Assignment 3 Marketing 500 Part C Your Marketing Plan

Running head: PART C: YOUR MARKETING PLAN1

Part C: Your Marketing Plan

William M. Parker II

Dr. Lisa M. Smith

Marketing 500 Marketing Management

6/2/2016

PART C: YOUR MARKETING PLAN 2

Develop the company’s branding, pricing, and distribution strategy.

Company

A rule of thumb in business is that an individual alone cannot beat their competitors, but

a group of people can collaborate to achieve income goals (Kokemuller, n.d). Pilot Plus is a

company that has a marketing strategy that will be strategic and specialized to our segment,

which will generate revenue for our employees and shareholders. Our marketing campaign will

include online and print magazines and a Video Blog detailing the social needs and aspirations of

the pilots and elite passengers of private aviation. There will also be social media ads and

signage at the private airports and golf courses.

Branding

Businesses must have an effective marketing strategy to outmaneuver the competition

and sell their products to customers. Executives start with a marketing plan that defines the

identity of the business about their clients (Joesph, 2013). Companies that can articulate

themselves and provide a quality product to the marketplace are in the best position to become

successful.

Pilot Plus branding strategy.

The private aviation business is very competitive; Pilot Plus will implement multiple

branding strategies to drive revenue and stay ahead of our competitors. Our brand initiative will

focus on convenience and quality of on-ground reservations to drive customer loyalty to our app

on a personal and emotional level (Guettler, n.d.). Our strategy will be to communicate to pilots

and their elite passengers that our service is quality, has value benefit, solves their problems, and

we will have celebrity endorsements to bring awareness and recognition to Pilot Plus. Our


branding strategy will include online, print magazines, a Video Blog detailing the adventures of

the pilots and passengers, online social media ads and signage at the private airports, restaurants,

hotels, exotic car rental agencies and golf courses.

Quality positioning.

The quality of Pilot Plus service is the most important part of the company’s brand

recognition (Guettler, n.d.). Pilot Plus will present itself and provide trusted service to the pilots

and elite passengers. The defining purpose of Pilot Plus is to position itself and create a better

lifestyle for the pilots and its passengers. Our employees will also communicate and provide

quality customer service to the pilots and their passengers. They will believe in the brand, which

will impact the relationship with the pilots and passengers.

Value positioning.

Pilot Plus will provide a high-value and high-quality service to the private aviation

marketplace (Guettler, n.d.). Pilots and their elite passengers prefer to have value over price.

The goal is present the Pilot Plus as a valuable resource to the pilots and passengers that will

make their travel experience more predictable and enjoyable. Once the pilots and passengers see

that Pilot Plus is useful to their travel experiences, we will reward them for their loyalty. We can

reward the pilots and passengers by exceeding their expectations and giving them extra rewards

and discounts from their favorite vendors.

Benefit positioning.

Pilot Plus will highlight the unique benefits of our service that the pilots and elite

passengers will receive on their trips (Guettler, n.d.). Pilot Plus has benefits that are crucial to

pilots, and elite travelers to make their journey more comfortable. The pilots and passengers

need to have an emotional connection with Pilot Plus because they are receiving the ultimate


benefits after using the app. It is our intent to have them come away from a Pilot Plus

experience knowing that someone is taking care of them.

Problem and Solution Positioning.

Pilot Plus will address the problems and provide solutions to the pilots and their elite

passengers (Guettler, n.d.). The pilots and elite passengers will have a more efficient and

luxurious trip after using Pilot Plus. Pilot Plus will be flexible enough to make changes that will

solve the problems for the pilots and passengers and create solutions to make their travel

experience more satisfying. We will engage the pilots and passengers along with building new

partnerships with the schools, airports, golf courses and restaurants to get feedback and

communicate a new message.

Celebrity Driven Positioning.

Pilot Plus will utilize celebrity endorsements and testimonials to enhance the brand’s

image (Guettler, n.d.). The pilots and elite passengers will trust and believe our celebrity

endorsements because they are people who share a lifestyle very similar to their own. Some of

our celebrities will be featured on our website, video blogs, print ads, online ads and be available

in person to promote at the golf clubs, restaurants, hotels and exotic car rental locations.

Brand Extension.

Additionally, Pilot Plus will utilize a brand extension in conjunction with umbrella

branding for an additional product under the Pilot Plus brand called “Sky Lens.” The umbrella

branding strategy is crucial because of the established Pilot Plus name in the marketplace

(Lacobucci, 2014). As a result, the “Sky Lens,” will enhance the Pilot Plus brand loyalty. To

make the best product for the pilots, Pilot Plus will collaborate with Luxottica, the maker of Ray-

ban to produce the sunglasses. Pilot Plus and Luxottica will co-brand as a joint venture to create


a quality product for the pilots (Lacobucci, 2014). Luxottica and Pilot Plus will leverage each

other’s expertise to generate revenue and gain market share. Pilot Plus will create a brand

extension for the app by developing Sunglasses for Pilots called “Sky Lens.” The first thing we

will do is research for the design of the glasses, and then we will collect data from the pilots for

their feedback. The feedback from the pilots will help us develop a prototype and then give a

few of the glasses to a selected group of pilots to wear in the sky. Ultimately we want to create a

wearable technology on their face for the pilots to check weather, track birds and planes in the

sky as well as protect their eyes from the sun.

Pricing.

The Pilot Plus pricing strategy will reflect the quality of our products and services that

the pilots and their passengers will receive on our platform. Our pricing strategy will help

maximize our sales and profits to achieve our marketing goals (Richards, n.d.). Pilots and

passengers will pay a premium price for premium products and services. The pricing strategy

will be based an agreement with all of our hotel, car and restaurant partners.

Pilot Plus Pricing Strategy

Pilot Plus will receive 20 percent on all purchases that the pilots and passengers make

from our vendor partners. Pilot Plus will have an app for bonus features for our premium pilot

and passenger’s members that will give them additional tools, features, and rewards priced at

$9.99 per month. Some of those premium benefits for pilots will be a fuel calculator, prime

service at the private airports along with discounts at hotels, restaurants, renting cars and playing

golf. Some premium benefits for the passengers will include VIP service at hotels, restaurants,

car rental agencies, Golf clubs and luxury items from their favorite clothing stores. Our goal at


Pilot Plus is to be able to service our pilots and passengers with as many benefits as possible to

make their travel lifestyles more enjoyable.

Distribution Strategy

To be profitable businesses must choose the right platform to deliver their products and

services to their particular customer. Executives must determine the appropriate distribution

strategy that is efficient and has the right placement for the consumer so they can receive their

product or service (Mandal & Roy, 2012). Pilots and passengers tend to be quite technologically

savvy with their smart phones so using our app to enhance their comfort and convenience is not

expected to cause resistance.

Pilot Plus Distribution Strategy.

The Pilot Plus Distribution Strategy will be web driven with vendor selection on the app,

including pre-reservation email confirmation as well as courier delivered products and services at

a place of their choosing (plane side, airport, office, home, restaurant, or golf course). For

example, if they order a hotel that they can check in from the app, have their rental car delivered

planeside or left in the parking lot for them, and they can have their favorite food delivered from

a restaurant. The goal is to provide a quick, efficient and convenient ordering process for the

pilots and passengers that will make their travel experience luxurious and memorable.

Classify the company’s major competitors as inter- or intra-competitors. Categorize the

competitor’s major strengths and weaknesses.

Competitors

Businesses have rival companies in the marketplace trying to similar sell products and

services to customers. A smart executive should study their competitor’s products, services,

market position and financial capabilities to remain a leader in the industry (Krasny, n.d.). The


company without a unique product or service will end up losing market share to their

competitors. Pilot Plus will be exclusive to the private aviation industry and integrated with the

private airports. Our service will give the pilots and passengers real-time information at the

private airports, which will save them time, money and allow for them to have a more enjoyable

travel experience. Currently, there are no competitors that are focusing on an app that provides a

premium concierge service that is on demand for pilots and elite passengers at the private

airports.

Pilot Plus Competitors

The Pilot Plus competitors that we have to pay attention to in the private aviation app

marketplace are Jet Smarter, Victor, and Stellar Labs. These competitors primarily focus on

booking the jets for the pilots and passengers rather than handling their concierge and lifestyle

services while they travel. Pilot Plus will fill that void of merging technology and exceptional

customer service with the private airports and vendors to create an enjoyable travel experience.

Inter-brand competition.

Pilot Plus will have different products, services and integrated technology that our

competitors will not offer to the pilots or passengers in the private aviation industry. Brand

differentiation, quality of products, price, and technology, will fuel the inter-brand competition

between the other private aviation apps (“Brand Competition,” 2002). The major inter-brand

competitors that Pilot Plus must pay attention to are Jet Smarter, Victor and Stellar Labs. These

companies focus on booking applications for pilots and passengers however they do not

concentrate on the lifestyle and concierge logistics of the flights. For Pilot Plus to be successful,

our strategy will be to build a successful technological relationship with the private airports and

the vendors so that we can build a platform that allows the pilots and passengers to make


convenient purchases. The goal is to protect our passenger’s, pilots and the private airports

proprietary information on our app. We will start by having the ultimate information security

cooperation with our vendors and private airport. Our Chief Technology Officer will spearhead

this effort by implementing the most up to date cyber security technology along with working

with the private airport and vendor’s technology staff to protect their data. As a young company,

the pilots, passengers and private airports have to trust that we have the software that can guard

their information because our target segment is very wealthy and we can’t afford to have their

information hacked by the wrong people ending up in the wrong hands.

Competitor Strengths.

The main competitors in the apps for aviation and travel segment are Jet Smarter, Stellar

Labs, and Victor. They all target the private pilots, elite passengers, corpor ations, fixed based

operation, celebrities and business people. The reason they target this particular segment is that

they have a tremendous amount of buying power. These groups of individuals are willing to

spend thousands and even millions of dollars to have a nice time with their friends and family

using private jets. The ultra-high net worth traveler is ready to take luxury business trips and

exotic vacations any day of the week. Their money and loyalty will help the apps for aviation

and travel segment become very profitable shortly.

Jet Smarter Strengths.

Can book a private jet trip in seconds using their smartphone or tablet.

State of the art technology to help the elite passengers customize their flights so that the

private jet operators can bid on the trip.

Private terminals and give red carpet treatment from the time the elite traveler arrives for

their flight.


A live customer service staff around the clock.

Stellar Labs Strengths.

Secretly developing a business aviation marketplace in stealth mode.

Refining back-end network for flight operators to manage automated scheduling, pricing,

route optimization.

Yield fast search results and booking to users.

Financially stable.

Victor Lab Strengths.

Highly publicized to aviation experts due to celebrity investors.

High sales growth.

State of the art technology.

Competitor Weaknesses.

Pilot Plus is in a position to capitalize on our competitor’s weaknesses. Jet Smarter,

Stellar Labs, and Victor all focus on the elite passengers’ needs rather than the pilots, Charter

Company’s and private airports who control the logistics of the flight by ordering the hotels, car

rentals, and food to make the trip enjoyable. Once Pilot Plus successfully integrates with the

private airports and charter companies, then we will focus generating revenue from elite

passengers booking their flights.

Jet Smarter Weaknesses.

Lack of brand recognition from the private jet pilots and some elite passengers.

Technology is too focused on helping the pilots with their flight logistics such as buying

fuel, booking hotels, buying food and renting a car.


Not technologically integrated with the private airports and charter companies to help

streamline the logistics.

Focus too much on the booking of trips for the elite passengers rather than the concierge

services of booking a hotel, renting a car or buying food.

Stellar Labs Weaknesses.


Not technologically pilot-friendly to help them with their flight planning and logistics

such as buying fuel, booking hotels, renting a car and buying food.



Victor Weaknesses.


Not technologically pilot friendly to help them with their flight planning and logistics

such as buying fuels, booking hotels, renting a car and buying food.



Develop the differentiation strategy in relation to your closest competitor.

Differentiation Strategy

Pilot Plus is one of many apps in the private aviation sector. For Pilot Plus to stand out

and become a leading service provider to pilots and elite passengers, we must build a brand

rather than just a narrow range of services. Our differentiation strategy will focus on our

research, personnel, business development and customer service representatives (Saint-Leger,

n.d.). Pilot Plus will leverage its differentiation features and benefits to the pilots, elite


passengers, and private airports by integrating each platform into a one-stop shop connecting

each stakeholder together. As a result, all the hotels, car rental agencies, restaurants and golf

courses will be linked to the pilots and passengers at their convenience.

Pilot Plus Differentiation Strategy

The closest competitor to Pilot Plus is Jet Smarter. Jet Smarter is the closet because of its

narrow focus on the lifestyle and concierge services for the pilots and passengers. They are

recognized and respected by clients for giving world-class customer service because of their state

of the art technology and client support. However, our analysis of their function indicates that

Jet Smarter is more focused on booking the flights for the pilots and passengers rather than

serving them as their lifestyle and concierge services provider. Pilot Plus will differentiate itself

as the premier lifestyle and concierge services brand for the pilots and the elite passengers. At

present, Jet Smarter is not connected to the private airport. Their location limitation is our

opportunity. We feel our app will be uniquely positioned to capture the pilots and elite

passengers at private airports. Connectivity and technological integration is our competitive

advantage, the primary differentiation strategy. Pilot Plus will be initially branded and designed

for the pilots. Since the pilots are in control of the trip, we want to make an effort to streamline

their non-flight experience. The proximity between the pilots and elite passengers will spread the

word about Pilot Plus products and services.

Furthermore, the pilots are in control the trips so we must make an effort to streamline their

jobs more efficiently resulting in the word of mouth to the passengers. We must technologically

integrate the pilots; travelers and vendors with the private airports so they can have synergy to

coordinate, communicate and purchase goods and services on our app. Once we gain the trust,

credibility and revenue from of the pilots and passengers for the lifestyle and concierge services


we will then expand into booking the private jet flights for our clients. As a result of capturing

the hearts and minds of the pilots and passengers, we will be able to generate revenue by

competing on service, price, and quality. The reputation we want to build is this: a premium

product and services for premier clientele.

Establish whether the company’s intention is to become a leader or a follower in the

industry.

Company

An individual alone can hardly beat their competitors by s to gain market share. They

must be a part of a group of people who collaborate to achieve income goals (Kokemuller, n.d).

Pilot Plus is a company that has the intention and goal to be a leader in a particular niche of the

private aviation industry. We recognize that we are not the first private aviation app in the

industry. However, after researching the offerings of our competitors, we realize our strengths

and their weaknesses to fill a perceived gap. Our strengths as a company will be our research,

technology, employees and relationships with the private airports and vendors. The weaknesses

that we have found in our competitors are their lack of research in customizing the app for the

pilots, elite passengers, and private airports so that they are all communicating on one

technological platform together. Using on our strength to this market weakness it will allow us

to capitalize on our specialty to generate revenue, gain market share and maintain a leadership

position in the industry.

Industry

The private aviation app industry is very new however it is starting to become very

competitive. Jet Smarter, Victor and Stellar Labs are leading the industry now. They have

become the leaders in the distribution and sale of goods in the private aviation app industry


(Norman, n.d.). Those apps are focusing on booking the jets for the pilots and passengers and

forgetting about the concierge and logistical aspects of them as well as the private airports. Pilot

Plus will fill that void of merging technology and exceptional customer service with the private

airports and vendors to create an enjoyable travel experience. We will change the industry by

utilizing technology to become a one-stop shop for pilots to order all of their private airport

services, book their hotels, rent cars and buy food. We expect passengers to follow their lead by

being able to book their hotels, rent cars, buy food and play at the most exclusive golf courses in

the world.

Leader.

My experience as a Lead Line Service Technician working with pilots and elite

passengers at a private airport convinced me of two things: 1) an opportunity existed to fulfill

unmet needs and 2) the quality bar for technological access and convenience raised. After seeing

the challenges pilots and their elite passengers experienced it made me believe that Pilot Plus

will be the leader in the industry. As a leader, Pilot Plus will create an opportunity that will

benefit many people, organizations, and society (Treasurer & Menasche, 2014). Pilot Plus will

create jobs for the community, advance technology in the private aviation industry helping pilots

and passengers streamline their trips, therefore, reducing the carbon footprint in our

environment. Becoming a leader in any industry is very hard. Maintaining a leadership in any

industry is even harder. As a company, Pilot Plus will grow and maintain that leadership

position in the industry by leveraging our strengths, improving our weaknesses, exploiting our

competitor’s weaknesses while minimizing their strengths. I have realized from an executive

perspective that our weakness of not being a brand that is recognized by the passenger as a

private jet booking app similar to our competitors is one of our greatest weaknesses however it


will also be our biggest strength. It will be our greatest strength because we will cater our app to

the pilots needs because they control the flight plan and private jets. Our competitors are not

branding anything for the private jet pilots or the private airports. The passengers look to them

for their skill and expertise when it comes to private aviation travel. Pilot Plus will become a

leader because our technology is for a pilot's one-stop shop for all of their non-flight travel

needs. Once we perfect the service, the pilots will love using it, and it will then sell itself

because of the word of mouth marketing. The pilots will then advise the passengers to use it and

then next then you know they will love it too. After the passengers start using it in high volume,

we will then starting booking trips on our app too. Also, we see Pilot Plus as a leader in

marketing strategies through its word-of-mouth advertising from pilots to elite passengers. We

expect that after passengers begin using it in high volume, we can start to book trips on our app

too. Our ultimate goal would be to complete our exit strategy of selling Pilot Plus to a private

equity firm or private airport.

Specify two (2) social media and/or media tools that you would use as you develop your

plan. Justify each of your chosen tools.

Media Tools

The media tools that Pilot Plus will utilize for our marketing plan to attract the pilots and

passengers are business newspapers, business magazines along with golf magazines, luxury

travel, and trade publications. Our segment is small, so there is no need to advertise by using

mass media such as radio, television, billboards, email, direct mail and social media (Linton,

n.d.). Private jet pilots and passengers are an exclusive segment, which is particular about the

media they consume because of time, quality of products, services, and information. By

targeting the pilots and passengers in the business newspapers, business magazines, golf


magazines, luxury travel and trade journals, we will receive a return on investment by investing

our advertising dollars in those mediums.

Pilot Media Tools

The media tools that Pilot Plus will use to attract the private jet pilots are trade magazines

such as Airlines International, Flight Global, Aviation Week, Flying, Air & Space Magazine, Air

Journal, AvWeb, Airways News, AINoline and ATW. We will advertise in online versions of

these trade magazines because the information is more timely and up to date. The best places to

advertise in these online magazines are on the front page of the sites along with being announced

and mentioned on each trade magazines Linked In, Twitter, Facebook and Instagram pages to

reach the pilots who connect and become followers of their content. I believe this is the best way

to utilize social media to reach the pilots because it is a subtle, not intrusive message nor will it

cheapen the image of our service. The reason is that private jet pilots do not use social media

tools such as Twitter, Facebook, and Instagram to promote their services or to find a job because

the exclusivity of the industry. Pilots have to be careful when using media tools because it could

ruin their reputation and prevent them from getting hired because of the personal photos or an

employer as unprofessional might perceive videos they might post to their friends and families.

A pilot has invested hundreds of thousands of dollars in their careers, so they do not have time to

socializing on social media or forums to discuss jobs and other trade information. They are

seeking a particular pilot job with a charter company that comes with money and prestige rather

than just a regular airline job. The charter businesses and carriers hire private jet pilots for jobs,

and their hiring managers do no use social media to do their recruiting. The hiring managers

have to be very particular who they hire and where they hire because of the ultra high net worth

clientele that the pilots will be serving. In most cases pilots get their jobs with carrier and charter


companies because they know someone or word of mouth. Pilot Plus have to be careful not to

give the perception to the pilots that we are a cheap or ordinary tool because they see us on

Facebook, Twitter, and Instagram.

We want to project the image to the pilots that we are not only experts in our service but

also extraordinary. That is why Private jet pilots read trade magazines to stay up to date on the

latest aviation techniques, newly released jets, current laws, and regulations. We will advertise

online in Airlines International, Flight Global, Aviation Week, Flying, Air & Space Magazine,

Air Journal, AvWeb, Airways News, AINoline and ATW. These online magazines are also

excellent sources because the pilots will find out about daily events too which will be good for

Pilot Plus when it is time for our marketing events. As part of their professional development,

pilots must stay abreast of changes in the aviation industry. Pilots regularly read trade journals in

their field. Increasingly that information can be read on their phones and tablets. Pilots will get

old and retire so to stay current we will advertise with the top aviation schools such as Embry-

Riddle Aeronautical University, University of North Dakota, Western Michigan University and

Purdue University. We will advertise on their online portals and sponsor events. That way we

will stay up to date and current in the minds and hearts of the future pilots who will be our

customers. Placing ads in these online trade magazines and collaborating with the top aviation

schools for future private pilots would surely catch their eye and give us our greatest return on

investment.

Passenger Media Tools.

The media tools that Pilot Plus will use to attract the elite passengers are business

newspapers, business magazines, golf magazines and luxury travel magazines. We will advertise

in the print and online versions of these luxury travel magazines because the passengers read


them while they are on their private jets and in their limos to buy luxury goods and to look at the

business news. Elite passengers research luxury items in these online and print magazines such

as clothes, shoes, cars, cologne, golf apparel, hotels and restaurants. They want a mix ultra

personal, short form content, high production value and long form branded journalism that

doesn’t include your typical social media (Burn, 2013). Pilot Plus will advertise in luxury travel

magazines such as GQ, Business Jet Traveler, Private Air Luxury Homes, Luxury Travel

Magazine, Jetset Magazine, Elite Traveler, Centurion, Wealth Collection Magazine, Prestige

Magazine, Robb Report, Bespoke Magazine, Luxury Life Magazine, Nobleese, Black Ink,

Departures, Black Ink, Sur la Terre, Blu Inc Media, American Express Publishing and Niche

Media Publishing. Then Pilot Plus will also advertise in Golf Magazine, Golf Digest, Global

Golfer and Green.

Our target segment loves to play golf, and these print and online magazines are an

excellent way to reach the elite passengers because they are a part of the affluent lifestyle that

they live on an everyday basis in their homes and on their jets. For the ultra-high net worth

passenger who reads business magazines, Pilot Plus will advertise in the print and online version

of Forbes Magazine because our segment is their subscriber. Then Pilot Plus will reach

additional elite passengers by the print and online version of the Wall Street Journal. I have

confidence that the WSJ and magazines highlighting the luxury lifestyle will be great marketing

tools because I see pilots and elite passengers reading these materials every day in my job as a

service technician at a private airport. From this on-ground perspective, I believe that

advertising in the luxury magazines and business newspapers will give us the greatest return on

our investment for our marketing dollars.


Suggest the integrated marketing communications that are most relevant for your

marketing plan. Relate each marketing communication to your company’s advertising

strategy.

Integrated Marketing Communications

Pilot Plus will have to use multiple marketing strategies to advertise to our target market.

We will utilize an integrated communications plan to combine multiple strategies for our

marketing campaign. The Pilot Plus marketing campaign will include advertising, direct

response, sales promotions and publicity to give us a competitive advantage in the private

aviation app marketplace (Wienclaw, 2016). Much of our plan will be based on my experiences

as a lead line service technician at the private airport however as a team we will go more in-

depth to research and analyze the most efficient way to communicate to our target market of

pilots and elite passengers to serve their needs and motivations.

Pilot Plus Integrated Marketing Strategy

Pilot Plus will utilize advertising and sales promotions as integrated marketing strategies

to get better results and to reduce our marketing costs. The pilots and passengers are a segment

that is very particular of what information they receive along wit the products and services they

buy so it is imperative that our message is consistent, has clarity so that our communication with

them can have a maximum impact. As a team, our goal is to become the best service to provide

the pilots, their passengers, and their families the best value via Pilot Plus so that they can have

the travel experience of their lives.

Pilot Plus Advertising Strategy.

Pilot Plus will use advertising as a primary strategy by placing targeted ads in the online

versions of trade magazines for the pilots along with print and online advertisements in luxury


travel magazines, business newspapers, and business magazines that the elite passengers read.

By advertising in these magazines and newspapers, we will reach the pilots and passengers

because of the high interest in this demographic group. The ads will be very classy and

informational which will connect our target audience with experts in the fields want to pamper

them with luxurious products and services. Furthermore from a business standpoint, advertising

in the trade and luxury travel magazines along with the business newspapers and business

magazines is very cost effective along with giving us the best possible chance to receive credible

results.

Pilot Plus Sales Promotions Strategy.

Pilot Plus will utilize promotions on our app to drive awareness and sales with our

vendor partners. Our integrated marketing approach will include partnering with hotels, car

rental agencies, restaurants and golf clubs to create a unique promotional rewards program for

our pilots and elite passengers. The pilots and passengers who utilize Pilot Plus will be treated

as members and given top shelf service at our hotel, car rental, restaurant and golf club partners.

They will receive a special rewards code from Pilot Plus before they visit our vendor partners to

experience their products and services. The reward system allows our pilots and elite passengers

to accumulate additional top-of-the-line products and services. Pilot Plus will create a long-term

relationship that is mutually beneficial for our pilots, elite passengers and vendor partners by

leveraging sales promotions that bring value. This approach will be effective because our pilots

and passengers are used to an affluent lifestyle that includes memberships at the elite car and

sports clubs. The Pilot Plus advertising strategy has an exclusive visibility only to a targeted

group of pilots and elite passengers yielding high returns with their purchases of quality products

and services on our app.


References

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Assignment 3 Marketing 500 Part C Your Marketing Plan

Documents