Introduction

The primary purpose of the paper is to provide information regarding the implementation of the new market segment by Virgin Atlantic which enables to enhance their customer’s base in the future. Furthermore, for developing the awareness of this new market segments, some recommendations will be provided that can easily enhance their customers’ base. Besides this, the concepts and benefits of branding and also the use of communication campaigns concerning the new market segment will be further discussed in this paper. Moreover, recommendations on integrated marketing communication plan regarding one internal and one external stakeholder and it measuring methods will also be discussed in this paper.

Task 1

1. A) Organization background of Virgin Atlantic

The organization Virgin Atlantic is a trading name of Virgin Atlantic International Limited or Virgin Atlantic Airways Limited is the United Kingdom second largest long-haul airline. The headquarters of Virgin Atlantic is situated in Crawley, West Sussex, England (Virgin Atlantic, 2018). The company was established on 22 June 1984 as British Atlantic Airways by Richard Branson, and its co-founders were Alan Hellary and Randolph Fields. In the beginning, the flights fly between the Falkland Islands to Lender but in the present day its serves internationally in the whole world. In today’s world, Virgin Atlantic serves over 30 destinations in the world and about 24 flights are operate between US and London and 32 daily flights operate between North America and the UK. The current CEO and Chairman of the firm are Craig Kreeger and Stephen Murphy, and primarily the firm follows licensing modes of entry to enter into the foreign market. [WU1]

At present, this airline company and Virgin Holidays are controlled by Virgin Atlantic Limited that is owned by Virgin group (51%) and by Delta Air Lines (49%) of Singapore (Virgin Atlantic, 2018). The company possesses a revenue of 2,698 million pounds, and the operating income was 154.3 million pounds till 2016 while it has 8,965 numbers of employees till 2016 (Chang et al., 2014). The company provides airline services to their consumers with the longest and most comfortable seat and flat bed in business class and revolutionary Upper-Class Suite. [WU2] Along with this, they have a clubhouse named as Virgin Clubhouse at Heathrow that established in 2006. In this clubhouse, they provide a hair salon, a cocktail bar, a brasserie, a cow-shaped spa, and a games room. Hence, Virgin Atlantic along with Virgin Clubhouse provides a B2C business, and the main competitors of the firm are Air India, Malaysia Airlines, Singapore Airlines, Qatar Airways, Air France, United Airlines and Emirates. [WU3]

1. B) New market segment of Virgin Atlantic

It is seen that in the current trend the main market segment of Virgin Atlantic only to provide passengers reliability and comfort mainly to the upper middle class, middle class, and the corporates peoples. This market segment as well as targeting these groups of people do not give so much profit in the business of Virgin Atlantic (Lancaster and Massingham, 2017). Due to this reason, they develop a new market segment so that it can easily increase their business growth as well as competitive advantage in the market. After doing the preliminary analysis and the market analysis Virgin Atlantic a new market segmentation on the basis of demographic segmentation. The demographic segmentation is based mainly on three marketing strategies one for seasonal offerings, increase of routes and price niche. [WU4] In concern, the holiday or seasonal travel segment the firm provides various seasonal offers to their passengers, and according to this strategy, it will enhance them to make a good relationship with their consumers.

The offers provided by them are mainly based on the tickets booked by each passenger, according to their marketing segmentation more the number of tickets booked by an individual consumer greater will be the discount rates (O’Connell and Williams, 2016). Hence applying this marketing strategy, they not only increase their customer base, but in other words, it can easily fulfill the customers’ needs as per their expectation. According to this marketing segment the firm Virgin Atlantic mainly targeted people that travel from one place to other due to their business and also for the people who loved to travel in various destinations of the world. The age of this group of people mainly lies in between 25 to 45 years and concerning to these groups of people this new market segment is constructed.[WU5] According to the route niche, this airline company provides new airline services to the variable region of the world by their potential growth rates in traveling. The new market segment that provides by Virgin Atlantic will be based on long –haul and short-haul distance respectively.

In both the long-haul and short-haul carrier they provide a room for these business man of age between 25 to 45 years where all sorts of economies with new technology and proper equipment are available (Angeloni, 2016). Therefore by this new market segment approach, the firm can easily increase their customer’s base as well as the competitor activities also increases. In other words, by changing the pricing value for all sorts of traveling the firm can easily attract a large number of travel loved customers of age between 25 to 45 years in the whole world. It has been seen that most of the travel loving customers prefer to travel in other airline companies where the price are quite less than Virgin Atlantic. Hence to grab these customers base the firm build this new market segment strategy by simply lowering the fares depending on the distance traveled. [WU6] In other words, the market segmentation theory that states that both short and long-term interest rates are not related to each other and thus by following this the firm develop all these types of strategies that can give them both types of interests. In other words, the firm should use product or service-led positioning model so the firm can easily tell their consumer about the changes in services or products they are going to incorporate in their business. With the help of this model the consumer can easily differentiate the previous and current service offerings of this airline firm. Therefore, it is clear that by this new market segment the Virgin Atlantic firm can easily attract their target customers as well as it also enhances their business growth in the market. [WU7]

1. C) Recommendations on developing awareness of this new market segment within Virgin Atlantic

Internal communication with their employees will thereby help the manager of the firm to easily elaborate their employees regarding the new market segmentation approach that should be implemented by the firm in the current trend (Merkert and Webber, 2018). Hence for developing the awareness of the new market segment, some recommendations are provided in concerning the internal communication methods with their employees. The recommendations are as follows:[WU8]

One of the recommendations will be that the firm should arrange a presentation and seminar program for both the employees as well as for the shareholders too. With the help of this program, the firm can easily demonstrate their new market segment strategy to both of their employees and their customers. In this program they offered two types of membership approach, one is for the employees, and the other one is for the shareholders [WU9] . Internal communication defines as the communication between the employees of the firm and hence they build Business Rewards membership card for every employee of Virgin Atlantic where they provide every new approach that is going to use by the company in their coming days (Forseth, 2017). In this membership approach, every employee can easily communicate with their superiors regarding any work related matter through online techniques. In other words, it also helps the lower rank employee to directly communicate with their managers so that they can easily get an idea about the new market segment strategy that Virgin Atlantic is going to apply in their operating procedures in future.[WU10]

Another recommendation for enhancing the internal communication approach that takes place within this airline firm is that the managers of each department should arrange face to face meetings with their staff members. Hence this will help the managers to easily provide a view to their employees regarding the implementation of the new target market strategy and thereby it also help them to build a good relationship with their employees (Chan and Denizci Guillet, 2016). In other words, the managers of each department should arrange these face to face meeting once in a month regarding any work related matter or any sorts of operating changes that take place in the firm. Thus, with these meeting approach, the firm can easily make good communication with their employees which thereby help them to know about the new market segment analysis of the firm.

In other words, it is also recommended that to enhance the internal communication approach with the employees it is necessary for the firm to develop a company related programing software that should only use by the employees. The software will build in such a manner that only it can be signed in through employee ID so that no other outside persons should use it [WU11] (Rodríguez and O’Connell, 2018). Hence this will help the employees to get the update about each new step the firm was going to implement in the future, and this will increase their communication approach with their seniors.

Therefore, it can be said that all these three communication approaches will help both the managers and the employees to get every information and also educate and persuade them regarding the different new market segment approaches of Virgin Atlantic.

Task 2

2. A) Concepts and benefits of branding new market segment

The concept of Virgin Atlantic of branding new market segment entirely depends upon researching and tracking the brand image and awareness that keeps the organization far ahead of the curve. The Virgin brand came into existence in the United Kingdom (UK), making it an excellent quintessentially brand of the British (He and Balmer, 2017). The impact of the brand had spread all over the globe. As Virgin knows it very well about how to generate a truly astronomical organization to create unforgettable branding. Due to this fact across the globe, the well-known organization Virgin brand has earned a desirable place in the field of communications, travel, entertainment, and health. The company has not only captured the heart of the nation but also an entire generation by following state of the art solutions, proactive customer solutions, and unshakeable values. The identity of the Virgin brand is considered to be energetic, modern and playful. Every concept related to this organization from its website to its advertising depicts the story of the outstanding universal brand. The strategy of the Virgin brand is to offer a huge quality value to the international audience (Abubakar, and Dogoji, 2015). The company comprised of its video series known as “Disruptors” which helps to look upon the changing strategies of the industries. The business of the company has successfully managed to retain its human elements distinctly. At the initial stage, the organization decided to utilize the shocking red based on their typography to present the passion of the brand and that in turn attracted the customers. Virgin global brand is as successful as beliefs in making strong connections with its consumers.

Brand Vision

The marketing tactics of Virgin concentrates more on the digital era as compared to television advertisements or billboards. The following concept seems to be good for the company in designing inherently for the audience (Kefallonitis, 2015). The Virgin does not enter into the marketplace to provide something new they come into the business world with an intention to modify everything. The visionary leaders of Virgin influence everything that is done by the community to save money. Also, it intends to provide its customers with entertainment or various innovative services to connect with friends.

Brand Image

The company wants to make a change in the business by embracing more punk ethics that clearly states that it requires to update and rebrand its image with something more urban and fresh (Taneja, 2016).

Brand Personality

The personality of the Virgin brand is lot more fun, loose and vibrant. In the flight of Virgin customers will experience safety briefing, vibrancy and little jokes. To portray its unique personality in front of the customers, it asks the audience to answer few of the questions. The company constantly reviews its brand and reflects upon the communication and the behavior with its customers (Vanhonacker, 2016).

Brand model

The business brand model of Virgin describes the fact that how the organization captures, delivers and creates the value. It states that they comprise of small, semi streamlined fleet of only long haul of aircraft. The strategy of the business model helps in creating a plan management as well as brand management. The strategies presents the fact that Virgin has implemented the steps to decrease the price like purchasing cheaper, used aircrafts.

Figure: Virgin Atlantic’s business model

(Source: Slideshare.net. 2018)[WU12]

Potential branding benefits

The biggest strengths of the company’s brand identity are its consistency all over the sub-group and channel within the portfolio of the organization. It encounters whether the customer is dealing with the banking, media or travel, it will experience the same thing that leads to an organization’s success with the affinity of the brand. For this Virgin could easily showcase itself as a thought leader and authority in all the field of the business without becoming an organization that is overly-obnoxious [WU13] (Sinha and Park, 2017). As per the organization, the change in the logo of the Virgin brand showcases the desire of the company to carry out with the emerging and changing trends all over the year. It comprise of 33,000 unique visitors across the globe and benefits around 22,000 customers.[WU14] The channels of Virgin brand knows how to provide their customers with customer feedback, tips, and useful links.

Brand awareness

Virgin develops its brand awareness with the help of the social media which is the best way to provide with the entire knowledge of the strategy of the customer service. Presently Virgin media utilizes the dashboard of social media that helps to connect with the internal and external networks in the same area. It ensures that the company could respond to the needs of the customers and services of the industry (Wang et al., 2017). The branding team of Virgin has acknowledged that how to develop these concepts that help to better understand its customers and providing better forgetting experience to the audience.

Competitive differentiation

Virgin brand offers its customers with excellent experiences related to which department it is serving. By entirely concentrating on the customers the company has effectively created a unique character and identity that makes the organization successful. The organization promises to its audience that whatever will be done by them will be adventurous, innovative and challenging. It is done by the organization as it never rests on its laurels. After the success of the company, it decided to choose the concept of travel ahead with the abstract idea of Virgin Galactic (vom Brocke et al., 2014). Virgin depicts that to accomplish business, there is no limit.

2. B) Use of the communication campaigns and messages

Virgin brand focuses on an advertising campaign that is “Fly in the Face of Ordinary” that was introduced in the year 2012. As per the social media manager of the company’s branding team the organization has shown growth in Twitter and Facebook for their airline. Also, it is observed that Virgin Atlantic Airways Ltd. introduced with a WAP site and a campaign through mobile marketing to promote its offering of the nonstop between London and New York. The mobile campaign of Joule involved advertising that increased the traffic towards WAP site of Virgin Atlantic that can be accessed by the mobile devices that are web-enabled (Drosos et al., 2017). The members of the company knows how to be active in the social media platform with the help of sending messages and communication campaigns.

As it is an essential segment of the organization where the owner of the company is popularly known for blogging and tweeting in the social media. Virgin knows it very well that using the strategy of the social media for communicating with the audience, participating in the conversations and providing high-quality value in all the services that are produced. The clubhouse lounge of the Virgin Atlantic provides a rooftop and outdoor deck. It ensures its customers that they will be lucky enough to experience the highly shareable selfie in the form of fashionable pop up in this extraordinary location. It states that in the heated igloo up to eight guests could enjoy drink and food before their flight competes with the runway view. The aim of this is to create a noise on the social media that presents the experience of the audience that would go viral in the social platform (Wu et al., 2015). As a result that would increase the interest of the customer’s luxury experience. The aim of the campaign is to increase the loyalty to the existing audience those who visited by having a memorable experience.

On the other hand, Virgin Atlantic’s new outdoor and digital outdoor campaign made the use of the Twitter messages that are created by the members. Adam & Eve/DDB created the one day campaign that will focus on the historical user tweets of the airline unearth which is broadcasted on the outdoor locations, digital display, and social media in the UK (Burns and Cowlishaw, 2014). It is stated that the new campaign that is digitally focused will turn the brand “Let It Fly” into reality for the audience. The TV campaign “Let it Fly” was introduced in 3^rd January which is backed by the digital and print activity. It is a digital platform that enhances the customers to have a good experience. It attracts the customers to focus on their ambitions in life and enhances them to turn their dreams and ideas into reality. To have a strong communication campaign, Virgin Atlantic considers TV as a significant medium. The campaign is a change in the policy of expressing the creative views of the customers (Halpern et al., 2016). Through the campaign, the company is challenging to themselves and the audience to “Let it Fly.”

Figure: Let it fly to London with Virgin Atlantic

(Source: Green with Renvy. 2015)

The image presents a big picture of the environment that is overloaded with various materials required while going for a trip. For example the bag was sent to a traveler by Virgin Atlantic through a random selection process in order to create an inspirational itinerary, eco-friendly making use of all the products. The products include a bucket, necklace, a white shirt, a journal and pen, a BV bicycle pump, UP fitness bracelet by Jawbone and sandals. As per the traveler all the items provided are the best suited for any traveler. [WU15]

2. C) Benefits and challenges of working with an external agency

Benefits

The benefits of the company in working with the external agency is that it bridges the gap between the design and the business strategy that links the potential customers, stakeholders, and business strategy. This is done with the help of integrating market communication by the external agency that is Fabrik. The communication strategy of Virgin’s marketing Fabrik includes originality and integrity. It thus helps Virgin to offer them with the vision of what they want to achieve and enhances the organization to reach there. For this Fabrik develops methodologies that brings a vast change in the organization’s strategy (Stothers et al., 2015). Fabrik has proved to be beneficial for Virgin as it created and planed marketing communications in a better way. It also provides easy use of various parts of information and departments. It is equally concerned about interacting with the customers, listening to their requirements, analyzing what they want to modify. It utilizes the tools for the digital marketing communications to fulfill the promises the organization has provided to the customers. The policy of Fabrik helps Virgin to make creative and strategic recommendations that allow the customers to have a link with their prospective clients, employees, and stakeholders. The schedules and budgets of Fabrick are strictly adhered by eliminating the creative barriers of the organization by the external agency.[WU16]

Challenges

On working with the external agency such as Fabrik the company focuses on getting a stronger position within the marketplace. The challenge with the company is it purchases the fuels in advance for years and months. That clearly states that the decline in the crude oil prices does not naturally result in a rapid decrease in the costs of the on-going fuel. It is equally important for Virgin to strengthen its business with Fabrik by considering the external factors that will affect the issues of the organization.[WU17] The significant challenge is to concentrate on future goals by preparing the things better for the audience. As the costs of the aviation transport modes infrastructure are 100% paid by the consumers and the company needs to make sure that the new runway will prove to be beneficial to the customers (Mohsin et al., 2017). Another challenge of Virgin Atlantic is to focus upon the profits that will help in recording profitability in the year 2018. It is a great challenge for Virgin Atlantic to provide its customers with better services that must be unique from the competitors within the market. Again it is challenging for the organization to match with the strategy of the external agency as it comprises of new technological innovations.

Task 3

3. A) Recommendation on integrated marketing communication plan to target the new market segment

The integrated marketing communication plan will help the Virgin Atlantic to implement their new market segment approach that they are going to develop to enhance their customers base as well as business growth in the market in coming days (Graham, 2016). The main objectives of this integrated marketing communication approach are as follows:

[WU18]

For implementing this integrated marketing communication plan, the marketing communication framework that should be followed by the firm would be the Fill’s Marketing Communication Planning Framework (MCPF) (Anwar, 2015). The MCPF is an integrated marketing plan that created by Chris Fill, who was the senior examiner for the Chartered Institute of Marketing. [WU19] The main motive of using this framework by Virgin Atlantic is only to introduce their new market segment approach to both their internal as well as external stakeholders respectively (Camilleri, 2018).

Figure 1: Fill’s Marketing Communication Planning Framework (MCPF)

(Source: Hazledine, 2015)[WU20]

Hence with the help of this integrated marketing communication plan the firm Virgin Atlantic use to communicate with their stakeholders regarding the new market segment approach (Hazledine, 2015). Thus for implementing these, some recommendations are provided in concerning both internal and external stakeholders. The recommendations in concerning to the integrated marketing plan to target the new market segment are as follows:

Recommendation on integrated communication plan by targeting one internal stakeholder such as employees of Virgin Atlantic- In this approach, it is recommended that the firm should make conferences, tradeshows as well as webinars with their employees so that every member should know about the Virgin Atlantic new target market segment. As the firm is going to introduce discount package in holidays during seasons, new routes and pricing approach as per their new market segment strategy so for implementing this, it is important for the firm to inform about this to their employees (Akamavi et al., 2015). Hence, for informing their employees regarding the new market segment strategy the firm introduce tradeshows and conferences where various types of interview, surveys are going on in the company internal environment. [WU21] While during the conference every employee of the firm will fill up the registration forms with a minimal amount so that they can actively participate in this company conference procedure (Effendy et al., 2018).

It is seen that will the help of tradeshows or trade fair; Virgin Atlantic can easily demonstrate their performance in front of their employees and also they can showcase their new marketing segment in front of them. Sometimes it is noticed that most of the employees forget to register them during company conference procedure and in that situation, an online registration, as well as same-day registration procedure, should be introduced by Virgin Atlantic. With the help of this portal every staff members as well as managers of the firm should participate in the conference [WU22] (Taylor, 2016). In other words, tradeshows will help the firm to show off their technologies that are mainly used by them in their operating procedure which thereby help their staffs to generate an idea regarding internal company procedure. On the other hand, the conference will help the employees to interact easily with their seniors’ staffs, and in this approach, the communication skills between both seniors and juniors staffs will enhance. Hence it can be said that both tradeshows, as well as the conference, will help Virgin Atlantic to quickly spread their information relating to new segment market to their employees.[WU23]

Options	Both package (Pounds)
Trade shows twice in a year	55,000-110,000
Conference fourth times in a year	28,000-62,000
In total	83,000-172,000

Table 1: Budgeting of tradeshows and conference by Virgin Atlantic

Apart from this, it is also recommended that the firm must do webinars which is a short-term for a web-based seminar which demonstrates a workshop, presentation, seminar or tutorial that is broadcasted through the web (Mishra, Boynton, and Mishra, 2014). [WU24] It is considered to be one of the innovative tools that provide an edge of effective collaboration as well as communication in the businesses. Hence it will help the managers of Virgin Atlantic to maintain effective communication with their employees, and thereby it helps them to easily describe them about the new market segment approach that has been used by the firm in coming days. In this type of seminar, the managers of the firm uploaded a video or presentation regarding any change management procedure that has been introduced by the firm, and it will be discussed during company seminar.

By this technique, the firm can easily spread their approaches in all of their company that presents all over the nation.[WU25] In other words, by this webinars integrated communication tool help the firms to easily connect with their employees, and they can gain success with this approach to maintain good communication with their staff members. This method of communication is considered to be the most effective marketing tool to educate as well as raise awareness to the staff’s members of Virgin Atlantic regarding the new market segment procedures that the firm will go to introduce it in coming days. In the words of, there are three primary types of webinar budgeting, and all these budgeting types should be taken into account by Virgin Atlantic, and these are services, technology, and promotion. [WU26] The details of budgeting webinars monthly in each area by Virgin Atlantic is represented in the table below:

Options	Fixed costs (Pound)	Additional charges (Pound)
Services	200-300	150
Technology	50-400	5-25 cents/ minute/person
Promotion	200-500	400
Total	450-1200	800

Table 2: Webinar budgeting of Virgin Atlantic

Recommendation on integrated communication plan by targeting one external stakeholder such as customers of Virgin Atlantic: In concerning to this approach it is recommended that Virgin Atlantic should give advertisement in the Google’s AdWords regarding their offers or discount that they are going to implement in this new market segment. AdWords is considered to be an online advertising arena that has been operated by Google which allows businesses advertisement to be displayed on both the search engine of Google’s and also on its network services[WU27] (Shin, and Roh, 2015). With the help of AdWords, the company can easily drive traffics of their website and thereby provide the landing page that should be necessary for the firm. In other words, AdWords applies a Pay-Per-Click (PPC) principle where the firm Virgin Atlantic has to pay for only one time when it is clicked. Hence by this approach, the firm can easily advertise their new offerings, and also it decreases their overall operating costs.[WU28]

Therefore, on the other hand, the advertisement provided by the airline company regarding their new offerings as well as discounts will easily spread among the consumers and thereby it enhances the consumers’ base which can attract a large number of customers. Apart from this, the Pay-Per-Click concept has been widely helpful for this Virgin Atlantic airline company because it helps the firm to reduce their advertising cost at a minimum level. Therefore, from advertising in social media includes a huge amount of cost and hence it is suggested that Virgin Atlantic airline company should use this online Google platform so that it easily decrease their budget of advertising whereas it can enhance their customer base too [WU29] (Melewar et al., 2017).

Besides this, it is also recommended that email marketing will also help Virgin Atlantic to maintain a good communication relationship with their external stakeholders. Email marketing is a direct marketing approach that sends commercial messages to consumers through electronic mail or e-mail. The marketing messages include advertisements, sales or any email communication, business request as well as any offers or discount provided by the firm. [WU30] With the help of this marketing messages Virgin Atlantic can easily enhance their relationship with their current consumers, increase the consumer loyalty or it will also help them to build new customers in the market (Gill, 2015). Hence it is clear that both these online options will enhance the integrated communication of the firm with their customers and also by this approach they can easily demonstrate people about their new marketing plan that they are going to implement in coming days.

Implementation schedule	Month 1	Month 2	Month 3	Month 4
Recommendation on the basis of integrated marketing communication plan
Recommendation on integrated communication plan by targeting one internal stakeholder
Recommendation on integrated communication plan by targeting one external stakeholder
Implementation of the plan

Table 3: Gantt chart of implementing this new market segment procedure by Virgin Atlantic

The table shows the implementation schedule of Virgin Atlantic to implement all these recommendations concerning the Gantt chart. The chart will provide the schedule of implementation of both recommendations that will provide on the basis of one internal stakeholder and one external stakeholder respectively. From this table, it is clear that the firm will go to implement these recommendations after the end of the fourth month from the day the plan made.

3. B) Method used to measure the effectiveness of the integrating marketing communications plan

It is seen that in the current trend most of the organizations are concerning about the results or effectiveness of using this integrated marketing communications plan. So it is important for the Virgin Atlantic to measure the effectiveness of using integrated marketing communication approach before implementing the new market segment approach (Luxton, Reid and Mavondo, 2015). The common interest of Virgin Atlantic to measure the effectiveness of this integrated communication approach is to evaluate results that can increase the brand awareness, positions as well as outputs of their new services. The impact of consumer behavior can easily measure by integrated marketing communication, and here it is seen that the firm chooses direct marketing method, therefore, the number of sales generated is considered to the effective measurement tool for Virgin Atlantic (Batra and Keller, 2016). Therefore from this sales structure it is evaluated that Virgin Atlantic can easily measure the effectiveness of using this integrated marketing communication plan to provide an idea of this new segment market. [WU31]

Figure 2: Measures of IMC with the help of sales generation

(Source: Valos et al., 2016)[WU32]

In other words, the IMC programmes also provide a reliable financial approach that can easily measure the effectiveness of this plan. Hence from this financial picture it is evaluated that the firm can sketch out the complete picture of whether it becomes successful or not in concerning the plan. [WU33] Apart from this, it is seen that the process of consumers’ valuation will help the firm to indicate the effectiveness of IMC plan in concerning to their new market segment (Valos et al., 2016). In the current trend, it is noticed that a variety of marketing channels are introduced that focus on the generating leads as well as responses of the consumers on the basis of the IMC plan. Thus with the help of such measuring approaches the firm can easily measure the effectiveness of this IMC plan. Besides this, in the current trend, most of the responses through the website will automatically be recorded and capture in the browser history from which the firm can easily measure the effectiveness of their IMC plan. The tracking history will only be generated in the company’s dashboard that evaluates the effectiveness of measuring the IMC plan sand for this it is necessary for the firm to check their dashboard on a regular basis [WU34] (Ahmed et al., 2016). Thus with the help of these methods, Virgin Atlantic can easily measure the effectiveness of the integrated marketing communication plan.

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[WU1]The feedback comment “The description of the organization is rather confusing and I am not clear which Virgin entity you are using or what its size is and where it operates Be more specific and avoid irrelevant facts and details.”

Comment- It is clearly mentioned the relevant information about the selected company Virgin Atlantic

[WU2]The feedback comment “Try and give more stats and facts about the size of the customer base and the share vs competition.”

Comment- The stats and facts of the company is clear mentioned relating to their customer base.

[WU3]The feedback comment “Try and give more stats and facts about the size of the customer base and the share vs competition.”

Comment- The competition of Virgin Atlantic and its customer base are clearly revised as per the comment provided in the feedback

[WU4]The feedback comment” You have not focused on answering the task. You are required to JUSTIFY one new market segment. Instead you have done a general discussion about segmentation.”

Comment- Only one market segment that is demographic segmentation is chosen for this new market segment.

[WU5]The feedback comment” Answer the question that you have been set. Your answer here is very confusing.”

Comment- According to the feedback comment the answers are describe briefly.

[WU6]The feedback comment” Answer the question that you have been set. Your answer here is very confusing.”

Comment- According to the feedback comment the answers are describe briefly.

[WU7]The feedback comment” You could use some marketing model such as a positioning map to assist with this. Your first few answers are text heavy and have no models or frameworks.”

Comment- Following the feedback report the product or service positioning model is written and properly described.

[WU8]The feedback comment” You are still talking about ‘segmentation’. You are not asked to do this.”

Comment- All segmentation part are removed and the part is revised as per the comment.

[WU9]The feedback comment” A loyalty program for shareholders is not relevant and has not been asked for.”

Comment- The recommendation on loyalty program is deleted and instead of that new recommendation is provided.

[WU10]The feedback comment” A loyalty program for shareholders is not relevant and has not been asked for.”

Comment- The recommendation on loyalty program is deleted and instead of that new recommendation is provided.

[WU11]The feedback comment”-Your description on an employee app is very vague and general.”

Comment- The recommendation on app is changed and new recommendation is provided as per the feedback report.

[WU12]Professor’s comment: I think you could use a brand model (in context and not generically) to support your argument in this answer.

WE HAVE PROVIDED THIS HERE.

[WU13]Professor’s comment: you can format it better to makes the benefits and challenges easier to identify.

WE HAVE PROVIDED THIS HERE.

[WU14]Professor’s comment: you can format it better to makes the benefits and challenges easier to identify.

WE HAVE PROVIDED THIS HERE.

[WU15]Professor’s comment: I think you could use a brand model (in context and not generically) to support your argument in this answer.

WE HAE PROVIDED THIS HERE.

[WU16]Professor’s comment: you can format it better to makes the benefits and challenges easier to identify.

WE HAVE PROVIDED THIS HERE.

[WU17]Professor’s comment: you can format it better to makes the benefits and challenges easier to identify.

WE HAVE PROVIDED THIS HERE.

[WU18]The feedback comment” None of your objectives are SMART and they need to be, in every respect… every letter of SDMART counts”

Comment- All the objectives are changed and new objectives are written according to the comment provided in the feedback report.

[WU19]The feedback comment” As explained, there is no value in just using a cut and pasted comms model.”

Comment- A model is described in the context as per the feedback report.

[WU20]The feedback comment” As explained, there is no value in just using a cut and pasted comms model.

Label the sections of you proposed comms mix, so it is clear which media, tools and methods you are recommending. It is not clear which tools are aimed at last one internal and one external stakeholder – see guidelines for who these must be… plus any other stakeholder you may optionally wish to add.

Comment- As per the feedback all revision is done in this section. The figure is taken from book.

[WU21]The feedback comment” Label the sections of you proposed comms mix, so it is clear which media, tools and methods you are recommending. It is not clear which tools are aimed at last one internal and one external stakeholder – see guidelines for who these must be… plus any other stakeholder you may optionally wish to add.