Buyers Behaviour Virgin Atlantic

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  • Topic: Virgin Atlantic Airways, British Airways, James Bond
  • Pages : 9 (2942 words )
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  • Published : March 29, 2013
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Applied Buyer Behavior in Global Context
Module Code: MGT 5A1
Applied Buyer Behavior in Global Context
Module Code: MGT 5A1

Analysis of Virgin Atlantic Commercial 2010.

Available link at: http://youtu.be/lGyp1I39eho

Module tutor: Jenny Bratherton

Word Count: 2606

Analysis of Virgin Atlantic Commercial 2010.

Available link at: http://youtu.be/lGyp1I39eho

Module tutor: Jenny Bratherton

Word Count: 2606

By Maria Timchenko
By Maria Timchenko

Table of Contents:

1.Introduction…………………………………………………………………………………………………….……………..page 3 2. Target Market……………………………………………………………………………….……………………...………..page 3 3. Service offered……………………………………………………………………………………….………………………page 4 4. Seasonality…………………………………………………………………………………….………………………...…….page 4 5. Positioning of the commercial……………………………………………………………….……………………..…page 5 6. Reason for the commercial………………………………………………………………….………………………….page 5 7.Perception…………………………………………………………………………………….…..……………………………page 5 8.Persuasive analysis……………………………………………………………………………………………………...…page 7 9.Buying process……………………………………………………………………………………………………………….page 10 10.Involvment levels and risk perception…………………………………………………………………...………page 10 11.Conclusion……………………………………………………………………………………………………………………page 11 12.References………………………………………………………………………………………………………...………….page 12

1) Introduction.
This essay will analyze the advertising campaign of Virgin Atlantic 2010. Richard Branson founded Virgin Atlantic in the early 1980s. Originally it was called British Atlantic Airways, later changed to Virgin Atlantic Airways. The first flight was from Gatwick to Netwark on the 22nd of June 1984 (Virgin Atlantic, 2012). The company launched a £6 m advertising campaign in 2010, which was James Bond themed (Guardian, 2010). The new advertisement helped the company recover from the recession. Now I will examine how exactly it was achieved and what methods were used to obtain the best performance of the advertisement. 2) Target Market.

Market segmentation is a way of separating the consumers into different sections by their shared needs and personalities (Leon. G, 2010, p.28). The needs and values depend from person to person according to his culture (Leon. G, 2010, p. 366). The VALS (values and lifestyles) segmentation system clearly shows the type of audience this commercial is aiming at (Leon. G, pp. 84). This system divides consumers into eight distinctive subcategories, which consist of: thinkers, achievers, experiencers, believers, strivers and makers. The subcategories this advertisement will appeal to are: innovators because they are receptive to new technologies and who can experience the innovated technologies at a Virgin Atlantic flight; achievers because they are goal oriented consumers who like to display success to their piers, which they can display by flying Virgin Atlantic as it is high class airlines; experiencers because they like to spend their income on fashion, socializing and entertainment which Virgin Atlantic offers through great service, food, entertainment and their flights are considered as ‘trendy’. The social comparison theory states that the consumer with higher purchase ability tends to have a higher status; this is a proof why achievers like to spend on luxurious products and services (Leon. G, 2010, p. 338). This commercial appeals to all the five effective target-marketing segments (Leon. G, 2010, p. 73). It is identifiable as it clearly distinguishes the shared needs, age and gender of the consumer. The consumer is a businessman or career orientated workingwoman who prefers high-class service. The age would appeal to Generation Y that is born from 1980 and on wards (Leon. G, 2010, p. 410). The Generation Y spends 150 billion annually and is into innovation and luxury while Generation X is considered as ‘sophisticated’ group. Virgin Atlantic Airways allows children ages 5 and above to travel or should be accompanied by an adult (16+). Pets are accepted if they...
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