BA CAPSTONE PRESENTATION
-
Upload
andrea-kwamya -
Category
Documents
-
view
16 -
download
0
Transcript of BA CAPSTONE PRESENTATION
![Page 1: BA CAPSTONE PRESENTATION](https://reader031.fdocuments.es/reader031/viewer/2022021918/589a7d901a28ab0e2f8b53e3/html5/thumbnails/1.jpg)
Executive Summary & Marketing Recommendation
Presented by Andrea Kwamya Masters Candidate, Strategic Communications Columbia University School of Prof. Studies
![Page 2: BA CAPSTONE PRESENTATION](https://reader031.fdocuments.es/reader031/viewer/2022021918/589a7d901a28ab0e2f8b53e3/html5/thumbnails/2.jpg)
Healthy Village InitiativeAndrea Afua Kwamya
![Page 3: BA CAPSTONE PRESENTATION](https://reader031.fdocuments.es/reader031/viewer/2022021918/589a7d901a28ab0e2f8b53e3/html5/thumbnails/3.jpg)
Healthy Village InitiativeOverview
SUMMARY
EXECUTIVE ANALYSIS
KEY INSIGHTS
RECOMMENDATIONS
Q & A
CAMPAIGN EVOLUTION
![Page 4: BA CAPSTONE PRESENTATION](https://reader031.fdocuments.es/reader031/viewer/2022021918/589a7d901a28ab0e2f8b53e3/html5/thumbnails/4.jpg)
Brand Analysis
Who is British Airways?
![Page 5: BA CAPSTONE PRESENTATION](https://reader031.fdocuments.es/reader031/viewer/2022021918/589a7d901a28ab0e2f8b53e3/html5/thumbnails/5.jpg)
Brand Analysis
Persona
Sexy, warm & fun
Calculated, Cool
& Prestigious
vs
![Page 6: BA CAPSTONE PRESENTATION](https://reader031.fdocuments.es/reader031/viewer/2022021918/589a7d901a28ab0e2f8b53e3/html5/thumbnails/6.jpg)
Executive Analysis
competing with features
Lufthansa Emirates British Airways
![Page 7: BA CAPSTONE PRESENTATION](https://reader031.fdocuments.es/reader031/viewer/2022021918/589a7d901a28ab0e2f8b53e3/html5/thumbnails/7.jpg)
Summary
Business Problem
Business Opportunity
![Page 8: BA CAPSTONE PRESENTATION](https://reader031.fdocuments.es/reader031/viewer/2022021918/589a7d901a28ab0e2f8b53e3/html5/thumbnails/8.jpg)
Healthy Village InitiativeCampaign Evolution
Shift from Cultural Schemas…
to evoking Strong
Emotions
![Page 9: BA CAPSTONE PRESENTATION](https://reader031.fdocuments.es/reader031/viewer/2022021918/589a7d901a28ab0e2f8b53e3/html5/thumbnails/9.jpg)
Healthy Village Initiative“A TICKET TO VISIT MUM”
![Page 10: BA CAPSTONE PRESENTATION](https://reader031.fdocuments.es/reader031/viewer/2022021918/589a7d901a28ab0e2f8b53e3/html5/thumbnails/10.jpg)
Healthy Village InitiativeCampaign Evolution
We know the score
by now
![Page 11: BA CAPSTONE PRESENTATION](https://reader031.fdocuments.es/reader031/viewer/2022021918/589a7d901a28ab0e2f8b53e3/html5/thumbnails/11.jpg)
Healthy Village InitiativeCampaign Evolution
“The welcome of home”
“Go further to get closer”
2014
2015
![Page 12: BA CAPSTONE PRESENTATION](https://reader031.fdocuments.es/reader031/viewer/2022021918/589a7d901a28ab0e2f8b53e3/html5/thumbnails/12.jpg)
Healthy Village InitiativePathos Algorithm
“I Miss My
Mum
Son
Grandmother
Husband
![Page 13: BA CAPSTONE PRESENTATION](https://reader031.fdocuments.es/reader031/viewer/2022021918/589a7d901a28ab0e2f8b53e3/html5/thumbnails/13.jpg)
TKey Insights
“To FLY, To SERVE”
![Page 14: BA CAPSTONE PRESENTATION](https://reader031.fdocuments.es/reader031/viewer/2022021918/589a7d901a28ab0e2f8b53e3/html5/thumbnails/14.jpg)
TKey Insights
“Fueled By Love”
2016
![Page 15: BA CAPSTONE PRESENTATION](https://reader031.fdocuments.es/reader031/viewer/2022021918/589a7d901a28ab0e2f8b53e3/html5/thumbnails/15.jpg)
Next Steps
Where can British Airways go From here?
![Page 16: BA CAPSTONE PRESENTATION](https://reader031.fdocuments.es/reader031/viewer/2022021918/589a7d901a28ab0e2f8b53e3/html5/thumbnails/16.jpg)
Recommendation
![Page 17: BA CAPSTONE PRESENTATION](https://reader031.fdocuments.es/reader031/viewer/2022021918/589a7d901a28ab0e2f8b53e3/html5/thumbnails/17.jpg)
Next Steps
Inclusion
Service
Change
![Page 18: BA CAPSTONE PRESENTATION](https://reader031.fdocuments.es/reader031/viewer/2022021918/589a7d901a28ab0e2f8b53e3/html5/thumbnails/18.jpg)
Thank You
Questions?