MARKETING PLAN

BY : ANGELA ROMERO

By Sir. Richard Branson

Brand extension marketing strategy:

• Using the same brand name in a different product market

Can anybody name some of its brand extensions?

VIRGIN BRAND

HISTORY: VIRGIN AMERICA• Started August, 2007 routes to

• By 2012, Virgin America has travel destinations to 13 cities– Seattle, Portland, and Dallas.

WHY• Because its target market flies for business purposes &

these cities are business hubs

TARGET MARKET

• Gen X / Gen Y • Young Professionals • Tech-savvy • Business Travelers• Silicon Valley Entrepreneurs

CREATIVE CLASS

PRODUCT: AIR TRAVEL Entertainment & productivity

Low cost

Quality service

WHY?

• Tech savvy--High tech offering

• Travel for work– work on the flight

• Fly frequently want great service

PRICE

Price Discrimination

Comparable to Southwest: Low cost

Main Cabin Main Cabin Select First Class

DISTRIBUTION

30%

Online Travel Agencies

70%

Company Website

DISCOUNT WEBSITES

WHY?• The “creative class” shops on the web

• Not brick-and-mortar travel agencies

• High fixed cost and low variable cost

• Rather have more passengers in the flight at a discounted rate than losing that revenue.

PROMOTION: SOCIAL MEDIA

• Sales promotions• Brand awareness• Service– Rebooking

?

GOALS

MULTIMEDIA CAMPAIGN: “BREATH OF FRESH AIRLINE”

Out of Home

Online

Print

WHY?

• Best place to reach them is online

• Or, in places where commuters frequent, like train stations or transited streets

• Tech savvy• Work

CONCLUSION• Virgin America is a high-tech airline that targets business

travelers

• Derives reputation from its parent brand, Virgin

• Delivers on low-cost promise, but offers extra amenities

• Performing well because it keep expanding its routes

Any questions?Thank You.