Developing a Marketing Plan for Tigerair Australia: MKT103 Report

This report outlines a marketing plan for Tigerair Australia, aimed at increasing brand reputation and market share within the domestic low-cost carrier market. The plan focuses on improving customer satisfaction and safety ratings through targeted marketing objectives. It identifies a primary target market of men and women aged 18-45 living near metropolitan airports, with a secondary focus on passengers forgiving of service failures. Key strategies include implementing a new customer service portal and rebranding to enhance Tigerair's image. The marketing mix strategies involve product/service improvements, pricing considerations, strategic placement, and effective promotion and distribution channels. The plan also includes evaluation and control metrics, along with recommendations for policy options, investments, and campaigns, all designed to improve Tigerair's overall performance and customer perception.

Running head: INTRODUCTION TO MARKETING
Introduction to marketing
Name of student
Name of University
Author note

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INTRODUCTION TO MARKETING
Table of Contents
Introduction................................................................................................................................3
Marketing initiative....................................................................................................................3
Marketing objectives (2)............................................................................................................3
Segmentation, target marketing and positioning........................................................................3
Marketing mix strategies............................................................................................................4
Evaluation and control...............................................................................................................5
Recommendations and Conclusion............................................................................................6
References..................................................................................................................................6

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INTRODUCTION TO MARKETING
Introduction
The report is prepared to develop an effective marketing plan that has been aimed at
spreading awareness among the customers, furthermore to influence their buying behaviours
or purchasing decisions. The topic will present an idea about identifying the target market
and use the marketing mix strategies and concepts to accomplish the desired goals and
objectives, furthermore ensure anticipation of changing demands and expectations of the
customers effectively. Considering the organisation named Australian Research Alliance for
Children and Youth or ARACY, the marketing plan will be developed for making people
aware of the learning needs for children and ensure welfare of children, furthermore influence
them to make healthy choices in life (Aracy.org.au, 2019).
Marketing initiative
The marketing initiative has been focused on the expansion of market demands with
the generation of new customers through implementation of a new market strategy. With the
formation of new customers, the company would likely create awareness at higher level while
at the same time, facilitate the implementation of market penetration strategy, geographical
expansion strategy and new market strategy too (Wrenn, Stevens & Loudon, 2013).
Marketing objectives (2)
The major objectives or goals based on the SMART criteria include:
Specific (S): The specific objective is to identify the various forces that have influenced the
marketing approach or initiative managed by ARACY and create awareness about meeting
the needs of learning, furthermore ensure wellbeing of children

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INTRODUCTION TO MARKETING
Measurable (M): The measurable objective is to promote collaborative research and agenda
setting to the policies and practices, furthermore ensure social justice by providing them with
facilities and creating readiness to learn within a calendar year (Molenaar, 2013).
Segmentation, target marketing and positioning
Segmentation
ARACY must segment the market consisting of large group of people into smaller
segments based on the geographic, demographic, behavioural and psychographic variables
for creating awareness among people in those market segments. The segmentation tools that
can be used by the company are behavioural segmentation and psychographic segmentation
(Fill & Turnbull, 2016). The segmentation could allow for categorising the market
comprising of children with lower income, those who experience health issues, social issues
and are addicted to drinking or other bad habits.
Psychographic
High
consciousness
about wellbeing
of children
Medium
consciousness
about wellbeing
of children
Low level
consciousness
about wellbeing
of children
Behavioural Low income
families
Children
experiencing
health issues
Social problems
Children with

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INTRODUCTION TO MARKETING
drinking habits
Targeting
The targeting enabled identification of right target market segments and putting focus
on the different segments of people, especially the children who the company want to provide
better facilities with for a healthier future and wellbeing. The marketing demands include
readiness to learn and
Primary target market- The communities in Australia consisting of young individuals, i.e.,
aged between 0-24 years, who experience lower income and thus are unable to gain access to
educational facilities. The target market comprise of Non-profit organisations, because
ARACY aims to work collaboratively with them for conducting research and promote new
ideas for the welfare of children, furthermore resolve the social issues (Mullins et al., 2013).
This could also raise the level of charity income and ensure serving the young children in
need and make them lead a better and healthy life in the future (Aracy.org.au, 2019).
Secondary target- The Young individuals who are found to consume alcohol and drugs
regularly. This has not only created health related issues, but also has resulted in deaths due
to injuries at road, suicides and fights. Thus, they are the individuals within the secondary
target market, whom the organisation has focused to create a healthy lifestyle. ARACY aim
to work in coordination with the Government in Australia to develop campaigns and
initiatives required to make the young people aware of the negative consequences and make
drinking habits among them come to an end for the betterment of their health and lifestyles
(Weinstein, 2013).
Brand positioning

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INTRODUCTION TO MARKETING
The brand positioning has been managed by ARACY for the purpose of managing
differentiation of services and so that people can distinguish between the children welfare
campaigns from the anti-drinking campaigns managed by the company. To manage brand
positioning effectively, the company should also put efforts to manage diversity of
stakeholders in business, furthermore conduct research and development activities along with
collaboration with the Australian Government for enhancing the efficiency of professional
practices, aimed at improving the welfare of children in need (Lei & Moon, 2015). This
should also prioritise on differentiating the services delivered, furthermore aim at creating
awareness among the children and influence the readiness to learn by offering services that
can allow them to study, learn and lead to a better future (Urde & Koch, 2014). The
positioning of the brand would be possible and also the company could organise public
relations events and campaigns for spreading awareness, furthermore manage growth and
development of children along with dealing with the social issues faced by the children in
Australia.

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INTRODUCTION TO MARKETING
Figure: Perceptual map (Urde & Koch, 2014)
Marketing mix strategies
Product service
The major product or service is the initiative or campaign managed by the organisation to
focus on the welfare of children in Australia. The advertisements on televisions, newspapers,
public relations campaigns and websites are other services managed by ARACY to spread
awareness among people regarding the research and agenda setting for the youths and
children aged between 0 to 24 years.
The workshops and seminars along with electronic mediums are managed to manage
intervention and make people aware of the harmful effects of drinking too, furthermore
influence them to stop such bad habits (Canhoto, Clark & Fennemore, 2013). The
management of campaigns collaboratively with the non-profit organisations and NGOs
should raise the charity income and create facilities for the children to learn and educate,
furthermore support those youths with lower level of income in family and facing social
issues (Aracy.org.au, 2019).
Price
There are no such specific prices set for the services delivered as most of the
initiatives and campaigns are aimed at promoting research to policy and practices for the
betterment of young individuals. There must be good amounts of investments by the
shareholders or investors to ensure managing the campaigns wisely, furthermore prevent
social issues and ensured support to the children in need. This should be helpful for resolving
the gaps in children’s growth, functioning and achievement in their future career (Jenson &
Fraser, 2015). The company could also generate a good amount of market share and ensure
profitability too.

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INTRODUCTION TO MARKETING
Place
The place refers to the locations where distribution of services is possible, which
ensures delivering services all over Australia and the neighbouring countries too for the
purpose of children and youth wellbeing along with undertaking preventive actions for
benefiting the individuals aged between 0 to 24 years. The channel alternatives are though
many such as online website management, social media platforms, etc., which could allow
clients to discuss about the issues faced by children and take necessary actions
collaboratively (Stott, 2013).
Promotion
The messages shared or exchanged facilitate the promotional strategies and must be
able to transform the mind sets of audiences, furthermore target both primary and secondary
market segments. The promotions would be possible with the help of advertisements and
spreading social messages through televisions, newspapers, websites and banners (Seymour,
2017). The engagement of social networks could also boost the promotional activities.
Distribution
The objective of distribution of services is growth of the company as well as raising
awareness about improving the welfare of children and youths. The advertisements and
promotions through social media channels could further reach the masses and make people
aware of the approaches needed to improve the wellbeing of children and youth, thereby,
ensure creating awareness of the campaign for raising the charity income too (Currie, 2013).
The distribution model has enabled ARACY to place the services in various places of
distribution, which can allow the goods and services to get moved from the manufacturer to
the end users. Thus has helped in targeting different nations where the services are provided
to improve the health and wellbeing of youths and children. The company also made sure to

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INTRODUCTION TO MARKETING
introduce new channels for distribution such as promoting the services online and even
managing campaigns in Australia to promote the welfare of children and youths with ease
and efficiency.
Figure: Distribution model (Currie, 2013)
Evaluation and control
Metric Method of
Measure
Timing Responsibility
Creating
awareness
among
people to
raise charity
income
Through
distribution
networks and
promotional
activities
Every month Marketing Manager
and executives

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INTRODUCTION TO MARKETING
Promoting
readiness to
learn and
educate
Arrangement
of
educational
faculties and
supporting
the children
and youths
from lower
income
background
Monthly Australian
Government
Recommendations and Conclusion
The most suitable recommendations are as follows:
 It is recommended to add some new policy options for the purpose of improving the
Children and youths’ welfare
 The investors or shareholders are recommended to make investments and improve the
level of services to be provided to the children and youths through better learning
opportunities created

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INTRODUCTION TO MARKETING
 It is also recommended to develop campaigns related to alcohol consumption for
creating awareness among them about the ill effects of drinking, furthermore prevent
such issues to emerge again
 The Australian Government must be responsible for supporting the minority children
and their families by providing them with different level of resources and ensure
fostering the social wellbeing too
Conclusion
The report was prepared to develop a marketing plan at ARACY for the improvement of
lives and manage wellbeing of youths and children in Australia. The objectives also included
facilitating their learning experience through arrangement of educational facilities and at the
same time, ensure social justice and improving the readiness to learn and educate. The
primary targeted market segments were to be provided with necessary services for their
wellbeing, furthermore ensure smooth business functioning along with contributing to the
economic wellbeing and improvement of children and youths within the community in
Australia too.
Timeline
Ja
nu
ary
Feb
rua
ry
M
ar
ch
A
p
ri
l
M
a
y
J
u
n
e
J
u
l
y
Au
gu
st
Sept
emb
er
Oc
to
be
r
Nov
em
ber
Dec
em
ber
PRODUCT
campaign managed for the
welfare of children in Australia
Research and agenda setting
for the youths and children
Increase charity income and
create facilities for the
children to learn
PRICE
Influence shareholders to
make investments

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INTRODUCTION TO MARKETING
Supporting the children and
family with lower income
Expenses to be made to
ensure learning and
educational facilties for
children
PLACE
Making services available in
Australia and neighbouring
countries
Online website management
Social media platforms
PROMOTION
Target the primary and
secondary market segments
Manage positoning and
segmentataion
Promotions through
televisions, newspapers,
websites and banners
EVALUATION
Creating awareness among
people to raise charity income
Promoting readiness to learn
and educate
Australian Government must
support the minority children