A fine example of the quality of work I produce when working passionately in a team. We dreamed up a new, non-existent (but likely) service then created a marketing strategy around it (centered on promotion, given our class). This plan and the accompanying presentation are perfect examples of my drive to create strategic, exciting projects that blend passion, fun, and marketing.

2. Executive Summary
• Virgin Lunar IS Leading Humanity Forward
What Virgin is doing
Why they’re doing it
Who it’s for
Details

3. Company Description
The birth of Virgin
Lunar began on
July 20, 1969

4. Company Description
• Virgin Lunar is a
company within the
Virgin Group
• Provide lunar orbital
and surface expeditions
to space tourists
• Create ways to
monetize human
space exploration

5. Company Description
Virgin Lunar's spacecraft are launched
from a large aeroplane
This gives the
spacecraft more
initial speed and
altitude than if
launched from the
ground

6. Company Description
• Multinational branded
venture capital conglomerate
• Founded by Richard Branson
• Core areas are travel,
entertainment and lifestyle
• More than 400 companies
worldwide
• Net worth of $4.6 billion
dollars

11. Internal/External Analysis

12. • Quality of Experience
• Expertise in Field
• Technological Skills
• Market Leader
• Capital
• Marketing and Promotion
• Connected
SWOT: Strengths

13. SWOT: Weaknesses
• Unpredictability
• High Cost
• Limited Capacity
• Limited Flights

14. SWOT: Opportunities
• Technological advances can result in:
Expanding expeditions, further and longer
Higher frequency
Increased affordability

15. SWOT: Threats
• Competition
• Negative Social/Political Pressure
• Economic Fluctuations

16. Communications Objectives
• Market and Product Objectives
Create product awareness/purchase
Increased brand awareness
• Product Focus
Primary: new customers
Secondary: brand awareness, use of
promotional strategies

17. Communications Objectives
• Marketing Goals
Drive traffic to sites
Increased sales
Brand awareness
Brand loyalty
Go-to for elite clientele
Leading company for lunar travel

18. Primary Target Market
• Sales
Men aged 40-70 years
Extremely wealthy, travel for work &
pleasure
University educated
Married and divorced
Risk takers, ambitious, status driven
Love exclusive experiences

19. Secondary Target Market
• Brand Awareness
Men and Women, 18-65
High school or university educated
Career oriented, creative, ambitious,
adventurous
Enjoy travel and recreational activities
Early adopters

20. Program Creative: Tactics
• Product
Experience
• Limited to 2 pilots and 4 passengers per trip
• One launch per year
Training
• Broken into 3 phases
• Mandatory

21. Program Creative: Tactics
• Price
Set price: $100 million
Limited amount of seats and high price =
prestigious experience

22. Program Creative: Tactics
• Product
Experience
• Limited to 2 pilots and 4 passengers per trip
• One launch per year
Training
• Broken into 3 phases
• Mandatory

23. Program Creative: Tactics
• Brand Positioning:
Producer of quality products
for less
• Brand Image:
Speaks to the child at heart
Gives the customer what they
 need plus a little extra TLC
Virgin speaks to those with an adventurous spirit

24. Program Creative: Tactics
• Virgin Lunar’s Position:
Seek out elite experiences & makes their
dreams a reality
Champions of industry
World leaders
Those who cut the path that the rest of the
world walks down

25. Program Creative: Tactics
• Promotional Strategy – Two Pronged
Primary : Billionaires for moon expedition sales
Secondary: General public; purchase all Virgin
categories
• Creative execution style: Affective imagery
• Desired reaction: Feel-Learn-Do

26. Creative Print Campaign
• Primary Target Market:
Speaking to the adventurer with all earthly
possessions
Can buy something that they could never get
before: An expedition to the Moon
You’ve seen our world. Now step foot on another.

28. Creative Print Campaign
• Secondary Target Market
Igniting the adventurer and spirit of
exploration and relate those feelings to the
Virgin brand
• Focuses on inspiration & education:
Utilizing TV documentaries, PR & promo
events
Ex: The Moon Balloon

30. Marketing Tactics
• Primary & Secondary Target Markets
Public Relations
Website
Social Media

31. Marketing Tactics
• Primary Target Market – Billionaires
Personal relationship/ networking
Strategic Alliances
Print Materials
Direct Mail Marketing
Event
Print Advertising

33. Marketing Tactics
• Primary target market: General public
Print advertising
Event
Website
TV

35. Program Creative: Tactics
• Place
Website www.virginlunar.com
Global network of Accredited Space Agents
Request for additional information

36. PROGRAM CREATIVE - TACTICS
• Place

37. Tactics: Primary Audience
• Personal relationships/networking
• Strategic alliances
• Print materials
• Print advertising
• Direct mail marketing
• Event marketing: announcement and launch
events

38. Tactics: Secondary Audience
• Print advertising
• Event marketing: The Moon Balloon
• Television

39. Tactics: Combined Audience
• Website
• Public Relations
• Social Media

40. Financial Data & Projections
• Cost for each passenger
• Estimation of total costs
• Justification for cost of each trip

41. Execution
• In house marketing team for sales marketing
• Focus on print and strategic alliance marketing
• Boutique Agencies hired for:
Social Media
Public Relations
Event Marketing

42. Evaluation
• Measurement will be comprised of quantitative
evaluation methods
• Primary & Secondary Audiences
Website traffic
Public relations
Social media

43. Evaluation
• Primary
Personal relationships/networking
Strategic alliances
Print materials
Print advertising
Direct mail marketing
Event marketing

44. Evaluation
• Secondary
Print advertising
Event marketing
Television

45. Ethics and Standards
• Unique set of challenges and concerns
• Safety
• Environment impact
• Ownership & property rights