Marketing Communications Management For New Research Proposal

Excerpt from Research Proposal :

3.5. Communications Strategy

The company has developed and implemented an innovative communications strategy in order to attract more customers. Therefore, the company sells its tickets through cash machines, mobile phone networks, convenience stores, and movie rental shops (Sobie, 2006). 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 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...
...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. 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 packages. Therefore, the company intends to provide travel packages that satisfy the needs of this customer segment.

Some of the members of this customer segment use airlines companies for vacation travel purposes. The company should identify the preferred destinations of these customers and make efforts into addressing them. This could help the company develop a loyal customer base. The use of promotional campaigns in certain period would also help the company gain significant market share and increase the number of customers that purchase the company's products and services.

4.3.2. Pull, Push, and Profile Communication Strategy

Given the fact that push strategies are developed in order to promote the company's products and services to wholesalers and retailers so that the company forces its products on the distribution channel, the business activity of Bowling Asia Airline does not support this type of communications strategy.

The pull strategy ensure direct communication with the customers, which means the company should focus on this type of communication in order to reach its communication objectives. The company should therefore develop and implement an aggressive advertising campaign that targets the customers through numerous marketing channels.

The message of the advertising campaign should be differentiated in accordance with each customer segment it addresses. This is because these customer segments have different characteristics, are motivated by different factors, and require different marketing channels for communications.

The profile strategy ensures the development and implementation of the company's corporate promotional objectives. This means that the company should initiate and maintain a continuous dialogue with the customer segments is addresses.

4.4. Integrated Communication Plan

4.4.1. Above the Line Communication

As mentioned above, the different characteristics of the customer segments targeted by Bowling Asia Airline require that different marketing channels are used in the company's communication strategy (AllExperts, 2006). Therefore, it is recommended that the company develops a series of TV commercials that are aired during the periods when the company's potential customers are most likely to watch TV.

Newspapers and magazines also represent a communication channel that the company should address. Bowling Asia Airline should buy promotional space in newspapers and sports and business magazines.

4.4.2. Below the Line Communication

In order to reach its communications objectives, it is required that Bowling Asia airline also uses below the line communication. In this case, the company should focus on tourism and travel exhibitions and trade fairs. Sponsorships of certain events, like sports competitions, are also recommended. This helps the company reach a larger audience for its communication strategy.

4.4.3. New Media Advertising

Some of the customer segments addressed by Bowling Asia Airline require modern advertising techniques. This refers to websites, blogs, and search engines. The company should create its own website where Bowling Asia Airline presents the company's activity, its products and services, and other useful information for the company's customers. In addition to this, the company's website should provide the opportunity to purchase travel packages online.

A series of blogs regarding travel and tourism can promote Bowling Asia Airline's products and services. Search engines are also quite useful in increasing the notoriety of the company.

4.5. International Launch

The company will develop an international launch campaign for the UK. This is because this destination is one of the most preferred destinations for Bowling Asia Airline's customers. In addition to this, the UK market presents significant growth potential for the company. This would allow Bowling Asia Airline to expand its activity in other countries also.

5. Conclusions

The economic environment that characterizes world nowadays has determined a series of factors to influence the activity of existing companies and the development of companies that intend to enter certain markets. The environment is quite unstable, making it difficult for companies to anticipate their sales volume or to determine the purchase and consumption behavior of their customers.

Bowling Asia Airline intends to entry the low cost airlines industry in Thailand. Competition is quite strong in…

Sources Used in Documents:

Reference list:

1. Thailand (2010). Central Intelligence Agency. The World Factbook. Retrieved November 6, 2010 from

2. Low-Cost Airlines Hit by Recession and Fuel Price Escalation (2008). The Times. Retrieved November 6, 2010 from

3. Ford, N. (2005). Low Cost Airlines Increase Market Share. African Business. Retrieved November 6, 2010 from

4. Does Low Cost Mean High Risk? (2007). The New York Times. Retrieved November 6, 2010 from

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