Marketing Report: Virgin Atlantic Airline and Marketing Mix

This report delves into the marketing strategies employed by Virgin Atlantic and British Airways, focusing on the application of the marketing mix (7Ps) to achieve their business objectives. The analysis compares the two airlines across product, price, place, promotion, people, physical evidence, and process, highlighting their respective approaches and tactics. The report also includes a detailed marketing plan specifically tailored for Virgin Atlantic Airline, incorporating elements such as executive summary, company overview, vision, mission, achievements, SWOT analysis, marketing objectives, and a marketing approach. This plan focuses on the launch of a new service involving rechargeable contactless payment cards to achieve a competitive edge in the market. The report concludes by summarizing the key findings and implications of the marketing strategies discussed.

MARKETING ESSETIAL

Table of Contents
INTRODUCTION.....................................................................................................................................2
LO 2............................................................................................................................................................2
P3- Comparing ways in which varied companies apply marketing mix to achieve business objectives. .2
LO 3............................................................................................................................................................7
P4- Producing a basis marketing plan for Virgin Atlantic Airline...........................................................7
CONCLUSION........................................................................................................................................12
REFERENCES........................................................................................................................................13

INTRODUCTION
Marketing is defined as one of those strategic actions that a company through their
marketers conduct into practical manner, which enable them to achieve set goals and objectives
and allow to obtain desire outcomes. It conducted in varied manner such as process, which
encompasses key stages, from planning to implementing. As the main function or operation,
marketing help a firm to experience increase sales and profitability. It contributes to grow
businesses even better and strengthen in term of reaching at global level, which is quite
impossible to reach for every organization. The current assignment will be based on Virgin
Atlantic Airline, which falls under the category of top British airlines in the UK. The study will
explain comparison based on marketing mix implication by two companies in order to achieve
strategic aims of ventures. Furthermore, the report will justify a basic marketing plan in the
context of chosen company.
LO 2
P3- Comparing ways in which varied companies apply marketing mix to achieve business
objectives
Marketing mix, is the best strategic framework that has been utilized and applied in the
context of many organizations systematically, in order to achieve their mission, vision and aims
by applying each element encompasses in this model (Syapsan, 2019). Here, this concept utilizes
to make a comparison on the basis of their 7 components used by Virgin Atlantic Airline and
British Airways.
7ps Virgin Atlantic Airline British Airways
Product Just like other aviation organizations,
this company also take initiative to
achieve their business objectives, for
which it offers unique service to
passengers in term of putting an
onboard bar (Virgin Atlantic
Marketing Mix, 2020). It helps to
provide unexpected travel experience
While, this company take action to
provide excellent services and
goods in term of choosing strategy
to offer beds, extra space,
entertainment and main meal
courses service to passenger, which
help to achieve its business aim, but
not in effective manner because

to each passenger as they get a
massage, nail check and top quality
drinks as well as food item according
to choice and demand that in
unbeatable and highly valuable. It is
such a unique way to satisfy
passengers and retain them with
brand, which in return increase its
profitability.
these are the most common things
that each airline may offer. It
attempts to differentiated its
venture into short and long haul
(Al-gharaibah, 2020). As a strategy,
firm take action to offer luxurious
and sophisticated services as well
with betterment of travel extent.
Price The best strategy that a company may
adopt to reach at desire outcomes in
term of achieving aims, they may
choose relevant and beneficial pricing
tactic (Graf-Vlachy, 2021). Virgin
Atlantic Airline do so, in form of
using comparative pricing strategy
which outcomes that its goods being
prices less than other airlines like
British Airways. It runs varied
influential marketing adverts with one
of its attractive message that price is
no element as more than customers
service is of a high standard. By
utilizing current tactic, firm retain
those passengers that prefer to buy
luxury services, while travel.
On the other hand, British Airways
focus on making travel affordable
for everyone, in term of selecting
low pricing strategy that allow a
passenger to afford flight tickets
and reach at their desire destination.
It offers economy, premium
economy and business class tickets,
which prices vary as per to
locations or destinations. When
individual person take decision to
book tickets earlier, organization
may offer much more affordability
to each of them. It offers discounts
to retain existing and new
passengers, which in return
increase its customer base.
Place In order to increase its profitability
and enhance passengers satisfactory
level, firm take initiative to fly at 29
destinations. It successfully operates
from three locations in the UK namely
In term of distribution or place
tactic, British Airways chose to
serve more than 400 destinations
where its competitors may not
reach, with a fleet of 273 aircraft, in

London Heathrow, Gatwick and
Manchester airports. Its services have
been sold on several distribution
sources, which allow passengers to not
wait for too long to fly. It enable
company to serve its services to
everyone everywhere, which in return
build strong brand image and increase
revenue that is actually essential for
airline to maximize in competitive
business world.
which Boeing 747s, 787s and 777s
included. The more it serves, the
much firm earns, which make
competition in aviation industry
much harder to achieve for any
other airlines like Virgin Atlantic.
In order to achieve objectives,
airline tied up with airport
authorities of the world’s airports
that allow to conduct smooth
processes or operations in term of
flying (Zuidberg and de Wit, 2020).
Promotion To generate brand awareness and web
traffic, organization and its
management may take decision to
promote venture by using and
conducting practices in the context of
social media campaigns, which permit
marketer to gain attention of new
travel lovers and connect with them
easily (Karaağaoğlu and Çiçek, 2019).
It is one of the fastest forms of
marketing, through which marketer
may communicate with target
audience and attract them towards
ticket purchase that increase sales and
generate revenue. It also helps them
to know more about target segments
expectations and needs.
On the other side, for purpose of
business and offers promotion,
British Airways utilize traditional
marketing methods like TV
advertisements, newspaper and
billboards. Marketer focus on this
practice in appropriate manner that
help in aim achievements in varied
ways. They concentrate on making
promotions classy and sophisticate
as well, which highlights their
message that marketer aim to share
with people. Furthermore, British
Airways take initiative to sponsor
sports, cultural and charitable
events that also help to promote
airline in the whole world easily
and effectively.
People In term of strategy, Virgin Atlantic Just opposite to competitors, British

airline take decision to train existing
workforce as it have more than 9000
workers that contribute to increase the
performance level of company in
aviation industry even better than its
key rivals. With this tactic, firm build
strong teams of cabin crew and other
employees who are capable to serve
drinks and food to passenger
according to their choice.
Management also take initiative to
employ or hire young, women to
attend each guest so that they feel
comfortable and enjoy wonderful
travel journey.
Airways to maximize its
productivity and performance, take
decisions to recruit new members
like cabin crew from top hospitality
organizations and then undergo
continuous training and developing,
which made a person highly
knowledgeable, skilled and talented
after gaining knowledge about what
role they play and what
accountabilities they have to fulfil
currently and in the future. Human
resource management take tough
tests to hire the best cabin crew
member that perform well and in
productive way as it is important.
Physical
evidence
Without having any physical
existence, an organization may not be
able to achieve their aims in term of
attracting customers and aware them
about offerings. Virgin Atlantic airline
use many tools to show its venture
presence in the industry, as it has
established head office in Crawley,
UK. It carries out a call centers where
passengers ask any question and query
regarding booking, tickets and flight
departure. Thus, apart from main
office, organization operate and
manage business growth by having
more that are located around many
In order to show business existence
in term of physical evidence that
attract customers, British Airways
drive management attentions to
design styles lounges, cabin
interiors of flight and sophistication
in symbol of venture in which
varied colors utilized. It caters
tangible evidence of quality of
experience that firm is currently
offering. It enable passenger to
make comparison between existing
options in aviation industry and
take decision accordingly in term of
choosing specific airline whom

nations, like Hong Kong, Dubai,
Johannesburg, Norwalk, Lagos,
Barbados, etc.
they trust the most.
Process It is quite tough to increase
profitability for companies in today’s
competitive environment. Virgin
Atlantic Airline do that in term
providing check in based on form of
class and cater flight tickers that
convers luggage and itinerary
requirements. It attempts and test for
service & product quality so as to
make assure that management provide
maximum passenger satisfaction,
which retain target market and
increase sales.
In term of procedures, British
Airways start offering e-ticket
service to travelers, which help to
save their time and efforts as well.
It allow people to stay with firm
and keep buying their flight tickets
through e-ticketing that is
beneficial for organization in form
of building unique brand image in
market because this service is
accessible in only Germany and
Britain where British Airways run
its venture.
Marketing objectives and approach-
 To increase web traffic up to 50% within 1 year
 To maximize profits, margin up to 40% within 12 months
 To generate brand awareness worldwide in 7 months
 To increase customer, base up to 50% in 9 months
In term of marketing approach, marketer may utilize billboard and social media advertising,
which enable them to obtain a lot of advantages in term of generating excellent brand awareness
in the world.
Marketing mix tactics help both airlines to achieve their objective-
Above discussed 7 varied forms of marketing mix strategies have helped both firms to
achieve their set aim and key objective in effective manner, in term of strengthening airlines to
take initiative by considering their business benefits that drives their attentions towards

developing effective plans and strategies and implementing onto practical manner by taking
support of skilled and talented workers.
LO 3
P4- Producing a basis marketing plan for Virgin Atlantic Airline
Executive summary-
Virgin Atlantic Airline has achieved its business objectives in effective manner, by
promoting venture through Instagram as it is one of the trending social media platforms, where
populations have created their accounts in bulk. With this strategy, company has successfully
launched its new service in market and that is rechargeable contactless payment cards usage in
flights to pay, using by passengers. The overall marketing plan is based on this service that firm
plan to offer and achieve competitive edge through this, which is incredible.
Company overview-
As well-known airlines in the world, Virgin Atlantic Airline was established in 1984,
founded by Richard Branson. It has developed its headquartered in London and successful
operates a chain of global services to North America, Africa, Caribbean and Asia from its main
office at London Heathrow.
Vision-
Organization aim is to provide passengers a unique experience, which they never had
while air travel.
Mission-
Virgin Atlantic Airline mission is to become a top airline in the aviation industry and
offer innovative services to guests.
Achievements-
By providing luxury services to each passenger, organization has obtained a lot of
achievements. For instance, it has rewarded as global five-star award by Apex and get Skytrax
World Airline Awards 2019 (Brezonakova, Badanik and Davies, 2020). Along with these, firm
has obtained many awards just because of serving top quality services to passengers.

Current marketing situation analysis-
SWOT analysis-
Strengths-
Innovative services- Virgin Atlantic Airline is capable to innovative and offer innovative
service to passengers in term of onboard bar, which help to gain the attention of customers in a
bulk (Dubis and Cybowicz, 2020).
Skilled workers- Firm another strength is its workforce as it has 8000 talented and
experience candidate who may take initiative to offer exciting and satisfactory services to each
passenger.
Excellent advertising- It may use social media marketing as well as famous faces to
promote venture and its offerings in market.
Weaknesses-
Limited international presence- the main weakness of Virgin Atlantic Airline is that is
unable to have global brand existence, which is important to had for a company.
Lack of recruitment- It may focus on training instead of selecting skilled workers who
may support to build its global presence by using their abilities and experience.
Expensiveness – due to expensive or high pricing strategy, organization may losses its
customers which is not suitable for business growth and success within aviation industry.
Opportunities-
Technology advancement- Airline may grab this opportunity in term of using advance
technologies for marketing and passenger services purpose.
Emerging demand for food products- It may also increase its customer base and their
satisfactory level by taking initiative to prepare and offer demanding food items in which
trending ingredients may add like vegan goods.

Existence of experience workers- along with proving training, human resource
management may take decision to hire new people from top hospitality institutes and other as
well who have better experience regarding airline services.
Threats-
Intense competition- high degree of competition within aviation industry may possess as
biggest threat for Virgin Airline as it may put negative impact on its current grow.
Changing passenger’s preference- another threat that may affect organization
management practices is fluctuations in needs and demand of passengers regarding food, drink
and other things.
Environmental change- this threat may highly impact negatively upon airline progress
in term of driving attention of management to hold flights because of weather or environment
change due to certain factors like pandemic, storm, etc.
Pestle analysis-
Political factor-
Fluctuation in any form of political factor may direct impact management practices and
activities. For example, political instability in many nations may lead to increase thread of flights
entrance in certain nations that may affect negatively upon business growth.
Economic factor-
Due to pandemic, people are unable to travel and buy flight tickets as many of them
losses their jobs. It may negatively impact on Airline or aviation industry in term of decreasing
passengers visit and profitability.
Social factor-
In recent time, individual person prefers to utilize technologies to pay for products or
services in exchange. It is now in trend that may put positive impact on Virgin Atlantic airline in
term of maximizing customer base.
Technology factor-

Technology advancement put positive impact on organization business in term of
enabling marketers to promote, new service in market.
Legal factor-
Changes in Equality and Wage acts may put negative impact on firm in term of driving
its attention towards making modifications in current employment tactics.
Environmental factor-
Pandemic is one of those environmental factors that may negatively affect Airline in term
of stopping flights for short term duration.
7Ps of marketing mix-
Product-
In term of product, Virgin Atlantic Airline may take initiative to offer contactless pay
service during air journey of passengers, which they like the most and prefer to refer other.
Price-
Firm may utilize zero pricing strategy for this new service, which it important and
beneficial too for its business in term of maximizing sales and increasing profits margin.
People-
It may take action to train current and existing workforce and hire IT expert who may
capable to use and serve services by using contact less payment service in flights.
Place-
Organization may offer information about this service via head office in London, where
talented and experience candidates may work. It helps to satisfy people and retain them as
potential or loyal passengers.
Promotion-
Marketer may utilize social media and online marketing tactics to promote venture new
offerings, which permit to attract new passengers and allow to get better experience.

Process-
In term of procedure, Virgin Atlantic Airline may take initiative to coordinate with
management and use advance technology through which they may enhance business
performance and productivity even better than last few years.
Physical evidence-
In order to show, physical existence management may use billboard and holdings, which
contribute to drive attention of travel lovers who prefer to travel whole world without spending
much time while travelling through cars or own vehicles.
Marketing objectives-
 To increase competitive edge within 1 year
 To build global brand presence within 2 years.
STP-
Segmentation-
For purpose of segmentation, Airline may use demographic, psychographic and
behavioral segmentation strategies, which help marketer to target each person as it plans to offer
this service to everyone.
Targeting-
Virgin Atlantic Airline may utilize undifferentiated targeting strategy; through which
they may target each passenger for new service that is rechargeable contactless payment card
service which is unpredictable.
Positioning-
In order to set strong brand image in mind of passengers, marketers may utilize Instagram
to gain amazing benefits, which in return increase sales of company.
Allocation of resources-
In order to launch and offer new service in market firm may require approx. 1 year. They
may take action to allocate role and accountabilities accordingly to workers. Furthermore, along