Developing a Campaign Strategy for Malala Airlines

This article discusses the importance of developing a campaign strategy for Malala Airlines to regain their lost foothold and brand image in the market. It covers the different media strategies and creative ways through which the airlines could attract the crowd towards their services. The article also highlights the four elements that are important for every campaign strategy irrespective of the product or service. It provides insights on how to understand the selling focus of the product or service, management of brand equity, positioning of the message or the campaign to the right target audience, and funding of the campaign. The article also covers the importance of creativity in media planning and how traditional media channels are still relevant. Finally, it emphasizes the importance of having the capability to fulfill and make the campaign successful and how to overcome fierce competition.

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Malala Airlines have developed a campaign strategy which would help them to regain
their lost foothold and brand image in the market. The campaign strategy takes into account
the different media strategies as well as the creative ways through which the airlines could
attract the crowd towards their services. According to Parente and Strausbaugh-Hutchinson
(2014) proposes four elements which are important for every campaign strategy irrespective
of the product or service. The first element is to understand the selling focus of the product or
service. This determines the focus on which the campaign have to be developed so that the
benefit for the customer is understood and the reason because of which the customers will be
attracted towards the product can be determined The focus point for Malala Airlines is to sell
their services keeping the safety measures in mind and at a low budget which can be easily
afforded by the people. The second element is the management of the brand equity which
means building the image of the brand for the long run so that the strategy does not fail after
a short run and dissolves in the market. Brand equity management is one of the most
important element as they create a great impact on the survival of the brand. The objectives
of the campaign should be aligned with the brand objectives and the services that they
provide. Malala Airlines have to develop their campaign strategy with such objectives is that
they are able to fulfil them in the long run as well and not just for a short term. Their
objectives are to provide a safe and secure flight experience at a low budget which should be
the objective of their brand as well, only then will they be able to fulfil their promise towards
the customers.
The third element is the positioning of the message or the campaign to the right target
audience. The correct audience should be targeted by every organisation so that the campaign
is successfully received by the collective group of people. Malala airlines have targeted
people who are businessmen, emergency traveller, frequent fliers and leisure travellers. They
cannot target the people who are high end fliers requiring class services. They will not be

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able to provide the desired services and placing the campaign in such a target audience will
make the campaign unsuccessful. The last element is the funding of the campaign which
means that the organisation must be adequately capable of funding their campaign as well as
providing the best services to their customers. The campaign should be such that they are able
to gain a lot of customers and this can be done if the proper steps are taken which can require
a huge expense. Rai (2013) explains that organisations must adopt creative ways through
which they can advertise their services through the campaign and grab the attention of the
people. In current times new media is a very important part of any advertising campaign for a
product or service. There are different new media platforms which help organisations to
connect to a big crowd. The creativity of the message and the campaign strategy is done at
the initial stage of the planning. Creativity is an important part of media planning as this will
be helpful for the organisation in their campaign.
Buil, De Chernatony and Martinez (2013) argues that the main concern of an
advertising strategy is the creativity of the campaign since an innovative and unique
campaign will be able to attract the people towards their services. However, if the
organisation is unable to develop something unique then there are chances that the
advertisement campaign might fail. In such cases, the organisation has to utilize their media
in the best possible way. Malala Airlines can take the help of different media platforms to
advertise their campaign. Every platform should be optimally utilized so that they can reach
the maximum number of people. Social media platforms are the most common and important
channel of advertising the services of the airlines. They can use Facebook, Instagram and
Twitter to connect with the crows and showcase their services and their objectives to the
crowd (Pikas and Sorrentino 2014). They can create their own official pages where they
should show their campaign so that the people are able to understand the services and the
uniqueness that the airlines are providing. The advertising does not end with the showcase of

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the campaign but is a continuous process. The airlines have to keep their contact with the
customers on the daily basis and have to address their queries and grievances that they have.
Customer feedbacks are also important for the airlines since it will help them to change their
strategy or better themselves.
Xu et al. (2014) state that traditional media channels are also very helpful even after
the emergence of social media. Traditional media channels are television, radio, billboard,
newspaper and others. The airlines could advertise their services on the television since it
would be viewed by a lot of people. Television is one of the most common channels in
traditional media. Another channel which can reach a huge amount of people is newspapers.
The advertisements in newspapers will be another medium which can grab the attention of
many people and gain new customers for the airlines (Dinner, Van Heerde and Neslin 2014).
Many people use services that they see in the television or view in the newspapers, hence,
these two mediums will be beneficial for the airlines. The other forms of traditional media
could also be useful but not as important as television or newspaper in the case of Malala
Airlines.
The most important factor of any campaign strategy is that the organisation must have
the capability to fulfil and make the campaign successful. This means that they must have the
resources and the funding to execute the campaign according to what they have planned. If
the execution is not done creatively then they will suffer more loss than gain. This is because
there are several organisations who are trying to attract the customers towards their products
and services. The organisation have to develop their strategy in such a way that they can beat
their competitors and establish their dominance in the market. Malala Airlines have
developed this strategy to re-establish themselves in the airline's industry after the series of
tragic events that have occurred with them. This means there will be several competitors who
will try to beat them down and stop them from getting their hold over the market. To

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overcome such fierce competition, Malala Airlines have to ready with the right resources
which will help them to fulfil their objectives and also overcome the competition. If they are
unable to gather the correct resources then not only will they fail to establish themselves in
the market, they will also be unable to come back into the airless industry as their brand
image will be tarnished permanently among the customers. Therefore, it is important for the
airlines to gain deep knowledge about the market that they are targeting, gather the resources
and then establish their campaign in the market for a successful campaign result which will
be effective in the long run.

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References:
Buil, I., De Chernatony, L. and Martinez, E., 2013. Examining the role of advertising and
sales promotions in brand equity creation. Journal of Business Research, 66(1), pp.115-122.
Dinner, I.M., Van Heerde, H.J. and Neslin, S.A., 2014. Driving online and offline sales: The
cross-channel effects of traditional, online display, and paid search advertising. Journal of
Marketing Research, 51(5), pp.527-545.
Parente, D. and Strausbaugh-Hutchinson, K., 2014. Advertising campaign strategy: A guide
to marketing communication plans. Cengage Learning.
Pikas, B. and Sorrentino, G., 2014. The effectiveness of online advertising: consumer’s
perceptions of ads on Facebook, Twitter and YouTube. Journal of Applied Business and
Economics, 16(4), pp.70-81.
Rai, N., 2013. Impact of Advertising on Consumer behaviour and attitude with reference to
consumer durables. International Journal of Management Research and Business
Strategy, 2(2), pp.74-79.
Xu, J., Forman, C., Kim, J.B. and Van Ittersum, K., 2014. News media channels:
Complements or substitutes? Evidence from mobile phone usage. Journal of
Marketing, 78(4), pp.97-112.