Presentation Transcript

1. AIRPORT LUXURY SERVICES By: Christopher Alfonso Richard Woods Phillip Campbell Lizbette Downey
2. Marketing Objectives: The marketing objectives of Airport Luxury Service Inc. (ALS) are to reach and inform all air travelers traveling through the Los Angeles International Airport about the services that ALS has to offer. The services we offer are in the interest of all air travelers, who find air travel stressful, and time consuming. The following marketing channels will be used to grow our service (1) company website, (2) Internet commercials, (3) local newspaper ads, (4) flyers, and (5) taxi cab banners. Our stakeholders and shareholders feel that air travelers will be attracted to our services and low prices and the business will grow exponentially for many years to come. Our marketing campaign methods are expected to increase our gross sales yearly by 300 percent AIRPORT LUXURY SERVICE
3. Mission: To make an unfortunate, lengthy delay or cancelled flight less of a nuisance, and more of a welcome, “When you desire leisure or relaxation during your travel, we’ll be waiting” Vision: No one should be left behind or stranded in an airport waiting for continued service. And to provide friendly family oriented environment to air travelers when they are in need of rest and relaxation by filling the void left behind from airliners. AIRPORT LUXURY SERVICE
4. Values: To treat all customers, employees, local and foreign communities with the upmost respect, dedication, professionalism, and integrity. Moreover, to operate economically sound, environmentally friendly, and socially responsible at all times. Objectives: To operate as an individual business and operate out of the Los Angeles International Airport (LAX) To Franchise within five years and expand to growing airport markets both domestic and international AIRPORT LUXURY SERVICE
5. Goods and Services to be offered by ALS Private Family Rooms Single Rooms Private Shower Facilities Cosmetic rentals Movie Theater Massage Services Exercise Gym Concierge Service Wake up Service Movie Rentals AIRPORT LUXURY SERVICE
6. ALS PRODUCT PRICING ALS Movie Theater - $10.00 - per person Massage Services - $100.00 - per hour Family rooms - $50.00 - per hour Single rooms - $25.00 - per hour Exercise gym $25.00 entrance fee (This will also include a medical screening and waiver) Concierge service – Free – (gratuity will be greatly appreciated for this service) Beverages and snacks – will be sold at respected market value Shower rooms - $15.00 - per half hour Movie rentals - $5.00 – per movie AIRPORT LUXURY SERVICE
7. AIRPORT LUXURY SERVICE SWOT ANALYSIS
8. Internal Factors: We will use a third party strategic management and sales team to work with our board of directors marketing team which will focus on expanding our carbon footprint seizing growth opportunities. This will allow the board of directors more time to focus on core competencies without distractions form our external environment. External Factors: There are many external factors that could cause lower than anticipated sales or even worse cause our business to dismantle. However, the external factors that we are associated with provide promising potential in our analysis. AIRPORT LUXURY SERVICE
9. Technological: The wireless Internet broadband technology market is growing and is becoming more available to everyone. Air Travelers can check their flight status by cell phones and laptops this will allow them the freedom of knowing how much time they have to spend in our facilities and will also allow us to prepare for a surge in service when flights are canceled. The growing and advanced use of customer service software will allow us to better communicate with our regular customers by offering specialized service. AIRPORT LUXURY SERVICE
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11. Branding: The core strategy of ALS marketing is to project both its opulence and unwavering dedication to its mission or surprising visitors with its luxury. Internally, staff will be drilled with this mission so that they understand that excellent service is the highest art and not a lowly pursuit. Staff will be directed to seek out new ways to surprise and excite visitors. Staff training, will help staff understand this concept, although new hires will be chosen with an eye towards creativity as well as work ethic. Measurable results that will show that the business is achieving its goal will include customer ratings and customer reviews, press and industry reviews of ALS, and our ability to maintain our level of pricing even in difficult economic climates. AIRPORT LUXURY SERVICE
12. Promotions: Pre-opening campaign - This will begin with teaser commercials with 15 second spots, within the greater Los Angeles metropolitan area. Focus on black and white commercials, spot lighting traveler woes. This will include images of people sleeping on airport terminal benches, long lines at ticket counters, lost luggage, etc… We will end commercials with a fade/out-fade/in to a pair of Red Ruby Slippers & Airport Luxury Services web site. Commercials are meant to make consumers wonder what the commercial was spotlighting, thus making viewers to go to the websites to garner more information. AIRPORT LUXURY SERVICE
13. Opening Campaign: Furthermore, again commercials focusing on traveler issues, but follows with a lead into how ALS can provide value to travelers as they are delayed during their travels. Promotion will also follow in printed material with the same dialog. Focus on major travel newsletter publications, airline printed materials and newspaper / news magazines in the greater Los Angles Metro area. Sustained Campaign: We will continue to capture current events, and use them to ALS’s advantage, regardless if the delays or travel complication occurred at LAX. The message is that it can happen anywhere. We Intend to communicate the message to customers, “when you can’t be home, try our Ruby Slipper treatment, where there’s no place like home”. AIRPORT LUXURY SERVICE
14. Promotions - ALS will also utilize public domains such as the internet, by reaching in agreement with Facebook, Twitter, and other social networking sites to advertise the newly created service. Members of this site would be given first opportunity at promotions and campaigns before general release to the rest of the public. As the launch of ALS occurs, advertising through TV commercials will be limited to Television stations and events that would generally gain the attention of travelers, i.e.; Travel Channel, History Channel, Learning Channel, and such. We would also focus on shows that encompassed a lot of exotic places, such as Amazing Race, Survivor, & Lost. This is an area of further focus later on as with fewer and fewer people watching TV Commercials due to DVR’s and other recording devices, ALS services could be inserted into the shows that encompassed travel or airport usage. AIRPORT LUXURY SERVICE
15. Advertising - ALS will buy advertising time on television during prime time programming in order to reach the highest volume of viewers. We will also buy advertisement on radio were we will schedule our add to run during the morning programming with a target audience of all of the commuters on their way to work, the midday programs so we can target all of the people that get in their car and drive to lunch, and once again in the afternoon for the commute back home. We will also use the Internet for advertisement, and buy promotional space with major search engines like Yahoo and Google. Also, we will create fan pages on Facebook, MySpace and Twitter. Furthermore, we will let the public know what services we offer creating a WOW factor by word of mouth advertisement from customers that have visited our location and then post their experiences online. AIRPORT LUXURY SERVICE
16. As a strategic move ALS will purchase promotion space in Fortune 500 magazine in order to target the business traveler, this will include customers that are too busy to watch television or be members of social networks. The reason we want to target this audience is because they are the ones that spent most of their time living from airport to airport. If we are able to attract this customer ALS will be successful. We will also buy rental space in is the billboards on the roads leading to the airport just to remind travelers that we are there for them. Our last piece of advertising will be done at the airport we will buy some wall space at the busiest terminals at the airport. AIRPORT LUXURY SERVICE
17. Facilities Required Airport Luxury Service will need adequate floor space to accommodate all of the services listed above. In the LAX agency, we will need space for 20 Family rooms (500 Square Feet each), Movie theater (1000 square feet), Fitness Area (1500 Square Feet), Private Shower Areas (1500 Square Feet) Staff Areas; (offices, storage, supplies, administration & custodial) 1500 (Square Feet), and audio & visual telecommunications office (500 Square Feet). For the hospitality supplies (towels, bedding) ALS, will contract out those services so on-site laundry facilities are not required. That area is not needed. All movies and entertainment will be wireless or pumped in via internet connections, so storage facilities for movies and games are not required. AIRPORT LUXURY SERVICE
18. Marketing and product objectives The services provided by ALS will help remove the discomfort the average airport traveler faces, and make their time spent at the airport a more enjoyable and relaxing experience. Airports such as Las Angeles International Airport, has over 59 million customers a year. Many of these travelers, inconvenienced by flight delays, jet lag, and long waits for connecting flights can make great use of our services without expensive memberships or business and first class benefits. The services provided by ALS will be easily accessible to travelers in the international and domestic terminals starting at LAX international airport. ALS plans to build various miniature sized movie theatres comparable to any movie theatre found in your local community. These state of the art theatres will provide the latest box office hits around the clock for those travelers who have a few hours on their hands. Similar to local theaters, ALS theatres will also provide the same concession stands providing soft drinks, popcorn and candy for customers to enjoy during the movie. AIRPORT LUXURY SERVICE
19. With high accessibility for customers and the opportunities to easily expand services, ALS within LAX international airport expects to be fully utilized in a short period of time. ALS will receive high exposure from passengers in LAX, helping our name be spread worldwide, increasing demand to grow domestically and internationally to airports around the world in a short amount of time. If you are traveling on business, or on a family vacation, ALS has the services available to make your travel experience a great one! AIRPORT LUXURY SERVICE
20. Target Markets - Airport Luxury Services inc. is dedicated to serve all airline passengers, young or old, regardless of their social class. Our services are affordable enough to allow any airport traveler in need of our services to experience what we have to provide. Many of the elite airline business clubs provide similar services only utilized by a small percentage of business travelers. Our services do not require business or first class status, memberships, or monthly fees. ALS will be available to anyone traveling through the airports’ domestic or international terminals. Positioning - Provide an entertainment and recreation service to the mass of people in LAX.  We will provide the much needed rest and relaxation for travelers especially those with lengthy delays while, adding little to no added cost to the end user. Services provided include, but are not limited to private showers, movie theaters, private family rooms, child care services, exercise equipment, wireless Internet, personalized travel arrangements, massage services and concierge services. ALS will be open for business according the business at the airport. AIRPORT LUXURY SERVICE
21. Global Markets - One of the goals of ALS is to expand our scope of operations from domestic to international in a period of 10 yrs. We provide a service that allows the customer to remain in the airport while they await for their connecting flight, we believe this service will be a commodity to those people vacationing, who after checking out of their hotel come to find out their flight have been cancel and they don’t have a place to stay, ALS will provide a convenience location for them to relax, and catch the next available flight. AIRPORT LUXURY SERVICE
22. AIRPORT LUXURY SERVICE WHAT WILL YOU CHOOSE
23. AIRPORT LUXURY SERVICE Customers at airport without ALS service ALS customers
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