Delta Song Case

Delta Song Case Executive Summary American Airlines faces many problems today and ultimately will reduce profits. The safety of the airport has improved, the number of people flying has decreased, and the economic downturn has made the aviation industry disadvantageous. Delta Air Lines recently posted a loss of $ 200 million in the second quarter. Delta Airlines lost the advantages of small airlines that account for about 70% of Delta Airlines' revenues on the same route. Delta Airlines strives to be the first major airline to successfully launch long-lasting low-cost competitors.

DOUGLAS RUSHKOFF: But there are clouds on the horizon. The parent company Delta lost billions of dollars, Song's marketing budget was greatly reduced. An intangible thing called Song has to bring out some obvious results. To do this, it needs to infiltrate the minds of the upset. The news so far are complicated. 2nd Marketing Team member: For the overall recall, 35% of the samples think that they have seen you somewhere. First of all, there was a small question about which airline company this advertisement belongs to. At that time we lost almost 50%. Therefore, what we call character recognition true is those who have seen advertisements, are confident and know that it is a song. This is 15% of our sample

DOUGLAS RUSHKOFF: Delta defeated the best marketing team and told them to start from scratch. The first thing Song team decided is that launching a new airline is not enough. To draw our attention, they must create a new culture around the flight. But how did you do? Song takes a reliable tool - the focus group starts. DOUGLAS RUSHKOFF: Songs have low fares, organic foods and more entertainment options. But most importantly, it will establish a real connection with women. In order to solve this problem, Song turned to professional player Andy Spade. Spade is a co-creator of Kate Spade, a millions dollar fashion accessory collection that cater to women like Carrie.