Country : Australia
Assignment Task:

Case Study (Hypothetical Scenario)    
Virgin Australia Airlines is one of the largest airlines operating in Australia. Virgin Australia aims to introduce more domestic flights (not international) across Australia due to COVID-19. Other airlines that are currently offering domestic flights are Jetstar, Regional Express (REX), and Qantas. Virgin  Australia aims to increase its revenue by 10% by introducing this initiative and focusing on one loyalty category. Virgin Australia has an adequate  budget for this campaign. Planning this campaign requires answering to the following questions. Answer the questions and use Table 1 and Exhibit 1 where required:


1. Using the Rossiter & Percy grid, identify the quadrant for Virgin Australia and justify your choice.

2. Determine and justify the relevant target audience using brand loyalty categories for the marketing communications campaign. Assume the marketing objective of a 10% increase in sales.

3. Identify Virgin Australia’s positioning strategy, IDU strategy option, positioning approach, and key benefit. You will need to reproduce the IDU table below (See Table 1) and prepare calculations.

4. From your analysis in question 3, provide a clear positioning statement. Also, identify your Key Benefit Claim.

5. State at least 2 communication objectives and one action objective for your nominated target audience in question 2 using SMART criteria.

6. Develop a creative strategy for your campaign. This will involve identifying a creative idea using the Remote Conveyor Model based on your key benefit. After you have determined the big idea to discuss the creative execution technique(s) that will be used.
 
7. Recommend at least three marketing communication tools for your target audience that could be used to meet your objectives. You should use the PESO model to discuss the channels you have chosen. Justify your choices based on your previous decisions.

 

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  • Posted on : April 25th, 2019
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