Global Marketing Plan 2011 2012
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Transcript of Global Marketing Plan 2011 2012
Global Marketing Plan
Ryan O’Connor, BSc Aviation ManagementStudent ID: 07034315
Maximising Revenue Opportunities & Strengthening Our Brand
Contents• Introduction: The World’s Leading Quality Global Alliance Brand
(Member Airlines, Strengths & Opportunities, Threats & Weaknesses, Positioning)
• Key Marketing Opportunities for 2011-2012(Our Marketing Matrix To Drive Sales & Revenue Growth)
• Global Geographic Marketing Initiatives(North America, South America, Europe, Asia Pacific, Middle East, Russia, Africa)
• Marketing Initiatives Timeline• Strategic Positioning• Setting KPI’s• Summary
Introduction: The Leading Alliance• 12 of the world’s biggest and best airlines + 20 affiliates • Providing its customers and carriers with services and value no
airline can deliver on its own.• Offering the market-leading range of alliance fare and sales
products.• Committed to innovation to improve customer service.• Winner of more international awards for airline alliances than
either of its competitors.• Serving an unrivalled international route network.• The alliance with the strongest collective profitability record.
(Source: Oneworld)
Introduction: Our Member AirlinesOne of the biggest airlines in the worldOne of the leading international airlinesThe top carrier between Europe and Latin AmericaAustralia’s strongest brand and one of the worlds top LH A’sOne of the most highly regarded Asian airlinesOne of Asia-Pacific’s largest airlinesThe major Nordic European airlineThe leading Latin American airlineOne of the leading Central America/Mexican airlinesOne of the highest quality airlines in Central & E EuropeThe first middle eastern airline to join a global allianceRussia’s leading domestic carrier
Future Member Airlines: Kingfisher & Air Berlin• Joins 2011-2012• 380 daily departures• 69 Destinations (61 in India)• 11.6m pax (23% of Dom.India Market)• Most extensive domestic India network• Add’s 56 cities to the OW route map• Further strengthens OW in core growth market• King Club FFP to be fully integrated
• Joins at the beginning of 2012• Currently serves over 160 destinations• 600 daily departures• 28mllion pax in 2009
• Add’s 75 gateways to the OW Route Map• topBonus FFP to be integrated• New Brandenburg Airport Opportunities• BA to support integration process
Introduction: Our Positioning & Strengths• Oneworld Has A Strong Market Position In Key Business Markets
– Number one alliance at top 5/8 premium pax hubs (LHR/JFK/LAX/HKG & NRT)– American Hubs – JFK/ORD/LAX/DFW/MIA– British Airways – LHR Hub is world’s leading international airport– Iberia – Leading carrier between Europe and Latin America– Cathay Pacific – Hong Kong Hub– JAL – Tokyo Hub’s– Kingfisher Airlines helps build presence in key growth market– Still remain weak in African continent at present– We remain the world’s leading quality global airline
• This makes us the first choice for business/premium leisure travellers• Greater yields allow us to innovate better than our competitors
Introduction: Weaknesses• We still maintain weaknesses in our network which need
addressing:
– South American domestic partners (mergers could affect LAN positioning) however, grow now coming via GOL through bilateral agreement with AA
– African Domestic traffic is underserved by OW members– Middle East remains weak despite Royal Jordanian as our member– Canada domestic traffic is also underserved though improving via AA
bilateral agreement with WestJet.
– Whilst we have taken steps to improve our networking offering, we must continue to seek further alliances partners that helpto strengthen out network
Key Marketing Opportunities 2011-2012
PRICE
PLACE
PRODUCT
PROMOTION
Key Marketing Opportunities 2011-2012
PRODUCT
Marketing Matrix: Product• Further Develop Premium Economy Offering Across Alliance
• Grow our premium lounge portfolio from 550 to 560 by end of 2012• Launch OW product analysis to ensure continuity
• Continue premium brand strategic positioning via continuous product innovation such as BA new FIRST cabin.
• Global advertising campaign in core business/premium leisure markets to further develop OW brand awareness
Key Marketing Opportunities 2011-2012
PRICE
Marketing Matrix: Price• Maintain premium product strategy on transatlantic routes but
with strategic sales during low demand periods to stimulate the market
• This will also give price sensitive consumers an opportunity to sample our quality product offering whilst improving our load factors during quieter periods
• Build more competitive pricing matrices through our new JBA’s including AA/BA/IB – AA/JAL – AA/QF
• First to offer RTWT – Build on this further with RTWT sale price of £999 during January sale period + member airlines to promote individually on their websites
Marketing Matrix: Price
Source: Anna Aero
Key Marketing Opportunities 2011-2012
PLACE
Marketing Matrix: Place• Greater focus placed on online advertising spend
• Increased advertising spend at key hub airports on billboards (LHR/JFK/MAD/HKG/LAX)
• Greater advertising efforts in emerging markets - Latin America & China
• New opportunities for development at MAD/BCN & BBI
Key Marketing Opportunities 2011-2012
PROMOTION
Marketing Matrix: Promotion• Oneworld member airlines have a strong history of innovative
product advertising
• Going forward, we are going to develop a global advertising scheme based around the alliance itself, rather than individual members.
• This has already begun with the launch of UP
Global Geographic Marketing Initiatives
Oneworld Has A Strong Market Position In Key Markets
Let’s take a look at some of our regional marketing activities for the next 12-18 month period...
GGMI: North American Market
• Our North American campaign shall focus on our new agreement with the Walt Disney company & The Pink Pound
• Focussed on developing traffic to Florida/California
• Special Offer fares
• Flight & hotel packages with Disney Resort Hotels
• Key Destinations (MIA/LAX/SFO)
GGMI: North American Market
GGMI: South American Markets
• We are focusing our South American Efforts Around two events:• 4th-7th November - Buenos Aires Pride 2011• 17th-21st February - Rio de Janeiro Carnival 2012
– Key tourist events– Strong pull for the pink pound
– We can capitalise on the communities higher disposal income by selling our premium product offering for these events and showing that we are the alliance of choice on these routes...
GGMI: South American Markets
GGMI: European Markets
• Shall continue to focus on marketing our already strong position on the North Atlantic, and in particular our new JBA for AA/BA/IB
• In addition, our key marketing events for the European market for the period will be:
• Cannes Film Festival in 11th-22nd May 2011
• Royal Ascot/Wimbledon June & July 2011
• World Cruise Departures 2012
GGMI: European Markets
GGMI: Asia-Pacific Markets
• We shall further develop our alliance benefits for our customers via advertising our new agreements:
• AA/JAL - JBA• QF/AA – New Agreement in process
• Cathay Pacific shall increase Oneworld alliance advertising in HKG to boost our position as the business travellers first choice for travel
• FHA 2012 Conference/Exhibition
GGMI: Asia-Pacific Markets
GGMI: Middle Eastern Markets
• Despite our Royal Jordanian partner, we remain weak in the ME.
• Going forward, we shall now begin investigating the potential of developing Amman as a Oneworld hub, to mitigate against the threat of EK/EY & QR.
• We shall step up advertising in course business markets such as Dubai & Abu Dhabi, but efforts are somewhat hindered by the strength of local carriers
• MENA Conference 2012
GGMI: Middle Eastern Markets
GGMI: Russian Market
• Traditionally Oneworld has been weak in the Russian market
• Thanks to our newest alliance member, S7 Airlines, this has now changed.
• Our marketing budget in Russia will now be considerably increased +20% for 2011-2012 period
• Boosts awareness of Oneworld brand and give customers greater choice when travelling long haul via S7 domestic network
GGMI: Russian Market
GGMI: African Market
• Our presence in Africa still remains a weak market for OW
• We shall make further use of our OW affiliate Comair to further build our network and product offering
• Long-term development could see Comair becoming a full member of Oneworld
• Oneworld members serving the African market will increase advertising regarding our Comair partner
GGMI: African Market
Marketing Initiatives Timeline
Event/Period
Summer ‘11 – Winter ‘11 Spring ‘12 – Winter ‘12
Mar
Apr
May
Jun
Jul
Aug
Sept
Oct
Nov Dec Jan
Feb
Mar
Apr
May
Jun/
Jul
Cannes Film Fest.
Ascot/Wimbled.
Pride Events
World Cruise Dept.
LON Olympics
Worldwide Sale
Disneyworld Prom
MENA 2012
Food&HotelAsia
Strategic Positioning For The Future• Continue to grow business traffic through strategic hubs
(Target Premium Business Growth, new corp. contracts, achieve < +5% by Q4)• Further investments in premium product innovation
(lounges & technology, plus further investment in product continuity across alliance members)• Maintain position as No.1 choice for business/premium leisure travellers• Defend core hubs JFK/DFW/LAX/ORD/MIA/LHR/MAD/HKG/• Poss. Development of Amman as Oneworld ‘Defence mechanism ‘ to EK/EY/QR Threat• Increase premium leisure product offering
(Premium Ecom for both short term and long term benefits)• Maintain & further grow transatlantic business as part of the JBA
(increase share on core routes now that markets are improving)• Monitor the situation in Japan esp. BA/AA/JAL frequencies
(Near term still to be seen as to traffic impact, long term could have greater implications)
Setting KPI’s For The Future• Alliance members to report combined profitability by year end 2012 (-$2.5b 2010)• Grow Oneworld brand awareness from 50%-65% by year end.• Increase system wide load factor from 77.9% (1/01/2011) to 85% by year end.• Grow FFP membership levels from 103m to 110m by 2015 by building on CRM• Move to common Global Distribution System (GDS) pref. Amadeus.• Increase the number of Oneworld lounges from 550 to 560 by end of 2012• Increase online advertising spend by 20% on core sites (ft.com, Wall St Journal)• Full integration of Kingfisher and Air Berlin into the Oneworld family• Further technology development – iPad/iPhone/Android apps• Capture core growth markets today to benefit in the future:-
– Further investment is needed in China/India & South America markets– Potential for new airline members in these markets– Greater alliance benefits
(Source: Oneworld)
Summary• Continue to grow business traffic through strategic hubs
• Further investments in premium product innovation
• Maintain position as No.1 choice for business/premium leisure travellers
• Defend core hubs JFK/DFW/LAX/ORD/MIA/LHR/MAD/HKG/
• Poss. Development of Amman as Oneworld ‘Defence mechanism ‘ to EK/EY/QR Threat
• Increase premium leisure product offering
• Maintain & further grow transatlantic business as part of the JBA
• Monitor the situation in Japan esp. BA/AA/JAL frequencies
Thanks For Listening...
Ryan O’Connor, BSc Aviation ManagementStudent ID: 07034315
Maximising Revenue Opportunities & Strengthening Our Brand