Redynamiser une marque sur le déclin en Ireland - la stratégie de communication de la compagnie Aer Lingus

Résumé du document

Aer Lingus was founded by the Irish Government in April 1936 to provide air services to and from Ireland. In October 2006, it was floated the Irish and London Stock Exchanges. Today, the company is on another phase of it's cycle; with the economic downturn, the demand has fallen (graph below), and the competition with low cost companies has increased. Therefore, to survive the organisation has to make huge changes, starting with its communication strategy. This plan is intended to show, the communication needs of Aer Lingus in this decisive period.

Currently in a sticky situation, Aer Lingus has to regain strength concerning its brand, by increasing airline travel in the Irish Market. That's why, we decided to realize an advertisement with two promotional tools. Traditional tool: advertising sponsorship Advertising sponsorship means that an individual, a proposer, supports an acquaintance becoming a new customer. This is an excellent means of communication which contributes to reduce cost, like exploration expenses.

It will help to recruit new customers and make Aer Lingus known through loyal customers. Those clients will communicate for the company, conducting the work of sponsorship in return of a reward. Concretely, rewards will take the form of a percentage of 30% for the proposer. When he books
a flight on the website of the company, he will receive a promotional code. In order to take benefits of it, he has to talk about our company to a friend who never uses our services, and share the code. Then the friend has to book a flight and put it down on our booking webpage. Finally, both parties received an automatically discount. 30% off on the next proposer's purchase and 20% off on the new client purchase.

It's important to don't offer the same reward to the two parts of the sponsorship to be fair regarding the "work" realised by the loyal client. Sponsors will correspond to Aer Lingus' best customers according to their frequency of purchase and the amount. It will be a limited number of proposer as well as sponsored people, to cope with the management awards. Regarding the duration of the program, it will be held from April to July 2010, corresponding to
the dates of booking holiday.

Extraits

[...] Redynamiser une marque sur le déclin en Ireland - la stratégie de communication de la compagnie Aer Lingus Revitalize the declining brand in order to increase airline travel in the Irish Market 2 Aer Lingus IMC campaign : Table of Contents 1.0 Communications Market Analysis 1.1 Competitive Analysis . p Market Segmentation Strategy . p Target Market Analysis . p Brand Positioning Strategy . p Advertising 2.1 Advertising Goals . p Advertising Design . p Promotional Tools . p Relationship to Hierarchy Of Effects Model . [...]

[...] Thanks to CRM, we are able to develop a strong relationship with our customers, reward them for their loyalty & retaining them in using the e-newsletter (e.g. some gifts or discount on their next flight, or half price for children ) 41 Promotional tools linked with response stages Customer Relationship Management & e-newsletter : Affective The potential customer is surprised to see that the firm pays attention to his specifities & offers him personalized discount. It means a lot because this offer is very useful for him. [...]

[...] After analysing the offers that suits to him, the individual will make its first purchase on the website of Aer Lingus. Purchase Preference New customers will prefer AerLingus because it offers him special promotion adapted to their need. Moreover it's already an airline which propose value prices with good quality Media Plan 31 Media Choice Considering our primary target analysis cited above we are aiming a population between 25 and 55 years old, earning medium incomes, and should have a family. [...]

[...] Airlingus has to be the first Irish airline in the customer mind Advertising design You can find on the three next pages, a pattern of advertisements for 3 kinds of customer, with a specific highlight in each, to better touch the audience : 1 Cost concern and familial affect for woman's interests 2 Territory cover and special offers for common interest persons 3 Timetable and new destinations for travel magazines Promotional Tools Currently in a sticky situation, Aer Lingus has to regain strength concerning its brand, by increasing airline travel in the Irish Market. That's why, we decided to realize an advertisement with two promotional tools. Traditional tool: advertising sponsorship Advertising sponsorship means that an individual, a proposer, supports an acquaintance becoming a new customer. This is an excellent means of communication which contributes to reduce cost, like exploration expenses. It will help to recruit new customers and make Aer Lingus known through loyal customers. [...]

[...] This tool has two major interests for Aer Lingus, first it enables the brand to fight against the attrition so retaining its consumers. In addition, it's a huge opportunity for it to find and develop customers' potential. Indeed, thanks to this tool, the sponsor gets 30% of discount in his next purchase just in providing a new customer to Aer Lingus, what improves considerably its brand loyalty. For the new customer : 20% of discount, and for both this association, this sponsorship creates an interaction which is determinant for the buyer behavior. [...]