Proposal for Integrated Communication (IMC) for Aer Lingus - recovering a lost market

Résumé du document

In order to implement our IMC campaign, we decided to divide the market into 3 types of targets, which are frequent travelers (general target), businessmen (main target) and families (secondary target). More precisely, we will focus on businessmen from both genders, aged between 25 to 50 years old (as the 15-64 year olds represent 68% of the Irish population). With respect to income, we chose to target people who have a relatively high income. According to the Irish Central Statistics Office, the average weekly earnings of a worker in business services in Ireland in 2008 were 723.62 Euros. We will launch our campaign in Dublin, Belfast, Shannon and Cork not only because there are international airports but because these cities are the largest settlements in Ireland. Dublin has a population of 1187176, Cork 481,295, Belfast 276 456 (2006 figures).

Extraits

[...] Ronald Lane, Karen King, Thomas Russel; 2005 ) Marketing services: competing through quality (Leonard L. Berry & A. [...]

[...] Conviction: If Aer Lingus respects the promise given during the campaign “affordable price for a better service quality”, customers should be satisfied. The study named “Airline customer satisfaction and loyalty: impact of in-flight service quality” (2009) reveals that people in economic class showed five important service quality factors such as responsiveness and empathy, alcoholic and non-alcoholic beverage and reliability. We can consider Aer Lingus as an economic class without beverage thus if Aer Lingus doesn't offer beverages and food in flight, the company must excel on at least three of these points to ensure business success (responsiveness, empathy and reliability). [...]

[...] The service quality is seen as a comparison between customers' perceptions of what a company offers them and their expectations of what firms should offer. To achieve this aim the campaign is not sufficient. Aer Lingus has to do a customer survey to know what its customers expect of the service quality and then launch the campaign. When the company's actions and the campaign will be launched, preference will be created. Because of the downturn, the businessmen avoid first class and business class searching for more affordable prices with a remaining service quality. To conclude Aer Lingus flight offers should arouse their interest. [...]

[...] The green color is used prominently in this catalog to remind customers of Aer Lingus' colors. This copy will feature the flight offers for 2010-2011. The photo, in the center, represents Ireland; the cliffs make you want to escape and be free. The catchphrase written on the bottom of the page “Feeling Free Ireland” underlines this sensation. This catalog will be distributed exclusively in Ireland, in major cities such as Dublin, Belfast, Cork, Shannon. The presence of the website arouses readers' curiosity and invites them to reach more information about the company on the Internet. [...]

[...] Knowledge: The competitive edge of Aer Lingus is to give service quality in flight for affordable prices. To make people know about our advantage, Aer Lingus' slogan will be mentioned on all catalogs and all billboards. Knowing that Aer lingus has changed its positioning strategy, people will be more inclined to seek information about the company. Aer Lingus is positioned between Ryanair and British Airways which will now offer a good quality at an affordable price. Liking: Here, we are focusing on customer's feelings towards the brand. [...]