Londonair Marketing Communications Plan
Institute of Business Administration & Management Assignment
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
9876786
Table of Contents
Unity Title Page
1.0- Introduction 03
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
8.0- Implementation 12
9.0- Control and Evaluation 12
10.0- Feedback ..13
11.0- Conclusions .14
12.0- Bibliography .15
9876786
1.0- Introduction
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
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
9876786
Table of Contents
Unity Title Page
1.0- Introduction 03
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
8.0- Implementation 12
9.0- Control and Evaluation 12
10.0- Feedback ..13
11.0- Conclusions .14
12.0- Bibliography .15
9876786
1.0- Introduction
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
Bibliography: Marketing Lancaster, G. and Reynolds, P Macmillan (1998) Marketing: Concepts and Strategies (3rd Edition) Dibb, S, Simpkin, L, Pride, W. and Ferrell, O. Houghton Mifflin (1997) http://www.exinfm.com /training/pdfiles/course02.pdf 03/05/2005 http://www.horvath-partners.com 28/04/2005 http://www.reppel.co.uk /marketing-theory mix-4ps-7ps 04/05/2005 Value Based Management.net Marketing Mix 4Ps Model 04/05/2005