Wizz Air's Marketing Campaign: Strategies for Tourism Recovery

This report provides a comprehensive analysis of Wizz Air's marketing campaign, focusing on strategies to navigate the challenges posed by the COVID-19 pandemic and stimulate tourism. The report begins with an introduction to Wizz Air, highlighting its market position and the adverse impacts of the pandemic, including drops in passenger numbers and financial losses. It then identifies the proposed target market, which includes young professionals, students, and starting families with higher-than-average disposable incomes. The report further examines the wider external environmental factors, including social and technological influences, and sets out key campaign objectives, such as increasing sales, enhancing passenger numbers, and improving market share. A detailed marketing campaign is proposed, outlining marketing goals, budget allocation, and market research using the PESTLE model. The marketing mix is then analyzed, including product/services, pricing, place, and promotion strategies. Finally, the report discusses the monitoring and evaluation methods used to measure the campaign's success, including the use of key performance indicators and information technology for data collection and analysis. The report concludes with a summary of the key findings and recommendations.

Tourism Marketing
Campaign

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................1
Proposed target market................................................................................................................1
Wider environment factor...........................................................................................................2
Objectives of your campaign .....................................................................................................2
Proposed marketing campaign....................................................................................................3
Measure of successful of campaign............................................................................................5
CONCLUSIONS..............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Wizz Air is European Ultra low cost airline that was initially founded on September
2003 with its head office in Budapest. There are several cities in which airlines has served to
several customers like Europe, North Africa and Middle East. Covid-19 is an pandemic situation
that has adversely impact on growth and success of several organizations as it has almost wide
out airline. That further leads in number of job cuts, losses to airline organization so it has
impacted on profitability, customers share of Wizz Air. It has been identified that there was
64% drop in passenger number in September as compared to same month in previous year. In
September The company is planning to fleet expansion plan thus it states that 9% more seats by
march 2021. Moreover, it has decided to frame new Abu dhabi joint venture so despite hitting
travel company it is continuously growing by emphasizing on providing more customers
services. Like there were approximately, 665722 passengers in January 2021 and furthermore it
has planned to cut down its flights as there are less number of passengers. This report includes
crucial information related to marketing plan or strategies that company is going to use in order
to cope up with pandemic situation.
Proposed target market
Target market refers to potential customers of company or to whom firm can sell its
products and services so that end objectives can be achieved in the best possible manner.
Marketers continuously find new and new method to attract and retained target customers for
benefits of organization. Therefore, it can be stated that specific customers to whom company
directly make marketing efforts so that Wizz Air can enjoy huge profitability and market share.
Wizz Air manager has targeted customers that belong to age group between 21 to 40 and
are highly educated that is having more than 50% qualification for well-established University.
Moreover, it can be understood that organization has decided to target people that belong to
higher than average disposable income (Liljedal and Berg, 2020). So, young professional,
students and starting families are target group of customers that Wizz Air is planning to target
in order to expand its business operation. Company has target customers that mainly belong to
Hungary to promote its operation and enjoy maximum market share in airline industry.
Marketer of Wizz Air has put its best efforts and time in order to decide target market for
company so that more and more customers can be induced to be part of it for satisfaction of their
respective needs. The way target market has influenced Wizz Air, Hungary is that it helps
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manager in deciding appropriate strategies which could be used to motivate customers to select
it rather than other competitors in market (Fatin and Rahman, 2020). Furthermore, target market
has also helped in effectively identification of basic needs of customers and the way they can be
resolved so that company can retained maximum position in airline industry for longer time
frame.
Wider environment factor
External environment is dynamic in nature as it keeps on changing therefore company in
order to grow and sustain needs to adapt them so that desired objectives can be attained. Pest is
an effective tool which helps in understand factors that acts as a threat and opportunities for
company. So that effective plan or action can be decided by manager to cope with them for
achievement of end goals in the best possible manner. The way external factors acts as threat
and opportunities for business can be stated as follows:
Social Factor: It can be stated that Covid-19 has resulted in change in preferences and interest
of people as they have less interested to travel from one place to another. They have become
more concerned about their health and safety so it has negatively impacted on sales volume and
profitability of organization such as Wizz Air, Hungary (Chapman, 2020). Thereby, manager
needs to find alternative method that could be used to motivate employee's to travel from one
destination to another for several purposes.
Technology Factor: On the other hand, technology acts as an opportunities for company to
expand its business operation as it is able to inform customers about various safety measure
which has been undertaken by company. Through innovative technology company is able to
provide fast online booking services to people so that without much wastage of time they can
travel to several destination.
Objectives of your campaign
 To make optimum utilization of digital technology in order to increase sales volume by
12% by September 2021.
 To incorporate various social safety measures for people with an motivate to increase
overall passengers on this route till 2enf of 2021.
 To enhance market share of Wizz Air, Hungary to 15% by resolving various issue or
problem faced by customers while selecting an airline to travel.
Justification
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From the above objectives, it can be stated that the first objectives is essential as
innovative technology acts as opportunities for company to expand its business. Thereby Wizz
Air, Hungary by making use of digital platform can generate awareness among people about
type of services it offered at several rates (Pilik, 2019). Thus, they can easily take decision to
book the ticket in order to travel different places.
Second objectives is important as due to covid-19 people are less interested to travel to
various destination so Wizz Air, Hungary by taking measure can motivate them to be part of
organization.
Third objectives, is important as company by understanding and resolving issue faced by
customers is able to enhance its overall market share in airline industry. Thereby enjoy
maximum profitability and market share for longer run.
Proposed marketing campaign
Marketing campaign refers to the way products and services of company will be
promoted so that end goals can be achieved in best possible manner. In other words, it is
sequences of process or activities that need to be performed in order to implement the plan so
that company can earn maximum profitability (Abbas and Abd Ali, 2020).
Marketing goals
 To make use of digital technologies to provide better services to customers and expand
operation of business.
 To add more and more customers so that Wizz Air, Hungary can enjoy maximum
profitability and market share in airline industry.
Budget
Expenses Amount
Wages and salary £3000
Marketing expense £1500
Research and development £1000
Digital technologies £1500
Rental £700
Miscellaneous expense £300
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Total £8000
Market research
In order to conduct market research Pestle model is used as it helps in finding key external
factors that acts as threat and opportunities for company so that it can effectively and
successfully implement the marketing plan. Therefore, market analysis of Wizz Air, Hungary
is as follows:
Political factor: Government of United Kingdom has formulated several policies and
procedure in context of airline industry related to Covid-19. It has put several restriction on
various airlines routes so that minimum number of people from outside can enter into the
country for several purposes. Therefore, Wizz Air, Hungary needs to consider all legal laws
while implementing marketing plan in order to promote growth and success of firm.
Economic factor: It can be stated that economic condition of UK is not well, as it is suffering
from recession that has resulted in decrease in GDP and employment rates. Covid-19 has
negatively impact on economic of country or airline industry as it has lead in decrease in
overall sales volume and profitability of company (Levin, 2020).
Social factor: Taste and preferences of customers or people are continuously changing or they
have become more concerned about their health and safety. They are less preferring to travel to
different destination after covid-19 which resulted heavy losses to airline industry. So, Wizz
Air, Hungary in order to sustain its business operation for longer run needs to take safety
measure.
Technology factor: There are numerous development in technologies or companies are making
use of digital media in order to promote its products and services so that maximum number of
individual are added to firm. Thereby, Wizz Air, Hungary by making use of digital
technologies can generate brand image in minds and hearts of maximum number of customers.
Target customers: For the marketing plan of The Wizz Air, Hungary younger generation or
people that are interested to travel from one place to another are selected. Moreover, individual
that have higher disposable income and want to travel different destination for various purpose
and are under-age group of 20-42.
Marketing -mix: It is techniques that is used by marketer in order to induce more and more
customers to be prefer services of Wizz Air, Hungary airline to went to several destination.
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Marketing-mix is tool of marketing which is used to pursue set objectives by attracting target
customers for benefit of organization (Pick, 2020). Such as:
Product/ services: Wizz Air, Hungary is low cost airlines that provide traveling experiences
to various countries so that people can easily went to different destination in order to have fun
and enjoyment. Company has planned to enhance its services by emphasizing more on health
and safety of individual or maintaining social distancing so that they can easily travel and
satisfied their respective needs. So, overall it can be stated that improvement in services will
helps in enhancing customers satisfaction and achievement of company goals.
Price: It can be illustrated that price is an important factor which helps customers in taking
right decision regarding the flight that they need to select in order to travel to several places.
So, Wizz Air, Hungary is well-known for providing services at low cost so that people can
easily afford and satisfy their wants beyond their expectancy. Therefore, it can be understood
that value for price set by company will help company in attracting maximum number of
passenger in the firm.
Place: Company after post covid-19 has decided to make the best utilization of digital platform
in order to attract more and more customers. Company by increasing its presence on online
sites can provide ease and comfort to people to easily book the tickets and move to various
destination. So, now passengers can quickly book the ticket while staying safe and secure at
their home which helped in increasing overall profitability.
Promotion: There are different method which are used by Wizz Air, Hungary to promote the
campaign so that end outcome can be achieved. Like official website is best channel which is
used by company to provide necessary information to customers so that they can make correct
decision to book ticket (Fayzieva, 2020). Social media, content and email marketing will also
be used by company to promote its services to various individual for growth and expansion of
firm.
Monitoring and evaluation
It is last stage which describe about the way company will monitor and evaluate the campaign
so that corrective action can be taken and end goals can be achieved. New technologies will be
used in order to monitor and evaluate overall performance of campaign in order to gain
maximum results.
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Measure of successful of campaign
Measurement of effective implementation of campaign is necessary as it helps in
identifying key areas in which company needs to improve so that it can get better outcome. In
order to measure the campaign Wizz Air, Hungary has decided to measure the campaign by
setting standard and comparing it with end outcome gain. Key performance indicator will also
be used to measure performance as it will help in identifying areas that have worked welled or
need to be improved further (Chapman, 2020). Moreover, information technology will be used
to measure the outcome of campaign as it helps in collecting data and analysis for better
outcome. Therefore, manager will continuously monitor and control the campaign to effectively
control the campaign and gain maximum benefits.
CONCLUSIONS
From the above report it can be concluded that effective implementation of marketing
plan or campaign contribute in inducing maximum number of individual and achievement of end
goals. It can also be learn that numerous changes in external environment adversely affects
business so company by adapting to them can grow and sustain for longer time frame.
Therefore, it can be stated that effective marketing plan of Wizz Air, Hungary will help in
removing several threats and contribute in making optimum utilization of available
opportunities.
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REFERENCES
Books and Journals
Abbas, A. A. and Abd Ali, R .H., 2020. Viral Marketing and How to Make a Viral Bomb in the
Digital Space to Invest the Pandemic COVID-19. International Journal of Multicultural
and Multireligious Understanding, 7(4). pp.323-336.
Chapman, C., 2020. Commentary: Mind Your Text in Marketing Practice. Journal of
Marketing, 84(1). pp.26-31.
Fatin, T. and Rahman, N., 2020. Measuring Digital Marketing Performance: A Balanced
Scorecard Approach. International Journal of Applied Management Theory and Research
(IJAMTR), 2(1). pp.1-15.
Fayzieva, S. A., 2020. Value of online marketing research. International scientific review,
(LXX).
Levin, A., 2020. Influencer marketing for brands. Apress.
Liljedal, K. T. and Berg, H., 2020. Consumer responses to pictures of co-creating consumers in
marketing communications. Journal of Consumer Marketing.
Pick, M., 2020. Psychological ownership in social media influencer marketing. European
Business Review.
Pilik, D. I. M., 2019. THE EVOLUTION OF THE INTERNET AND THE ADVANTAGES OF
ONLINE MARKETING IN THIS CONTEXT.
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