EVALUATI ON O F A DATA- DRI VEN MARKET IN G Tomilola Omotola

STR ATEG Y FOR IMPR OVED A IRL INE VI SI BI LI TY Abiola-Farounbi

AND PE NETR ATI ON FOR K- I MPEX A IRL IN E
21070683

CLIENT PROJECT CLOSURE & REFLECTION

ABOUT US
21070683 Fulfilling Your Dreams Consulting is the leading consulting firm,
distinguished by its unrivaled expertise in delivering cutting-edge services in a
variety of domains such as organisational strategy, human resource planning,
information technology in the digital economy, marketing and communication, data
analytics, and supply chain management. Our expertise is dedicated to assisting
startups in establishing a strong presence in the fast-paced business world."
TABLE OF CONTENT
Introduction/Project Brief

Solution Testing Plan, Criteria, Evaluation and Output

Solution/Model Adjustments, Amendments &

Recommendation
Data visualisation, Communication of insight, Interpretation
& Application

Next Steps Recommended to Client

Client Feedback

Key Lessons Learnt and Personal Reflection

 EXECUTIVE SUMMARY

1 2 3 4
CLIENT PROJECT CLIENT PROJECT CLIENT PROJECT CLIENT PROJECT
• Client Background BUSINESS ANALYSIS
• Current State Analysis
METHODS & CLOSURE &
• Project Introduction METHODOLOGY
• Solution/Model Methods & • Solution Testing Plan,
REFLECTION
Criteria, evaluation & Output
• Review of Literature Criteria
• Project scope & Exclusion • Comparable Case Studies • Solution Success Criteria & • Solution/Model Adjustments,
Constraints Amendments &
• Data mode & Data Analysis Recommendation
• Key Gaps, Pressure, & Pain
Hypothesis Points. • Solution/Model
Methodologies • Data visualisation,
• Key Assumptions Constraints & Communication of insight,
Dependencies • Solution/Model Evaluation Interpretation & Application

• RACI & Communication plan • Next Steps Recommended to

• Recommended
Client
Solution/Model Methodology
• Project Plan & Risk Register. appropriate to the Client
project. • Client Feedback

• Key Lessons Learnt and

Personal Reflection
PROJECT
INTRODUCTIO
N
CLIENT’S BACKGROUND PROJECT SCOPE
K-impex Airline operates in the aviation industry, providing This project aims to use data-driven methodologies to
scheduled private charter flights to passengers and cargo,
create a marketing strategy centered on targeted
scheduled flight operations, and other related services.
advertising campaigns. This strategy is intended to boost

PROBLEM STATEMENT a fledgling airline startup's sales, revenue, and overall

K-Impex Airline, as a startup, faces challenges and requires an profitability. This initiative is a direct response to the

effective marketing strategy that can enable a successful entry challenge of developing a strong market presence and
and penetration into the aviation industry by leveraging customer financial viability in the competitive aviation industry.
data to create targeted advertising campaigns and ultimately

drive higher sales and profitability to meet its financial

obligations in a rapidly growing Nigerian aviation industry.

SOLUTION/MODEL TESTING PLAN
The purpose of this solution testing plan is to provide a structured approach to evaluating the effectiveness of
the proposed data-driven marketing strategy for K-Impex Airline using targeted advertising.

Questionnaire Data analysis ,

Survey Design and
Test phase 1 distribution and data 2 Interpretation and
collection insights

3
Recommendation
Client Engagement
and Feedback 4 and Implementation
plan

PRESENTATION TITLE 6
SOLUTION/MODEL
TESTING PLAN,
CRITERIA,
EVALUATION &
OUTPUTS

CRITERIA EVALUATION OUTPUTS

• Increased Market Visibility • Customer survey • Increased customer satisfaction

• Improved penetration in Target Market • Conversion rate • Brand loyalty

• Enhanced customer engagement • Website Traffic • Improved brand recognition

• Revenue growth • Customer’s feedback • Revenue growth

• Return on investment. • Enhanced website traffic

• Expanded customer base

• Strengthened customer engagement

7
DATA VISUALIZATION,
INTERPRETATION AND
INSIGHTS
• The initial goal was to collect responses from 100 survey respondents. However, 138
respondents participated in the survey, exceeding our goal. This greater-than-anticipated
response rate indicates a high level of participation and interest in the survey; yielding a
138% response rate.

• The response rate enhances the representativeness of the result, confirming the validity
and applicability of the results to guide decision-making. (Van Selm and Jankowski,
2006; Eysenbach 2004)
 The age distribution of the
Age Distribution of Respondents respondents is prominent within the
54%
age group 35-44 with a 54%
response rate, which is classified as
middle-aged or young adults in the
demographic data or market
analyses(Yang and Ai, 2007)

Implication: K-Impex should focus its

marketing efforts on the 35-44 age
17% 16% group, considering their significant
presence among survey respondents.
10%
Strategies for engaging the 25-34 age
3%
group should also be explored to
18 - 24 25 - 34 35 - 44 45 - 54 55 & above capture a broader audience. Specialized
approaches may be needed for the
smaller age segments to maximize their
potential as customers.
 Frequency of Air Travel Prefered Travel Class

36%
62%

29%

19%

11%
14%
12%
9%
3%
Economy Class I don't have a Premium Business Class First Class
2-3 times Once 7 & above 4-6 times preferred class Economy Class

A significant portion, 36%, travel moderately, around 2

to 3 times a year. A substantial 29% travel more
frequently, approximately 4 to 6 times annually. A
smaller percentage, 19%, travel very frequently, 7 times
or more per year. A minority, 11%, travel infrequently,
only once a year
62% of respondents travel economy class,
while 14% do not have a preference, 12%
prefer premium economy class, and 9%
business class, while the least is first class
at 3%.
Implication of frequency of Travel: K-Impex can use these insights to develop targeted advertising
campaigns and services that cater to different travel frequencies. For instance, special packages for
moderate travelers, loyalty programs for frequent travelers, and enticing promotions for infrequent travelers
could enhance the airline's market penetration and revenue generation

Implication on Travel class: K-Impex can tailor its marketing and service offerings based on these
preferences. By understanding the diverse travel class choices of potential customers, the airline can
optimize its pricing, services, and promotions to better meet the needs of various market segments,
potentially increasing customer satisfaction and loyalty.
 Type of Air travel The data suggests that the age group 35-44 is
54%
most involved in business and vacation travel,

43% which could be a valuable target audience for

K-Impex's marketing strategies. Additionally,
35%
30% participants aged 25-34 show a high
28%
26%
22%
preference for leisure and vacation travel,
17% making them another potential target group.
13% 14%
9% For effective marketing, K-Impex should

2%
4% tailor its advertising campaigns to cater to
1% 18-24
0% 25-34 35-44 45-54 55 or above
these preferences within each age group.

Business Leisure Vacation

 Factors Influencing Purchase Decision 38% of respondents base their purchase
decision on ticket price, a sizable 22% decide
based on airline brand recognition and safety
38%
records, and 19% prefer a timely flight
schedule. Other categories include comfortable
space, in-flight amenities, referrals, loyalty
22% programs, etc.
19%

Implication: To remain competitive and appeal

6% 5%
2% 3% 4% to a broad range of travelers, K-Impex should
rice ing
co rd
o o m
i-Fi
)
ef
its
m
ily ing
s employ a multi-faceted approach. This
p im e r n a t
et t r
leg W be rf ra
ick a nd
fe ty
d nt, er s o nd includes offering competitive pricing,
T le sa an m
e
fly nd sa
ed
u
an
d
fo
rt
ta in nt
frie
vi
e w maintaining a strong safety record, ensuring
ch n m ter q ue m re
ht
s
tat
io
at
co
.,
en fre s fro lin
e punctuality, and continuously improving
il g p u S e .g n d n n
F re s (e sa atio O passenger comfort and amenities. Additionally,
n e ie am d
irl
i it r en
A m
en
p rog m
m efforts to boost brand recognition and customer
ta ty co
ig
h
oy
al R e loyalty should be ongoing to secure a loyal
n -fl L
I customer base
 41% of the target audience required an improved
What improvements would you like to see in
turnaround time for flight schedules. That is a right
airline services?
on time take off time, 17% want fair pricing, 15%
better customer service, and 11% cabin comfort.
41%
While others are insignificantly low ranging from
in-flight amenities, in-flight entertainment,
Baggage handling, and enhanced Wi-Fi
connectivity.
17%
15%
Implication: To meet passenger expectations and
11%

6% 5%
compete effectively, K-Impex should prioritize key
3% 2%
io
ns
etc
.)
an
ce
ici
ng vi
ce lin
g
io
ns
rin
gs areas such as on-time performance, competitive
pt , rm r se
r nd pt ff e
to oo
m
fo tp er ha o
en r er re
n
m ge ity eo
leg tc iv
er
tain m
ea
ts ,
-ti
m
e p
ra
n s pa
cu
sto
ba
g ga
nn
e
eve
ra
g
pricing, customer service, and cabin comfort.
ent (s on r et nc
ed tte
r co d
b
t rt ed o a e
an
d an
gh fo ov M h B d
in-
fli
in
co
m
Im
pr En
W
i-F
i
d
fo
o
Additionally, addressing the smaller but still
tte
r
ab d o ve
Be c n ce pr
d ha Im
h an
ce
En significant percentages of passengers seeking
En

improvements in amenities, entertainment,

baggage handling, and connectivity can further
enhance the overall passenger experience and
 Most appealing advertising channel Frequent Social media usage
65% Pinterest 1%

Snapchat 1%

TikTok 2%

LinkedIn 4%

None 4%

YouTube 10%

17% Twitter 14%

Instagram 31%
8%
6%
4%
Facebook 34%
Social media ads TV commercials Email campaigns Online banners Other (please specify)

65% finds social media platform appealing for 34% of respondents make frequent use of Facebook, 31% of
advertising, while 17% TV commercials and others Instagram, 14% of Twitter, and 10% of YouTube. 4% do not
are insignificantly at 8%, 6%, and 4% for email use social media, 4% utilise LinkedIn frequently, whereas
campaigns, and online banners respectively Pinterest, Snapchat, and TikTok have relatively low usage.
 How likely are you to consider recommenda- 81% of respondents are likely to be influenced by social
tions from social media when booking
flights? media recommendations when selecting an airline, 10%
are indifferent, and 9% may consider other factors when
53% making a decision. This demonstrates that social media
has a significant impact on the flight choices of
customers. This reinforces the proposed solution of
utilising social media influencers in targeted advertising
28%
campaigns to establish a strong market presence for K-
Impex.

10%

5%
4%

Very unlikely Very likely Unlikely Neutral Likely

 QUALITATIVE DATA EXTRACT

Less than 20% of respondents provided suggestions for K-Impex on effective Marketing Strategy. These comments are

centered around the following:

Social media
Pricing
Timely flight schedule
Improved customer service
Below are some of the feedbacks:
•Airline owners and operators should avoid flight cancellations and frequent delays. This issue tarnishes their brand
reputation.
•Customer service is very important to me as a traveler

•I strongly believe customers do feel appreciated and important when they are personalised in the area of marketing,

thus more awareness and brand marketing should be channeled into personalised marketing and promotion
 QUALITATIVE DATA
CONTD:
•Prices of flights on all platforms should be the same, to encourage transparency
•Price and aircraft type are key to marketing and airline service
•TikTok advertisement is now very common and if specialists do not streamline the activities
wrong information will be sent to the public. Also, clients are more interested in a cheaper and
time-conscious airline company.
•More social media advertising and promotion. It will help him get more clients.
•Data-driven marketing strategy makes advertisement easy.
•Continuous and consistent offer communication will most likely increase the revenue-generating
capacity of your client. Price cum comfort has been the ancient determinant of the choice of
airline.
•The quality of services of an airline is key to the choices of travel plans. Price is secondary even
though it is still a significant consideration.
SOLUTION MODEL
ADJUSTMENTS/AMENDMENTS &
RECOMMENDATION
There were no adjustments or amendment in the solution model as the survey results
are in line with our original proposed solution/model

PRESENTATION TITLE 19
PROPOSED SOLUTION
MODELS
Segmenting the customer base enables tailored marketing
CUSTOMER messages and campaigns, aligning with specific
SEGMENTATION MODEL demographics, travel preferences, and purchasing behaviors

Integrating social media analytics with R data analysis

facilitates the creation of resonating advertising content,
SOCIAL MEDIA driving higher engagement and conversion rates by
ANALYTICS MODEL monitoring social media conversations, conducting sentiment
analysis, and identifying travel industry influencers.

Leveraging predictive analytics aids in understanding

customer patterns, enabling real-time adjustments to
PREDICTIVE ANALYTICS marketing efforts to enhance customer engagement and
MODEL. revenue generation.

20
NEXT STEPS RECOMMENDED
TO CLIENT
Focus and enhance promotion for Business and vacation travellers as 51% and 35% of
customers engage in this type of travel.
Optimize the mobile app and Airline’s official website as 52% and 22% of the target
audience prefer this flight booking platform.
Adopt price competitive strategy as the decision of 38% of customers is influenced by
price.
Invest in social media advertisements, as 65% of customers find this type of advertising
most appealing, and engage influencers on their preferred platforms – Facebook, Instagram,
and Twitter handles..
Prioritise personalised promotions and offers based on the needs and interests of distinct
demographic groups by effectively segmenting customers.
Invest heavily in a marketing strategy that is driven by data, including predictive analytics
for customer behaviour and social media analytics for targeted advertising.
 NEXT STEPS RECOMMENDED
TO CLIENT

Regular Reporting & Monitoring & Feedback

Implementation Resource Allocation Performance Evaluation Loop
 Feedback Mechanism
Specify Planning
Actions Allocate Budget Monitor website
traffic Continuous
Set timelines Personnel improvement
Conversion rates
Identify Required tools –  Reporting
Responsibilities technology Revenue growth
Iterative strategy
Stakeholders Customers
involvement Engagement
Allocate resources
needed
 The project has successfully provided K-Impex Airlines with an
understanding of its consumers' behaviour in order to implement effective
marketing strategies. Organisations need to continuously adopt the power
of the customer segmentation model, predictive analytics, and social
media analytics in a bid to ensure that strategies are in alignment with
customer wants. In addition, there should be continuous monitoring and
evaluation, as well as an inclusive approach that allows all stakeholders to
participate in all decision-making processes.

Conclusio
n Implementing these recommendations will mark a turning point in K-
Impex Airline's path to market leadership. The proposed data-driven
marketing strategy has the potential to improve market visibility and
penetration, leading to increased sales, revenue, and profitability.   
CLIENT FEEDBACK
https://www.youtube.com/watch?v=9-0z6wgNm4o
This is a video link to the client’s feedback
 KEY LESSONS LEARNT &
PERSONAL REFLECTION
In the quest to provide K-Impex Airlines with a data-driven marketing strategy and targeted advertising campaign for the enhancement of
market visibility and penetration, this project has exposed me to numerous key lessons, and personal reflections have emerged, shaping my
understanding of both the subject matter and the project execution process.

Lessons Learned

The project highlighted the significance of a robust data-driven approach to making informed decisions. The power of data analytics and

modeling to uncover insights and patterns within complex datasets became evident. This experience emphasised that behind every successful

strategy lies the foundation of data-driven insights. Furthermore, effective communication emerged as a critical component. The ability to

translate complex analytical findings into understandable narratives is crucial to fostering collaboration and ensuring that stakeholders

comprehend and embrace the proposed solutions. It reinforced the importance of bridging the gap between technical expertise and real-world

application.

Personal Reflection
Pedler (2011); Paterson and Chapman (2013) made references to the Gibbs reflective cycle as a crucial step in conducting a personal
assessment as a consultant.
 PERSONAL REFLECTION
Description
 Engaged in a data-driven marketing
project for K-Impex Airline.
 Collaborated with diverse
stakeholders.
 Faced with challenges like data access
and market dynamics.
Evaluation
 Recognized the importance of open
communication and understanding
unique client needs.
 Learned the power of a SWOT
analysis for both personal and client
growth.
 Acknowledged the significance of
building relationships with client
stakeholders
Action Plan
 Strive for continued personal improvement in
time management.
 Apply SWOT analysis as a strategic tool in
future projects.
 Maintain relationships with client stakeholders
for future collaborations.
Feelings
 Initially frustrated by data access
issues.
 Gained satisfaction from overcoming
challenges.
 Developed empathy for client's
setbacks due to industry challenges.
Analysis
 Identified personal strengths like
resilience and a proactive mindset.
 Addressed weaknesses in time
management and procrastination.
 Explored opportunities in the support
provided by UH and the module
leader.
 Overcame threats related to health
challenges and feeling overwhelmed
26
THANK YOU
REFERENCE
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Paterson, C. and Chapman, J., 2013. Enhancing skills of critical reflection to evidence learning in professional practice. Physical
Therapy in Sport, 14(3), pp.133-138. [Online] Available at: https://www.sciencedirect.com/science/article/pii/S1466853X13000163. [Accessed: 20 June,
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