Virgin Airlines

Operation: Fill the Plane

• Only 6 months until costs start to catch up with us from doubling our fleet

• Must go to quick but effective marketing• Get the word out and flood the Internet• Email marketing/Bags Fly Free Advertisement• Target the business consumer

Ideas

• Start a campaign, gain buzz• Sell more advertisement, mostly digital • Enhance customer/passenger experience• Extensive training for attendants and

employees• Welcome more feedback

What we Found

• Our network of routes can be extended more, so we can attract those business consumers we are looking for

• The things that bother customers the most are unnecessary fees, hence the start of our bags free through online booking campaign

• More competitive Pricing

SWOT

Strengths• Loyal Customers• Innovation• Market Share• Brand Equity

Weaknesses • Financial Position• Attracting consumers• Online presence• Advertisement/Communication• Weak brand

SWOT

Opportunities• Acquisitions• Online• Takeovers• Emerging markets

Threats• Price Wars• Economy• Competition• Fees• External Factors

Bags Free Through Online Booking

• New Campaign• When customers shop online, their bags fly

free• Good strategy if it drives online business• Good look in the eye of the consumer

The Virgin Experience

• “The Virgin Experience” • Advertise this, as part of the newly vamped

Virgin Airlines• Enhance customer service past just the smiles

and friendly faces. Build Rapport, get feedback

The Virgin Experience

Budget

• Make “Bags free through online book” signature advertisement

• Spend more on advertising, like about 3%-4% of total budget on advertisement

• Add abroad advertisement

• Allocate more to banner and social media advertisement

• Keyword Search• SEO• Internal team

advertisement

Social Media Revamp

• Update all social media, combined around one common theme

• Add more direct links, specifically for Online booking website

• Do more promoting, giveaways • Ask for customer responses/feedback

SmartPhone App

• Create convenient, user-friendly app• Customer can check bags, check in/out, find

flights• Deal notifications sent to app• “Experience” factor