Nobody downloaded yet

Virgin Atlantic A Premium Brand - Essay Example

Comments (0) Cite this document
Virgin Atlantic – A Premium Brand Subject: Professor: January 11, 2012 Strategic marketing plans increase the demand for Virgin Atlantic Airlines’ services. The research delves on the implementation of Virgin Atlantic Airlines core value strategies…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER91.3% of users find it useful
Virgin Atlantic A Premium Brand
Read TextPreview

Extract of sample "Virgin Atlantic A Premium Brand"

Download file to see previous pages The company, Virgin Atlantic, implemented the core value marketing strategies (Czinkota, 2007). The company’s Steve Ridgeway, VirginAtlantic’s Marketing Director, focused on advertising the many benefits of flying the London and other skies within the comfortable passenger planes of Virgin Atlantic. Mr. Ridgeway joined Virgin Atlantic Airlines in1989. Ridgeway’s successful marketing strategies triggered his promotion to the more responsible and more hectic head of marketing position in 1992. The promotions activities included offering discounts and other special privileges to frequent flyers. The company offered busy airline travelers to enroll in the company’s frequent flyer programme. Ruth Blakemore, Virgin Atlantic’s Marketing Head, coordinates with Mr. Ridgway as one of the top marketing officers of Virgin Atlantic (Doyle, 2012). Further, the company implemented excellent quality customer services to increase customer demand(McDonald, 2007). The company’s in-flight catering service is on the same level as the catering services of other competing airline companies. The company’s airport retail area caters to the personal and other travel needs of the company’s airport passengers. Within the airports, the customers can easily access the busy duty free shops. The company also implements a prestigious product development as well as public relations campaign under the strong leadership of Mr. Ridgeway. Specifically, the company’s advertising budget is equal to two percent of the company’s overall turnover or revenues. The advertising campaigns are described as several short advertisements being handled by several professional advertising and promotions organizations (Doyle, 2012). Further, Virgin Atlantic’s management structure focuses on customer-based marketing. The company’s pricing and services are geared towards filling the current and future customers’ demands or wants. The company’s headquarters is in Crawley, near Gatwick. The organisation implements flexible communication activities within the line and staff setup. The organization is described as loose. One senior officer of the company described the management structure as filled to the brim with entrepreneurial trimmings, independent, and autonomy. Management exercises strong control of both the employees and the scarce company resources. Most of the company’s employees had prior experiences in other competing United Kingdom airline companies. The people are given the free will to make decisions within the necessity of wasting time trying to seek approval from the upper levels of management. The management policies include scrutinizing and managing organizational expenses and costs. Each sector of the airline company is mandated to reduce operating expenses. The company’s top three management officers are managing director Roy Gardner, managing director Syd Pennington, and finance director Nigel Primrose. The three officers report directly to Virgin Atlantic Airlines founder Richard Branson (Doyle, 2012). The company’s Managing Director Roy Gardner brings a vast airline operations experience to uplifting the operational management of the company. Gardner was the former technical director of Virgin Airways in 1984. Prior to his Virgin Airways stint, Gardner worked with Laker Airways. Garner also had several years’ experience working with British Caledonian Airways. Mr. Gardner’s airline experiences, prior to Virgin Atlanti ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Virgin Atlantic A Premium Brand Essay Example | Topics and Well Written Essays - 2000 words”, n.d.)
Virgin Atlantic A Premium Brand Essay Example | Topics and Well Written Essays - 2000 words. Retrieved from
(Virgin Atlantic A Premium Brand Essay Example | Topics and Well Written Essays - 2000 Words)
Virgin Atlantic A Premium Brand Essay Example | Topics and Well Written Essays - 2000 Words.
“Virgin Atlantic A Premium Brand Essay Example | Topics and Well Written Essays - 2000 Words”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Virgin Atlantic A Premium Brand

Business-Virgin Atlantic

...and European flyers. Virgin Atlantic customers mainly vary dependent on the operational routes. However, statistics have showed that the bulk of their customers come from the UK. The distribution of the UK customers is approximated to be 60% and the rest is constituted by worldwide customers. The business has categorized its customers dependent on the class they fly. It has the smallest group of customers under Upper Class passengers who are mainly business persons aged 35-45. The second group of customers flies under Premium Economy; customers flying here are fairly split between business and leisure flyers. The last grouping is the Economy passengers who constitutes the largest...
6 Pages(1500 words)Essay

Virgin Atlantic

...another, smaller company – such as when Virgin Atlantic spun off Virgin America. Another major philosophy is that the airline must deliver outstanding customer service. Branson also looks at his airline through the eyes of the customer. Moreover, Branson indicates that Virgin never wanted to compete on price, but, rather, on service, and that the backbone of the service end of the brand is the entertainment options, because that is what Virgin knows and does best. As for management style, Branson hires friendly people over experienced ones, and the company promotes from within. Branson also has a democratic management style, as he...
14 Pages(3500 words)Essay

Virgin Atlantic: Executive (Management) Briefing

...? VIRGIN ATLANTIC: EXECUTIVE (MANAGEMENT) BRIEFING Sir Richard Branson formed Virgin Atlantic in 1984. While originally conceived as a European airway, the organization has expanded to a variety of countries and continents. While Virgin Atlantic remains rooted at Gatwick Airport and London Heathrow Airport, it operates between the United Kingdom and North America, the Caribbean, Africa, the Middle East, Asia, and Australia. This executive briefing recommends the institution of an internal mentoring program with Virgin Atlantic. Within this context of understanding, the briefing further functions as a...
3 Pages(750 words)Essay

Virgin Atlantic A Premium Brand

...Virgin Atlantic – A Premium BrandVirgin Atlantic, based at the UK, operates in the airline business creating a unique brand in the air travel industry for last over two decades. It is indeed not a mean achievement that from a single route in 1984, it has expanded its operations to over 38 routes across North Atlantic, Asia, Africa, and Caribbean with 38 aircrafts at its disposal. Richard Branson, the owner of Virgin Atlantic, formed a strategic alliance with Singapore Airlines in 1999 by selling 49% shareholding to the latter. Since then...
8 Pages(2000 words)Essay

Marketing Principles of Virgin Atlantic

...on the brand, and developing hope in the minds of its customers, that is why it launched the “Red is back” campaign (Tellis 2009, p. 305). Similarly, when oil prices were increased, the Company had to figure out a way to explain its increased ticket prices to customers, it could do this by advertising its extraordinary inflight services, or offering something more than the other airlines. Social : during recessions, when consumers became price conscious, and other companies focused more on “affordability” and “savings” during their advertisement campaigns. Virgin Atlantic, however did just the opposite, they used emotional advertising to lure customers through promoting “fame” and bring...
13 Pages(3250 words)Assignment

Virgin Atlantic

...? Virgin Atlantic VIRGIN ATLANTIC Assess the major macro-environmental trends facing Virgin Atlantic as they operate in the airline sector and highlight the implications on the organizations strategic decisions of the trends identified. Virgin Atlantic is a UK airline, which forms part of Sir Richard Branson’s Virgin Group. In December 2012, Delta Airlines agreed to buy Singapore Airline’s stake that will need completion of approval by regulatory authorities. The airline’s headquarters are near Gatwick Airport in Crawley, West Sussex. They use a mixed Boeing and Airbus fleet, operating...
4 Pages(1000 words)Case Study

British Airways and Virgin Atlantic

...with A, B, C1 socio-economic background. Most of the customers cannot afford First class and premium airlines, where the prices are too high for them, but able pay for quality services proposed by Virgin Atlantic. Target market is divided into two broad categories: foreign and domestic customers. Psychographics segmentation includes values and attitudes of potential passengers. The main attitudes for Virgin Atlantic are truly high standards of services and excellent support services at comparatively low price (Virgin Atlantic, Cheap Flight Co.UK, 2006). Positioning Positioning strategy employed by...
6 Pages(1500 words)Essay

Virgin Atlantic Airways

...Virgin Atlantic Case Study Abstract Virgin Atlantic Airways has been on the cutting-edge of innovative implementations since its creation by entrepreneur Richard Branson in 1984. The airline company has been especially focused on guest satisfaction and has been able to therefore report high profit margins in the past year despite the airline industry’s overall lessened financial numbers as compared to years past. As various airline companies have seen their existences dwindle and/or completely decline, Virgin Atlantic has used forward thinking, steady leadership, brand evolution, and guest focused improvements to...
18 Pages(4500 words)Essay

Issue for Virgin Atlantic

... IT Issue on Virgin Atlantic In 2009, Virgin Atlantic Airways (VAA) faced a significant information and technology problem that reduced customer satisfaction and operations among employees. According to Mark Cameron, the head of IT infrastructure in VAA, the airline lacked an updated and proactive IT system that monitored clients on the plane and employees in their various departments (par 2). The air travel market was very competitive, and VAA desperately needed efficient and effective IT systems that link airport operations, data centers and other contact centers across the world. The system would solve problems relating to business applications thus facilitating quick and effective service to clients and meeting their demands... ...
1 Pages(250 words)Book Report/Review

Virgin Atlantic A Premium Brand determine the competitive strategies of a company (Eldring, 2009). Similarly, using this model the competitive strategy of Virgin Atlantic will be also determined. The following is the diagram of the Porter’s generic model: (Source: Mindtools, n.d.) The Cost Leadership Strategy The cost leadership strategy has two broad categories. One is the cost reduction, which is about reducing the cost to earn more profit. The other one is increasing the market share by cutting down the prices of product or services. In this kind of strategy the quality of product or services might go down. According to the findings, Virgin Atlantic did not apply or practice cost leadership...
8 Pages(2000 words)Assignment
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic Virgin Atlantic A Premium Brand for FREE!

Contact Us