioning
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Repositioning the Pan Am brand in todays market. Addressed: Brand Positioning, Brand Value Pyramid, Brand Value, Brand Equity, Meaning
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Tania cruz pan am - brand positioning
- 1. Team Tonic AKI AKINOLA, TANIA CRUZ , ALEX VAZQUEZ, CHRISTINE YUN DMBA. BRAND STRATEGY R5. 12.13.13 New Market Opportunity & Recommendations TEAM TONIC
- 2. Table of Contents Once and Future Brand Target Market Operational Recommendations Touchpoints Customer Experience Business Viability
- 3. Once and Future Brand Pan Am History Brand Equity Hypothesis
- 5. Brand Equity
- 6. If Pan Am creates modern luxury airport lounges, then millennial travelers will have a venue where they can enjoy high quality goods and services experiencing emotional connectedness and the nostalgia of the glory days of flying. Hypothesis
- 7. Target Market Research Our Target Market Personas
- 8. Why the Millennial Travel Market ? 1.8 MILLENNIAL Travelers 20% Worldwide travel market & growing 196M trips $25-75 spent at airports In 2012 $217B spent in traveling
- 9. Demographic: • Ages: 21-36 • Income level: 75K+ or a trust fund baby • Education level: Bachelors+ Psychographic: • Personality: friendly, energetic, liberal • Attitudes: enjoys beautiful designs, cleanliness, fine food options, specialty drinks, freshness • Interests: travel, culture, reading, social media, clubs, festivals • Values: authenticity and word-of-mouth • Behavior: utilizes social media Brand Tribes: Who is the Affluent Millennial Traveler?
- 10. LYDIA Age: 34 Public Relations Manager STELLA Age: 29 Art Director ADAM Age: 27 Freelance Photographer
- 11. Operational Recommendations Fine Dining Work Spaces Showers and Saunas Retail Products Concept Board
- 12. Fine Dining Specialty Drinks ● Cocktails ● Artisanal beverages Dining ● Fresh Tapas ● Small plates Elixirs ● Made fresh at the bar ● Pressed and packaged
- 13. Independent Work Spaces ● Semi-private ● Full service printers ● Modern seating and desks ● Wi-fi access Conference Spaces ● Private ● 4-6 people capacity ● Webcams and screens available for online meetings ● Conference line and phone Work Spaces
- 14. ● Sauna and shower attached ● Steam generator ● Heated towels and robes ● Multi-directional water stream ● Complimentary toiletries ● Pre-programmed music console Showers and Saunas Apollo Steam Shower
- 15. Other Products Include: ● Notebooks ● Tech cases & accessories ● Neck pillows & blankets ● Coffee mugs ● Water bottles ● Location branded clothing Pan Am Products
- 16. Concept Board
- 18. Level 3 $500 a year ● includes first class service ● 6 complimentary showers or massages per year ● priority access and reserve meeting room options Level 2 $250 a year ● available after visiting Pan Am lounge 5x/year ● 3 complimentary showers or massages per year ● access to meeting rooms (if not reserved) Level 1 Free/pay-per-go ● can pay for Pan Am services and amenities ● wi-fi code provided by hostess All cards include complimentary drink on birthday month and access to wi-fi Pan Am Membership Tiers
- 19. Pan Am Website
- 20. Pan Am Mobile App
- 21. Customer Experience Customer Journey Brand Pyramid Meanings
- 22. On car ride to airport Walk to Airport from drop-off Check-in Luggage/ Wait in check- in line Wait in security line Exit security & check flight update on TV screen Find food options Order Burger King Walk to terminal Wait for food & eat at food court Board plane! Current Traveling Experience Walk towards gate TIME Pam Am Traveling Experience Checks Pan Am app for flight updates Walk to Airport from drop-off Arrive early at kiosk and check-in luggage Wait in security line Exit security & heads to Pan Am Lounge Greeted by Pan Am Employee & receives pre- ordered food Shop & Purchase Beats for Pan Am headphones Mingle at the bar with cocktails & tapas Board plane! On car ride to airport Pre-order food/drinks through Pan Am app Receives push notification to head to terminal INTENSITY Millennial Traveling Experience
- 23. I believe in being surrounded by beauty and class every step of the way and willing to pay a premium for it I am a millennial traveler with high-end preferences and a reputable image I feel important, ambitious, independent and stylish I get a comfortable, luxurious, and relaxed space to spend time in before and after a flight FUNCTIONAL EMOTIONAL ASPIRATIONAL MEANINGFUL Brand Value Pyramid I am amongst a driven, adventurous, and tasteful class of people COMMUNITY
- 25. Business Viability Positioning Matrix Business Model Canvas Brand Strategy Purpose Statement Positioning Statement
- 29. Brand Identity
- 30. Brand Architecture FOR PAN AM! FOR PAN AM! FOR PAN AM!
- 32. Purpose Statement Pan Am Lounge reignites the civility of flying by utilizing meaningful touch points to curate a luxurious traveling experience.
- 33. Brand Messaging Pan Am Lounge redefines tasteful modern luxury
- 34. Positioning Statement Through Pan Am’s modern luxury lounges millennial travelers will experience exemplary services, fine dining and high quality amenities reigniting the emotional connectivity of the civility of flying
- 35. Thank You Aki Akinola, Tania Cruz , Alex Vazquez, Christine Yun