Team Tonic AKI AKINOLA, TANIA CRUZ , ALEX VAZQUEZ, CHRISTINE YUN

DMBA. BRAND STRATEGY

R5. 12.13.13

New Market Opportunity & Recommendations

TEAM TONIC

Table of Contents

Once and Future Brand

Target Market

Operational Recommendations

Touchpoints

Customer Experience

Business Viability

Once and Future Brand

Pan Am History

Brand Equity

Hypothesis

Pan Am History

Brand Equity

If Pan Am creates modern luxury airport lounges, then millennial travelers will have a venue where they can enjoy high quality goods and services experiencing emotional connectedness and the nostalgia of the glory days of flying.

Hypothesis

Target Market

Research

Our Target Market

Personas

Why the Millennial Travel Market ?

1.8 MILLENNIAL

Travelers

20% Worldwide

travel market & growing

196M trips

$25-75 spent at airports

In 2012

$217B spent in traveling

Demographic:

•  Ages: 21-36

•  Income level: 75K+ or a trust fund baby

•  Education level: Bachelors+

Psychographic:

•  Personality: friendly, energetic, liberal

•  Attitudes: enjoys beautiful designs, cleanliness, fine food options, specialty drinks, freshness

•  Interests: travel, culture, reading, social media, clubs, festivals

•  Values: authenticity and word-of-mouth

•  Behavior: utilizes social media

Brand Tribes:

Who is the Affluent Millennial Traveler?

LYDIA Age: 34 Public Relations Manager

STELLA Age: 29 Art Director

ADAM Age: 27 Freelance Photographer

Operational Recommendations

Fine Dining

Work Spaces

Showers and Saunas

Retail Products

Concept Board

Pan Am Lounge customers who are waiting to depart (or those arriving) will have the opportunity to order small plates/tapas as not to overfill them before their flight. Tapas generally consist of seafood,salads, breads, cheeses, and light grain dishes (i.e. pastas and rice). Specialty or artisanal cocktails are handcrafted and use traditional and specialty ingredients, methods and techniques which result to superior quality. Cocktail titles are in relation to cities or landmarks such as the Parisian or the Colosseum (Rome). Fresh juices/elixirs serve as the natural liquid magic that helps to fight off threats to sickness while traveling, especially to international and even domestic destinations with drastic climate changes. The Pan Am Lounge can press juice on site as well as serve pre bottled concoctions.

Fine Dining

Specialty Drinks ●  Cocktails ●  Artisanal beverages

Dining ●  Fresh Tapas ●  Small plates

Elixirs ●  Made fresh at the bar ●  Pressed and packaged

Independent Work Spaces ●  Semi-private ●  Full service printers ●  Modern seating and desks ●  Wi-fi access

Conference Spaces ●  Private ●  4-6 people capacity ●  Webcams and screens available for online meetings ●  Conference line and phone

Work Spaces

●  Sauna and shower attached ●  Steam generator ●  Heated towels and robes ●  Multi-directional water

stream ●  Complimentary toiletries ●  Pre-programmed music

console

Showers and Saunas

Apollo Steam Shower

Other Products Include: ●  Notebooks ●  Tech cases & accessories ●  Neck pillows & blankets ●  Coffee mugs ●  Water bottles ●  Location branded clothing

Pan Am Products

Concept Board

Touchpoints

Memberships Website

Mobile App

Level 3 $500 a year ●  includes first class service ●  6 complimentary showers or massages per year ●  priority access and reserve meeting room options

Level 2 $250 a year ●  available after visiting Pan Am lounge 5x/year ●  3 complimentary showers or massages per year ●  access to meeting rooms (if not reserved)

Level 1 Free/pay-per-go ●  can pay for Pan Am services and amenities ●  wi-fi code provided by hostess

All cards include complimentary drink on birthday month and access to wi-fi

Pan Am Membership Tiers

Pan Am Website

Pan Am Mobile App

Customer Experience

Customer Journey Brand Pyramid

Meanings

On car ride to airport

Walk to Airport from

drop-off

Check-in Luggage/

Wait in check-in line

Wait in security line

Exit security & check flight

update on TV screen

Find food options

Order Burger King

Walk to terminal

Wait for food & eat

at food court

Board plane!

Current Traveling Experience Walk

towards gate

TIME

Pam Am Traveling Experience

Checks Pan Am app for

flight updates

Walk to Airport from

drop-off

Arrive early at kiosk and check-in luggage

Wait in security line

Exit security & heads to

Pan Am Lounge

Greeted by Pan Am Employee &

receives pre-ordered food

Shop & Purchase Beats for Pan Am

headphones

Mingle at the bar with cocktails &

tapas

Board plane!

On car ride to airport

Pre-order food/drinks through Pan

Am app

Receives push notification to

head to terminal

INTENSITY

Millennial Traveling Experience

I believe in being surrounded by beauty and class every step of the way and willing to pay a premium for it

I am a millennial traveler with high-end preferences and a reputable image

I feel important, ambitious, independent and stylish

I get a comfortable, luxurious, and relaxed space to spend time in before and after a

flight FUNCTIONAL

EMOTIONAL

ASPIRATIONAL

MEANINGFUL

Brand Value Pyramid

I am amongst a driven, adventurous, and tasteful class of people COMMUNITY

Meanings

Beauty Community Validation

Business Viability

Positioning Matrix

Business Model Canvas

Brand Strategy

Purpose Statement

Positioning Statement

Positioning Matrix

PRICE

QUALITY

Brand Strategy

Brand

Identity

Brand

Architecture

Brand

Messaging

Brand Identity

Brand Architecture

FOR PAN AM! FOR PAN AM!FOR PAN AM!

Cross Promotional Marketing

Purpose Statement

Pan Am Lounge reignites the civility of flying by utilizing meaningful touch points to curate a

luxurious traveling experience.

Brand Messaging

Pan Am Lounge redefines

tasteful modern luxury

Positioning Statement

Through Pan Am’s modern luxury lounges millennial travelers will experience

exemplary services, fine dining and high quality amenities reigniting the emotional connectivity of the civility of flying

Thank You

Aki Akinola, Tania Cruz , Alex Vazquez, Christine Yun