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Félina FLAMMaxime FONTAINEAnne ULRICH

MARKETING PLAN

Company profile - AIRBUS

• Founded in 1970

• Headquarter in Toulouse

• One of the world‘s leading manufacturer of aircrafts

• Subsidiary of EADS, a European airspace company

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Marketing Plan - Agenda

1. Strategic analysis

2. Achievable Marketing Objectives for 2010

3. Yearly Action Plan & Marketing Budget

4. Control Procedures & Criteria of Success

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Marketing Plan - Agenda

1. Strategic analysis

2. Achievable Marketing Objectives for 2010

3. Yearly Action Plan & Marketing Budget

4. Control Procedures & Criteria of Success

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Strategic analysis

1.1 Business Trend

Aviation is an important element in today’s world and influenced by social and economic development.

3 à Annex A

1.2 Market analysis

Airbus aircraft manufacturing is acting basically on two markets:

1.3 Competition• Duopoly Market with Boeing as competitor

• Future menace by Asian and Canadian companies

Strategic analysis

CivilAircraft

Military Aircraft

4 à Annex B, Annex F

1.4 Market Segmentation (by needs)

– Business to Business

– Consumer• Frequently purchases for service fleet for airlines

like Air France, Lufthansa, Emirates

• Supply of Military Aircraft with U.S. Army as the most demanding customer

• Unique purchases by private persons

– Potential customer in the Low-Cost-Carrier segment

Strategic analysis

5 à Annex F

Strategic analysis

MarketingOffer

MarketingPromotion

1.5 Marketing Mix

6 à Annex C

The most important elements for Airbus are Direct Marketing and Physical Features

à

1.6 Analysis of the Situation

– A product of high quality, safety and comfort is the reason for Airbus’ market leading position (USP)

– High R&D Costs to keep a high technological standard

– New markets in Asia à Risk for new competitors

– Increasing price of oil

Strategic analysis

Present

Future

7 à Annex Dà Positioning in Annex E

1.7 Source of Information• www.airbus.com

• Contact persons:– Questionnaire:

• Louis FARAUT (Airbus CE Customer Support, Retrofit manager)

• Eric RODET (Airbus Customer Service, Retrofit team)

– Telephone interview:• Sarah FRIEDRICH ( Airbus Procurement SC improvement)

• Katharina SCHLÜTER (Lufthansa Technik Logistik, Key Account Manager)

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Strategic analysis

à Annex F, Annex N

Marketing Plan - Agenda

1. Strategic analysis

2. Achievable Marketing Objectives for 2010

3. Yearly Action Plan & Marketing Budget

4. Control Procedures & Criteria of Success

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2.1 Marketing Strategy

– In 2010 Airbus will open an Overhaul Service Center for the aircraft type A 380 in Toulouse

– The Overhaul Service Center will offer:

» IL Check (after 15.000 flight hours)

»D Check (after 30.000 flight hours)

Achievable Marketing Objectives for 2010

9 à Annex G

2.2 Desired Market Segmentation (by loyalty/needs)

– Service for current clients without own overhaul possibilities

– Attracting interest of new customers through this additional offer

– Only for Civil Aircraft, no proposition for Military clients

Achievable Marketing Objectives for 2010

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AdditionalElements

Achievable Marketing Objectives for 2010

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à Increasing the focus on Quality of Service

à Annex C

2.4 Marketing Objectives

– Using of existing technical Know-How

– Overhaul Service helps to keep the former clients

– Better image for the company (better safety)

– New advantages compared to Boeing

– Joint Venture with Chinese company to enter the Chinese market

Achievable Marketing Objectives for 2010

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2.5 Position• with the new Overhaul Service for A 380 Airbus will

be the first provider in this section• Airbus’ Image will rise because of the new offer

2.6 Yearly Sales Forecast for 2010

10 x 2.350.000€ = 23.500.000€Number of Aircrafts Cost of IL-Check Sales Forecast 2010

à Increasing Sales in the following years

Achievable Marketing Objectives for 2010

à Annex E, Annex H13

Marketing Plan - Agenda

1. Strategic analysis

2. Achievable Marketing Objectives for 2010

3. Yearly Action Plan & Marketing Budget

4. Control Procedures & Criteria of Success

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3.1 Main Cooperative Bodies– MRO Services: HAECO, Lufthansa Technik

– Airlines: Emirates, Singapore Airlines

– Others: Blohm+Voss

3.2 Maintaining marketing activities• We recommend Airbus to promote the Overhaul

Service during different Air shows like the Paris Air Show or ILA Berlin.

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Marketing action plan & budget

à Annex I, Annex J

3.3 Developing new Product and its pricing– New Service:

• An Overhaul Service Center which offers the performance of IL Checks (after 15.000 flight hours) and D Checks (after 30.000 flight hours) for A380

– Pricing: (example for IL Check)

• Setting of a variable price spectrum

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Marketing action plan & budget

working hours

Cost Overruns for Airbus

35.000 42.000

Fix Price of 3,5 million €

Reduction for client

à Annex K

3.4 Promoting Marketing Activities

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Marketing action plan & budget

1) Quality of Service• First overhaul service for A 380• Intranet connection for clients

2) Direct Marketing• Direct explanation of new service

for potential customers over telephone, emails or visits

• Special information event3) Physical Features

• Codetermination for physical features also for overhaul service

3.5 Service Marketing• Information about the overhaul before and during the

maintenance

• Automatic Information to the clients when the next overhaul service has to be done

3.6 Marketing Yearly Budget à 6% of sales volume

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Marketing action plan & budget

à Annex L; Timetable for Action plan in Annex M

Resources Usage

Cooperation 120.000 € Quality of Service 705.000 €

Proper resources 1.290.000 €

Direct Marketing 465.000 €

Research/Feedback 120.000 €

Not allocated funds 120.000 €

1.410.000 € 1.410.000 €

Marketing Plan - Agenda

1. Strategic analysis

2. Achievable Marketing Objectives for 2010

3. Yearly Action Plan & Marketing Budget

4. Control Procedures & Criteria of Success

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4.1 Control Bodies

4.2 Control Tools – Monthly feedback to Head of Overhaul Service

– Reports/ documentation after every Overhaul

– Qualitative Surveys, Feedback meeting with clients

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Control Procedures & Criteria of success

Head of Overhaul Service Department

Financial Manager Marketing Manager

4.3 Control by Milestones– 17/06/2010 à Opening of Exposition Hall (Airbus anniversary)

– 14/07/2010 à Special Event for Customer (France National Day)

– 15/10/2010 à Bringing Overhaul into service (Date of First Delivery of A380 in 2007)

4.4 Criteria of Success– Increasing of sales of A 380 because of new service

– Increasing customer satisfaction and loyalty– Positioning near Lufthansa Technik

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Control Procedures & Criteria of success