Digital Marketing Strategy for Virgin Atlantic Airways

This document discusses the digital marketing strategy implemented by Virgin Atlantic Airways. It covers the steps involved in the strategy, including situational analysis, objectives, implementation, and budgeting. The document also provides an overview of the digital marketing process and critically analyzes Virgin Atlantic Airways' online strategies. The report includes a SWOT analysis, PESTLE analysis, and competitor analysis. The document concludes with a discussion on the marketing mix and budgeting for the digital marketing strategy.

Digital marketing
strategy 2

Table of Contents
INTRODUCTION...........................................................................................................................3
Overview of digital marketing process.......................................................................................3
Step 1- Situational analysis.........................................................................................................4
Step 2- digital marketing strategy...............................................................................................6
Step- 3 Objectives ......................................................................................................................6
Step 4- Implementation of plan...................................................................................................7
Step 5- Budgeting........................................................................................................................9
Step 6 – measuring the campaign ...............................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
A digital marketing plan refers to a document which shows the detail planning of digital
marketing campaign or action. It is a tool of guiding marketing activities of day to day
operations. Moreover, it defines what a company wants to achieve with in a given time
framework for meet out its organisational goal. Mainly this plan focus on the marketing tactics
which attracts company's target customers and general public. Through using advertising,
content marketing, email & mobile marketing, search engine optimisation and other components
of digital marketing. The main purpose of digital marketing plan is to attract and stimulate
consumers to buy product and services of company.
MAIN BODY
Overview of digital marketing process
Digital marketing is a process which includes, E-mail, search engine optimisation,
affiliate, search engine and content marketing. This process starts with research firstly firms will
collect informations after that creation of objectives, goals and making marketing plan of an
organisation is done. After primary digital identities firms will start promoting the website
through messages, emails and other marketing channels. Now performance monitoring is done
by the analyses of digital marketing work. If more promotion is required then company will
start making changes in the digital identity or channels of marketing This report is based on
Virgin Atlantic Airways Limited which is a British airline firm that was founded in year 1984
and its head office is in England. The company has recently launched an application named as
“Virgin Atlantic crew Plant app. Its services and products are offered from various distribution
channels like official websites, online travel websites, or through local travel agents.
Critically analysis of Virgin Atlantic Airways Limited online strategies
Virgin Atlantic Airways Limited was founded in the year of 1984 as British Atlantic
Airways by its co founder Randolph Fields and Alan Hillary. It stands at the second largest
internation airline to come under British Long Haul category. This company is 51% owned by
Virgin group and 49% by Delta Air Lines. The quoted firm operates in North America,
Caribbean, Africa, Middle East and Asia from its main base at Heathrow. The chosen firm has
three class cabin designs - Economy Class, Premium Economy Class, and Upper (business

class) for its customers. Business travellers are the target customers of the company so firm will
more focussed on middle class or upper class society.
In order to promote its services, digital marketing carries out different commercial
activities by using mobile applications, web and other media platforms like, social media,
interactive, online and E-marketing. Through using this platform company will promote its new
launching application " Virgin Atlantic crew Plant. Currently customers start using online
marketing channels at the stage of booking with the mobile phones or computers, at boarding
process with their smartphone applications of the airlines company. So basically this strategies
helps the customers for meet out their need and demand at a very low time.
Step 1- Situational analysis
SWOT Analysis
Strengths: Firm have very innovative and unique branding and advertising techniques and also
have wide and strong networks (Gürel and Tat 2017). Joint venture with delta is another
strength of the company. Another strength of company is that they provide quality services
which results in satisfaction of customers.. Company provide employment to more than 8000
people and company is carried over 5 million passengers in a year
Weakness: With Brexit, Virgin Atlantic is going to face a lot of financial challenges because
revenue gets in pound and spendings in dollar. company may facing problems in raising capital
because of private ownership (Wang and Wang 2020). Provide quality services at higher cost
from its competitors so consumers shifted to competitors firms. Financial statements shows poor
picture of the firms profitability.
Opportunity: By Brexit company enter into the corporate world so scope for the business is
increased. company now more focus on changing preference of the customers and provide them
same per their choices (Esteves and et.al., 2017). The quoted firm may introduced new fleets
and routes by increasing business with global alliances.
Threats: Competition from other brands (Lufthansa, Emirates, Air France, British Airways) is
the major threat for the company. Rising fuel costs and changing aviation regulations also have
negative impact on firm. Increasing competition and rising labour cost can also affects margins
for virgin Atlantic.
PESTLE Analysis:

Political Analysis: It is analysed that Virgin Atlantic is facing different political
challenges because of Brexit company does not operate any direct services between UK and EU.
It impact negatively on firms profitability (Yusop 2018).
Economic Analysis: In context to Virgin Atlantic, due to Brexit inflation rate of UK is
increases and decline the buying Power of people living in UK (Thomas and Housden, 2017).
This impact negatively on sales of Virgin Atlantic and reduces its profitability and revenue level
Social factors: Virgin Atlantic provide services according to customers requirement and
also ensure that they can make changes that meet with the market demand (Oklander and et.al.,
2018.). The changing travel habits of people have wide impact on airlines industry. So chosen
firm will also provide services as per demand of the customers.
Technological Analysis: With reference to the quoted firm technology play important
role because it helps in provide better service to the customer (Fozer and et.al., 2018). By
providing complete information from booking to handling customers complaints is now possible
by using technology.
Legal Analysis: Company will comply with all rules and legislations so that they can
implement activities without any delays and government penalties.
Environmental Analysis: Virgin Atlantic follow all the environment laws that helps in
building brand image of the company. Firm will also do corporate social responsibility activities
for save the environment and more focus on declining the use of carbon footprints.
Competitors Analysis
On the basis of pricing strategy Virgin Atlantic is using price skimming strategy on the
other side its competitor firm British Airways uses differentiation pricing strategy (Guo and
et.al., 2017). With reference to promotion mix it has been stated that British airways advertises
through TV, billboards and newspapers, while Virgin Atlantic is using social media campaign
and other digital marketing platforms. the major USP of quoted firm is premium Airlines, upper
Middle class, middle class while USP of British Airways is Premium airline based out of UK
Catering the world
Market Analysis
From analysis of market it is evaluate that currently airlines industry is using Online
reservations an online check in facility, validation, baggage and security services, way finding- i
Beacons (Ivanov 2019). Digital display, boarding wearables, integration NFC apps is used by

the airline industry. These digital innovations bring positive impact on aviation industries. If
Virgin Atlantic will comply with all this changes then this will result in increase in profitability
of the company
Step 2- digital marketing strategy
Virgin Atlantic is a London based airlines with over 200 k Facebook fans, 115 k twitter
and 1.2 M followers on google. A digital marketing plan is a document caring details regarding
the plans for the campaign and actions it includes short, medium, and long term business goals.
With the help of digital marketing like social media the company can explore its products and
what are the service that company give to the customer are also known by them with the help of
digital marketing. The strategies made to achieve goal are also decided in the digital marketing
plan and what are the channels used by the firm. What the action taken and development plans
for betterment of the business like investment done and how yo control budget are also decided
at the time of making the digital marketing plans and last the timing to implement that plans.
Virgin Atlantic will make use of the Facebook in order to communicate with consumer and
market the product and services. In addition to this Facebook can also be used to take feedback
from consumers. This will assist company in knowing the views and opinion of consumer and
amend in products of company (How to Plan a Marketing Budget in 6 Simple Steps: 2021
Guide)..
Step- 3 Objectives
 The goal of the digital marketing are used to attract large number of customers.
 The progress of the airlines must be measured to meet the goal
 goals for the business should be attainable including factors like budget and completion.
 The strategy made should be relevant according to the brand positioning.
 Management need time deadlines to achieve progress towards their completion.
Importance
 digital marketing gives us the opportunity to be in contact with the audience.
 With this the company can improve the overall performance and reputation by creating
online awareness.
 To increase the number of consumer by 25 % with help of social media platform .

Step 4- Implementation of plan
It is the process that is used by the company to achieve its strategic objectives that is
adopted by them. In this the marketing manager ensure the efficient use of capital, human and
marketing resource. The very important factor in implementation is skills, attitudes and
behaviour of the staff. The objective will be achieved by implementing the digital marketing
campaign in the intended manner. For this company will decide a target consumer and with help
of a digital marketing platform will market product and service of company.
Controlling in digital marketing refers to the setting values which are related to
measurement and objectives. This are related to control the annual plan that are performed by the
mid-level management like sales etc. By comparing the planned values to the actual values to see
what are the defaults and can give explanation on that causes. This are also related to the
controlling of social and ethical responsibility of enterprise (Hanlon, 2019).
SEGMENTATION: The segmentation of virgin Atlantic has two segmented that are
upper class and economy class further economy is divided as premium and regular which are
consisting of economy and coach fares They have different demographics as most of the
travellers are business and leisure (Camilleri 2018). They also allow the trained pets who guide
the disabled people and also offer touch-screen seatbelt, power outlets and comfortable pitch.
TARGETING: They are identifying market segment which allow them to focus
completely on their target audience because it is easier to please them accept the larger diverse. It
not only target but also target leisure customers by providing them more flexibility with all the
requirements they want. It also target people by providing them quality, fun, innovative, honest
and caring so that people will like it and the airline will enjoy it increase in customer (Imran and
Ghouse, 2017).
POSITIONING: happy customer is the main objective and goal of the company. By
putting all its efforts by satisfying market today it is very popular airline with unique brand
personality (Nadanyiova and 2020.). It is known for attracting customers by innovating new
things for them and believe in high customer services. They have a slogan that is “this is how to
fly” which means positioning of virgin Atlantic.
VIRGIN ATLANTIC MARKETING MIX Ps

It analysis and explains the market strategy like product/service innovation and customer
experience (The 7 Ps of Marketing. 2004.).
PRODUCT: It has around 30+ air planes as its product & service offering and also
include Boeing and Airbuses. Every planes different class like economy, business and premium
class that focus on providing best quality to its customer. It have superior cabins with wider
space and seats also provide business class passengers with lounge access and luxury facilities
etc. They also have different menu for kids and also include entertainment like games, movies,
magazines etc. (Chaffey and Smith, 2017).
PRICE/PRICING: The rate of the airlines are Higher then other because it provide luxury
facilities to its passengers (Thabit and Raewf 2018.). They also follow comparative pricing
strategies so that they remain in the market and people will like them.
PLACE: It have around 39 flights that travel 29 destinations. They work form three
places that are London - Gatwick airport, Heathrow airport and Manchester airport. People can
book them through online by various online agencies, website and through phone by customer
support services.
PROMOTION: They promote their brand by their social media campaign which help
them to gain and connect with them. Television advertisements are very strategically made and
they also employee smart and beautiful women to attract large number of passengers
(Büyüközkan, Havle and Feyzioğlu, 2021). They also have special offers based on customers,
destinations and seasons.
PHYSICAL EVIDENCE: The company operates in three places of UK and are present in
almost all the continent (Chaffey and Smith, 2017). Its head office is at Crawley, UK that carries
services like call centres, baggage and support departments.
PEOPLE: In company their are over 9000 employee ans take both customer and emplyee
very seriously. They also believe that people will come to them for their quality even if price is
bit high and treat them with full respect and comfort (Miller, Hildred and Rabin, 2018).
PROCESS: The product of the company are first tried and tested then only they provide
them to the customer for their satisfaction. For booking the flight customer will go the website or
travel agents ans they also give the itinerary and luggage requirements with the ticket.

Step 5- Budgeting
It is creating a plan of how to spend the money. Allows us to know that weather we have
money to do the things you need and like to do in simple it is balancing expenses with the
income (Bala and Verma, 2018).
Most of the company prepare their budget based on previous year or by estimations. The
virgin Atlantic use digital marketing budget that focus on specific goals and make things that can
work for long period of time. The resources budgeting framework helps in reflecting the cost of
the activities that the organisation is spending. Budget will include:
fixed cost that are related to rent, salaries, and financial costs.
Variable cost that include raw materials and overtime
one-off capital costs which are for the purchase of computer or equipment premises.
The resources that are available at the time of campaign are websites, newsletters,
magazine and videos (Cao and et.al., 2020). To control the budget it must be planned in the good
and managed manner. It should be utilised according to the funds required so that no extra
money can be used. Although can also compare it with the figures that were set in the beginning
of the year. With the help of variance analysis we can find out the actual income and budgeted
expenditure which is important technique in the budgetary control process.
Step 6 – measuring the campaign
The final step at the end of digital marketing campaign is post launch performance.
Set analytics benchmarks and optimize based on performance: Sites have goal that are
directly connected to your business. They are used for providing information for them who move
forward to see the path after that set the events and goals that is used by them (Avram, 2017). If
the people visiting are 50% and half of them are interested on economy flights then company
can improve data and standard that are set on the website.
Monitor and optimize for organic keyword performance: This are related to seeing the site
that that the strategies made are working in better manner. For example the website of virgin are
dropping after viewing or falling to convert it is duty to see the page and change for specific that
will result in attracting more qualified visitors (Herhausen and et.al., 2020).
Align website optimization plan with business goals: By seeing previous recommendations the
company found that there are many ways in which company can improve its performance. If the

company is opening its new location or entering new market it should be enter in website so that
people will know about the new initiative.
Create the content editorial calendar: The website used by the company should be timely
updated with the fresh content which is helpful to visitors. The company have started new
services for the business class people that should be mentioned and updated so the more people
will prefer that airlines ( Zaki Ahmedand Rodríguez-Díaz, 2020
.Avram, 2017).
Check site health regularly: The final step is about checking the site on regular basis that all
the links are working property people are not having difficulty in seeing that and see the
comment what the customer are suggesting and queries of them. Virgin Atlantic are very curious
about the health of the people they provide special seats for the people who are sick and they also
have medicines for them they should check their site that after travelling to the flights what are
the more thing that flight should have for the customers.
CONCLUSION
From the above stated report it has been discussed about the environment analysis and
marketing micro analysis is done in which the swot analysis, pestle analysis, competitors
analysis and marketing analysis related to digital marketing of virgin Atlantic is summarised.
Further to that marketing plan, objective, implementation and how to control marketing term is
also mentioned in above project. In this the segmentation, targeting and positioning along with
the digital marketing mix are also given. Lastly it has been discussed about the budget how to
make it and what are the resources used and what will be the measure to control budget is also
mentioned along with post launch performance of digital marketing campaigns.

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Online

The 7 Ps of Marketing. 2004. [ONLINE]. Available
through<https://www.entrepreneur.com/article/70824 >
How to Plan a Marketing Budget in 6 Simple Steps: 2021 Guide [online]. Available
through<https://www.webfx.com/blog/marketing/how-to-plan-a-marketing-budget/>