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Virgin Airlines Marketing Strategy
Virgin Airlines has long led the way in the airline industry for its embrace of a marketing strategy that targets the middle and even low-income flyer. However, rather than position itself as an airline with an eye upon marketing itself as merely a down or middle market airline, providing peanuts to its customers rather than pheasant under glass, it instead has attempted to provide quality, almost luxurious service to its customers through the use of amenities geared to all passengers, including members of the economy class. It does so partly by with the aim of attracting younger consumers in greater numbers, as was particularly evident in its Austin Powers marketing campaign.
Virgin Blue has also stated explicitly, that regarding its research done on what flyers are looking for in an airline, Virgin Blue wants to make a genuine low fare launch offer that is available to everyone, "not just the fortunate internet-savvy few and not just a few seats at an inconvenient time." Market research has also indicated to Virgin...
"Even people who want to go to the Olympics or get away from the Olympics will be able to take advantage of this special launch offer," noted the airline in a recent press release. (Virgin Blue Cleared for Take Off, 2000)
Virgin stresses in its press releases that discount fares are integral to the airlines' image. Discounts and amenities are not something that simply comes and goes with fashion. "Virgin Blue is confident its marketing strategy will reveal the integrity behind the Virgin Blue product, making low fare seats available to the entire public and not just the Internet savvy fortunate few," said one of its chief marketing executives, Brett Godfrey. He added, "we will do whatever it takes to remain competitive but we also believe any airline needs to strike a balance between sparking the public's imagination and desire to travel, with long-term economic viability. We have no interest in becoming Compass 3," referring to a defunct airline…
Works Cited
Cummings, Dennis. (2004) "Virgin Atlantic Airways Limited." Hoover's Online. Company Profile. Retrieved on September 1, 2004 at http://www.hoovers.com/virgin-atlantic-airways/--ID__43977 -- /free-co-factsheet.xhtml
Virgin Blue. (August 2000) "Virgin Blue Cleared for Take Off." News. Retrieved on September 1, 2004 at http://www.virginblue.com.au/news/aug2000.html
Virgin Blue. (August 2002) "Virgin Blue Update." News. Retrieved on September 1, 2004 at http://www.virginblue.com.au/news/aug2000.html
Kodak decided to implement this initiative after conducting market research on the costs of printing at home. According to a study by InfoTrends, the greatest obstacle to printing at home is the cost of ink and supplies (Kodak, 2007). Another printer from the new line, the Kodak EasyShare 5300 offers a 3-inch color LCD display that enables photo viewing and cropping directly from the printer, with a memory card slot
Retrieved February 20, 2005 at http://www.virgin-atlantic.com/en/us/allaboutus/ourstory/history.jsp American Express Incentive Services. (2004). Virgin Atlantic Case Study. Retrieved February 21, 2005 at http://www.aeis.com/hrshows/Case_Studies.html#222 flyingco. (2005). What is flyingco. Virgin Atlantic Web site. Retrieved February 21, 2005 from http://www.virgin-atlantic.com/en/us/corporateandtrade/flyingco/index.jsp Karantzavelou, V. (2004, December 9). Branson predicts global growth for Virgin Atlantic. TravelDailyNews.com Retrieved February 20, 2005 at http://www.traveldailynews.com/new.asp?newid=19899&subcategory_id=53 Luxury Travel Source. (2005). Virgin Atlantic Airlines. Retrieved February 21, 2005 at http://www.luxurytravelsource.com/virgin_airlines.html Reveries. (2002, November). Like airplanes, like
Conversely the partnerships of open source databases vendors including MySQL and others have created a strong alliance that has forced Microsoft's SQL Server database team to create customized connectors for these open source applications. Open source, first the subject of an encirclement strategy, is now implementing its own on Microsoft's operating system business. The Linux operating system is now pre-installed on many of the world's leading hardware manufacturers' laptops,
airlines operating in and out of the UK. It has 12 sources in Harvard Style. Company Overview British Airways (BA) has come a long way by expansion of their services and fleet. Currently the airline is operating from Harmondsworth in the United Kingdom. British Airways is the biggest airline providing airline facilities all over Europe. The airline has strength of more than 365 planes. British Airways offers its clients access to
Marketing Plan Singapore Airline is one of leading airlines companies in the industry for several decades. Its dual strategy of providing excellent services and keeping cost-effective has helped it to earn substantially profitability and enlarge its market continuously. This essay will firstly discuss the external and internal environment of Singapore Airlines through several aspects, such as company description, social economics data, strength, weakness, opportunities, and threats, product and services etc. Following
4). The return on this modest investment was impressive: "We saw that mobile is five-to-ten times more effective than online advertising" (Butcher, 2009, para. 4). The contest also increased visitors to the company's WAP site (Butcher, 2009). 7. Description of Location The same location will be used for the envisioned marketing campaign as the "Back for a while" initiative which targeted Hispanic males and females ranging in age from 27 to 45