Marketing Strategy: Airlines
Question: Explain how and why the message and each of the four (4) promotional mix elements used by an airline would differ if the target audience were:
(1) Consumers who travel for pleasure (CP)
(2) Corporate travel departments that select the airlines to be used by company employees (TD)
Message
Ideas Expressed
Execution
How Presented
Brief intro:
-When an Airline has stated the mission and noted its target markets, they have several ways to promotionally communicate its messages.
- The airline will have to use different strategies for each target in terms of promotion.
-How and why are the target markets going to get our information?
Promotion Mix Elements
What type of messages would the airlines send to each of its target markets?
What’s the most cost-effective method with respect to the Airline’s target markets?
Advertising
“Any paid form of non-personal presentation and promotion of ideas, goods, services by identified sponsor”
Cost-effectiveness with respect to target market
Target Market: Awareness, Interest, Desire, Action
For Media, Message, Money
-Due to all the competition and clutter that’s out there, it’s hard to get the attention (awareness) of a potential consumer.
-For airlines to get the attention of a potential consumer, they can use multiple media vehicles for advertising i.e. Newspapers, Television, Websites, Magazines.
Consumers who travel for pleasure (CP):
-For example, when an airline wants to target people who travel for pleasure, they can use travel magazines as sources of reaching that target market. Using this route would be very cost effective to the airline versus a television or some other source of media.
-The type of message the airline can use is a travel lifestyle type of advertisement.
Corporations travel departments (TDs)
-Would be harder to reach these corporations. It would be more cost-effective to use other forms of communication.
Public
(1) Consumers who travel for pleasure (CP)
(2) Corporate travel departments that select the airlines to be used by company employees (TD)
Message
Ideas Expressed
Execution
How Presented
Brief intro:
-When an Airline has stated the mission and noted its target markets, they have several ways to promotionally communicate its messages.
- The airline will have to use different strategies for each target in terms of promotion.
-How and why are the target markets going to get our information?
Promotion Mix Elements
What type of messages would the airlines send to each of its target markets?
What’s the most cost-effective method with respect to the Airline’s target markets?
Advertising
“Any paid form of non-personal presentation and promotion of ideas, goods, services by identified sponsor”
Cost-effectiveness with respect to target market
Target Market: Awareness, Interest, Desire, Action
For Media, Message, Money
-Due to all the competition and clutter that’s out there, it’s hard to get the attention (awareness) of a potential consumer.
-For airlines to get the attention of a potential consumer, they can use multiple media vehicles for advertising i.e. Newspapers, Television, Websites, Magazines.
Consumers who travel for pleasure (CP):
-For example, when an airline wants to target people who travel for pleasure, they can use travel magazines as sources of reaching that target market. Using this route would be very cost effective to the airline versus a television or some other source of media.
-The type of message the airline can use is a travel lifestyle type of advertisement.
Corporations travel departments (TDs)
-Would be harder to reach these corporations. It would be more cost-effective to use other forms of communication.
Public