Sustainable marketing plan Essay Example | Topics and Well Written Essays - 3000 words

Sustainable marketing plan - Essay Example The Oman Air played a significant contribution in making Muscat as a major traffic hub through initiating wide number of commercial, industrial and tourism activities. The network of airline services of Oman Air operates in Middle East, Asia, Europe, and Indian subcontinent. The growth and development history of Oman Air witnessed the commitment towards offering sustainable, reliable and quality services to the customers (Oman Air 2012). Target market Stakeholder analysis and profitability figures of Oman Air have revealed that company is primarily engaged in delivering luxurious airline services to business travelers. Oman Air seeks to target elite class customers, leisure travelers and tourists aspire to enhance their airline service experience. The services are primarily designed to attract and cater international business, pleasure travelers, and upscale customers. In other words, upper middle and high income groups’ customers serve the major target market of Oman Air. The customers seeking comfort, convenience, and value added services are targeted by the company. The middle and low income class customers are already being taken by the low cost carriers and other airline companies. The battle remain in the upper middle and affluent customers, therefore the company intends to target and formulates marketing strategy in order to gain control over this target audience. Oman Air is strived towards delivering consistent and reliable airline services to the target audience evidenced by the continuous increase in the air passenger traffic report of CAPA-Centre for Aviation & Oman Air. The constant increase in the air traffic passengers of Oman Air also indicates the ever increasing expectations of target audience. The target audience adopts for the Oman Air airline services in the expectation of getting more personalized and innovative airline services (Oman Air 2012). Goals for marketing campaign (20 points) The marketing campaign of the Oman Air strives to provide new dimension to the existing airline services of the company. The goals of the marketing campaign in terms of both the 3B’s (Brand, Buzz, and Behavior) and the 3BL (People, Planet, Profits) are: Goals in terms of Brand, Buzz, and Behavior 1) Improving appearance of Oman Air as remarkable, safety, bold and fresh airlines through adding or improving in-flight services features. 2) Fostering the brand image of Oman Air as responsive, prompt, fast, customer oriented, and having courteous attitude. 3) To keep pace with the technological advancement in order to introduce new business models. 4) Formulating promotional messages showing respect and courtesy towards other cultures and backgrounds. 5) To become a member of global premium airline service platform in the coming ten years. 6) To become airline of choice for pleasure travelers and premium customers across worldwide. 7) Offering differentiated and personalized services from all key touch points to strengthen bra nd personality. 8) Increasing presence in the global cities to emerge as a global player. 9) Positioning the airline services in more personalized manner in order to stimulate existing market share. 10) Investigate and introduce new comfort, convenience, and technology driven factors in airline services of Oman Air. 11) Providing a delightful flying experience in order to gain foothold in new geographical regions. Goals in terms of profit, people, planet 12) To increase the revenue growth from 35% to 40% by the end