Marketing Communication- Virgin Atlantic

Added on -2020-02-05

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MARKETINGCOMMUNICATIONFRAMEWORKS
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1Analysis of Virgin Atlantic brand and evaluating marketing and communication issues facedby the company.......................................................................................................................1TASK 2............................................................................................................................................3Communication Objectives....................................................................................................3TASK 3............................................................................................................................................5New strategic direction for Virgin Brand...............................................................................5TASK 4............................................................................................................................................6Communication activities used by Virgin Atlantic................................................................6TASK 4 a.........................................................................................................................................8Scheduling of communication and tools and media...............................................................8TASK 5............................................................................................................................................8Communication Budget..........................................................................................................8TASK 6............................................................................................................................................9Communication Evaluation....................................................................................................9CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................11
INTRODUCTION Communication is a key element for organizational success. Expanding boundaries anddeveloping growth prospects of the business has complicated the communication process.Organisation in the present global world needs to select effective and well defined means ofcommunication in order to attain effective results. Virgin Atlantic is a successful brand of virgingroup which provides aviation services to different parts of the world. The company wasestablished in the year 1984 and has been successfully operating thereon. This firm has beenknown for its unique marketing agenda which has helped it in developing a unique brand namewithin the market. The present study will focus on developing effective and competitivemarketing communication plan for ensuring the success of the business within the economy. TASK 1 Analysis of Virgin Atlantic brand and evaluating marketing and communication issues faced bythe companyVirgin Atlantic is a successful airline brand operating globally. The company has gainedhigh brand recognition in the international market due to its unique marketing strategies and1| P a g eIllustration 1: Demand analysis for Virgin Atlantic(Source: Zeithaml, Bitner and Gremler, 2010)
communication plan as well. The brand analysis of the organization will help in analysing itspresent market position and issues that the company are facing for developing its marketing andcommunication plans. Brand equity modelBrand identity2| P a g eIllustration 2: Brand equity modelIllustration 3: Comparative analysis of low cost carriage and premium services(Source: Virgin Atlantic Airways – Company Overview)

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