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MKTG1392 Marketing Communication Strategy

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LuxJet is a brand-new airline, launching September 1st, 2017 that will be offering premium travel between Sydney and San Francisco. The daily service will feature a luxuriously appointed Airbus A340 that has been converted to hold 88 fully-reclining business class seats. Passengers are picked up from their home or office by a limousine service and access a rapid immigration and customs service both in Sydney and San Francisco that saves them considerable amounts of time. The flight attendants, recruited from leading airlines across the world, provide exceptional standards of service, including access to chef prepared gourmet meals. The plane also features a fully equipped business centre with internet access, secretarial support, teleconference facilities and a gymnasium.

Based on their market analysis LuxJet believes there is a ready supply of senior executives who regularly travel between Sydney and San Francisco and who would make up the target audience. Thus, LuxJet hopes to primarily take market share away from existing major carriers such as Qantas, Virgin and United Airlines. The cost of a flight on LuxJet is approximately 50% more than the cost of a business class fare on a major carrier. LuxJet has no intention of competing on price as they believe that this would devalue perceptions of their product. Their preliminary market research has also indicated that their target audience are reluctant frequent travellers, who do so out of necessity.

LuxJet’s founder and CEO, Barbara Printup (who left CSP after the unfortunate failure of Metabical) has asked you to join the company as a consultant and to offer your advice to assist her with the marketing communications strategy of the airline in Australia – that is travellers departing Sydney.

You are required to address the following matters:

Q1 – Audience and Objectives

Prepare your answer to this question as a brief strategic report to Ms Printup that contains the necessary insight and recommendations to the issues identified more specifically below.

Consider the concept of behaviouristic segmentation contained in your studies and recommend and justify which (one) group you believe would be most strategically desirable for LuxJet’s primary target audience. What other determinants could be overlayed with this audience to strengthen its validity? With this enhanced target audience in mind, explain which two communication objectives you would recommend LuxJet strategically focus on over the next six months? What specific aspects of these objectives would they need to focus on especially?

Q2 – Position and Media

Prepare your answer to this question as a brief strategic report to Ms Printup that contains the necessary insight and recommendations to the issues identified more specifically below.

Write an appropriate positioning statement for LuxJet, using the standard approach detailed in your Marketing Communication Strategy studies. Justify your positioning statement, explaining how it can best accommodate the goals of the airline. Which one primary media communication method and two secondary (or supporting) media communication methods would you suggest the company predominantly utilise in their first six months to reflect this positioning? Justify your selections and indicate how your choices would affect and contribute to a desirable reach and/or frequency. Clearly outline a preference and rationale for either maximizing reach or frequency at this juncture

Q3 – Promotion and Generating Interest

Prepare your answer to this question as a brief strategic report to Ms Printup that contains the necessary insight and recommendations to the issues identified more specifically below.

Keeping in mind the goals of the company, outline and justify an appropriate Sales Promotion that LuxJet could run to generate interest in its brand at launch. Suggest and detail one other integrated communications activity (linked to your suggested sales promotion concept) that you would recommend LuxJet use to stimulate “buzz” or excitement for its launch phase? How may Cause-Related Marketing assist LuxJet to overcome some of the short-comings of sales promotions? Present an argument for this and a suitable cause that may facilitate branding goals.

Q4– Creative Approaches

Prepare your answer to this question as an executive summary to Ms Printup that contains the necessary insight and recommendations to the issues identified more specifically below

Which section of the Rossiter-Percy-Bellman Grid would LuxJet most likely be in? Based on this, justify and detail an appropriate creative strategy and appropriate supporting tactics that LuxJet could utilise in an integrated marketing communications campaign to launch the airline. Include an example of a remote-conveyor that could be used for a central campaign theme and present your rationale for whether the central or peripheral route to persuasion would play a more important role and why? At the very conclusion of your report please recommend and justify a slogan/tagline for LuxJet that specifically fulfils the requirements of assisting the objective of Brand Recall.

Q5 – New Challenges

Prepare your answer to this question as a memo or conceptual paper to Ms Printup that contains the necessary insight and strategic direction to the issues identified more specifically below.

Over a low-calorie business lunch Ms Printup tells you that she believes that because of diverse and emerging communication channels, consumers have become more in control of marketing campaigns directed at them. What does she mean here? How can LuxJet allow its target audience to exercise its control over the decision-making process and show how they experience brand messages? Give examples of appropriate and integrated (to the audience, position, strategy and tactics you outlined in earlier questions) activities that you recommend they undertake to facilitate this experience. What unified approach and contemporary perspectives could Ms Printup use to move unknowns to customers to advocates, and the respective metrics in doing so? (9 marks)

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