Picture Of Premium Economy Seating Of Virgin Atlantic Marketing Essay

Virgin Atlantic Ltd. is a major British success story. From its first leased jumbo to the UKs second largest long haul airline, weve come a long way, and theres still much more to do! (virgin-atlantic.com, 1992)

. Virgin Atlantic ltd. launched the first super economy service that became and transformed in a winning Premium Economy. The organization spend money during the nineties in acquisitioning new planes, expanding the route network and

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Looking forward for the improvement of the passenger service. In 1999 the board of directors of Virgin Atlantic agreed to dell a 49% of the stake to Singapore Airlines adding a value of £1.225 bn. (virgin-atlantic.com, 1999)

Building with much attention the Business class, launching in 2003 the longest and most comfortable flat bed and seat, the organization revolutionary called it “Upper Class Suite”. (virgin-atlantic.com, 2003)

Picture of the Upper Class Suite

Than in March 2006 at Heathrow the new Virgin Clubhouse opened. Games room, hair saloon, cocktail bar, cowshed spa are amongst the many features of the flagship lounge. (virgin-atlantic.com, 2006)

Picture of Virgin Atlantic Ltd. Clubhouse at the HEATHROW airport

Economy class and Premium Economy passengers got a brand new check in facilities at Heathrow Terminal Three in 2007. (virgin-atlantic.com, 2007)

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The Upper Class Wing appeared as well for the Upper Class Passengers offering a private security corridor for speeding up the checking in. (virgin-atlantic.com, 2007)

Picture of premium economy seating of Virgin Atlantic Ltd.

In 2008 between London and Amsterdam Virgin Atlantic pioneered for the first time a biofuel demonstration with Boeing and engine manufacturer GE Aviation on a 747 plane. It proved once again the innovative aspect of a commercial line using biofuel. (virgin- atlantic.com, 2008)

TASK 1 a: Examine a few definitions (at least two) of marketing and explain the marketing process with example drawn from your chosen organization.

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According to the American Marketing Association (AMA) Board of Directors, Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (american marketing association.com, 2012)

Marketing is “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit.  Marketing identifies unfulfilled needs and desires. It defines measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services.” (Dr. Philip Kotler, 2012) 

Marketing is “The management process responsible for identifying, anticipating and satisfying customer requirements profitably.” – (The Chartered Institute of Marketing, 2012) 

“Marketing is the process of anticipating, managing, and satisfying the demand for products, services, and ideas.” – (Wharton School, University of Pennsylvania, 2012)

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 The marketing process which Virgin Atlantic is using involves a wide range of techniques. Therefore:.

Advertising at TV

Advertising in the press and magazines

Advertising on the outdoor posters and taxi slides. “Advertising is used to encourage people to try the airline, to raise awareness of new product developments and new routes”. (virgin-atlantic.com, 2012 )

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Among other techniques Virgin Atlantic also uses tactical promotions and price advertising in particular during traditionally low seasons to maximize the capacity of the aircraft. Direct Mailing to customers in order to encourage trials and support regarding the line product. The flyer programme is another Virgin Atlantic advertising procedure for encouraging loyalty among the existing customers and strengthening the flying club members. Thus the loyal clients are getting offered miles which can be exchanged for free flights, and other benefits, , e.g., a “one call does it all” (virgin-atlantic.com, 2012) support service and Clubhouse access.

Travel agencies are Virgin Atlantic primary distribution source for the airline seats. In addition there are packages familiarization trips and educational/social events. (virgin-atlantic.com, 2012)

Task 1 b: Explain the various marketing concepts and evaluate the cost and benefits of adopting marketing orientation in your organization.

Marketing Tactics

Differentiation

This is realizing the marketing strategy with regard to all the interrelated factors

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that differentiate one company from another.41 41 Keegan, Warren J & Green, Mark S., Global Marketing, 2nd Edition, New Jersey: Prentice Hall, Page 40,

2001

These may be: product differences,

customer satisfaction

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or customization of products and services to suit market segments

. 41 Keegan, Warren J & Green, Mark S., Global Marketing, 2nd Edition, New Jersey: Prentice Hall, Page 40

Virgin Atlantic has differentiated their product by taking the customers’ expectations one

step further through communication with the customer. A prime example can be seen in

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providing in flight ice cream, something other airlines do not offer.

When a firm is market-oriented: product and brand management implications are on the focus as well as in the case of Virgin Atlantic the services for the customers. What it makes the differences between the Virgin Atlantic flights comparing with British Airways flights?

A market-oriented firm is a business-model innovator, a product-market pioneer and a brand developer (Bryan A. Lukas, 2012)

Customer oriented

Competitor oriented

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Collaborator oriented

A five year contract signed between OSyS (fuel management software company, a wholly-owned subsidiary of Rolls Royce) and Virgin Atlantic could bring £ 20 million a year and in fuel efficiency savings 92,000 tones a year. Thus what Virgin Atlantic is looking for is a sustainability programme called the Fuel Management Solution (FMS) which will underline the airline’s “Change is in the Air” motto. The company is expecting to deliver significant cost benefits mostly because at the time being the price of fuel is consistently at very high levels.(virgin-atlantic.com, 2012)

The system will collect 300 items of data per flight to drive efficiencies, and will monitor areas like how arrival delays and holding patterns are affecting fuel usage, pilot techniques and fuel use on the ground. “This really is a very exciting phase in our commitment to drive fuel efficiency and carbon reductions. We have had initiatives in place for many years which are generating significant benefits, however the OSyS tool will truly be a step change for us.” (Corneel Koster, director of operations, safety and security at Virgin Atlantic, 2012)

This is what Virgin Atlantic is looking for:

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About 1.4 tones of fuel on each flight it is estimated to be saved

3.15 tones of CO2 will be saved for the planet with every tone of fuel burned

This equates to 4.41 tones CO2 saved per flight.

Multiplied by 21,000 flights a year means 92,610 tones of CO2 saved a year

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“Our engineering colleagues now look forward to getting quantifiable reports on how maintenance drives fuel savings, and our pilots look forward to getting more fuel-related facts at their fingertips to drive their decision making.”( Corneel Koster, director of operations, safety and security at Virgin Atlantic, 2012)

Virgin Atlantic benefits are according to the owner “the recognition and rewards they truly deserve for the hard work they do” mentioning the company employees and the passengers.

pension

life assurance and spouse& dependants benefits

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income protection

airshare – profit share

private medical plan

childcare benefit

holiday purchase

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season ticket loan

staff store& saloon and gym (Richard Branson, 2013)

Task 2 a; Analyze the macro and micro environmental factors that influence the marketing decisions.

SWOT Analysis

The next segment of reviewing a firm’s strategic plan is to perform a SWOT

analysis. This entails identifying a firm’s internal strengths and weaknesses and their

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external opportunities and threats.

After analyzing the external environment and internal resources, strategic decision

makers have the information they need to formulate corporate, business, and financial

strategies of the organization. A comparison of strengths, weaknesses, opportunities, and

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threats is normally referred to as a SWOT analysis.

A SWOT analysis helps executives

summarize the major facts and forecasts derived from the external and internal analysis.

From this, executives can derive a series of statements that identify the primary and

secondary strategic issues confronting the organization. Strategy formulation builds on

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SWOT analysis to utilize strengths of the organization in order to capitalize on

opportunities, counteract threats, and alleviate internal weaknesses. In short, strategy

formulation moves from simply analysis to devising a coherent course of action.10

10 Bateman & Snell. Management: Building Competitive Advantage, 4th Ed., 1999.

The findings of a SWOT analysis are the basis for developing objectives and

strategies that can be implemented in a company’s strategic plan. Therefore, it is

important for companies to continue to perform SWOT analyses, because external andinternal factors affecting companies are constantly changing. New strategies need to be

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developed and old ones need to be revised in order to reflect the current internal and

external conditions that affect a company.11

11 Pearce & Robinson, Strategic Management: Formulation, Implementation, and Control. Sixth Edition,

Page 171, 1997.

Internal strengths and weaknesses are activities that a company performs

particularly well or poorly. These internal activities stem from all departments and

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components of a business. After a company identifies its strengths and weaknesses, it

should then develop strategies that capitalize on its strengths and minimize or improve its

weaknesses.12

12 Pearce & Robinson, Strategic Management: Formulation, Implementation, and Control. Sixth Edition,

Page 171, 1997

External opportunities and threats are events that occur outside of the company

and are events that the company has no control over. Companies benefit from external

opportunities and are harmed by external threats. It is important for a company to

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recognize its external opportunities and threats so it can formulate strategies to take

advantage of future opportunities and to avoid future threats.13

13 Pearce & Robinson, Strategic Management: Formulation, Implementation, and Control. Sixth Edition,

Page 171, 1997.

Strengths:

· Virgin Brand recognized by 98% of British Public.14

(14 Millenium Group, Re-inventing Retail Financial Services Research and Development Programme,

November 1996 Report 2: Creating and Delivering Value, 3.5 Virgin – Innovative New Entrant,

http://www.millenn.co.uk/96Reps/96Rep2.pdf)

· Clients expect good customer service in each separate class Business/Economy.

· Virgin Atlantic introduced innovative technology: including in flight music, ice

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cream, games, and movies

· New in flight innovation is offered to gold club holders or J-class with lounges

offering quality food and comfort.

· Quality trained employees recruited from other airlines.

· Virgin Atlantic is spawned from as a private company allowing for other Virgin

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brands and more control.

· Richard Branson’s innovative entrepreneurial management.

· Competitive pricing for business class offers more services.

· Partnership with Singapore airlines because they are the minority shareholder at

49%. The reason why this partnership is beneficial is because their routes are

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non-overlapping and the partnership allows the transfer of core competencies.

· Load factor is better than competition; therefore, returns are higher and value is

greater.

· Positive publicity, in regards to winning every quality award known to man.

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Weaknesses

· Flight delays: need to improve flight efficiency.

· The travel routes are limited.

· Hot Air magazine separate from traditional airline advertising magazines

including articles and marketing advertising.

· Cut routes to Chicago, Toronto, and Cape in relation to the September 11 tragedy.

· Late getting on the Internet “Missed the Boat” for web site, web page, and ecommerce.

· Richard Branson is a one man manager being the owner and director of multiple

companies.

· Costs associated in the overhead of keeping two five star chefs, lounge, and limoservice.

· Virgin’s reliance on Trans Atlantic traffic makes them more vulnerable to the

drop in demand for travel to and from the U.S.

Opportunities

· Strategic Marketing above the rest utilizing by being innovative, fun, maintaining

values, caring, and produce quality.

· Technology adds improvements (Galileo) an advanced inventory system.

· In flight Internet connection.

· Web site needs to be improved possible weakness for e-commerce and regular

web site navigation.

· Generate additional routes.

· Virgin Galactic, we are flying into outer space.

· Warehouse facility -Heathrow, London.

· Recession may be an unexpected opportunity for investment

· On-line strategy in targeting branding and ongoing ad campaigns, through on-line

media planning and buying account

Threats

· Recession, September 11th will and has affected the entire airline industry, order

cancellations, risk aversion for flying customers

· Brand Dilution by a rapid expanding brand image may be too global and not

focused towards the important products.

· Competition for routes British and United.

Fuel prices are fluctuating, which accounts for 15% of total airline expense

Objectives

The results that an organization seeks over a multiyear period are its long-term

objectives. Such objectives typically involve some or all of the following areas:

profitability, return on investment, competitive position, technological leadership,

productivity, employee relations, public responsibility, and employee development.15

15 Parker, J. Paul & Donnelly Jr, James H., Marketing Management Knowledge and Skills 6th Edition, New

York: Irwin/McGraw-Hill, Pages 17-19, 2001.

Eric Starks, Virgin Atlantic Regional Director, stated the following objective: “To

maintain a safe customer environment through the necessary security procedures. Also to

concentrate on core competencies by consolidating routes, directly related to downsizing

workforce, to remain profitable while targeting business class passengers.”

Strategies

Strategies are statements of how objectives are to be achieved. These are usually

long- term strategies and necessitate many different approaches, such as, product

development, joint ventures and strategic alliances. Generic strategies such as low cost,

differentiation, or focus strategies characterize the competitive orientation of the firm in

the marketplace.

In order to remain profitable Virgin Atlantic has focused on its core

competencies. The company is currently focusing its strategies on sustaining great qualityservice and maintaining relationships with their Upper Class customers. This has

resulted in the closing of routes to Toronto, Chicago, and Cape Town. The company has

also reduced the amount of flights a day and personnel by 20% per route across the North

Atlantic.16 Eric Starks, Regional Director, Virgin Atlantic, 10-21-01, 2001

For example, the San Francisco routes were reduced from two flights to one

flight per day.

BRTISH AIRWAYS

VIRGIN ATLANTIC

CONCLUSON

One of the biggest changes has been the growth of social and digital platforms. From a BA perspective, that has meant ensuring the technology enables us to do all the best things that we do. We’ve done a fair bit of co-creation work in big social forums and used our communities online to get regular feedback. That has required us to think quicker, smarter and react. You need to have two-way conversations with customers, which means listening and responding

(Abigail Comber, British Airways head of brands and marketing,2012

)&(marketingweek.co.uk,

2012)

“Our objective in producing this TV ad was to bring to life the ‘it’ that makes Virgin Atlantic such a special and unique airline,” said Paul Dickinson, director of sales and marketing at Virgin Atlantic. “We were keen to do that in a highly memorable, eye-catching and amusing way.”

(guardian.co.uk,2010)

Much more will ride on the airline’s transatlantic joint venture with Delta, which still awaits clearance. Virgin is to file for anti-trust immunity within the next two weeks to the US department of transport to ensure the plans can go ahead. The airlines must also wait for approval from the European competition authorities and the US department of justice for the deal, which will see Delta take a 49% stake in Sir Richard Branson’s airline.

(guardian.co.uk,2013)

We’re pulling out some of the real differentiation points about flying BA versus low-cost carriers. Some of the things that you might expect to be included but are not with low-cost carriers can add up to a lot of money. On the BA website there is a value calculator that shows how costs can add up to more than £70 in extra charges for things you would reasonably expect to be included, such as paying with a debit card, taking a small bag with you and having a snack and drink on board.

With losses expected to exceed £125m this year, topping last year’s £80m deficit, Virgin is looking to modify its model. Its new “Little Red” services to Aberdeen, alongside the Edinburgh and Manchester routes it has started flying in the past week, are primarily designed to feed more connecting British passengers into its long-haul network.

(guardian.co.uk,2010)

British Airways:

use social and digtal platforms

use feeback from customers online i.e listening and responding to the customers n order to improve the services

Virgin Atlantic:

promoting new tv advertising every year in order to attract customers

a joint venture will solve the losses of Virgin Atlantic Ltd.

more british pasangers into inside routes

(marketing week.co.uk,2012)&(guardian.co.uk,2013)

.

Task 2 b: Examine the concept of segmentation and recommend segmentation criteria and targeting methods to be used for two products in your chosen organization.

Segmentation

Market segmentation is defined as the process of dividing a market into groups of

similar consumer and selecting the most appropriate group(s) for the firm to serve. This

concept is achieved through the following six steps 1) delineate firm’s current situation,

2) determine consumer wants and needs, 3) divide markets on relevant dimensions, 4)

develop product positioning, 5) decide segmentations strategy, 6) design marketing mix

strategy. 33

33 Parker, J. Paul & Donnelly Jr, James H., Marketing Management: Knowledge and Skills 6th Edition, New

York: Irwin/McGraw-Hill, Page 71, 2001

The market segmentation concept is to understand better the needs of customers and what it makes them to decide between one offer and another. Therefore the target is to form groups of customers who are sharing the same or similar value criteria. After this an organization is then able to determine what group of customers are best suited to serve and which product and services are to be offered. (marketsegmentation.co.uk, 2013)

The main objective of segmentation is therefore how to win and keep the customers that are to be served.” The process of splitting customers, or potential customers, in a market into different groups ,or segments within which customers share a similar level of interest in the same or comparable set of needs satisfied by a distinct marketing proposition.” (marketsegmentation.co.uk, 2013)

Virgin Atlantic is underlining the demographical segmentation i.e. entertains business travelers as well as leisure travelers. Therefore it makes no difference for their customers regarding the status, the gender or the age. Thus they allow children ages 5 and above to travel, and if the child is under 5 years old than the kid should have guardians either their parents or someone aged 16. The Virgin Atlantic is also opened in accepting pets, trained pets which are accompanying blind people. In the same time Virgin Atlantic are accepting family friends, entire families and of course business travelers.(virgin-atlantic.com, 2013)

According to the company site the originating passengers are varying depending by the route they choose. Therefore the average is a 60/40 customers which are based in UK. Virgin Atlantic has 3 different flight classes. The Upper Class passengers are predominantly business travelers. A portrait can be assumed as male,35 to 45 years old with an average income of £50 K plus per annum. (virgin-atlantic.com, 2013)

Customers belonging to Premium Economy Class are separated 50/50 as travelling for business as well as for leisure. A portrait defined them as male,41 years old and the business customers on this class are considered doing very often flights because mainly o the company operating economy travel policy. Meanwhile the customers for the Economy class are travelling mostly for leisure and they are evenly spread across most socio economic groups and age ranges. (virgin-atlantic.com, 2013)

Task 2 c : Identify factors that influence buyer behavior and propose a new positing strategy for a product or service of your organization.

Positioning

Positioning refers to the act of locating a brand in customers’ minds over and

against other products in terms of product attributes and benefits that the brand does or

does not offer.38 There are many different general strategies for positioning products.

Attribute or benefit, quality and price, use or application, competition, high-tech and

high-touch, can achieve desired positioning.39

Most significantly, Virgin Atlantic has positioned itself as direct competitor to

British Airways on all routes. Firstly, Virgin Atlantic was extremely aggressive in

obtaining slots atHeathrow International Airport. Secondly, Virgin Atlantic attacked the

proposed British Airways and American Airlines partnership stating that it was unhealthy

for competition. Finally, Virgin Atlantic has strived to compete with British Airways on

all routes into and out of London.

Virgin Atlantic attracts customers by being fun and innovative. On the aircraft

passengers experience spacious setting arrangements, state of the art in-flight

entertainment system, and most importantly a high level of customer service. In addition,

Virgin Atlantic offers a distinctive upper class service at business class prices. Furthermore, Virgin Atlantic is installing Internet capabilities and is implementing

Galileo’s Inside Availability (R), a high-tech inventory management system.40

39 Keegan, Warren J & Green, Mark S., Global Marketing, 2nd Edition, New Jersey: Prentice Hall, Page 40,

2001.

40 PR News Wire, London, Virgin Atlantic Implements Galileo International, 5 September, 2001

Figure 2 (marketing91.com, 2013)

Virgin Atlantic organization when it comes to socio-cultural issue says:

despite of low income, have quality staff

sense of responsibility for entertaining the customer needs and wants

sense o fun while working hard

satisfaction offered to passengers

attentive and dedicated employees

(virgin-atlantic.com, 2013)

“Our objective is to fly a profitable airline that people love to fly and where people love to work. Our focus is on further improving customer services for our business and leisure travelers, as well as setting new standards for the rest of the industry to follow. Our strategy is to ensure we offer the best business product in the air, grow our leisure business even further, and run an efficient but effective global airline.”(sir Richard Branson, 2013)

Task 3 a : Using your chosen company, explain how products are developed to achieve sustainable competitive advantage.

Brand Values

A brand is a complex bundle of images and experiences in the customers’ mind.

A brand represents a promise by a particular company about a particular product.47

Brands allow customers to seek out particular products and to differentiate between

products.

The Virgin brand has been built on Branson’s shrewd ability to exploit

weaknesses in competitors’ customer service skills, as well as a flair for self-promotion.

Sir Richard’s business philosophy is built around reputation, quality, innovation, and

price rather than image.48 The Virgin brand is recognized by Interbrand as one of the top

50 global brands.49 Gordon Maw, Virgin money’s marketing manager, explained that

Virgin has four key business areas – mobile, airline, entertainment and financial services servicesand

that the group is now working to build the Virgin brand globally based around these

four core propositions.50

People all over the world increasingly prefer Virgin Atlantic’s brand image.

Virgin’s award winning reputation has introduced quality and experience into airline

travel. Consumers and business travelers with limited experience in international travel

are highly likely to choose Virgin Atlantic rather than other airlines. These prestigious

awards influence a customer’s choice ofVirgin Atlantic for their travel needs. Virgin’s

Atlantic’s web page describes their brand image encompassing the following words:

caring, value, fun, innovative, quality, and honesty.51

Virgin Atlantic was originally conceived by Richard Branson to offer the best

possible service while delivering the best possible value at all times. Internationally

recognized as a fun-loving and highly innovative brand and one that is admired for its

friendliness, intelligence, and integrity.52

48 Alison Smith, “A Genius for Publicity,” Financial Times (August 4, 1997) p.9.

49 Marketing Week, Centaur Communication Limited, 2 August, 2001.

50 http://www.lexis-nexus.com

51 http://www.virgin-atlantic.com

52 http://www.virgin-atlantic.com

Service (The Branson Factor)

This is the company’s principle for increasing the quality of service delivered to

its customers. 53 Virgin Atlantic strives to offers service to satisfy total customer needs.

Mr. Branson’s entrepreneurial attitude towards innovative publicity is seen in his

fearless reputation for antics such as ballooning across the Atlantic Ocean. Virgin

Atlantic’s Managing Director, Steve Ridgeway is an equally passionate advocate of brand

values and shares Richard’s irrepressible spirit of adventure, having been his co-pilot in

the record-breaking speedboat crossing of the Atlantic in 1986.54 Virgin Atlantic’s

management attitude has played an important part in the widespread global success of the

Virgin brand and promoting the values with which consumers can identify. In the

following quote, Sir Richard Branson clearly represents the ingenuity within the Virgin

Empire.

“A brand name that is known internationally for innovation, quality and a sense of

fun – this is what we have always aspired to with Virgin.”

53 Keegan, Warren J & Green, Mark S., Global Marketing, 2nd Edition, New Jersey: Prentice Hall, Page 40,

2001.

54 http://www.virgin-atlantic.com

Virgin Atlantic is announcing that successfully completed its biggest ever product investment programme according to their reports of 2012 financial results. Thus the organization reported:

increase in revenue

increase in passenger number

increase in cargo sales (virgin-atlantic.com, 2012)

In February 2012 Virgin Atlantic invested £100m in the Upper Class product:

cabin with new seats and bar

new menu and new service

New York JFK opened a new Clubhouse

November 2012 opened a new Clubhouse in New York city and Newark city

new route launched from Manchester to Las Vegas

to be delivered in 2012 six Airbus A330 (virgin-atlantic.com, 2012)

“In an incredibly challenging market, we have managed to grow top line revenues and fly more customers than last year. However, with the prevailing uncertainty in the economy, sky high fuel prices and a 25% hike in our air passenger duty fees, converting this sales growth into profit has not been possible.(Virgin Atlantic CEO Steve Ridgway)

Task 3 b : Evaluate a range of distribution methods to provide convenience to a target group of customers in your chosen organization.

Virgin Atlantic innovative culture enhances customer experience with real-time proactive chat. On august 8,2012 the organization implemented with success the LivePerson Chat experience. In this sense, the LP Chat is focusing on 2 main goals:

answering customers questions in real-time online

improving sales to online tickets (prnewswire.com, 2012)

Because of this new experience Virgin Atlantic successfully improved customer satisfaction by saving them from emailing or calling. Also the organization reduced the costs per interaction when it compared to email and phone channels. (virgin-atlantic.com, 2012)

“LP Chat has become a core feature of our customer service program, particularly in crisis situations, allowing us to reach a large number of customers with personalized support,”(John Giddings, General Manager, Virgin Atlantic Contact Centers US and UK, 2013).

“The results we’ve experienced with LP Chat in terms of conversions have exceeded expectations so much so that we plan to increase the number of agents available via live chat to best service our customers.” (John Giddings, General Ma

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