Kensington College of Business
Report on Londonair Marketing Communications Plan to Mr. Ian Pirie Manager Director
Subject: Marketing Management
Professor: Neil Jones
(KCB) Student Registration Number: 9876786
Date Issued: 18th March 2001
Hand in by: 6th May 2001
Kensington College of Business
Wesley House, 4 Wild Court, Holborn, London, WC2B 4AU
Phone: 020 7421 3683 Fax: 020 7404 6708
Table of Contents
Unity Title Page
2.0-Londonair Marketing plan .05
3.0-Marketing Communications Plan ...06
4.0-Context Analysis 08
5.0-Londonair Communications Goals .09
6.0-Londonair Communications Strategy .10
7.0-Co-ordinated Communications mix 11
9.0-Control and Evaluation 12
1.1- About Londonair: Londonair is a medium sized airline that employs some 1,500 people. Londonair's headquarters are located close to London's Stansted airport. Londonair are the fourth largest carrier in the European holiday market, carrying over 2,000,000 passengers annually.
1.2- The Londonair Marketing Mix: 4Ps, 7Ps: The so-called "marketing mix" is a framework which acts as a guideline for us, marketers to implement a marketing concept. It consists of a set of major decisions areas that Londonair needs to manage in order to satisfy consumer needs. According to Kotler et al. (1999) the mix is a set of "controllable tactical marketing tools that the firm blends to produce the response it wants in the target market".
Product: in our case service or anything that can be offered to a market for attention, that might satisfy a want or need. Londonair customers have a want or need to travel. (Product Positioning Management): It is concerned with getting the positioning right, keeping it right, or changing it until it is right.
A high percentage of Londonair customers are first-time fliers of those who fly just once a year, most package holiday takers. Making use of these perceptual maps we can compare Londonair's positioning with the competition or to show the overall picture of our product range, as in the following figures.
Londonair's Market Position
Figure 1.0 Source: KCB Student 5562 Research(done on Paint)
Price: The amount of money charged for a Londonair service, or the sum of the values that consumers exchange for the benefits of having or using Londonair services. Our price strategy will be according to figure 1.0, low but with good value for money. Knowing this we will try to overcome our "cheap and cheerful image" without price increases.
The Pricing Decision: The influencing factors on pricing can make the setting of prices very difficult for Londonair marketing managers. Too high a price and we will not get the sales, too low and there is not enough revenue. From the point of view of the customer and the marketplace we must take note of the current level of prices being paid for similar services on sale in the market. When all costs have been considered the actual revenue received for that product can be checked to see if it is viable or otherwise.
Place: All the Londonair activities that make the service available to target customers.
Figure 0.0 Source: http://www.reppel.co.uk
In the context of services marketing, which is the case of Londonair, Booms and Bitner (1981) have therefore suggested an extended "7-Ps" approach that contains the following additional "Ps".
Promotion: Activities that communicate the product or service and its merits to target customer and persuade them to buy. We will be talking...