Air France : Marketing and communication report (2006)

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Air France : Marketing and communication report (2006)

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Abstract

As part of the Marketing Communication project, a team comprising Antoine Cadoret, Nicholas Dawson, Charlotte Fouquet and Stephanie Mazel decided to conduct a study of the communication mix of a European leading airline company: Air France. The purpose of this project is to explore and analyze the developments in the field of marketing communication and the changing relevance of its component processes that have implications for the marketing managers of Air France. This sector was chosen by the team as the marketing trends of the current industry are ever-evolving and helps to understand the communication mix of a high-profile airline company. As consultants, we will provide information and recommended actions to Air France marketing communicators in order to facilitate further success concerning their communication and promotional efforts. In addition, the report provides a useful perspective regarding the proper use and applications of communication marketing. We will stress on the benefits and drawbacks of current practices to conclude with practical suggestions to maximize the communication strategy and communication process value chain and at the same time, maintain a competitive advantage in the market.

Airline sector overview
Air France KLM profile, historical and businesses
1. Company profile
2. Businesses
3. Air France-KLM historical
Swot analysis
1. Micro environment
2. Macro environment
3. Competition analysis
4. Noises
Strategy
1. Analyse the situation
2. Define objectives
3. Define strategy
4. Implementation: An external intermediary to develop the new campaign: the Advertising agency BTC Euro RSC
Communication Mix
1. Below the line (BTL) techniques
2. Above the line (ATL) techniques
Analysis of the strategy
1. Media planning
2. Evaluation of the communication campaign
3. Success factors of Air France communication
4. Designing the good message
5. The buyer readiness stage
Conclusion and Recommendations
1. Face to face recommendations
2. Direct Marketing recommendations
3. Public Relations recommendations
4. Promotion recommendations
5. Advertising recommendations

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[...] It is possible to attribute the AIDA model to Air France regarding its customer readiness stage AIDA model/the strong theory attribute to Air France communication strategy Cognitive Awareness Catching the target market's attention and generating straight forward awareness of the product. Air France uses media advertising, sponsoring and hospitality events to get the brand known and understood as being something different and special, not just an airline company. The affective stage involves creating or changing an attitude. Giving the consumer sufficient information (whether is factual or image based) to pass judgment on the product and to develop positive feelings towards it. [...]

[...] Those techniques are solely aimed at enhancing the brand awareness but this step is necessary if Air France wants to develop customer brand awareness and therefore become the favorite airlines brand www.airfrance.fr Marketing communication Mass Advertising Although advertising is said to be a maturing market, Air France, however, in close relation with the advertising agency BETC Euro RSCG had the unique ability to simplify and condense a complicated selling message into two emotionally 30-second pieces of film supported by key visuals. [...]

[...] ‘Passenger and Freight Traffic Growth Continues on Pace with Forecast - Promising Start to 2006' (April 2006) http://www.iata.org/pressroom/pr/2006-04-03-1.htm Marketing communication With the expansion of the European Union from 15 to 25 member states in May 2004 came the opening of Europe's airline industry, making it the largest liberalized air transport market in the world by population size14. This opportunity could be very interesting for Air France-KLM due not only to a growing number of clients but also the opportunity to increase the number of flights to attractive destinations in terms of business activities or leisure. [...]

[...] Jean-Cyril Spinetta said “This choice shows the place of the Air France staff within its strategy, and proves that the 42 million annual (and mainly international) passengers are at the heart of company decisions.” Marketing communication Conclusion about Internal noises The internal noises have had a good impact on the Air France image. The fact that employees appear to enjoy good working conditions makes the company popular in France and internationally. The company uniform meets the Air France communication objectives and gives a feeling of high quality and prestigious service. [...]

[...] As consultants, we will provide information and recommended actions to Air France marketing communicators in order to facilitate further success in their communication and promotional efforts. In addition, the report provides a useful perspective on the proper use and applications of communication marketing. We will stress the benefits and drawbacks of current practices to conclude with practical suggestions to maximize the communication strategy and communication process value chain and maintain a competitive advantage in the market Marketing communication I. Airline sector overview With reference to the chart below, the figures highlight that European Airlines have the second biggest share of global airline revenues in 2003 (no updated figures for 2004-2005 on the Internet) with a 32% revenue share compared to the 36% revenue share for North America Airlines. [...]

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