Free marketing plan sample by marketing plan now: www.marketingplannow.com. A plan demonstrating a new service by aircraft manufacturer; Airbus

1. 1

2. Marketing Plan
Sample
Félina FLAM
Maxime FONTAINE
Anne ULRICH
2

3. Company profile - AIRBUS
• Founded in 1970
• Headquarter in Toulouse
• One of the world‘s leading manufacturer
of aircrafts
• Subsidiary of EADS, a European airspace
company
1

4. Marketing Plan - Agenda
1. Strategic analysis
2. Achievable Marketing Objectives for 2010
3. Yearly Action Plan & Marketing Budget
4. Control Procedures & Criteria of Success
2

5. Marketing Plan - Agenda
1. Strategic analysis
2. Achievable Marketing Objectives for 2010
3. Yearly Action Plan & Marketing Budget
4. Control Procedures & Criteria of Success
2

6. Strategic analysis
1.1 Business Trend
Aviation is an important element in
today’s world and influenced by social
and economic development.
3 à Annex A

7. Strategic analysis
1.2 Market analysis
Airbus aircraft manufacturing is acting basically on
two markets:
Civil Military
Aircraft Aircraft
1.3 Competition
• Duopoly Market with Boeing as competitor
• Future menace by Asian and Canadian companies
4 à Annex B, Annex F

8. Strategic analysis
1.4 Market Segmentation (by needs)
– Business to Business
– Consumer
• Frequently purchases for service fleet for airlines
like Air France, Lufthansa, Emirates
• Supply of Military Aircraft with U.S. Army as the
most demanding customer
• Unique purchases by private persons
– Potential customer in the Low-Cost-Carrier
segment
5 à Annex F

9. Strategic analysis
1.5 Marketing Mix
Marketing
Offer
Marketing
Promotion
à The most important elements for Airbus are Direct Marketing
and Physical Features
6 à Annex C

10. Strategic analysis
1.6 Analysis of the Situation
Present
– A product of high quality, safety and comfort is the
reason for Airbus’ market leading position (USP)
– High R&D Costs to keep a high technological
standard
Future
– New markets in Asia à Risk for new competitors
– Increasing price of oil
7 à Annex D
à Positioning in Annex E

11. Strategic analysis
1.7 Source of Information
• www.airbus.com
• Contact persons:
– Questionnaire:
• Louis FARAUT (Airbus CE Customer Support, Retrofit
manager)
• Eric RODET (Airbus Customer Service, Retrofit team)
– Telephone interview:
• Sarah FRIEDRICH ( Airbus Procurement SC improvement)
• Katharina SCHLÜTER (Lufthansa Technik Logistik, Key
Account Manager)
8 à Annex F, Annex N

12. Marketing Plan - Agenda
1. Strategic analysis
2. Achievable Marketing Objectives for 2010
3. Yearly Action Plan & Marketing Budget
4. Control Procedures & Criteria of Success
2

13. Achievable Marketing Objectives for 2010
2.1 Marketing Strategy
– In 2010 Airbus will open an Overhaul Service
Center for the aircraft type A 380 in Toulouse
– The Overhaul Service Center will offer:
»IL Check (after 15.000 flight hours)
»D Check (after 30.000 flight hours)
9 à Annex G

14. Achievable Marketing Objectives for 2010
2.2 Desired Market Segmentation (by loyalty/needs)
– Service for current clients without own
overhaul possibilities
– Attracting interest of new customers through
this additional offer
– Only for Civil Aircraft, no proposition for
Military clients
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15. Achievable Marketing Objectives for 2010
Additional
Elements
à Increasing the focus on Quality of Service
11 à Annex C

16. Achievable Marketing Objectives for 2010
2.4 Marketing Objectives
– Using of existing technical Know-How
– Overhaul Service helps to keep the former
clients
– Better image for the company (better safety)
– New advantages compared to Boeing
– Joint Venture with Chinese company to enter
the Chinese market
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17. Achievable Marketing Objectives for 2010
2.5 Position
• with the new Overhaul Service for A 380 Airbus will
be the first provider in this section
• Airbus’ Image will rise because of the new offer
2.6 Yearly Sales Forecast for 2010
10 x 2.350.000€ = 23.500.000€
Number of Aircrafts Cost of IL-Check Sales Forecast 2010
à Increasing Sales in the following years
13 à Annex E, Annex H

18. Marketing Plan - Agenda
1. Strategic analysis
2. Achievable Marketing Objectives for 2010
3. Yearly Action Plan & Marketing Budget
4. Control Procedures & Criteria of Success
2

19. Marketing action plan & budget
3.1 Main Cooperative Bodies
– MRO Services: HAECO, Lufthansa Technik
– Airlines: Emirates, Singapore Airlines
– Others: Blohm+Voss
3.2 Maintaining marketing activities
• We recommend Airbus to promote the Overhaul
Service during different Air shows like the Paris Air
Show or ILA Berlin.
14 à Annex I, Annex J

20. Marketing action plan & budget
3.3 Developing new Product and its pricing
– New Service:
• An Overhaul Service Center which offers the
performance of IL Checks (after 15.000 flight
hours) and D Checks (after 30.000 flight hours) for
A380
– Pricing: (example for IL Check)
• Setting of a variable price spectrum
Reduction for Fix Price of Cost Overruns
client 3,5 million € for Airbus
35.000 42.000 working hours
15 à Annex K

21. Marketing action plan & budget
3.4 Promoting Marketing Activities
1) Quality of Service
• First overhaul service for A 380
• Intranet connection for clients
2) Direct Marketing
• Direct explanation of new service
for potential customers over
telephone, emails or visits
• Special information event
3) Physical Features
• Codetermination for physical
features also for overhaul service
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22. Marketing action plan & budget
3.5 Service Marketing
• Information about the overhaul before and during the
maintenance
• Automatic Information to the clients when the next overhaul
service has to be done
3.6 Marketing Yearly Budget à 6% of sales volume
Resources Usage
Cooperation 120.000 € Quality of Service 705.000 €
Proper resources 1.290.000 Direct Marketing 465.000 €
€ Research/Feedback 120.000 €
Not allocated funds 120.000 €
1.410.000 € 1.410.000 €
17 à Annex L; Timetable for Action plan in
Annex M

23. Marketing Plan - Agenda
1. Strategic analysis
2. Achievable Marketing Objectives for 2010
3. Yearly Action Plan & Marketing Budget
4. Control Procedures & Criteria of Success
2

24. Control Procedures & Criteria of success
4.1 Control Bodies
Head of Overhaul Service Department
Financial Manager Marketing Manager
4.2 Control Tools
– Monthly feedback to Head of Overhaul Service
– Reports/ documentation after every Overhaul
– Qualitative Surveys, Feedback meeting with clients
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25. Control Procedures & Criteria of success
4.3 Control by Milestones
– 17/06/2010 à Opening of Exposition Hall (Airbus anniversary)
– 14/07/2010 à Special Event for Customer (France National Day)
– 15/10/2010 à Bringing Overhaul into service (Date of First
Delivery of A380 in 2007)
4.4 Criteria of Success
– Increasing of sales of A 380 because of new service
– Increasing customer satisfaction and loyalty
– Positioning near Lufthansa Technik
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