WOW Air Presentation

PRESENTATION OUTLINE

Overview

Mission Statement

SWOT Analysis

PEST Analysis

Market Overview (STP)

Channel Strategy

Marketing Objectives & Strategy

Marketing Mix

Financial Statement

Conclusion

“Iceland’s most punctual airline”

OVERVIEW

May 2016

WOW Air will offer Routes:

Toronto Iceland Europe

Montreal Iceland Europe


MISSION STATEMENT

“WOW air is committed to providing the cheapest flights to and from Iceland, but doing so with a smile and providing a memorable service

all the way”


SWOT ANALYSIS

STRENGTHS Innovative model Taxes included Itinerary development

WEAKNESSES Limited brand loyalty Flexibility required No direct flight No smart phone app

OPPORTUNITIES Market development Global expansion Popular destination Rewards points system

THREATS Easy entry to market Competitors Environmental conditions Currency fluctuations

PEST ANALYSIS

POLITICAL Political conflicts Heightened security Changing Legislation

ECONOMIC Price of fuel Economic state Income of citizens

SOCIAL Terrorist threats Perceived psychological risk. Environmental impact

TECHNOLOGICAL Physiological risk CO2 emissions Smartphone technology

SEGMENTATION

Business Traveller Retired Vacationer Young Families Student Travellers

Segment 1 Segment 2 Segment 3 Segment 4

TARGET MARKET DEFINITION

Focus on “Student Travellers” Exercise a market penetration strategy

Establish sustainable competitive advantage

Customer Excellence

Locational Excellence

Service Excellence

POSITIONING STATEMENT

To the money-conscious student traveller, WOW air is air travel on a budget - providing a low cost option to experience adventures, to see the

world, and to discover new cultures all in a travel package that fits your

needs.


MULTICHANNEL DISTRIBUTION STRATEGY


Direct Website CallCentre

Indirect TravelAgent

OnlineRetailers

MARKETING OBJECTIVES

Achieve Net Income Goal

Build Recognition and Brand Awareness

Build Strategic Partnerships

Expand North American Market Share by 10% by 2025


MARKETING STRATEGY

Maintain current operations

Target Generation Y

Create Strategic Partnerships

Expansion plans to achieve a goal of expanding the Transatlantic market share by 10% by 2025

EXAMPLE 2


MARKETING MIX

PRODUCTPlane

Airbus A321

Low Operating Costs

Additional Offerings

Tours, Hotels, Car Rental

PRICE

Toronto/Montreal to Europe$149 Toronto/Montreal to Iceland $99

MARKETING MIX

PLACE

Indirect Retailers

Direct Sales

Various Destinations

PROMOTION

Internet Social Media Presence

Strategic Alliance

University/ College Student Grad Trip

Credit Card Companies

Travel Agents


FINANCIALS

Market Analysis

Canadian airline industry - $27.7 billion

Buying patterns – highly variable

Competition – oligopoly of major airlines


FINANCIALS

Sales Forecast$20,646,912 in 2016Market Share1.53% in 20162.89% by 2020Hopes for 10% by 2025


THANK YOU FOR FLYING WITH US


WOW Air Presentation

Documents

Transcript of WOW Air Presentation