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Jetstar Brand Strategy

Marketing Plan
by

Monica Miranda

on 17 May 2011

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Transcript of Jetstar Brand Strategy

A new breed of business class, low cost air travel... Star Class, Star Price Company Background In 2004, Jetstar launched its first domestic flight and promoted Magda Szubanski in the role of ‘Julie the Jetstar girl’ as the mascot of the company. In November of 2007, Jetstar serviced its first International route. Other aspects of Jetstar’s marketing strategy included the move in 2007 to become the main sponsor of “The Gold Coast Titans” NRL Football team. The Marketing Environment Jetstar's Direct Competitors are Qantas, Virgin Blue and Tiger Airways. Jetstar’s indirect competitors are alternatives of domestic travel including trains, buses, driving and cruising. New Marketing Strategy Jetstar Marketing Segmentation Geographic- Psychographic- Demographic- Behavioural- Australia, New Zealand and the Asia Pacific Region. Socio-economic: Low to middle class citizens with a moderate income 18-30 year olds with a low to middle income capacity Occasion Segmentation: Short Distance or also minute flights that don't require the benefits that other airlines offer such as included meals or first/business class. Jetstar's Positioning Low-cost Rival to Tiger Arways and Virgin Blue Currently positioned to service a certain class of user: Individuals on a low to middle income with a need for a cheap flights. Against Competitors: Offers competitive prices against it's competitors. Cost Comparison Chart. Recommended Strategy Expansion of the JetStar StarClass Service to all International Routes to increase market share by approximatly 5%. Impact of Strategic change on: Price: Product: Promotion: Place: StarClass Airline Considerably more expensive than Economy class fare but substantially lower than it's direct competitors. Introduction of a higher quality service. Affordable international business class service Star Class, Star Price References Jetstar n.d., 'Our Company', viewed 1 May 2011, <http://www.jetstar.com> Virgin Blue n.d., 'Company Fleet', viewed 30 April 2011, <http://www.virginblue.com.au> Qantas n.d., 'Company Overview', viewed 20 April 2011, <http://www.qantas.com.au/travel> The Australian 2008., 'Qantas International Share Falls to New Low', viewed 1 May 2011, <http://www.theaustralian.com.au/business/qantas> Kotler, P, Adam, S, Denize, S & Armstrong, G 2009, 'Principles of Marketing', Pearson Education Australia: Frenchs Forest. By: 17194381, 17001289, 16766857, 17233138
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