How Virgin Atlantic Advertise Itself in the UK and Los Angeles - Essay Example

? How Virgin Atlantic advertise itself in the UK and Los Angeles Table of Contents Brand advertising and promotion in the UK and Los Angeles 3 Brand product and service strategies in the UK and in Los Angeles 7 Brand pricing and strategies in the UK and in Los Angeles 8 Distribution strategies in the UK and in Los Angeles 9 Reference 9 Bibliography 12 Brand advertising and promotion in the UK and Los Angeles Advertising, according to the words of Kotler is the paid forms of promotion of goods, services and ideas using the media like newspapers, televisions, radio etc. On the other hand promotion has been defined as that tactical marketing tool which is aimed at generating a desired response from the target market (O'Guinn, Allen & Semenik, p.11). The different forms of promotions can include strategies like advertising, direct marketing, sales promotion and even public relations. For a large and successful organization like Virgin Atlantic, the company uses various modes of advertising depending on the location or place where it tries to target. The type of advertisements or promotional strategies used depends on the consideration of the cultural barriers, language, attitudes of people towards such factors like advertising, advertising regulations and media infrastructures. In Los Angeles, Virgin Atlantic mainly advertises through the radio, print advertisements and publications. The following figure shows some of the print advertisements used in USA by the company. Figure 1: Print Advertisements in USA (Source: Virgin Atlantic, “Print Advertisements”) The company has recently launched its second phase of its global advertising campaign in Los Angeles. This has been titled as ‘Get Local’. This campaign targeted the ‘out of home’ advertisements which included bill boards, train shelters, buses, etc that runs in the top gateways in the US. This primary includes Los Angeles along with New York, Washington D C, San Francisco and Boston. This is a perfect picture of an adaptation strategy by the company as it not only highlights particular aspects of the upper classes flying experiences but also tailored to present certain nuances that resonate in the city in which they appear. The following is an example of an advertisement of Virgin Atlantic in Los Angeles. Figure 2: Example of advertisement of Virgin Atlantic in Los Angeles (Source: Virgin Atlantic-b, “GET LOCAL CAMPAIGN”) Following is an example of an advertisement used by Virgin Atlantic in UK. Figure 3: Print Advertisement in UK (Source: Virgin Atlantic-a, “UK Advertisements”) In 2003, Virgin Atlantic used e-mail marketing for the creation of a new standard of upper class air travel which had lie-down beds along with personal services in the upper class cabins. E-mail alerts were sent to the air travellers having a hypertext which directed them to the website of Virgin Atlantic. Under this system customers were able to take a complete look at the cabins which were introduced, the ticket options available and the check routes also. The idea was to attract the upper classes of passengers to pay for the premium prices by the exclusivity and comfort that the new cabins provided. Virgin Atlantics’ integrated communication schemes used membership schemes with benefits that enhanced the name of the brand considerably and helped in increasing the happiness and satisfaction of the customers also (Hackley, p.128). There are certain standardized marketing elements used by the airline for all places. These global marketing elements include its logo, brand value and distinctive airplanes. The brand value of the airline as “caring, honest, value, fun, innovative”, is found in all its communication and strategies. However, certain adaptive formats are evident in its accompanying international advertisements where it tries to translate its brand themes in certain culturally specific ways and at the same time tries to retain its international image. For example, it tries to draw passengers from Los Angeles through its bright, luxurious and royal advertisements highlighting the pompous, gaudy and festive character of the region (Zeithaml, p.515). Brand product and service strategies in the UK and in Los Angeles Product is something which is produced is offered in the market for satisfying the needs and wants of customers. In the airlines industry this product can be either of physical form as well as in the form of services like route networks, services, brand name or accessories. In terms of the products and services that the airline offers, there is a high level of standardization. This is mainly because the cultures, needs and desires in both countries are similar in many ways. The airline presents the same set of brands or services in both UK as well as Los Angeles. This includes the main two class system, the Upper Class and the Economy Class. It also provides a wide range of facilities for the younger passengers in both UK and the Los Angeles. The department which provides assistance to people having special travel needs is also present in both nations. This service is especially meant to make their journey as comfortable and easy as possible. The special assistance department is especially meant for making special plans for particular passengers for ensuring that their special travel requirements and needs are fully met (Virgin Atlantic-c, “Operation and ownership”). Although it is a premier airline and is mostly meant to cater to the high class in the society, it offers certain cheap flights in Los Angeles. One of its adaptive strategies includes lower flight fares along with the choice between three meals and free drinks. Brand pricing and strategies in the UK and in Los Angeles There are various factors which influences the price of a product. This includes market share that the airline holds, rivalry in the market or competitors, costs of materials or even the perceived value of the product in the consumers’ minds (Kotler, p.292). In the same way the pricing strategy of Virgin Atlantic would depend on the customers or passengers taking air travel, the competition in the market as well as the financial operating position existing in the market. The company has a single and standardised pricing strategy all across the globe but certain cheap flights are available from the United Kingdom. There are certain cheap flights flying from the UK to Hong Kong depending on the number of airlines existing between the two regions. Consequently the price of tickets is also influenced by the same. The overall pricing strategy of the airline seems to be globalised or in other words standardised. However, certain low fares or expensive flights are available which depends more on the needs and requirements of customers and less on the region where it flies. Thus the pricing strategy in both UK and Los Angeles for Virgin Atlantic remains the same because of the similar characteristics of the two regions. This strategy has one particular benefit for the brand. It helps the brand to retain a global image all across the world. With adaptations come a few difficulties such as difficulty in controlling the advertisements. Virgin Atlantic is said to undertake relationship pricing programs for those who use their services frequently. This is especially meant to maintain and strengthen favourable relationships with loyal customers. This is a self managed program in which members are allowed to see the number of miles they earned in their fights, view the recent activities, check balances etc. Thus it shows that even though the pricing strategies are standardized, they offer certain specific benefits and packages for customers to retain their loyalty with the organization and strengthen bonding with them (Virgin Atlantic-d, “frequent flyer program: flying club”). Distribution strategies in the UK and in Los Angeles The airline distribution of the fight in UK is much more widespread and enormous than in Los Angeles. In UK it also flies over short routes. In the year 2010, it has carried as many as 5.3 million passengers in UK which has made it the eighth largest airline in the region based on the number of passengers it carries (Cheap Airfares UK, “Virgin Airlines”). Although the network distribution in Los Angeles is much less as compared to that in UK, the airline gains significantly from the business passengers in the city. In Los Angeles, majority of the flyers using its services are business travellers and there has been a gradual increase in the number of business passengers since 2007. Since then there has also been upward shift in the airlines profits because it was able to attract a number of passengers from the British Airways which is its greatest rival in the United Kingdom. This has mainly on account of the business passengers that it has attracted. In 2007 and 2008, the percentage increase in business travellers was increased by more than 22% for the airline (Holiday Extras, “Flights to New York and Los Angeles popular”). Thus it appears that with regards to distribution of the airline, it is adaptive to the region where it flies. In UK the distribution is widespread; however, there is availability of low fares flights. On the other hand, in Los Angeles, there is less number of flights but the airline does well in carrying business passengers which account for majority of its revenue. The adaptive strategy in this context has been particularly beneficial for the company as the number of business passengers in Los Angeles has shown a gradual increase since the last few years. Reference Cheap Airfares UK. Virgin Airlines. No Date. December 02, 2011. < http://www.cheapairfaresuk.co.uk/flights/virgin-airlines.htm>. Hackley, C. E. Advertising and promotion: communicating brands. SAGE. (2005). Holiday Extras. Flights to New York and Los Angeles popular. No Date. Virgin Heathrow. December 02, 2011. < http://www.holidayextras.co.uk/airport-hotels/heathrow/thistle/virgin-heathrow.html>. Kotler, P. Principles of Marketing,12/e. Pearson Education India. (2008). O'Guinn, T., Allen, C. & Semenik, R. J. Advertising and Integrated Brand Promotion. Cengage Learning. (2008). Virgin Altantic-a, UK Advertisements. 2011. Advertising Library. December 01, 2011. < http://www.virgin-atlantic.com/en/us/allaboutus/pressoffice/advertising.jsp>. Virgin Altantic-b. Get local campaign. 2011. Los Angeles. December 01, 2011. < http://www.virgin-atlantic.com/en/us/allaboutus/advertising/la/index.jsp>. Virgin Atlantic. Print Advertisements. 2011. Advertising in the USA. December 01, 2011. < http://www.virgin-atlantic.com/en/us/allaboutus/pressoffice/advertising2.jsp>. Virgin Atlantic-c. Operation and ownership. 2011. Our Story. December 01, 2011. < http://www.virgin-atlantic.com/en/gb/allaboutus/ourstory/forstudents.jsp>. Virgin Atlantic-d. Frequent flyer program: flying club. 2011. Flyer Program. December 02, 2011. < http://www.virgin-atlantic.com/en/us/corporateandtrade/backstage/travellingwithus/frequentflyerprogram.jsp>. Zeithaml. V. A. Services Marketing. Tata McGraw-Hill Education. (2008). Bibliography Albaum. G. International Marketing and Export Management. 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