DRAFTFCB

SOUTHWEST AIRLINES

The Frugal Flyer

The middle class frequent recreational traveler

25 to 45 years of age

With or without children

“Southwest Fits YOU!”

To the Frugal Flyer, Southwest is the airline that

fulfills all your needs and wants.

Product Differences

“Simplicity at its Best”

To the Frugal Flyer, Southwest is the airline where the choice is yours.

Product Benefits

“A Friend to You & Your Wallet”

To the Frugal Flyer, Southwest is where

the price is right for you.

Price/Quality

“An Affordable Connection”

To the Frugal Flyer, Southwest bridges the gap

between family, friends and fun!

Product User

“The Freeway to the Continental U.S.”

To the Frugal Flyer, Southwest is the gateway

to all major U.S. destinations.

Product Usage

“The Competition Stops Here”

To the Frugal Flyer,

Southwest is the hassle-free airline.

If life changes,

we will change with you!

Against Competitor

“Check two on us!”

To the Frugal Flyer,Southwest is the airline

where your baggage can fly free.

Against Product Category

“We Are”

To the Frugal Flyer,Southwest is the affordableand friendly way to fly.

By Association

“The One Stop Shop”

To the Frugal Flyer,Southwest prides itself on being

your personal travel agent.

By Problem

“Southwest Fits YOU!”

Larger seating Affordable prices Pet Friendly Early-bird check in One-stop shop Southwest Airlines credit card = free

round-trip ticket Charitable donations If life changes, we’ll change with you

Kallie Beck, Emily White, Corey Travis, Ally Wilson

Thank You