Athrill Aviation Task of Branding Development

The following team members have worked on Brand Development Plan:

1. Samruddhi Verlekar(Dir, HR)
2. Yazhini (Chief Pilot)
3. Shruti Kaondal(Dir Operations)
4. Komal Agrawal(Dir, Trainer)
5. Varnika Singh(Dir, Marketing)
6. Kanthimathi S(President)
7. Anuja Malkar(MD)

 1. Samruddhi Verlekar(Dir, HR)  
PFB task for today

Branding a product means to spread awareness about the product in the target market.

Providing Loyalty Programs
By creating a loyalty program, you will encourage flyers to become repeat customers, booking additional flights with your business. Most airlines will charge the same fare for identical trips. By letting a customer become eligible for perks by earning points, you can gain an advantage over the competition. Perks can range from seat upgrades to free flights, airport lounge passes, or discounted parking spaces. Be creative and you’ll find that loyalty program members may book exclusively with you to maximize their benefits.

A Creative Airline Advertising Strategy
Delta created Sky360 Lounges at sporting events and food festivals. Any way you can get your name out to the masses and get people to remember you is good for business.

A Strategic Social Media Campaign
You need to make sure you’re reaching customers on social media to deepen relationships and humanize your brand. You can use that page to offer sale and promotional updates, provide customer service, or give customers a fun behind-the-scenes look at your company. Customers love to hear about community initiatives airlines participate in and stories of employees going out of their way to satisfy their customers.

Providing Flight Perks
Creating an entertaining in-flight experience with features like in-seat systems that play current TV shows, music, games, or movies, in- flight Wi-Fi can give you a customer advantage. 

Also, we can offer free baggage service.

Co- Branding
We can co brand with a franchise (example, When star wars was produced, emirates painted the airplane body with star wars engraved on it)

Hotel and flight combination can be offered.
Car hire is also another option.

Create content that is entertaining and informative. For example, you might create a humorous list of travel tips, or write an article about how to cope with jet lag.

Special effort must be made to develop and operate a highly functional, fast, rock-solid, and user-friendly website for online information, reservations, and e-ticketing. Internet marketing, combined with conventional non-Web marketing, will steer people to the website. The more customers use the website, the easier and more pleasant the experience will be for them, and the more economical and efficient, and predictable, will be the process for the airline.
Samruddhi Verlekar
Director HR
Athrill Airlines Inc. USA

2. Yazhini(Chief Pilot)
 1. Consider your overall business strategy.
 A strong, well-differentiated brand will make growing your firm much easier. But what type of firm do you want? Are you planning to grow organically? Your overall business strategy is the context for your brand development strategy, so that’s the place to start. If you are clear about where you want to take your firm, your brand will help you get there.
2. Identify your target clients.
Who are your target clients? If you say “everybody” you are making a very big mistake. Our research clearly shows that high growth, high-profit firms are focused on having clearly defined target clients. The narrower the focus, the faster the growth. The more diverse the target audience, the more diluted your marketing efforts will be. So how do you know if you have chosen the right target client group? That’s where the next step comes in.
3. Research your target client group.
Firms that do systematic research on their target client group grow faster and are more profitable. Further, those that do research more frequently grow faster still.
Research helps you understand your target client’s perspective and priorities, anticipate their needs, and put your message in a language that resonates with them. It also tells you how they view your firm’s strengths and your current brand. As such, it dramatically lowers the marketing risk associated with brand development.
4. Develop your brand positioning.
You are now ready to determine your firm’s brand positioning within the professional services marketplace (also called market positioning). How is your firm different from others and why should potential clients within your target audience choose to work with you?
A positioning statement is typically three to five sentences in length and captures the essence of your brand positioning. It must be grounded in reality, as you will have to deliver on what you promise. It must also be a bit aspirational so you have something to strive for.

5. Develop your messaging strategy.
Your next step is a messaging strategy that translates your brand positioning into messages to your various target audiences. Your target audiences typically include potential clients, potential employees, referral sources or other influencers and potential partnering opportunities, to name a few of the usual suspects.
While your core brand positioning must be the same for all audiences, each audience will be interested in different aspects of it. The messages to each audience will emphasize the most relevant points. Each audience will also have specific concerns that must be addressed, and each will need different types of evidence to support your messages. Your messaging strategy should address all of these needs. This is an important step in making your brand relevant to your target audiences.
6. Develop your name, logo, and tagline.
For many firms, a name change is not required. But if you are a new firm, are undergoing a merger or are burdened with a name that no longer suits your positioning, a name change may be in order. Even if you don’t change your firm name, a new logo and tagline may make sense to better support your brand positioning.
Remember, your name, logo, and tagline are not your brands. They are a part of your brand identity, the ways to communicate, or symbolize your brand. You must live it to make it real.
And don’t make the mistake of showing the new logo around internally to get a consensus. The name, logo, and tagline are not for you. They are for your marketplace and should be judged on how well they communicate, not how much the partners like them.
7. Develop your content marketing strategy.
We could have called this step “develop your marketing strategy.” But we didn’t. Instead, we call for a content marketing strategy.
Why? Content marketing is particularly well suited to professional services firms in the Internet age. It does all things traditional marketing does but it does them more efficiently. It uses valuable educational content to attract, nurture, and qualify prospects.

Remember that your brand strength is driven by both reputation and visibility. Increasing visibility alone, without strengthening your reputation, is rarely successful. That’s why traditional “awareness-building” advertising or sponsorships so often yield disappointing results. On the other hand, content marketing increases both visibility and reputation at the same time. It is also the perfect way to make your brand relevant to your target audiences. Case closed.
8. Develop your website.
Your website is your single most important brand development tool. It is the place where all your audiences turn to learn what you do, how you do it, and who your clients are. Prospective clients are not likely to choose your firm solely based on your website. But they may well rule you out if your site sends the wrong message.
Further, your website will be home to your valuable content. That content will become the focus of your search engine optimization (SEO) efforts so that your prospects, potential employees, and referral sources will find you and learn about your firm. Online content is central to any modern brand development strategy.
These days, professional services websites come in two varieties. The first is a branding site. Such a site tells your story and conveys who you are, who you serve, and what you do. In short, it conveys your brand message. The other variety does the above and also generates and nurtures potential new clients. We call these High-Performance Websites.
9. Build your marketing toolkit.
The next step in the process is to build out the remainder of your marketing toolkit. This might include one-page “sales sheets” that describe core services offerings or key markets served. In addition, there may be a brief “pitch deck” that overviews the firm or key offerings and an e-brochure about the firm. These are rarely printed pieces anymore.
Increasingly this marketing toolkit also includes videos. Popular video topics include firm overviews, case studies or “meet the partner” videos. Key services offerings are also very useful. If prepared appropriately, these tools serve not only a business development function but also are important for brand development.

10. Implement, track, and adjust.

This final step in the brand development process may be one of the most important. Obviously a winning brand development strategy doesn’t do much good if it is never implemented.  You might be surprised at how often that happens. A solid strategy is developed and started with all the good intentions the firm can muster. Then reality intervenes. People get busy with client work and brand development tasks get put off… then forgotten.

That’s why tracking is so important. We strongly recommend tracking both the implementation of the plan as well as the results. Did the strategy get implemented as planned? What happened with the objective measures, such as search traffic and web visitors? How many new leads, employee applications, and partnering opportunities were generated? Only by tracking the entire process can you make sure you are drawing the right conclusions and making the right adjustments.

Chief Pilot
Athrill Airlines Inc. USA

  3. Shruti Kaondal(Dir Operations)

To promote our brand various steps can be taken

• Athrill Airlines can tie up with a social media influencer who travels a lot and do a live stream with them
• Business travellers or known celebrities are a good option to partner with by giving them excellent services, our cards and offers
• Co-branding with tourism industry like airports, hotels, resorts, banks, caterers, manufacturers of airline industry
• Collaborate for Brand awareness that have similar customer base that Athrill is targeting
• Co-branding with apps like sharing information resources with them in return the apps promote the brand
• Ingredient branding is also a good option e.g.: - People prefer smart phones with Dolby feature where Dolby being the ingredient brand in that particular brand’s phone
• Social media has a great impact on today’s generation and stories or news spreads like a chain reaction therefore being present on Facebook, twitter, LinkedIn is a must
• Paid promotions are one way to promote but costly
• Make your customers a part of your brand awareness mission by offering them the best and involving them into offers or apps with which Athrill is partnering with 

This will help in marketing as customers or potential customers will know that Athrill Airlines is a strong and trusted brand and has a good brand network.

Shruti Kaondal
Director Operations
Athrill Airlines Inc. USA

4. Komal Agrawal(Dir, Trainer)
1)We can co brand with educational sites like Udemy , unschool and ask them to add up some pilot training sources with which additional we can provide them internship opportunity in our company as a part of learning or can give them some live project .

2) we can also co brand with some insurance companies, with a view of providing safety concerns to the people working.

Thank you.
Warm Regards,
Komal Agrawal
Director Training
Athrill Airlines Inc. USA

  5. Varnika Singh(Dir, Marketing) 
Thinking outside the box for advertising can help you work your way into your customers’ daily lives. The best airline advertising campaigns are a combination of traditional and non-traditional, so in addition to online and print marketing, make your presence known in the community.
Airline can make their own song for Television, Radio advertisement.
 Airline can be seen in paid YouTube advertisements.
Airline can place food trucks with their name and logo on it.
 Airline can provide free pre or post workout meals to people going to luxury gym like star gym etc
Airline can sponsor different leagues like IPL etc.

Airline can collaborate with famous brands. For example, food brand, drinks, fashion, makeup etc

3.        LOYALTY PROGRAMS:Airlines can start a loyalty program to gather attention of people. By creating a loyalty program, you will encourage flyers to become repeat customers, booking additional flights with your business. Most airlines will charge the same fare for identical trips. By letting a customer become eligible for perks by earning points, you can gain an advantage over the competition. Perks can range from seat upgrades to free flights, airport lounge passes, or discounted parking spaces. Be creative and you’ll find that loyalty program members may book exclusively with you to maximize their benefits.

4.        SOCIAL ISSUE:Airline can pick up a social issue and act accordingly. Like letting all female run the airline. Arranging perk for handicapped people etc

Creating an entertaining in-flight experience with features like in-seat systems that play current TV shows, music, games, or movies, can give you a customer advantage. For example, OpenSkies offered their passengers iPads with various entertainment options on select flights. By incorporating perks into your marketing strategy, you’ll entice more customers to choose your airline the next time they’re looking for a flight.


6. Kanthimathi S(President)  
 Branding builds communities 
Athrill airlines need to grab attention from different directions. Inside the airports, as consumer’s board, they are greeted by check-in counters, lounges and billboards – each representing a moment to connect and build a community. An airline wants their customers to have a sense of self-identification and recognition in the products. We can position our brand in unique combination of colours which USA people are more attracted to.

We can co-brand with KFC, Starbucks on board catering.
Through this we can provide delicious food and beverages according to the customers preferences, taste etc. It will be highly cost beneficial in terms of acquiring foods for passengers. It fulfills our motto of great customer satisfaction.
Having a partnership with well-known coffee brands is to give passengers their favourite cup of coffee up in the air. Specially designed and packaged to be served onboard, each food items have been placed in separate boxes, letting passengers put their own meals together just before they eat. The in-flight meals were created to give travellers the same taste and pleasant ambience in air. It creates a sense of satisfaction in their mind and a great feeling which Athrill Airlines is taking care of each passenger needs. So it will make the passengers turn out to be regular customers. This co-branding may incur a heavy cost but it is highly beneficial in terms of reputation and creating a huge customer base.

Kanthimathi S
Athrill Airlines Inc. USA

  7. Anuja Malkar(MD)  

Top Brand Building Strategies

Here are our top five strategies for effectively increasing the strength of your brand.

1. Commit to Content Marketing

Content marketing involves providing a steady stream of useful information to potential clients or influencers. Think educational rather than promotional. It addresses relevance, reputation and visibility.
Over time, potential clients learn how you approach problems through the content you produce and develop trust in your firm. When they need assistance, your firm is at the top of their list.
Content marketing relies on winning clients by sharing something of value rather than trying to persuade or “sell” them. As such, it is a great strategy to build a brand as well as generate leads.

2. Develop Visible Experts

Many firms have experts, but few of them go on to become well known and influential with their target client group. We call these professionals Visible Experts. By deliberately developing one or more of these high-profile experts, a firm can dramatically increase the power of its brand. In fact, in our research into these experts and purchasers of their services, 61.5% of respondents said that Visible Experts help to build their firms’ brands. How?

The strength of a Visible Expert’s personal brand transfers to the entire firm by virtue of a psychological principle called the “halo effect”. In the same way as a university becomes more prestigious when it has a Nobel Prize winning faculty member, so too a professional services firm benefits by having a nationally known, high-profile expert on its team.

3. Cultivate Prestigious Partners

Partnering with prominent organizations to take on important projects is another proven strategy for building your professional services brand. Large, well-known businesses or trade associations are good partnering candidates. The idea here is to find partners that have a similar audience to your firm, but don’t provide competing services.
By partnering, we are not talking about simply sponsoring events. While sponsorships are frequently thought of as brand building strategies, they cost more and are less effective than a project partnership and consequently don’t make the list.
Instead, consider conducting a research project together or starting a special educational program. An innovative, high-profile project is more distinctive than your logo on a crowded sponsorship banner — and is a far more powerful brand building strategy.

4. Seek High Profile Clients and Case Stories

There are many successful professional services firms that have been built on reputations made with a single name-brand client or a well-known case study. But if you systematically seek out high profile clients and invest in producing dramatic results that can be widely shared, that’s a great brand building strategy.
Of course, everyone wants prestigious clients and great results. But surprisingly few firms do the planning and investment to turn that desire into reality.
For example, a firm may land a high-profile client, but if their contract prevents them from promoting their work a brand building opportunity is lost. Or similarly a firm may focus on staying within scope rather than investing in the engagement to produce exceptional results. If you make results a deliberate brand building strategy those mistakes are less likely.

5. Dominate the Social Media Space

One of the most highly leveraged brand building strategies available to professional services firms today is based on the growth of social media. Businesses of all types are becoming regular users of social tools such as LinkedIn, Twitter, and YouTube.
There’s a real strategic opportunity here because many professional services firms still haven’t fully adopted social media as an integral part of their marketing strategy. It is still possible to become a major online voice within many target client groups. Many small firms and solo professionals are managing to establish strong online brands in this way.
While traditional face-to-face networking is still important, consider the time and cost savings associated with an online approach. The strongest brands are everywhere your target client looks, and they are respected by everyone they talk to. A strong social media presence is a great strategy to make that happen.

Anuja Malkar 
Managing Director
Athrill Airlines Inc. USA

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