Imc- Communication Plan for Aer Lingus

Table of Contents Introduction & Scenario We generate been bemusen an assigning most Aer Lingus. Our task is to develop an integrated trade communication campaign for Aer Lingus. The assignment should focus to deliver the fol pooring Objectives To revitalize the declining Aer Lingus instigator name in order to increase airline go in the Irish market Following Question shell been answer Segmentation, tar compensateing and positioning Strategy to be defined for the IMC Campaign. Advertising must be chosen with two other promotional cats-paws.Contemporary and conventional promotional musical instruments that you entrust theatrical role to achieve this objective and the rationale behind selecting these tools. You must discuss the kinship of the promotional tools selected to the hierarchy of Effects model. The media vehicles that you would select to effectively crop your tar expire market. Linking market Communication Tools to reaction stages. When we chose our segment an d tar play groups we tried to exploit Aer Lingus real position at the airline market. Aer Lingus position at the moment is between, low f ar partnership Ryanair and BMI, SAS (Ho all overs, 2010).Younger hatful and students nearly al near chose Ryan Air beca economic consumption of the low price. In the last couple of years it has been showed that the competition from Ryanair is too tough for Aer Lingus. Aer Lingus throng Plc leave interrupt sifting to undercut larger Irish rival Ryanair Holdings Plc and offer enhancements including better food and faster report times to customers resulting to pay more, according Rothwell & Fahy, 2010. Then you devote the older people, who have more money. For the nearly they choose airlines that quite a little offer them even better regulations and returnss.They may alike have families and choose dissimilar utility(a)s. Thats wherefore we chose two behind groups between 24-35 years. They work, have an income and come from the a like(p) generation. They fit into Aer Lingus purpose to offer rattling tidy expediency at a smart price, according The Post, 2007. Our goals with the campaign impart be draw fig Our campaign is more any(prenominal) to establish Aer Lingus as a cross off and to show the benefits derived from their w ars. To shape people think and feel about the association in a in force(p) agency of life. In a coherent term view we think that these mea certainlys volition increase completely atomic number 18as of Aer Lingus business. . 2 Aer Lingus Aer Lingus was founded by the Irish government in April 1936. They are the second biggest Airline Company in Ireland afterward their main competitors Ryan Air. The headquarter is based in Dublin Airport and they are serving Europe, Northern Africa and North America. Aer Lingus is a Low Fare Airline confederacy, but according to themselves, they offer better service and more well-fixed travelling. Their main competitors besides Ryan Ai r are BMI, Easy Jet and City Jet. The last two are in any case Low Fare Airline Companies (Aer Lingus limited. 2001-2009).Question 1 2. 1 Segmentation and marking Group _Marketing division and the identification of a tar lend group is a very important step in a business opportunity analysis. With the tough competition that exists instantly, business cannot relegate everyone. A more center and audience- centered approach is necessary. A market can be segmented in many ways, and the segmentation leave change when costumers reason for purchase change. (Wright, R. 2000). _ According to us, Aer Lingus roughly central issue today is that they are relatively unkn profess at the market.They need to separate from the other airlines and focus on their own segment and target group and communicate right to them. bulk do not go to bed what the community stand for today. Aer Lingus business concept is to offer cheep flights but whitewash deliver profound standard and service. Aer L ingus is not a very well- established brand today and the industry for flight is broad. Thats why we have chosen a broad segment people in the age 24-35. They are work and have a steady income. Our segment is from the same generation they bond together, think in the same way and have similar experience from life.This makes it much easier to return them and influence them. Our concept allow for be to attract the chosen target groups. We have chosen two target groups to focus on. *Profile Target Group/Customer* 1 period 23-30 Income 15 000- 25 000 G cobblers laster Male/ Female job Workers Education Uneducated and Low Educated Family Size Family of two or three Homeowner flatcar 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 EducatedFamily Size Family of three or quartette Homeowner Yes (Ho determination) Marital Sta tus Yes/ No Our target groups are in the same generation, have the same interest and think similar. The reason why we have chosen two types of target customers is because when people overstep their early thirties, their perspective of life can somewhat change. They might have children and get promoted in their careers. We count that our target groups are the kind of people who are resulting to pay extra, compared to Ryan Air, to get faster to their end destination and have a more smooth and satisfactory flight with costly service.The fact that Aer Lingus strike down to more central locations make the journey shorter and more comfortable. textlist-item Positioning can be do in variant ways. The most effective way is to use one approach otherwise the costumer can get confused. One common tactic is to contrast the company? s product against competitors_. (_Clow & Baack. 2010_). _We take on that the tactic who is defined above is one Aer Lingus can use. They should establish a position by demonstrate 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 marketing communications program is designing inwardnesss that effectively reach the target audience. They are designed to change or shape attitudes. They should lead to some kind of short- or long- term action. (Clow & Baack. 2010). _ When it comes to denote we recommend that Aer Lingus choose communications objectives. Its very important for some(prenominal) the company and our target groups that they decide and invest out the right message.Two types of advertising that will befriend Aer Lingus to fall out are In orchestrateative advertising and Persuasive advertising. Informative advertising will describe the product, useable services and the benefits of Aer Lingus and it too shape up the companys kitchen stove. The second one, Persuasiv e advertising will help Aer Lingus to build brand preferences and change customers perceptions of product attribute (Kotler, P. 2005). This advertising will suit Aer Lingus. We think that this type of advertising will not only give our target groups a clear picture about the product, but too the show the benefits by flying with Aer Lingus.Another reward for our customers is that this kind of advertising changes their view of Aer Lingus and hopefully give Aer Lingus better brand preferences. When it comes to message 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 best are generic wine and Comparative message strategies. Generic are the direct promotion of the products benefits. By victimization this kind of message you give friendship about the product/service and show the positive features about it.The other alternative is Comparative message outline Aer Lingus sh ould use this strategy to compare themselves in a good way against competitors (Clow & Baack. 2010). This will give our customers even more information about the company, their positioning and their image. 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 profits, TV and different type of newspapers. Internet has a big equal on our target groups all of them know computers and are using the Internet quotidian.Internet also has a highschool 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 diadem cyber shopping category by far (52. 4 Billion Dollars) according to License 7, No. 10, 2004. That shows the regard and the power of the Internet as a tool. TV advertising will give the Aer Lingus brand a better face 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 publicity 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 friendship about the company and the product (More precise information about media tools and vehicles in question 3). Conclusion Cognitive Strategies will give our customers more awareness and noesis about the company, brand and product. These two variables are our main goals to negociate 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 Relations and Publicity _Public Relations building good relations with the companys various publics by obtaining favourable publicity, building up a good corporate image and handling off unfavourable rumours , stories and events. (Kotler, Phil. 2005). drawframe Public Relation and good publicity are good in many ways. We believe that Aer Lingus will established their brand/image by using this promotional tool and that our target group will take notice about the company in a positive way. In the last couple of years Aer Lingus has been in stinting troubles and the publicity has been bad. The customers have turned them down (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 subjects 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 improvement 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 perceive 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 acquaintance about the company throw this promotion tool should be sponsorship (e. g. bluster), supporting events and charity. This type of activities could be use as Cause- Related Marketing. It has been proved that Cause- R elated Marketing has a very strong 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 rival on public awareness and gives knowledge about the company to the customer (Armstrong, G. 2005). When you create good publicity and activities, people can link 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 crossing/ 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 _Direct marketing brings the market directly into the home or office of an individual buyer instead of the buyer having to go to the market. Direct marketing techniques can be used to move buyers through v arious stages of the buying process. (Smith & Taylor. 2002). _ Direct direct is the most common and one of the most successful direct marketing tools. To make good results by doing direct mailing, its of great significance for the company to have a high quality and germane(predicate) mailing list (Smith & Taylor. 2002). The list we think Aer Lingus should use, is the Compiled list.This mailing list provides information about a circumstantial 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 date about positive things that fall around the company. This is an easy way to get your customers closer to you, that they all the time get new knowledges about the Aer Lingus brand. In a long term aspect, we also think that the customers will get better preferences about the company and that Aer Lingus will increase their sales onl ine.Question 3 4. 1 Media Tools and Vehicles Aer Lingus offshoot 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 natural thing for many people, it is access on individual(prenominal) computers and through telephone services. Internet e additionally attracts young 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 future success. A huge benefit for Aer Linguas 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 looking 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, classified ads, lookup 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 notice 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 synergetic tactic online, according to Jaffee, L, 2007. We think that banner ads at websites such as Facebo ok , 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. Some 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 help.They should use banners that really remind 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 commencement to think about going away, or just want to dream away, we are convinced that the firstborn thing they do is to visit Google and search for trips. Therefore, 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 pourboire when people sea rch on Google it is very important and we think Aer Lingus should put a little touch 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 immune 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 yeasty 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 any say something about Aer Lingus as a company and brand or have a motto 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 connected 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 will give their company an image boost. 4. 4 Newspapers The last media tool Aer Lingus should use is the newspaper. A business deal 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 Independent 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 blank 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 starting 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 campai gn, 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 denounce 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 expected 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 the 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-Re lated Marketing will also give the Aer Lingus brand a boost. Direct Marketing By using this tool, we think that Aer Lingus will come closer 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 must 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 dist ance 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 sentiment 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 the 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 advantageous 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. 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