global marketing plan 2

7/31/2019 Global Marketing Plan 2

1/37

Global Marketing Plan

Ryan OConnor, BSc Aviation Management

Student ID: 07034315

Maximising Revenue Opportunities

& Strengthening Our Brand


2/37

Contents Introduction: The Worlds 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 KPIs Summary


3/37

Introduction: The Leading Alliance 12 of the worlds biggest and best airlines + 20 affiliates

Providing its customers and carriers with services and value noairline 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)


4/37

Introduction: Our Member AirlinesOne of the biggest airlines in the world

One of the leading international airlinesThe top carrier between Europe and Latin America

Australias strongest brand and one of the worldstop LH As

One of the most highly regarded Asian airlines

One of Asia-Pacifics largest airlines

The major Nordic European airline

The leading Latin American airline

One of the leading Central America/Mexican airlines

One of the highest quality airlines in Central & E Europe

The first middle eastern airline to join a global allianceRussias leading domestic carrier


5/37

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

Adds 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

Adds 75 gateways to the OW Route Map

topBonus FFP to be integrated

New Brandenburg Airport Opportunities

BA to support integration process


6/37

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 AirwaysLHR Hub is worlds leading international airport

Iberia Leading carrier between Europe and Latin America

Cathay Pacific Hong Kong Hub JALTokyo Hubs

Kingfisher Airlines helps build presence in key growth market

Still remain weak in African continent at present

We remain the worlds 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


7/37

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 mustcontinue to seek further alliances partners that help

to strengthen out network


8/37

Key Marketing Opportunities 2011-2012

PRICE

PLACE

PRODUCT

PROMOTION


9/37


PRODUCT


10/37

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 leisuremarkets to further develop OW brand awareness


11/37


PRICE


12/37

Marketing Matrix: Price

Maintain premium product strategy on transatlantic routes but

with strategic sales during low demand periods to stimulate themarket

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 JBAs

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 promoteindividually on their websites


13/37

Marketing Matrix: Price

Source: Anna Aero


14/37


PLACE


15/37

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


16/37


PROMOTION


17/37

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


18/37

Global Geographic Marketing Initiatives

Oneworld Has A Strong MarketPosition In Key Markets

Lets take a look at some of ourregional marketing activities for

the next 12-18 month period...


19/37

GGMI: North American Market


20/37

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


21/37

GGMI: South American Markets


22/37

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


23/37

GGMI: European Markets


24/37

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


25/37

GGMI: Asia-Pacific Markets


26/37

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


27/37

GGMI: Middle Eastern Markets


28/37

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


29/37

GGMI: Russian Market


30/37

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 considerablyincreased +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


31/37

GGMI: African Market


32/37

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 fullmember of Oneworld

Oneworld members serving the African market will increase

advertising regarding our Comair partner

GGMI: African Market


33/37

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

J

un/Jul

Cannes Film Fest.

Ascot/Wimbled.

Pride Events

World Cruise Dept.

LON Olympics

Worldwide Sale

Disneyworld Prom

MENA 2012

Food&HotelAsia


34/37

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)


35/37

Setting KPIs 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)


36/37

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


37/37

Thanks For Listening...

Ryan OConnor, BSc Aviation Management

Student ID: 07034315

Maximising Revenue Opportunities

& Strengthening Our Brand

global marketing plan 2

Documents