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- 1. Jack Danielâs â Set J MKTG 2200, May 2014 ANNIVERSARY PROJECT Case Study
- 3. INTRODUCTION WestJetâBy 2016, WestJet will be one of the five most successful international airlines in the world providing...guests with a friendly caring experience that will change air travel forever.â (WestJetâs Vision. WestJet, 2014)
- 4. INTRODUCTION WestJet 2014 FIRST DEPARTURE FIRST TRANSATLANTIC FLIGHT SERVING OVER 100 DESTINATIONS (WestJet, 2014) OVER 100 AIRCRAFTS 1996 $270millionnet earnings in 2013 10,000 employees (WestJet, 2013)
- 5. Marketing Objectives Situational Analysis Stakeholders SWOT Analysis Competitive Analysis Strategic Decisions Communication Objectives Target Audience Positioning Strategy Marketing Mix 3Ps â Place, Product, Price Past Promotions Marketing Communication Strategy Promotional Mix Message Design & Delivery Budget Evaluation Q&A AGENDA WestJet
- 7. MARKETING OBJECTIVES WestJet million REVENUE$121 Â Average percentage of seats filled on WestJet flight 2013 2016 85.0%81.7%
- 9. STAKEHOLDERS
- 10. PRIMARY STAKEHOLDERS WestJet 42% MALE Â 10,000non-unionized employees 58% FEMALE Â (WestJet, 2012) EMPLOYEES
- 11. PRIMARY STAKEHOLDERS WestJet DOMESTIC CUSTOMERS TRANS-BORDER FLIGHTS within North America CUSTOMERS 36% 13% (CAPA, 2013)
- 12. PRIMARY STAKEHOLDERS WestJet ON-BOARD AIRLINE services suppliers SUPPLIERS Ăï⯠Boeing 737 series Ăï⯠Bombardier Q400s (WestJet, 2014) FLEET SUPPLIERS
- 13. PRIMARY STAKEHOLDERS WestJet Ăï⯠SELF-GOVERNING COMMITTEES (WestJet, 2012) 1.⯠CGN Committee 2.⯠SH&E Committee 3.⯠People and Compensation Committee GOVERNMENT Ăï⯠INTERNATIONAL AIR AUTHORITY
- 14. COMMUNITIES supports national charities6 Â supports employees who donate over hours of time on volunteer projects 40 builds homes for families living in poverty (WestJet, 2014) 5 Â homes were built in 2013 PRIMARY STAKEHOLDERS WestJet
- 15. SECONDARY STAKEHOLDERS WestJet CANADIAN ASSOCIATION OF AIRLINE PASSENGERS SPECIAL INTEREST GROUPS PUBLIC INTEREST ADVOCACY CENTRE Â
- 16. SECONDARY STAKEHOLDERS WestJet WESTJET TRAVEL AGENT SIGN-IN TRAVEL AGENCIES PARTNERED WITH (WestJet, 2012) (Johnson, 2014)
- 17. SWOT ANALYSIS
- 18. Ăï⯠LARGE AND GROWING FLEET Ăï⯠EXTENSIVE SOCIAL MEDIA PRESENCE Ăï⯠ADVANCEMENTS IN IN-FLIGHT SERVICES 512,000 FACEBOOKLIKES 35,000 YouTubeSUBSCRIBERS 315,000 TWITTERFOLLOWERS 21,000 INSTAGRAMFOLLOWERS SWOT ANALYSIS WestJet STRENGTHS
- 19. Ăï⯠DEPENDENCE ON BOEING AND BOMBARDIER as the only suppliers Ăï⯠FLEET LIMITATIONS WestJetâs current fleet is ⊠only able to fly between Maritime provinces and Dublin, Ireland (Deveau, 2014) SWOT ANALYSIS WestJet WEAKNESSES
- 20. Ăï⯠GROWING TOURISM INDUSTRY Ăï⯠POSITIVE OUTLOOK ON CANADIAN AIRLINE INDUSTRY The tourism transportation market is expected to reach $ 42.7billion by 2017 (Euromonitor International, 2013) SWOT ANALYSIS WestJet OPPORTUNITIES 12.9  $ billion19.7  $ billion International Air Transport Association forecasts increase in profit 2013 2014 (Heilprin, 2013)(Euromonitor International, 2013) +7%  Passenger traffic 2017
- 21. Ăï⯠GROWING DOMESTIC MARKET SHARE (Jang, 2012) SWOT ANALYSIS WestJet OPPORTUNITIES 7%  36%  2000 2011 2015 45% Â
- 22. SWOT ANALYSIS WestJet THREATS Ăï⯠GOVERNMENT REGULATIONS Ăï⯠COMPETITION Ăï⯠FALLING CANADIAN DOLLAR  Every 1-cent drop in Canadian dollar knocks $14-million from operating income for WestJet (Keenan, 2014) Â
- 24. COMPETITIVE ANALYSIS WestJet $ 12.1 Â billion operating revenues 82.7% load factor 56% domestic market share $ 3.4 Â billion operating revenues 82.8% load factor 36% domestic market share
- 25. COMPETITIVE ANALYSIS WestJet On-time landing rate is (CBC, 2013) 60.9% Â On-time landing rate is (CBC, 2013) 70.0% Â
- 28. 70% PREFERENCE/LIKING 7% ACTION 90% AWARENESS COMMUNICATION OBJECTIVESWestJet
- 29. TARGET AUDIENCE
- 30. TARGET AUDIENCE WestJet BRITISH Â Â COLUMBIA Â ALBERTA Â ONTARIO Â QUEBEC Â Provinces with highest Millennial population (Statistics Canada, 2013) 0.9M Â 0.8M Â GEOGRAPHIC 2.9M Â 1.6M Â
- 31. TARGET AUDIENCE WestJet GEOGRAPHIC BRITISH Â Â COLUMBIA Â QUEBEC Â ALBERTA Â ONTARIO Â Airports with the highest percentage of domestic passenger traffic (Statistics Canada, 2013)
- 32. TARGET AUDIENCE WestJet BRITISH   COLUMBIA  ALBERTA  ONTARIO  QUEBEC  Provinces with the highest Millennial population (Statistics Canada, 2013) 0.9M  0.8M  GEOGRAPHIC 2.9M  1.6M  6.2M  Total  Millennial  popula=on  in   4  provinces  = all other provinces1.0M Â
- 33. TARGET AUDIENCE WestJet BEHAVIOURAL AVERAGE NUMBER OF BUSINESS TRIPS PER YEAR 5 Â 7.8 Â AVERAGE NUMBER OF LEISURE TRIPS PER YEAR (Expedia, 2013)
- 34. TARGET AUDIENCE WestJet BEHAVIOURAL MILLENNIALS Â Â GEN X 20% 32% 9% 12% TECHNOLOGY USAGE WHEN BOOKING (Expedia, 2013)
- 36. POSITIONING STRATEGY WestJet Low-costcarrier Limited service and diversity across Canada Full service w/diverse destinations across Canada High-costcarrier
- 37. MARKETING MIX 5
- 38. 3Ps PLACE, PRODUCT, PRICE
- 39. Route Map (WestJet, 2014) 3Ps PLACE, PRODUCT, PRICE WestJet PLACE & DESTINATIONS
- 40. 3Ps PLACE, PRODUCT, PRICE WestJet PRICE A ONE-WEEK ROUND TRIP FLIGHT, BOOKED ONE-WEEK IN ADVANCE, RANGES FROM $922 TO $1555 (WestJet, 2014) Â
- 41. PAST PROMOTIONS
- 42. PAST PROMOTIONS WestJet million views on YouTube35 Â Christmas Miracle uploaded YouTube videos250+ Owners Care
- 44. PROMOTIONAL MIX
- 45. PROMOTIONAL MIX WestJet STRENGTHS Ăï⯠USERS OF PUBLIC TRANSPORTATION Millennials consider public transit the most preferred modes of transportation, as it allows them to multitask and socialize while traveling (APTA, 2012) Ăï⯠MILLENNIALS ARE VISUAL LEARNERS Advertising allows the opportunity to create visually aesthetic advertisements (Millennial Marketing, 2014) PRIMARY TOOLS. ADVERTISING
- 46. PROMOTIONAL MIX WestJet PRIMARY TOOLS. INTERNET MARKETING STRENGTHS Ăï⯠COMPETITIVE EDGE ON SOCIAL MEDIA   Ăï⯠TECH SAVVY 83% have smartphones 98%  Millennials use the Internet (MTM, 2013) 75% - like, retweet, or share content (The Case Foundation, 2013)
- 47. PROMOTIONAL MIX WestJet PRIMARY TOOLS. INTERNET MARKETING LIMITATIONS Ăï⯠HIGH USAGE OF ADBLOCK AdBlock users are Millennials (AdBlock Plus, 2011) 32%
- 48. PROMOTIONAL MIX WestJet PRIMARY TOOLS. PUBLIC RELATIONS STRENGTHS Ăï⯠TRUSTING OF USER-GENERATED AND THIRD- PARTY CONTENT (Bazaar, 2012) LIMITATIONS Ăï⯠RISK OF LOW ROI ON PUBLIC RELATIONS EXPENSES (Know This, n.d.)
- 50. THEME
- 51. MESSAGE DESIGN WestJet 2 Â male Canadian Millennials 20 Â locations 2016 Â year THEME DISCOVER WITHIN
- 52. BROADCAST
- 53. MESSAGE DESIGN WestJet 1introduces the campaign and the two Millennials commercial 2highlights WestJetâs diverse Canadian destinations commercial 3will be reflective of the Millennialsâ experience commercial
- 54. MESSAGE VEHICLES Â Â WestJet 120spots 97.1% average weekly reach 23.3million general viewers during primetime from Sunday to Thursday March, May, October (CTV, 2013)
- 55. PRINT
- 56. MESSAGE VEHICLES   WestJet once a week March, April, May Ăï⯠HALF-PAGE, COLOURED Ăï⯠FULL-PAGE, COLOURED once a week March
- 57. OUT-OF-HOME
- 58. MESSAGE VEHICLES   WestJet Ăï⯠MAIN TRANSIT HUBS AND ARTERIAL ROUTES OF VANCOUVER EDMONTON CALGARY MONTREAL TORONTO March, April, May September, October, November
- 59. PUBLIC RELATIONS
- 60. MESSAGE DESIGN & VEHICLES  WestJet Ăï⯠CHARITABLE ACTIVITY within 3communities Ăï⯠20TH ANNIVERSARY CELEBRATION Vancouver, Toronto, and Montreal
- 61. DIRECT MARKETING
- 62. MESSAGE DESIGN & VEHICLES Â WestJet January 1st, 2016
- 63. BUDGET 8
- 64. BUDGET WestJet TOTAL COST FOR THE DISCOVER WITHIN ANNIVERSARY CAMPAIGN NEWSPAPER 41% SALES PROMOTION TRANSIT INTERNET MARKETING PUBLIC RELATIONS 3% 8% 27% 15% 6% TELEVISION $4,915,000
- 65. Thank You!