Air France : rapport de marketing et de communication (2006)

Étude de cas Marketing & marques Marketing des services

Date de publication :

06/03/2008

Langue :

Anglais

Format :

.pdf

Nombre de pages :

37 pages

Niveau :

avancé

Consulté :

19 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

Airline sector overview
Air France KLM profile, historical and businesses
1. Company profile
2. Businesses
3. Air France-KLM historical
Swot analysis
1. Micro environment
2. Macro environment
3. Competition analysis
4. Noises
Strategy
1. Analyse the situation
2. Define objectives
3. Define strategy
4. Implementation: An external intermediary to develop the new campaign: the Advertising agency BTC Euro RSC
Communication Mix
1. Below the line (BTL) techniques
2. Above the line (ATL) techniques
Analysis of the strategy
1. Media planning
2. Evaluation of the communication campaign
3. Success factors of Air France communication
4. Designing the good message
5. The buyer readiness stage
Conclusion and Recommendations
1. Face to face recommendations
2. Direct Marketing recommendations
3. Public Relations recommendations
4. Promotion recommendations
5. Advertising recommendations

Résumé :

As part of the marketing communication project, a team comprising Antoine Cadoret, Nicholas Dawson, Charlotte Fouquet and Stephanie Mazel decided to conduct a study of the communication mix of a European leading airline company: air france. The purpose of this project is to explore and analyse the developments in the field of marketing communication and the changing relevance of its component processes that have implications for air france marketing managers. This sector was chosen by the team as the current industry's marketing trends are ever-evolving and to understand the communication mix of a high-profile airline company. As consultants, we will provide information and recommended actions to air france marketing communicators in order to facilitate further success concerning their communication and promotional efforts. In addition, the report provides a useful perspective in the proper use and applications of communication marketing. We will stress the benefits and drawbacks of current practices to conclude with practical suggestions to maximize the communication strategy and communication process value chain and maintain a competitive advantage in the market.