2. IBERIA’S CURRENT MARKETING COMMUNICATION STRATEGY
Iberia’s communication strategy has radically changed in the last years. In 2013, Iberia changed its logo, slogan and communication strategy completely (Wikipedia, 2015). Iberia had a traditional marketing communication strategy which hadn’t included new technologies and it was affecting to its share in the Spanish market and customer confidence.
In this difficult situation, Iberia decided to change completely and to start a deeply process of renovation which offers to the customers new values, new services and, in general, a new company with a new brand.
Nowadays, Iberia’s marketing communications strategy consists of:
Advertising: Since 2009 without adverts because of financial problems, …show more content…
Iberia has created ‘Iberia Plus’ and ‘Iberia Sendo’ (Iberia, 2014), which are a services for its customers who let them get points (‘Avios’) that bring them great discounts and some other benefits out of Iberia. Iberia makes some alliances with many other companies such as banks (Santander, Popular…), Insurance companies (AEGON, Grupo Mutua Madrileña…), fuel companies (Repsol, Campsa…), hotels (Barceló Hotels & Resorts, Accor Hotels, Hilton Hotels…), etc. (Iberia, 2013) to expand the benefits of being an ‘Iberia customer’, which also increase the …show more content…
Iberia started it with many problems: bad financial situation, bad perception of the company, reduction of the number of passenger each year… but it was, this critical situation, what gave to Iberia the boost that the company needed to change radically.
Iberia now is a company that create contents, share these contents with the public and increase the value of its brand and the satisfaction of its customers, who really appreciate the change in an emblematic company such as Iberia. Although Iberia has to keep improving its communication strategy because competitors can quickly copy it, so Iberia has to keep offering new and innovative services such us ‘Social Seating’ or ‘Fly & Friends’ to keep enhancing the value with social networks.
Iberia won’t find anything better to improve itself than do what its own customers tell what the company has to do better and to analyse what its customers are happy to share with their relatives to keep doing like that or better. Iberia has found the tool, in the social media networks, and the philosophy, in the way the company communicate with its customer, to fly to the
Iberia’s communication strategy has radically changed in the last years. In 2013, Iberia changed its logo, slogan and communication strategy completely (Wikipedia, 2015). Iberia had a traditional marketing communication strategy which hadn’t included new technologies and it was affecting to its share in the Spanish market and customer confidence.
In this difficult situation, Iberia decided to change completely and to start a deeply process of renovation which offers to the customers new values, new services and, in general, a new company with a new brand.
Nowadays, Iberia’s marketing communications strategy consists of:
Advertising: Since 2009 without adverts because of financial problems, …show more content…
Iberia has created ‘Iberia Plus’ and ‘Iberia Sendo’ (Iberia, 2014), which are a services for its customers who let them get points (‘Avios’) that bring them great discounts and some other benefits out of Iberia. Iberia makes some alliances with many other companies such as banks (Santander, Popular…), Insurance companies (AEGON, Grupo Mutua Madrileña…), fuel companies (Repsol, Campsa…), hotels (Barceló Hotels & Resorts, Accor Hotels, Hilton Hotels…), etc. (Iberia, 2013) to expand the benefits of being an ‘Iberia customer’, which also increase the …show more content…
Iberia started it with many problems: bad financial situation, bad perception of the company, reduction of the number of passenger each year… but it was, this critical situation, what gave to Iberia the boost that the company needed to change radically.
Iberia now is a company that create contents, share these contents with the public and increase the value of its brand and the satisfaction of its customers, who really appreciate the change in an emblematic company such as Iberia. Although Iberia has to keep improving its communication strategy because competitors can quickly copy it, so Iberia has to keep offering new and innovative services such us ‘Social Seating’ or ‘Fly & Friends’ to keep enhancing the value with social networks.
Iberia won’t find anything better to improve itself than do what its own customers tell what the company has to do better and to analyse what its customers are happy to share with their relatives to keep doing like that or better. Iberia has found the tool, in the social media networks, and the philosophy, in the way the company communicate with its customer, to fly to the