2. Group One Tamara Chioreanu Sheila Hannon Jim Huinink Karina Paz Richard Shaw AIR Please note animations and speaker’s notes:

3. Source: Statistics Canada *Canada 3000, Air Transit, etc. Source: Air Transport Commission Who are we competing against?

4. Maturity in the Airline Industry - 2001

5. What’s the Roots Air Crisis? needs more customers needs to steal customers from Air Canada Roots Canada retail brand has not been extended to Roots Air

6. What does Roots Air need? To “reconfigure the situation to advantage” by: migrating key Roots brand values to Roots Air (integrity, quality, and longevity) differentiating itself from its competitors creating a unique travel experience offering personalized customer service

7. FCB Market Segmentation High Involvement Low Involvement FeelingThinking Airline Travel Life Insurance Hand Soap Household Cleaners Fast Food Digital Camera New Computer Candy Bar Bottled Water

8. Canadian Airline Market Segmentation Canada 3000 Air Canada AirTransat West Jet Roots Air High Involvement Low Involvement FeelingThinking

9. The Customer Intelligence Process

10. Who are the Roots Air customers? Frequent business traveller Familiar with Internet, high socio- economic status Willing to pay premium for exceptional service They value: comfort, quality, peace of mind, and relaxation

11. Maslow’s Hierarchy of Needs Self Actualization Esteem Social Safety Physiological Basic Travel (West Jet) Basic Travel (West Jet) Air Canada Economy Canada 3000 Air Canada (Business Class) Roots Air

12. Wealthstyles Materialists mobile urban high earners big spenders Canadian Establishment wealthy privileged highest incomes older, well educated Aging Urban Sophisticates mature above-average education informed financial investors high disposable income Primary Customers Secondary Customers

13. an alternative to Air Canada improved communication channels quality and personal service stress-free travel What do the Roots Air customers need?

14. Digital Solution Phase I Automatic Notification: flight status messaging loyalty points with automatic updates Customer Interaction: online surveys (customer feedback) links to Chapters, Indigo, and Roots

15. Digital Solution Phase II Website interactive services: 1.Online booking: e-scheduling paperless ticketing seating confirmation

16. Digital Solution Phase II 2. Destination traveller information: hotel reservations and car rentals information of destination cities cultural/entertainment events 3. Virtual tour in 3D panoramic viewview

17. Our Customized Solution will avoid these Online Marketing Problems:

18. What are the benefits to the Roots Air customer? reliable, accessible, and timely information  peace of mind more service, less stress  comfort simplicity of interface  relaxed Canadian style

19. CUSTOMER BENEFITS PRODUCT BENEFITS FEATURE VALUEComfort Sense of recognition Customer feedback Online survey CUSTOMER BENEFITS PRODUCT BENEFITS FEATURE VALUE Peace of mind Assurance Up-to-date information Flight Status Messaging Brand Ladder

20. creates and sustains competitive advantage cost-effective ensures Roots Air delivers on its brand promise What are the benefits to Roots Air?

21. Migrated Brand Values Integrity - promises kept e.g. messages delivered, e-tickets are ready on time Quality - comfortable, full service, stress-free, and stylish Longevity - well established company, interface always available

22. Next Steps 1. Gather further customer insight and build customer profile 2. Organize development teams to create innovative design and program interface 3. Conduct usability tests 4. Quickly implement changes to website 5. Create alliance partners