Download - Delta Final basic economy
Basic Economy ClassJosh Doiron Veronica Garcia Nicole Kuester Silvia Linares Joanna Zaki
Delta Airlines Overview- Little aerial crop dusting operation called Huff Daland Dusters in 1924
- First established in Atlanta, Georgia in 1967
- 334 Destinations; over 60 countries
- Grew into world’s largest global airlines
- More than 180 million travelers each year
- Reputation for excellent service
- Ranked one of the top Airlines by Forbes-2013
- SkyTeam global alliance
Basic Economy
- Wi-fi
- Free video entertainment
- Complimentary snacks & non-alc.
- Service
- Assigned seating after check-in
- No changes or refunds (after 24 hr
cancellation period)
- No paid upgrades
5-Forces
Environment
Political- Must adhere to FAA rules
Economic- Changing generations and fuel prices
Social and cultural- 9/11 and other events
Technology- New technology and expectations
SWOTStrengths
● Strong market position● Diversified geographical
presence & wide global presence
● Modern aircrafts● Great Reputation
Weaknesses● High labor expenses● Capital expenses &
worldwide operating expenses
● High debt
Competitive Market:● Low switching costs● Very competitive industry● Frequent Flyer Program
SWOTOpportunities
● Fuel Efficiency● Improving Technology● Global Industry● Benefits such as
complimentary upgrades or preferential customer service
● Improve Skymiles Rewards
Threats● Increases in Fuel Costs● Terrorism● Government Regulations● Weather● Bad press● Low rated points and
miles (basing miles earned on ticket price rather than distance)
Analysis of Competitors
Various competitors in air travel industry
Direct: American Airlines
Indirect: Southwest Airlines
Final analysis of Spirit Airlines, & other
discount airlines: No competition
Direct Competition: American Airlines
American Airlines’ = “No benefit” service
-Rolling out in the second half of 2016
-Targeting “price sensitive” customers
-Competing with Spirit and Frontier
-Threat to Delta if prices are
comparable to discount airlines
Indirect Competition: Southwest AirlinesNo similar service to Basic Economy
However, very similar in price (sometimes even lower)
Target middle class, price sensitive flyers
Market Segmentation Criteria● Travel Purpose
● Travel Frequency
● Price Sensitivity
● Age
● Use of Loyalty Programs
● Urgency of flight need
Market Segments● Frequent Leisure Travelers
● Loyalty Customers
● Urgent Travelers
● Budget Conscious
● Business Travelers
Market SegmentationDemographic
● Employed
● Working to middle class people (64% of the US)
● Trade skill and/or some higher education
Psychographic
● Price sensitive but seek quality
● Last minute planners / impulse decision makers
● Relaxed with vacation pursuits
● Hectic and in need of a value and reliability
Life Stages
● Early adults (20-35), midlife (35-50), mature adults (50-80)
Geography
● Select Delta hubs - Atlanta, Detroit, Minneapolis and Salt Lake City
Behavioristic variables
● Search for value, comfort, entertainment and reliability
● Loyal customers who tend to fly shorter domestic trips.
Product Positioning ● One free bag
● Non-alcoholic drinks and snacks
● In-flight entertainment
● loyalty program
● Trusted brand
● On time flights
● Parties of one or two / small groups
● Short distances of six hours or less
● Not interested in upgrades
● Confident purchase
Value, Reliability, Comfort and Amenities - Integrated Strategy
Positioning Statement For leisure and business travelers, Delta Airlines’ Basic Economy strives to
be the most valuable option that offers comfortable transportation at an
affordable price, because of its excellent customer service and high quality
aircraft.
Marketing Objectives
Increasing Market Share- By offering lower fares in order to compete with
low cost airlines such as American Airlines & Southwest.
Use promotional tools to build awareness of the:- Overall value of Basic Economy- Reliability & Reputation of Delta
Airlines- Comfort & Amenities that come with it
Product/Pricing Strategy
● Skymiles & Medallion Loyalty Members○ Can now choose seats after check-in
● No changes to price○ Price remains competitive in market
○ Price comparison with American Airlines
IMC FLOW CHART
Marketing Strategy
Print Media- Travel Agent Magazine- AARP- The National Geographic- Time Inc.- USA Today- WJS- NY Times
Message: “The most valuable way to fly in the world’s most trusted airline”
Digital- FB, Twitter, Instagram,
Snapchat- Website/Mobile App
- TV- Radio- Outdoor/Mall Posters
Delta Basic Economy
Marketing Strategy
Public Relations- Survey public on attitude & awareness (before and after trial)
- Send press release of market expansion in summer
- Work with press (positive WOM)
- Monitor social media content
- Clippings, keyword search to monitor any mentions
Control Advertising
1. Print Media → Unique URL
2. Social media → Impressions, likes, shares, and mentions (engagement)
3. Website → Google Analytics for website traffic
4. 3rd party websites → Redirect to Delta website, track using Google Analytics
5. Television → “Visit www.delta.com/BasicEconomy to learn more about how
you can fly for less”
6. Radio → Similar to TV, provide specific URL
7. Outdoor → Unique URL, geographic data using IP address
Control
Public Relations → Google Adwords Keyword Tracking and mentions
Personal Selling → Customer service scores
Travel Agents → Awareness surveys, educate about service
RecommendationBasic Economy has proven successful in its first quarter on the market. We recommend that Delta continue to offer it, while implementing our marketing strategies to increase sales and create more lifelong Delta customers.
Thank You!