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INTEGRATED MARKETING COMMUNICATIONS – AIRBUS SAS

Course Project Draft
Integrated Marketing Communications – Airbus SAS
Name: Bankole Oni
Professor: Bob Schaumann
Course title: MKTG 522: An Introduction to Marketing Management
Date: September 24, 2016

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0 IMC COMMUNICATION AND MARKETING OBJECTIVE 4 2.INTEGRATED MARKETING COMMUNICATIONS – AIRBUS SAS 2 TABLE OF CONTENTS 1.1 MARKET OBJECTIVES 4 2.0 BUDGET AND EVALUATION 7 7.2 COMMUNICATION OBJECTIVES 4 2.0 5 MARKET ANALYSIS 3.0 COMMUNICATIONS STRATEGY PLAN 6 5.3 TARGET MARKET 5 3.1 SWOT ANALYSIS 5 4.0 COMMUNICATIONS SCHEDULE 7 6.0 INTRODUCTION 3 2.0 CONCLUSIONS 8 .

A350 XWB and the A380 families.0 INTRODUCTION Airbus SAS a subsidiary of Airbus group founded in 1970 is a leading manufacturer of commercial aircraft in the world with operations in Europe. Americas and Africa. Airbus has a collection of jet-liners with seating capacities ranging from over a hundred to six hundred seats. private individuals. The focus of the integrated marketing plan would be on the commercial aircraft division of Airbus group. Airbus commercial aircraft consumers include government agencies. A330. The A380 launched in 2014 is a double decker aircraft and is the world largest commercial aircraft. Airbus group specializes in commercial aircraft. . satellites. Airbus has partnerships with several companies and suppliers all over the world who supply the raw materials and expertise needed for the successful manufacture of the aircraft. commercial launch vehicles. civil and military helicopters. Airbus is a leading manufacturer with subsidiaries all over the world. Airbus estimates that over the next twenty years. Asia-pacific. defense systems and defense electronics. there would be a need for over thirty thousand new passenger aircrafts.INTEGRATED MARKETING COMMUNICATIONS – AIRBUS SAS 3 . A340. executives and the largest of them all commercial airliners. middle-east. The jetliners include the A320. missiles. Airliners are the biggest customers of Airbus SAS with over six hundred deliveries each year. As the world population increases. military aircraft. there is a growing demand for commercial aircrafts. The A320 is the best-selling aircraft in the world.

0 IMC COMMUNICATION AND MARKETING OBJECTIVE Airbus SAS recently launched a new product to their fleet.INTEGRATED MARKETING COMMUNICATIONS – AIRBUS SAS 4 .  Attract a wide range of customers especially American who prefer to use Boeing aircrafts. light weight. 2. they would attract a wide-range of airline operators and generate a stiff competition with its rival Boeing. reduced fuel consumption and reduced emissions. the A350XWB. To increase the amount of orders received. Airbus SAS plans on delivering press releases and presentation to its clients to educate them on the new aircraft outlining its eco-efficiency ability. The objective of marketing this new product is to attract customers who are aligned to the preservation of and conservation of energy.1 MARKET OBJECTIVES  Airbus SAS plans on breaking the record of orders by receiving orders of over 800 for the A350XWB. 2016) 2. 2. . sustainability.  Maintain a good product delivery of at least 1 year preceding the order. Airbus SAS plan on increasing awareness of the value of their products to attract more customers who do not use their aircrafts by delivering press releases.2 COMMUNICATION OBJECTIVES Airbus SAS plan on making the A350XWB as the number one selling aircraft in the airline industry and in achieving this objective.  Attain a net profit margin of at least 15% at the end of the first year.3 TARGET MARKET  The A350XWB was launched in the first quarter of 2015. ("Eco-efficiency". Also.

.1 SWOT ANALYSIS STRENGTH  Strong diverse group  Broad product portfolio  Good financial backing from Airbus group WEAKNESS  Delays in manufacturing of new aircrafts  Manufacturing defects in new aircrafts  High cost of labor OPPORTUNITY  Increase in the global demand of commercial aircraft  Aircrafts equipped with Wi-Fi and gaming capabilities .0 MARKET ANALYSIS 3.INTEGRATED MARKETING COMMUNICATIONS – AIRBUS SAS 5  The target audience for commercial aircrafts is airline operators. government agencies. and private individuals.  Deliver press releases and presentation to customers and potential customers.  Increase the target market by 5%  Demonstrate readiness by delivering 100 aircrafts in the first year.

TV ads. and order deliveries primarily through press releases. .  Deliver press releases to current and potential customers on production status of the aircraft.0 COMMUNICATIONS SCHEDULE  Deliver press release to announce the production of a new A350 XWB aircraft. stakeholders and employees. goals and values of the company.INTEGRATED MARKETING COMMUNICATIONS – AIRBUS SAS THREAT 6  Intense competition from Boeing its biggest competitor  High cost of development  Decline in the value of foreign exchange . and through its website. Airbus SAS plans on making presentations to it potential customers regarding the new aircraft and how it could be beneficial to the market. aircraft orders forecast. In meeting environmental and eco-efficiency demands Airbus SAS plans on advertising the new product to its customers by advertising about its products and how they are making them eco-efficient to attract more customers on the annual airline show. To its customers. Airbus SAS employees are made aware of the mission. Also.0 COMMUNICATIONS STRATEGY PLAN Airbus SAS communicates in various ways to its customers. Airbus communicates such as new aircraft briefings. Through the internal network of the company. .

 Deliver first aircraft.000.  Conduct first flight and update customers accordingly.000.000 $15. The largest airlines in the world are located in the Americas and Airbus SAS hasn’t done enough to meets its obligations to its American customers by delivering aircrafts on time and Airbus SAS is doing everything possible to meet with its marketing and .000.000. So far.000 $50.0 CONCLUSIONS The launch of the new aircraft is a great achievement for Airbus SAS and it gives them a very good competition with the Boeing its biggest rival.000 $2.000 $2. a lot of emphasis has to be put into budgeting as this cost a great deal of resource to the company. The IMC plan is estimated at $25.  A350XWB is expected to be launched in the first quarter of 2015. Budgeted item IMC Annual air show Press releases Public relations Evaluation Sponsorship Total Cost Cost in $ $25.000. . The projected target for Airbus SAS is $50.000 $1.000.000 $5.000.INTEGRATED MARKETING COMMUNICATIONS – AIRBUS SAS  Deliver presentations to its current customers highlighting the benefits of the new 7 aircraft.000.000.000.000.000 .0 BUDGET AND EVALUATION For the aircraft business. there has been a lot of interest in the A350 XWB due to its eco-efficiency and especially its reduced fuel consumption and Airbus SAS plans on getting over eight hundred orders for the aircraft and plan on starting deliveries by the end of 2015.

J. from  http://www.airbus. pictures.com/aircraftfamilies/passengeraircraft/a350xwbfamily/ . Retrieved 17 September 2016.). S. A350xwb. A350900. Basics of aircraft market analysis [PDF file]. Available from URL  http://www. Good communication has been proposed to constantly update customers on the aircraft as well as share the challenges encountered in the production.A350 photos.com. Airbus.INTEGRATED MARKETING COMMUNICATIONS – AIRBUS SAS communications objectives by conducting several press releases about the products and 8 especially the production updates as it’s been a major issue with the A380 that was launched over a decade ago. (2016).d. A350 XWB: A350-800.com/ (n. Global market forecast [PDF file].0 REFERENCES  Eco-efficiency. .com/eco-efficiency/ Ackert.com | Airbus. A350 videos.a350xwb.aircraftmonitor. (2016).com Leahy. Available from URL  http://www. A350-1000 . Retrieved from http://www. A350 3D view | Airbus | Airbus. (2002).airbus. a leading aircraft manufacturer. a leading aircraft manufacturer.