Date post: | 14-Feb-2017 |
Category: |
Marketing |
Upload: | rebecca-long |
View: | 192 times |
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Micaela Metz, Morgan Gatzemeyer, Carter Smalley, Rebecca Long
We are Communiqué
Agenda • Current market trends and where JetBlue stands against competitors • The New Blue Campaign covering our target market and budget • Media Selections and Scheduling
Marketing Objectives & Strategies
Objectives: Objective #1: Beginning in the next calendar year increase JetBlue’s passenger seat miles by 5% between the following destinations
• Boston & Cancun • Buffalo & San Francisco • Raleigh & Phoenix • Syracuse & Barbados • Portland & Nassau • Rochester & Jacksonville • Chicago & Bermuda • San Jose & Cancun
• Burbank & Fort Lauderdale • New York & Costa Rica • Seattle & Sarasota • San Jose & Cancun • Pittsburg & Montego Bay • Raleigh & Long Beach • Phoenix & Jacksonville
• New York City & Las Vegas • New York City & Barbados • Burlington & Orlando • Salt Lake City & St. Maarten • Baltimore & Aruba • Seattle & Sarasota • Sacramento & Santiago
Objective #2: Increase JetBlue’s share of vacation travelers by 5% over last year ’s volume Objective #3: Generate a 25% increase in revenue by targeting flights going to a from coastal destinations from May to August
SWOT Analysis Strengths: 1. Exists in secondary airports away from main hubs 2. Vice President assigned to manage social media (ex: Twitter)
Weaknesses: 1. Has canceled significantly more flights than other airlines 2. Newer airline, not as many loyal customers yet
Opportunities: 1. Expand airline to fly to more destinations 2. Create more brand awareness
Threats: 1. Competitors more established and recognizable in market 2. Competitors have loyal customers
Competitor Analysis
Primary =
Secondary =
Competitor Analysis
- 3 leading airlines financially - Offer competitive, low cost flights - Delta not necessarily low cost, but 2nd largest holder of
domestic market share in US - Fly heavily domestically in the United States
Rationale for Primary Choices:
Rationale for Secondary Choice: - Subsidiary of Southwest Airlines - Ranked the number 1 low-cost carrier in Airline Quality
Ranking Study for past 3 years
Target Market • 55-64 years old, older-middle to upscale
households • $100,000 to $150,000 • College-educated with possible further education • Mature lifestyle but like using social media
Target Market: “Mature Excursionists”
• Embrace their new, unaccustomed free time since they are economically and socially available
• Takes vacations 2-3 times a year • Want to fly comfortably but frugal with their savings • Enjoy calm weekdays and active weekends to do things
Target Market Profile • Mary is a 60-year-old professional women
and avid traveler • Retiring soon and wants to take vacations in
the spots she always wanted to but couldn’t while raising her three children.
• Connected to her mobile phone and internet keeping up on her social media sites like Facebook, Pinterest, and current news
• Excited for her upcoming vacation to relax at a tropical place with her husband
• Looking for frequent flyer rewards
The New Blue Campaign
Budget
Budget: $8 million Contingency: $1 million National Contingency: $500,000 Spot Contingency: $500,000
Media Mix Strategy: • Television (Cable and Network) • Magazine (General Interest and Women’s Magazines) • Radio • Out-of-Home (Billboards) • Social Media
Media Selections - TV
Media Selections - Magazine
Media Selections - Radio
Spot Buys: NPR and local stations
Portland (WGBQ) Boston (WBYR) Radio Boston
Chicago (WDRV)
Media Selections – OOH
Strategy & Rationale: • “Mature excursionist” is active and
always on the move • Constantly driving to a from work • Billboards will significantly
strengthen the amount of our audience who will see and fully comprehend the ad
• Pittsburg, PA; Sacramento, CA; Boston, MA; Seattle, WA; Chicago, IL; Rochester, NY; Portland, ME; and Syracuse, NY
Media Selections – Social Media
Scheduling & Timing • Flighting and national campaign with spot heavy-ups • Save money and keep audience awareness • February through September: spot heavy-ups using traditional and social media • March, April, May won’t have heavy-ups • June and July off • August the campaign will start up again
Geography Objective: 17 markets are targeted for The New Blue campaign, TV, FM radio, magazine, Internet and out-of-home buys are national except for the months of February and September when they are spot-heavy ups.
Strategy In conjunction with JetBlue’s marketing objectives market selections were chosen based on the 17 DMAs in which JetBlue wished to increase sales by 5%
In the end…