orbitz marketing plan "fly for change"
TRANSCRIPT
E M I L Y B R E I D YM A R I A H C A R R A W A Y
F R A N K M A D R I G A LD I A N N E P A N L I L I O
A L E J A N D R O S A N T O SL E S T E R A N D R E W U Y
" F L Y F O R C H A N G E "
C O M P A N Y O V E R V I E W
C H I C A G O , I L L I N O I S& O V E R 1 5 0 0E M P L O Y E E S
W E P R O V I D EB O O K I N G S / D E A L S
F O R F L I G H T S , H O T E L S ,C R U I S E S , C A R
R E N T A L S , V A C A T I O NP A C K A G E S , T R A V E L
I N S U R A N C E A N DM O R E .
O R B I T Z M A I N T A I N SA G L O B A L P R E S E N C E ,
Y E T M O S T O F O U RR E V E N U E S D E R I V E
H E R E I N T H E U N I T E DS T A T E S .
T R A D I N G A R E A H E A D Q U A R T E R S W H O A R E W E ?
“OUR MISSION IS TOREVOLUTIONIZETRAVEL THROUGHTHE POWER OFTECHNOLOGY"
M I S S I O N S T A T E M E N T
"WE PLAN TO GROW ORBITZ BYEXPANDING THE COMPANY FROM THETRAVEL BOOKING INDUSTRY TO THE TOTALTRAVEL INDUSTRY BY IMPLEMENTING OUROWN TRAVEL PRODUCTS THAT WILLELIMINATE THE RELIABILITY OF SUPPLIERAGREEMENTS FOR OUR OWN REVENUE . TODO THIS , WE WILL INTRODUCE OUR OWNORBITZ BRANDED DOMESTIC AIRLINE TOEXPAND AND CAPITALIZE ONOPPORTUNITY IN A BIGGER INDUSTRY ."
S T A T E M E N T O F O P P O R T U N I T Y
REVENUE OFCOMMERCIAL AIRLINESWORLDWIDE FROM 2008TO 2016 (IN BILLION U.S.
DOLLARS)
ANNUAL GROWTHOF TRAVEL
EXPENDITURE INTHE U.S. FROM 2011
TO 2020
I N D U S T R Y O F O P P O R T U N I T Y
1. OPERATIONSGOAL
2. AWARENESSGOAL
- WE PLAN TO SPREADAWARENESS OF OUR
NEW AIRLINE TO 60% OFOUR BROAD TARGETMARKET OF U.S. ADULTRESIDENTS WHO HAVETRAVELED AT LEASTONCE IN THE LAST 12MONTHS (74 MILLION)AND GET AT LEAST 2%TO BOOK FLIGHTS WITHUS BY SEPTEMBER 1,
2017.
3. SALES GOAL
S.M.A.R.T. GOALS
S M I T H & W E S T O N | W H O W E A R E
TARGET SEGMENTATION " T R A V E L C A L L S O N N O A G E ; B U T I T D O E S C A L L F O R A G O O D
A T T I T U D E , A D V E N T U R E , A N D F U N . "
DemographicGeographicPsychographicBehavioral
1.PERSONALSELLING
2. SALESPROMOTION
- FREE FIRST TIMEFLYERS
3.DIRECT MAIL
PROMOTION
- AIRPORT BOOTH & ON -FLIGHT
- GOODY BAG &BROCHURE
4. PUBLICRELATIONS
- FLY FOR CHANGECAMPAIGN
5. ONLINEMARKETING