Potential Customer Identification Research

• Marco Lancellotti• Ilaria Battistella• Carolina Mardegan

ABOUT THE COMPANY

• Founded in 2011 • Headquarter in Barcelona• 55 destinations all around

Europe• 11 boeing 717 (seats: 125)• First italian flight: 5 april

2012• Two italian hubs: Venice and

Palermo• Two european hubs:

Bordeaux and Nantes• Italian destinations: 19

WEAK BRAND RECOGNITION

As we are a young company which recently entered the italian market

we have a low visibility and our brand is not known in the country

yet.

PROBLEM AND OBJECTIVES

PROBLEM OBJECTIVES

IDENTIFY POTENTIAL CUSTOMER SEGMENTS BASED ON DESTINATION

AND SCHEDULES PREFERENCESSince Volotea’s main goal is

increasing visibility and brand recognition to attract other

customers, the company is planning to launch a huge advertising

campaign in the future. In order to do it they need us to find the right

target through our marketing research.

Variables requestedIn order to find the right target we identified 3 main fields of variables which we

consider determinant for the further analysis:

TARGET CUSTOMER

TYPE OF FLYERS

SCHEDULE PREFERENCES

DESTINATION PREFERENCES

SCHEDULE PREFERENCES

DESTINATION PREFERENCES

TYPE OF FLYERS

SURVEY (1)TYPE OF FLYERS AND SCHEDULES

TYPE OF FLYERS:• These 4 questions aim to find out

wether the interviewed is a Leisure or a Business flyer and also if he usually flies Economy or Regular.

SCHEDULE PREFERENCES:• These questions are thought to

discover which time the interviewed use to fly and which would be their

favourite time to leave.

WE USED LIKERT SCALE FOR BOTH

SURVEY (2)DESTINATION PREFERENCES

AND PERSONAL INFORMATION

DESTINATION PREFERENCES:• The purpose of these questions is to

find out which destinations show more demand by the customers.

PERSONAL INFORMATION:• These question have been designed

thinking on some personal information that could prove to be

useful. We are not planning to use all of them for our segmentation. They

are the only type of questions in which we use the nominal criterium.

DESTINATION PREFERENCES:There is no big difference between preferred and most common destinations used by respondents in reality: The PATTERNS ARE THE SAME

So, we decided to focus on the difference between preferences expressed by southern and northern people. As you will see, there is a big gap in some destinations, so we decided to apply Anova analysis (and consequentely T-Tests) and we found out that South and north groups have statistically significant differences, as shown by these results!

DESTINATIONS

DESTINATIONS

Alghero

Ancona

Bari

Brindisi

Caglia

ri

Catania

Crotone

Firen

ze

Genova

Lamezi

a term

e

Lamped

usaNap

oliOlbia

Palerm

o

Pantel

leria

Reggio

di Cala

bria

Triest

e

Venezi

a

Verona

0.01.02.03.04.05.06.0

MOST COMMON and PREFERRED DESTINATIONS SOUTH OF ITALY

MOST COMMON USED PREFERRED

Alghero

Ancona

Bari

Brindisi

Caglia

ri

Catania

Crotone

Firen

ze

Genova

Lamezi

a term

e

Lamped

usaNap

oliOlbia

Palerm

o

Pantel

leria

Reggio

di Cala

bria

Triest

e

Venezi

a

Verona

0.01.02.03.04.05.0

MOST COMMON and PREFERRED DESTINATIONS NORTH OF ITALY

MOST USED PREFERRED

DESTINATIONSCATANIA

CoeficientesError típico Estadístico t Probabilidad Inferior 95% Superior 95%Intercepción 9,027778 1,121173 8,052082937 3,41026E-09 6,744023162 11,31153SOUTH/NORTH -3,63889 0,721947 -5,040384204 1,76705E-05 -5,109446253 -2,16833LAMEZIA

CoeficientesError típico Estadístico t Probabilidad Inferior 95% Superior 95%Intercepción 4,881944 1,079821 4,521066848 7,94628E-05 2,68242036 7,081469SOUTH/NORTH -1,65972 0,69532 -2,386992047 0,023066584 -3,076041786 -0,2434

VERONACoeficientesError típico Estadístico t Probabilidad Inferior 95% Superior 95%

Intercepción -0,11111 0,964003 -0,115260135 0,908959172 -2,074720874 1,852499SOUTH/NORTH 1,555556 0,620742 2,505962851 0,017490637 0,291146158 2,819965

CATANIA CoeficientesError típico Estadístico t Probabilidad Inferior 95% Superior 95%

Intercepción 9,027778 1,121173 8,052082937 3,41026E-09 6,744023162 11,31153SOUTH/NORTH -3,63889 0,721947 -5,040384204 1,76705E-05 -5,109446253 -2,16833LAMEZIA

CoeficientesError típico Estadístico t Probabilidad Inferior 95% Superior 95%Intercepción 4,881944 1,079821 4,521066848 7,94628E-05 2,68242036 7,081469SOUTH/NORTH -1,65972 0,69532 -2,386992047 0,023066584 -3,076041786 -0,2434

VERONACoeficientesError típico Estadístico t Probabilidad Inferior 95% Superior 95%

Intercepción -0,11111 0,964003 -0,115260135 0,908959172 -2,074720874 1,852499SOUTH/NORTH 1,555556 0,620742 2,505962851 0,017490637 0,291146158 2,819965

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 190.0

1.0

2.0

3.0

4.0

5.0

6.0

MOST COMMON DESTINATIONS

TOTAL NORD SOUTH

TIME SCHEDULETYPE OF FLYERS AND SCHEDULES

As regards Time schedules, we segmented our respondants into business and leisure flyers according to the responses they gave in the likert scale to the questions: «How often do

you fly for Leisure?» and «How often do you fly for business?».

Then, we tried to verify wether there was any difference between the two types of flyers

From 05:00 to

09:00

From 09:00 to

11:00

From 11:00 to

14:00

From 14:00 to

17:00

From 17:00 to

19:00

From 19:00 to

21:00

From 21:00 to

00:00

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

PREFERRED TIME SCHEDULE

LEISUREBUSINESSTOTAL

From 05:00 to

09:00

From 09:00 to

11:00

From 11:00 to

14:00

From 14:00 to

17:00

From 17:00 to

19:00

From 19:00 to

21:00

From 21:00 to

00:00

0.0

1.0

2.0

3.0

4.0

5.0

6.0

MOST USED TIME SCHEDULE

LEISUREBUSINESSTOTAL

TIME SCHEDULETYPE OF FLYERS AND SCHEDULES

As you can see, the difference between the segments is not significant from a statistical point of view in the case of real departures as

shown by the results of anova.

In the case of preferrences we have a significant differnece, which has been located

through indipendent T-Tests in the periods between the 11:00 and 14:00 and from 17:00

and 19:00 .

WILLINGNESS TO FLY WITH US

0 1 2 3 4 5 6 70

1

2

3

4

5

6

7

RELATIONSHIP BETWEEN LOW COST FLY FREQUENCY AND WILLINGNESS

TO FLY WITH US

FLY WITH USLinear (FLY WITH US)

LOW COST FREQUENCY

WILL

INGN

ESS

TO F

LY W

ITH

US

LOW COST FLYERS

In this chart we can clearly see that there is a strong relation between the usage of low cost flights and the willingness to fly with Volotea. In fact most of the people who crossed as a

preference the numbers between 5 and 7 also express a higher preference on the question :

«Would you fly with us?»

WILLINGNESS TO FLY WITH US

Not sureProbably notMaybeProbably yesWhy not?For sure!

33%

15% 9%

3%3%

37%

IMPORTANCE TO SERVICES

Estadísticas de la regresiónCoeficiente de correlación múltiple 0,704542264Coeficiente de determinación R^2 0,496379802R^2 ajustado 0,360789748Error típico 1,186003532Observaciones 34

ANÁLISIS DE VARIANZAGrados de libertad Suma de cuadrados Promedio de los cuadrados F Valor crítico de F

Regresión 7 36,04593324 5,149419034 3,66088654 0,007005081Residuos 26 36,57171382 1,406604378Total 33 72,61764706

Coeficientes Error típico Estadístico t Probabilidad Inferior 95%Intercepción -5,432738745 4,273419539 -1,271286073 0,214882807 -14,21687841ONE HAND BAG 0,416394404 0,14651401 2,842010841 0,008606066 0,115230544ANCILLARY 0,05147881 0,097520323 0,527877761 0,602060755 -0,148977085ONLINE CHECK IN 0,041601058 0,111640632 0,372633664 0,712441586 -0,187879549CHOSE SEAT 0,080164815 0,134178149 0,597450593 0,555374769 -0,195642321AIRPORT CLOSE 0,100545144 0,15351663 0,65494627 0,518255279 -0,215012808 PITCH -0,009093259 0,126204942 -0,072051525 0,94311231 -0,268511233PRICE 1,064002087 0,632988794 1,680917732 0,104755225 -0,237125012

Services sorted by importance

In order to provide additional and valuable information to our firm, we also included in the questionnaire, a section dedicated to the importance that potential customers give to our different services. In this way, we were able to discover which services are considered more important, so they can be stressed during the advertisement.The result were the following:

1. ONE HAND BAG2. PRICE3. CLOSENESS TO CITY CENTER4. POSSIBILITY OF CHOSING THE SEAT5. ANCILLARY SERVICES ON BOARD6. ONLINE CHECK-IN7. PITCH OF SEATS

CONCLUSION

OUR OBJECTIVES OUR SOLUTIONS

First of all, make different campaigns for South and North of Italy, as the provenience has demonstrated to be significant.

Increasing and consequentely advertise the number of flights in the Time schedules between 11 and 19 , as they are the preferred ones by the flyers.

Moving and advertising our HUB from Palermo to Catania, since the demand seems to be extremely high

• TO FIND OUT TRENDS AND PREFERENCES OF FLYERS

• IDENTIFY THE PERFECT TARGET FOR OUR

ADVERTISEMENT CAMPAIGN.

• TO PROVIDE SOME ADDITIONAL CLUES AND ADVICE TO THE COMPANY BY

ANALYSING THE RESPONSES OF OUR POTENTIAL CUSTOMERS

According to the results collected through the research, our suggestions to the GM, as a Marketing Research Department, are the

followings:

THANK YOU!