An integrated marketing communications campaign for Getgo, the loyalty program of Cebu Pacific
Date of Publication
3-2017
Document Type
Project Paper
Degree Name
Master of Marketing Communications
Subject Categories
Advertising and Promotion Management | Marketing
College
Ramon V. Del Rosario College of Business
Department/Unit
Marketing and Advertising
Thesis Adviser
Angelo A. Abejero
Abstract/Summary
In any business, getting customers is essential, but keeping and maintaining a relationship with them is more important. These loyal customers are what sustains a business, since they tend to buy frequently and in greater quantities and are more likely to be advocates of the brand. The idea to induce loyalty gave birth to the loyalty industry which was started by American Airlines’ AAdvantage in 1981. It has since evolved across all other industries and is now an essential part of any business. Currently, the airline industry alone has over 70 loyalty programs, and has evolved so much that more “miles” are earned on the ground rather than by flying. This is due to more airlines are shifting from flight miles to a spend based model that involve not only flights, but also spending in other non-flight partners. This type of model with different partners is what we now call as a coalition model, which is not only beneficial to the members, but is also a source of income for the airline.
In 2015, Cebu Pacific launched GetGo, a loyalty program based on the coalition model with the vision to integrate all the businesses of JG Summit into one standalone loyalty program. GetGo introduced a variety of new features such as an online portal for points tracking and redemption, unexpiring points, sharing and pooling of points, and more which are improvements over its competitor’s program. Currently GetGo has a base of 1.38m members, and despite of marketing efforts, only 2% have been engaging with the program per month. An analysis reveals that members are not aware of where to earn their points and how to use their membership. The integrated marketing communications campaign proposal aims to increase the monthly usage from 2% to 3.5% to bring up the annual usage to 42% compared to the current membership usage of 24%. The general strategies are to engage the target market at touchpoints where GetGo is relevant to constantly remind them of the program and how to earn or redeem points, to make the brand’s messaging consistent and leverage what’s lacking with the competitors, and to make GetGo the loyalty program of choice by differentiating the brand from its competitors. It is expected that by the end of the campaign that the 3.5% target usage per month will be achieved, and the increase in members earning points will also increase members who are qualified to redeem flights. The “rewarding feeling” associated with the earning and redeeming of points for flights will raise the level of commitment of members with the loyalty program, making them advocates of the brand, spreading GetGo’s reach further.
Abstract Format
html
Language
English
Format
Electronic
Accession Number
CDTG006992
Shelf Location
Archives, The learning Commons, 12F Henry Sy, Sr. Hall
Physical Description
1 computer disc, 4 3/4 in.
Keywords
Marketing; Branding (Marketing); Customer loyalty programs
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Recommended Citation
Florendo, L. L. (2017). An integrated marketing communications campaign for Getgo, the loyalty program of Cebu Pacific. Retrieved from https://animorepository.dlsu.edu.ph/etd_masteral/7294
Embargo Period
10-15-2024
