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Uploaded byJeff Jones
Virgin Airlines
Virgin Airlines is launching a new marketing campaign called "Operation: Fill the Plane" to address challenges with growing their fleet too quickly. They will focus on digital marketing like email campaigns and online advertisements to target business consumers. The campaign will emphasize enhancing customer experience and making bags fly free for online bookings. Analysis found routes and pricing could be more competitive. Social media, the app, and emphasizing "The Virgin Experience" will be revamped to improve the online presence and attract more customers.
Virgin Airlines
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- 2. Operation: Fill thePlane • Only 6 months until costs start to catch up with us from doubling our fleet • Must go to quick but effective marketing • Get the word out and flood the Internet • Email marketing/Bags Fly Free Advertisement • Target the business consumer
- 3. Ideas • Start acampaign, gain buzz • Sell more advertisement, mostly digital • Enhance customer/passenger experience • Extensive training for attendants and employees • Welcome more feedback
- 4. What we Found •Our network of routes can be extended more, so we can attract those business consumers we are looking for • The things that bother customers the most are unnecessary fees, hence the start of our bags free through online booking campaign • More competitive Pricing
- 5. SWOT Strengths • Loyal Customers •Innovation • Market Share • Brand Equity Weaknesses • Financial Position • Attracting consumers • Online presence • Advertisement/Communication • Weak brand
- 6. SWOT Opportunities • Acquisitions • Online •Takeovers • Emerging markets Threats • Price Wars • Economy • Competition • Fees • External Factors
- 7. Bags Free ThroughOnline Booking • New Campaign • When customers shop online, their bags fly free • Good strategy if it drives online business • Good look in the eye of the consumer
- 8. The Virgin Experience •“The Virgin Experience” • Advertise this, as part of the newly vamped Virgin Airlines • Enhance customer service past just the smiles and friendly faces. Build Rapport, get feedback
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- 10. Budget • Make “Bagsfree through online book” signature advertisement • Spend more on advertising, like about 3%-4% of total budget on advertisement • Add abroad advertisement • Allocate more to banner and social media advertisement • Keyword Search • SEO • Internal team advertisement
- 11. Social Media Revamp •Update all social media, combined around one common theme • Add more direct links, specifically for Online booking website • Do more promoting, giveaways • Ask for customer responses/feedback
- 12. SmartPhone App • Createconvenient, user-friendly app • Customer can check bags, check in/out, find flights • Deal notifications sent to app • “Experience” factor