1. Stephanie, Dayna, Will, Tory, Kate, and Candice

2. JetBlue

3. Company History
● Founded 1999 by David Neeleman
● Started by Former Southwest Employees
● Based at JFK, NYC
● “Bringing humanity back
to air travel”
● In-flight entertainment
● First airline to employ a
“Customer Bill of Rights”

4. Target Audience
● Men and women
● Ages 25-54
● College graduates, married,
and has kids
● Lives in the Northeast
● HHI: $75,000-$150,000
● Overall: targeting families

5. Positioning Strategy
Slogan: “When kids fly happy, everybody flies
happy,”
Copy: “Keeping the kids entertained so you can focus
on enjoying every part of your trip.”
JetBlue’s current positioning focuses mostly on the
comfort of the flight and the amenities JetBlue offers. We
encourage a comfortable family atmosphere. We want to
highlight why families should choose to travel with JetBlue
by including the first class amenities provided with low-
cost airfare.

6. Competitive Analysis
Advertising Share
2011-2013

7. Competitive Analysis
Share of Voice Analysis
Company Network
TV
Cable TV Syndication Spot TV Magazine Sunday
Magazine
JetBlue n/a n/a n/a 14.2% 5.9% n/a
Southwest 100% 99.3% n/a 61.7% 21.5% n/a
American n/a 0.05% n/a 0.9% 13.7% 46%
Delta n/a 0.12% n/a 5.2% 14.2% 11.5%
United n/a 0.12% n/a 17.5% 1.9% n/a
Virgin n/a n/a n/a n/a 2.5% n/a
Other n/a 0.41% 100% 0.5% 40.3% 42.5%

8. Competitive Analysis
Share of Voice Analysis (Cont)
Company National
Newspaper
Newspaper Net Radio National
Spot Radio
Internet
Display
Outdoor
JetBlue 5.1% 47% n/a n/a 1.3% 28.1%
Southwest 10.8% n/a 97.7% 100% 78.6% 26.7%
American n/a 0.3% 2.3% n/a 1.7% n/a
Delta 26.7% 21.5% n/a n/a 1% 6.3%
United 15.2% 2.8% n/a n/a 2.5% 20.5%
Virgin 1.4% 2.2% n/a n/a 6.1% 12.6%
Other 40.8 26.2% n/a n/a 8.8% 5.8%

9. Competitive Analysis
Competitors’ Media Mix: Jan. 2011- Dec. 2013

10. Competitive Analysis
Domestic Airline Market Shares

11. Media Mix

12. Online Advertising
● Top media used by customers
● 77.3% customers fall into top 3 internet quintiles
● Targeting families while reaching others
● Captive audiences are key
41.9%83x more likely145x more likely173x more likely18.3%

13. Magazines
● 68.6% customers fall into top 3 magazine quintiles
● 25.4% more likely to be heavy users of magazines then the
national average
● Targeting families, special interest in New York
18.3%
13.6% 13.9%
(left)
332
(right)
391

14. Spot Radio
● 64.2% customers fall into top
3 radio quintiles
● Targeting families
● Morning Drive: Weekdays
6:00 AM- 10:00 AM
● Daytime Drive: Weekdays
3:00 PM- 7:00 PM

15. Newspaper Advertising
● All quintiles fairly the same
● Lower newspaper budget than previous
years
● Focus on the Northeast
● National newspapers-NY Times, Huffington
Post, and Wall Street Journal
● Local newspapers-Boston Herald and Sun
Sentinel

16. Outdoor Advertising
● 25.2% among heavy outdoor users
● Targeting families on the go
● 2 billboards in New York and Ft.
Lauderdale, Florida

17. Media Objective
Period 1: May 2014 (Reach 55, Frequency 6; Spot: Reach 65, Frequency 9)
Period 2: August 2014 (Reach 30, Frequency 3; Spot: Reach 40, Frequency 4)
Period 3: November 2014 (Reach 20, Frequency 3; Spot: Reach 30, Frequency 3)
Period 4: March 2015 (Reach 50, Frequency 6; Spot: 65, Frequency 8)
Reach Reach Frequency Frequency
Level Range Average Range Average
High 76%-95% 86% 9-12 10
Medium 50%-75% 63% 6-8 7
Low 20%-49% 35% 2-5 3

18. Budget Recap
Period Reach Frequency GRPs Budget by
Month
Budget by
Period
Period 1
(May 2014)
115 15 915 $2,400,200 $2,400,200
Period 2
(Aug 2014)
70 7 250 $654,700 $654,700
Period 3
(Nov 2014)
50 6 150 $435,300 $435,300
Period 4
(March 2015)
115 14 820 $2,181,200 $2,181,200

19. Flowchart

20. We Have Now Reached Our
Destination
Ladies and gentlemen, we've begun
our initial descent into the Gainesville
area. At this time we're going to turn
on the seatbelt sign and ask that you
return to your desks and ensure your
seatbelts are fastened. It's been our
pleasure to have you listen to our
presentation.

21. References
● MRI+ . (2012, January 1). MRI+. Retrieved April 10, 2014, from http://www.mriplus.com/site/index.aspx?AspxAutoDetectCookieSupport=1
● JetBlue 2011-2013. (2013, January 1). AdSpender. Retrieved April 10, 2014, from
http://products.kantarmediana.com/Security/Default.aspx?ReturnUrl=http://adspender.kantarmediana.com/adspender/Pages/Home.aspx
● RITA | BTS | Transtats. (2014, January 1). RITA. Retrieved April 10, 2014, from http://www.transtats.bts.gov/
● The New York Times Media Kit. (n.d.). The New York Times . Retrieved April 10, 2014, from http://nytmediakit.com/sunday-magazine
● New Brand Campaign Renames and Redefines the Air Travel Category JetBlue Pioneered in 2000. (2008, May 8). JetBlue. Retrieved April 10,
2014, from http://investor.jetblue.com/phoenix.zhtml?c=131045&p=irol-newsArticle&ID=1142184&highlight=
● FORM 10-K. (2011, January 31). Securities and Exchange Commissions Official Website . Retrieved April 10, 2014, from
http://www.sec.gov/Archives/edgar/data/1158463/000095012311018216/y04224e10vk.htm#Y04224107
● Zuckerman, Laurence (June 5, 2008). "JetBlue, Exception Among Airlines, Is Likely to Post a Profit". The New York Times. Retrieved April 7,
2014.
● When to visit North America - SmarterTravel.com. (2011, January). When to visit North America - SmarterTravel.com. Retrieved March 18, 2014,
from http://www.smartertravel.com/travel-guides/page.php?id=224784
● JetBlue Company History. (n.d.). JetBlue. Retrieved April 10, 2014, from http://www.jetblue.com/about/ourcompany/history.aspx
● Carey, S. (2005, September 1). Delta, Northwest See Bankruptcy as Key to Revival. The Wall Street Journal. Retrieved April 10, 2014, from
http://online.wsj.com/news/articles/SB112671083630940483