The paper "Integrated Marketing Communication Plan at Virgin Blue" is a great example of a case study on marketing. The low price strategy employed by Virgin Blue aims at making fares cheaper compared to traditional airlines and thus contributing to an increase in demand and also encouraging consumers to switch from their preferred carrier to Virgin Blue carrier (Belch et al. , 2011). Reduction of the price of a product and service may even double the sales of that given service and product and this can translate in the profitability of an organization (Pickton, 2005).
The low price strategy is aimed at lowering average seat-mile costs and also the increased demand for the lower fares means more consumers to fill the flights and through this approach, the pay for use model maintains profitability (Kitchen, 1999). Moreover, utilization of pay for use model means that Virgin Blue offers attractive service to consumers, services that are easier to manage, and elimination of complicated pricing strategies that may become a restriction on travel (Belch et al. , 2011). In addition, consumers are usually sensitive to time and a prince and such an approach taken by Virgin Blue has better chances of increasing market share compared to other pricing strategies (Egan, 2007).
The economic environment of an organization determines how consumers can utilize a product or a service and thus pricing guides consumer’ s behavior (Lloyd, 1999). In addition, consumers sometimes are flexible especially when they are covering a shorter distance and they may request exclusion of some services such as food meaning the entire cost of travel will be dramatically lower compared to if they had utilized traditional carriers (Kitchen, 1999).
At the end of the day, Virgin Blue would increase market share provided it supplements with services such as innovation, safety, and quality. Question 2: Consistency in marketing communications It is easier to formulate a marketing plan that has a clear marketing mix but its implementation determines the success of the marketing strategy (Yeshin, 1998). Effectiveness and efficiency are important when translating the marketing plan into actual influence on the consumers. An important aspect of implementing the marketing plan is consistency. It is important to show that what is been advertised looks, sounds and feels the same way (Kitchen, 1999).
The aim of a marketing plan is to sell the brand and ensure targeted audiences and segments understand what is offered and the benefits of what is offered (Lloyd, 1999). Moreover, the marketing plan should try to create a perception that the service or product offered is better compared to competitors’ products or services (Egan, 2007). Consistency is directly associated with benefits brought by repetition since it is a crucial element in marketing strategies.