The paper "Integrated Marketing Communication - Virgin Blue " is an outstanding example of a marketing case study. Belch et al (2011) maintain that, through its low price strategy, pay for use model as well as flexible service; it is quite evident that Virgin Blue continues to attract a larger share of the price and time-sensitive traveler. The pay for use model was an important aspect in which the company intended to differentiate itself from other low cost carriers such as Qantas thus attracting sensitive traveler. Attracting a larger share of price as well as a time-sensitive traveler can be supported by the ability of the company to expand its market share from 16% in 2002 to 32% by late 2009.
Through its low-cost price strategy, Virgin Blue has been able to improve on its market position through incorporating high-quality service which attracts customers. Being the second-largest airline across Australia, it is further evidence that Virgin Blue continues to attract a large share of the price as well as time-sensitive travelers. By way of understanding its market environment, Virgin blue has increased its market share through launching more brands such as V Australia and Pacific Blue thus attracting a larger pool of customers.
Flexibility in its services can be explained in terms of alliance which the company have formed by Air New Zealand has enabled the airline to attract more customers. In addition to this, through its multiple brands that are extended to other continents have increased sale within Virgin Blue. Flexibility in its multiple brands which have been of quality has enabled the airline to attract critical elements in travel decision that are considered important to the company customers.
The decision made in 2005 by Virgin Blue to provide services that are of high quality so as to extend its market share has been of help to the airline especially in retaining its market share as well as attracting more customers. Being in a good position to offer low-cost services as well as being flexible have not only assisted Virgin in attracting a larger share of the price and time-sensitive traveler but also building the company reputation where it was has been named as the Best Low-Cost Airline both in Australia and pacific (Belch et al 2011). Consistency and marketing communication Kitchen (1999, P. 39) asserts that it is quite evident that Virgin Blue has largely maintained consistency in its marketing communications.
This can be identified by its greatest attempt to increase market share by launching more brands such as V Australia in 2008 and pacific blue in 2004. Marketing consistency is a very important tool for communication. Consistencies in communication enable an individual to develop a good corporate identity that is largely designed to assists the public with main focus on customers remembers your business.
Consistency in Virgin Blue helps its customers become organizational clients. For Virgin Blue, integrated marketing should be an objective for each and every small business but it greatly requires a consistent presentation to customers (Lloyd, 1999, P. 74). Donald (2007, P. 9) suggest that consistency within Virgin Blue is greatly manifested in several ways such as service quality, support availability, websites, marketing literature, customer relations and follows up. Based on service quality, the airline is engaged in creating an alliance with other airlines thus extending their services to other continents.
The company has largely improved its position in the premium travel market with its new high-quality services. The company maintains its customer relations through it numerous strategies such as moving forward in which the company have been involved in positioning itself in the market as a value-based carrier which is identified through the provision of superior value such as quality, mutual respect and the highest commitment to flight customers. Consistency in Virgin Blue is defined through its operations and its well-established marketing campaigns giving the airline a strong advantage thus enabling the business to grow.
Consistency encourages momentum to build on performance thus assist the company to develop a good reputation among its clients (Svensson, 2002, P. 574).
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