Brand Portfolio - Qantas - Case Study Example

Brand Portfolio: Qantas Name Institution Course Due date Brand Portfolio-Qantas Introduction Brand portfolio refers to the total collection of rights that a product may possess. Some organizations deal in multiple products and services, each of which may have its own brand either trade or service mark. They may be universal law marks, or registered under statutes in various countries or states. This research will focus on Qantas Brand which is a well known Australian Airline Brand. Discussion Social media is a form of internet based applications for communication that is used to pass information from one point to another. The business world has experienced vast technological advances with the presence of web-based and mobile technologies. Social media helps to turn communication into intermingling dialogue between people, community and organizations. Social media methodical is speedily evolving, always taxing the ways marketers gauge and draw insights from web and social media (Safko, 2010). For that reason, it has become an apparatus for trading and today it is widely used by many business organizations for marketing purposes, seeking ideas and suggestions from the customers as well as comments where the public conjecture what may happen in the future, or location-based check-ins and consequent clarifications. It comes in a variety of diverse types and some of these are magazines, weblogs, social blogs, microblogging, wikis and social bookmarking. Yes, our Qantas Brand does use social media to communicate with our target market or potential customers through facebook since facebook is widely used and attracts users of all ages, genders, nationalities and interests. We have discovered and analyzed our target market hence realizing the need to keep them informed about our products and services. We make use of the new-fangled methodologies and toolsets that pull together the social media chatter by tying it to the sight and customer profiles. Equipped with those records, the marketing department is then able to bind social with purchase information to model sales efficacy (Safko, 2010). Additionally, social media contributes to a very great extent in delivering messages concerning our brand, our new image and the new exclusive customer service we have put in place so as to satisfy our clients’ needs. To check the efficiency of the social media marketing and communication of the Qantas Brand, we apply some tactics to evaluate and track sales value. The first tip is keeping strong ties between social and sales. The marketers’ ability to follow social marketing endeavors down to the individual sale therefore trailing each social activity makes it possible for an organization to encounter sales increase. Secondly, our marketers usually put together social analytics with web analytics so as to get the full picture. Activities from social channels are captured and made it accessible to customers in the brands website; in return marketers are aware of what and why clients choose and buy products or services (Evans, 2012). Through consistent use of social media we have been able to deliver the most important messages concerning our brand to our esteemed customers. In the course of social media marketing, we have expansively spread the brand awareness hence a step forward in gaining back our clients. The crucial messages are the product details for instance costs, the new offers, location of booking offices both locally and globally, telephone or email contacts and assurance of distinguished services (Evans, 2012).The success through social media has been facilitated by the competent staff we have in our various departments such as marketing, information and technology along with the highly trained customer service personnel. They ensure up to date information is posted in the social media according to how clients wants it plus ensuring consistent feedback at all times. Over the time, the messages we deliver to our target market serve very critical marketing communication purposes. First it perks up our reputation as the most preferred airline in Australia thus we are viewed by our clients as the image of the nation. Secondly, due to our continuous interaction with our probable customers we get to understand the needs and demands of the market and in return we use strategic plans that assist us to match those needs. When we involve customers in the restructuring process of our Qantas Brand, they feel as part of us and this will help us retain a higher percentage of clientele, a bigger market share hence we attain a competitive advantage over our competitors (Hague, 2002). While there are many ways to conduct a market research Qantas Brand will use survey method. As a data collection tool, we are using it to compile information about our target market, so as to get the factual details from study participants concerning our marketing communication strategies (Evans, 2012). In surveys the larger the sample you have the higher the reliability of the results. The combination of qualitative and quantitative survey is essential so as to cover all the aspects related to the target market. A survey helps us comprehend how the target market thinks of our quality, the depth of their tastes and preferences; with figures and statistics we estimate the future trends of clients. They are of distinct types ranging from in- person, telephone, mail and online survey. To reach a wide geographical area and minimize costs we will use a combination of different survey types (Capon and Hulbert, 2007). We are using in-person survey through our experienced sales representatives as it offers physical contact with the client and immediate feedback hence no bias. Furthermore telephone survey is bearing fruits as it is cost effective and it is easy to reach customers we have served over the time. A market survey has played a great role in our Qantas Brand as it enables us to acquire some of the relevant information we need to improve our performance and operations. In our data collection we identified questionnaire as the best tool. We included both open ended and closed ended questions in the questionnaire to get the information we were aiming at from the target market or potential customers. One of the questions we requested from the target market is to indicate the age and gender (Armstrong and Green, 2005). This aid to know the age group and gender that frequently uses our airline services so that we are well acquainted with their needs and carry out changes where necessary. Second quiz asked about the marital status so as to have the figures of the clients’ matrimonial categories. Our third concern is the countries that our clients will be visiting and how frequent so as to put a major focus in those settings. If a certain geographical region experiences a high rate of movement, it means a large income will be generated from it. Therefore considerations like various flight times and more flights will be reflected on. A further aspect we include in the questionnaire is the purpose of travel. Different people travel due to a variety of reasons which vary from leisure, business, occasional, educational and so forth. We believe our target market has a wide range of backgrounds in all aspects like professional, cultural and religion. For example we need to be creative when designing our flights with the intention of accommodating the above categories. The fifth factor of concern is to know from our target market how they compare Qantas Brand with others (Hague, 2002). Competition is evident in this industry and we need to be the leading giants to be at a safer edge. Through market survey, we get to identify our strengths and weaknesses, take a corrective action immediately to shun down loss of customers and sales. Lifestyle segmentation is useful in marketing and advertising planning. Lifestyles manipulate both consumption patterns and the processing of special forms of marketing communication. It entails the distinct mode of living of a people in the target market in relation to how the market is divided to suit various demands. Lifestyle segmentation supports an organization to distinguish the consumer behaviours and the factors that impinge on those behaviours (Cahill, 2006). Some of these factors are social cultural, economic powers, residential places, demographic and the like. It also gives data on how the probable customers spend their time and the types of activities they are involved in. The customers have dissimilar interests and they place importance on varying issues concerning themselves and the immediate environment. The Qantas Brand highly appreciates the opinions of its target market and the impact they place on the operations of our business. Roy Morgan Research is an Australian market research corporation and it has its headquarters in Melbourne (Cahill, 2006).The firm has proofed to be a chief provider in advertising and media planning data solutions serving both government and private corporations. The Roy Morgan Company has Value Segments which are a very outstanding marketing apparatus. The value segments allows the organization to unearth how the target market or the potential customers think, how they aspire to get quality and timely services, self-images and their conducts. An example of a service from the Qantas Brand is the passenger carrier services. I believe that it targets the Roy Morgan’s value statement that says ‘socially aware’. It is a model of thinking more often than not linked with the uppermost socioeconomic group in the society. I support this value segment because the ‘socially aware’ approach is the speciality of a number of professionals among them business analysts. In the case of Australian Qantas Brand, the analysts involved are always trying to discover new persuading ways so that they can win back the attention of the target market. They are achieving this through aggressive marketing. One reason why I believe this service is aimed at this segment is because Qantas Brand was experiencing operation challenges and they are in the process of reviving their procedures so as to re-capture their long time reputation (Cahill, 2006). References Lon Safko 2010, The Social Media Bible: Tactics, Tools, and Strategies for Business Success. John Wiley & Sons Ltd: New Jersey Dave Evans 2012, Social Media Marketing: An Hour a Day. John Wiley & Sons Ltd: Canada Paul N. Hague 2002, Market research: a guide to planning, methodology & evaluation. Kogan Page Publishers: London Dennis J. Cahill 2006, Lifestyle market segmentation. Rout ledge: New York Noel, Capon and James, Hulbert 2007, Managing Marketing in the Twenty-first Century: Developing and Implementing Marketing Strategy. Wessex Inc: New York Armstrong, JS and Green, KC 2005, Demand Forecasting: Evidence-based Methods, Strategic Marketing Management. Huntsman: Philadelphia Read More