DEN Customer Segmentation and Brand Positioning

15 Pages·2016·1.97 MB·English

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.
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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
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• Prioritize our investment opportunities
CUSTOMER
EXPERIENCE
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BRAND ACTIVATION • Live the brand forward
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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.
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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.
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DEN’S TARGET CUSTOMERS
PRIORITY TARGETS
EXPLORERS ELITES
FOR STRATEGY &
GROWTH
REVENUE
ASPIRERS
TARGETS
OPPORTUNISTIC
EXPERTS ESCAPISTS EARLY BIRDS
TARGETS
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CUSTOMER-FOCUSED GROWTH STRATEGY
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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
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