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Star Alliance


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My Third marketing project, giving the break down of our topic. It was an outer space attraction based out of Houston Texas.

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Star Alliance

  1. 1.
  2. 2. Mission Statement<br />Star Alliance’s mission is to open the space frontier to private, elite citizens. Not only will we benefit those elite, but achieve the goal of making Star Alliance an experience open to all. Alliance will surpass the customer’s expectations for their experience, while also ensuring the safety and comfort of our “astronauts.”<br />
  3. 3. Slogan<br />Star Alliance:<br />Experience where the sky ends and infinity begins.<br />
  4. 4. BrandPersonality<br />Elite<br />Customer Oriented<br />Better Value<br />Safe<br />Unique<br />
  5. 5. Location<br />Based in Houston, Texas<br />Just down from NASA’s Lyndon B. Johnson Space Center<br />
  6. 6. WeatherConsiderations<br />**Averages about 47 inches of precipitation a year**<br />rain/weather conditions could have effect on ability to complete missions<br />
  7. 7. Predispositions<br />
  8. 8. Positioning<br />Safety and training backed by NASA<br />Offer variety of “missions” for special interests of passengers<br />Will go above and beyond to create the desired experience<br />Better value than competition<br />No long waiting period after signing up<br />Unsurpassed technology<br />On hand staff who have worked in the field for many years<br />
  9. 9. What we Fly…<br />“Alliance 1”- developed under a partnership between Boeing and NASA<br />Travels max speed of3,200mph<br />Enough seating for 50 passengers<br />Includes “zero gravity” chamber<br />Ceiling of craft “fades” to be see through (like glass bottom boat)<br />
  10. 10. Available “Missions”<br />Lunar Experience<br />Tour around the moon and visual of where the first man landed on the moon<br />Around the World Experience<br />Circle earth for 6 hours<br />See famous landmarks from space (ex. Great Wall of China, Great Barrier Reef, etc.)<br />Zero Gravity Experience<br />Passengers taken just outside of earths atmosphere for hours of floating and experience the life of astronauts in space<br />Special Missions<br />Available upon request, at additional cost<br />Ex. Private dinner in space, encounter solar/lunar eclipse, or meteor shower(s)<br />
  11. 11. Target Market Demographics<br />
  12. 12. Target Market Psychographics<br />Ambitious<br />Successful<br />Educated<br />Well Traveled<br />Bold<br />Risk taker<br />Adventurous<br />Elite<br />Well Known<br />Enjoys extraordinary things<br />Focused on status<br />
  13. 13. Target Market Segments<br />Executives/CEO’s<br />Ex. GOOGLE CEO<br />Young Elite<br />Heirs of companies/fortunes<br />Ex. The “Paris Hiltons”<br />Celebrities<br />Ex. Lance Bass<br />
  14. 14. Competition<br />
  15. 15. Competition<br />Space Adventures<br />Est. in 1998<br />Offers options for “tours”<br />Cost upwards of $100 million<br />Virgin Galactic<br />Est. 2005<br />Offers one “mission”<br />Includes extensive training<br />$200,000/person <br />
  16. 16. STRENGTHS<br />WEAKNESSES<br />Opportunities<br />Threats<br />S.W.O.T. Analysis<br />
  17. 17. WEAKNESSES<br /><ul><li> Lower cost than competition
  18. 18. No special training needed for passengers
  19. 19. Top of the line technology
  20. 20. Backed by NASA and Boeing</li></ul>Opportunities<br />Threats<br />Strengths<br />
  21. 21. STRENGTHS<br /><ul><li>Small market with affordability
  22. 22. Cost
  23. 23. Not as well known as competitors</li></ul>Opportunities<br />Threats<br />Weaknesses<br />
  24. 24. STRENGTHS<br />WEAKNESSES<br />Threats<br /><ul><li> One day open up to mass population
  25. 25. As technology improves, extended tours further out
  26. 26. Taking part in scientific research</li></ul>Opportunities<br />
  27. 27. STRENGTHS<br />WEAKNESSES<br />Opportunities<br /><ul><li>Current Economy
  28. 28. Two other competitors</li></ul>Threats<br />
  29. 29. What Alliance Offers<br />
  30. 30. Differentiation<br />Advanced Aircraft<br />No other aircraft like it<br />Ceiling “fades out” while in space so you can see above your head<br />Gravity control system<br />Various “Mission” Choices<br />Lunar Experience<br />Around the Earth<br />Zero Gravity Flight<br />Special Flights<br />Space Station visit<br />Real Astronaut Tour guide<br />on each flight to educate an point out significant things<br />Plush leather seating<br />Leg room<br />Partnered with NASA and Boeing<br />Centralized launching location<br />NASA Certified flight technicians<br />
  31. 31. Customer Experience<br />Tours ranging in time<br />Range from 6 hours to 12 hours<br />Staff with years of hands on experience in the field<br />Able to talk to real life astronauts during “missions”<br />Comfort during flight<br />Plush leather seats<br />If mission is canceled due to weather…<br />Options made available for later date at discretion of passenger’s<br />
  32. 32. Profit Centers<br />