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Direct & Digital Marketing Strategy at Virgin Atlantic

In: Business and Management

Submitted By jakethecake88
Words 2657
Pages 11
Introduction
Virgin Atlantic is a British airline company that is majority-owned by Sir Richard Branson’s Virgin group 51%. The remaining 49% is owned by Singapore Airlines. The airline was established in 1984 and is the second largest long-haul airline in the UK and the third largest European carrier over the North Atlantic. Their route network also includes destinations in US, Caribbean, Far East, India and Africa. Virgin Atlantic is valued at a minimum of 1.225 billion euro. Their fleet is consist of more than 26 Boeing 747s and Airbuses. Virgin Atlantic is known for challenging the industry, championing the customer, improving the service and repeatedly won the best airline awards. They are pioneers in the airline industry it’s a “long list of firsts include being the first airline to have individual TVs in all classes, to provide child safety seats, to offer a super economy service, to have no smoking flights, to have drive-thru check-in, to have an arrivals lounge, to allow mobile connectivity and SMS texting on board, the first to have at-seat podcasting and, most recently, the first to fly one of its planes using biofuels” (innovationleaders.org PROFILE: VIRGIN ATLANTIC 2007).
Micro environment analysis
Customer behavior analysis
Who are Virgin Atlantic´s customers? Virgin Atlantic attracts customers who appreciate and value customer care in terms of a combination of service elements and attributes.
Virgin Atlantic operates a two class system: Upper Class and Economy class which is segmented into Premium Economy a full fare separate economy cabin and Economy covering all other coach/economy fares. The percentage of UK originating passengers varies from route to route, but on average there's a 60/40 bias to the UK.
Upper Class passengers are predominately travelling on business and are male, 35 to 45 years old, earning £50K plus per annum. Passengers

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