MARKETING PLAN BY : ANGELA ROMERO
Nov 28, 2014
MARKETING PLAN
BY : ANGELA ROMERO
By Sir. Richard Branson
Brand extension marketing strategy:
• Using the same brand name in a different product market
Can anybody name some of its brand extensions?
VIRGIN BRAND
HISTORY: VIRGIN AMERICA• Started August, 2007 routes to
• By 2012, Virgin America has travel destinations to 13 cities– Seattle, Portland, and Dallas.
WHY• Because its target market flies for business purposes &
these cities are business hubs
TARGET MARKET
• Gen X / Gen Y • Young Professionals • Tech-savvy • Business Travelers• Silicon Valley Entrepreneurs
CREATIVE CLASS
PRODUCT: AIR TRAVEL Entertainment & productivity
Low cost
Quality service
WHY?
• Tech savvy--High tech offering
• Travel for work– work on the flight
• Fly frequently want great service
PRICE
Price Discrimination
Comparable to Southwest: Low cost
Main Cabin Main Cabin Select First Class
DISTRIBUTION
30%
Online Travel Agencies
70%
Company Website
DISCOUNT WEBSITES
WHY?• The “creative class” shops on the web
• Not brick-and-mortar travel agencies
• High fixed cost and low variable cost
• Rather have more passengers in the flight at a discounted rate than losing that revenue.
PROMOTION: SOCIAL MEDIA
• Sales promotions• Brand awareness• Service– Rebooking
?
GOALS
MULTIMEDIA CAMPAIGN: “BREATH OF FRESH AIRLINE”
Out of Home
Online
WHY?
• Best place to reach them is online
• Or, in places where commuters frequent, like train stations or transited streets
• Tech savvy• Work
CONCLUSION• Virgin America is a high-tech airline that targets business
travelers
• Derives reputation from its parent brand, Virgin
• Delivers on low-cost promise, but offers extra amenities
• Performing well because it keep expanding its routes
Any questions?Thank You.