Marketing

Final ANA Project

1) *ANA(All Nippon Airlines CO.,Ltd) was Founded in December 27, 1952. President
C.E.O, Ito Shinichiro. We have the maximum route net in the domestic flight, and has
Japanese maximum level in the number of domestic flight passengers today.Asia is
mainly plied at international flight. Our company's philpsopy ;To Create attractive
surroundings for customers, Continue to be a familiar presence, Offer dreams and
experiences to people around the world.

ANA's 4P

PLACE;ANA is confederated with Star alliance which started from 1999. The merit of
this is that at acceded airlines which is combined in one terminal, we can easily change
to the connecting flight, and we can also share check-in area. ANA's international
lines are absolutely less than JAL. ANA resisted JAL by joining the star alliance, and
increase the international by sponsership.(Air Canada, AIR CHINA, Air NEW
ZEALAND, Austrian, bmi, EGYPT AIR, US AIRWAYS, UNITED, swiss...etc)

At any milage club acceded with star alliance, we can have our miles adjusted and
exchangement for benefits like usuing your miles for shopping, buying a ticket of
traveling, and we can even change it into money(Edy/QICKPay).In later days we can
put it in Suica/ID. Also these are the shops that are acceded with ANA Card;JTB,
eyecity, Harvard Business Review, Airport Limousine, Folli Folle, IDEMITSU, L I N K
S London, Otto, MATSUZAKAYA, NTT Comunication etc... If we but something in
these shops, 100yen=1mile.

PRICE; Round trip, Student, Tour(before 28 days)

PRODUCT; skip service,

PROMOTION; Ishikawa Ryo(Golf Player) commercial, POKEMON Airplane

2) Our question was "How is star alliance important for young people?".
The scale of the airlines are expanding. From now on, joining an organization as star
alliance is very benefical like using miles for shopping, buying tickets..etc. This means
that it has large benefit to both ANA and customers (young people). Although, ANA
isn't promoting not so much. That is why we wanted to know how "star alliance" is
penetrated to young people at this time.

3) Statistic over view

We(All Nippon Airlines) have taken a questionare to figure out our theme;How can we
attract young people by utilizing the "star alliance".

At question B-3;What is the most important thing when you use an airplane?
The answer was Price, Flight Service, Safe, Membership was as all the same amount.
But at question A-4; If you will take an airplane, what is important?
Answers was the Price. The other comments comments were" The airplane I use is
already determined by a pack tour, agencies." "My miles are accumulated"
As a result, we founded that young people or students aren't strained in airlines, and
they do not have alot of inforation about star alliance. They are already comparing the
company with vauged factors like price, flight services, safe, membership...etc. We
thought that to adults, businessmans, company employees, airlines could be a speciality
product or shopping product. But to young people, as they buy daily necessaries like
toothbrushes,or detergents, it might be a convenience product. They dont have a
strong brand image in airlines. What we have to do is to "offer more information of
ANA"

At question C-1;Which benefit of star alliance are you interested in?

The milage utilization, the priority seat reservation were the highest. We have decided
to use the star alliance, and emphasize these two services for our new promotion.

Question C-2,3; Under 30 people 5 of them knowed about star alliance, and 2 of them
were the members of star alliance. The reason why the rest are not a member; "I
did'nt know about star alliance" was overwhelming a large number. Although, more than
half of them wanted to be a member of star alliance. For now, we learned that we
have a chance to promote, and increase our customers.