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제주항공,항공마케팅,마케팅전략,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p

제주항공,항공마케팅,마케팅전략,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p

2006
Promotion Management
Team Project
“Let’s Fly” With Jeju Air
Agenda
Situation Analysis

Target Specification & Analysis

IMC Plan & Objectives

Actual IMC Plan

Conclusion

Situation Analysis
Discussed during the previous session
Focus on low budget & practical ideas
Target Specification
Jeju
Yangyang
Kimhae
Destination
High boarding rate
(90%)

Further marketing
plan not required
Low boarding rate
(25%)

Constant demand

Essential stage in
order to dominate
domestic airlines
Specialty as a
touring site

Recent North Korea
nuclear issues
Target Specification
Original target
of Jeju Air
Customer
Early adopters
of new service
Young people
on vacation
College students
visiting home
Potential
customer of
the future
Center of
‘word-of-mouth’
effect
Age 10’s~20’s
(especially college students)
Target Analysis
Depth Interview
When: November 27~30, 2006
Where: Chung Ang University
Who: 12 CAU students who have visited Busan or Kyungnam area
Target Analysis

Depth Interview Questions

How often do you visit the area
Why do you visit there
What was your transportation
Why did you use such transportation
What’s your perceiving image or feeling of that transportation
What’s the reason of not using airlines
What’s your perceiving image or feeling of airlines
Have you heard about Jeju Air
How much do you know about Jeju Air
What’s the reason of not using Jeju Air
What is your perceived image or feeling of Jeju Air

Target Analysis
Depth Interview Results
Most of the participants
used KTX to visit the
area

Why - Rational price,
convenient and fast

Image & feeling -
Not so comfortable
Why not using airlines -
Expensive, relatively not fast
enough (airport location)

Image & feeling - Very
comfortable, short transportation
time and privileging mood

Participants preferred flights
better than KTX at the same
price and time consumption
Participants didn’t know
about Jeju Air at all or
very little

Participants were not
aware of price
competitiveness and other
advantages of Jeju Air

Image & feeling -
Unfamiliar, only flies to
Jeju island
Target Analysis
Depth Interview Summary
Main Competitor: KTX
Strength
Price advantage (compared to other airlines)
Short transportation time
Comfortableness and privilege of flight itself
Weakness
Still expansive than KTX
Not sufficiently faster than KTX (distant airport location)
Low awareness (brand itself, advantages)
1. Let potential customers experience the high
quality of flight

2. Extend its promotion reach utmost and
increase brand awareness

3. Inform potential customers about the details
and advantages on Jeju Air
IMC Plan Objectives
Let’s Fly
IMC Plan
Internet
Sweepstake
Radio
Contest
Premium
PR
Actual IMC Plan
Promotion 1 - Sweepstake
“Campus Holiday Season Free Ticket Sweepstake”
Promote free tickets sweepstake to Kimhae within the campus during traditional holiday


자료출처 : http://www.ALLReport.co.kr/search/detail.asp?pk=14023472&sid=ddangkung&key=