Aeromexico 5-11

8/9/2019 Aeromexico 5-11

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Aeromexico

1. Initial brand audit assessment: what is the brand doing right and wrong?

Aeroméxico’s current competition is getting more and more intense, especially on international

flights. As Mexico´s flagship airline, Aeroméxico has to continuously invest to keep its

competitors away and justify its premium positioning. his investment should target the whole

spectrum of their offered services! aircrafts, schedules, lounges, in"flight menu, customer

services, etc. #or example, as a way to support its growth of the previous years, Aeroméxico has

$een investing in new aircrafts %delivery expected starting &'()*, and they have always had the

$est fleet in Mexico.

+ur research shows that Aeroméxico has a $ig lack of alignment with its customer´s needs. hey

need to gather more feed$ack from the current customer $ase %$usiness travelers* in order to stick

to their needs and deliver the value they actually expect. Actually, according to several customer

´s opinion Aeroméxico forecasts longer times for their flights so that they are never late.

2. Describe and argument about the key issues and opportunities areas identified

he opportunities that Aeroméxico currently has are!"More $enefits and recognition to heavy users. %oyalty plans*

"-einforce the perception of /remium 0ervice1 rather than just 2xpensive1.

"Maintain their premium price strategy $ased excellent service as a differentiator.

3hile things that Aeroméxico needs to change are! to reinforce their 4&4 $rand focus, without

losing appeal to high"end leisure travelers, and to invest in Market -esearch to remain in the top

of mind of their target customers.

5. and 6. Marcos 7arnier

5. Selection of the communication strategy push! pull! hybrid".

his campaign is more likely to $e successful through a pull communication strategy.

8eveloping a pull side on the Vuela Verde” campaign through, for example, large advertising

$ill$oards in airports or inserts in maga9ines, would increase awareness towards potential flyers

%i.e. the target segment*, and thus highly help the campaign to $e successful. A fine targeting on

we$sites would also $e relevant, as it may inform and influence potential customers comparing

ticket prices, for example.

:ndeed, this campaign relies entirely on the customers, since they are the ones actually

contri$uting to the social project at the end of the day. Aeroméxico is nothing more than a vector

to help this initiative come to life, and the company’s economic integrity is not threatened $y an

eventual failure.

3hat Aeroméxico could get in return is a slight change of its image in consumers’ minds, since it

will end up $eing associated with a good cause and considered not like the average airline

company. #or instance, people actually sensi$le to environment protection issues considering that


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their donation could have a positive impact on ;ucatan communities may $e tempted to fly with

Aeroméxico instead of another potentially cheaper competitor. hus, a successful campaign could

somehow help it increase its sales.

#ocusing on a push communication strategy seems irrelevant in this context, since the campaign

actually increases the price of tickets. his is in no way something potential customer will take

as an incentive to fly on Aeromexico rather on another airline.

#. $sing as a reference the #%s framework and a huge amount of creati&ity! define and

allocate budget across 'raditional! Digital and %obile channels. (ro&ide )rguments

supporting this allocation.

0ince this campaign is scheduled to $e aired for a short period of time, communication supports

need to $e efficient, to"the"point and precisely targeted in order to reach an accepta$le -+:.

- 'raditional! his medium is particularly well fitted when it comes to convey a message

like Vuela Verde’s1 one, since you can reach an audience spots, maga9ines...* and thus more convenient when the campaign is

supposed to stay for a certain amount of time, which is not the case here. Allocating a lot

of money on that channel will pro$a$ly result $eing a $ad move in terms of -+:. An idea

to reduce the costs could $e to integrate information a$out Vuela Verde” oncommunication supports already planned, as an information complement. 2stimated

optimal allocation ! 5'?

- Digital*Social %edia! this medium is very likely to $e the most fitted for this project. :t

ena$les you to reach a $road audience and is the perfect way to (* 2ducate your customer

while he is looking up information, and &* /otentially take your customers from the ad to

your we$site, where they can $uy their tickets or get some more information on the

project, etc@ +ptimal Allocation ! '?

- %obile! 0ince this campaign is focused on targeting the current customer $ase we would

not include mo$ile media $ecause this channel is more used to attract to new customers

when they $enchmark their flight alternatives. +ptimanl Allocation ! '?

+. %ission: %ain goals for the campaign to be de&eloped

%ission main goals":he main goal of the B>uela >erdeB campaign is to provide a means for Aeroméxico´s customers

to help to compensate for the C+D emissions generated $y their flight. his contri$ution comes in

the form of a EFF pesos optional donation that can $e made when purchasing the ticket. 3ith

this, Aeroméxico aims to create a stronger $ond with the growing population of their customers

who are interested in contri$uting for green causes. his $ond is intended to create more $rand"

e


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3hatever money is received through these contri$utions will $e used to complete two goals in

the short term! +n the one hand they want to contri$ute to the development of the Calakmul

4iosphere -eserve as it represents one of the major sites in terms of $iological and cultural

relevance within México. +n the other hand, the donations are used to develop community

projects in order to conserve the natural resources of the rainforest with particular emphasis on

wood"saving stoves, water treatment systems as well as $iogas digesters in order to improve the


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ravel alone or with family for vacations or

just for leisure

ravel for $usiness purposes.

Age! 5' to )F Age! &F to 6F

0ocioeconomic! AG4 and CH 0ocioeconomic! AG4 and CH

ravel freerde campaign. 3hat are the 2cofuels and why it is important to start using them, and their positive impact in C+& emissions, as well as how can we offset our car$on footprint $y

contri$uting to >uela >erde.

Most of the /assengers of Aeromexico are repeat customers, wether they are from the travel or

$usiness segment. #ollowing this argument, the main message should $e delivered on $oard with

a 5 minute video, calling to action on the next purchase. Also, we recommend using digital

platforms to inform a$out the actions that are $eing made $y the third party organi9ation %AC

4eta 8iversidad*.

('. Media vehicles!

he media vehicles for the Marketing Campaign of >uela >erde1 would $e! social media, digital

media, and traditional media.

-egarding the social media, we would focus on #ace$ook since it is the network with the highest

num$er of our target users. +n May &Jth &'(F, Aeroméxico’s #ace$ook fan page had )6&,JJ

followers. hrough this media, we think that Aeroméxico’s followers would $e aware of the

company’s information and also could find out a$out its routs, promotions and especially a$out

the >uelo >erde1 program. hrough this page, the company would $e a$le to show how the

donation to the program could $e done, and also how this program would help the environment.

:n addition to the current #ace$ook fan page we recommend creating a #ace$ook >uelo >erde

#an /age1. 3ith this fan page we pretend to reach a customer that is more interested in AC 4eta

8iversidad´s activities.


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+n the other hand, on the digital media, we are taking in consideration Aeroméxico’s we$page as

well as ;ouu$e videos.

he we$page would have an explanation of Vuela Verde1 program as well as the destination of

the collected money. :n addition, the page would have information a$out the $enefits done to the

environment with that money.

:n ;ouu$e, we consider that it would $e important to include short videos that explain the

program and how to donate, and also how it would $enefit the environment $y showing

illustrative pictures.

#inally on the traditional media, we think that it would $e significant to include advertising on

$usiness maga9ines, since many of Aeroméxico´s users are $usiness people, who usually read this

type of maga9ines in their offices as well as during the flights. hose advertisements would have

information a$out the program, pictures that show $enefits of the environment, and an

explanation of how to donate.

11. %easurement criteria and metrics e&aluate the success of the communication efforts"

A$out social mediaK a simple"to"prove metric for the campaign would $e the num$er of

likesGfollowers for the $rand and more specific for “Vuela Verde” campaign. his can $e

successful $ecause the users actually have a good relation with the $rand.

4y measuring only the campaign output %everything of what the campaign team is completely

responsi$le for* we would take into consideration three aspects! (* the num$er of social media

posts per day, &* the num$er of social media posts $y time of dayGfre


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As a team we have found that detaching oneself from viewing the company through our own

experiences %good and $ad* was rather challenging. he fact we had to create a communication

strategy that would $est serve the companies goals was an exercise of comparing the way each

one of us perceives Aeroméxico´s current efforts on communications and coming up with the

most pragmatic and less $iased way of proposing the strategy. 3e learned that to create a

campaign we have to see it through the eyes of our target customers instead of our own. 3hile

this may appear simple, it is


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0ources

http!GGfootprintnetwork.orgGenGindex.phpG7#=GpageGcalculatorsG

Air$us Aviation -oadMap 4rochure, &'(5

Campaign Measurement N &'(F 4randwatch.com :ntroduction :n &'('

http://footprintnetwork.org/en/index.php/GFN/page/calculators/http://footprintnetwork.org/en/index.php/GFN/page/calculators/


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)ttachments

otal amount of Aeromexico’s passengers of &'(6 was (.& million! O some people are repeatedK

so ( person could $e counted many times depending on the num$er of flights he took.

%0ource! Aeromexico &'(6 -eport*

8uring Panuary and #e$ruary of &'(6 there were 6. million passengers in all the industry for the

domestic flights category, corresponding 5J? of them to Aeromexico.

8uring Panuary and #e$ruary of &'(6 there were F.) million passengers in all the industry for the

international flights category, corresponding (6.F? of them to Aeromexico.

http!GGwww.elfinanciero.com.mxGempresasGaeromexico"mantiene"mayor"participacion"de"

mercado"en"el"ano.html

0ocioeconomic level of travelers in &''J!

• AG4! &'?

• CHGC! Q'?

Age of travelers in &''J!

• (Q to &F! &F?

• &F to 5F! &F?

• 5) to F'! &F?

• F( or more! &F?

-eason for travel in &''J!• >acations! (?

• 4usiness! &J?

Iighest traveling periods during year in &''J!

• Ioly week

• 0ummer

• 2nd of year

%0ource! raveling Ia$its 2valuation in Mexico City -eport, AMA:, &''J*
http://www.elfinanciero.com.mx/empresas/aeromexico-mantiene-mayor-participacion-de-mercado-en-el-ano.htmlhttp://www.elfinanciero.com.mx/empresas/aeromexico-mantiene-mayor-participacion-de-mercado-en-el-ano.htmlhttp://www.elfinanciero.com.mx/empresas/aeromexico-mantiene-mayor-participacion-de-mercado-en-el-ano.htmlhttp://www.elfinanciero.com.mx/empresas/aeromexico-mantiene-mayor-participacion-de-mercado-en-el-ano.html

Aeromexico 5-11

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