Introduction

Firstly, I would like to mention that there were 6 people involved in my focus group. Although this number isn’t as significant, because it involved a more concentrated discussion with respondents, and they had a chance to ask questions and bring forward some of their thoughts and opinions with detailed explanations about each particular promotion, it, therefore, helped to obtain some qualitative data, which would, in addition to the previous questionnaire for my primary research and some information obtained from the secondary research, help me decide what two promotional methods I’m going to do for my product and chosen business.

There were four adverts as a form of promotion involved in the focus group. There were several sets of questions involved, where my respondents had to choose an appropriate answer, rate or comment on a particular promotion/advert. In the end of the focus group there were several questions provided which were aimed to encourage my respondents to provide an overall view on all adverts and allow them to choose the most favourable advert identifying the reasons why the chose that particular advert, and the factors which made that advert most effective amongst the others and effectively encouraged the respondent to choose it. In the end it would also ask my respondents to choose the least useful advert with a further explanation of why they thought it was least useful, requiring the respondents to provide an explanation of how they thought it could be possibly improved.

The discussions were carried out as my respondents went through the questions, which made it much easier, because they had less questions as some respondents could answer other respondent’s questions.

The first advert was promoting the new Sony noise-canceling headphones, the second advert was about the new digital Dictaphone by Philips which would allow to transfer reordered voice into the text format; the third advert was advertising new Bose noise-canceling headphones, which was aimed to identify the contrast between Sony and Bose adverts although the products were the same. And the last, fourth advert was promoting the new Raymond Weil luxury watch.

Analysing the first question

The first question was requiring my respondents to rate the design of my headphones in terms of its attractiveness on the 1 to 4 scale, where 1 was considered to be very attractive, 2 was considered to be fairly attractive, 3 was considered to be neutral and 4 was for those people who didn’t like the design. The general response from the focus group of an average of 1.83 suggested the design was perceived as between very attractive, moving towards fairly attractive.

Analysing the second question

This question was requiring my respondents to rate the adverts in terms of the extent to which they are encouraged to buy the product, when they look at the given adverts. The response from the focus group of an average of 1.66 for the Sony’s advert for this question suggested that Sony advert was on average ‘very encouraging to buy’, moving towards ‘encouraging to buy’. An average of 2.5 for the Philips advert suggested that Philips advert was on average between encouraging to buy and neutral. An average response of 3.16 obtained from the focus group suggested that Bose advert was in the neutral category. An average response of 2 obtained from the focus group suggested that Raymond Weil advert was on average ‘encouraging to buy’.

Analysing the fifth question

This question was aimed to encourage my respondents to identify how memorable the given adverts were. An average of 1.5 for the Sony’s advert, obtained from this focus group suggested that Sony’s advert was on average between very memorable and memorable. An average response of 1.83 obtained from the focus group suggested that Philips’ advert was on average in the first category- very memorable, but very close to the second category- memorable. An average response of 3, obtained from the focus group suggested that Bose’ advert was on average moving towards the memorable category. The response obtained from the focus group suggested that Raymond Weil advert was on average rated as 1.66 between ‘encouraging to buy’ and ‘neutral’ categories.

Analysing the seventh question

This was a simple ‘Yes’ or ‘No’ question aimed to identify whether or not my respondents liked the background of a particular advert. In this question, it was set that ‘1’ stays for ‘Yes’ which effectively means that respondents like this advert in terms of its background, and ‘2’ stays for ‘No’ which means the opposite. The response, obtained from the focus group suggested that everyone in my focus group liked the background of the Sony advert, and its average was 1. The response obtained from the focus group suggested that the average for Philips advert was 1.3, which implies 4 people out of 6 liked this advert, however, it wasn’t as good as the Sony’s advert. The response obtained from the focus group suggested that everyone in my focus group disliked the background of the Bose advert, and its average was 2. An average response of 1.5 obtained from the focus group suggested that half of my respondents didn't like the Raymond Weil, and another half did.

Analysing the question 9

This question was aimed to encourage my respondents to rate the adverts in terms of how well they identify the main strengths of the product. An average response of 1.3 obtained from the focus group, implies that Sony’s advert can be put into the category 1, which means the advert by Sony perfectly outlines the main strengths of the product. The response obtained from the focus group suggested that an average of 3 implies that Philips advert can be put into the category 3, which means the advert by Philips only outlines certain strengths of the product, but not as well as e.g. the Sony’s advert does. The response obtained from the focus group suggested that an average of 2.5 implies that Bose advert can be put into the category 2,however it is in between categories 2 and 3 which means the advert by Bose outlines strengths of the product relatively well, however it is close to category 3 which means it is only advertising certain strengths of the product, but not all of them. An average response of 2.6, obtained from the focus group implies that Raymond Weil advert can be put into the category 2,however, it is very close to moving into category 3 which means the advert by Sony perfectly outlines the main strengths of the product.

Analysis of the question 17

This question was requiring my respondents to rate the adverts in terms of their usefulness and effectiveness in terms of promotion. ‘1’ meant it was excellent, ‘2’ meant it was pretty good, ‘3’ meant it was satisfactory, ‘4’ meant it was poor, and ‘5’ meant it was completely useless. The response obtained from the focus group suggested that an average of 1.83 implies that Sony advert can be put into the category 1, which means the advert by Sony was ranked as an excellent advert. However, it is moving towards group 2, which implies that Sony advert was closer to the category ‘pretty good’. The average response obtained for the Philips’ advert from the focus group suggested that an average of 3 implies that Philips advert can be put into the category 3, which means the advert by Philips was ranked as satisfactory. An average of 3.8 implies that Bose advert can be put into the category 3, which means the advert by Bose was ranked as satisfactory. However, it very close to moving into category 4, which implies the Bose advert was ranked as poor. And an average response of 2.5 implies that Raymond Weil advert can be put into the category 2, which means the advert by Raymond Weil was ranked as pretty good. However, it is between ‘pretty good’ and ‘satisfactory’ categories.

Analysing the question 18

This question was aimed to identify whether or not my respondents thought each advert was an appropriate form of promotion for a particular product that it was advertising. General response obtained from the focus group suggested that everyone in my focus group said that Sony's advert was an appropriate type of promotion for a particular product with an average of ‘1’. An average figure of ‘1.3’, obtained from the focus group implies that 4 out of 6 respondents in my focus group said that Philips advert was an appropriate type of promotion for a particular product. However, the response obtained from the focus group for the Bose advert implies that only 2 out of 6 of my respondents said that Bose advert was an appropriate type of promotion for a particular product, which also implies that it wasn’t very effective, as it could have probably worked better and more effectively, if it was advertising a different product. Similarly to the response obtained for the Sony’s advert, an average response of ‘1’ obtained from the focus group suggested that everyone in my focus group said that Raymond Weil's advert was an appropriate type of promotion for that particular product.

The overall average

With an average overall of 1.38 the response obtained from the focus group, implies that overall Sony's advert obtained the highest score among the other adverts, taken into the account the layout, style, message and other important factors. In addition, the response obtained from the focus group suggested that an average of 1.88 implies that overall Raymond Weil's advert obtained the second highest score among the other adverts, taken into the account the layout, style, message and other important factors. Although, Philips' advert didn't get the highest rating in each category, overall its was a fairly effective type of advert and an appropriate use of promotion for this particular type of product. An overall response, obtained from the focus group, suggested that an average of 2.16 implies that overall Philips advert, wasn't too bad among the other adverts, taken into the account the layout, style, message and other important factors. However, it could have been better. With an average overall score of 2.69, obtained from my focus group, it implies that overall Bose advert obtained the worst score among the other adverts, taken into the account the layout, style, message and other important factors, which implies that the way Bose promotes some of its products or their adverts are not particularly effective or in some cases inappropriate.

Analysis of the questionnaire

From this diagram it is evident that 80% of my respondents are between 14 and seventeen years old and 20% between 18 and 25. This was affected by the fact that I’ve conducted my questionnaire at school. However, I think that this doesn’t make this data bias, because my potential customers are most likely to be young people, who are currently interested in all products produced by Apple such as iPods and iPhones and, therefore, will be most likely to support an introduction of the new product. In addition to this, I will conduct a further research targeting older groups of people.

From this diagram it is evident that 52% of my respondents were male, which implies that most of the people who agreed to fill my questionnaire and who were interested in the new product were men. This data can be useful in terms of targeting my promotional strategy at particular gender groups. For example, I may introduce the promotion that if a woman buys new Apple Headphones, she may receive a discount for perfume or cosmetics.

The diagram shown above identifies how often my respondents fly. It can be clearly seen that 24% of the respondents fly relatively frequently and other 44% fly more than 3 to 5 times a year. On the diagram below, I’ve shown out of those respondents who chose ‘other’ types of flights, how many times a year they fly and its percentage.

It can, therefore, be seen that out of those 44% of those respondents who chose ‘other’, half of whose fly from 6 to 8 times a year, 17% fly 10 and 12 times a year, and 8% fly 7 and 16 times a year respectively. This, therefore, means there’s a higher chance that these people will find this product useful and are also more likely to be attracted to buy this product by my promotional strategy.

The diagram shown above clearly identifies what types of flights in terms of their length are most popular amongst my respondents. This data will help me to identify whether to introduce my promotional strategy on particular flights or maybe introduce a different price for rent strategy for particular flights. From this pie chart it can, therefore, be seen that 80% of the respondents fly short distance flights up to 1 hour, which implies that it isn’t sensible to charge people on short flights a high rent price for the new headphones. This data also allows me to target short flights in particular operated by different airlines, rather than spending time and money on less perspective types of flights. However, 16% of flights chosen by my respondents were long distance flights 8 hours and longer. Although this figure is relatively small comparing to the percentage for short distance flights, on the long distance flights there isn’t much to do on the plane. Therefore, there’s a higher chance that people will use headphones to listen to the music, and comfort and such function as ‘noise-canceling’ might also be beneficial and encouraging to buy these headphones.

From the diagram shown above, we can identify the top three airlines, 36% of my respondents use British Airways airlines, 11% use Lufthansa airlines and 9% use Easy Jet airlines. This implies that it may be more sensible to promote new headphones by Apple on these particular airlines or maybe use them more frequently than others. However, this data is relatively bias, because most of my respondents were citizens of UK, and such airlines as British Airways and Easy Jet are very popular in UK in particular. Those people who may potentially be on my flight and buy new headphones might actually use other airlines and fly from another country where these airlines are more popular than in UK. Therefore, further attention to the other airlines should be paid. If we look at the rest of the airlines chosen by 4% to 5%, they are such airlines as: BMI, Air France, SAS, Virgin, SWISS, KLM and even Singapore Airlines. From my own knowledge and experience I know that all of these airlines offer different level of customer service and quality of the flight. Therefore, it’s not necessarily that there’s no point promoting new Apple headphones on the Singapore Airlines, it’s the fact that some of my respondents haven’t yet flown on these airlines yet, cannot afford it, prefer a different class, or some of the airlines might have better routes and prices on particular flights, which might also affect people’s choice. However, I also need to take into the account the fact that although Apple is a big company, it has limited marketing budget, and is therefore unlikely to be able to afford to promote new Apple noise-canceling headphones on all airlines and routes, as well as advertise them in the media sources. My initial aim was to develop an effective promotional strategy and this also includes that it will be cost beneficial for the company I choose. From perspective, new Apple headphones and my promotional strategy should first be introduced on the most popular flights and airlines. It can then be analyzed whether this method was effective. In the long term, if my promotional strategy works out well, it may then be introduced on the other routes and airlines, which will minimize the risk of making losses due to an introduction of a new promotional method.

From this diagram it is evident, that I was trying to find out what airlines are used amongst those respondents who chose ‘Other’ airline in the previous question. It can, therefore, be identified that 18% of the respondents chose Emirates airlines and other 18% chose Kaliningrad airlines, and all the other 8 airlines were chosen by each 8% of those respondents who chose ‘Other’. Although, the percentages of people who chose the airlines given above weren’t very significant, it could be due to the limits of my questionnaire, and I can also use this information to track potential future increase in the demand for these airlines in my further marketing research.

Although I was initially predicting a different response from my respondents who fly quite frequently, 43% of the respondents don’t use air miles, which means it is unlikely that allowing people to spend their air miles on the new Apple headphones will make my promotional strategy more effective. However, 6% of the respondents said that they do spend their air miles on such goods as electronics, which means that there’s still a chance that they might buy new headphones using this method. Although this percentage is not very significant, my questionnaire only involved surveying 25 people, which isn’t very many, and if I did my questionnaire at a different place and time with a bigger number of people involved, I could have got a higher percentage. Also, it was beneficial for me to find on what type of goods other than electronics my respondents spend their air miles on, in order to be able to compare them and see how likely they will be to buy my headphones. In addition to this I also found, that two of those respondents who chose ‘Other’ wanted to spend their air miles on a ticket, or that 6% of the respondents spend their air miles on toys, and from my own experience I have to say, people do buy toys in the airports or on the place quite often using their air miles so there’s a similar chance of them buying electronic goods such as headphones as well.

On the diagram shown above it is clearly shown that 20% of my respondents said they were very likely to buy such goods as electronics, perfume and other goods that you can buy on the plane, and other 20% said that they were ‘likely’ to buy. Also, 28% said ‘maybe’, which implies overall, there’s from 40% up to 68% chance that my respondents will buy any good from an in-flight magazine. This, therefore, means that if I choose to advertise new Apple noise-canceling headphones on the front cover or the first several pages of the in-flight magazine as a part of my promotional strategy, it might actually be quite effective, because people are very likely to pay more attention to my advert in the in-flight magazine, as they will be on the plane and will have more free time to look at a particular product or read about it. However, in spite this relatively high percentage, 20% of my respondents said that they were unlikely to buy anything from anything from an in-flight magazine, and 12% said that will never buy anything from an in-flight magazine, from what it can evaluated that I have to keep searching for other methods of displaying or advertising new Apple headphones as a part of my promotional strategy.

The diagram shown below identifies my aim to find out how recognizable Apple brand logo is in relation to the logos of the other companies and brands. We can clearly see that recognition of the Apple logo has a phenomenal 100% rate amongst all respondents, whereas other brands of such companies as AKG and Bang and Olufsen which are specialized at producing high quality audio and video products such as noise-canceling headphones, are less recognizable than Apple, with Bang and Olufsen having 36% recognition and AKG having 8% recognition. I was also interested at looking how recognizable Apple brand logo is in comparison to the brands which are not related to electronics or headphones. From this diagram it is evident that such popular clothing brands as Gucci with 56%, and automobile brands such as BYD with 12%, Subaru 68% and Lexus with 88% are much less recognizable than Apple. This, therefore, implies that although Apple doesn’t yet have any reputation on the headphones market, it was more recognizable by respondents than some other popular brands on the headphones market as well as in other areas. Therefore, there’s no doubt that producing my promotional strategy for the Apple Inc. will also make my promotional strategy more effective, and I predict potential customers to respond with more attention to my promotion as I chose a more recognizable company on the market in UK.

T he diagram above illustrates the results, which I have obtained from my questionnaire by asking my respondents to write their associations with a particular brand, when they looked at a picture of the headphones design of which is going to be used for the new Apple headphones in my promotion. From this diagram it can be clearly seen, that 48,3% of the respondents which is almost a half of my respondents said that when they have associations with “Apple”, 20,7% of the respondents said “Bose”, and 13,8% said “Sony”. However, such brands as Senheiser with 6,9%, JBL, Creative and Panasonic with 3,4% each which are particularly specialized at producing high quality headphones weren’t as popular as expected. It was also interesting to see, that although the design of the headphones shown on the picture below has no similarities with the design used in “Bose” headphones, 20,7% is a significant percentage, and it’s important that I use this information in my promotion to encourage people to have more associations with “Apple” brand than with “Bose”. The fact that 13,8% of the respondents had associations with “Sony” when they looked at the picture also suggests that I should spend extra time looking at the design and promotions used by “Sony”.

From this diagram it is evident that the top three brands rated as likely to buy were “Sony”-25%, “Senheiser”-25% and “Apple”-19%.

From the diagram given above it is evident that the top thee brands rated as ‘favourite’ were: “Apple” with 25%, “Bose”-22%, and “Sony”-19%. It is also important to mention the fact, that in comparison to the first diagram, on the diagram below “Apple” is on the third place rated as ‘likely’ to buy. This means, that although 25% of my respondents rated ‘Apple’ as their ‘favourite’ brand, only 19% of them rated it as ‘likely to buy’, which implies there are other reasons such as not being able to afford to buy Apple products, which prevent people from buying their products. This will be taken into the account in my promotional strategy, where I will have to think about other factors which might encourage people to buy new Apple headphones. The fourth most favourite brand according to my questionnaire was Bang and Olufsen with 13%, but other brands which also specialise in producing headphones and noise-canceling headphones in particular weren’t both rated as popular or likely to buy. If we look at two diagrams, then we see the rest of the brands rated as ‘favourite’ were: “Pioneer” and “Panasonic” with 6% each, “Senheiser”, “AKG” and ‘Other’ with 3% each, and in the ‘likely to buy’ category there were: “Bang and Olufsen” and “Bose” with 13% each, and “Philips” with 6%.

In addition to this, there’s also a diagram which shows the percentage out of those respondents who chose ‘maybe’ and brand ratings were as follows: “Panasonic” with 19%, “Creative”, “Philips”, “Apple”, “Senheiser” and “Bose’ with 13% each, “Pioneer’, “Bang & Olufsen” and “Sony” with 6% each. This data implies that out of those respondents who were not sure whether they would buy the headphones from any given brands and chose ‘maybe’, the obvious leader is “Panasonic”, so there’s something that still potentially encourages my respondents to buy headphones from “Panasonic” rather than other firms, even when they’re not sure.

On the pie chart given above I wanted to display percentages of my respondents who were prepared to pay a particular price to rent noise-canceling headphones on the plane. From here we can clearly see, that only 4% of my respondents were prepared to pay £1 pound, 24% of the respondents were prepared to pay from £1.01 to £2, 28% of the respondents were prepared to pay from £2.01 to £3, another 28% were prepared to pay from £3.01 to £4 and 16% of the respondents, which is relatively significant said they wouldn’t prepared to pay for headphones rental. From this data we can, therefore, evaluate that most of my respondents were prepared to pay more than £1 in order to rent the headphones. Although my initial aim is to develop a new promotional strategy and method rather than earn money on rent, this method can actually help “Apple Inc” save some of the costs on promotion, because the majority of my respondents were prepared to spend money on renting the headphones.

The diagram above illustrates the factors which influence my respondents’ choice and encourages them to buy electronic products such as headphones. From this pie chart it is evident that 39% of the respondents chose brand name as the main factor which affects their choice, 15% of the respondents gave their preference to ‘discounts’, 13% to linked offers and advertising, 10% chose headphones and free iTunes vouchers, and 5% chose money off coupons and ‘other’ factors which affect their choice. By analyzing this pie chart we can clearly see that one of the main influences which affect my respondent’s choice after the brand name are discount and linked offers e.g. Buy an iPhone and headphones for free, therefore it might be effective if I introduce discounts and ‘linked offer’ methods as a part of my promotional strategy which are likely to make it more effective in the end. However, such factors as advertising, money off coupons, and ‘buy headphones and get a free iTunes voucher’ were not as popular amongst my respondents. Out of those respondents who chose ‘Other’, two people chose quality and one chose experience with the product and what he has learnt from the other people.

Q2

-

Apple headphones- like coz of colour, shape, depends on material they’re made of, shape, colour

Q3

Style, simplicity, informative, contains useful info and has a good idea, design, they guy at the background

Sony- good idea of advert,

Philips- clear image of the product, nothing

Bose- very informative, nothing

Raymond- clear image of the product, the watch looks attractive

Q4

Bose is boring, too much text, in German

-small size of the product that is not necessarily noticeable

-don’t understand IQ, too simple

-too much written- no one will be bothered to read

-just fine

Raymond is very typical, nothing new really, NOT offering GIRLS’ watch

Q6

Sony- new interpretation of headphones, good idea,, the guy at the background looks attractive, and Philips is not like others, simplicity

Philips- nice and bright

Bose-not memorable at all

Raymond- looks desirable, close up on watches, liked the watch

Q8

Sony doesn’t interact, supports image of the product, the guy, Philips is bright and memorable, and Raymond doesn’t take much attention

-like the guy

-bright

-

-contrast

Q10

Sony-1

Philips-2

Bose-1

Raymond-3

Sony has good comparative image, strength of headphones is shown

Philips doesn’t say much, not clear what is on advert,

Bose gives explanation of the components, clear explanation

Raymond gives explanation of the components, clear picture, you can’t tell about the quality of the watch by just looking at the picture, although it’s SWISS

Q11

Sony-yes, yes, yes, maybe

Philips- probably yes, no, no

Bose- not really, yes, no

Raymond- yes, yes, yes

Q12

Sony- The sound effect, volume/sound, these headphones are for people who are addicted to music!

Philips- Size, lightness, etc. the shape, there’s a button ON/OFF on the phone, not clear

Bose- extra features, good quality, don’t know

Raymond- innovations, perfect contraction, buy this watch

Q13

Sony- yes, yes states how good is it in comparison to others

Philips- yes,

Bose-no, didn’t really get it, yes shows quality

Raymond- yes, yes sounds good,

Q14

Sony- yes, it’s new, yes good picture

Philips- yes, it’s simple, no

Bose- no, no boring

Raymond- no, yes shows different sights

Q15

Sony-yes, maybe

Philips-no, yes

Bose-hopefully, yes

Raymond- don’t know, yes- OMEGA watch

Q16

No

-no, writing is too small, Sony is original

-yes, good contrast, no

-no, boring, lots of writing, no

-yes, suits the picture, no

Q19 It’s an appropriate form of promotion or not, because:

Sony- consumers can read extra info, image is important, looks attractive

Philips- catchy image

Bose- due to explanation and info

Raymond- style, typical watch layout though, nothing special, quite good, but not competitive, encourages to buy it

Q20

Sony- it’s attractive, original, simple, and there’s a real person in there

Philips- it’s bright, light, simple, nice and pretty, sony and Raymond- easy to understand the product and its purpose

Bose- a lot of explanation about product, clear picture

Q21

No

TV is more entertaining and requires less effort to get the message across

For Sony and Raymond- No, for Philips and Bose- Maybe

Never saw one

Prefer magazine advert, coz it’s more informative

Q22

Just like the advert

-Good quality and high pricing, desire to be special

Q23

Least useful is Bose, coz it’s boring, too much text, Bose- too much info

Philips- no clear message, no explanation what the product is designed for

Q24

Bose-Put more images rather than words, put more people into it, bring some life into the advert

Philips-Write more

The advert has to be bright, show what the product is and clearly outline what it can be used for, as well as be attractive, unusual and with some info

Task 5

My main marketing objectives are:

• To bring the buying decisions forward by using two different methods of promotion. They will effectively identify the main strengths of my product and its advantages amongst the similar products currently available on the market, and effectively convincing the customers to buy my product.

• To encourage long-term loyalty, by offering my customers vouchers, discounts, long warranty period and high quality customer service.

• To encourage consumers to buy a new product, by introducing a new design of the product, which is more practical and convenient for consumers to use, as well as offering a very unique noise-cancelling function in my headphones.

Promotion 1

This method of promotion will involve giving people out new Apple noise-cancelling headphones on the medium and long flights, in order to listen to the music or watch a video. There will generally be two options. The first one involves people renting the headphones on the plane for £2 per flight with an option to buy the headphones on the plane, by using cash, credit/debit card, or their Mileage Card. In this case, each customer will also be given a free £5 voucher to download music from iTunes or receive a £5 discount on the headphones. The second option is that, a chosen airline buys the headphones from me, and gives them out to the passengers on its flight for free.

This method of promotion will target those people who have a relatively long flight, and therefore, are most likely to enjoy using my product as well as find it useful to buy, as it will effectively allow them to comfortably listen to their favourite music without any air-craft noise interruption. Also, due to the fact that I will use this promotion on the medium to long term flights, the flight tickets are likely to be relatively expensive, which means my potential consumers are likely to be those people who can afford to buy my product. The main target audience for this promotion will be business people of a middle age, as well as young people, such as students. These two groups of people travel relatively frequently and are, therefore, likely to enjoy using my product- noise-cancelling headphones on their flight, because they will be made comfortable particularly for those people who are on the long flights. In terms of awareness for the product, I’m going to use a simplistic design and white colour, which according to my secondary research, people often recognise to be Apple, which will create a high brand awareness. My potential consumers may also find it convincing to buy my product, because this way they will be able to spend their air miles, without actually having to pay in cash or by a normal card, which makes it more convenient to buy.

In addition to this, in terms of originality, it is a relatively original and unique type of promotion, because it’s very rare when people on the plane are offered to rent or use a particular product, especially an electronic one. Those people on the flight, who already use some sort of headphones may actually have a chance to compare they’re currently using with mine, which should clearly outline the main advantages of my product over the ones already presented on the market. This might, as a result, improve my brand loyalty.

In order to be eligible for this type of the competition, my consumer will need a flight ticket and any form of payment, whether it’s cash, card, or mileage card. Initially, this promotion will run from the beginning of November 2009 till January 2010.

Although, this type of promotion is unlikely to be cheap, and is likely to lead to high costs in the short run, the costs of promotion can actually be reduced if my product, is not e.g. promoted on all airlines and flights, but is only targeted at particular airlines and flights, where people do actually have enough time and money as well as higher demand for the product. In addition to this, this type of promotion is relatively memorable, because it’s fairly unusual to actually give people the product to try and use for a certain period of time, especially on the plane, where it is highly likely to be used. This also makes this promotion very original, because there’s no information currently available that suggests that my competitors have ever tried to use this method. Overall, this type of promotion should be relatively memorable and cost-effectiveness can be achieved.

Promotion 2

This method of promotion will involve putting adverts of my product into in-flight magazines into the back of the seat of each passenger. The advert will be located on any of the first four pages in the magazine. There will be a picture of my product, with some technical information. Similarly to the promotion method 1, all potential consumers will be offered a £5 discount, if they buy my product on the plane, as well as £5 iTunes voucher to allow them to download the music or software they like. The effectiveness and memorability of this advert depends upon the place or position in the in-flight magazine, where my product will be advertised, which will also effectively determine cost-effectiveness of such a business. Although there are plenty of similarities between two types of promotion, in the second type of promotion, potential consumers will be given an opportunity to read more about the product in the in-flight magazine. For some people, it may be more convenient to firstly look at the advert in the magazine and read more about the product, before they try or buy this product. My advert will also contain some technical information about the headphones, which some potential customers might be interested at. Target audience are likely to be people 18 to 30 years old, and there will be on average about 219 people of potential viewers or readers targeted. In order to be eligible to receive a £5 iTunes voucher or discount, the customers will have to buy the headphones on the plane. It is likely to be effective, because according to my primary research, 68% of the respondents said they were likely to buy a product from an in-flight magazine.

Aircraft	Range	Number of Seats			Video
		Premium	Economy	Total
737-700 (737)	2,700	12	112	124	Yes
737-800 (738)	2,700	16	144	160	Yes
747-400 (744)	7,825	65	338	403	Yes
757-200 (757)	2,900	24	159	183	Yes
757-200 (with live TV) (757)	2,900	26	158	184	Yes
757-200ER Transatlantic (757)	4705	16	158	174	Yes
767-300 (763)	3,600	24	238	262	Yes
767-300ER (763)	6,400	36	181	217	Yes
767-400ER (764)	6,400	36	249	285	Yes
767-400ER Transatlantic (764)	6,400	42	204	246	Yes
777-200 (777)	7,500	50	218	268	Yes
777-200LR (777)	9,450	43	233	276	Yes
MD-90 (M90)	1,900	12	138	150	Yes
MD-88 (M80)	1,700	14	128	142	No

Average of total seats: 219.5714

If flights are cancelled, I won’t be able to sell any headphones.

Main airlines

How many flights they have per year each

219 seats*annual flights

Sum of all airlines’ results

Example of my advert is given below:

Second example of my advert:

Research:

69% of long-haul passengers watch an on-board movie when they are flying

20% rather watch news

On average, long-haul passengers on the main European airlines watch on-board TV during 80 minutes

International Flights Programme title : Bienvenue & News Frequency : Monthly Passengers : 1 174 265 per month Languages : French / English Rate for a 30" spot : 13 000 €

International Flights Programme title : Skylines Video Magazin Frequency : Bi monthly Passengers : 254 000 per month Languages : German /English Rate for a 30" spot : 4 800 €

International Flights Programme title : BBC World news Frequency : Monthly Passengers : 1 120 000 per month Languages : English Rate for a 30" spot : 33 915 GBP

International Flights Programme title : Classical CSA Video Frequency : Bi-monthly Passengers : 8 750 per month Languages : Czech / English Rate for a 30" spot : 104 650 CZK

International Flights Programme title : Airbus Europe Frequency : Monthly Passengers : 161 500 per month Languages : Swedish/ English Rate for a 30" spot : 3 500 €

International Flights Programme title : Canal Ronda Entertainment Frequency : Monthly Passengers : 2 327 734 per month Languages : Spanish/ English Rate for a 30" spot : 7 600 €

International Flights Programme title : During the news Frequency : Monthly Passengers : 1 000 000 per month Languages : German /English Rate for a 30" spot : 19 500 €

International: Asia Flights Programme title : Inflight Entertainment: News, films, sport channels Frequency : Monthly Passengers : 136 000 per month Languages : English / Swedish Rate for a 30" spot : 75 000 SEK

International Flights Programme title : After Take Off video Frequency : Monthly Passengers : 190 000 per month Languages : English / French Rate for a 30" spot : CHF 12 000

International Flights Programme title : General video Frequency : monthly Passengers : n/a per month Languages : Portuguese/English Rate for a 30" spot : 4 800 €

Lounges	Aircraft lockers	Cards in seat pocket	Amenity kits
Mailings	Brochures	Menus	Duty Free bags
Refreshing towels	Ticket wallets	Timetable	Cards with headphones

Country	Airline	Title	Passengers in 2006	Circulation	Audience	Periodicity	Colour Page
Angola	TAAG Airlines Angola	Austral	240 000	50 000	250 000	Quarterly	5400 USD
Argentina	Aerolineas Argentinas & Austral	Aerolineas Argentinas	6 215 158	450 000	600 000	Monthly	8400 USD
Armenia	Armavia, Lufthansa, Austrian Airlines, Aeroflot, Air France, BMI, Air Arabia	Flight Magazine	788 656	30 000	180 000	Bimonthly	1500 EUR
Asia	12 Asian airlines	CNN traveller Asia Pacific	184 432 403	40 000	308 000	Bimonthly	6750 USD
Australia	Qantas	Qantas The Australian Way	24 691 545	130 000	429 000	Monthly	18920 AUD
Austria	Austrian Airlines	Skylights	9 151 610	75 000	225 000	Bimonthly	5600 EUR
Austria	Austrian Airlines	Succeed	9 151 610	105 000	262 500	5 issues per year	12075 EUR
Austria	Austrian Airlines	Skylines	9 151 610	146 000	402 000	Bimonthly	10800 EUR
Belgium	Brussels Airlines	b Spirit!	5 100 000	25 000	400 000	Bimonthly	7115 EUR
Belgium	Brussels Airlines	b there!	5 100 000	100 000	196 000	Monthly	10494 EUR
Brazil	TAM Linhas Aereas	TAM Magazine	25 962 118	120 000	420 000	Monthly	33500 USD
Brazil	JET Site	Jet Magazine	0	80 000	125 000	Monthly	15400 USD
Brunei	Royal Brunei	Muhibah	1 119 340	25 000	260 000	Bimonthly	4000 USD
Cambodia	Siem Reap Airways	Sarika	110 000	75 000	75 000	Quarterly	1950 USD
Canada	Air Transat	Atmosphere	2 900 000	70 000	700 000	Bimonthly	13300 USD
Central America	TACA	Explore	5 418 154	30 000	852 000	Monthly	4895 USD
Central America	American Eagle	Latitudes (Nov-Dec)	18 518 861	90 000	1 083 000	1 issue per year	11790 USD
Central America	American Eagle	Latitudes	18 518 861	90 000	1 083 000	Bimonthly	10790 USD
Chile + Peru + Equator + Dominican Republic	Lan Group	IN	11 088 296	45 000	500 000	Monthly	6330 USD
China	China Southern Airlines	Nihao	56 521 516	150 000	3 800 000	Monthly	13012 USD
China	China Eastern Airlines	Eastern Air Connections	38 901 611	200 000	3 250 000	Monthly	21634 USD
China	Air China	The wings of China	34 752 207	150 000	2 425 000	Monthly	158000 CNY
China	5 Chinese airlines	Air Travel	110 314 597	250 000	2 430 000	Monthly	118580 CNY
China	China Eastern Airlines	View	38 901 611	100 000	2 200 000	Monthly	9907 USD
China	China Airlines	Dynasty	10 084 427	50 000	810 000	Monthly	10710 USD
China	9 Chinese airlines	CAAC Magazine	183 268 362	280 000	780 000	Monthly	14750 USD
China	China Airlines	Sky Couch	10 084 427	35 000	800 000	Monthly	8000 USD
China	China Southern Airlines	Gateway	56 521 516	220 000	5 100 000	Monthly	22921 USD
Croatia	Croatia Airlines	Croatia	1 545 296	27 500	85 000	Quarterly	18000 HRK
Czech Republic	CSA Czech Airlines	Review	4 681 303	50 000	230 000	Bimonthly	7334 EUR
Egypt	Egyptair	Horus	6 310 376	90 000	460 350	Bimonthly	9640 USD
Emirates	Etihad Airways	Etihad	4 641 187	18 000	200 000	Monthly	13500 USD
Emirates	Emirates	Portfolio	20 447 229	9 216	200 000	Monthly	6500 USD
Emirates	Emirates	Open Skies	20 447 229	68 000	1 000 000	Monthly	14000 USD
Emirates	Emirates	Dubai Voyager	20 447 229	30 000	75 000	Monthly	3450 USD
Ethiopia	Ethiopian Airlines	Selamta	2 290 179	70 000	400 000	Quarterly	3640 GBP
Finland	Blue1	Blue1 Dream	1 749 154	23 000	500 000	Quarterly	6500 EUR
Finland	Finnair	Blue Wings	6 988 724	70 000	328 000	10 issues per year	8400 EUR
France	Air France	Air France Magazine	50 464 873	386 019	1 128 000	Monthly	21600 EUR
France	Air France	Air France Madame	50 464 873	263 949	1 800 000	Bimonthly	16800 EUR
France	L'Avion Paris-NY (Elysair) & airports	Tentation	40 000	85 000	500 000	Quarterly	8700 EUR
Germany	Lufthansa	Lufthansa Magazin (zone 1)	54 164 071	604 990	1 385 000	Monthly	28100 EUR
Germany	Lufthansa	Lufthansa Exclusive (zone 1)	54 164 071	291 872	291 872	Monthly	18750 EUR
Germany	Lufthansa	Lufthansa Magazin (zone 2)	54 164 071	604 990	1 385 000	Monthly	29950 EUR
Germany	Lufthansa	Woman's World	54 164 071	223 000	217 000	Quarterly	14600 EUR
Germany	Lufthansa	Lufthansa Exclusive (zone 2)	54 164 071	291 872	291 872	Monthly	20700 EUR
Germany	Lufthansa	Lufthansa Media World	54 164 071	55 000	220 000	Monthly	6500 EUR
Germany	Air Berlin	Air Berlin Magazine	14 958 642	500 000	1 250 000	Bimonthly	16950 EUR
Germany	Condor	Condor	7 167 279	161 182	600 000	3 issues per year	9900 EUR
Greece	Aegan Airlines	Blue	4 734 254	180 000	1 300 000	Quarterly	6500 EUR
Hong Kong	Cathay Pacific	The Club	17 694 817	170 916	200 000	Quarterly	12500 USD
Hong Kong	Cathay Pacific	Studio Cx	17 694 817	21 783	172 000	Monthly	6850 USD
Hong Kong	Hong Kong Airlines	Hong Kong airlines magazine	0	12 000	167 000	Bimonthly	5000 USD
Hong Kong	Cathay Pacific	Discovery	17 694 817	212 500	1 614 000	Monthly	21220 USD
Hong Kong	Dragonair	Silkroad	5 477 376	55 250	558 000	Monthly	12700 USD
Hungary	Malev Hungarian Airlines	Horizon	3 133 574	33 000	100 000	Monthly	4400 EUR
India	Air India	Namaskaar	14 288 705	150 000	700 000	Monthly	8500 USD
India	Air India	Corporate	14 288 705	80 000	320 000	Bimonthly	13700 USD
India	Air India	Swagat	14 288 705	160 000	1 000 000	Monthly	6700 USD
Indonesia	Garuda Indonesia	Garuda	9 633 483	70 000	1 000 000	Monthly	11300 USD
Ireland	Aer Lingus	Cara (Double issue)	9 304 679	45 000	750 000	4 issues per year	5995 EUR
Ireland	Ryanair	Ryanair Magazine	49 029 608	280 000	771 000	Monthly	17701 EUR
Ireland	Aer Lingus	Cara (Single issue)	9 304 679	45 000	750 000	4 issues per year	4995 EUR
Israel	El AL	Atmosphere	3 461 804	83 000	332 000	Monthly	4595 USD
Italy	Meridiana Eurofly	Atmosphere	4 567 896	180 000	520 000	7 issues per year	11000 EUR
Italy	Alitalia	Ulisse	24 428 900	250 000	535 000	Monthly	16000 EUR
Italy	Myair.com	Myair Magazine	1 500 000	0	750 000	Quarterly	6050 EUR
Ivory coast	Air Ivoire	Ivoire	210 000	10 000	17 500	Bimonthly	4600 EUR
Japan	All Nippon Airways	Sky channel	48 987 037	0	370 000	Monthly	1000000 JPY
Japan	All Nippon Airways	Tsubasa-no-okoku	48 987 037	690 000	1 680 000	Monthly	2000000 JPY
Japan	JAL Group	Jal Shop	47 204 326	1 200 000	4 200 000	Bimonthly	3000000 JPY
Japan	All Nippon Airways	Wingspan international	48 987 037	150 000	600 000	Monthly	700000 JPY
Japan	All Nippon Airways	Tsubasa-no-okoku + Wingspan	48 987 037	840 000	2 280 000	Monthly	2200000 JPY
Japan	JAL Group	Jen Guide	47 204 326	320 000	1 020 000	Monthly	0 JPY
Japan	JAL Group	Skyward domestic	47 204 326	500 000	3 700 000	Monthly	1600000 JPY
Japan	JAL Group	Skyward international	47 204 326	340 000	1 200 000	Monthly	1400000 JPY
Japan	JAL Group	Skyward domestic + international	47 204 326	840 000	4 900 000	Monthly	2500000 JPY
Japan	JAL Group	Agora	47 204 326	641 649	800 000	Monthly	1500000 JPY
Kenya	Kenya Airways	Msafiri	2 751 940	60 000	550 000	Quarterly	4300 USD
Korea	Korean Air	Morning Calm	22 611 749	300 000	1 050 000	Monthly	19600 USD
Korea	Asiana Airlines	Asiana	12 497 559	220 000	1 300 000	Monthly	10500 USD
Korea	Korean Air	Morning Calm Japanese	22 611 749	50 000	292 000	Monthly	20600 USD
Korea	Korean Air	Beyond	22 611 749	200 000	1 000 000	Monthly	15500 USD
Kuwait	Jezeera Airways	J Magazine	1 200 000	0	400 000	Bimonthly	6450 USD
Kuwait	Kuwait Airways	Al Buraq	2 622 964	60 000	500 000	Bimonthly	7000 USD
Latin America	American Airlines	Nexos	98 165 082	228 367	775 000	Bimonthly	21959 USD
Lebanon	MEA-Airliban	Cedar Wings	1 080 000	20 000	220 000	Bimonthly	3500 USD
Luxemburg	Luxair	Flydoscope	776 805	30 000	200 000	Bimonthly	3645 EUR
Lybia	Afriqiyah Airways	Afriqiyah	455 040	10 000	20 000	Quarterly	5750 EUR
Malaysia	Malaysia Airlines	Going Places	13 962 376	35 000	1 000 000	Monthly	8200 USD
Malta	Air Malta	Sky Life	1 491 482	20 000	150 000	Monthly	1968 EUR
Mauritius	Air Mauritius	Islander	1 286 803	40 000	250 000	Quarterly	5500 EUR
Mexico	Aeromexico	Escala	7 961 339	110 000	1 500 000	Monthly	18800 USD
Mexico	Aeromexico	ETT	7 961 339	13 000	26 000	Bimonthly	2750 USD
Mexico	Mexicana Airlines	Vuelo	8 911 487	110 000	869 000	Monthly	16572 USD
Mexico	Aeromexico	Altura	7 961 339	20 000	80 000	Monthly	5200 USD
Mexico	Aeromexico	Platino	7 961 339	14 000	56 000	Monthly	4900 USD
Mexico	Mexicana's Click Airlines	Loop	8 911 487	50 000	300 000	11 issues per year	7096 USD
Morocco	Atlas-Blue	Atlasblue.mag	1 900 000	20 000	80 000	Bimonthly	3125 EUR
Morocco	Royal Air Maroc	Royal Air Maroc magazine	4 448 925	80 000	320 000	Bimonthly	4580 EUR
Netherlands	KLM	Holland Herald	23 214 336	155 000	493 000	Monthly	16632 EUR
New Zealand	Air New Zealand	Kia Ora	12 598 156	65 000	176 000	Monthly	11500 NZD
Panama	COPA Airlines	Panorama	2 519 241	200 000	700 000	Monthly	5940 USD
Philippines	Philippine Airlines	Mabuhay	6 935 968	110 000	500 000	Monthly	6500 USD
Poland	LOT Polish Airlines	Kaleidoscope	4 354 685	35 000	450 000	Monthly	12000 EUR
Portugal	TAP Portugal	Up	7 960 604	60 000	122 000	Monthly	6430 EUR
Qatar	Qatar Airways	Oryx	8 878 896	30 000	800 000	Monthly	9650 USD
Romania	Tarom	Insight	1 694 501	30 000	105 000	Bimonthly	5900 EUR
Russia	SWISS	SWISS Style	12 061 354	18 000	50 000	Quarterly	7600 USD
Russia	Singapore Airlines	Singapore Style	18 956 555	15 000	70 000	Quarterly	7600 USD
Russia	Atlant-Soyuz	Atlant-Soyuz Magazine	1 250 000	80 000	240 000	Monthly	7906 USD
Russia	Austrian Airlines	Austrian Style	240 000	20 000	60 000	Quarterly	5400 EUR
Russia	34 airlines	Domodedovo	793 267	85 000	300 000	11 issues per year	8260 EUR
Russia	Aeroflot	Aeroflot Premium	8 129 134	25 000	75 000	Monthly	13806 EUR
Russia	Aeroflot	Aeroflot Magazine	8 129 134	100 000	7 290 000	Monthly	16166 EUR
Russia	S7 Airlines	S7	5 700 000	100 000	500 000	Monthly	11800 USD
Russia	Aeroflot	Aeroflot Style	8 129 134	120 000	1 361 000	2 issues per year	13806 EUR
Russia	URAL airlines	UAM Ural Airlines Magazine	763 105	25 000	120 000	Bimonthly	2360 EUR
Russia	Moscow Airports	Moscow Airports Magazine	0	30 000	120 000	Bimonthly	5200 EUR
Russia	5 Russian airlines	AirUnion Magazine	1 380 078	80 000	292 000	Monthly	9912 EUR
Russia	32 airlines worldwide	Perfect Flight	900 000	65 000	200 000	Bimonthly	6372 EUR
Russia	Transaero Airlines	Transaero	2 094 912	60 000	420 000	11 issues per year	7200 EUR
Russia	GTK Russia (Rossiya - Russian Airlines)	Inflight Review	2 909 728	70 000	275 000	Monthly	11210 EUR
Russia	S7 Airlines	S7 Business (=>Ves Mir)	5 700 000	20 000	141 000	Monthly	8260 USD
Russia	SAS	Scandinavian Style	240 000	18 000	60 000	Quarterly	7600 USD
Russia	Alitalia	Fly Italian	400 000	20 000	60 000	Quarterly	5400 EUR
Saudi Arabia	Saudi Arabian Airlines	Ahlan Wasahlan	17 141 235	150 000	900 000	Monthly	13187 USD
Scandinavia	SAS	Scanorama (Simple issue)	25 402 574	100 000	609 000	8 issues per year	14200 EUR
Scandinavia	SAS	Scanorama Japanese edition	25 402 574	80 000	158 000	1 issue per year	26300 SEK
Scandinavia	SAS	Scanorama (Double issue)	25 402 574	170 000	609 000	2 issues per year	21300 EUR
Scandinavia	SAS	Scanorama Chinese edition	25 402 574	45 000	350 000	1 issue per year	26300 SEK
Senegal	Air Senegal International	Teranga	539 949	20 000	40 000	Bimonthly	5175 EUR
Singapore	Silkair (Singapore Airlines)	Silkwinds	1 750 463	37 500	160 000	Bimonthly	6300 USD
Singapore	Singapore Airlines	Silverkris	18 956 555	90 000	1 300 000	Monthly	26450 SGD
Singapore	Tiger Airways	Tiger Tales	1 800 000	60 000	500 000	Bimonthly	8900 SGD
Singapore	Singapore Airlines	Krisworld	18 956 555	65 000	1 384 833	Monthly	11000 USD
Singapore	Singapore Airlines	Priority	18 956 555	50 000	500 000	Quarterly	6000 USD
Slovenia	Adria Airways	Adria	945 420	18 000	200 000	Bimonthly	4000 EUR
South Africa	South African Airways	Sawubona	7 525 219	102 000	816 000	Monthly	44100 ZAR
Spain	Iberia	Iberia Plus	26 685 219	125 000	413 000	Bimonthly	9100 EUR
Spain	Spanair	Spanorama	10 103 916	41 290	125 000	Monthly	6660 EUR
Spain	Iberia	Ronda	26 685 219	175 000	634 000	Monthly	16975 EUR
Spain	Iberia	Excelente	26 685 219	120 000	455 000	Monthly	10775 EUR
Spain	Air Europa	Europa	8 922 430	51 258	833 300	Monthly	9000 EUR
Spain	Iberia	IB-Universal	26 685 219	60 000	85 000	Daily	8000 EUR
Spain	Clickair	Clickmagazine	4 600 000	35 000	1 500 000	Bimonthly	7950 EUR
Sri Lanka	SriLankan Airlines	Ondemand	3 210 978	7 000	25 000	Quarterly	3000 USD
Sri Lanka	SriLankan Airlines	Serendib	3 210 978	25 000	517 000	Bimonthly	5000 USD
Sri Lanka	SriLankan Airlines	Onboard	3 210 978	20 000	440 000	Bimonthly	4000 USD
Switzerland	SWISS	SWISS Magazine (Single issue)	12 061 354	80 000	321 000	10 issues per year	19800 CHF
Switzerland	SWISS	SWISS Magazine (Double issue)	12 061 354	130 000	321 000	2 issues per year	23000 CHF
Switzerland	SWISS	SWISS Universe	12 061 354	100 000	500 000	Quarterly	24900 CHF
Taiwan	Eva Air	Verve	6 155 692	80 000	480 000	Monthly	7200 USD
Thailand	Bangkok Airways	Fah Thai	2 438 218	25 000	500 000	Bimonthly	145000 THB
Thailand	Thai Airways	Sawasdee	19 284 043	160 000	2 000 000	Monthly	22500 USD
The Baltic States	AirBaltic Airlines	Baltic outlook	1 992 000	0	250 000	Monthly	1570 EUR
The Gulf	Gulf Air	Gulf Life	5 935 211	145 000	600 000	Monthly	11499 USD
The Gulf	Gulf Air	On Air	5 935 211	22 000	650 000	Monthly	11499 USD
Tunisia	Tunisair	La Gazelle	2 226 287	60 000	140 000	Quarterly	4500 EUR
Turkey	Turkish Airlines	Skylife	18 936 544	200 000	3 000 000	Monthly	17912 USD
UK	Wizz air	Wizzit	4 200 000	0	1 000 000	Bimonthly	7400 EUR
UK	Virgin Atlantic	I-fly	5 626 180	70 000	70 000	3 issues per year	19200 GBP
UK	EasyJet	Easyjet Magazine	38 234 700	250 000	664 000	Monthly	13250 GBP
UK	Virgin Atlantic	Seatback	5 626 180	185 000	555 000	Quarterly	20060 GBP
UK	BMI British Midlands	Voyager	9 624 355	80 000	462 000	Monthly	7980 GBP
UK	Thomas Cook UK	Thomas Cook Travel Magazine	5 013 172	225 000	2 000 000	Quarterly	13993 EUR
UK	40 airlines worldwide	CNBC European Business	0	120 000	400 000	Monthly	13860 EUR
UK	British Airways	High Life	33 588 960	196 100	732 000	Monthly	15860 GBP
UK	Jet2.Com	Jet Away	3 773 568	45 000	1 000 000	Bimonthly	5940 GBP
UK	BMI baby	Yeah Baby	4 290 000	750 000	750 000	Bimonthly	4795 GBP
UK	VLM Airlines	Velocity	750 000	25 000	240 000	Bimonthly	4537 GBP
UK	British Airways	Business Life	33 588 960	93 087	628 000	Monthly	8536 GBP
UK	5 European airlines	CNN Traveller EMEA	141 996 121	90 000	680 000	Bimonthly	9835 EUR
UK	British Airways	First Life	33 588 960	19 000	42 890	Bimonthly	4686 GBP
Ukraine	Ukraine International Airlines	Panorama	828 154	30 000	200 000	10 issues per year	6060 EUR
Ukraine	Aerosvit Ukrainian Airlines	Meridian Mepugah	1 643 312	20 000	115 000	10 issues per year	5500 USD
Uruguay	Pluna	Pluna	524 354	30 000	252 900	Bimonthly	3300 USD
USA	Airtran Airways	Go	23 741 111	100 000	2 000 000	Monthly	15835 USD
USA	Delta Airlines	Delta Sky magazine	73 085 653	615 000	1 632 800	Monthly	50740 USD
USA	Southwest	Spirit	101 910 809	508 703	1 781 600	Monthly	37600 USD
USA	ATA Airlines	Sights	2 698 523	100 000	900 000	Quarterly	8625 USD
USA	United Airlines	Hemispheres	68 362 834	399 333	1 083 700	Monthly	48320 USD
USA	American Airlines	American Way	98 165 082	342 440	1 825 000	Twice a month	31111 USD
USA	Midwest airlines	My Midwest	3 790 000	65 000	1 000 000	Bimonthly	6250 USD
USA	United Express	Skywest	0	0	2 000 000	Bimonthly	6900 USD
USA	US Airways	US Airways Magazine	42 172 319	390 000	1 144 200	Monthly	27040 USD
USA	American Airlines	Celebrated Living	98 165 082	172 975	3 200 000	Quarterly	22617 USD
USA	Continental Airlines	Continental	49 058 374	380 000	948 000	Monthly	35800 USD
Vietnam	Vietnam Airlines	Heritage	7 230 617	80 000	1 200 000	Bimonthly	5290 USD
Vietnam	Vietnam Airlines	Heritage Fashion	7 230 617	80 000	1 200 000	Bimonthly	5290 USD

Evaluation

Apple's mission statement:

To offer the best possible personal computing technology, and to put that technology in the hands of as many people as possible.

Apple’s corporate objectives:

• To achieve the highest share on the PC market musical players market.

• To achieve the highest customer satisfaction.

• To decrease environmental impact by cutting the waste from production and packaging by as much as possible.

• To provide products, services and solutions of the highest quality and deliver more value to our customers that earns their respect and loyalty.

• To achieve sufficient profit to finance our company growth, create value for our shareholders and provide the resources we need to achieve our other corporate objectives.

• To view change in the market as an opportunity to grow; to use our profits and our ability to develop and produce innovative products, services and solutions that satisfy emerging customer needs.

• To grow by continually providing useful and significant products, services and solutions to markets we already serve and to expand into new areas that build on our technologies, competencies and customer interests.

Aims and objectives of my planned promotional strategy

The initial objectives of my planned promotional strategy for Apple were to create awareness of the Apple and its products and to introduce a new method of promoting new Apple noise-cancelling headphones on the airplane by firstly showing an advert in the in-flight magazines that are built in the seats of the airplanes, as well as give the headphones out to the passengers to rent and try when watching a movie or listening to the music on the airplane. The main aims were that it would effectively allow to show the main features of the product to all potential customers, promote the image and popularity of the Apple brand, and allow people to actually try the new headphones on and experience all of the advantages of using them, as well as increase awareness of the brand.

One of the reasons why my proposal would perfectly fit with the company’s objectives is because it is also suggesting to use new methods of promotion, that have not been previously used by Apple before and view growth in the market for noise-cancelling headphones as an opportunity to grow. In addition to this, Apple has large promotional budgets, one of the firms with the highest quality and customer satisfaction, and due to the fact that my promotional strategy is going to be relatively cheap, in comparison to some other methods of promotion, it also makes it appropriate for Apple.

Firstly, I’m going to discuss all strengths and weaknesses of my first method of promotion which involves giving out the headphones to try to the passengers.

The main strengths of this method of promotion are:

• It allows people to try the new product and experience the noise-cancelling technology, unlike some other forms of promotion such as advertising on a TV, because you cannot touch the product and actually use by just looking at the advert in the magazine or TV, which should effectively encourage people to buy new Apple noise-cancelling headphones, making my method of promotion effective.

• It helps to identify how comfortable the Apple headphones might be in comparison to the other headphones that are normally given out to passengers on the airplane to listen to the music or watch movies, or any other headphones that might be used by the passengers. However, there could be some difficulties with this, because it might be hard to get and monitor the feedback from those people who have tried on the airplane, because there won’t be any staff working for Apple, and it might be difficult to convince the on-board staff such as cabin crews to ask the people whether they’ve liked the headphones or not, or alternatively ask them to give out shirt questionnaires to the passengers and ask them to answer few questions, which might also take up quite a lot of time, and the questionnaire will have to be designed in the way so that it looks encouraging to fill in, and is easy to answer. Another possible option, is that if people fill in the small questionnaire and provide me some feedback, they will be given a discount on the headphones or a voucher, which they can spend on another Apple product or download music from iTunes website.

• It may also encourage people to buy new Apple headphones directly from the duty free on the airplane.

• There’s a captive audience on the airplane, because most people, especially on the long-haul flights are likely to be on the plane from 4 to 8 hours, which increases the effectiveness of my promotion, because people might get bored and try new Apple noise-cancelling headphones or alternatively read an in-flight magazine, where my second type of promotion- new Apple noise-cancelling headphones advert, will be involved.

• Many people, when they fly want some piece and quiet, however it’s usually very noisy due to other people talking and the sound of jet engine. With the noise-cancelling headphones, people will be more likely to rent them or buy them, in order to enjoy watching their film or simply listening to the music, without distraction. This would potentially increase the chance of people buying my product and my promotion succeeding.

• It might effectively increase brand loyalty for Apple, because people will realize how comfortable and reliable Apple noise-cancelling headphones might be in comparison to some other noise-cancelling headphones such as Bose and Sony available on the market.

• It is an original method of promotion, because according to my research, on other companies and especially the ones producing noise-cancelling headphones, ever tried to give out the samples of their product to people to try on the plane and see whether they like it, before they can buy. In most cases before, an airplane passenger was only allowed to look at the product before he/she buys it on the airplane, if he or she found it in the magazine, however, it never hasn’t been pointed out by the cabin crew or actually given out to all passengers to try on.

• In terms of quality of communication, it is relatively high, because not only the passenger is told about the products and its characteristics, but allowed to experience it himself. This also makes the advert more understandable for the person on the board, because there’s no hidden information unlike in some adverts to encourage more attention. The advert is made as clear as possible. In addition to this, communication is likely to be effective, because according to my secondary research, obtained from the IMM-International’s website-