DEN Customer Segmentation and Brand Positioning PDF
Preview DEN Customer Segmentation and Brand Positioning
DEN BRAND POSITIONING CUSTOMER SEGMENTATION DENVER INTERNATIONAL AIRPORT August 2016 BUILDING OUR BRAND FOR A CUSTOMER-FOCUSED GROWTH STRATEGY STARTED WITH OUR STRATEGIC PLAN OVERALL Reposition DEN at the same level as leading international airports around STRATEGY the world with comparable customer service standards. STRATEGIC America’s favorite connecting hub, VISION where the Rocky Mountains meet the world. SEVEN • Winning the hearts of our customers STRATEGIC • Inspiring our employees PRIORITIES • Partnering for operational excellence • Investing for sustainability • Putting DIA on the world map • Maximizing our real estate • Excelling in financial performance 3 HOW WE WILL ACHIEVE OUR VISION Through a passenger-focused growth strategy we will win the hearts of our customers by exceeding their travel expectations. 4 DEN BRANDING JOURNEY • Assess best practices IMMERSION AND 1 • Research to understand DEN essence DISCOVERY • Traveler research CUSTOMER 2 • Spend analysis SEGMENTATION AND • Identify shared needs INSIGHTS 3 STRATEGY AND • Create DEN brand positioning DESIGN ENHANCING THE • Deploy strategic experiences 4 • Prioritize our investment opportunities CUSTOMER EXPERIENCE 5 BRAND ACTIVATION • Live the brand forward 5 MEET OUR PASSENGERS EXPLORERS ESCAPISTS Optimistswho love thenovelty of travel, Welcoming travel as a treat and break from are energetic and open-minded about new everyday life, these infrequent but experiences and like to share their enthusiastic travelers approach air travel thoughts and opinions with others through with wide-eyed excitement, an optimistic social platforms. outlook, and an appreciative attitude. ELITES ASPIRERS Frequent travelers that value status and In the chaotic airport environment, these are both career and family oriented. They travelers feel stressedby their real-life are demandingof their travel experience constraints –they struggle to balance and want access to optionsthat fit a personal interests, careers, and children –but variety of travel occasions. tend to indulgeand treat themselves beyond their usual budgets. EXPERTS EARLY BIRDS Travelers who think of travel as routineand Infrequent, anxious travelers who find the see themselves as travel experts and airport travel experience stressful and filled advice-givers. They aren’t easily impressed with unexpected hassles. Flying is a means to nor fazed, and they desire a streamlined, get from Point A to Point B, a process they productive airport experience. dread and wish they could get through as quickly as possible. 6 NARROWING IN All of the passenger segments fly through our airport and spend with us, so we must think strategically about who to target. FOCUS INVESTMENT VALUE We cannot be all things to We don’t have the financial Some segments are all people – if we don’t and human resources to more valuable than focus, the brand and the invest to meet the needs of others—from a financial experience we’re trying to all segments, so we need and advocacy perspective— create will become generic to prioritize our and an investment in these and diluted, and we’ll never investment segments will yield better become ‘known’ for anything. opportunities. returns than others. 7 DEN’S TARGET CUSTOMERS PRIORITY TARGETS EXPLORERS ELITES FOR STRATEGY & GROWTH REVENUE ASPIRERS TARGETS OPPORTUNISTIC EXPERTS ESCAPISTS EARLY BIRDS TARGETS 8 CUSTOMER-FOCUSED GROWTH STRATEGY 9 GET TO KNOW ELITES AND EXPLORERS MEET WILLIAM William is an executive for a booming tech start-up. His career is important HE’S AN ELITE and so is his family. He travels for work AGE: 44-years-old about once a month and travels almost as often with his loved ones. YEARLY INCOME: $132,000 William is brand-driven and values FAMILY: Married with two kids status. He likes access to options that FAVORITE BRANDS: Tom Ford, fit his needs for different types of Apple, Whole Foods travel. MEET LUCY Lucy is head of public relations for SHE’S AN EXPLORER CorePower Yoga. She enjoys life to the fullest. Balancing a family and a career AGE: 39-years-old keeps her busy but she’s never too YEARLY INCOME: $84,000 busy to meet new people. She enjoys traveling for business and leisure and FAMILY: Married with one kid is always eager to share unique and FAVORITE BRANDS: Airbnb, memorable moments on Instagram. Anthropologie, Lululemon 10
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