Ana Amado GSM - Understanding Marketing and Events.docx - Understanding Marketing and Events 1 Table of Contents 1.0 Introduction.3 1.0 Definition and

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Understanding Marketing and Events 1
Table of Contents 1.0 Introduction: .................................................................................................................................... 3 1.0 Definition and classification of special events: ......................................................................... 4 2.0 Key marketing activities undertaken by Virgin Atlantic and the role events play within their overall marketing strategy: .............................................................................................................. 5 3.0 Role of marketing mixes in Virgin Atlantic: .............................................................................. 6 4.0 Marketing of an outdoor event of Virgin Atlantic and discussion of their risk management considerations: ................................................................................................................................. 8 4.1 Marketing of an outdoor event: ............................................................................................. 8 Segmentation: .............................................................................................................................. 9 Targeting ...................................................................................................................................... 9 Positioning: .................................................................................................................................. 9 4.2 Risk management considerations: ....................................................................................... 10 Conclusion: .................................................................................................................................... 11 Reference: ...................................................................................................................................... 12 2
Introduction: Virgin Atlantic is a leading airlines company providing air transportation services over more the 30 destination within and outside of UK. They are operating their business with a view to providing premium quality service to their customers. Virgin Atlantic is a British Airline company which is providing its service over more than 30 destinations within and outside of UK. Its head office is in Crawley, United Kingdom. In recent years this 30 years old airlines were facing continuous heavy loss. It is the 7 th largest airline of UK according to the number of passenger served every year. The main target customers of Virgin Atlantic are the business people who want to get something better from their regular transportation. In 2017 it provided its service to 5436000 customers through 21883 flights. 3
1.0 Definition and classification of special events: Any occurrence of a set of specified or unspecified activities is considered to be a special event. Any special events consist of special action rather than regular expected action according to the situation (Jackson, 2013). According to marketing concepts event means set of actions conducted to produce promote or sell a specific product or service. In the perspective of Virgin Atlantic special events are those situations and functions they operate to perform any special activity for their business like new product launch, product up-gradation, business expansion, business collaboration, etc . Virgin Atlantic’s new platform “Let It Fly” is one of their special events. The objective of this event is to bring ethos of life to its customers. It is launched to attract the passionate customers who are enthusiastic about having a better experience onboard. According to characteristics special events can be classified in various types (Jackson, 2013). But as we are discussing based on the special events of Virgin Atlantic and its product marketing, we will discuss the business based classification of special events. Various special events take place in a business such as: Trade Show: These types of events introduce customers to the products of a business. Product Launch: These types of programs bring out new product. Customer Gathering: These events bring customers closer to the business.

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