Tania cruz pan am brand positioning
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Team Tonic AKI AKINOLA, TANIA CRUZ , ALEX VAZQUEZ, CHRISTINE YUN
DMBA. BRAND STRATEGY
R5. 12.13.13
New Market Opportunity & Recommendations
TEAM TONIC
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Table of Contents
Once and Future Brand
Target Market
Operational Recommendations
Touchpoints
Customer Experience
Business Viability
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Once and Future Brand
Pan Am History
Brand Equity
Hypothesis
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Pan Am History
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Brand Equity
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If Pan Am creates modern luxury airport lounges, then millennial travelers will have a venue where they can enjoy high quality goods and services experiencing emotional connectedness and the nostalgia of the glory days of flying.
Hypothesis
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Target Market
Research
Our Target Market
Personas
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Why the Millennial Travel Market ?
1.8 MILLENNIAL
Travelers
20% Worldwide
travel market & growing
196M trips
$25-75 spent at airports
In 2012
$217B spent in traveling
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Demographic:
• Ages: 21-36
• Income level: 75K+ or a trust fund baby
• Education level: Bachelors+
Psychographic:
• Personality: friendly, energetic, liberal
• Attitudes: enjoys beautiful designs, cleanliness, fine food options, specialty drinks, freshness
• Interests: travel, culture, reading, social media, clubs, festivals
• Values: authenticity and word-of-mouth
• Behavior: utilizes social media
Brand Tribes:
Who is the Affluent Millennial Traveler?
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LYDIA Age: 34 Public Relations Manager
STELLA Age: 29 Art Director
ADAM Age: 27 Freelance Photographer
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Operational Recommendations
Fine Dining
Work Spaces
Showers and Saunas
Retail Products
Concept Board
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Pan Am Lounge customers who are waiting to depart (or those arriving) will have the opportunity to order small plates/tapas as not to overfill them before their flight. Tapas generally consist of seafood,salads, breads, cheeses, and light grain dishes (i.e. pastas and rice). Specialty or artisanal cocktails are handcrafted and use traditional and specialty ingredients, methods and techniques which result to superior quality. Cocktail titles are in relation to cities or landmarks such as the Parisian or the Colosseum (Rome). Fresh juices/elixirs serve as the natural liquid magic that helps to fight off threats to sickness while traveling, especially to international and even domestic destinations with drastic climate changes. The Pan Am Lounge can press juice on site as well as serve pre bottled concoctions.
Fine Dining
Specialty Drinks ● Cocktails ● Artisanal beverages
Dining ● Fresh Tapas ● Small plates
Elixirs ● Made fresh at the bar ● Pressed and packaged
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Independent Work Spaces ● Semi-private ● Full service printers ● Modern seating and desks ● Wi-fi access
Conference Spaces ● Private ● 4-6 people capacity ● Webcams and screens available for online meetings ● Conference line and phone
Work Spaces
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● Sauna and shower attached ● Steam generator ● Heated towels and robes ● Multi-directional water
stream ● Complimentary toiletries ● Pre-programmed music
console
Showers and Saunas
Apollo Steam Shower
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Other Products Include: ● Notebooks ● Tech cases & accessories ● Neck pillows & blankets ● Coffee mugs ● Water bottles ● Location branded clothing
Pan Am Products
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Concept Board
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Touchpoints
Memberships Website
Mobile App
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Level 3 $500 a year ● includes first class service ● 6 complimentary showers or massages per year ● priority access and reserve meeting room options
Level 2 $250 a year ● available after visiting Pan Am lounge 5x/year ● 3 complimentary showers or massages per year ● access to meeting rooms (if not reserved)
Level 1 Free/pay-per-go ● can pay for Pan Am services and amenities ● wi-fi code provided by hostess
All cards include complimentary drink on birthday month and access to wi-fi
Pan Am Membership Tiers
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Pan Am Website
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Pan Am Mobile App
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Customer Experience
Customer Journey Brand Pyramid
Meanings
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On car ride to airport
Walk to Airport from
drop-off
Check-in Luggage/
Wait in check-in line
Wait in security line
Exit security & check flight
update on TV screen
Find food options
Order Burger King
Walk to terminal
Wait for food & eat
at food court
Board plane!
Current Traveling Experience Walk
towards gate
TIME
Pam Am Traveling Experience
Checks Pan Am app for
flight updates
Walk to Airport from
drop-off
Arrive early at kiosk and check-in luggage
Wait in security line
Exit security & heads to
Pan Am Lounge
Greeted by Pan Am Employee &
receives pre-ordered food
Shop & Purchase Beats for Pan Am
headphones
Mingle at the bar with cocktails &
tapas
Board plane!
On car ride to airport
Pre-order food/drinks through Pan
Am app
Receives push notification to
head to terminal
INTENSITY
Millennial Traveling Experience
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I believe in being surrounded by beauty and class every step of the way and willing to pay a premium for it
I am a millennial traveler with high-end preferences and a reputable image
I feel important, ambitious, independent and stylish
I get a comfortable, luxurious, and relaxed space to spend time in before and after a
flight FUNCTIONAL
EMOTIONAL
ASPIRATIONAL
MEANINGFUL
Brand Value Pyramid
I am amongst a driven, adventurous, and tasteful class of people COMMUNITY
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Meanings
Beauty Community Validation
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Business Viability
Positioning Matrix
Business Model Canvas
Brand Strategy
Purpose Statement
Positioning Statement
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Positioning Matrix
PRICE
QUALITY
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Brand Strategy
Brand
Identity
Brand
Architecture
Brand
Messaging
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Brand Identity
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Brand Architecture
FOR PAN AM! FOR PAN AM!FOR PAN AM!
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Cross Promotional Marketing
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Purpose Statement
Pan Am Lounge reignites the civility of flying by utilizing meaningful touch points to curate a
luxurious traveling experience.
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Brand Messaging
Pan Am Lounge redefines
tasteful modern luxury
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Positioning Statement
Through Pan Am’s modern luxury lounges millennial travelers will experience
exemplary services, fine dining and high quality amenities reigniting the emotional connectivity of the civility of flying
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Thank You
Aki Akinola, Tania Cruz , Alex Vazquez, Christine Yun