Buyers Behaviour Virgin Atlantic Essay Example for Free

Buyers Behaviour Virgin Atlantic Essay Originally it was called British Atlantic Airways, later changed to Virgin Atlantic Airways. The first flight was from Gatwick to Netwark on the 22nd of June 1984 (Virgin Atlantic, 2012). The company launched a ? 6 m advertising campaign in 2010, which was James Bond themed (Guardian, 2010). The new advertisement helped the company recover from the recession. Now I will examine how exactly it was achieved and what methods were used to obtain the best performance of the advertisement. 2) Target Market. Market segmentation is a way of separating the consumers into different sections by their shared needs and personalities (Leon. G, 2010, p. 28). The needs and values depend from person to person according to his culture (Leon. G, 2010, p. 366). The VALS (values and lifestyles) segmentation system clearly shows the type of audience this commercial is aiming at (Leon. G, pp. 84). This system divides consumers into eight distinctive subcategories, which consist of: thinkers, achievers, experiencers, believers, strivers and makers. The subcategories this advertisement will appeal to are: innovators because they are receptive to new technologies and who can experience the innovated technologies at a Virgin Atlantic flight; achievers because they are goal oriented consumers who like to display success to their piers, which they can display by flying Virgin Atlantic as it is high class airlines; experiencers because they like to spend their income on fashion, socializing and entertainment which Virgin Atlantic offers through great service, food, entertainment and their flights are considered as ‘trendy’. The social comparison theory states that the consumer with higher purchase ability tends to have a higher status; this is a proof why achievers like to spend on luxurious products and services (Leon. G, 2010, p. 338). This commercial appeals to all the five effective target-marketing segments (Leon. G, 2010, p. 73). It is identifiable as it clearly distinguishes the shared needs, age and gender of the consumer. The consumer is a businessman or career orientated workingwoman who prefers high-class service. The age would appeal to Generation Y that is born from 1980 and on wards (Leon. G, 2010, p. 410). The Generation Y spends 150 billion annually and is into innovation and luxury while Generation X is considered as ‘sophisticated’ group. Virgin Atlantic Airways allows children ages 5 and above to travel or should be accompanied by an adult (16+). Pets are accepted if they accompany a disabled person (Virgin Atlantic, 2012). 3) Service offered. The marketing mix shows what kind of service/product is offered by dividing the elements to: product, price, place and promotion (Leon. G, 2010, p. 58). The service being offered is not just a flight from one destination to another; it is an experience at a high-class level of the Virgin Atlantic flight where the costumer will be served at a high class, with security, entertainment and with maximum comfort. It is a high-involvement purchase, which requires considerate thought and cognitive process, as the price is high (Leon. G, 2010, p. 231). The flight can be purchased online or at a flight ticket office. The company offers promotion such as: flying club card, ticket sales and discount codes/vouchers (Virgin Atlantic, 2012). The price and quality relationship the company has is low- price tickets in comparison with their competitors and with a high-class service. 4) Seasonality. The time of placing the advertisement is very important, as there are competing companies to take into consideration. The order effect research has shown that the advertisements presented first (primacy effect) and last (regency effect) has a greater effect on the consumer (Leon. G, 2010, p. 302). The release date was 26 October 2010, which was a great push to recovery from recession. British Airways and American Airlines are the biggest competitors. American Airlines released their commercial in May 2010, which had a primacy effect where as Virgin Atlantic Airlines gained a regency effect. The James Bond 007 Blood Stone video game was released on 5th of November 2010(IMDB, 2010). This shows that the commercial was released 10 days before the release date of the game. This strategy used by Virgin Atlantic is a very clever marketing move, as their advertisement is James Bond themed and during that period of time all sorts of media (TV, newspapers, online, word of mouth and billboards) had James Bond game advertisements. Virgin Airlines got increased attention to their advertisement by publishing their advertisement at time coinciding with Blood Stone’s release. 5) Positioning the commercial. The advertisement is transmitting through mass media as well as through new (non traditional) media (Leon. G, 2010, pp. 294-296). The commercial is played on TV where it addresses wide range of consumers (i. e. via mass media) and through YouTube where it is addressable and interactive, while response – measurable. It was also played during the flights on the Virgin Atlantic TV channel where it exclusively targets its audience (i. e. via target media). 6) Reason for the commercial. The consumer behavior consists of searching for, purchasing, using, evaluating, disposing of products and services that in their belief will fulfill their wants (Leon. G, 2010, p. 23). The commercial was created in order to persuade and make aware the audience of the fact that the service being offered by the airlines is luxurious, entertaining and high-class, to convince that this kind of service will satisfy there needs. ) Perception. â€Å"Perception is defined as the process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world. †(Leon. G, 2010, p. 175) This advertisement appeals to emotional motives, which are affection, status and pride in this case (Leon. G, 2010, p. 110). The advertisements mood is sexually charged and is putting the buyer into a state of excitement by: James Bond themed music and graphics, illustrations of high-class adventure and good-looking actors in the commercial. Abraham Maslow created the Maslow’s Hierarchy of Needs, which identifies the five basic levels of human needs (Maslow, 1987). The advert is aiming to satisfy all the five needs of the potential consumer. Egoistic needs will be satisfied during the flight on these airlines, as it is illustrated as a prestigious flight. Egoistic needs include the need of good reputation, status and recognition from others, which advert convinces that the consumer will have, if he/she chooses Virgin Atlantic Airways. Need of Self-Actualization will be satisfies as shown in the advert, by flying on this flight the customer will feel self-actualized by getting high-class service which he/she deserved or earned themselves. Social Needs are to be satisfied by communication with good-looking staff. The Virgin Atlantic cabin crew was voted as the most attractive staff in the whole world by the surveys of travelers (Daily mail, 2011). Richard Branson has always stated that the appearance of the flight crew must be important in order make the customers enjoy a memorable flight. Cabin staff of Virgin Atlantic Airlines are told that: Youll be the face of the airline. As such, your grooming should always be immaculate even after a long, tiring flight’ (Daily mail, 2011). As flying on an airplane has a small risk of security, the advert is aiming to convince that their flight is safe and is a pleasant experience where there is nothing to worry about. Physiological needs will be satisfied by the high-class food and beverage service that would be offered during the flight by good-looking staff. Air and shelter will also be present, as the designed with up to date technology. This commercial is aimed at visual consumers that prefer and take information better through visual images or messages as sources of information (Leon. G, 2010, p. 147). While watching the Virgin Atlantic advertisement repetitively on TV or Online passive learning is occurring and it changes the consumer’s attitude regarding the product (Leon. G, 2010, p. 232). The theme message delivered through this advert is: Your airlines either got it or it hasnt. There is a message resonance in the wording, which adds a bit of humor to it and will make the viewer remember the commercial (Leon. G, 2010, p. 301). The theme message has comparative advertising technique to it where Virgin makes the viewer compare their airlines to Virgin Atlantic (Leon. G, 2010, p. 303). The sexiness in advertising is present in order to grab the attention of the viewer (Leon. G, 2010, p. 308). The hostesses are wearing short dresses in red color and the man who is passing the security check hasn’t got underwear on. Virgin is trying to show that their flights are ‘sexy’. This technique tries to show the security the airlines provide (angel like). The flight team is very good looking and is walking with self-assurance, which adds confidence to the image of the company. The runway lines and the red carpet represents the luxurious service. | | Transition from the safety demonstration to the airplane saloon is done without editing cuts, which is very eye-catching. | | The shot of people sitting around of a pool of martini and playing with the olive, which represents entertainment, beverage and luxury the airlines offer to their customers. 9) Buying process. â€Å"The consumer decision making can be viewed as three distinct but interlocking stages: the input stage, the process stage and the output stage†(Leon. G, 2010, p. 36). This advertisement is designed in order to influence the input and process stage in order to make the consumer come to the output stage. This advert influences and increases the consumer’s recognition of the service ne ed. The information is delivered to the consumers through the marketing efforts of the commercial, which will influence not only media but also word of mouth marketing. The Psychoanalytical Theory of Personality created by Sigmund Freud explains the drivers of the output stage (Leon. G, 2010, pp. 137-139). According to Freud’s theory this commercial will affect superego and id to make the purchase. The superego will be gratified when purchasing this service because he/she will become socially and fashionably acceptable, as Virgin Atlantic flight is ‘trendy’. Id will be gratified if the consumer will make the purchase because the airlines offer the basic requirements such as food, shelter and security. The consumer will make a trial or a repeat purchase when buying this service (Leon. G, 2010, p. 497). The consumer might be new to the company or be a frequent loyal customer. 10) Involvement levels and risk perception. Involvement is a very important factor in how much attention is paid to the message sent to the viewer and how it is understood. There are different ways to measure the involvement of the viewer. There are two ways of involvement, high-risk and low-risk purchases. The higher the risk, the higher the involvement and research will be. The flight purchase is a low-involvement product and consumers prefer congruent context of the message delivered (Leon. G, 2010, p. 293). The mood of the consumer is very important, if he/she is in a bad mood, the content of the commercial might cause a bad reaction of the viewer. Psychological noise may be distracting the viewer from the commercial and the advertisement has contrast in the imagery in order to keep the viewers attention. 11) Conclusion. The advertisement created by the Virgin Atlantic airlines in my opinion was successful . The James Bond theme imageries and soundtrack had a great impact on the effectiveness of the commercial. Every time the consumer will watch James Bond movie or play a James Bond game, the commercial will subconsciously come to their mind and the other way around. The time it was released was perfect, as they needed a push to get out from the recession. The commercial had a bit too much sex advertisement in it, which may led to worse effect tan could have achieved and made the competitors (American Airlines) stand out more, as they had a touching TV commercial that gave gratitude to the men in uniform, veterans and their families. Sexual advertising may distract the consumer’s attention from the message content being sent. This technique may have a little influence on the buyers purchasing intentions and a risk of spoiling the image of the company. This advert is targeting businessman, but there is the family audience with children and generation X, which they are risking of loosing. The commercial is based mostly on emotions and only in one short scene the viewer can see the seats with the monitors. The saloons, seats and the exact food of Virgin Atlantic Airlines are not shown, but they are very important to be shown, as the consumer wants to see the comfort he/she will have during the flight. The fact that the advertisement shows a man being tucked into a cloud and not airplane seat could make an impression that the airlines are hiding something and their seats are not good enough to be shown in the advertisement. This advertisement could have been improved by focusing the viewer’s attention much more on the design of the saloon, comfortable seats and delicious food. Nonetheless, overall this was a very well executed and effective advertisement with successfully reached hearts and minds of customer.

Red Wine Varietals :: essays research papers

Red Wine Varietals These choices of red wines represent the five most common varieties sold in restaurants today. These wines were chosen to give a broad overview of different grape varieties as well as different countries, from an introductory point of view. Each wine in it self has significant characteristics, such as, different varieties of fruit, tannins, colors, finishes, and bodies. Each of these different wines have been paired with a different food (served appetizer fashion) slightly complimenting its body of essence. Each food was chosen because of its unique flavor, whether it be strong or delicate, not to over power the wine, but to add something to it. Most wines do not stand-alone well, like a Cabernet for example. This French Bordeaux grape variety tends to be full bodied with a long finish, and thus is typically blended in a Bordeaux style. AOC doctrine dictates that a Cabernet-Sauvignon contain at least 75% Cabernet, the finishing couvie is up to the Estwte (or whom ever the harvester m ight be) but is commonly blended with Merlot, Cabernet Franc, Petite Verdot, or a Malbec. A lighter flavored, yet full bodied featured on our wine list is the Australian Shiraz. This grape variety is a descendant of the French Syrah, found in the northern Rhone region of France. Characteristically high in alcohol and full bodied, the Shiraz is of the same vine, just spelled differently. Working our way around the globe we find ourselves in Tuscany, Italy. Chianti, over the years, has developed a tarnished image of being a cheap table wine. Most of us have melted candles at one time or another, in a Chianti bottle covered in a reed woven basket. There are three types of quality levels of Chianti, the lowest being Chianti, a step up would be Chianti Classico (from inner Chianti), and the highest Chianti Classico Riserva (from classico region, aged three years). Chianti is a commonly blended using Sangiouese (50-80% for body and character), Canaiolo (10-30% for a fruity flavor). Some times the addition of Trebbiano and Malvasia (10-30%) is added to soften the wine. As the wines continue to soften we find ourselves back in the Bordeaux region of France. The Merlot is a somewhat lighter colored grape, as compared to the Cabernet, is not as heavy, and tends to be somewhat fruitier. When discussing red wines of Bordeaux, there are three quality levels we must examine, proprietary, regional, and chateau.

How Charles Dickens shows Miss Havisham change over the novel Essay

How does Dickens show the change in Miss Havisham over the course of the novel?  Ã¢â‚¬Å"Great Expectation† is about a young boy named Pip and follows him throughout his life. Pip meets Miss Havisham a lady with a broken heart who has an adopted daughter named Estella, Estella is a â€Å"pretty young girl† that pip falls in love with. A close analysis of the novel reveals Miss Havisham is not the person she is perceived to be. The bitter and vengeful Miss Havisham is one of the main characters in Dickens’ novel Great Expectations. She is central to the novel and holds the plot together. Dickens waits until Chapter 8 to introduce the character to the reader, like Pip we are scared and frightened when we meet her for the first time. â€Å"I should have cried out, if I could†. This shows that Miss Havisham intimidates Pip; and as a result, we fear for Pip; and are also uncomfortable as readers. Also, the word ‘haunting’ is associated when we think of Miss Havisham. This is because of her â€Å"ghostly† appearance, her disturbed state of mind, and the way she haunts Pip. If we are to say haunting is when someone/something has a lasting, negative effect on something, it is evidently shown that Miss Havisham is a gothic, disturbing, melancholic character. Dickens uses descriptive writing to describe Miss Havisham as a wealthy, well dressed woman â€Å"in rich materials – satins, and lace, and silk†. Dickens uses imagery of luxury and opulence to give a clear picture in the readers mind about how Miss Havisham is dressed. Dickens also uses a simile’ withered like the dress’ to show how Miss Havisham has been trapped in time and grown old and decayed along with her white wedding dress, also reflecting her mental state. Dickens presents her to be a living dead, ‘waxwork and skeleton’ as there is nothing healthy in her. She has allowed herself to get wasted and now she looks more dead than alive. Both Miss Havisham and her adopted daughter Estella, manipulate Pip for their own â€Å"sick fancys†. Miss Havisham states to Pip that her heart has been â€Å"broken† and she wants â€Å"diversion†. She also â€Å"has had enough of men and women† therefore, enclosing herself in her house. Miss Havisham was jolted at the altar by the man she thought she loved. As a result of her heartache and pain, she stopped the clocks at twenty to nine, and left the house and herself exactly the way it was on that day; â€Å"never seen the sun since you were born†. In addition, Miss Havisham uses Estella as a ploy, to seek revenge on all males. Estella is a young lady, who is very pretty. Estella is very rude and patronises Pip. She calls him by the name of â€Å"boy† which makes us feel sorry for Pip and dislike Estella. Estella known to be a â€Å"beautiful†, â€Å"self possessed†, â€Å"scornful† young lady makes Pip aware of his common working class background. He is powerfully attractive to the mysterious ways of Satis House and Estella. He accepts her cruelty as he truly loves her, he follows her taunting and harshness and wishes to become a rich gentlemen; to please Estella and to stop her name calling and for her not see him as â€Å"coarse†, â€Å"rough† boy. This is when Pip wants to higher his social class, starting the course of â€Å"Great Expectations†. Miss Havisham is the feeder to the way Pip thinks and manipulates him into thinking that she is the benefactor for him becoming a gentleman living in London. She leads him to believe this by slyly hinting that she knows more. â€Å"Mr Jaggers is your guardian I understand?† This makes pip believe that it is her that is helping him to becoming a gentleman. Although in the end we find out it is a convicted he helped when he was younger. Satis House, the reflection of Miss Havisham’s state of mind â€Å"in every crevice†; decaying. She has enclosed herself within the walls of Satis House letting no outside world in. The only way you can get in is through the front gate which is guarded at all times. The house remains to be the exact same as when she left it. The garden with trees fluctuated everywhere, grass â€Å"in every crevice†. This shows that its hasn’t been cared for, just like Miss Havisham hasn’t. The interior is also decaying. In Chapter 11, Pip goes into her room and sees a â€Å"A bride-cake. Mine!† that was â€Å"seeming to grow†. It is as if it is a part of her, a part of her past and past happiness that has gone. This makes the reader feel sorry for her, as she is truly heartbroken. Miss Havisham has been presented by Dickens as a cold, heartless character, only thinking about herself. Dickens makes us believe this by the way Estella is treated by her; the way Miss Havisham uses her to break all males’ hearts. â€Å"Love her, love her, love her!† Miss Havisham tells pip with â€Å"passionate eagerness† whatever Estella does he will â€Å"love her†. She curses him like a evil persuasive witch doing a spell. This shows that she focuses on one thing and must live up to a target; it is an unhealthy love its like obsession. Estella now can’t love; she doesn’t know how to love. Estella can’t even love her Miss Havisham. This all changes in chapters 38 and 49 Miss Havisham feels guilty for making Estella becomes a cold â€Å"heartless† person. However, when Estella rebels to her adopted mother, Miss Havisham is truly sorry for her harsh actions â€Å"what have I done?† She says this repeated several times, truly sorry. As she has no idea what she has done wrong. Miss Havisham can’t die without knowing she is forgiven. Dickens has shown he unmarried contradictory character Miss Havisham, has gone through many changes throughout the novel. Although â€Å"Great Expectation† is a novel about Pips life, it includes â€Å"Terror†, â€Å"love†, drama, and excitement; these factors of the novel are part of how Miss Havisham has changed.Towards the end of the novel in chapter 49 Dickens use of ominous language prepares the reader the Miss Havisham’s death. â€Å"Funeral music†, â€Å"the cathedral chimes† All these quotes prepare the reader for something to go wrong, like a death is going to occur. Dickens also explains when he walks pasted the â€Å"priory garden, seemed to call to me that the place was changed† this shows the future will change by a death. Miss Havisham’s death made a big difference to the novel. In chapter 49 Miss Havisham dies after server burns from an accidental fire. Her death is very painful. â€Å"She was shrieking, with a whirl of fire blazing all about her†, this death in some ways seems to release her from all her hurt and pain. The fire is symbolic; pip â€Å"dragged the heap of rottenness in the midst, and all the ugly things that sheltered there†. This shows it dragged all the decay and the living death away. The fire ended it all.   In conclusion to this Miss Havisham has changed from an evil witch who only thinks about herself to a woman who feels guilty for all the things she has done.

Women During The Han Dynasty - 2027 Words

Women during the Han Dynasty Lessons for Women is a book of conduct written during the Han Dynasty by Ban Zhao (C. 45-120) to advise the women of her family on the proper conduct of a wife. Ancient China around this time was a Confucian state in which the society was control by the belief in order and harmony. The book contains seven chapters that talks about: humility, husband and wife, respect and caution, womanly qualifications, wholehearted devotion, implicit obedience, and harmony with younger brothers- and sisters- in law. This work of literature reflects on how a proper women was to behave obediently to the husband, by being devoted and respectful to avoid humility to herself, her parents and her clan. It gives the readers an idea of the power that men had over women during this time period and the exceptions for both roles of husband and wife. 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