AMB320 ADVERTISING MANAGEMENT GROUP TWO · PDF fileAMB320 ADVERTISING MANAGEMENT GROUP TWO...
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AMB320 ADVERTISING MANAGEMENT GROUP TWO Qiqi Xie Jenny Chan N8946396 N8738254 Jina Kim Jamie Venema Luke Bright N8421901 N8308012 N8614962
Transcript of AMB320 ADVERTISING MANAGEMENT GROUP TWO · PDF fileAMB320 ADVERTISING MANAGEMENT GROUP TWO...
AMB320 ADVERTISING MANAGEMENT
GROUP TWO
Qiqi Xie Jenny Chan
N8946396 N8738254
Jina Kim Jamie Venema Luke Bright
N8421901 N8308012 N8614962
• AirAsia's current brand positioning focuses on portraying itself as a
low cost airline with consumers being able to add-on any desired
extras, compared to the typically more expensive ‘all in one’ flights
offered by other airlines.
• These ancillaries include baggage options, selecting seating, red
carpet service, different meal options and other comforts.
• While this current position allows for AirAsia to promote itself as the
largest low-cost airline in the Southeast Asia, this also results in less
ancillary revenue compared to competitors as consumers don’t see
the potential value or are either unaware of these extras, which can
led to them seeing them as a hidden extra.
OVERVIEW AND BACKGROUND
• Consumers aren’t purchasing ancillaries for their flights,
meaning that AirAsia is missing out on the opportunity for
people to book/pay for extras.
• Don't see the importance of purchasing ancillaries and/or
don’t think about booking them before they fly.
• The advertising problem faced is AirAsia is missing out on
potential revenue as consumers are not considering the
benefits of the ancillaries on offer.
ADVERTISING PROBLEM
• The objective of the campaign will be to increase ancillary
revenue on average by 20% per person (?)
• Change the public perception of ancillary purchases by
consumers
OBJECTIVES
• Young Australian 18-39 years who are seeking low cost fares to
Asia.
• Australians are widely known as most intrepid travelers and has
adventurous spirit and love of travelling (Australia Post, 2016; Zoiti, 2015; Australian Bureau of Statistics, 2010; Australian Bureau of Statistics, 2016)
Domestic trips
35%
International trips 33%
booking travel packag
e 15%
short international travel 11%
not travelli
ng 6%
Australian 2016 Travel Trend
TARGET ANALYSIS
[CATEGORY NAME]
[PERCENTAGE]
Visiting friends and relatives, business
and other 42%
Purpose of Travel
Pacific
Europe
MIDDLE
EASTAND
NORTH
AFRICA
AsiaAmeri
ca
Southand
otherAfrica
2014 1,584 1,296 183 3,714 1,080 144
2015 1,617 1,347 191 4,177 1,122 143
10
510
1,010
1,510
2,010
2,510
3,010
3,510
4,010
4,510
Nu
mb
er
of
Au
stra
ilan
Destination of Travel
Thailand 13%
Vietnam 5%
Indonesia 26%
Malaysia 6%
Philippines 5%
Singapore 9% China
10%
Hong Kong 5%
Japan 6%
India 6%
Other Asia 9%
Preference destination
in Asia country (Tourism Research Australia, 2016)
Media usage in Australia Medium used to book a
short trip
Long Trip Booking Channel
(Kattiyapornpong, 2009)
Feature of Consumers who using low price airline:
– Not considered other carriers’ services before booking their
flights.
– Most important factor is low cost and flight schedules.
– Willing to pay for add value services
– Clear communication and choice is most important factor (O’Connell & Williams, 2005; Amadeus, 2012)
Trend of passengers: • Increase number of economy
class passengers
• Interested in supplementary
services
• Prefer seat selection and
lounge access.
(Amadeus, 2012; Wittmer & Rowley, 2014 )
South-east Asia is comparatively cheap as a holiday
destination, but consumers are not necessarily budget
travelers
Value for money is far more important than simple low
cost
Consumers are not bargain hunters, but they are after a
good deal
CONSUMER INSIGHT
Target consumers are impulse buyers
The average trip to south-east Asia is similarly less
planned and more impulsive (BDRC Continental, 2015)
Consumers are also increasingly demanding flexibility in
their travel arangements, especially among 18-39 year
olds (booking.com, 2014)
Consumers do not want excess, but they do not want
bare bones service, either.
Younger consumers are increasingly focused on
purchasing experiences over luxury (Machado, 2013)
Target consumers in generation Y are driven in their
purchases by a sense of individuality (Outlaw
Consulting, 2008)
BIG IDEA
The big idea is based on consumers' desire to eliminate excess, as well as catering to their need for flexibility.
AirAsia's goals:
"To attain the lowest cost"
"Maintain the highest quality product"
Positions AirAsia as efficient,
versatily and good value, not just
low cost
Showcases AirAsia‘s USP The
flexibility of AirAsia's ancillaries is
front and centre.
CREATIVE CONCEPT
MEDIA PLAN
Pulsing media schedule to the young generation is
overexposed would be too much for advertising
(Braun, 2011)
• eDM - Email eDM is use email to communication to the customers Email can send with their special and holiday offers
promotion
• YouTube Ads YouTube ads is engage to reach with the audiences
• Mobile App Promote for AirAsia to attract customers to win a holiday trip
• Social Media Facebook and Twitter ads posted on the news feed to
interact with the audiences Communication with the audiences
MEDIA PLAN
If pre book extras over $45, you can get discounts of booking hotel AirAsiaGo.com
YouTube Ads
XXX airline
AirAsia airline
Mobile apps
IMPLEMENTAION
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8
YouTube
eDM
Mobile
app
Campaign will cover winter season (June-August)
2 months
91 days
MEDIA CONSUMPTION
56%
First thing in the morning
55%
Last thing before I go to bed
50%
After work/in the evening
40%
Last thing before I go to bed
Age 18-29
Age 30-39
(Sensis Social Media Report, 2015)
POPULAR MEDIA IN AUSTRALIA
YouTube
Wordpress.com
Tumblr
1
2
3
4
5
6 (Close, 2015)
BUDGET ALLOCATION
Facebook 30%
YouTube 20% Twitter 20%
eDM 10%
Mobile app (game) 20%
Facebook: ≤$90,000
YouTube: ≤$60,000
Twitter: ≤$60,000
eDM: $6440
Mobile app: ≤$60,000
Total: $216,440
Location: Australia
Potential audience size:
350,000 people
Maximum $989/per day
(91 days)
Estimated daily reach:
36,000-94,000 people
Potential audience size: 119,000-178,000 people
Maximum $659/per day (91
days)
Estimated daily reach: 17,000-26,000 people
Estimated daily impressions:
22,000-33,000 people
Estimated daily engagements: 591-887
YouTube
Maximum
$659/per day
(91 days)
$100=2,000 views
Estimated reach 12,000+ views per day
eDM
Send 300,000 emails per months
1 cent/per email
Monthly access fees: $220 (91 days)
Estimated cost: $6,440
CONTINGENCY PLAN
• Use traditional media advertising campaign
• Print ad: Newspapers
Newspapers is the most effective ways to reach the target audience
• Radio
Radio commercial can be effective as television commercial
Radio signal can reach in the large area
Significants ratings of popular radio channels
• Outdoor Advertising
Also called as Out-of-home (OOH)
Outdoor advertising can be use on billboard, buses, transit and taxi
Outdoor advertising can use the visual element to build up the awareness
Advertise-YouTube. (2016). Retrieved form:
https://www.youtube.com/yt/advertise/index.html
Close L. (2015). 10 Most Visited Social Media Sites In Australia In 2014. Retrieved
from: http://www.businessreviewaustralia.com/top10/1478/10-Most-Visited-Social-
Media-Sites-In-Australia-In-2014
Facebook for business. (2016). Retrieved from: https://www.facebook.com/business
Hilltop-Mail. (2016). Hilltop-Mail Email Marketing Pricing. Retrieved from:
http://www.hilltop-mail.com/email_marketing_Pricing.php
Sensis Social Media Report May 2015. (2015). How Australian people and business
are using social media. Retrieved from:
https://www.sensis.com.au/assets/PDFdirectory/Sensis_Social_Media_Report_2015.p
df
Twitter Ads. (2016). Retrieved from:
https://ads.twitter.com/accounts/18ce54bqguh/campaigns/new
Reference List
Amadeus. (2012). Ancillary services and the travel agent: The opportunities
ahead. Retrieved from
http://www.amadeus.com/web/binaries/blobs/535/778/Ancillary_services_
and_the_travel_agent_the_opportunities_ahead.pdf
Australian Bureau of Statistics. (2010). Australian Social trends September
2010: Holidaying abroad. Retrieved from Australian Bureau of Statistics
website
http://www.ausstats.abs.gov.au/ausstats/subscriber.nsf/LookupAttach/410
2.0Publication29.09.103/$File/41020_Holidaying.pdf
Australian Post. (2016). Travel trends: how Australians travel. Retrieved from
http://auspost.com.au/how-australians-travel.html
Kattiyapornpong, U. (2009). Profiling generation Y: Where do they travel?.
Australian and New Zealand Marketing Academy Conference, 1-7. Retrieved
from
http://ro.uow.edu.au/cgi/viewcontent.cgi?article=3137&context=commpap
ers
Reference List
O’Connell, J. F., & Williams, G. (2005). Passengers’ perceptions of low cost airlines
and full service carriers: A case study involving ryanair, aer lingus, air asia and
malaysia airlines. Journal of Air Transport Management, 11(4), 259-272.
doi:10.1016/j.jairtraman.2005.01.007
Tourism Research Australia. (2016). Australians travelling overseas: Outbound
tourism statistics [Data file]. Retrieved from Tourism Research Australia,
http://www.tra.gov.au/research/Australians-travelling-overseas.html
Wittmer, A., & Rowley, E. (2014). Customer value of purchasable supplementary
services: The case of a european full network carrier's economy class. Journal of Air
Transport Management, 34, 17-23. doi:10.1016/j.jairtraman.2013.07.002
Wotif. (2015). Wotif reveals Australians’ 2016 travel plans. Retrieved from
http://www.wotif.com/vc/media/travel-trends/wotif-reveals-australians-2016-travel-
plans-279
Zoiti, J. (2015, November 27). Top Aussie travel trends for 2016. Traveltalk.
Retrieved from http://www.traveltalkmag.com.au/smart-business/top-aussie-travel-
trends-for- 2016
Reference List
Cooper, C. (2016). What are eDMs and Email Marketing Campaigns? Retrieved
from: https://www.digitalthing.com.au/what-are-edms-and-email-marketing-
campaigns/
Kammerer, M. (2014). The Social Media Advertising Beginner’s Guide for Twitter,
Facebook and LinkedIn. Retrieved from: https://blog.bufferapp.com/social-media-
advertising-twitter-facebook-linkedin
Tompros, K. (2012). How to Create the Best YouTube Advertising Strategy.
Retrieved from: https://searchenginewatch.com/sew/how-to/2183898/create-
youtube-advertising- strategy
Braun, S. (2011). Gen Y: Rules of Engagment.
http://www.jewellermagazine.com/Article.aspx?id=1615
Reference List
http://bdrc-continental.com/wp-content/uploads/2015/03/Holiday-Trends-2015-F1.pdf
https://news.booking.com/uk-travellers-choose-to-holi-diy-as-interest-in-traditional-
package-holidays-fades
http://www.airasia.com/au/en/about-us/airasia-mission-vision-values.page
https://innovationfeeder.files.wordpress.com/2007/08/gen-y-individuality.pdf
http://www.theatlantic.com/international/archive/2014/06/how-millennials-are-
changing-international-travel/373007/
Reference List
