ADVERTISING PLAN

Advertising Plan: Qantas Airways Limited

Advertising Plan: Qantas Airways Limited

Introduction

Qantas Airways Limited is an airline company in Australia. Its basic operation includes international and domestic air transport services. The company also offers domestic and International holiday tours. Company's support activities include; flight training, ground and passenger handling, maintenance and engineering, and catering services.

Qantas is a fill service, Australia's premium international and domestic airline. Its brand includes Qantaslink and Qantas. Both brands serve 59 cities in Australia and operate 1,900 and 2,300 flight per week, respectively. The airline also operates 600 international flights (Datamonitor, 2011).

Marketing Philosophy

Qantas' is committed to operational excellence, service, Australia's heritage and the future. Qantas advertisement philosophy is part of its business philosophy, which is reflected in its new family of advertisements (Qantas.com, 2011).

Advertising Objective and Functionality

Qantas's advertisement strategy is to retain and grow customers through satisfying their needs. The Qantas frequent flyer division represents the customer retention strategy tool. It is a customer loyalty program with 5.8 million members participating through this channel (Datamonitor, 2009). Qantas Frequent flyer was launched around 20 years ago, with the objective of customer retention. Today, it is the largest active member base in Australia with around 5 million plus members. It has high penetration rate for high income households. According to statistics, out of each 10 booked seats, more than one seat is awarded seat. When such statistics are communicated, through different channels to customers, it serves as the most effective advertisement tool. Qantas marketing approach is to build customer advocacy. In order to build emotional loyalty, optimistic word of mouth, Qantas uses different communication tools.

The first step in communicating precise massage is to identify customer behaviors. To do so, Qantas collects behavioral data. The information is typically collected during customer transactions and interactions. Monthly customer statements are printed and given to a customer, which describes customer's past activities. These statements also contain printed ads of other products that a customer might like to buy. Online medium is also used to send statements. Another advertisement tool is “eDM”, a monthly Frequent Flyer e-Newsletter. More than 1.5 million frequent flyers receive this newsletter, and it is estimated that around 15% to 25% customers click through these newsletters. Qantas's online presence, Qantas.com.au, is one of Australia's most viewed and popular website. It has more than 5 million visitors in a month, which makes it the most effective advertising tool. Another advertisement tool is ...