The company has also organized a series of parties where customers are invited to learn about the company's products and services and to participate in a series of games and other activities.
4. Bowling Asia Airline Communications Plan
4.1. Context Analysis
Bowling Asia Airline intends to entry the low cost airlines market in Thailand. The characteristic of the market require financial entry barriers. In other words, the company needs substantial capital in organizing its activity. The financial crisis does not provide the ideal conditions for companies that want to enter this market.
Because of reduced incomes, customers that used to fly with low cost carriers on a regular basis have found cheaper transportation means. Some of the low cost airlines companies in Asia complain about significant reductions in the number of customers that purchase their products and services.
However, the same situation can prove to be quite profitable for other companies in this industry. For example, customers that normally fly with regular companies, currently orient towards low cost airlines companies because they cannot afford to pay the high prices of other companies. This usually applies to business passengers.
4.1.1. Marketing Objective
Bowling Asia Airline's objectives include: increasing the number of passengers by 15% in 6 months, increasing the volume of sales by 10% in 6 months, and reaching a 12% market share.
It is difficult to estimate the incomes that the company can obtain. This is because the fares that the company establishes initially could be reduced in accordance with the response of the public. In other words, if the company does not reach its sales targets, the company should reduce some of the prices or offer a series or promotional prices in order to attract t more customers.
4.2. Communications Objectives
The main objective that the communication plan must reach consists in informing as many customers as possible about Bowling Asia Airline's services. The communications plan must increase the notoriety of the company in Thailand and in the international markets the company intends to address.
The definition of public relations consists in doing something great and talking about it. This is what the company must accomplish through its communications plan. Bowling Asia Airline must develop a products and pricing strategy that suits the needs of the targeted customer segments. Furthermore, the company must communicate this to potential customers.
It is important that the communication plan addresses the exact customer segments that the company intends to target. Otherwise, the communications plan will be inefficient. In order to reduce costs with the implementation strategy, the company should choose the communications channels that are most suitable for the customer segments in case. For example, in the case of the business passengers that do not watch commercial TV channels, the company should address by using business magazines instead of promoting itself through TV ads.
Also, in order to develop an efficient communications plan it is recommended that the company uses the help of specialized companies. This is because marketing companies are able to conduct thorough market studies that allow them to identify the characteristics of the market and of the targeted customer segments.
They also have the ability and knowledge of selecting the most suitable marketing channels and marketing tools that vary from one business activity to another. Their connections with other companies allow them to get the best price for marketing services, therefore allowing Bowling Asia Airline to reduce communications costs.
4.3. Communication Strategy
4.3.1. Target Audience
4.3.1.1. Primary Target
The main customer segment that Bowling Asia Airline intends to address is represented by young individuals, male and female, aged 20-35, first jobber or students. Their income varies between 300-600 and 15,000-30,000 baht per month. They have mainly white collar jobs. These customers have at least a high school diploma.
Given the economic characteristics of this customer segment, the company must take into consideration that these customers are price sensitive. They are mostly oriented towards promotions regarding the prices of the products and services that they intend to purchase.
The reason for selecting this difficult customer segment relies on the fact that Bowling Asia airline assesses the potential of these customers. If the company manages to attract these customers with certain incentives, they can become loyal customers and address the company for a longer period of time.
As mentioned above, they are students or first jobbers. As they develop their careers and financial status, the company can benefit from their development and create a solid customer base that Bowling Asia Airline can rely on.
4.3.1.2. Secondary Target
The secondary customer segment that Bowling Asia intends to target is represented by older individuals, male o female, aged 50-65. These customers are also price sensitive. Given the fact that some of them are retired, their incomes do not allow for expensive travel...
3.2 Segmentation The DKNY perfumes are divided into two segments, based on the consumer types they target -- perfumes for women and colognes for men. The main segment is represented by perfumes for women. 3.3 Targeting The main market targeted by Donna Karan New York is constituted by above the average income women. 3.4 Positioning The positioning strategy used by Donna Karan New York is a dual one. On the one hand, the DKNY perfumes
Eight Steps of Effective Marketing Communication: The New Product Called Orange Clean Recognizing the Target Audience Determining the Communication Objectives Planning the Message Choosing Communication Channels Launching the Marketing Communications Financial plan Creating and Handling the Marketing Communications Mix Determine the communications' results Administer the integrated marketing Communication procedure. Orange Clean. The company's major activity is to produce and sell inorganic household cleaners. The company functions in three different sections: Inorganic ingedients, and Others natural and organic chemicals.
Identify the designated spokesperson for Life Alive expansion program with the role of developing relationships with the target consumer population. Vehicle Target Description Purpose Frequency Owner Distribution Vehicle Internal/ External Comments Status Report All Stakeholders One page communication of the expansion plans, the progress and deliverables Weekly Heidi Email Internal Telephone All stakeholders Communication of meetings Daily Heidi telephone internal Face-to-face meetings All stakeholders Communication status reports, meetings for planning, implementing, evaluation, and monitoring On a fort night basis Heidi Face-to-face internal Mass media Consumers Communication of new products, food, and cafe locations daily Heidi Television, social media, company website, bill boards, word of
Marketing Mix Integrated Marketing Communication (IMC) Integrated Marketing Communication (IMC) is a vital aspect of any business organization. In most cases, it entails the effective promotion of a new service or product to a targeted niche market in an effective and appropriate manner. The main purpose of IMC is to instill some mental or behavioral response towards the projected group. Several tools designed to fulfill this fundamental mandate of the IMC, and
What advertisers do as an integral part of their marketing communications strategies is create small or what are sometimes called "micro sites" and heavily populate them with keywords that the advertiser pays for advertisements on Google with. This marketing technique is called Search Engine Optimization (SEO) and the use of Google AdWords advertisements gives advertisers both organic and paid search advantages when a potential customer uses Google to find
It is perfectly aligned with the message of the city and its reputation. Marketing Communications Question This approach to defining a price adjustment driven by the strength of the Canadian dollar is not as effective as concentrating on why Chrysler as a brand in general, and specific models in particular, are worth considering over competing brands and models. Only focusing on price tends to drive down the value of a brand
Our semester plans gives you unlimited, unrestricted access to our entire library of resources —writing tools, guides, example essays, tutorials, class notes, and more.
Get Started Now