AMB320 ADVERTISING MANAGEMENT GROUP TWO Jina Kim N8421901 Qiqi - - PowerPoint PPT Presentation

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AMB320 ADVERTISING MANAGEMENT GROUP TWO Jina Kim N8421901 Qiqi - - PowerPoint PPT Presentation

Aug 01, 2023 356 likes •732 views

AMB320 ADVERTISING MANAGEMENT GROUP TWO Jina Kim N8421901 Qiqi Xie N8946396 Jamie Venema N8308012 Jenny Chan N8738254 Luke Bright N8614962 OVERVIEW AND BACKGROUND AirAsia's current brand positioning focuses on portraying itself as

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AMB320 ADVERTISING MANAGEMENT GROUP TWO

Qiqi Xie Jenny Chan N8946396 N8738254 Jina Kim Jamie Venema Luke Bright N8421901 N8308012 N8614962

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  • 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

  • ffered 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

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  • 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

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  • 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

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  • 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)

Domest ic trips 35% Interna tional trips 33% bookin g travel packag e 15% short interna tional travel 11% not travelli ng 6%

Australian 2016 Travel Trend

TARGET ANALYSIS

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[CATEGORY NAME] [PERCENTAGE]

Visiting friends and relatives, business and other 42%

Purpose of Travel

Pacifi c Europ e MIDD LE EAST AND NORT H AFRIC A Asia Ameri ca South and

  • ther

Africa 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

Number of Austrailan

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)

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Media usage in Australia Medium used to book a short trip Long Trip Booking Channel

(Kattiyapornpong, 2009)

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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 )

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 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

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 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

  • lds (booking.com, 2014)
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 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)

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BIG IDEA

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 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"

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 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.

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CREATIVE CONCEPT

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MEDIA PLAN

Pulsing media schedule to the young generation is

  • verexposed would be too much for advertising

(Braun, 2011)

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  • 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

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Facebook

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Twitter

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If pre book extras

  • ver $45, you can

get discounts of booking hotel AirAsiaGo.com

Email

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YouTube Ads

XXX airline AirAsia airline

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Mobile apps

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IMPLEMENTAION

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Facebook Twitter YouTube eDM Mobile app

Campaign will cover winter season (June-August) 2 months 91 days

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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)

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POPULAR MEDIA IN AUSTRALIA

Facebook YouTube Wordpress.com Tumblr LinkedIn Twitter 1 2 3 4 5 6

(Close, 2015)

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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

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Facebook Location: Australia Potential audience size: 350,000 people Maximum $989/per day (91 days) Estimated daily reach: 36,000-94,000 people

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Twitter 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

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YouTube Maximum $659/per day (91 days) $100=2,000 views Estimated reach 12,000+ views per day

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eDM

Send 300,000 emails per months 1 cent/per email Monthly access fees: $220 (91 days) Estimated cost: $6,440

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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

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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

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  • 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

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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

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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

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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