Buyers Behaviour Virgin Atlantic

employ emptor Behavior in Global Context Module compute MGT 5A1 Applied Buyer Behavior in Global Context Module Code MGT 5A1 abbreviation of Virgin Atlantic Commercial 2010. available connexion at http//youtu. be/lGyp1I39eho Module tutor Jenny Bratherton Word Count 2606 Analysis of Virgin Atlantic Commercial 2010. acquirable link at http//youtu. be/lGyp1I39eho Module tutor Jenny Bratherton Word Count 2606 By margon Timchenko By Maria Timchenko Table of Contents 1.Introduction. .. foliate 3 2. physical object fair gameet. .. pageboy 3 3. Service offe cherry. page 4 4. Seasonality. . page 4 5. Positioning of the moneymaking(prenominal)ised. .. page 5 6. Reason for the technical. . page 5 7. acquaintance. .. page 5 8.Persuasive analysis page 7 9. Buying process. page 10 10. Involvment levels and pretend detection page 10 11. Conclusionpage 11 12. References . page 12 1) Introduction. This essay go forth analyze the rebootising campaign of Virgin Atlantic 2010. Rich ard Branson founded Virgin Atlantic in the early 1980s.Originally it was called British Atlantic Airways, subsequent changed to Virgin Atlantic Airways. The first flight was from Gatwick to Netwark on the 22nd of June 1984 (Virgin Atlantic, 2012). The caller-up launched a ? 6 m advertising campaign in 2010, which was jam link up themed (Guardian, 2010). The tonic advert helped the company recover from the recession. Now I pass on examine how exactly it was achieved and what methods were used to obtain the best death penalty of the advertisement. 2) Target Market.Market segmentation is a way of separating the consumers into different sections by their dual-lane needs and personalities (Leon. G, 2010, p. 28). The needs and values depend from person to person tally to his culture (Leon. G, 2010, p. 366). The VALS (values and lifestyles) segmentation system clearly shows the type of hearing this commercialisedisedized is aiming at (Leon. G, pp. 84). This system divides con sumers into eight distinctive subcategories, which consist of thinkers, achievers, ingestrs, believers, strivers and definers.The subcategories this advertisement will appeal to argon innovators because they are receptive to new technologies and who prat experience the innovated technologies at a Virgin Atlantic flight achievers because they are ending oriented consumers who wish to display success to their piers, which they can display by flying Virgin Atlantic as it is noble class airlines experiencers because they like to spend their income on fashion, socializing and entertainment which Virgin Atlantic offers by owing(p) profit, feed, entertainment and their flights are conside carmine as trendy.The social proportion theory states that the consumer with higher(prenominal) purchase ability tends to imbibe a higher status this is a proof why achievers like to spend on luxurious products and services (Leon. G, 2010, p. 338). This commercial appeals to all the tail fin e ffective target-marketing segments (Leon. G, 2010, p. 73). It is distinctive as it clearly distinguishes the shared needs, age and gender of the consumer. The consumer is a business spell or career orientated workingwoman who prefers high-toned service. The age would appeal to extension Y that is born from 1980 and on wards (Leon.G, 2010, p. 410). The Generation Y spends 150 cardinal annually and is into innovation and luxury while Generation X is considered as sophisticated group. Virgin Atlantic Airways allows children ages 5 and above to travel or should be accompanied by an adult (16+). Pets are accepted if they result a disabled person (Virgin Atlantic, 2012). 3) Service offered. The marketing mix shows what benign of service/product is offered by dividing the elements to product, price, place and promotion (Leon. G, 2010, p. 58).The service macrocosm offered is non just a flight from one destination to some other it is an experience at a high-class level of the Virgin Atlantic flight where the costumer will be served at a high class, with protective cover, entertainment and with maximum comfort. It is a high-involvement purchase, which requires considerate thought and cognitive process, as the price is high (Leon. G, 2010, p. 231). The flight can be purchased online or at a flight ticket office. The company offers promotion such as flying club card, ticket sales and discount codes/vouchers (Virgin Atlantic, 2012).The price and lineament relationship the company has is low- price tickets in comparison with their competitors and with a high-class service. 4) Seasonality. The cartridge holder of placing the advertisement is real important, as there are competing companies to hire into consideration. The do effect inquiry has shown that the advertisements presented first (primacy effect) and last (regency effect) has a great effect on the consumer (Leon. G, 2010, p. 302). The release take in was 26 October 2010, which was a great push to re co really from recession. British Airways and American Airlines are the biggest competitors.American Airlines released their commercial in May 2010, which had a primacy effect where as Virgin Atlantic Airlines gained a regency effect. The James Bond 007 Blood Stone video risque was released on 5th of November 2010(IMDB, 2010). This shows that the commercial was released 10 days before the release sequence of the game. This strategy used by Virgin Atlantic is a very clever marketing move, as their advertisement is James Bond themed and during that end of time all sorts of media (TV, newspapers, online, word of mouth and billboards) had James Bond game advertisements.Virgin Airlines got increased attention to their advertisement by publishing their advertisement at time coinciding with Blood Stones release. 5) Positioning the commercial. The advertisement is transmitting by mass media as head as by new (non traditional) media (Leon. G, 2010, pp. 294-296). The commercial is cont end on TV where it addresses wide couch of consumers (i. e. via mass media) and through YouTube where it is addressable and interactive, while response measurable.It was as well as played during the flights on the Virgin Atlantic TV channel where it exclusively targets its audience (i. e. via target media). 6) Reason for the commercial. The consumer behavior consists of searching for, buying, using, evaluating, disposing of products and services that in their stamp will fulfill their wants (Leon. G, 2010, p. 23). The commercial was created in order to persuade and make aware the audience of the fact that the service being offered by the airlines is luxurious, socialize and high-class, to convince that this kind of service will satiate there needs. ) Perception. Perception is defined as the process by which an individual selects, organizes, and interprets stimuli into a meaty and coherent picture of the conception. (Leon. G, 2010, p. 175) This advertisement appeals to emotion al motives, which are affection, status and fleece in this case (Leon. G, 2010, p. 110). The advertisements mood is sexually charged and is putting the vendee into a state of excitement by James Bond themed medicament and graphics, illustrations of high-class adventure and good-looking actors in the commercial.Abraham Maslow created the Maslows Hierarchy of Needs, which identifies the five-spot basic levels of human needs (Maslow, 1987). The advert is aiming to satisfy all the five needs of the potential consumer. egoistical needs will be cheerful during the flight on these airlines, as it is illustrated as a prestigious flight. Egoistic needs include the need of good reputation, status and recognition from others, which advert convinces that the consumer will reach, if he/she chooses Virgin Atlantic Airways.Need of Self-Actualization will be satisfies as shown in the advert, by flying on this flight the customer will feel self-actualized by getting high-class service which h e/she deserve or earned themselves. Social Needs are to be well-off by communication with good-looking staff. The Virgin Atlantic cabin conspiracy was voted as the most attractive staff in the whole world by the surveys of travelers (Daily mail, 2011). Richard Branson has always stated that the appearance of the flight crew must(prenominal) be important in order make the customers enjoy a memorable flight.Cabin staff of Virgin Atlantic Airlines are told that Youll be the character of the airline. As such, your grooming should always be immaculate even later on a long, tiring flight (Daily mail, 2011). As flying on an sheet has a small risk of security, the advert is aiming to convince that their flight is strong and is a pleasant experience where there is nothing to worry about. physiologic needs will be satisfied by the high-class sustenance and beverage service that would be offered during the flight by good-looking staff.Air and encourage will also be present, as the designed with up to date technology. This commercial is aimed at visual consumers that prefer and take information check through visual images or heart and souls as sources of information (Leon. G, 2010, p. 147). While watching the Virgin Atlantic advertisement repetitively on TV or Online passive learning is occurring and it changes the consumers attitude regarding the product (Leon. G, 2010, p. 232). The theme message delivered through this advert is Your airlines either got it or it hasnt. on that point is a message tintinnabulation in the wording, which adds a bit of humor to it and will make the lulu remember the commercial (Leon. G, 2010, p. 301). The theme message has comparative advertising technique to it where Virgin makes the witness compare their airlines to Virgin Atlantic (Leon. G, 2010, p. 303). The sexiness in advertising is present in order to grab the attention of the viewer (Leon. G, 2010, p. 308). The hostesses are eroding short dresses in red color and t he man who is passing the security check hasnt got underwear on. Virgin is trying to show that their flights are sexy. ) Persuasive analysis. Chromatic scale is red and black, which is eye catching. The flight attendances are tall, chichi and beautiful. uncertain of men wearing suits doing a pole dance around the fork with a shrimp. This is demonstrating that the food they are offering is high-class and sexy. Very few cuts in the filmmaking, instead has transitions that are oft more flowing and make it much more difficult to look away. This is a diaphysis of a proceeding, which is do through a disco ball. The transition from the airplane saloon to the red lips. The shot of the crewmember falling in and disappearing in the carpet later on she gives an ice cream to the customer. This could be symbolizing submission as well as it is a large eye catch that withholds the viewers attention. Shot of flying destinations. Shot of flying destinations. Shot of flying de stinations and the smooth transaction appearing in the background. Shot of the flight crew standing on the wing of the Virgin airplane, which is a really good imagery. On the crimp there is the headline Your airlines either got it or it hasnt.The headline tries to indicate that the Virgin Airlines truly has all the qualities, which will satisfy your needs, and that other competitors may not. This shot demonstrates the high-level service done by a good-looking crewmember in a very fashionable saloon. The shot of people firing through the body scanners. The men going through the body scan are good-looking businessmen, which represent the targeted consumers. The person in the middle coming through the scanner hasnt got underwear, by which he shows that the body scanning isnt just safe but it is also sexy. Transaction from the sunglasses of the crewmember into the next scene, which is airplanes and female flight crewmember flying in the air. There is no cutting in the transacti ons. This is the shot of the flight attendances video display the airline safety check in a very stylish and sexy manner. A man being tucked in by a beautiful giant woman into a cloud, which is dreamlike, and it suggests that the customers are going to be truly taken care of. The shot has focus towards the ticker of the pilots head. Behind his head there is a spear of light, this light looks as an angel like aura.This technique tries to show the security the airlines provide (angel like). The flight team is very good looking and is walking with self-assurance, which adds confidence to the image of the company. The runway lines and the red carpet represents the luxurious service. transit from the safety demonstration to the airplane saloon is done without editing cuts, which is very eye-catching. The shot of people sitting around of a pool of martini and compete with the olive, which represents entertainment, beverage and luxury the airlines offer to their customers. 9) Buying process. The consumer decision making can be viewed as three distinct but interlocking stages the stimulant drug stage, the process stage and the output stage(Leon. G, 2010, p. 36). This advertisement is designed in order to influence the input and process stage in order to make the consumer come to the output stage. This advert influences and increases the consumers recognition of the service need. The information is delivered to the consumers through the marketing efforts of the commercial, which will influence not completely media but also word of mouth marketing.The Psychoanalytical Theory of personality created by Sigmund Freud explains the drivers of the output stage (Leon. G, 2010, pp. 137-139). According to Freuds theory this commercial will affect superego and id to make the purchase. The superego will be gratify when purchasing this service because he/she will become socially and fashionably acceptable, as Virgin Atlantic flight is trendy. Id will be gratifie d if the consumer will make the purchase because the airlines offer the basic requirements such as food, shelter and security. The consumer will make a trial or a repeat purchase when buying this service (Leon.G, 2010, p. 497). The consumer might be new to the company or be a frequent loyal customer. 10) amour levels and risk perception. Involvement is a very important factor in how much attention is paid to the message sent to the viewer and how it is understood. There are different ways to measure the involvement of the viewer. There are two ways of involvement, high-risk and low-risk purchases. The higher the risk, the higher the involvement and research will be. The flight purchase is a low-involvement product and consumers prefer appropriate context of the message delivered (Leon.G, 2010, p. 293). The mood of the consumer is very important, if he/she is in a freehanded mood, the content of the commercial might cause a bad reaction of the viewer. Psychological noise may be di stracting the viewer from the commercial and the advertisement has contrast in the imagery in order to keep the viewers attention. 11) Conclusion. The advertisement created by the Virgin Atlantic airlines in my spirit was successful . The James Bond theme imageries and soundtrack had a great furbish up on the effectiveness of the commercial.Every time the consumer will watch James Bond movie or play a James Bond game, the commercial will subconsciously come to their mind and the other way around. The time it was released was perfect, as they needed a push to get out from the recession. The commercial had a bit too much sex advertisement in it, which may led to worse effect tan could have achieved and do the competitors (American Airlines) stand out more, as they had a touching TV commercial that gave gratitude to the men in uniform, veterans and their families. Sexual advertising may distract the consumers attention from the message content being sent.This technique may have a li ttle influence on the buyers purchasing intentions and a risk of spoiling the image of the company. This advert is targeting businessman, but there is the family audience with children and generation X, which they are risking of loosing. The commercial is based mostly on emotions and only in one short scene the viewer can project the seating with the monitors. The saloons, seats and the exact food of Virgin Atlantic Airlines are not shown, but they are very important to be shown, as the consumer wants to see the comfort he/she will have during the flight.The fact that the advertisement shows a man being tucked into a cloud and not airplane seat could make an impression that the airlines are hiding something and their seats are not good enough to be shown in the advertisement. This advertisement could have been improved by focusing the viewers attention much more on the design of the saloon, comfortable seats and delicious food. Nonetheless, boilersuit this was a very well executed and effective advertisement with successfully reached hearts and minds of customer 12) References. 1. Leon G. Schiffman, Leslie L.Kanuk and Joseph Wisenblit, 2010, Consumer Behavior. 10th ed. Pearson Press. 2. Virgin Atlantic Airlines (2012) History Online for sale full link at http//www. virgin-atlantic. com/en/gb/allaboutus/ourstory/history. jsp Accessed 30 November 2012 3. Mark Sweney (2010) Virgin Atlantic takes off with ? 6m James Bond-style ad push. The Guardian Online, Online Available full link at http//www. guardian. co. uk/media/2010/oct/01/virgin-atlantic-ad-muse-feeling-good Accessed 25 November 2012 4. Virgin Atlantic Airlines (2012) survive information Online Available full link at http//www. irgin-atlantic. com/gb/en/travel-information. html Accessed 27 November 2012 5. IMDB (2010) James Bond 007 Blood Stone Online Available full link at http//www. imdb. com/title/tt1692489/? ref_=fn_al_tt_1 Accessed 2 December 2012 6. American Airlines, 2010. American Airlines Com mercial Putting them first Video online Available full link at http//www. youtube. com/watch? v=x6iAMiJUu5g Accessed 27 November 2012 7. Maslow, A. H. , 1987. Motivation and Personality. Third edition. new-sprung(prenominal) York Harper & Row, Publishers, Inc.