Marketing Plan for Wizzair Cinema

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AI Summary
This marketing plan outlines the strategies and tactics for promoting Wizzair Cinema, an app that provides offline streaming services to passengers. It includes a situational analysis, objectives, strategy, tactics, actions, and control measures.

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Marketing
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Table of Contents
INTRODUCTION...........................................................................................................................3
Company background......................................................................................................................3
Section 1 Situational analysis..........................................................................................................3
Section 2 objectives.........................................................................................................................4
Section 3 Strategy............................................................................................................................5
Section 4 tactics...............................................................................................................................6
Section 5 Actions.............................................................................................................................7
Section 6 Control.............................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
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INTRODUCTION
Marketing is focused on advertising, selling as well as delivery products to the consumers as
it refers to the activities of a firm that undertakes in order to promote selling or buying of
products as well as service. At the most basic level marketing is also considers as a discipline
that includes all the actions of a firm that undertakes in order to draw within consumers as well
as maintains relationship with them (Abdullahi, 2019). Product, Price, place as well as
promotion are also known as the Four Ps regarding marketing. These four Ps Collectively
makeup such essential mix so that firm requires to market a good or product. In this report it will
be described about a marketing plan of Wizzair Cinema in which there are many components
explained that is situational analysis, objectives, strategy, tactics, action and control.
Company background
Wizzair Cinema is a company that have a created an App to stream media content offline. It
will provide streaming services to passengers who are traveling via flight. Here, company will
target passengers who are flying. Also, company will use technology to stream offline content in
flights. The goal of company is to promote value of each nation to promote tourism. In this
content will be created by company only.
Section 1 Situational analysis
It is found that as business App is newly emerged in market so the market size of online
content streaming media industry is very large. It is found that there are many new companies
emerging in this industry and providing similar services to customers. Also, with change in
people needs and technological advancement industry is rapidly growing. This is because there
are many number of youngster and other people who are using various apps for watching
content. So, Wizz App can expand and grow in emerging markets such as India, turkey,
Indonesia, etc and promote their product (Adams, Freitas, and Fontana, 2019). However, the
customer are those who are traveling through flights. Thus, they can easily watch offline content
on App while travelling. Besides that, the app can also be used by those customers who are not
travelling and want to watch offline content. it will make them to watch movies, series, etc. of
Wizz cinema.
Moreover, it has been analysed that there are other companies such as Amazon and Netflix
who is also providing similar type of service to people. They have already captured a good
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market share in this industry. Also, they both have created a good brand image and reputation in
market by providing high quality offline content service to customers.
The competency in Wizz App is that it will offer services to passengers as well who are
traveling in flight. It means they can watch movies or content in flight as well. Thus, this type of
service is not provided by Netflix and Amazon to their customers. Alongside, it will guide them
of each destination which is covered by Wizz air. It promotes national value of countries.
However, the current performance of Wizz app is that not much people are aware about App and
its features. Furthermore, there is only limited number of downloads of App. Apart from it,
competitors are easily able to attract customers. Their performance is very high as compared to
Wizz app. Hence, it requires for Wizz app to improve its performance in the market so that
passengers are able to download and use App to watch various shows, movie, etc when they
travel in flights.
It will allow Wizz app to do provide high quality services to passengers in flight and enhancing
their performance in market (AlAwadhi, and Al-Daihani, 2019).
Section 2 objectives
What is goals// mission
It is important to develop goal of plan so that accordingly decision is taken and strategy is
developed. The goal also provide a direction to Wizz app in which way they want to be
achieved. Similarly, Wizz app goal is to develop an App that provide offline services to people.
Also, they want to capture 7% market share of UK within 3 years. Moreover, vision is to
become first choice of passengers in content streaming. The app will include media content such
as movies, TV shows, documentaries and other types of entertainment content. All of them will
stream offline with the aid of technology development. The app is meant to make flights more
enjoyable. The app will also include travel guides for each destination covered by Wizz air
because the airline aims to promote the national values of each country and support the
hospitality industry by encouraging tourism. The content will be created for Wizzair exclusively.
Customers will be able to use the app for free when they first try it. After that, customers will
have three subscriptions plans with different levels of access of the content: basic plan, standard
plan and premium plans.
What are KPI’s
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There is required to develop some KPI through which outcomes will be measured. It also helps is
finding out whether goals set is achieved or not (Bondarenko, Efremenko, and Larionov, 2019).
Likewise, within present marketing plan as well KPI set are defined as
Number of downloads- in this it will be measured that how many people have downloaded the
App. So, total number of downloads will be calculated in it.
Membership taken- it is also a KPI in which it will be found that how many passengers have
taken the membership and of which type. Hence, it will be measured with set goals.
Rise in App traffic- this KPI will show how much increase is their in App traffic. So, it will be
evaluated with number of downloads.
Therefore, these are some KPI by which outcomes of plan will be measured with set goals.
It will enable in making changes in marketing plan.
Section 3 Strategy
STP- It is the first step to find out target market by company. In this there are 4 types of
segmentation which is done that is demographic, psychographic, behaviour and geographic. This
is important as on basis of that targeting is done. Similarly, Wizzair Cinema have also segmented
market on basis of psychographic segmentation (De Mooij, 2019). It is considered as a process
regarding dividing consumers with several requirement alongside similar requirements.
Targeting- This is second stage in which target market is identified based on segmentation done.
In this Wizzair Cinema have target the customers on basis of lifestyle. They have targeted
millennial consumers who wants to stay connected by their flights. They can use their phones
during flight to have a happy journey by watching movies, series, etc.
Positioning – The company needs to position their product in market so that customers are aware
about it. thus, Wizzair Cinema have positioned their service by creating value. The app will
provide a new experience to passengers in flight.
Processes- here, Wizzair Cinema should adopt automation process in marketing so that service
can be promoted on various channels such as e mail, social media, etc. to create awareness about
it. this will enable in attracting more customers and generating revenue from it. Also, messages
and content about new movies, series, shows, etc. will be sent to customers automatically on
several platforms (Gilboa, Seger-Guttmann, and Mimran, 2019).
Tactical tools – It is necessary to use different tactical tools as well by Wizzair Cinema. This is
because it will help in effective marketing and advertising of App. Therefore, Wizzair Cinema
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can use tools such as social media sites. In that they can use new features of Instagram reels and
upload short videos of App. With that they can reach more customers at global level. Along with
that, PPC advertising tactic can be used as well. It will led to downloading of app by more
people.
Section 4 tactics
Details of strategy
Wizzair Cinema can follow penetration pricing strategy which will allow them to gain
competitive advantage in market. In that, they can provide service to customers at low prices as
compared to rivals. So, it will enable in easily attracting more customers and gaining huge
market share in it. The company is focusing on strategy of creating awareness in market and
attracting customers by providing them value of service.
Marketing mix-
Product- The app will also involve media content such as TV shows, movies, documentaries as
well as several types of the content (Giyazova, and Zayniev, 2020). The app will also involves
travel guides for each and every destination that can be covered through Wizz air as aim to the
airline promotes the national values of each nation as well as supports the hospitality industry
through boosting tourism. Consumers will be capable to utilises the app for free first time. After
that there is 3 subscriptions plans that are standard plan, basic plan and premium plan. This can
be chosen by them.
Place- It is P which refers to place where App will be available. Thus, it can be downloaded
through 2 App stores that are Google Play or Apple Store. In addition, the links of downloading
App will be displayed on various social sites that are Facebook, Instagram, You tube, etc. So, it
will enable in reaching more number of people.
Price – This P is crucial in it as it refer to pricing strategy. Hence, as there are 3 types of plans
provided by Wizzair Cinema that is standard plan, basic plan and premium plan. Company will
follow affordable pricing strategy in which it will be available from £5 and £15.
Promotion- it is also important P of promoting App. Thus, Wizzair Cinema will promote it on
different social sites that are You tube, Instagram, facebook, etc. besides that, they will utilise
suppliers and partner of online platform to promote App and gaining trust of customers. In
addition to it, Wizzair Cinema will also use Google search engine to promote app (Smith, 2019).
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Communication mix- There is need to use communication mix tool to promote app in market.
So, here, Wizzair Cinema will use advertising and sales promotion to reach target customers. the
ads will be displayed on social sites and in sales promotion social media contest and giveaway
will be done. Moreover, joint promotion will be done with other companies such as facebook,
etc.
Budget-
There is need to budget through which all promotion and marketing activities are done. It
allows in proper allocation of resources. So, here, for Wizzair Cinema budget required will be
£500.
Time line
The timeline is need to develop to show that when promotion will start and end. As there
are various promotion to be done so Wizzair Cinema will do it daily on different site. The start
date is 5/7/20 and end date is 25/8/20
Section 5 Actions
There is need to assign roles and responsibilities to various departments so that effective
promotion is done. As in Wizzair Cinema there will be various department that is marketing,
sales, finance, operation, etc. Hence, marketing department will be responsible for promoting on
social sites that is Facebook, Instagram, You tube, etc. They will also interact with online
suppliers and partners to promote App on social platforms (Steinhoff, Arli, and Kozlenkova,
2019).
The responsibility of sales department will be to do sales promotion and advertising of App.
They will engage in developing creative ads and promoting on social media. Furthermore,
various social contest will be organised by them.
Besides that, responsibility of manager and employees working in Wizzair Cinema is to
develop plan and strategies that how to execute them. moreover, they will be responsible for
monitoring of marketing activities and promotions done.
The agency that is suppliers and partner will be responsible for implementing plan
obtained from company marketing department. they will take feedback of customers and make
report on it.
Ghantt chart
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Who What is done When is done
Marketing department Developing of marketing
strategy and setting of goals
Every week from Monday to
Friday
Sales department Doing of sales promotion and
advertising
On weekends that is Saturday
and Sunday
Suppliers and partners Working on plan send by
marketing department
Every month that is from 5 to
25.
Section 6 Control
It is necessary to control the marketing strategy developed so that it is fond whether goals
set are attained or not. Also, it enables in making changes in strategy by measuring outcomes
with set goals. likewise, Wizzair Cinema will use certain KPI in order to control strategy
developed. It is defined as :
Number of downloads- in this it will be measured that how many people have downloaded the
App. So, total number of downloads will be calculated in it. and then it will be measured with set
goals (Valtakoski, 2019).
Membership taken- it is also a KPI in which it will be found that how many passengers have
taken the membership and of which type. Thus, data will be collected here and analysed to
calculate profit generated from it. Hence, it will be measured with set goals.
Rise in App traffic- this KPI will show how much increase is their in App traffic. So, it will be
evaluated with number of downloads.
PPC clicks- The KPI will be used to find out how many customers have clicked and downloaded
the app from link available on different social media platforms. From that it will be evaluated the
percentage of download from PPC and profit generated from it (Abdullahi, 2019).
Hence, these are methods through which company will be able to control their marketing
strategy. It will allow in measuring goals and then making changes in strategy.
However, balance score card will be developed for strategic planning in which daily
activities of marketing strategy will be prioritized. Thus, activities will be aligned with set goals.
CONCLUSION
From above it can be summarised that Wizzair Cinema is company providing offline content
to passengers in flights. It offers content streaming services to them. The goal of company is to
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promote value of each nation to promote tourism. Also, Wizzair Cinema segmented market on
basis of psychographic segmentation, target the customers on basis of lifestyle and have
positioned their service by creating value. The tactics used by them is use new features of
Instagram reels and upload short videos and PPC advertising. Here, app is downloaded through 2
App stores that are Google Play or Apple Store and affordable pricing strategy is used in which
it will be available from £5 and £15. The company has used different social sites that are You
tube, Instagram, facebook, etc.
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REFERENCES
Books and journals
Abdullahi, S.I., 2019. Zakah as tool for social cause marketing and corporate charity: a
conceptual study. Journal of Islamic Marketing.
Adams, P., Freitas, I.M.B. and Fontana, R., 2019. Strategic orientation, innovation performance
and the moderating influence of marketing management. Journal of Business
Research, 97, pp.129-140.
AlAwadhi, S. and Al-Daihani, S.M., 2019. Marketing academic library information services
using social media. Library Management.
Bondarenko, V.A., Efremenko, I.N. and Larionov, V.A., 2019. Marketing strategy for hotel and
tourist complex companies.
De Mooij, M., 2019. Consumer behavior and culture: Consequences for global marketing and
advertising. SAGE Publications Limited.
Gilboa, S., Seger-Guttmann, T. and Mimran, O., 2019. The unique role of relationship marketing
in small businesses’ customer experience. Journal of Retailing and Consumer
Services, 51, pp.152-164.
Giyazova, N.B. and Zayniev, A.A., 2020. Types of marketing communications and their
classification. In International scientific review of the problems of economics, finance
and management (pp. 32-38).
Smith, L., FACECAKE MARKETING TECHNOLOGIES Inc, 2020. Targeted marketing
system and method. U.S. Patent 10,783,528.
Steinhoff, L., Arli, D. and Kozlenkova, I.V., 2019. Online relationship marketing. Journal of the
Academy of Marketing Science, 47(3), pp.369-393.
Valtakoski, A., 2019. The evolution and impact of qualitative research in Journal of Services
Marketing. Journal of Services Marketing.
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