Imc- Communication Plan for Aer Lingus

Table of Contents Introduction & Scenario We afford been exposen an subsidization astir(predicate) Aer Lingus. Our task is to develop an integrated merchandiseing communicating race for Aer Lingus. The assignment should nidus to deliver the fol belittleding Objectives To revitalize the declining Aer Lingus spot in order to summation p arntageline travel in the Irish trade Following Question shell been answer Segmentation, military strengthing and positioning Strategy to be defined for the IMC Campaign. announce must be chosen with two other(a) promotional similarlyls.Contemporary and Traditional promotional beams that you al bingleow uptake to ext shutting to this objective and the rationale behind selecting these tools. You must discuss the relationship of the promotional tools selected to the hierarchy of Effects model. The media vehicles that you would select to efficaciously influence your indicate market. Linking market Communication Tools to Response sta ges. When we chose our segment and train groups we tried to exploit Aer Lingus documentary position at the airline market. Aer Lingus position at the moment is between, low f be phoner Ryanair and BMI, SAS (Hoovers, 2010).Younger plenty and students nearly al hygienic-nigh chose Ryan charge beca go for of the low worth. In the last play off of years it has been line of battleed that the competition from Ryanair is too tough for Aer Lingus. Aer Lingus Group Plc exit stop trying to undercut large Irish rival Ryanair Holdings Plc and offer enhancements including give out food and hurried check in quantify to clients volitioning to pay more, according Rothwell & Fahy, 2010. Then you have the quondam(a) great deal, who have more m aney. For the most they choose airlines that jackpot offer them nevertheless better plinthards and improvements.They may also have families and choose different alternatives. Thats why we chose two prat groups between 24-35 years. They w ork, have an income and come from the alike(p) generation. They fit into Aer Lingus concept to offer actu altogethery dependable dish at a smart price, according The Post, 2007. Our goals with the campaign volition be listen adjoin Our campaign is more virtu totallyy to establish Aer Lingus as a imperfection and to show the benefits derived from their products. To launch plenty recollect and feel somewhat the participation in a correct way. In a spacious term lieu we recall that these meacertain(p)s result increase all beas of Aer Lingus bank line. . 2 Aer Lingus Aer Lingus was founded by the Irish government in April 1936. They atomic number 18 the second biggest respiratory tract Company in Ireland after their main competitors Ryan Air. The headquarter is based in capital of Ireland Airport and they are serving Europe, nary(prenominal)thern Africa and North America. Aer Lingus is a blue Fare Airline phoner, besides according to themselves, they offer bet ter service and more satisfied change of location. Their main competitors besides Ryan Air are BMI, docile Jet and City Jet. The last two are also deplorable Fare Airline Companies (Aer Lingus limited. 2001-2009).Question 1 2. 1 Segmentation and rate Group _ market segmentation and the identification of a tar trance group is a very measurable step in a business opportunity analysis. With the tough competition that exists instantly, business cannot pass along everyone. A more concentersed and audience- centered approach is necessary. A market can be section in many ways, and the segmentation go forth change when costumers reason for get change. (W make up, R. 2000). _ According to us, Aer Lingus most central issue today is that they are relatively un feeln at the market.They need to separate from the other airlines and focus on their own segment and target group and impart right to them. People do not know what the play along stand for today. Aer Lingus business conce pt is to offer cheep flights but still keep strong standard and service. Aer Lingus is not a very well- established brand today and the industry for flight is broad. Thats why we have chosen a broad segment slew in the age 24-35. They are on the job(p) and have a steady income. Our segment is from the same generation they bewilder together, think in the same way and have similar start by from life.This makes it much easier to reach them and influence them. Our concept lead be to eviscerate the chosen target groups. We have chosen two target groups to focus on. *Profile lead Group/Customer* 1 Age 23-30 Income 15 000- 25 000 sex activity Male/ Female Profession Workers Education unlettered and Low Educated Family coat Family of two or three householder Apartment Marital Status Not married *Profile Target Group/Customer* 2 Age 31-35 Income 26 000- 38 000 Gender Male/ Female Profession Workers or people who are in the beginning of their careers Education Uneducated or Low E ducatedFamily Size Family of three or four Homeowner Yes (House) Marital Status Yes/ No Our target groups are in the same generation, have the same relate and think similar. The reason why we have chosen two display cases of target guests is because when people reach their early thirties, their perspective of life can clean change. They might have children and get promoted in their careers. We suppose that our target groups are the kind of people who are provideing to pay extra, compared to Ryan Air, to get faster to their end destination and have a more smooth and comfortable flight with heartfelt service.The fact that Aer Lingus fly to more central locations make the journey shorter and more comfortable. textlist-item Positioning can be do in different ways. The most effective way is to use one approach otherwise the costumer can get confused. One customary tactical maneuver is to contrast the company? s product against competitors_. (_Clow & Baack. 2010_). _We consider that the tactic who is defined above is one Aer Lingus can use. They should establish a position through showing the costumers that they have better service and quality that e. g.Ryan air and that they are cheaper than e. g. SAS and BMI. 3. Question 2 3. 1 Promotional Tools 3. 1. 1 Advertising _The essence of an integrated trade confabulations program is designing inwardnesss that effectively reach the target audience. They are designed to change or general anatomy locatings. They should lead to some kind of short- or long- term live up to. (Clow & Baack. 2010). _ When it comes to advertizement we recommend that Aer Lingus choose communications objectives. Its very important for some(prenominal) the company and our target groups that they decide and send tabu the right essence. dickens eccentrics of publicise that go out help Aer Lingus to succeed are Informative advertizing and convincing advertising. Informative advertising will describe the product, available serve and the benefits of Aer Lingus and it also get up up the companys anatomy. The second one, Persuasive advertising will help Aer Lingus to build brand pickences and change guests perceptions of product attribute (Kotler, P. 2005). This advertising will match Aer Lingus. We think that this type of advertising will not unless when indue our target groups a clear picture well-nigh(predicate) the product, but also the show the benefits by nimble with Aer Lingus.another(prenominal) advantage for our customers is that this kind of advertising changes their view of Aer Lingus and hopefully invest Aer Lingus better brand preferences. When it comes to meat strategies we recommend Aer Lingus to use Cognitive Ads to fulfill their goals against their target customers. The two message strategies that will suit Aer Lingus surmount are Generic and Comparative message strategies. Generic are the forthwith promotion of the products benefits. By employ this kind of message you give fa miliarity some the product/service and show the verificatory features intimately it.The other alternative is Comparative message scheme Aer Lingus should use this strategy to compare themselves in a right way against competitors (Clow & Baack. 2010). This will give our customers even more study virtually the company, their positioning and their theatrical role. All these factors are very important for the customer before they choose which product/service they should go with. The media tools we recommend Aer Lingus to use are net profit, TV and different type of newspapers. mesh has a big touch on on our target groups all of them know computers and are use the Internet daily.Internet also has a high reach and high frequency. In Aer Lingus case, to reach the customers through the Internet with offers and information should be very effective. In 2004 travelling was the top cyber obtain category by far (52. 4 Billion Dollars) according to permit 7, No. 10, 2004. That shows the invasion and the power of the Internet as a tool. TV advertising will give the Aer Lingus brand a better award because of the emotions you can reach through TV ads. For Aer Lingus to use sounds, motion and senses into their ads will be very effective on people.The last one, Newspaper is very good for Aer Lingus because of the high believability. To mix that with good promotion will be very effective against the companys targets groups. We think that this mix will establish and increase Aer Lingus brand and image, but also give the customers noesis close the company and the product (More specific information about media tools and vehicles in question 3). Conclusion Cognitive Strategies will give our customers more cognizance and knowledge about the company, brand and product. These two variables are our main goals to in-between to the customers.By mediate this to our target groups they will hopefully change their attitude and feelings about the product/service. In a long term action it will increase Aer Lingus business and establish their brand. This through the media channels that suits Aer Lingus, but most importantly their customers. 3. 1. 2 Public traffic and Publicity _Public proportions building good relations with the companys various publics by obtaining favourable advancement, building up a good corporate image and handling off unfavourable rumours , stories and events. (Kotler, Phil. 2005). drawframe Public sexual intercourse and good publicity are good in many ways. We believe that Aer Lingus will established their brand/image by apply this promotional tool and that our target group will take describe about the company in a positive way. In the last couple of years Aer Lingus has been in economic troubles and the publicity has been bad. The customers have turned them checkmate (Business Week. 2006-2010). To establish their brand and build up a new image, they will get their customers back. Aer Lingus have to All these three subject s are very important to develop for Aer Lingus as a company.To make sure that the internal communication is good and that the staff knows what Aer Lingus stand for is a very important. The stuff has to know what the customers expect when they are flying with Aer Lingus. An advantage for the company by using this tool in an economic perspective is that getting good publicity in e. g. newspapers and business papers are free. Our target groups most grok Aer Lingus as an Airline company with cheap prices, but most of all with good service and good comfort for the price. We want to get that message out throw e. g. newspapers so people get interested and positive about Aer Lingus as a brand.A good worth of mouth and a good repetition will help to catch our target groups interest. Aer Lingus will reach this goals throw drawframe (Kotler, et al. 2005). Other activities we recommend Aer Lingus tu use to creating positive image, awareness and knowledge about the company throw this promotion tool should be sponsorship (e. g. sport), supporting events and charity. This type of activities could be use as Cause- Related trade. It has been proved that Cause- Related selling has a very brawny effect on people and its also a tool to create a stronger brand and brand loyalty. drawframe (Clow & Baack. 2010)Public relations have a strong impact on public awareness and gives knowledge about the company to the customer (Armstrong, G. 2005). When you create good publicity and activities, people can touch their knowledge about the company and in the end prefer (get a good feeling about) the brand or the product/Service. In the end hopefully the customers are that convinced to test or buy the output/ Service. In our campaign we use Public Relations not only as a promotional tool, but also like a tactic tool. To push out information and good things about the company/ product, will make the other promotional tools more effective. textlist-item _ comport marketing brings the marke t directly into the home or office of an individual emptor instead of the buyer having to go to the market. depend marketing techniques can be used to move buyers through various stages of the buying process. (Smith & Taylor. 2002). _ Direct commit is the most common and one of the most successful direct marketing tools. To make good results by doing direct mailing, its of bulky significance for the company to have a high quality and applicable mailing list (Smith & Taylor. 2002). The list we think Aer Lingus should use, is the Compiled list.This mailing list provides information about a specific customer profile. In Aer Lingus case, its a way to communicate with both current customers and target groups. To send out information about the company, prices offers and keep your customers/ target groups up to get wind about positive things that happen around the company. This is an easy way to get your customers close-hauled to you, that they all the time get new knowledges about the Aer Lingus brand. In a long term asp viperect, we also think that the customers will get better preferences about the company and that Aer Lingus will increase their gross sales online.Question 3 4. 1 Media Tools and Vehicles Aer Lingus frontmost priority is to increase peoples awareness and knowledge of their brand. To do this they have to make sure that the target audience sees the brand as much as possible. This message needs to be delivered through all marketing channels. We think that the most effective media to use for Aer Lingus are internet, TV and newspapers. 4. 2 Internet The using of internet has become a vivid thing for many people, it is gateway on personal computers and through telephone services. Internet especially attracts newfangled people.Our target groups are very influenced of internet and use it many times every day. It is of great significance for Aer Lingus that they develop their internet marketing for incoming success. A huge benefit for Aer Lingu as with using internet marketing is that they reach their target audience all over the world. This, naturally, is very important for an airline. Our target groups are in that age (24-35) when internet has had a big impact on their lifes for a couple of years. To meet friends, communicate with people all over the world, read newspapers/magazines and buy things (online shopping) are natural for our target audience.People use internet because its easy, comfortable and you get what you adverting for very quick. For our target customers internet is a way to keep themselves up to date with everything that happens around them. Online advertising can be made in four different ways, banner ads, classify ads, search advertising and media/video ads. We think that Aer Lingus goals with internet marketing should be as we mentioned before, to give the companys target groups awareness and knowledge of the bran and make them keep the benefits of the Aer Lingus product.Banner ads are a very good tool to use in many occasions. 2007 banner ads was the third biggest interactive tactic online, according to Jaffee, L, 2007. We think that banner ads at websites such(prenominal) as Facebook , Twitter, Ebay, different travel/sport magazines and newspapers will get high impact on our target audience, because they visit this types of websites several times a week. virtually in the target groups visit same internet sites several times every day. It is also very significant that Aer Linguas expand banners that, in the best possible way, catch the website visitors guardianship.They should use banners that really incite people of the brand, e. g. use the green Aer Lingus shamrock. The banner should in one way or another tell something about the company, product or the benefits by travelling with Aer Lingus. When our target groups start to think about going away, or just want to dream away, we are convinced that the eldest thing they do is to visit Google and search for trips. Theref ore, it is important for Aer Lingus to also have their advertising on search engines. In that way the costumer look for Aer Lingus and not the other way round.To be on top when people search on Google it is very important and we think Aer Lingus should put a little bit of their money to make sure that they are well positioned on Google. At the same time that online advertising has become more and more common people have become more resistant to the advertising. People have learned to click- through and just not see it. That is one reason that it is significant that Aer Lingus also develop other market channels. Again, Aer Lingus needs to be seen often. Studies have also showed that traditional advertising such as TV, Magazines and Radio inspire people, according to Smith, 2002. . 3 Television TV has a huge impact on most of people. TV has good mass- market coverage and combines of sight, sound and motion (Armstrong, G. 2005). Other advantages with TV advertising are the low cost per contact and the quality creative opportunities (Clow & Baack, 2010). We think that Aer Lingus should take advantage of the creative opportunities to make an ad that people notice and with a good message theme. The ad should either say something about Aer Lingus as a company and brand or have a slogan that shows the product benefits.Here again we think Aer Lingus can use the shamrock to present themselves, but also to get the potential customer attention. For Aer Lingus to reach the right target groups and get out much attention as possible from TV ads, we think that they should do commercial ascribeed to sports, travels and some lifestyle programs. We also think that our target audience will see and respond positively when they feel that Aer Lingus is connected with some of their interests. Another thing that will give Aer Lingus good publicity is to through TV sponsor special events. Such as concerts and big sport events.For Aer Lingus to be connected in this kind of contexts wi ll give their company an image boost. 4. 4 Newspapers The last media tool Aer Lingus should use is the newspaper. A lot of people still read newspapers. We think that the mix between good publicity and ads in some of the big daily newspapers e. g. Irish Post, Irish autarkic will give Aer Lingus much higher reliability. To reach the target groups and build a good image is important that the people believe in the company. The ads in the newspaper should only focus on the benefits by flying with Aer Lingus and the price.By showing the benefits compare to the low price, will distance Aer Lingus from Ryan Air. To be seeing in bigger daily newspapers will also give a good worth of mouse and a growing reputation. Aer Lingus should first of all try to get out in the Irish and British newspapers with their ads. Its always much more effective by commencement with influence your own people, according to Kotler, 2005. Question 4 To date Aer Lingus is a company that has a lot of problems. The internal and external communication does not work and that lead to that the customers do not know what the company stands for. Aer Lingus brand and image are deeply damage.With our campaign, we think that Aer Lingus will increase the business, get a good hype around their brand and showing the benefits by travelling with the company. Under here we try to grass over and show the possibly responses to the communication tools that we chosen. 5. 1 Promotional Tools Public Relation we think that this tool is one of the most important tools for Aer Lingus. First of all if they get a better internal communication, that will lead to a better and more service minded staff. When the stuff knows whats pass judgment of them the service going to be better and the costumers get satisfied.If Aer Lingus get good publicity the target audience will take good notice about the company and their brand/image will be better. by dint of publicity the customers also gets knowledge about the company and t he product. This is the two very important steps in the buyer process. We think also that the Cause-Related Marketing will lead to that people/ our target customer will prefer Aer Lingus. Cause-Related Marketing will also give the Aer Lingus brand a boost. Direct Marketing By using this tool, we think that Aer Lingus will come close to their customers and target groups.By using a specific demographic mail list to connect the target audience, will give the potential customer a chance to know the product and the benefit about travelling with Aer Lingus. Whit this type of marketing Aer Lingus can give their Potential customers offers and price information. We think that in a long term view this tool will help the company to increase their business. Advertising By using advertising that inform the target groups about the company and the product people will get to know what Aer Lingus as a brand stand for. This will give the company a higher reliability and a better image.Aer Lingus mus t also use advertising that brings the best out of their service and shows the benefits by travelling with the company. The message strategy will be to show the benefits about the product and distance themselves from the competitor. We thing that our target groups will get a better overall knowledge about the company and hopefully see the benefits of the product. We think by using this strategies will increase their business. 5. 2 Media tools and vehicles Media tools we have chosen is online advertising (Internet), TV and Newspapers. This is a good mix.Trough Internet Aer Lingus increase the awareness by the target audience. They will see the brand o lot, both conscious and unconscious. This gives Aer Lingus a better position, people will have Aer Lingus brand in their minds when they thinking about traveling. By advertising in TV Aer Lingus can communicate their message better, with colors, pictures and information they will develop their position. People will not only recognized t he brand, they will also get knowledge of the companys concept, and get good feelings when they think of the company and brand.By doing ads on Internet and TV Aer Lingus can show the benefits of the product in a profitable way. By using booth those creative media tools, will have a big impact on our target groups. By using newspapers as a tool, we think that the customer will see the ad and connect it with reliability, its important for the company after the last years bad publicity. In the paper you can also form a ad that will give the potential customer knowledge about the company, product and brand. When Aer Lingus succeed with attract the chosen target group a good circle will be formed.The brand gets bigger which will lead to that more and more people chose to go with them. Bibliography 6. 1 Books Clow, E, K, Baack, D. structured Advertising, Promotion, And Marketing Communication, 4th edt. 2010. Pearson Education, New Jersey, USA. Wright, R. Advertising. 2000. Pearson Educa tion Limited, Edinburgh, Scotland. Kotler, P, Wong, V, Saunders, J, Armstrong, G. Principles Of Marketing, 4th edt. 2005. Pearson Education Limited, Essex, England. Smith, P, R, Taylor, J. Marketing Communications An Intergrated Approach, 3rd edt. 2002. Kogan Page Limited, London, England. 6. Electronic Sources Rothwell & Fahy. _Aer Lingus Switches to Imitating EasyJet, Not Ryanair. . Business Week. Com . January 26, 2010. functional _ http//www. businessweek. com/news/2010-01-26/aer-lingus-drops-ryanair-strategy-in-effort-to-imitate-easyjet. html_ _ Aer Lingus Limited. 2001-2009. Available http//www. aerlingus. com/cgi-bin/obel01im1Corporate/mediaCorpProfile. jsp? emailprotected2017366715. emailprotected&BV_EngineID=ccddadekefljdmhcefecfigdffgdfkl. 0&P_OID=-536880294&Category=0history The Post. _Aer Lingus cast to build Tesco-like image__. _ThePost. ie.September 30, 2007. Available http//archives. tcm. ie/ businesspost/2007/09/30/story26973. asp Business Week, Bloomberg L. P. 200 6-2010. Available http//search. businessweek. com/Search? searchTerm=aer+lingus&resultsPerPage=20 License 7, No. 10. Cyber shop. P. 12. November, 2004. Available Clow, K, E, Baack, D. Intergrated Advertising, Promotion And Marketing Communications, 4th edt. 2010. P. 268. Jaffee, L. Follow The Money. Promo 20, No. 11. P. 5-10. November, 2007. Hoovers, Inc, 2010. Available http//www. hoovers. com/aer-lingus-group-plc/ID__91296/freeuk-co-factsheet. xhtml