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Carolyn Ong Charlie Tan Johnson Yu Tu Bui Uday Joshi w1569862 w1558845 w1543908 w1572120 w1561985
Marketing and Brand StrategyPower Group
OUTLINE● British Airways Background● Market Trend● Competitors Analysis● SWOT Matrix● Ansoff Matrix● Keller’s CBBE Model● IMC Proposal
BRITISH AIRWAYS● UK largest airline● Based in Heathrow (Terminal 5)● British heritage ● Trusted brand
Range of services
- First/Business/Economy Class - Hotel and flight combination- Car hire
Source: British Airways, 2015; Smithers, 2015
PEST: MARKET TRENDPolitical
Fear of terrorism (Massey, 2015)
⇒ Tighter Security⇒ Arising cost (adapting to procedures)
Economical Drop in oil price (Carlson, 2015)Reduce operational expense
⇒ Budget travel ⇒ Rise in interest rate
Social
25-39: 2% increase (ONS, 2015)Holiday/Leisure travellers (Mintel, 2015)
⇒ Leisure/Package offers ⇒ Competitive pricing
Technological
73% of mobile phone and digital users (Mintel, 2015)
⇒ Use of various online media ⇒ Upgrade service
COMPETITORS ANALYSIS HIGHLIGHT
Strength Weakness
Positive Brand Image Lack of engaging Marcoms
Brand Extension Poor in-flight experience
Lower cost / High coverage Poor brand image
Innovative Lack of brand awareness
In-flight Wi-Fi Using Cheap workforce
COMPETITORS ANALYSIS HIGHLIGHTTarget Audience Marcoms
25-39 Travel Package
18-24 Sky News Snow Report
25-39 Low Fares
25-44ITV Wales Weather
Social Media
25-38 New Years Deals
Source: YouGov, 2015
FINANCIAL ANALYSIS - PROFIT
Ryanair drop fares to encourage customers
BA made loss due to strike, high cost
BA sponsored London Olympics
Norwegian’s expansion
SWOT MATRIX
- Strong brand image, large fleet ⇒ penetrate budget travel
- Cooperation with hospitality service ⇒ meet demand of leisure travellers
- Higher price for much more premium service ⇒ money-value
- Online platform ⇒ create
communication with more interactive, feelings and positive image
- Nation-image, high budget invest in safety ⇒ gain trust, reinforce decision
- Heritage image, reputation ⇒ gain preference over budget airlines
- Perceived as premium brand ⇒ lose segment of budget airline
- Conservative and slow respond to market
ANSOFF MATRIX Current BA position
● Premium airline
Product Development
● In-flight Wi-Fi service● Improve passenger flight
experience
Market Development
● Expand Budget airline market● Growth in budget travellers*● Increased travellers within EU*
Source: Statista (2015)
SMARTER WAY FOR TRAVEL
● Benefits: ○ Great Value○ Uncompromised Quality○ Easy Access To Airports○ Emphasise Stress-free experience
ReferencesBritish Airways. (2015). History and heritage. British Airways. Available from http://www.britishairways.com/en-gb/information/about-ba/history-and-heritage [Accessed 15 December 2015].
Carlson, D. (2015). Airlines – but not passengers see benefits as crude oil as prices drop. The Guardian. Available from http://www.theguardian.com/business/2015/mar/15/airlines-passengers-crude-oil-prices-drop [Accessed 7 December 2015].
Creative Club. (2014). British Airways Advertisement. Creative Club. Available from https://www.creativeclub.co.uk/fs.aspx [Accessed 14 December 2015].
Keller, L, K. Aperia, T. and Georgson, M. (2012). Strategic Brand Management: A European Perspective. 2nd Edition. England: Pearson Education.
Mintel. (2015). The premium budget vs traveller –UK – February 2015. Mintel. Available from http://academic.mintel.com/display/715892/ [Accessed 6 December 2015].
Mintel. (2015). Digital trends – UK – March 2015. Available from http://academic.mintel.com/display/732273/?highlight#hit1 [Accessed 6 December 2015].
Massey, R. Simons, W, J. and Marsden, R. (2015). European aviation chiefs force British Airways to carry an extra person in the cockpit at all times – but experts fear it may make planes more vulnerable to terrorism. Daily Mail. Available from http://www.dailymail.co.uk/news/article-3014474/EasyJet-Virgin-Atlantic-making-planes-vulnerable-terror-attacks-knee-jerk-new-safety-measures-wake-Germanwings-tragedy-say-air-safety-experts.html [Accessed 7 December 2015].
ReferencesONS Population Size. (2015). C4.3 2014-based Numbers surviving at exact age. Available from http://www.ons.gov.uk/ons/datasets-and-tables/index.html?pageSize=50&sortBy=none&sortDirection=none&newquery=surviving&content-type=Reference+table&content-type=Dataset [Accessed 14 December 2015].
Smithers, R. (2015). British Airways Named UK’s Most Popular Brand. The Guardian. Available from http://www.theguardian.com/business/2015/mar/02/british-airways-named-uks-most-popular-brand [Accessed 5 December 2015].
Statista. (2013). Amid the Euro Crisis, Europeans turn to low-cost Airlines. Statista. Available from http://www.statista.com/chart/1571/amid-the-euro-crisis-europeans-turn-to-low-cost-airlines/ [Accessed 13 December 2015].
YouGov. (2015). YouGov Brand Profiles. Available from https://yougov.co.uk/profileslite#/ [Accessed 7 December 2015].