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Aurora Airlines

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by

Vanessa Gao

on 17 May 2013

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Transcript of Aurora Airlines

Aurora Product Development Main Competitors Qantas, Cathay Pacific, Virgin (international) "Fly Like a Star" Promotional Strategies SWOT analysis Product Differentiation Sponsorship
Social media advertisements
Sale promotion
Product giveaways
Advertisement Sydney Melbourne Brisbane Hong Kong New York Rio de Janeiro Type of Airline: Premium Economy These are our travel destinations! International Domestic Qantas Cathay Pacific Virgin International Choose Food Before you Fly 1. Business people Gives consumers more options
No waste Choose Premium Food 2. Families target markets Economy consumers can upgrade to Premium Economy food or Business Class food
Domestic flights
P.Economy ($25)
Business ($45)
International flights
P.Economy ($50)
Business ($100) Destinations Premium and Business Class Lounges Premium economy lounge caters for a wider range of consumers Extra Leg Room Strengths Its a new airplane company and we don’t yet have a loyal customer base
We don’t have first class
We don’t advertise to travel agencies Weaknesses Opportunities Threats 2 multilingual airhosts/air hostesses
Cover destinations that are desirable for families and business travellers
Option of pre-choosing a meal or upgrading to a business class meal
USB port for charging electronics in every premium economy and business seat
We have a customer loyalty plan like QANTAS Frequent Flyer Points which allows frequent travellers to collect credits to go towards your next flight
Bigger spaces between each seat
More ergonomic chair seat design
Premium economy and Business class lounges
We have a baby change station on the plane
We have a dedicated baby area
Dedicated wheelchair access and seating
Uses clean fuel Improved, more ergonomic chair design An extra one inch leg room International
London
Dubai
Hong Kong
Tokyo
Bangkok
Mumbai
Singapore
Johannesburg
New York
Los Angeles
Santiago
Dallas Fort Worth
Auckland Domestic
Sydney
Canberra
Melbourne
Hobart
Adelaide
Perth
Darwin
Brisbane Head rest of chair is adjustable to allow comfort to children and shorter adults
Seat is pushed higher Domestic
Adelaide
Brisbane
Cairns
Melbourne
Perth
Sydney International
Vancouver
San Francisco
Los Angeles
Toronto
New York
Seoul
Beijing
Hong Kong
Bangkok
Auckland
London
Paris
Frankfurt
Rome
Johannesburg At least two multilingual air host or air hostesses on board Customers don’t want to fly budget airlines because of poor quality and service
Global financial crisis or global recession means people don’t want to pay premium prices for premium flights
New fuel technology allows us to fly longer for cheaper
Government gives more subsidies to Australian airline companies
More people move to our plane destinations Customers want to fly budget airlines as they are cheaper
Businesses want to fly older and more reputable airlines such as Emirates
Government increases taxes on Australian companies
Government increases carbon tax
People move from away from the cities we fly to
More airlines flying to our destinations Caters for international customers Baby Area Nappy Change in Toilet Profit- Demonstrates the number of sales and customers

Number of customers- Promotional selling techniques are successful in improving our sales. Target market achieved.

Customer satisfaction/ service- Surveys will show us the negative aspects

Employee satisfaction- A positive work environment attracts quality employees

Capacity of airplane- If a plane is almost full, this shows us our popularity Baby change area in toilet near the baby area Outline the Mechanisms you will Use to Monitor and Evaluate the Success of your Product Separate area for families with babies Domestic
Adelaide
Brisbane
Cairns
Melbourne
Perth
Sydney
Gold Coast Aurora: With us you will fly
like a star USB ports USB in premium economy and business class
Allows customers to charge their devices International
Beijing
London
Hong Kong
Seoul
Paris
Rome
Vancouver
New York
Los Angeles
Tokyo
Dubai
Auckland How, When and Why we will Monitor
and Evaluate Our Strategies Company website
Other websites
Not selling tickets to travel agencies
Sell tickets at airport When:
During 2016 (Olympics)
Quarterly, after the school holidays to monitor our strategies
How:
Social Media Advertising: Tweets on Twitter and Likes on Facebook
Profits during the Olympic period as well as school holiday period.
Credit Claims
Why:
A peak in our Olympics package
A peak in the school holidays
More claims in credits means more new customers Eco-Friendy Plane Domestic
Sydney
Melbourne
Perth
Brisbane
Adelaide International
London
Hong Kong
Bangkok
Johannesburg
New York
Los Angeles Where we will be selling our tickets... Using clean fuel and investing in the newest models allows our company to be environmentally friendly Domestic
Sydney
Adelaide
Brisbane
Melbourne
Perth Intenational
London
Dubai
Hong Kong
New York
Los Angeles
Tokyo
Dubai
Auckland Domestic
Adelaide
Brisbane
Cairns
Melbourne
Perth
Sydney International
Vancouver
Los Angeles
New York
Seoul
Beijing
Hongkong
Auckland
London
Paris
Rome \
Full transcript