Aerospace Technologies II – North Florida Regional Airport (KSGJ) Improvement Plan

Step 1: Research other airports for inspiration and information.

Some suggested Google searches-

-Best Airports in the world

-Most luxurious Airports in the world

-Best and worst airports in the US

-Best and worst regional airports in the US

-Best airport design

-Best airport amenities

Here are some articles I found of interest, you may choose to read them or follow your own research logic. Look for design elements, amenities, services, and additional offerings some airports have that attract customers and travelers.

International Airports

Regional Airports

Step 2: Visit the NFRA Website

Explore the website for the current state of the North Florida Regional Airport. What services do they provide? What flights? What is the current master plan?

Step 3: Improve the Airport

What would you do to improve the airport? Are you a business owner who would offer a service or product at the airport? Are you a public or private entity that would build capital improvements such as buildings, parks, museums, public use facilities, or private use facilities? Are you the local government and wish to protect or exploit the local land?

Step 4: Create a PowerPoint presentation – SEE BELOW – Takes notes of your research!

The Grade: PowerPoint Presentation

Marketing Plan for North Florida Regional Airport

An airport is a lovely thing, or at least it could be… it has been many years in aviation since commercial airline flight was considered “magical”. Today it is more of a hassle. Large airports have become transfer areas to securely place customers onto aircraft. In the olden days airports where social places that offered services and products. The reality of today is that safety negates the open air feel of the airport, a shame especially for the local airport.

Your project is to CREATIVELY & REALISTCLY propose a product or service at your local airport that is beneficial to you (getting paid, prestige, personal satisfaction etc.), the airport (run by local government), and the consumers (airline passengers, the airlines themselves, airport tenants, local groups, citizens of St. Johns County, any type of customers).

Getting any idea, whether it be a product or service, from the producer to the consumer is called MARKETING. Marketing is fascinating and effects your everyday life. You have been the target of a marketing campaign since before you were born. It’s important to indulge ourselves in this little exercise to not only consider real world change at our local airport in the context of an aerospace class project, but to also appreciate marketing on a much larger and impactful scale. You will always be a consumer from diaper brands to coffin shopping, be an informed and educated consumer. Caveat Emptor!

Step A: After researching from Step 1 decide as a team what product or service you would offer at the airport, to the airport, or for the airport. Identify the product or service ______.

Step B: Create a PowerPoint presentation that demonstrates a basic understanding of the four P’s of marketing: Product, Place, Price, and Promotion. Each “P” should have several slides that illustrate your understanding of the marketing concept, how your product or service will utilize that particular marketing concept, and research and images to support and clarify your proposal. By reading the 4 “P’s” of marketing attached below you may find you wish to create a logo, slogan, new pricing method, promotional method, etc. You should research the basics first and then be creative!

For example, you could offer a gourmet catering service to business aviation travelers at KSGJ. You are providing a service and a product. You could research other gourmet caterers in aviation, amount of business travel to KSGJ, other airports close by that might use your services, how much do others charge, what foods do they provide, who is the industry leader in this market, how is the market not being served? You could ask these questions and many more in regards to other products and services – car rental, maintenance, lodging, spa services, pet handling, etc. Your only limit is your imagination and willingness to research by asking questions!

Rubric

An “A” for this assignment (essentially your PowerPoint presentation) is:

Intro Slide

Identifies group members

Clearly identifies product or service with a logo, slogan, and/or brand.

Evident that students took time, sought help, thought creatively and deeply about their product or service

3-4 Slide per Marketing “P”

Product, Place, Price, Promotion

It must be evident that students read attached marketing material and made sound judgements on their market plan with further research on marketing and marketing of their particular product or service.

Conclusion Slide

Identify what each team member worked on. Identify what you didn’t understand, or found interesting about researching the concept of marketing and your proposed product/service. Identify what worked well and not so well with your entire presentation. Be prepared to answer questions by me and your peers.

This project is 50 points summative. A HUGE grade. You will be given ample although unsupervised time to work on this assignment. As the old saying goes, “By the work, one knows the worker.” Will you spend your time wisely?

Basic Marketing reading material is attached below. You most likely will need to do more research online to understand the marketing concepts. The more reading and research you do the easier your PowerPoint presentation will come together as a final project you can be proud of.

What is marketing?

“Marketing is communicating an idea to an audience”

Themes

  • Providing a compelling reason for someone to buy something or take action
  • Getting hooked on a product or a service
  • Brand Loyalty
  • Ethics in Advertising
  • Marketing Careers

General Goals for Companies

  • Create an association and identify with an image
  • Want customer to feel special or exclusive
  • Consumers buy products and services when they feel like they’re getting value
    Examples of Buying Motives

Emotional Motives

Power

Love

Peer Acceptance

Label Recognition

Prestige

Nostalgia

Pride

Pleasure

Aesthetic appeal or beauty

Rational Motives

Saves Time

Saves Money

Makes life easier

Improves health

Safe or improves safety

Durable

Well-made

Fulfills a physical need such as hunger or protection from the elements

Brand: represents the holistic sum of all information about a product or group of products. This symbolic construct typically consists of a name, an identifying mark, logo, visual images or symbols, or mental concepts which distinguish its products or services.

Branding: burning an image into the consumer’s mind.

Well known products acquire brand recognition. A brand name comprises that part of a brand consisting of words or letters that humans can verbalize.

An example of a brand name is McDonalds. It is represented by its golden arches and has become one of the world’s most famous brands. It is easily recognized globally.

  • Logos and Images
  • Slogans
  • Mascots
  • Spokespeople – endorsements
  • Voices
  • Strategic Partnerships
  • Use of special guest appearances

Terms and Definitions

Marketing (in simple terms): Communicating a message or idea to a specific audience.

Market: the potential customers who share common needs and wants (who have a demand for a product/service) and are willing and able to buy it.

  • Consumer market: all potential customers who will buy the product for personal use.
  • Industrial market: all potential customers who will buy the product for business use.

How do marketers find out who their customers are?

The key to marketing and selling goods/services is to know who your customer or audience is. This is called a target market and the process to find that specific market is called market segmentation. There are many factors that define a target market such as demographic, geographic, psychographic and consumer behaviors.

Target market: the specific market that you are going to concentrate your efforts on. There are four general characteristics of any target market. The target market should be:

  1. Measurable
  2. Large enough to be profitable
  3. Reachable (can communicate & deliver products/services)
  4. Responsive (research should indicate that your market should be interested in your product and willing/able to buy it.)

Market Segmentation: is a way of analyzing a market based on specific characteristics (things they have in common based on four broad categories) in order to create a target market. By identifying target markets one is able to develop products/services that appeal them. (Automobiles are often segmented by income and age.)

Market > Segmentation> Target Market

Market Segmentation leads to a target market.

Example:

Look at the market for jeans

  1. Who buys jeans? At what price? What special features do they want?

Depending on the answers to these three questions, the market for jeans could be segmented:

  • By age: jeans for kids, teens and adults
  • By price: marketers need to reach varying income levels
  • By desired features: tight fit, newest fashion (acid washed, cell phone pocket), or unique design

Jean companies study data and do their own research to determine if the market is large enough to justify the expense. Additional research reveals more about this market segment: their buying behavior, interests, activities, fashion opinions, ethnic background and other factors. The more specific the information, the easier it is to design the jeans, price them, create the appropriate promotions, and sell them in the right outlets.

Four General Buckets that make up Target Market

Factors that define a particular market are demographic, geographic, psychographic and behaviors.

  1. Demographics: describes a population in terms of personal characteristics.
  2. Age
  3. Ethnic background
  4. Family structure and gender
  5. Income
  6. Occupation
  7. Marital status
  8. Education
  1. Geographics: describes a population in terms of where people live. (local, regions, state, country, or area)
  1. Psychographics: describes a population based on social and psychological characteristics. Involves peoples’ attitudes, what they value and their lifestyles. Consumer lifestyles involve how people spend their time and money. Both internal and external influences affect what types of products and services are purchased. Think about reasons why you buy the clothes that you do.
  • Activities: Visit the magazine section of a major bookstore to see the different magazines that appeal to various market segments. Nowadays, there are dedicated cable channels for individuals with common interests.
  • Consumer Attitudes: Taking responsibility for one’s health (eating healthier and becoming physically fit) are trend-setting issues for marketers.
  • Personality & Values: One may have a very outgoing personality, traditional family values, patriotic (pro-American) values.Reference groups are people who influence a person’s values, morals, and decisions.
  1. Product Benefits & Consumer Behaviors: Segmenting a market based on the way customers use, need or want a product. The way one behaves toward a product is called behavioral segmentation.

Two examples:

•A shampoo manufacturer may segment the market according to people with different types of hair (oily, dry or normal), people who have dandruff, or people who wash their hair frequently.

•Some desire luxury and premium merchandise to a point where they define themselves through the products and brands they buy.

Product: The product strategy deals with the goods or services your business will provide. How will you identify your product and make it stand out from the competition?

  • Product features are the benefits it offers to consumers. It includes style, distinctive characteristics, color, quality, and options.
  • Also include warranties, service contracts, delivery, installation, and instructions. Granting credit to customers as a benefit.
  • Flexible payment options: cash, personal check, credit cards, layaway, installment, special offers (0% down)
  • A brand is the name, symbol, or design used to identify a product
  • A package is the physical container or wrapper that holds it
  • The label is the part of the package used to present information

Product positioning refers to how consumers see your product compared to the competition.

Product mix refers to all the products a company makes or sells. If you are going to offer multiple products, you should think about how they relate to each other.

Packaging

  • What is packaging?
  • Containers and wrapping materials used to protect, contain, identify, promote and facilitate the use of the product.
  • What is a label?
  • Informative tag, wrapper, or seal attached to the product or the product’s package. It presents information.
  • What information does a label present?
  • Brand name (Bold detergent)
  • Ingredients, Instructions (machine washable), how to open or dispose, guarantees, danger warnings

Goals of Packaging

  • Promote a company and its image
  • Give an old product a new image
  • Preserve the product for a time period
  • Help customers use products better
  • Introduce new uses for old products
  • Reduce costs, increase sales and profits
  • Consider these questions when planning the design of a package:
  • Must the package protect the product against moisture, leakage, and temperature changes?
  • Must the package be resealed or closed after it has been opened?

Functions of Packaging

  • How does the package protect the Product?
  • Withstand humidity, puncture, damage
  • How does the package protect the Consumer?
  • Childproof, sealed tops, tamper proof
  • Contains the Product (easy to carry)
  • What big or heavy products at a supermarket are easy to carry? Why?
  • Identifies the product
  • Lists contents, distinguishes the product
  • Visibly promotes the product
  • Stands out, catchy slogan, product uses, refunds

Types of Materials

  • Why use Paper and cardboard?
  • Inexpensive, lightweight, fairly strong, and easy to print on, recyclable,biodegradable
  • Why use cellophane (transparent paper) and plastic wrap?
  • See through package (meat)
  • Why use Glass to hold liquids?
  • Doesn’t leak or change its smell or taste
  • Why use plastic?
  • Can be shaped into jars and bottles
  • Can be processed into sheets (used for toys, clothes, food products)
  • Won’t break
  • Why use aluminum?
  • Unbreakable, disposable, recyclable
  • Why use Glass to hold liquids?
  • Doesn’t leak or change its smell or taste
  • Combination of Materials
  • Golf balls are packaged in boxes of 3; Multi-packs contain 4 boxes of 12 balls

Environmental concerns

  • Marketers must protect the consumer and his/her environment from the package
  • Plastic foam & the ozone layer
  • Non biodegradable material takes up more space
  • Use more recyclable products

Packaging and Labeling Laws

  • Protect people against deceptive labeling
  • Ban deceptive environmental claims
  • Must list all nutritional elements – not just the benefits
  • Establish strong safety standards

Packaging and Labeling Trends

  • Clearly warn user of harmful effects
  • Safer, easier to use, more convenient for the consumer
  • Recyclable
  • Will continue to be integral parts of product and marketing programs

Place Strategy (also known as distribution strategy)

  • Involves how you will deliver your goods and services to your customers. It includes movement of your product to both your location and to your customers.
  • Where and how the product will be distributed and sold in the marketplace?
  • How will your products and customers "meet" or come together through sales and distribution?

Channel of distribution is the path a product takes from producer (or manufacturer) to final user (or customer). Channels are paths. Channel members are those involved in the path.

  • When the product is purchased for use in a business, the final user is classified as an industrial user.
  • When the product is purchased for personal use, the final user is classified as a consumer.
  • Using shampoo as an example, you can see how the same product may be classified as both a consumer and an industrial product. Manufacturers of shampoo sell their product to the customer through retail operations but also may sell it to hair salons and hotel chains as an industrial product for use in a business.

Typical model: Manufacturer (Producer) > Wholesaler > Retailer > Final User

Wholesalers: Businesses that buy large quantities of goods from manufacturers, store the goods, and then resell them to other businesses.

Intermediaries: businesses involved in sales transactions that move products from the manufacturer to the final user. Also known as middlemen.

Retailers: Sell goods to the final consumer for personal use.

Agents: Unlike wholesalers and retailers, agents do not own the goods they sell. They act as intermediaries by bringing buyers and sellers together. Two different types of agents:

  • Independent Manufacturers’ Representatives: work with several related (but non-competing) manufacturers in a specific industry. They are not employed by the manufacturer. Instead, they are paid a commission based on what they sell. Example: One may carry a line of fishing rods from one manufacturer, lures from another, insulated clothing for hunters from a different one, and outdoor shirts from yet another manufacturer.
  • Brokers: Principal function is to bring buyers and sellers together in order for a sale to take place. Usually (but not always) do not have a continued relationship with either party. They negotiate the sale, are paid a commission, and then look for other customers. Example: real estate broker. Food brokers however, represent several manufacturers of products sold in supermarkets, convenience stores, and other specialty food stores.

A number of non-store retailing operations serve the customer. They include automatic retailing (vending machines), direct mail and catalog retailing, TV home shopping, and online retailing.