The Saga Group is the UK’s leading provider of products and services targeted to people aged 50 and above. These include insurance, personal finance, the 7th most read paid for magazine in the UK (Press Gazette, 2013) and holidays. Saga Holidays is exploring a loyalty scheme proposal and the report provides a concept and comprehensive communications plan.
The report provides a contextual analysis of the UK travel industry and outlines that Saga offers holidays which are focused on value and quality. This is supported with a perception map which highlights how there are a number of competitors within the all-inclusive segment. Following this is a SWOT analysis outlining the internal capabilities and the external options of Saga Holidays. Based on primary research with 50 respondents and secondary sources the segmentation of the target customers has identified 3 groups who the loyalty scheme should be targeted at.
The Saga One loyalty card rewards the customer with what they want. Saga One is a customer focused loyalty scheme offering exclusivity, experiences and most importantly simplicity. The strategy suggested is over a 12-month period and in total has 6 objectives that it will seek to achieve by applying the DRIP framework and pull strategies. Based on the strategic analysis the communications mix uses a combination of above and below the line methods. The scheme will be communicated using Sagas well-established channels and advertising, the report presents pre tested concepts in Appendix P.
The Saga One loyalty scheme has three key themes of Exclusivity, Experience and Simplicity, these fit into the ‘Wow’ trend of loyalty. The key segments are targeted using a combination of Internet, Advertising and Public Relations to provide the most effective coverage within the budget set.
Finally the report provides a full budget and Gantt chart for the 12 months of communicating the loyalty scheme. In order to use the time effectively, the majority of activities are ‘dip’ related in order to keep customers aware of the loyalty scheme and what it represents.
Table of Contents
- Executive Summary
- Report Outline
- Analysis of the UK Travel Market
- Segmentation and Target Segments
- Saga Loyalty Scheme Proposal
- Objectives
- Communications Strategy
- Communications Mix
- Budget Outline
- Scheduling
- Control of campaign
Objectives and Key Themes
This report analyzes the UK travel market and proposes a comprehensive loyalty scheme and communications plan for Saga Holidays, a leading provider of travel services for the over 50s market. The report explores the current market landscape, identifies key target segments, and outlines a strategic approach to engaging and retaining customers through a new loyalty program.
- Market Analysis and Competitive Landscape
- Target Segment Identification and Segmentation
- Loyalty Scheme Design and Implementation
- Strategic Communications Planning
- Budget Allocation and Campaign Execution
Chapter Summaries
- Executive Summary: Provides an overview of the report, highlighting key findings and recommendations for Saga Holidays' loyalty scheme and communications strategy.
- Report Outline: Presents a detailed outline of the report, outlining the structure and key sections covered. The report will provide a comprehensive analysis of the UK travel market, segment the target audience, propose a loyalty scheme, and develop a strategic communication plan.
- Analysis of the UK Travel Market: This section will focus on the current state of the UK travel market, analyzing the competitive landscape and identifying key trends that affect Saga Holidays. The analysis will provide context for the proposed loyalty scheme and guide the development of a strategic communications approach.
- Segmentation and Target Segments: This section will examine the target audience for Saga Holidays, using multi-variable segmentation to identify key customer groups. The results will inform the design of the loyalty scheme and the development of targeted communications strategies.
- Saga Loyalty Scheme Proposal: This section will outline the proposed loyalty scheme for Saga Holidays, explaining its unique selling proposition, branding concepts, and key influences from existing loyalty programs. The goal is to create a scheme that resonates with target customers and provides tangible benefits.
Keywords
The report focuses on the UK travel market, loyalty programs, target segmentation, marketing communications, and strategic planning. Key concepts include value proposition, customer engagement, brand building, and effective communication strategies. The report aims to provide insights into developing a successful loyalty program that aligns with the specific needs and preferences of Saga Holidays' target customer base.
- Quote paper
- Luke Gipson (Author), 2014, Marketing Communications Report. Communications Strategy with Budget and Timings Plan, Munich, GRIN Verlag, https://www.grin.com/document/299404
