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10 STEP Marketing Plan for Cebu Pacific,[object Object],Bohong Li,[object Object],June 2011,[object Object]
This 10 Step Marketing Plan is part of the mandatory requirements of  Prof. Remigio Joseph De Ungria’s AGSB marketing management class.,[object Object],The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.,[object Object],When appropriate, data are “masked” so as not to create unexpected conflicts.,[object Object],The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.,[object Object],Disclaimer,[object Object]
Summary: Steps 1 to 5,[object Object],Cebu Pacific’s target market are budget-conscious travelers,[object Object],Gap is there are other brands who can offer lower cost fares and possibly better service,[object Object],Cebu Pacific’s direct competitors are: AirPhilExpress, Zest Air, Philippine Airlines, and AirAsia Philippines,[object Object],Who want affordable, no-frills travel experience.,[object Object],The total market size for domestic air travel was 8.4 million tourists or PhP 42 Billion in 2010. Estimated growth for 2011 is 12%.,[object Object]
Summary: Steps 6 to 10,[object Object],Cebu Pacific has the most domestic destinations available,[object Object],Cebu Pacific is low-cost compared to PAL and SEAir, but varies depending on season with ZestAir and AirPhilExpress,[object Object],Cebu Pacific fliers need low-cost airfares to satisfy social and personal needs of traveling,[object Object],Apart from having covered most domestic tourist spots, they also have an efficient online booking system,[object Object],Cebu Pacific combines low-cost airfare and number of destinations to attract customers and make purchases easy by booking online,[object Object]
Primary Target Market,[object Object],Age 21-35; Male and Female; Single or Married; Social Class BC,[object Object],Employed or Starting to work; budget-conscious;,[object Object],Avid leisure traveler; almost always with loved ones (friends/family/significant other),[object Object]
PTM’s Needs/Wants/ Demands,[object Object],The need to feel they can afford to travel, the independence to pay for trips & freedom to travel whenever they want,[object Object],The need to belong and have relationship-enriching experiences with people they love,[object Object],Reference: Maslow’s Hierarcy of Needs  Marketing Management, 11th ed, Philip Kotler,[object Object],6,[object Object]
PTM’s Needs/Wants/ Demands,[object Object],Needs:,[object Object],They need to feel the satisfaction of being able to afford and treat themselves to a vacation whenever the opportunity strikes. They want to share these vacations with great company such as their family, friends and significant other and build memories that will last a lifetime.,[object Object],Wants: They want a reputable low-cost carrier that could give them the chance to fulfill their travel needs without hurting the wallet.,[object Object],Demands: They want the best value for their money, being able to reach the destination at hand without compromising safety and service quality in the process. ,[object Object]
Cebu Pacific’s competitors,[object Object],Direct Competitors,[object Object],AirPhilExpress, ZestAir, Air Asia Philippines (3rd QTR 2011), Philippine Airlines, SeAir,[object Object],Indirect Competitors,[object Object],Bus Lines (Victory Liner, PhilTranCo, etc),[object Object],Ferries (WG&A, Sulpicio, RoRo, etc),[object Object],Variables:,[object Object],Fare Rates, Comfort, Availability of Routes, Travel Time, Companions’ Characteristics/Personalities, Travel Packages,[object Object]
Price vs. Socio-Economic Class,[object Object],Price vs. SEC Matrix,[object Object],PAL,[object Object],SeAir,[object Object],Cebu,[object Object],Pacific,[object Object],AirAsia,[object Object],Philippines,[object Object],?,[object Object],AirPhil,[object Object],Express,[object Object],Bus Lines/,[object Object],Ferries,[object Object],ZestAir,[object Object]
Benefit positioning vs. brand map for Domestic Airlines,[object Object],Benefit Positioning vs. Brand Matrix,[object Object],*C/S: Code-share,[object Object]
Cebu Pacific is still the domestic market leader,[object Object],Cebu Pacific has successfully maintained its position as the country’s largest domestic carrier,[object Object],48.2% of sales from domestic air travel market in 2010 ,[object Object],From January to June 2010, Cebu Pacific flew 4.1 million domestic passengers, 1.2 million passengers more than Philippine Airlines (PAL).*,[object Object],The total market size for domestic air travel was 8.4 million tourists in Q1 2010,[object Object],Source: http://www.financemanila.net/2010/10/cebu-pacific-ipo-last-call-for-boarding/,[object Object]
Domestic Travel Market Size,[object Object],Competitor data= PhP 21.6 Billion,[object Object],Company data = PhP 20.5 Billion,[object Object],Customer Usage data = PhP 42.1 Billion,[object Object]
Cebu Pacific’s websitehttp://www.cebupacificair.com,[object Object]
Competitors’ Websitewww.philippineairlines.com/ ,[object Object]
Competitors’ Websitehttp://www.zestair.com.ph/,[object Object]
Competitors’ Websitehttp://www.airphils.com/,[object Object]
Competitors’ Websitehttp://www.flyseair.com/,[object Object]
Print Ads – domestic airlines,[object Object]
Product Description,[object Object],Cebu Pacific ,[object Object],has promo fares year round and for any occasion,[object Object],offers the most routes for travelers,[object Object], has the “fun” factor (in-flight activities),[object Object],Pushes hard for their tag line “it’s time every Juan flies” and is manifested in all their advertising and promotional materials,[object Object]
Price Comparison,[object Object],Although some airlines are cheaper than CP in other destinations, CP is consistent in maintaining affordable airfare in all routes,[object Object]
Modes of Communication,[object Object]
Sales Promotions,[object Object]
Advertising,[object Object]
Events & Experiences,[object Object]
Advertising-Competitors,[object Object]
Sales Promotions-Competitors,[object Object]
Word of Mouth,[object Object],[object Object]
Individuals could just learn about it through friends
Or perchance they’ve come upon an ad on the newspaper,[object Object]
Cebu Pacific’s main distribution channel is the internet,[object Object],[object Object]
Internet
Booking sales office, call centres, client accounts
Third-party sales outlet
Distributors
General Sales Agents
Wholesalers and Preferred sales agents,[object Object]

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10 step marketing plan-cebu pacific