Air France : rapport de marketing et de communication (2006)

Résumé du document

As part of the Marketing Communication project, a team comprising Antoine Cadoret, Nicholas Dawson, Charlotte Fouquet and Stephanie Mazel decided to conduct a study of the communication mix of a European leading airline company: Air France. The purpose of this project is to explore and analyze the developments in the field of marketing communication and the changing relevance of its component processes that have implications for the marketing managers of Air France. This sector was chosen by the team as the marketing trends of the current industry are ever-evolving and helps to understand the communication mix of a high-profile airline company. As consultants, we will provide information and recommended actions to Air France marketing communicators in order to facilitate further success concerning their communication and promotional efforts. In addition, the report provides a useful perspective regarding the proper use and applications of communication marketing. We will stress on the benefits and drawbacks of current practices to conclude with practical suggestions to maximize the communication strategy and communication process value chain and at the same time, maintain a competitive advantage in the market.

Extraits

[...] The Czech carrier CSA joined the five carriers in April 2001. Continental Airlines, KLM and Northwest Airlines have recently become members. With the addition of three new members, SkyTeam serves 341 million passengers with 14,320 daily departures to 658 global destinations in 9 Datamonitor, Air France KLM, reference 1554, page 6 (Oct. 2005) Marketing communication over130 countries, ranking only marginally below the Star Alliance group 11. Therefore, being part of the second largest alliance enables the company to provide complete travel solutions to its passengers and benefits from being part of an extensive network. [...]

[...] Marketing communication 4. Designing the effective message: The Air France message as we said before is the same all over the world. But the most relevant point of this strategy is that the key message for B to C and B to B is the same: make Air France the brand. The message content develops emotional appeal with a special atmosphere presented in each communication tool: a place of serenity, calm and happiness. The message structure together with the message format is also the same regarding both target audience. [...]

[...] This also places Air France in the customer's mind in relation to other carriers. The situation: Before being able to develop an advertising campaign, research is the key element to developing a coherent and potentially effective campaign. It is necessary to understand the profile of the customer, its current and future objectives. Finally, it is important to know where the brand is positioned in the targeted consumer's opinion. Trend identification: Review of competitor advertisements and positioning In order to analyze competitor's advertising campaigns that can trigger ideas or the positioning of the key players, it is necessary to assess an overview template. [...]

[...] The new campaign applies metaphors to communicate the benefits for the passenger in concrete terms. Print campaign A print campaign based upon 6 visuals features perfectly relaxed people experiencing a moment's escape, serenity or day-dreaming. Only the pictograms above them showing their seat number identify them as Air France passengers. The campaign embodies the airline's commitment to passengers that every trip will be as pleasurable an experience as if they were still on Earth. Therefore, Air France is communicating on the different aspects of the passenger's wellbeing. [...]

[...] Since August 2003, it has also been possible for the company's staff to contribute financially to the work of the Foundation. This action develops a solidarity concept inside the company which enhances the corporate culture http://fondation.airfrance.com Marketing communication The Foundation's mission is to support projects which benefit children and young people who are ill, disabled or in great distress, whether in France or in other parts of the world where Air France is present. The projects the Foundation supports are in two major fields: education and training. [...]