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GAP 360

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by

Georgina Sweeting

on 15 May 2014

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Transcript of GAP 360

Introduction
35+ males and females
Without children
Professionals, looking for something different
1% customer base
Potentially recently unemployed
Objectives
Target Segment
18-20
Value proposition
Business Model
gap
360

Target Segment
35+
Strategy
Banner Ads
E-mail Marketing
Mobile Website
Apps
SOSTAC
References
Market Leader - 2016
Increase passenger numbers
Increase destinations
Online newspapers - increase reach of demographics
Methodology
C2C engagement
Personalisation
Enhanced customer experience
B2B Marketing, 2013.
http://www.b2bmarketing.net/blog/posts/2013/03/28/benefits-app-vs-mobile-website
Hibu, 2013.
http://business.hibu.co.uk/knowledge/articles/2011/sept/how-effective-is-display-advertising-for-website-promotion/
DigiDay, 2013.
http://digiday.com/platforms/twitters-answer-banner-ads/
The Social Skinny, 2012
http://thesocialskinny.com/100-social-media-statistics-for-2012/
Statistic Brain, 2014
http://www.statisticbrain.com/social-networking-statistics
Jeff Bullas, 2013
http://www.jeffbullas.com/2013/09/20/12-awesome-social-media-facts-and-statistics-for-2013/
Market Positioning
Situation
Low cost and high quality
Brand perception
Customer's insight
Objectives
Leading position on sales
Excellent customer satisfaction
Mobile web site
Using social media sites
Repeat bookings
Strategy
Segmentation
Targeting
Positioning
Tactics
Marketing communication mix
Actions
Daily responsibilities
Internal resources
Costs
Control
Utilizing CRM
Social Media
SOCIAL MEDIA
Primary goals to be achieved by Gap360 are:

Become market leader by 2016, in terms of excellent customer satisfaction and experience,

Increasee passenger numbers (including repeat bookings and sales)

Improve number of destinations and the types of trips offered
Conclusion
• 18-20 year old males and females
• school sixth form leavers
• 85% of existing customer base
• adventurous
• wanting a wide range of activities

Georgina Sweeting
Kaya Stefferud
Caroline Wardle
Cecilia Huang
Paola Kuhn

35+
Relevant content
From subscription
User friendly & organized
Enhance customer journey + experience
Increase CTR & online visits
Professional
Reliable
Safe
Unique
Social enterprise
Wider range of services
Full transcript