[PDF] GENERAL SALES AGENT PROPOSAL - Free Download PDF (2024)

1 GENERAL SALES AGENT PROPOSAL MARKET OVERVIEW SALES & MARKETING ANALYSIS & ACTION PLAN Spain & Portugal 12 ...

GENERAL SALES AGENT PROPOSAL MARKET OVERVIEW SALES & MARKETING ANALYSIS & ACTION PLAN Spain & Portugal

LOT POLISH AIRLINES by AVIATEAM – Airlines Sales & Marketing Solutions ® GSA Proposal _ Spain & Portugal

CONCEPT and PRE-CONSIDERATIONS AviaTeam sees the opportunity to extend the actual 4 YEAR commitment with LOT (Portugal Territory) across the border to Spain as unique! In spite of being a small GSA, AviaTeam was the first Portuguese GSA opening a branch office at Madrid in 2008. Few months later AVIAREPS AG made a purchase offer and due this proposal AviaTeam ceased to have it’s own office in Spain passing all the airline contracts this important territory to AVIAREPS SPAIN. In February 2010 was agreed from both companies to stop the merge process. Therefore, AviaTeam remained as an independent GSA and acts at Spain market from Portugal offices with a Resident Sales Representative. This gives AviaTeam the opportunity to offer LOT Polish Airlines what probably no other GSA may offer:

OPERATIONALITY We are open to receive from LOT the actual office at Juan Ramón Jimenez. Therefore LOT would keep all actual contacts, save on costs and time consuming of transferring reservation system and office stationary plus all equipment. And as a plus… keeping full dedicated corporate image! AviaTeam gladly accept all the existing material (if were necessary for the efficient perform by LOT team also is to AviaTeam). Off course AviaTeam is ready to assume the respective applicable price (after due amortization). 2

LOT POLISH AIRLINES by AVIATEAM – Airlines Sales & Marketing Solutions ® GSA Proposal _ Spain & Portugal

DEDICATED STAFF Concerning LOT Product Management, AviaTeam propose two possibilities: 1) LOT maintains the Country Manager position and AviaTeam we offer total cooperation and full work conditions at our premises. 2) In case of dismiss of all LOT actual staff, AviaTeam intends to invite the actual LOT Spain GM, Mrs Malgorzata Wieteska, to further join AviaTeam and subsequently be appointed as LOT full dedicated Product Manager for Spain granting not only a smooth transaction of responsibilities but also will give AviaTeam the necessary support to perform efficiently the commercial activity (facilitating all necessary contacts with HO plus Spanish market experience).

>The goal: support over actual know-how our different vision, attitude and skills. General Manager AVIATEAM dedication to Spain AviaTeam General Manager will be dedicated, assuming overall responsibility of driving LOT interests in these markets, being directly involved in all management issues and sales initiatives. In addition, AviaTeam will appoint 2 Sales Support Executives being at least one with full domain of polish language to handle Reservations & Ticketing, customer care, call-center, commercial and technical support to trade. All back office activities not depending to be performed physically (Marketing activities preparation, supportive management data gathering and treatment – eSmash/Sales Reports, Finance operations, etc.) will be supported by out team at Portugal Head Office (fluent in Spanish). Concerning Portugal, AviaTeam will keep actual dedicated structure (Lisbon and Porto offices) with Dedicated Product Manager and Regional Sales Executives (South and North).

LOT POLISH AIRLINES by AVIATEAM – Airlines Sales & Marketing Solutions ® GSA Proposal _ Spain & Portugal

OVERALL TARGETS Keep/Reinforce leadership as preferred airline in traffic between Spain and Poland & Central Europe. Be the first option/alternative to TAP in traffic between Portugal and Poland & Central Europe. To stop and possible invert the loosing trend on Sales and Flown Revenue both Spain and Portugal. Focus efforts in Corporate travel and high yield traffic to Poland & Central Europe. Increase consumer awareness and trade knowledge both of LOT as well as Poland as destination (Euro Cup 2012 is arriving...) Build industry relationships within Spain and Portugal and also on countries of influence (ie: Africa and Latin America) Maximize “.com” agencies sales Use efficiently the E-Smash tool to be able to identify potential business, analyze competition and perform pro-active chirurgical actions. Seek business opportunities like charter/charter mix operations/seasonal flights to secondary destinations both in Spain and Portugal. Take advantage of LOT image as Best Central European Airline – from the total of the 140.000 Ukraine immigrants living at Spain and Portugal, near 65% are originals from western part of Ukraine, therefore WAW is preferable to IEV as gateway. Maximize 6th freedom traffic (ie: TLV, LCA, HAN, RIX, etc.) 4

LOT POLISH AIRLINES by AVIATEAM – Airlines Sales & Marketing Solutions ® GSA Proposal _ Spain & Portugal

Market Overview Actual Economical Environment

SPAIN The Spanish economy, the 9th biggest in the world, remains flat on August 2010 nearly closing 3rd quarter. In spite of VAT increase and the salaries Strong reduction on Public services employees accordingly with the recent report from “BBVA – economical observatory”. This non growing trend is foreseeable for the last quarter 2010 leading for a stabilization of the GDP over the 1.3 trillion Euros. This same report, refers that consumption will suffer a decrease, specially concerning long term items. However, the investment on foreign markets will increase (seek for new markets). Unemployment rate will remain high (near 20%) at least till first quarter 2011 and face possible increase due the strong measures for the fiscal consolidation.

PORTUGAL The figures of 3rd quarter economic results are optimistic, the GDP increased 1,5%, being over the average grow rate from European Union members. The unemployment rate decreased for the first time in August 2010 not overlapping the 10% line. SME’s shows good intensity and start investments abroad, namely in Brazil and Africa. (Poland is the 7th country where national companies orient their investments).

LOT POLISH AIRLINES by AVIATEAM – Airlines Sales & Marketing Solutions ® GSA Proposal _ Spain & Portugal

Market Overview Actual Airline Business Environment - BSP SPAIN

JAN FEB MAR APR MAY JUN JUL AUG YTD

2010 Monthly BSP DATA TOTAL ES BSP SALES LOT (080) 174.000.000 431.000 206.500.000 490.000 247.600.000 660.000 207.000.000 580.000 234.000.000 640.000 258.400.000 730.000 553.000.000 619.000 172.500.000 400.000 2.053.000.000

4.550.000

source: BSPLink + e-Smash Sales w/ origin at ES to PL LO Market Share 830.000 -48% 1.000.000 -51% 1.275.000 -48% 1.220.000 -52% 1.365.000 -53% 1.500.000 -51% 1.360.000 -54% 890.000 -55% 9.440.000

-52%

On YTD 2010, the overall BSP in ES over through the 2 Billion Euros. The total sales to Poland (only tickets with origin at Spain and final destination at PL) is near 10 million Euros. LOT has 52% of the sales.

LOT POLISH AIRLINES by AVIATEAM – Airlines Sales & Marketing Solutions ® GSA Proposal _ Spain & Portugal

PORTUGAL

JAN FEB MAR APR MAY JUN

BSP data 2010 PT TOTAL PT BSP SALES LOT (080) 42.452.000 22.481 45.074.000 10.826 62.745.000 15.765 63264.000 15.206 57.000.000 22.692 54.000.000 25.029

YTD

324.546.000

source: BSPLink + e-Smash Sales w/ origin at ES to PL LO Market Share 172.658 13% 171.313 6% 254.183 6% 254.182 6% 251.784 9% 296.551 8%

111.999

1.400.671

BSP Portugal is loosing 27% versus 2009. 080 Sales are being severe prejudice due JUN09 start of 5/7 operation LISWAW by TP.

EUR JAN FEB MAR APR MAY JUN YTT

2009

2010

52699

34094

56671

21837

56220

41258

59308 28698 53789 45326 65444 56457 344131 227669

Index

target

Exec.

2009

2010

Index

0,39 0,73 0,48 0,84 0,86 0,66 0,66

51412 57724 51595 55324 46163 59118 321336

LOT POTENTIAL

STRENGTHS •Traditional Airline • Fleet age and image • Best Eastern & Central Europe Airline • Dispora aproximity • Domestic Routes • Know how about destination • Poland awarness as leisure destination • Excelents niche product (religious, youth) • Product ex- BCN

WEAKNESSES • Capacity offer MAD • No online at PT • Geografic (over 4h flights) • Lack of laung haul connectivity • Fleet limitations (seat capacity) • Lack of offer to Asia • Management Instability • Winter Offer

OPPORTUNITIES • Euro Cup 2012 • New routes • Regional Network • Economic Environment (ES + PT) • Star Alliance • Destination Competitivity • Diaspora Eastern Europe • Charter Mix south Spain / Portugal

THREATS • LH and TP • Economic Crisis • One World Alliance • Sky Team Alliance • LCC • Increase alternative leisure products (cruises) • New technologies • Growth of near countries airlines (UZ, PS)

LOT POLISH AIRLINES by AVIATEAM – Airlines Sales & Marketing Solutions ® GSA Proposal _ Spain & Portugal

TRADE LEISURE SPAIN TOUR OPERATORS Objective: Reinforce relationship with Key accounts to strength LOT position as first choice (or first option) on LO destinations, focusing Poland but also third markets based on 6th freedom rights.

Key Tour Operator IBEROJET NOBELTOURS POLITOURS TRANSRUTAS VIAJES CATAI Strategy:

Arrange meetings with key contacts on a regular basis to establish rapport.

Sales:

Develop cross marketing activities to minimize cost and create awareness. Sales calls, emailing product updates etc Product presentations to create awareness of LO at TO premises, “department by department” Regular meetings with product updates in order to monitor booking trend Encourage trade to publish travel packages to Poland and LO destination markets using the TO fares.

LOT POLISH AIRLINES by AVIATEAM – Airlines Sales & Marketing Solutions ® GSA Proposal _ Spain & Portugal

LEISURE WHOLESALER AND RETAILER TRAVEL AGENCIES Objective: Manage relationship, establish rapport and increase awareness at HQ and branch level. Achieve preferred/first option carrier status on programme to LO served markets. Key accounts: VIAJES EL CORTE INGLES VIAJES MARSANS VIAJES IBERIA VIAJES BARCELO VIAJES HALCON RACC VIATGES SKIARIAS TRAVELIDER DE VIAJE IA VIAJES VIAJES EROSKI VIAJES VINCIT VIAJES ECUADOR

Strategy:

Arrange meetings with key travel agencies to create brand awareness

→ Present AIP and/or Market FIT Fares Sales, Ongoing communication with price & product updates Marketing: Product presentations at agents’ premises

LOT POLISH AIRLINES by AVIATEAM – Airlines Sales & Marketing Solutions ® GSA Proposal _ Spain & Portugal

LEISURE LUXURY TRAVEL AGENCIES & TOUROPERATORS Objective: Manage relationship and increase awareness at HQ and branch level. Achieve preferred carrier status for travel to LOT served markets. Key accounts:

Strategy:

TANDEM LUXURY TRAVEL (TO) MEDITERRANEO HOLIDAYS VIAJES TURO VIAJES SANDRAS BRU & BRU NUBA EXPEDICIONES ENCLAVES DE LUJO DESCUBRE VIAJES DESTINO (Luxury brochure of TRAVELIDER)

Ongoing basis monitor ESmash stats to identify key luxury agencies who are booking Business Class tickets.

Sales, Sales calls and Visits on a regular basis Marketing: Product présentations and updates. LOT Ongoing communication.

LOT POLISH AIRLINES by AVIATEAM – Airlines Sales & Marketing Solutions ® GSA Proposal _ Spain & Portugal

DOT.COM TRAVEL AGENCIES Objective: Manage relationship, establish rapport and increase awareness.

Key accounts: EDREAMS RUMBO LASTMINUTE VIAJAR ATRAPALO MUCHOVIAJE EBOOKERS EXPEDIA

Strategy:

Regular meetings with key contacts responsible for Airline negotiations and contracts. Participate in their marketing activities and make them aware of LO products and services on an ongoing basis

Sales: Develop Co-marketing initiatives to minimize cost (pair of tickets in exchange for web promotion) Marketing: Provide a net fare for special promotions via the web Production of packaged holiday including special fare to Poland posted on their website with LO logo

LOT POLISH AIRLINES by AVIATEAM – Airlines Sales & Marketing Solutions ® GSA Proposal _ Spain & Portugal

1.1.2

GROUPS

INCENTIVE & CONGRESS Objective: travel

Manage relationship, establish rapport and increase awareness amongst those departments booking incentive

Key accounts: VIAJES EL CORTE INGLES VIAJES IBERIA Incentivos y Congresos AMERICAN EXPRESS BARCELO CARLSON WAGON LIT Incentivos y Congresos BARCELO BUSINESS HALCON VIAJES Incentives & Congress PRESSTOUR Viajes Strategy:

LINKS INCENTIVES SITTIS INCENTIVE TRAVEL GRUPO 7 VIAJES TRAVELBROKERS ORANGE INCENTIVOS PRIORITY BUSINESS TRAVEL ULTRAMAR EXPRESS

Arrange meetings with key travel agencies. Sign incentive override agreements to achieve desired volume Provide competitive Executive First fares in relation to competition Flexible Terms & Conditions to be able to adapt to their needs

Marketing: Attendance at EIBTM MICE international travel fair. Constant review meetings with product updates, info etc Regular Newsflashes to create awareness of the destination and product updates with promotional fares in Executive First Encourage them to publish to suggest LO and Poland to their clients

LOT POLISH AIRLINES by AVIATEAM – Airlines Sales & Marketing Solutions ® GSA Proposal _ Spain & Portugal

STUDENTS

Objective: Establish and manage a good and long-lasting relationship with key agencies selling summer study programmes to Poland Make LO their preference when booking students to Poland and destinations served by LO

Key accounts: READ LEAF VIAJES ZEPELIN INTERWAY EMY BIDAIAK VIAJES TEMA SHE TRAVELLING CONSULTANTS

Strategy:

Provide flexible Terms & conditions (Name changes, issuing deadlines) To make LO their first choice when requesting group quotations (specially to KRK) Where possible (high season) offer higher fares to increase yield

Sales, Arrange quarterly review meetings with key contacts Marketing: Approach schools, universities and students associations to inform them about possibilities to travel to Poland Quarterly e-mailings with product updates, info etc

LOT POLISH AIRLINES by AVIATEAM – Airlines Sales & Marketing Solutions ® GSA Proposal _ Spain & Portugal

CORPORATE CORPORATE BUSINESS Objective: Establish good and long-lasting relationships with key Corporates Achieve preferred carrier status on their travel to Poland. Key accounts: REPSOL YPF CEPSA ASTURIANA DE ZINC GRUPO ELECNOR INDITEX ACCIONA FERROVIAL / CINTRA TELVENT

EBRO PULEVA FREIXENET ACERINOX MANGO ENDESA INDRA QUEBECOR NORTEL

Strategy:

Sign Corporate airline agreements with top revenue producing accounts Liaise with HQ pricing YUL to ensure fare filing and agreements in place

Sales,

Arrange meetings with key travel managers and identify their travel policies and main destinations not only in PL but also served by LOT. Breakfast to meet key travel managers Fam trips to travel managers Invitation to attend a corporate event in cooperation with Embassy, Chamber of Commerce, Tourism of Poland.

LOT POLISH AIRLINES by AVIATEAM – Airlines Sales & Marketing Solutions ® GSA Proposal _ Spain & Portugal

CORPORATE TRAVEL AGENCIES Objective:

Establish contact with key corporate agencies and identify which of their corporate accounts are traveling to destinations served by LO. Build a good relationship with key accounts

Key accounts: AMERICAN EXPRESS CARLSON WAGONLIT TRAVEL VIAJES EL CORTE INGLES VIAJES MARSANS VIAJES IBERIA BCD TRAVEL BARCELO BUSINESS Strategy:

Arrange meetings, try and get as much info on their top corporate traveling to LOT destinations.

Sales,

Trade product presentations to create brand awareness of LO Executive Class and corporate services (lounge at Fréderic Chopin Airport…) Marketing: Review meetings with product updates Workshops at hotel venue, chance to network and present LO and its services Co-Marketing ideas with leading travel agents Travel Managers corporate presentation

LOT POLISH AIRLINES by AVIATEAM – Airlines Sales & Marketing Solutions ® GSA Proposal _ Spain & Portugal

PR ACTIVITIES Objectives •

Keep media contacts updated and well informed about news, offers and product updates Publication of media articles that would motivate final consumers to travel Poland Increase awareness and knowledge of Poland as a destination for final consumers (always including LOT logo / image). Update the media with new and relevant information about LOT online route and main beyond markets. Approach different media in order to reach different target markets, e.g. adventure, skiing, students, corporate, etc. Announce and promote the direct flight from Madrid and Barcelona to Warsaw. Update media databases: ongoing and developing of our tailored media database for LO. Send outs of press releases, newsletters and special events invitations. The database will be updated on a regular basis throughout the year.

•

Media enquiries: answering all media emails and calls asking for information about the flight, destination or requesting photos for their publications.

•

Press releases: preparation of press releases to be send out through the media database in order to motivate the media to write about LOT Polish Airlines. Press releases will be sent out every month.

•

Press kit: production of a press kit containing general information about LOT, photos and info. Press kits will be distributed at press conferences, special events, and breakfasts with media or personal meetings with the journalists. An online version of the same will be also available for email send outs.

•

Quarterly Newsletter: newsletter for media, database contacts every three – four months containing a summary of the most important news, product updates, and information about LOT Polish Airlines.

•

Media clippings: every month Head Office will receive a sales report with all the news generated in the Spanish media about the destinations or LOT. The news will be scanned and the circulation number and advertisem*nt value of each of them will be given.

LOT POLISH AIRLINES by AVIATEAM – Airlines Sales & Marketing Solutions ® GSA Proposal _ Spain & Portugal

•

Media Breakfasts: Perform breakfasts at Madrid and Barcelona with journalists at a high category restaurant/ hotel. Around 6-8 journalists will be invited and we will provide them with an informal information session about LOT and the destination. A press kit will also be handed out.

•

Proactive media calls: During the year, we plan to hold individual meetings with journalists. With these one-to-one meetings we plan to talk more in depth about certain topics we would like for journalists to cover. Depending on the type of media they are writing for, we would suggest the most interesting topics for them.

•

Individual press trips: We would support and coordinate individual press trips Poland for qualified journalists.

•

Group Press trips: We suggest we organize 1 group press trip (max 6 journalists) beginning of Mar 2011.

MAILINGS 1) ALL the communications will be send with LO layout and dedicated e-mail address “LOT Polish Airlines Spain” using our mailing diffusion web tool. 2) LO newsflash emails to 7200 travel trade agents, 3000 Embassy contacts, Key accounts and corporate. We have a database of 600 + media contacts and list of 15.200 IATA agents in Spain & Portugal Objective: To get media coverage and brand awareness. No cost involved

LOT POLISH AIRLINES by AVIATEAM – Airlines Sales & Marketing Solutions ® GSA Proposal _ Spain & Portugal

PRESENTATIONS / WORKSHOPS / FAIRS / EXBIBITIONS/ ROADSHOWS 1) EIBTM INCENTIVE & CONGRESS FAIR BCN LO will be present, meetings with key contacts have been arranged. Objective: Networking, strengthen relationship and create awareness amongst key players. Establish contacts with Key Incentive and Congress organizations.

2) FITUR TRAVEL FAIR January – February LO will be present at the Star Alliance booth? Own satnd? Meetings with key travel contacts will be arranged Objective: Networking, strengthen relationship and create awareness amongst travel trade.

3) SEMINARS TO TRADE AND BRANCH MANAGERS (SPAIN) Work together with the key travel agents and TO to hold monthly product presentations to travel agents in key locations (BCN, MAD etc) and meetings with main Branch Managers. Objective: Networking, brand awareness, strengthen relationship, increase database contacts, increase loyalty. Minimum cost

6) TRAVEL MANAGERS CORPORATE PRESENTATION co*ckTAIL MAD Hold 1 introduction / presentation co*cktail or breakfast for key accounts to give product update and networking. Objective: CORPORTE, establish rapport, networking, brand awareness, strengthen relationship, increase database contacts.

LOT POLISH AIRLINES by AVIATEAM – Airlines Sales & Marketing Solutions ® GSA Proposal _ Spain & Portugal

MARKETING INITIATIVES All Marketing activities will be tailored at women / men between 25-60 years of age with high income.

1) ONLINE TRAVEL AGENCY PROMOTION – aimed at final consumers Promotion of LOT Polish Airlines via a travel agent website (total duration 21 days) in return for a 2 trip to Poland to raffle amongst their users. 1. 1 advert 120x600 px. Image of LO including a text box with info about the lead-in fare, schedule etc. Combination of advert with information about Poland as destination. 2. 1 advert 206x82px. on home page. People able to click on the icon and go straight to the exclusive page of Poland with all its possibilities. Period duration 10days 3. 1 advert 206x82px. on the flights home page with the lead-in fare of to Poland, click on the icon and goes straight to the LOT web page. Period duration 10days 4. Presence in the section (last offers) with the lead in fare to Poland throughout the 20 days DOT.coms can also use the tickets to carry out a prize draw amongst their users, with questions about Poland and LOT. The prize draw is carried out via their website and sent to all their database of FITS. Number of tickets to be discussed depending on the number of visits and the importance and the duration of the campaign.

3) TRAVEL AGENT SPECIAL INCENTIVE - staff trade Offer 5 Euros per Y class ticket or 15 Euros on Business. This amount shall be deposit on El Corte Inglés or other distribution surface company gift voucher. In alternative fuel voucher is a possibility.

LOT POLISH AIRLINES by AVIATEAM – Airlines Sales & Marketing Solutions ® GSA Proposal _ Spain & Portugal

EVENTS 1) INVITATION TO KEY TRADE TO ATTEND A POLISH RELATED EVENT TAKING PLACE IN SPAIN. We would seek sponsorship from Poland Embassy

2) JOINT EVENTS WITH SPANISH – POLAND CHAMBER OF COMMERCE Example:

Breakfasts, meetings, member gatherings

Objective: To create brand awareness, strengthen our position in the market and increase the number of contacts in our database.

LOT POLISH AIRLINES by AVIATEAM – Airlines Sales & Marketing Solutions ® GSA Proposal _ Spain & Portugal