1. Background
Austrian Airlines is adding a new long-haul destination in Asia to its route network this year. Starting on September 5, 2016, Austria’s national carrier will fly up to five times per week to Hong Kong, deploying a Boeing 777 aircraft. It is the first direct flight from Hong Kong to Vienna.
2. Scope and objective Brand Building: The flight with a heart of music, attentive flight experience To create buzz and trigger desire to travel with Austrian Airline on her new route Create sale and direct about two-thirds of the passengers will change flights at the Vienna flight hub, especially in the direction of Western and Eastern Europe.
3. Environmental analysis
This is the first direct flight service from HK to Vienna, we will compare the flight time, price and the brand image between
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Research and consumer behavior
Research on price, services, sales channels and promotions of major competitors in Hong Kong (eg. Cathay Pacific, Lufthansa, Hong Kong Airlines, Emirates, etc) will be done via secondary data. Research on consumer behavior including channels of information search, purchase channels, factors affecting their decision making, etc. will be done by questionnaire.
5. STDP Segmentation and Targeting: Travelers who travel to Vienna/Europe for different purposes (eg. business, study, vacation, music show, etc.) will be evaluated to determine the potential target and market size. Differentiation: To differentiate with competitors by providing attentive and caring service for every music lover with joyful journey. Positioning: Being the airline of the city of music and position ourselves as the airline that is the nicest to music.
6. 4P Product: Austrian Airline offers convenient direct flight with competitive price, actually is the lowest price in the market. Flight time to Hong Kong from Vienna is about 11 hours 25 minutes, travelers can save at least 4 hours of the transit time for having at least 1 stop in their