From this research it is clear that Virgin Atlantic has pulled a number of marketing stunts and has engaged in marketing strategies that left other companies perplexed. The success of the marketing strategies adopted by Virgin Atlantic is reflected on the Company’s financial documents…
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And this overrides the definition of marketing, which as mentioned earlier is delivering what the customer needs. . Various ELEMENTS of Virgin’s marketing planning process: The Company’s marketing process can be investigated using the SOSTAC model: Situation Analysis: Virgin Atlantic is currently one of the most popular airlines in the UK, with a fleet of 42 aircrafts, and 34 registered destinations. It made a reported loss of 80.2 Million pounds, and has stopped flying to a number of destinations since the last two years. Objectives: The objective of the Company is to increase the passenger number, fly to profitable destinations and be the number one choice for passengers. Strategy: The Company plans on achieving it’s objectives by engaging in more effective marketing, cutting unnecessary costs and providing better and more unique services. It is important to conduct a market research in order to identify what passengers of today expect in an airline, whether they are concerned with service or price. The requirements of passengers has changed from the last couple of years, where the main concern for individual and business travellers was price alone. Things have changed since then and it is important to realign the company’s strategy according to customer’s needs. Tactics: The Company will seek to sponsor more international events and support more causes so as to spread the brand name and make it more attractive to prospective passengers. Virgin Atlantic will also focus more on business travellers and provide differentiated services for them through enhancing their departure lounges, providing internet access during the flight, offer round the clock service in long flights and making their seats more comfortable. Another market...
Center of discussion in this paper is Virgin Atlantic, one of UK’s most popular airlines, partially owned by Richard Branson (51%) and Singapore Airlines (49%) as a classic example of exemplary marketing strategies. The primary goal of the airline was to provide travelers with low cost travel opportunities with the highest quality. Subsequently their operations expanded to Miami, Boston, Orlando, Tokyo and Los Angeles. The Company’s uses all sorts of marketing techniques to promote its products which are mainly airline tickets and holiday packages. It uses print media, TV advertisements, posters and taxi sides to promote its logo and offers. The Company also offers a frequent flyer program that encourages loyalty in its existing customers, where customers are rewarded with free miles and “special services” such as access to lounges, dedicated phone and the like. The paper investigates the Company’s marketing process using the SOSTAC model. On an international level, Virgin Atlantic primarily focuses on building its brand and exemplifying its status as a “luxurious” and “trendy” company. It is impossible to cater a marketing strategy to the whole world, hence a tactful strategy would be to portray a general picture that has no cultural significance, and one that is based on a universal belief or feeling. International marketing requires a large amount of financial resources, before entering into a country’s market, companies have to know the laws and regulations of that country
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These are the factors that are involved in the marketing process. 1. Try to understand the customer you are targeting. It is very important that the customers that are being targeted should be understood clearly and communicated to others. The pictures should be clear as to what the customer wants and what the customer is demanding.
This marked the launch of Virgin Airways and eventually there was the launch of Virgin Blue in Australia after eleven years of operation in the aviation industry. During the launch of Virgin Australia, the airline had less than 300 employees with a fleet of two planes but has grown to be the second largest airline in Australia after Qantas Airline.
Marketing in the simplest form is defined as the activity and processes entailed in the creation, communication, delivering and exchanging offerings that have value for customers, clients and partners. In the endeavour to be effective in marketing, certain principles must be followed.
It is also defined as the process of planning and carrying out pricing, conception, distribution, and promotion of goods, ideas and services, to create exchanges that satisfy organizational and individual objectives. There is also a different definition which states that marketing is a process aimed at identifying, anticipating and satisfying customers’ requirements profitably.
INCREASING AIRLINE SALES – THE CASE OF VIRGIN ATLANTIC Name University Professor Date of Submission Executive summary This report presents a precise market strategy to Virgin Atlantic airline suggesting ways of increasing the company sales. The report presents findings from a strategic market audit undertaken utilising the industry standards and frameworks, highlighting the challenges and opportunities in increasing sales for Virgin Atlantic airline.
When it should be done? And how it can be done? (Soundarapandian 2002).
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The product can also imply to the services, which it is rendering to the consumers. As in the case of SleepWell, its products consist of bedding. For the products to fetch higher value, they must be of quality since
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Marketing plans are of high importance to the performance of a product or brand in the market. Atlantic Quench being a business organisation in a highly competitive market, it is essential for them to have a viable marketing plan. This is a marketing plan that will be aiming at presenting the marketing strategy most applicable for Atlantic Quench.
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