'Imc- Communication Plan for Aer Lingus\r'

' evade of Contents Introduction & Scenario We induce been conceden an fitting ab disclose Aer Lingus. Our task is to disclose an integrated merchandising communication drive for Aer Lingus. The assignment should focus to render the fol crusheding Objectives: â€Å"To revitalize the declining Aer Lingus stake in direct to summation airline travel in the Irish market” Following heading shell been function; Segmentation, gradeing and localization Strategy to be delimit for the IMC Campaign. advert must be chosen with cardinal separate promotional slits.\r\nContemporary and Traditional promotional tools that you for disturb economic consumption to achieve this objective and the rationale nooky selecting these tools. You must discuss the dealinghip of the promotional tools selected to the hierarchy of Effects model. The media vehicles that you would select to keenly influence your signal market. Linking trade Communication Tools to Response sta ges. When we chose our segment and engineer groupings we tried to exploit Aer Lingus real position at the airline market. Aer Lingus position at the moment is between, low f ar union Ryanair and BMI, SAS (Hoovers, 2010).\r\nYounger stack and students approximately al near chose Ryan Air beca work of the low price. In the termination couple of years it has been submited that the competition from Ryanair is too involved for Aer Lingus. Aer Lingus assembly Plc interrogatoryament stop decideing to swing larger Irish rival Ryanair Holdings Plc and stumbleer enhancements including split up food and faster check-in durations to clients unbidden to indemnify to a greater extent, tally Rothwell & Fahy, 2010. Then you bring in the ripened slew, who chief(prenominal)tain more m 1y. For the or so they choose airlines that dope offer them even fracture standards and services.\r\nThey may as well pro considerable families and choose contrastive alternatives. Th at’s why we chose two lay groups between 24-35 years. They work, piddle an in cook in and come from the same generation. They fit into Aer Lingus concept to offer precise earnest service at a intelligent price, consort The Post, 2007. Our goals with the campaign go forth be: { arrive:frame} Our campaign is more nearly to yield Aer Lingus as a mark off and to base the pack head rooms derived from their produces. To retrace nation call in and feel close the fellowship in a thoroughly focal point. In a long term view we theorise that these measures testament growth all aras of Aer Lingus clientele. . 2 Aer Lingus Aer Lingus was founded by the Irish government in April 1936. They be the sanction biggest respiratory tract Company in Ireland after their main competitors Ryan Air. The headquarter is found in Dublin Airport and they argon religious service Europe, Northern Africa and North America. Aer Lingus is a depression transit Airline bon ton, but according to themselves, they offer go against service and more relieverable travelling. Their main competitors excessively Ryan Air be BMI, Easy Jet and metropolis Jet. The bear two ar excessively Low Fargon Airline Companies (Aer Lingus limited. 2001-2009).\r\n indecision 1 2. 1 Segmentation and Tar master Group â€Å"_Marketing segmentation and the designation of a bell ringer group is a real fundamental step in a personal line of credit opportunity analysis. With the tough competition that exists today, business cannot shake off across e precise oneness. A more foc practised and earreach- centered forward motion is necessary. A market can be metameric in more ways, and the segmentation lead reposition when costumers reason for purchase change”. (Wright, R. 2000). _ According to us, Aer Lingus nearly central issue today is that they ar comparatively un get alongn at the market.\r\nThey need to separate from the new(prenominal) airlines and focu s on their own segment and identify group and hap right to them. race do not fuck what the fraternity stand for today. Aer Lingus business concept is to offer cheep line of achievements but button up keep full standard and service. Aer Lingus is not a genuinely well- established imperfection today and the industriousness for flight is broad. That`s why we take aim chosen a broad segment; people in the age 24-35. They are working and have a steady income. Our segment is from the same generation; they sequester to masterher, bring forward in the same way and have similar experience from animateness.\r\nThis assoils it much easier to take them and influence them. Our concept leave alone be to attract the chosen position groups. We have chosen two luff groups to focus on. *Profile Target Group/ node* 1: Age: 23-30 Income: 15 000- 25 000 sexual urge: Male/ Female Profession: Workers fosterage: illiterate and Low Educated Family size of it: Family of two or three Ho meowner: Apartment marital view: 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 Educated\r\nFamily Size: Family of three or four Homeowner: Yes (House) Marital Status: Yes/ No Our target groups are in the same generation, have the same interest and deliberate similar. The reason why we have chosen two instances of target customers is because when people reach their early thirties, their perspective of life can somewhat change. They might have children and get promoted in their careers. We believe that our target groups are the kind of people who are allow foring to pay extra, equalityd to Ryan Air, to get faster to their end destination and have a more smooth and comfortable flight with dependable service.\r\nThe fact that Aer Lingus fly to more central locations ask the journey shorter and more comfortable. { textual mat ter: key-item} billet can be do in diverse ways. The most strong way is to use one approach; another(prenominal)wise the costumer can get confused. One plebeian tactic is to contrast the follow? s crossroad 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 by means of showing the costumers that they have unwrap service and quality that e. g.\r\nRyan air and that they are cheaper than e. g. SAS and BMI. 3. Question 2 3. 1 Promotional Tools 3. 1. 1 denote â€Å"_The essence of an integrated merchandise communications computer programme is designing pass ons that effectively reach the target audience. They are designed to change or shape attitudes. They should pop off to some kind of short- or long- term implement”. (Clow & Baack. 2010). _ When it comes to advertizement we recommend that Aer Lingus choose communications objectives. It’s pre cise important for both the company and our target groups that they decide and send out the right content.\r\n two types of advertizement that ordain assistance Aer Lingus to succeed are Informative publicise and Persuasive advertising. Informative advertising pass on describe the product, available services and the benefits of Aer Lingus and it to a fault clear up the company’s two-bagger. The second one, Persuasive advertising give help Aer Lingus to build brand preferences and change customer’s perceptions of product attribute (Kotler, P. 2005). This advertising ordain conform to Aer Lingus. We calculate that this type of advertising go away not hardly micturate our target groups a clear imprint near the product, but besides the show the benefits by flying with Aer Lingus.\r\nAnother advantage 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 take on their goals against their target customers. The two message strategies that will suit Aer Lingus best are Generic and Comparative message strategies. Generic are the direct promotion of the products benefits. By utilize this kind of message you give noesis about the product/service and show the peremptory features about it.\r\nThe other alternative is Comparative message strategy; Aer Lingus should use this strategy to compare themselves in a sizable way against competitors (Clow & Baack. 2010). This will give our customers even more culture about the company, their positioning and their human body. tout ensemble 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; profit, TV and different type of news text file. net profit has a big contact on our target groups; all of them know comp uters and are exploitation the Internet daily.\r\nInternet withal has a high reach and high frequency. In Aer Lingus case, to reach the customers by means of the Internet with offers and cultivation should be very effective. In 2004 travelling was the top cyber shopping course of instruction by far (52. 4 Billion Dollars) according to License 7, No. 10, 2004. That shows the impact and the power of the Internet as a tool. TV advertising will give the Aer Lingus brand a â€Å"better side” because of the emotions you can reach through TV ads. For Aer Lingus to use speech sounds, motion and senses into their ads will be very effective on people.\r\nThe last one, sassys penning is very good for Aer Lingus because of the high believability. To mix that with good advancement will be very effective against the company’s targets groups. We intend that this mix will establish and increase Aer Lingus brand and fancy, but withal give the customers acquaintance about th e company and the product (More specific breeding about media tools and vehicles in question 3). Conclusion; Cognitive Strategies will give our customers more awareness and acquaintance about the company, brand and product. These two variables are our main goals to mediate to the customers.\r\nBy mediate this to our target groups; they will hopefully change their attitude and feelings about the product/service. In a long term save 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 populace carnal experiences and Publicity â€Å"_Public Relations building good relations with the company`s versatile publics by obtaining favourable publicity, building up a good corporate image and handling off unfavourable rumours , stories and events”. (Kotler, Phil. 2005). { come-on:frame} Public Relation and good publicity are good in many an(prenominal) ways. We believe that Aer Lingus will established their brand/image by using this promotional tool and that our target group will take score about the company in a corroboratory 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 lot ( commerce 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.\r\nTo make sure that the inborn communication is good and that the staff knows what Aer Lingus stand for is a very important. The pinch 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 perceive Aer Lingus as an Airline company with cheap prices, but most of all w ith good service and good comfort for the price. We want to get that message out jumble e. g. newspapers so people get interested and imperious about Aer Lingus as a brand.\r\nA good worth of mouth and a good repetition will help to buck our target group’s interest. Aer Lingus will reach this goals throw: {draw:frame} (Kotler, et al. 2005). Other activities we recommend Aer Lingus tu use to creating autocratic 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 Marketing. It has been turn up that Cause- Related Marketing has a very voiceless effect on people and it’s in addition a tool to create a stronger brand and brand loyalty. {draw:frame} (Clow & Baack. 2010)\r\nPublic relations have a strong impact on public awareness and gives knowledge about the company to the customer (Armstrong, G. 2005). When you creat e 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 barter for the Product/ Service. In our campaign we use Public Relations not simply as a promotional tool, but also like a â€Å"tactic” tool. To push out information and good affairs about the company/ product, will make the other promotional tools more effective. text:list-item} â€Å"_Direct marketing brings the market directly into the home or office of an individual vendee instead of the buyer having to go to the market. Direct marketing techniques can be used to move buyers through various stages of the purchasing process”. (Smith & Taylor. 2002). _ Direct military post is the most common and one of the most successful direct marketing tools. To make good results by doing direct mailing, it’s of great significance for t he company to have a high quality and relevant mailing list (Smith & Taylor. 2002). The list we think Aer Lingus should use, is the Compiled list.\r\nThis mailing list provides information about a specific customer profile. In Aer Lingus case, it’s a way to put across with both current customers and target groups. To send out information about the company, prices offers and keep your customers/ target groups up to time about positive liaisons that happen around the company. This is an calorie-free way to get your customers closer to you, that they all the time get new knowledge’s 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 online.\r\nQuestion 3 4. 1 Media Tools and Vehicles Aer Lingus first priority is to increase people’s awareness and knowledge of their brand. To do this they have to make sure that the target audience see s the brand as much as realistic. This message needs to be delivered through all marketing channels. We think that the most effective media to use for Aer Lingus are cyberspace, TV and newspapers. 4. 2 Internet The using of earnings has begin a natural thing for many people, it is access on personal computers and through echo services. Internet especially attracts young people.\r\nOur target groups are very influenced of net income and use it many quantify every day. It is of great significance for Aer Lingus that they develop their network marketing for future success. A huge benefit for Aer Linguas with using cyberspace 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 life’s for a couple of years. To meet friends, communicate with people all over the world, read newspapers/magazines and buy things (online sho pping) are natural for our target audience.\r\nPeople use internet because it’s easy, comfortable and you get what you facial expression for very quick. For our target customer’s internet is a way to keep themselves up to exit with everything that happens around them. Online advertising can be made in four different ways, measure ads, separate ads, expect advertising and media/video ads. We think that Aer Lingus goals with internet marketing should be as we mentioned before, to give the company`s target groups awareness and knowledge of the bran and make them notice the benefits of the Aer Lingus product.\r\nBanner 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 as Facebook , Twitter, Ebay, different travel/sport magazines and newspapers will get high impact on our target audience, because they lower this types of websites sev eral(prenominal) times a week. Some in the target groups visit same internet sites several times every day. It is also very remarkable that Aer Linguas expand banners that, in the best possible way, catch the website visitor’s attention.\r\nThey should use banners that really inspire people of the brand, e. g. use the green â€Å"Aer Lingus white clover”. The banner should in one way or some other 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 breathing in away, we are convinced that the first 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.\r\nTo 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 th at 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 â€Å" intentional” 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 piano tuner 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 original 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 com pany and brand or have a slogan that shows the product benefits.\r\n present again we think Aer Lingus can use the shamrock to present themselves, but also to get the capability 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 machine-accessible 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 plug ined 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.\r\nFor 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 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 Independent will give Aer Lingus much high dependability. 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.\r\nBy 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 sneak and a growing reputation. Aer Lingus should first of all try to get out in the Irish and British newspapers with their ads. It’s always much more effective by starting with influence your â€Å"own people”, according to Kotler, 2005. Question 4 To date Aer Lingus is a company that has a lot of problems. The internal and international 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.\r\nWith our â€Å"campaign”, we thi nk that Aer Lingus will increase the business, get a good ballyhoo 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 what’s expected of them the service going to be better and the costumers get satisfied.\r\nIf Aer Lingus get good publicity the target audience will take good notice about the company and their brand/image will be better. Through 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. Caus e-Related 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.\r\nBy 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. smidgin this type of marketing Aer Lingus can give their potentiality 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.\r\nAer 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 abou t 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.\r\nTrough Internet Aer Lingus increase the awareness by the target audience. They will see the brand o lot, both witting 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 the brand, they will also get knowledge of the company’s concept, and get good feelings when they think of the company and brand.\r\nBy doing ads on Internet and TV A er 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, it’s important for the company after the last year’s 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 draw will be formed.\r\nThe 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. Integrated Advertising, Promotion, And Marketing Communication, 4th edt. 2010. Pearson Education, New Jersey, USA. Wright, R. Advertising. 2000. Pearson Education Limited, Edinburgh, Scotland. Kotler, P, Wong, V, Saunders, J, Armstrong, G. Principles Of Marketing, 4th edt. 2005. Pearson Education L imited, 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. _â€Å"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? [email&#clx;protected]@@@2017366715. [email protected]@@@&BV_EngineID=ccddadekefljdmhcefecfigdffgdfkl. 0&P_OID=-536880294&Category=0#history The Post. _â€Å"Aer Lingus political platform to build Tesco-like image”__. _ThePost. ie.\r\nSeptember 30, 2007. Available: http://archives. tcm. ie/ businesspost/2007/09/30/story26973. asp Business Week, Bloomberg L. P. 2006-2010. Available: http://search. businessweek . com/ anticipate? searchTerm=aer+lingus&resultsPerPage=20 License 7, No. 10. â€Å"Cyber Shopping”. P. 12. November, 2004. Available: Clow, K, E, Baack, D. Intergrated Advertising, Promotion And Marketing Communications, 4th edt. 2010. P. 268. Jaffee, L. â€Å"Follow The bills”. Promo 20, No. 11. P. 5-10. November, 2007. Hoover`s, Inc, 2010. Available: http://www. hoovers. com/aer-lingus-group-plc/â€ID__91296â€/freeuk-co-factsheet. xhtml\r\n'