Apa Papers Liberty University Disruptive Marketing

Apa Papers 13liberty Universitybusi745disruptive Marketing Pla

Identify a brand that you would like to change their approach to their marketing and/or business practices. This must be a consumer tangible product OR a service company. Here are some examples, a cruise line that would change the vacation experience for the customers. You want everyone to talk about their experience and share with their friends and family (word of mouth). Or it could be a company that changes to all ‘green’ and that drives more interest and marketing coverage for this brand.

Discuss here the 4Ps that would have to be modified to make these changes. At this high-level, consider whether the product itself would change, if the price would have to change, how distribution (place) might be different, and how promotion/communications would be adapted. Ensure these changes are affordable and practical within the company's scope.

Provide a brief overview of the current key attributes of the product or service as identified, and discuss how they might change under the new disruptive approach. Include current pricing details with specific examples from your research—at least three different locations or sources—and analyze how these prices might need to adjust. Examine the current distribution channels, listing at least five examples of where consumers can purchase the product or service, and propose how this distribution might change or expand. Analyze current promotional strategies and suggest improvements to better convey the new brand narrative or value proposition.

The paper should be a minimum of 750 words and not exceed 1000 words. Use feedback from previous drafts to refine your work, ensuring clarity and depth. The target audience includes academic and industry professionals interested in disruptive marketing strategies and practical implementation.

Paper For Above instruction

In recent years, the landscape of marketing has shifted dramatically with the advent of disruptive strategies that challenge traditional practices and foster new consumer experiences. For this paper, I propose transforming a well-established airline brand, Delta Air Lines, by implementing a disruptive marketing plan centered on environmental sustainability and enhanced customer engagement. This shift aims not only to improve the company's competitive advantage but also to align with the growing consumer demand for green practices and personalized travel experiences. The core objective is to reposition Delta as an environmentally conscious and customer-centric airline, leveraging the marketing mix—product, price, place, and promotion—to facilitate this transformation while maintaining affordability and feasibility.

Current Product Attributes and Proposed Changes

Delta Air Lines currently offers comprehensive domestic and international flight services, with amenities such as in-flight entertainment, premium cabins, and loyalty programs. The standard product emphasizes comfort, safety, and punctuality, with slight differentiation in service tiers. However, the environmental impact of air travel has become a significant concern among consumers, leading to growing demand for sustainable alternatives. Under the disruptive marketing approach, Delta's product would evolve to emphasize eco-friendly features, such as utilizing sustainable aviation fuels, improving fuel efficiency, and integrating carbon offset programs directly into ticketing. These changes would position Delta as a leader in green aviation, appealing to environmentally conscious travelers who seek responsible travel options without sacrificing comfort or reliability.

Pricing Strategy and Adjustments

Currently, Delta's pricing varies depending on flight distance, class, and time of purchase. For example, a domestic round-trip ticket ranges from approximately $200 to $600, with higher prices for premium cabins. International prices are significantly higher, often exceeding $1,000 per round trip, depending on the destination and booking factors. Sources such as Kayak, Expedia, and Delta’s official website provide comparable pricing data, highlighting regional and seasonal variations. To support the environmentally friendly shift, Delta could introduce a tiered pricing system where travelers opting for eco-friendly options receive benefits such as discounts or loyalty points. For instance, passengers choosing flights utilizing sustainable fuels could receive a 5-10% premium discount, incentivizing greener choices while offsetting additional operational costs. This approach balances affordability with the cost of sustainable practices and encourages customer participation in environmental initiatives.

Distribution Channel Enhancements

Currently, Delta’s distribution channels include its official website, mobile app, travel agencies, online travel agencies (OTAs such as Expedia and Orbitz), and airport ticket counters. These five channels account for direct and indirect sales, providing widespread accessibility. To augment distribution aligned with the disruptive plan, Delta could expand partnerships with eco-focused travel agencies and platforms specializing in sustainable travel, like Green Global Travel or Eco Companion. Additionally, integrating virtual reality experiences in airport lounges to showcase the airline’s sustainability efforts and eco-friendly amenities could further enhance consumer engagement. Implementing a dedicated online hub for sustainability-related offerings—detailing carbon offset programs, eco-friendly fares, and green travel packages—would serve as an informative and influential distribution point, further emphasizing the brand’s commitment to environmental stewardship.

Promotion and Communication Strategies

Delta’s current promotional strategies leverage traditional channels such as advertising campaigns, social media, loyalty programs, and in-flight promotions. While effective, these methods can be enhanced to broadcast the disruptive shift towards sustainability. The airline should develop campaigns highlighting its investment in sustainable fuels, partnerships with environmental organizations, and commitment to reducing carbon emissions. Utilizing storytelling through customer testimonials, employee advocacy, and influencer collaborations can create emotional resonance and authenticity. Digital marketing tools such as targeted social media ads and content marketing focusing on eco-friendly travel tips and Delta’s green initiatives can reach a broader audience. Additionally, transparency through sustainability reports and real-time emission tracking accessible via the website can strengthen consumer trust and engagement. These promotional enhancements will position Delta as a pioneer in eco-friendly aviation, driving word-of-mouth marketing and brand loyalty.

Target Market Analysis

The existing target market for Delta includes business travelers, leisure travelers, and families seeking reliable, comfortable transportation. Under the disruptive plan, this target base expands to include environmentally conscious consumers of all ages, particularly Millennials and Generation Z, who prioritize sustainability in their purchasing decisions. According to Nielsen (2019), nearly 70% of millennials are willing to pay more for sustainable brands, indicating significant market potential. Furthermore, corporate clients increasingly seek to demonstrate sustainability in their operations, presenting opportunities for Delta to secure green corporate travel contracts. The future target market emphasizes travelers who value environmental responsibility, technological innovation, and personalized travel experiences. Tailoring marketing messages that highlight Delta’s green investments and engaging these markets through digital channels can foster brand affinity and competitive differentiation.

Conclusion

Disruptive marketing strategies that focus on environmental sustainability and enhanced customer engagement present a compelling pathway for Delta Air Lines to redefine its brand positioning. By adjusting the marketing mix—product, price, place, and promotion—Delta can effectively appeal to a broader, eco-conscious audience without compromising fiscal responsibility. The integration of sustainable practices into the core product, innovative distribution channels, and targeted promotional efforts will create a distinctive competitive advantage. Ultimately, this disruption aligns with evolving consumer values and positions Delta as a forward-thinking leader committed to responsible travel and environmental stewardship, ensuring long-term growth and loyalty in an increasingly eco-conscious market environment.

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