Marketing Paper

PART A: Consumer Segments 1) The inexperienced high school sports team - ranges from 13-18 years old - low usage/travel rates - no/unsubstantial loyalty status - require more customer assistance due to unfamiliarity of traveling alone - seeks great value for low budget As these customers don’t travel often, WestJet has to look for ways to target this segment other than with loyalty programs. With many high schools facing budget cuts (Yakima Herald), sport departments will be looking for lower airfare costs for teams’ away games. Many students traveling in sport teams often have not travelled alone, meaning they have needs differentiable from the average traveler. WestJet has been actionable towards this segment, creating an effective group travel program to cater to these customers. According to WestJet’s company website, benefits include the ability to make separate payments and last minute itinerary changes.
2) The cost-conscious suburban family
-family size of 3 or more
-low to middle income
-seeks fun/relaxing family vacations
-values seasonal/holiday packages
Majority of the Canadian population falls into the lower to middle class category (StatCan). They not only seek fun annual family trips in order to bring the family closer, they also make sure to plan trips within their income budget. Thus, they take advantage of vacation packages airlines offer during the holiday season. This social class segmentation is large enough that it is substantial for WestJet to target separately. WestJet offers a variety of vacation packages and cheaper airplane tickets compared to other rival airlines. WestJet also travels to a wide range of holiday destinations such as Mexico, the Bahamas, Barbados, and Hawaii, which gives these families a variety of destination choices.
3) The outgoing and adventurous international student
-between the ages of 18-25 (Generation Y)
-university education
-from different ethnic groups and different countries
-wants to travel around