AirAsia-2016campaignplan创意案(备份).pptxVIP

1 WHERE WE 2 Consumers are more price sensitive even though we are already at a low price NOW ARE 3 MARK TO BREAK THE ICE NEED WE Make consumers fall in love with us. When they do, they would care so little else. 3 4 国内航空公司的普遍沟通现状 Status quo of most airlines in China 亚航攻城掠地的机会 Air Asia’s chance to stand out _what is Lovemark 5 国内航空公司的普遍沟通现状 Status quo of most airlines in China 亚航攻城掠地的机会 Air Asia’s chance to stand out-Lovemark PRICE SENSITIVE NO PREFERENCE OR LOYALTY “那个卖(便宜)机票的” DRIVEN BY EMOTIONS NOT SENSITIVE TO FUNCTIONS “我的品牌” 只聚焦功能(产品与低价)的沟通 无法赢得消费者长期的好感与忠诚 一旦有更低价格出现 消费者会立即转换品牌 情