Marketing Plan Investor Report for Virgin Atlantic Airlines

This report provides a detailed marketing plan investor report for Virgin Atlantic Airlines. The report begins with the company's vision, mission, and target customers, followed by an analysis of their service offerings, including the premium economy and business class cabins. It also outlines the company's pricing orientation, distribution strategies (regional, national, and global), and promotional tactics, including advertising, sales promotion, and public relations. The report further discusses product branding, including the company's slogan and brand identity, and details the product testing and market research methods employed. The report concludes with a list of references, providing a comprehensive overview of Virgin Atlantic's marketing approach.

Running head: MARKETING PLAN INVESTOR REPORT
MARKETING PLAN INVESTOR REPORT
Name of the Student
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Author Note

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Founder/CEO: Richard Branson/ Craig Kreeger
Company Name: Virgin Atlantic
Company Vision: The vision of Virgin Atlantic is “Changing business for good” and makes
more involvement with people so that aviation process becomes a fair way of traveling with
them (Virgin.com, 2018). The first commercial biofuel airline flight is this and that is the
concern as 27% less fuel burn for per passenger and by this process, the company will serve their
clients with very low priced tickets.
Company Mission Statement: The mission statement of the company is very simple. The
statement identifies their dream and anticipated work culture they use to formulate in future. The
statement is “To embrace the human spirit and let it fly” (Virgin.com, 2018). The statement can
itself hold the inner spirit of humanity and make them assist to fly in heaven.
Target Customers: In modern times, 40 airplanes are catering the entire business around 29
countries and a large number of people daily use this airline. Now the segregation of target
customers is mainly medium and high budget customers, but the management tries to implement
some process that can incorporate the low budget people as well (Virginatlantic.com, 2018). The
Economy class, The Premium Economy class, and The Upper Business class are the three cabin
configuration of this aircraft. Personal enjoyment is totally gained from this airline as this is one
of the best Airbus places which provide proper relaxation for people.
Target Customer Relationship is: B2C
FOUR P’s
Service Offering(s): The premium economy class is considered as the product and in that

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product passengers have separate check-in area. The cabins are with widening chairs and there is
legroom also. In case of the business class cabin, features are more influencing for passengers as
the seats are converted into beds and enough rest and comfortably situation provided by the
airlines. Tier members are visiting the business class and almost ten lounges are maintained by
Virgin Atlantic (Virgin.com, 2018). The customized products are manufactured by the airlines
and through the customers’ suggestion, the quality of the product enhances. The improvement in
those products and advancement of products are the concern thinking that resultant as voluntary
improvements of products.
Service Manufacturer: Virgin Atlantic is a service based company and that is the reason all the
services they deliver are entirely their own aspect. Innovation and changing process for
innovation is their job and changes in services are also happening due to that reason
(Virginatlantic.com, 2018).
A number of product lines: Products and services are delivered by the company itself.
Number of Items in each product line: This is considered as one single line that produces all
the service and segregation of Airbus. The services are unique and that is the reason most of the
UK people trust their services and quality of customer handling.
Pricing Orientation: Low-Cost
Suggested Price per Unit: $750 (starts from the economy) to $1300 (for premier economy
class) (Virgin.com, 2018)
Distribution: (Regional, National, Global) Front office, Online, Outsourcing. There are other
numerous travel agency companies who book the ticket for the passengers and take the amount

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of money. The passenger gets the tickets without any a headache. The distributions of services
are national and international. Rather in some case, regional flights are available. So the effective
distribution strategy has implemented by the management to construct a better market for Virgin
Atlantic (Virgin.com, 2018).
Other Distribution: The distribution is equal in all sorts of aspects and the company also wants
that equal distribution of their services, promotion, and activities (Virginatlantic.com, 2018).
There are some channels to meet the target customers and this is the responsibility of the
company to ensure better comfort and relaxation to customers so that they again trust this brand
and company can earn some extra revenue during the process.
Promotion Strategy: [Advertising, Sales Promotion, Direct Marketing, Publicity (Public
Relations)] all the possible promotional strategy has been taken by the companies. Exploring part
of the business identifies by the management and then the promotion starts, where youtube
advertisement videos and sales promotion of their low-cost carrier are highlighted during that
process (Virginatlantic.com, 2018). The company also spotted numerous celebrities to promote
their brand, a trust and liability also backing up there and people trust those celebs and come to
experience the quality of Virgin Atlantic. In case of print media, and news media their
advertisement are underlining the best low cost carries in the US (Virgin.com, 2018). The public
relation maintenance is the concern issue that might involve a lot of people in their business and
make a grand organization to beat their rivals as well.
Product Branding: The slogan of Virgin Atlantic is the Changing business for good. Innovative
business decisions are taken as positive changes for the company. The company name is in the
logo. Characters for Virgin Atlantic is the group of members and this is the reason more than 60

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business services are associated with Virgin. The company has 53 million people in worldwide
as their customers. The company has 69,000 employees’ in 35 countries and £16.6 billion global
revenue earned and still counting (Virgin.com, 2018). The company promotes their services on
YouTube as Virgin America Safety video of the hot British commercial and state that people
going to love with the brand after watching this.
Product Testing Method: Products are tested for several times before delivering into the
market. Some specific requirements are there in some airbuses or service related sectors. Several
discussions before the application and used the service over the existing employees as a demo
process conducted beforehand. Products are tested through loose loading, AKE/AKN/AVE,
P6P/PMC, Alf all these are tools for testing the product or services (Virginatlantic.com, 2018).
Market Research Method: In case of market research process primary research method can be
introduced to know about the Virgin Atlantic and their growth in the market. The survey or
interview can be conducted by employee, passengers or managers. In such cases, the legitimate
evaluation will be conducted through the process and that is the concern reason behind survey
and interview process.
Other Research Method: Secondary research method may be introduced to know the market
position, employee management, vision and mission of the company and the process also know
the objectives of the company. This is one of the important research methods also but personal
evaluation, perspectives, and innovation or changes will not be generated through this process.

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References:
Virgin.com (2018) About Us retrieved from: https://www.virgin.com/virgingroup/content/about-
us [Accessed on 4th March, 2018]
Virginatlantic.com (2018) Our Story retrieved from:
https://www.virginatlantic.com/in/en/footer/our-story.html [Accessed on 3rd March,
2018]