Virgin Atlantic A Premium Brand Essay Example | Topics and Well Written Essays - 2000 words

gross(a) Atlantic A Premium Brand - Essay ExampleThe friendship, Virgin Atlantic, implemented the core value marketing strategies (Czinkota, 2007). The companys Steve Ridgeway, VirginAtlantics Marketing Director, focused on advertising the many benefits of flying the London and early(a) skies within the comfortable passenger planes of Virgin Atlantic. Mr. Ridgeway joined Virgin Atlantic Airlines in1989. Ridgeways successful marketing strategies triggered his promotion to the more responsible and more febrile head of marketing position in 1992. The promotions activities included offering discounts and other special privileges to frequent flyers. The company offered busy airline travelers to enroll in the companys frequent flyer programme. Ruth Blakemore, Virgin Atlantics Marketing Head, coordinates with Mr. Ridgway as one of the top marketing officers of Virgin Atlantic (Doyle, 2012). Further, the company implemented excellent quality customer services to increase customer demand (McDonald, 2007). The companys in-flight catering service is on the same level as the catering services of other competing airline companies. The companys airport retail area caters to the personal and other travel needs of the companys airport passengers. Within the airports, the customers can easily access the busy duty free shops. The company also implements a prestigious product development as well as public relations campaign under the strong leadership of Mr. Ridgeway. Specifically, the companys advertising budget is equal to two pct of the companys overall turnover or revenues. The advertising campaigns are expound as several short advertisements being handled by several schoolmaster advertising and promotions organizations (Doyle, 2012). Further, Virgin Atlantics management structure focuses on customer-based marketing. The companys pricing and services are geared towards filling the online and future customers demands or wants. The companys headquarters is in Crawley, ne ar Gatwick. The organisation implements flexible communication activities within the line and staff setup. The organization is described as loose. One senior officer of the company described the management structure as filled to the brim with entrepreneurial trimmings, independent, and autonomy. Management exercises strong restraint of both the employees and the scarce company resources. Most of the companys employees had prior experiences in other competing United Kingdom airline companies. The people are accustomed the free will to make decisions within the necessity of wasting time trying to seek approval from the upper levels of management. The management policies include scrutinizing and managing organizational expenses and costs. for each one sector of the airline company is mandated to reduce operating expenses. The companys top three management officers are managing director Roy Gardner, managing director Syd Pennington, and finance director Nigel Primrose. The three off icers report directly to Virgin Atlantic Airlines founder Richard Branson (Doyle, 2012). The companys Managing Director Roy Gardner brings a vast airline operations experience to shake up the operational management of the company. Gardner was the former technical director of Virgin Airways in 1984. Prior to his Virgin Airways stint, Gardner worked with Laker Airways. Garner also had several years experience functional with British Caledonian Airways. Mr. Gardners airline experiences, prior to Virgin Atlanti