PRISM

CHANGING PERSPECTIVE

SPIRIT AIRLINES
MARKETING PROPOSAL
VIC4312

CARRIE-LYNN
ISABEL
MOLLIE
SHIVANA
 CONTENTS

Table of Contents.....................................................................2
Executive Summary..................................................................3
Brand Inventory........................................................................4
Product Market Overview................................................4
Competition Analysis ......................................................5
Market Segmentation.......................................................8
Brand Element Analysis..................................................10
Marketing Programs Analysis........................................12
Spirit Target Segment.....................................................28
Brand Benefit Analysis ....................................................30
Brand Exploratory....................................................................34
Research Questions.........................................................34
Research Design ...............................................................35
Major Findings ...................................................................36
Brand Positioning & Identity .................................................39
Branding Recommendations ................................................41
Appendix A: Survey .................................................................50
Appendix B: References..........................................................56
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EXECUTIVE
SUMMARY

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PRELIMINARY
MARKET ANALYIS
Product Market Trends:

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PRELIMINARY
MARKET ANALYIS
COMPETITION

Direct Competition

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PRELIMINARY
MARKET ANALYIS

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PRELIMINARY
MARKET ANALYIS

Indirect Competition

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PRELIMINARY
MARKET ANALYIS

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PRELIMINARY
MARKET ANALYIS

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BRAND ELEMENT
ANALYSIS
Color Palette:

Specific Features:

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BRAND ELEMENT
ANALYSIS
Tagline:

Brand Name:

Logo:

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SPIRIT AIRLINES
ADVERTISING
Spirit’s Comical 2010 Ads

(Spirit Airlines, 2013)

(Spirit Airlines, 2013)

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SPIRIT AIRLINES
ADVERTISING
Spirit’s 2014 Bare Fare Campaign

Introductory Bare Fare Video Final Bare Fare Video

Jack’s Bare Fare Video Theresa’s Bare Fare Video

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SPIRIT AIRLINES
ADVERTISING
Spirit’s 2021 Free Spirit Loyalty Program

(Spirit Airlines, 2021)

(Spirit Airlines, 2021)

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COMPETITOR'S
CAMPAIGNS
AMERICAN AIRLINES

American’s 2014 Going For Great Campaign

Note. From Ads for American Airlines Seek ‘Great’ Results, by ES. Elliot, 2014

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COMPETITOR'S
CAMPAIGNS
American’s 2014 Going For Great Campaign

Note. From Ads for American Airlines Seek ‘Great’ Results, by ES. Elliot, 2014

American Airlines’ 2016 World’s Greatest Flyers Fly American

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COMPETITOR'S
CAMPAIGNS

Note. Found on American’s Newest Ad Campaign “World’s Greatest Flyers'' in

One Mile At a Time (2016)

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COMPETITOR'S
American Airlines’ 2020 You Are
CAMPAIGNS
Why We Fly

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COMPETITOR'S
CAMPAIGNS

Note. Found on American’s Newest Ad Campaign “World’s

Greatest Flyers” in One Mile At a Time (2016)

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COMPETITOR'S
CAMPAIGNS
United Airlines

United CleanPlus

U. (2020). United Clean Plus [Photograph].

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COMPETITOR'S
CAMPAIGNS

United Clean Plus. (2020). [Photograph].

United CleanPlus

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COMPETITOR'S
CAMPAIGNS

United Clean Plus. (2020). [Photograph].

United’s 2013 Fly the Friendly Skies Campaign

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COMPETITOR'S
CAMPAIGNS
United’s 2010 Let’s Fly
Together

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COMPETITOR'S
CAMPAIGNS
JetBlue Airlines

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COMPETITOR'S
CAMPAIGNS

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COMPETITOR'S
CAMPAIGNS

JetBlue ‘FlyBabies’ 2016

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COMPETITOR'S
CAMPAIGNS

JetBlue ‘FlyBabies’ 2016

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PRELIMINARY
MARKET ANALYIS
Spirit’s core and potential markets

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PRELIMINARY
MARKET ANALYIS
Core target markets for Spirit’s main competing brands.

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PRELIMINARY
MARKET ANALYIS
Road Travel:

Core Benefits & Compelling Reason to Buy

Low Prices

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PRELIMINARY
MARKET ANALYIS
Bare Fare Model

High Daily Flight Time

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PRELIMINARY
MARKET ANALYIS
Points of Difference

Points of Parity

POINT OF PARITY POINTS OF DIFFERENCE

Paperless Check-Ins Personalization

Frequent Flyer Competitive Pricing
Program #1 Fuel Efficient
Connectivity Only non-stop
COVID-19 flights from
Precautions Louisville and
Domestic and Milwaukee to Los
International Flights Angeles.

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INFORMATIONAL SOURCES

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PRIMARY CONSUMER
RESEARCH PLAN
Consumer research questions

Want to find out

Proposed data collection method and justification

Proposed Participant Recruitment Plan:

Surveys

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Proposed
Timeline of the
Primary
Research

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CONSUMER RESEARCH
MAJOR FINDINGS

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CONSUMER RESEARCH
MAJOR FINDINGS

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CONSUMER RESEARCH
MAJOR FINDINGS

Schedule/Time
Spirit's
Past Experience Attractiveness
Availability

Pricing

0% 25% 50% 75%

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BRAND POSITION
AND IDENTITY

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BRAND POSITION
AND IDENTITY

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BRAND
RECOMMENDATIONS

Target Audience

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BRAND
RECOMMENDATIONS
New Position Campaign

for you"

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BRAND
RECOMMENDATIONS

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BRAND
RECOMMENDATIONS

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BRAND
RECOMMENDATIONS

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BRAND
RECOMMENDATIONS

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BRAND
RECOMMENDATIONS
Amenities Packaging

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BRAND
RECOMMENDATIONS

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BRAND
RECOMMENDATIONS
Plane Design

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APPENDIX A:
SURVEY QUESTIONS

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Take a look at
our survey
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APPENDIX B:
REFERENCES

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APPENDIX B:
REFERENCES

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APPENDIX B:
REFERENCES

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APPENDIX B:
REFERENCES

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APPENDIX B:
REFERENCES

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APPENDIX B:
REFERENCES

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APPENDIX B:
REFERENCES

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APPENDIX B:
REFERENCES

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APPENDIX B:
REFERENCES

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