A-VISION ASSOCIATION REPORT

CONTENT

INTRODUCTION....................................................................................1

BRANDING................................................................................................3

ABOUT AVA...............................................................................................5

IMPORTANT FINDING..........................................................................9

POTENTIAL CLIENTS Regular Member......................................................................................15 Premier Member......................................................................................16 GoldPlus Member...................................................................................17 Green-Vision Award................................................................................18

AVA & COMPETITOR SWOT..............................................................20

WHAT CAN MAKE AVA FAIL?.............................................................22

MARKETING MIX Product.....................................................................................................25 Price.........................................................................................................31 Place........................................................................................................33 Promotion...............................................................................................35

FINANCIAL PLAN Year 1........................................................................................................41 Year 2........................................................................................................43

CONCLUSION..........................................................................................46

APPENDIX. 1............................................................................................47

BIBLIOGRAPHY.....................................................................................50

1

INTRODUCTION

Airport Retail is a field filled with a lot of poten-tial. In fact, a third of all passengers admit to

making impulse purchases in the airport (2013). The customers buying behaviour is also becoming much more complex than ever before as the digital gener-ation evokes people do more shopping and to gain the information from a lot of different channels. As a result, standing in customers’ shoes is a big task for retailers and marketers nowadays. “Airports are international businesses and so are the first businesses to benefit from an upturn in eco-nomic activity around the world”(Airport Retailing, 2013). On the other hand, recessions influence the consuming behaviour of tourists and countries in re-cession can attract more tourism from other coun-tries and stimulate shoppers’ demand to purchase products. This means understanding how the global economy develops is important for helping firms ac-cess the international market.

A-Vision Association is the best platform for brands who want to enter Heathrow Airport market. This is because it will help to analyze passengers’ preferenc-es along with co-operating with airlines and technol-ogy providers. By doing this, AVA will attract people from all over the world to purchase products by cre-ating innovative marketing strategies that will bring customers a whole new interactive experience.

This report will state in detail A-Vision Association’s plans to help companies be successful in the interna-tional marketplace. This strategy includes market re-search, creating partnerships, market segmentation, visual and digital communication and innovative marketing strategies.

BRANDING

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NAMEThe brand is called A-Vision Association. The “A” means Airport-based and “A-Vi-sion” symbolises the positive future for businesses based at the airport. A-Vision also sounds like “Aviation”, which symbolises the brand will be involved with air passengers. LOGO

The logo is the combination of an A, a V and an up-side-down A. This represents a professional and reliable brand image.

BRAND IMAGEA-Vision Association has a very focused brand image. AVA targets the middle to high-end priced, quality, in-dependent sunglasses brands. To be segmented from the ex-isted retail brand, “Sunglasses Hut”, AVA will not only focus on the classic style but also on the unique and remarkable styles that will fit within the same quality and price range.

AVA also aims to be includ-ed in the travellers’ shopping, flying and travelling expe-riences in an unforgettable way. To do this, it will appeal to people using unique styles and technological innovation. Our unique selling points are found by using innovated marketing strategies and in-teractive technological tools.

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MARKETING GROUP

B2B/ B2C SERVICE

DIGITAL TECHNOLOGY INNOVATOR

Multi-Channel Publication

“People want more than something to kill time, Airports should look to provide more pleasurable, potentially enriching activities. Lack of time is an issue, of course, and from the point of view of the airport operator, any space has to earn its way.”

A-Vision Association is a marketing group with a strong network. AVA’s main services are to innovate the realistic marketing strategies by understand cus-tomer behaviour and airport scenario, connecting the people in different industry in order to reach the same standard toward our clients and customers.

A-Vision Association is a digital technology innova-tor. In order to give our customers the best digital experience and lead the digital trend in creativity and fashion industry, AVA keeps creating innovative ideas based on the latest technology and seamlessly cooperates with the most superior technology man-ufacturer, making sure that airport is always the first businesses to benefit from the innovative digital trend.

A-Vision Association is a B2B, B2C focused compa-ny with the service of consultancy toward the fash-ion brands who want to access the airport market. The company also provides multi-channel retail platforms, which are perfectly designed, for the travellers and our target customers. AVA provides the services for all aspects of our clients. We not only help with analyzing and innovating, but also act as a retailer, selling the products in a store and virtual stores, connecting to the customers and un-derstanding their demands and needs.

A-Vision Association is a multi-channel publica-tion. The publication is named “A-Journal” and the purpose of setting this platform is to connect the travellers or the travel-planning people as a knowl-edge provider and a story teller. A-Journal will invite fashion travelling bloggers and travelling writers as our public relations to visualise and verbalise their travelling stories. In their stories, they will be asked to wear or recommend the latest fashion items of AVA’s clients. A-Journal can be downloaded on mo-biles, laptops and also be embedded in the A-Reader nearby the gates in the airport. This means people can read the A-Journal wherever they may be and it helps to promote the brand even further.

Pictures are taken by me.

IMPORTANTFINDINGS

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IMPORTANT FINDINGS

Figure.1 shows that people always go to airport in order to take a plane from one place to another.

From Figure.2 it can be shown that mobile devices become an important tool when people are traveling. Al-most 70 people use their devices on route searching, socialising and for entertaining purposes when travel-ing. Surprisingly, only 35% of people shop with their devices during the journey. This indicates that if fashion retailers who target the tourism market want to digitalise their shopping channel, they need to connect with the travellers’ digital experiences such as through socialising and entertaining. As a result, AVA will build a marketing platform providing social networking and digital personalised services.

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Figure. 3 and Figure. 4 show that people tend to shop after passing through security but before boarding. This means AVA will open stores after the security gate and place the digital devices at the gates where people are waiting to boarding.

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Figure. 5 shows that 27% of people would like to spend between £66 to £105 on sunglasses. The next most popular budget ranges were, in order, £25 to £65, £106 to £145 and the least popular £146 to £200. This figure shows that the customers’ budget range is wide for sunglasses. As a result, AVA will target the clients from the middle level to high-end level price range.

Figure. 6 and 7 indicate that customers tend to buy the sunglasses because of the uniqueness of the frame styles and the materials. However, lots of people choose to buy the classic style sunglasses. This means AVA will not only target the classic sunglasses brands but also the sunglasses brands with unique frame styles and materials. Independent designer brands will also be targeted in addition to the popular high-end brands since the product prices and quality from independent brands are very good.

Moreover, the market research in Shoreditch showed that there are some independent brands that provide extremely unique and creative sunglasses. Those independent brands have a lot of potential and they are able to be promoted to the aviation market. The clients profile will be detailed in the “Potential Client” session.

At the same time, the questionnaire showed that environmentally friendly products are appealing to many potential customers. These types of products are essential for AVA’s social responsibility. Hence, AVA will hold an award for Eco-friendly sunglasses brands annually, along with sharing our latest technology to try to further connect with them.

A LIST OF DIFFICULTIES WHAT PEOPLE ALWAYS FACE IN THE AIRPORT.

1. FLIGHT DELAY

2. TERRIBLE WIFI

3. LIMITED STYLE IN THE AIRPORT FASHION STORES

4. TIME IS TOO SHORT FOR SHOPPING

5. AFTER-SALE SERVICE AND RETURN SYSTEM ARE TOO COMPLICATED.

From the questionnaire findings, I gained some information about the difficulties and inconvenience that people face in the airport. AVA will adjust the marketing strategies based on this information, including delayed flight discount and free return services. The detailed marketing strategies will be stated in the “Mar-keting Mix“ session.

The questionnaire can be found in Appendix. 1

potential clients

PPicture is taken by me.

Since 2012Price Range: £20 - £25

Origin: the United Kingdom

USP is always focusing on creating retro-relevent and fash-ion forward products.

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POTENTIAL ClientsREGULAR MEMBER

Since 2104Price Range: £50

Origin: the United Kingdom

USP is that the sunglasses styles are fashion foward and are all imported from Korea.

Toyshades and Glassworks are both recent start-up companies and are conducting high-street price strategies. AVA Regular Membership can offer them an opportunity to spread their reputations and

modern styles worldwide by selling their collections in the airport. Hence, UK based start-ups are able to grow rapidly.



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Origin: Australia

USP is to create iconic and unique eyewear by paying hom-age to influential personalities.


Origin: Italy

USP is to develop high quality eyewear, with distinctive designs at an affordable price.

POTENTIAL clientsPREMIER MEMBER

Onkler and SUPER sunglasses are picked to be AVA potential Premier Member because the large potential that these brands have to define the next generation and to be accepted by stylish people.

The brands’ distinctive styles can make AVA’s publication connect to fashionable readers and represents a double-win situation for these brands and AVA.

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POTENTIAL ClientsGOLDPLUS MEMBER


Origin: London, the United Kingdom

USP is its creative products, combining vintage styles with modern elements.


Origin: London, the United Kingdom

USP is every pair is handcrafted for a bespoke feel and impeccable quality.

Linda Farrow and Cutler And Gross Sunglasses are picked as potential GoldPlus Members because of the brands’ historic value and their high-priced strategies. These two UK-based brands with creative

styles and high qualities should be promoted worldwide by AVA in the Heathrow Airport.

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POTENTIAL ClientsGREEN-VISION AWARD WINNER


Origin: France

USP is the sunglasses are all hand-crafted.

Since 2012Price Range: £70 - £90Origin: Oregon, USA

USP is that the sunglasses are crafted from natural and recycled materials.

Both Waiting For The Sun’s and Bosky’s collections are made by sustainable materials. As a result, the brands’ history are not long enough to generate brand loyalty and reputation. This means AVA may

be a good platform for them to spread the sustainable issue.

Picture is taken by me.

AVA&competitor

SWOTANAlysis


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Strengths WeaknessA-Vision Association 1. Technological Innovation

2. Strong Connection with air-lines and other partners.3. Variety styles of sunglasses in the retail area.4. Sustainability-concerned5. Multi-channel platform cap-tures potential lost sales.6. Capable of adopting new trend.

1. Spending on Facilities and Technologies is hard to estimate and control.2. Lack of reliability and trust between our clients and AVA at the moment.3. Complex system of rules and agreements for using runways and airspace capacity.4. High set-up cost

Luxottica(The only sunglasses retailer in

Heathrow Airport except for AVA)

1. Strong Brand History and Loyalty.2. World’s largest eyewear manu-facturer.3. Being acquired multiple com-panies to strengthen its global position.4. Setting retail spaces in almost every terminal in Heathrow Airport. 5. Dedicated distribution channel6. Vertical integration

1. Presenting only 7 brands in the most busiest airport in the Europe.2. Lack of technological inno-vation toward marketing and branding.3. Sunglasses styles are limited in the airports.

Opportunities ThreatsA-Vision Association 1. Growing Aviation Market

2. International passengers help with spread the reputation worldwide.3. Rising Global Economy and Individual Traveling Spending. 4. Rising Technological using rate during traveling.5. Based in the busiest aiport in Europe.6. Rising Eyewear Market

1. Increasing Tourism Taxes effects the number of air passen-gers.2. Unfamilarity of using innova-tive technology toward custom-ers. 3. people’s income is squeezed at the moment because low wage growth.4. Legislation restrictions vary from country to country.5. Exchange rate risk

Luxottica(The only sunglasses retailer in

Heathrow Airport except for AVA)1. Luxottica’s retail sector since retail chains and lab networks in Emerging Markets are highly fragmentized and there are no potential competitors for Luxot-tica.2. Focusing on a new costumers segment that is people who con-sider eyeglasses and especially sunglasses more as an accessory rather than a need.

1. Luxottica Group is only well positioned in the luxury market.2. Exchange rate risk3. Contact lenses and optical surgery are becoming more and more popular and accessible.4. Changes in consumer be-haviour or in fashion could affect the value of fashion license and could reduce the probability of renegotiating the license agree-ment on better terms

AVA&competitor

AVA fail?

what can make


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What can make AVA fail?

How AVA can fail? Average income is decreasing in UK.Why does this happen? Since sunglasses brand in the airport are luxurious items, and peoples’

incomes have been squeezed recently, customers may not have the money/desire to spend money on sunglasses

How AVA can fail? High set-up cost.Why does this happen? Since the setup costs are so high, if not enough brands become customers,

the potential to earn positive profits could be very low.

How AVA can fail? Difficulty in the brands expanding production.Why does this happen? since AVA aims to help specialist providers of sunglasses expand their rep-

utation, if the companies are not able to expand production to keep up with extra demand, then they may be unwilling to sign up to become AVA’s cus-tomers for fear of losing money. This may decrease AVA’s profits.

How AVA can fail ? Some people do not wear eyewear.Why does this happen? Since contact lenses and optical surgery are becoming more popular and in-

creasingly accessible, fewer people are used to wearing glasses. As a result, if people find an alternative to sunglasses or feel uncomfortable wearing them, demand could reduce. Therefore, companies may be less willing to sign up to AVA for fear of making losses.

How AVA can fail? Complex regulation in the airports.

Why does this happen? Since airport regulation can change quickly and often, it may be difficult to explain to companies the benefits of selling their products in the airport due to the future uncertainty of profits. Hence, companies may be less willing to sign up and AVA's costs may change a lot. This makes financial planning much more difficult.

How AVA can fail? Lack of reliability and trust between our clients and AVA at the moment.

Why does this happen? Since AVA is a new company, it is not really trusted by companies. Therefore, it may be hard to explain to brands the benefits of using AVA and the airport may be less likely to give discounts on rents for a new company that is yet to prove itself. As a result, the costs may be higher than for an internationally known marketing company and the revenue/profits may be lower.

MARKETING MIX

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PRODUCTS/ SERVICES

MARKETING MIX

AVA PUBLICATIONWebsite made by me.

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First of all, a blog is often considered akin to a per-

sonal recommendation and the tourists enjoy engaging with stories. A result from a survey points out that consumers look at 22 web-sites on average to research traveling before they book a holiday. (Technology and Tourism Promotion, 2014) A-Vision Association will create a platform for fashion traveling bloggers and travel writers to provide recom-mendations of travel choic-es, holiday activities and also to introduce the latest sunglasses in their articles. “Bloggers are everything

from digital storytellers to brand ambassadors, working closely with DMOs [desti-nation marketing organisa-tion] and travel companies to promote their products.” (Social-Media Networks and the Travel and Tourism Industry, 2014 August) In the report, it is also pointed out that bloggers are more likely to keep in touch with readers than journalists on printed publication. In addition, bloggers tend to have more loyal readers and followers, increasing more personal relationship.(2014) As a result, AVA will cooper-ate with bloggers and travel

writers in order to promote public relations and remain connected with customers and potential customers on social media and A-Read-er. These public relations services will be provided to AVA’s Premier and GoldPlus Clients. Readers are allowed to read the articles on the internet, mobile devices and the A-reader nearby the gates where travellers wait to depart.

STOCKROOM

A-READER

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To allow this public relations campaign to take place, AVA will create multi-usage A-Readers in five terminals in Heathrow Airport for the people who are waiting by the gates and who eager to read articles about tourism and fashion information. “Doing things, rather than having things, is the magic wand as it turns out”(Trend Applica-tion, Airport Retailing, March 2013) Travellers are allowed to read the fashion travel blogs on A-readers for free and try on the virtual 3D sunglasses which appears in the articles. Furthermore, after trying on the sunglasses, customers can choose to order them on the A-Readers 30 minutes before the departure and pick it up after boarding or choose to follow the instructions and go straight into the store to pur-chase the items.

AVA will try to fulfil every customer’s request, decreasing the disappointment of misunderstanding, limited-style and lacking of stock. As a result, A-Readers are all con-nected to the stockroom and to a style-consultant. This lets people enjoy the online reading, online shopping and cus-tomer services at the same time. However, to take advan-tage of the off-board ordering, pick up on-board service, along with the 3D try on and article involvement, passen-gers will have to be Premier and GoldPlus Clients of AVA.

A-Reader made by me.

PRODUCTS/ SERVICES

MARKETING MIX

Even though A-Vision Association is a marketing and retailing company, it still focuses on interacting with customers and getting involved with their travelling experiences. “When it comes to hap-piness, consumers are finding out that it’s better to indulge in expe-riences than to fill their homes with material possessions.” This point in the Airport Retail Report in 2013 has inspired AVA to stand in customers’ shoes and create the integrated multichannel experience. Therefore, A-Vision will cooperate with a technology company to produce the “Brand Digital Wall”. This device is embedded in the terminal walls and it will allow people to try on the latest style of sunglasses of certain brands automatically as soon as the wall identi-fies the customers’ faces.

This innovative device is mainly connecting the traveller with an entertaining purpose, creating a friendly and positive relationship between the sunglasses brands and the individuals. Due to the high cost of this advanced technology, the wall will only advertise brands who pay to be GoldPlus clients of AVA.

BRAND DIGITAL WALLEffect made by me.

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Credit: JAMIE NELSON Fashion Photographer

AVA AIRPORT RETAIL STORE

PRODUCTS/ SERVICES

MARKETING MIX

volved into people’s personalities and experiences.

After analysing from the Loyalty Scheme, AVA will provide differ-ent advice for all of our Clients. This advice will be based on the price, style and brand image preferences of customers found by the market research.

Finally, whilst all our clients are entitled to this service, they must first agree to provide delayed-flight discounts to their own customers. This will be stat-ed in the terms of the member contract.

All of AVA’s Regular, Premier and GoldPlus Business Clients are allowed to have retail space in the shop and stockroom in terminal 2 and terminal 5. This entitles them to guaranteed war-rantee and a free international returns service for customers.The clients can also use the frame adjustment for different face shapes and demographics.

A-Vision Association will also collaborate with different air-lines to research customers’ behaviour across airlines and different travel classes. This is an extremely important process for the brand who is going to access airport market. In fact, being aware of people’s buying pattern and personalities is a critical ele-ment of being successful. “Busi-ness model should represent people who cannot represent themselves” (Impact Magazine, p20). In other words, Brands should take the priority to be in-

AIRLINE LOYALTY SCHEME

FREE RETURN

FRAME ADJUSTMENTDELAYED FLIGHT DISCOUNT

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PRICE MARKETING MIX

GR

EEN

-VIS

ION

AW

ARD

REGULAR

PREMIER

GOLDPLUS

First Year- £81,200Second Year- £64,400



50% off

50% off

FREE

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GREEN-VISION AWARD

REGULAR

PREMIER

GOLDPLUS

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Exclusive GoldPlus members are welcome to enjoy every service AVA provides as well as the significant con-ferences, leadership dinners and any other social networking events. The high technology for branding and advertising are exclu-sive to the GoldPlus memebers. A-Vision Association will keep focusing on digital innovation, and the GoldPlus members can always benefits from this before any other members.

Premier members are welcome to enjoy all regular services and the advanced services including being invovled in AVA digital publication, 3D sunglasses try-on technology on A-Read-er and the system of booking online, picking up on board. A-Vision Association provides Premier members a well-con-nected public relation and a well-organised logistic system.

Regular members are allowed to enjoyed every regular service, such as sharing the airport retail space and the stockroom, using the frame adjustment service and receiving free advice based on AVA’s market research. These customers are also able to benefit from the future expansion and guaranteed warrantee and free International Returns Service.

Green-Vision Award is designed for the sunglasses brands with creative designs, appealing brand images and a devotion to sustainability. The sustainability can be expressed by the design, material, packaging, manufacturing, marketing strategy and so on. One candidate will be picked by AVA on 22nd of April (Earth Day) every year , being noticed by the international market and gaining benefits from AVA’s services. A-Vision Association will offer the brands who win for Green-Visoin Award a two year contract of free Regu-lar Membership, or the half-priced fee to Rremier and GoldPlus Membership.

A-Vision Association will have a store in each of Terminal 2 and Terminal 5 at Heathrow

Airport. The reason for this is that these terminals have the most passengers going through every day, therefore they are the biggest opportunity for AVA to engage with customers at Heathrow. In addition, Terminal 5 was named the World’s Best Terminal at 2012 World Airport Awards (2013) and Terminal 2 (Queen Terminal) has a good reputation for its advanced development. “Modernisation of Heath-row’s Terminal 2, due to be completed in 2014,

is promising a world class shopping experience for the expected 20 million passengers who pass through the building each year” [Heathrow (SP) Ltd, Airport Retailing, March 2013]. As a result, because AVA wishes to use the most innovative technology available, operating in these areas of Heathrow make sense. This operation includes having the stockroom in the terminals to allow for the quick delivery to customers once they have placed their orders.

PlaceMARKETING MIX

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Apart from the shops, the AVA publication and online booking system will be published in the A-reader and on the Internet. In fact, A-Vision Association is focusing on online market because of the rising rate of online usage before and during traveling. “Millions of tourists own at least one device that gives them access to the Internet and al-lows them to read, download and store digital travel and tourism-related content.” (Technology and the Tourist, August 2014) The costs of doing business at Heathrow are detailed in the financial plan

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Website made by me.

AVA Website

PRomotionMARKETING MIX

For promoting A-Vision As-sociation, the company will

actively participate in the related events, increasing the reputation and enhancing the chance of showing our projects and talking to our clients person to person. At the moment, AVA aims to showcase its products in a in-ternational eyewear exhibition “DaTe”, which is based in Milan. “The goal of DaTe is to offer the international market a new way of looking at the eyewear indus-

try.” (The New Look: Artisan Meets High Tech, Caretti, p2) According to the statement from Caretti, the eyewear industry need to be stimulated by using new strategies that can success-fully develop the local sunglasses brands into established interna-tional brands. AVA also aims to exhibits in Optrafair, which is based in the UK and has the 35 years history and experiences. DaTe and Optrafair are the best place for AVA to highlight our

innovative and appealing ideas. To further promote AVA’s ideas, the brand will also participate in marketing related exhibitions such as the huge event “Market-ing Week Live”. This takes place in London and is held around the end of April every year.

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Apart from exhibiting, A-Vision Association’s marketing strategy will also focus on co-operation because it is extremely import-ant to a marketing company like us. Firstly, because AVA targets the market in Heathrow airport, we need to work with Heath-row Airport to address rental issues, legislation agreements, discounts, customer services and to provide common progression. Secondly, AVA is going to con-

duct passenger research by using the airlines’ Loyalty Schemes. As a result, AVA needs to collaborate with different airlines in the five different terminals at Heathrow. Next, to make the shopping pro-cess more convenient, A-Vision Association allows customers to order their sunglasses off-board and pick up on-board. This requires AVA to work with an airport-based logistics com-pany called “Shoppair.com” to

ensure the right stock is always in the correct place and at the right time. Additionally, AVA will collaborate with the Public relations, including the fashion bloggers and travel writers, con-necting to our customers seam-lessly and efficiently.

MARKETING WEEK LIVE 2015Picture is taken by me.

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PRomotionMARKETING MIX

The final marketing strategy is that A-Vision Association will hold an annual conference to discuss different topics. The purposes are to connect to the related industries and A-Vision Association’s clients, gaining feedback on our services and developing better services after-wards. AVA’s members are able to help with set-ting policies, promoting the best practices and driving the innovation. The conference will also provide a social network platform where people can share, collect and exchange differ-ent opinions, as well as meet new individuals. To successfully implement these strategies, A-Vision Association will never stop learning, connecting and contributing with our custom-ers and fellow businesses. The press release of AVA’s annual conference in 2015 will be detailed in the following paragraph.


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A-Vision Association

PRESS RELEASE Aviation Marketing Environment Improvement Annual Conference

18th June, 2015 FOR IMMEDIATE RELEASE Aviation Marketing Environment Improvement Annual Conference Olympia London Conference Centre

A-Vision Association is delighted to announce the Aviation Marketing Environment Improvement Annual Conference 2015.

A-Vision Association appreciates the co-operations and support from its members and partners. AVA would like to invite our significant partners Heathrow Airport, British Airways, Air Canada, Air China, Air New Zealand, EVA Air, Germanwings, Singapore Airlines, South African Airways, SriLankan Airlines, Turkish Airlines, United Airlines, Virgin Atlantic, Shoppair, Tax Free World Association and International Air Transport Association(IATA) to attend the conference. This conference represents a valuable opportunity to share valuable marketing opinions and passenger experiences in order to create the most efficient and successful marketing strategies and customer services for passengers.

Every honoured Regular Member, Premier Member and GoldPlus Member are also invited to the annual conference where your voices can be heard. And your desires understood. A-Vision Association always stands into yours shoes, listening, developing and making the best decisions for all the members continued success. This annual conference is held to improve the understanding of digital and physical marketing environments by gaining the feedback from AVA’s members and partners.

The conference will be held by A-Vision Association on 18th June, 2015 at Olympia London Conference Centre.

A-Vision Association is the best platform for the brands who want to explore Heathrow Airport market by analyzing the data of economics and passengers preferences, cooperating with tons of

airlines and technology providers, innovating the marketing strategies and surprising the people from all over the world. We not only focus on marketing science but also the emotions that will bring our clients and customers a whole new interactive experience.

For the further information please contact us without any hesitation.AVA looks forward to hearing from you in the conference.

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Contact: Alice Chien Number: 07-843117897 E-Mail: [email protected]

“Customer feel value by service providers who take the time to interact with them.”

-THE CHANGING FACE OF TECHNOLOGY IN TRAVEL AND TOURISM

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FINANCIAL PLAN

fINANCIAL PLAN- Year 1MARKETING MIX

Total Cost

Digital Brand Wall (Software+ Hardware) £30,000

Number of Digital Brand Wall 5

Total Cost of Digital Brand Wall £150,000

A-Reader (Software+Hardware) £20,000

Number of A-Reader 10

Total Cost of A-Reader £200,000

Public Reations /Year £40,000

Square Metre per Store in Terminal 2 10

Price per Square Metre in Terminal 2 /Quater £800

Retail Space Rent in Terminal 2 /Quater £8000

Retail Space Rent in Terminal 2 /Year £32,000

Number of Store in Terminal 2 1

Total Cost of Rent in Terminal 2 £32,000



Retail Space Rent in Terminal 5 /Quater £13,600


Number of Stores 1


Stockroom Rent /Year £18,000

Logistic Spend /Year £10,000

Staff Salary per Person /Year £20,000

Number of Staff 12

Total Staff Salary £240,000

Overall Cost £744,400

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Total Cost

Digital Brand Wall

for each Memeber

A-reader for each Member

Public Relations for each Member

Regular Services

Price for each Member

Marketing Fee

Fee for per

member

GoldPlus Member-ship Fee

£30,000 £13,500 £2,700 £15,000 £20,000 £81,200

Estimated Number of GoldPlus Members

5

Total Revenue

from GoldPlus Members

£406,000

Premier Member-ship Fee

£0 £13,500 £2,700 £15,000 £15,000 £46,200

Estimated Number of

Premier Members

10

Total Revenue

from Premier

Members

£462,000

Regular Member-ship Fee

£0 £0 £0 £15,000 £10,000 £25,000

Estimated Number of

Regular Members

15

Total Revenue

from Regular

Members

£375,000

Total Revenue from all

Members

£1243,000

Total Prof-its in Year 1 £498,600

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fINANCIAL PLAN- Year 2MARKETING MIX

Total Cost

Digital Brand Wall (Software) £20,000

Number of Digital Brand Wall 5

Total Cost of Digital Brand Wall £100,000

A-Reader (Software+Hardware) £10,000

Number of A-Reader 10

Total Cost of A-Reader £100,000

Public Reations /Year £40,000



Retail Space Rent in Terminal 2 /Quater £8000


Number of Store in Terminal 2 1




Retail Space Rent in Terminal 5 /Quater £13,600


Number of Stores 1


Stockroom Rent /Year £18,000

Logistic Spend /Year £10,000

Staff Salary per Person /Year £20,000

Number of Staff 12

Total Staff Salary £240,000

Overall Cost £594,400

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Total Cost

Digital Brand Wall

for each Memeber

A-reader for each Member

Public Relations for each Member

Regular Services

Price for each Member

Marketing Fee

Fee for per

member

GoldPlus Member-ship Fee

£20,000 £6,700 £2,700 £15,000 £20,000 £64,400

Estimated Number of GoldPlus Members

5

Total Revenue

from GoldPlus Members

£322,000

Premier Member-ship Fee

£0 £6,700 £2,700 £15,000 £15,000 £39,400

Estimated Number of

Premier Members

10

Total Revenue

from Premier

Members

£394,000

Regular Member-ship Fee

£0 £0 £0 £15,000 £10,000 £25,000

Estimated Number of

Regular Members

15

Total Revenue

from Regular

Members

£375,000

Total Revenue from all

Members

£1,091,000

Total Prof-its in Year 2 £496,600

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Conclusion

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In conclusion, A-Vision Association will be devoted to creating marketing strategies in a digital and strategic way for the sunglasses brands who want to expand their market by selling in airports. A-Vision Association will create three different kinds of membership: Regular, Premier and GoldPlus, and AVA will work hard to research marketing within the aviation industry and to develop advanced services for the different memberships.

From the services provided by AVA, it can be seen that A-Vision Association’s unique selling point is its innovative Digital Brand Wall, which allows people to automatically try on the sunglasses when they walk pass the wall. Also, the A-reader, which is connected to public relations and combines with the Vitual Try-on System. These innovations enable sunglasses brands to be noticed and makes them more likely to co-operate with AVA.

Apart from the technology innovation, A-Vision Association will also make good use of being one of many businesses in the airport, providing the services like Delayed Flight Discount, Free Return Service and conducting Airline Loyalty Scheme to connect with customers seamlessly. By doing this, AVA hopes to create brand loyalty with air passengers, therefore expanding the potential makret for our brands even further.

In addition, A-Vision Association is a sustainability-focused business. AVA will reward the sunglasses brands that promte eco-friendly ideas with discounted and free services. Through the Green-Vision Award, not only will the sunglasses brands be recognised inter-nationally but the topic of sustainability will be highlighted even more.

As a marketing company, A-Vision Association will market itself by exhibiting in sunglass-es exhibitions and Marketing Week, along with holding an annual meeting in order to connect to a large number of aviation businesses.

Finally, A-Vision Association will work hard on being a promising and reliable business. The fnancial plan indicates that it is possible for AVA to gain the profits by providing these severices and, at the same time, cooperate and connect different industries.

conclusion

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Appendix.1

bibliographyACADEMIC SUPPORT

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Cecile, R. (2015) ‘Collaboration is the new face of competition’, Drapers , 28th February, p. 4.

Charlotte, R. (2015) ‘Grocery vs garments’, Drapers Property Special, 28th March, p. 12.

Charlotte, R. (2015) ‘Move with tines’, Drapers , 11th April, p. 31-32.

Giulio, C. (2015) ‘What does your customer really want from you?’, Drapers , 28th February, p. 4.

Jessica, K. (August 2014) Online Travel and Tourism Sales, England: Mintel Oxygen.

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Jessica, K. (August 2014) Technology in Travel, England: Mintel Oxygen.

Jessica, K. (August 2014) The Changing Face of Technology in Travel and Tourism , England: Mintel Oxygen.

Jessica, K. (August 2014) Trend Application, England: Mintel Oxygen.

John, R. (2015) ‘Multiple personalities’, Drapers Property Special, 28th March, p. 14.

Kat, S. (2015) ‘The Next Generation of Retail’, Drapers , 11th April, p. 24-25.

Marcy, M. (2014) ‘Eyewear Makers Face Major Market Shifts’, Women’s Wear Daily, 208(71), pp. 1-4.

Naresh, M (2014) Fashion Marketing- Influencing Consumer Choice and Loyalty with Fashion Products, 1st edn., USA: Business Expert Press.

Richard, P. (March 2013) Airport Retailing- Executive Summary , Europe: Mintel Oxygen.

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Richard, P. (March 2013) Heathrow (SP) Ltd, Europe: Mintel Oxygen.

Richard, P. (March 2013) The Consumer and Airport Shopping, Europe: Mintel Oxygen.

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A-VISION ASSOCIATION REPORT

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