EMG4009 Aviation Marketing PR1: Group Presentation | Buckinghamshire

EMG4009 Assignment task 

Working in your assigned group, you are required to define the marketing approach of a new airline, based on information in this brief and additional details that will be provided by the tutor throughout the module. The final deliverable should take the form of a PowerPoint presentation. 

For the purpose of this task, you should imagine to have been hired as an airline marketing expert by an entrepreneur wanting to launch a new commercial airline. He provides you with a short brief, leaving you to define everything else. The brief gives you the following information about the new airline: 

• Business model: LCC/ULCC 
• Location: Based in one of the 27 EU countries (to be able to fly all over Europe without limitations) 
• Network model: Point-to-point, short-haul 
• Fleet: 10 B737s 
• Business goal: become the airline of choice for the younger generations (Millennials and 
  Generation Z) of Europeans, thanks to a fresh approach, an innovative product, and attractive prices, targeting both leisure and business travellers.

With your team, you will have to define: 

• Brand: an original and effective name, tagline, logo that defines the identity of the airline and carries a unique proposition, in line with the brief. This is the most creative part of the task. Your choice will be assessed on the basis of its potential, originality, and the thought process behind it. In your 2presentation you are required to describe the rationale behind your choice and articulate clearly the perceptions you intend to generate on your customers.
• Product: the main product (routes) with its key components both in-flight (classes, cabin, in-flight services, ancillary products...) and on the ground, including elements such as apps and websites. You don't have to go in too much details on the network, you are not expected to carry a full network analysis, but it's important that you take a holistic approach to product design and explain how you imagine the overall product proposition and key processes.
• Price: a pricing model that supports the airline's profitability, is coherent with the brand proposition and takes into account different consumer behaviour and preferences, using appropriate market segmentation techniques.
• Place: your proposed distribution strategy, which might include direct channels, indirect channels or a combination of the two. Here you are expected to show an understanding of the travel distribution landscape. You are encouraged to propose innovative solutions, but those should be realistic and feasible.
• Promotion: this is your communication plan: key messages, language/style used, advertising strategy, media used, social media approach, use of tools such as sponsorships or product placement, Public Relations and more. Be specific where possible, including examples of the type of communication/advertising you would like to run.
• People, Process, Physical Environment (optional): In this section you can include consideration on the elements of the extended Marketing Mix and your approach on customer service if you consider this to be a key part of your marketing proposition. 

In the presentation your ideas should be presented in a clear and detailed way, explaining the rationale behind your choices, pointing out to evidence supporting your choices, including relevant marketing theories and real-life examples from other companies that could come from any industry, not just airlines. Your proposed approach should reflect a solid understanding of the key marketing concepts discussed in the module and the complexity of marketing the airline product in a post-pandemic world.

You are encouraged to use your creativity and imagination to define your choices, being as bold as original as you can, while ensuring that your proposals are realistic and in line with the brief. 

The final deliverable will take the form of a PowerPoint document that you will be required to present. The presentation should last between 15-20 minutes. Recommended size: 10-20 slides.