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Marketing Principles of Virgin Atlantic - Assignment Example
Pages 13 (3263 words)
From this research it is clear that Virgin Atlantic has pulled a number of marketing stunts and has engaged in marketing strategies that left other companies perplexed. The success of the marketing strategies adopted by Virgin Atlantic is reflected on the Company’s financial documents. …
Center of discussion in this paper is Virgin Atlantic, one of UK’s most popular airlines, partially owned by Richard Branson (51%) and Singapore Airlines (49%) as a classic example of exemplary marketing strategies. The primary goal of the airline was to provide travelers with low cost travel opportunities with the highest quality. Subsequently their operations expanded to Miami, Boston, Orlando, Tokyo and Los Angeles. The Company’s uses all sorts of marketing techniques to promote its products which are mainly airline tickets and holiday packages. It uses print media, TV advertisements, posters and taxi sides to promote its logo and offers. The Company also offers a frequent flyer program that encourages loyalty in its existing customers, where customers are rewarded with free miles and “special services” such as access to lounges, dedicated phone and the like. The paper investigates the Company’s marketing process using the SOSTAC model. On an international level, Virgin Atlantic primarily focuses on building its brand and exemplifying its status as a “luxurious” and “trendy” company. It is impossible to cater a marketing strategy to the whole world, hence a tactful strategy would be to portray a general picture that has no cultural significance, and one that is based on a universal belief or feeling. International marketing requires a large amount of financial resources, before entering into a country’s market, companies have to know the laws and regulations of that country, they have to know about the culture, consumers tastes and their preferences.
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