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

virgin Atlantic A Premium Brand - Essay ExampleThe corporation, Virgin Atlantic, implemented the core quantify marketing strategies (Czinkota, 2007). The conjunctions Steve Ridgeway, VirginAtlantics market Director, focused on advertising the many benefits of evanescent the London and other 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 hectic head of marketing fructify in 1992. The promotions activities included offering discounts and other special privileges to frequent flyers. The friendship offered busy airline travelers to encrypt in the corporations 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 note customer services to increase c ustomer demand(McDonald, 2007). The companys in-flight catering service is on the equal 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 fanny easily access the busy duty free shops. The company also implements a prestigious output development as well as public relations campaign under the strong leading of Mr. Ridgeway. Specifically, the companys advertising budget is equal to two percent of the companys boilersuit turnover or revenues. The advertising campaigns are described as several short advertisements being handled by several professional advertising and promotions organizations (Doyle, 2012). Further, Virgin Atlantics management social organisation focuses on customer-based marketing. The companys pricing and services are geared towards filling the current and future customers demands or wants. The compa nys headquarters is in Crawley, near Gatwick. The organisation implements flexible communication activities within the line and module 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 control 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 passel are given the free will to make decisions within the necessity of wasting time try to seek approval from the upper levels of management. The management policies include scrutinizing and managing organizational expenses and costs. Each sector of the airline company is mandated to reduce operating expenses. The companys top three management officers are managing theatre director Roy Gardner, managing director Syd Pennington, and finance director Nige l Primrose. The three officers report directly to Virgin Atlantic Airlines founder Richard Branson (Doyle, 2012). The companys Managing Director Roy Gardner brings a vast airline operations experience to uplifting the operational management of the company. Gardner was the condition technical director of Virgin Airways in 1984. Prior to his Virgin Airways stint, Gardner worked with Laker Airways. Garner also had several geezerhood experience working with British Caledonian Airways. Mr. Gardners airline experiences, prior to Virgin Atlanti