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Author Topic: Low CI. How to raise.  (Read 424 times)

Offline TerryMcKenna

  • Members
  • Posts: 120
Low CI. How to raise.
« on: October 15, 2012, 03:32:43 AM »
I have a very successful airline, AirLAURO, Naples. I have great load factors, 1% turn around, all standard seating and fares at 10% below default. Good marketing.... General permanant campaign, whole country, newspapers, bill boards and internet plus several occassional route promotions. I dont use TV and radio that much as they are too expensive and I already have good LF.
But my CI is only 39%. This is true in all games I have played. ???

Offline Mr.HP

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  • Posts: 2730
Re: Low CI. How to raise.
« Reply #1 on: October 15, 2012, 05:53:20 AM »
People say about a general rule of thumb of spending no more than 10% of revenue into marketing. 

Depends on your size, the % will be different, but your marketing expenses sound pretty low. Spending on marketing is a way to bring LF up, so why do you care if you have great LF?

In MT7, I'm spending 5%, my CI is 49 and rising
In DOTM4, I'm spending 7%, my CI is 61 and rising

Hope that helps

HP

Offline Infinity

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  • Posts: 1564
    • Aviation Awareness
Re: Low CI. How to raise.
« Reply #2 on: October 15, 2012, 09:24:14 AM »
You need to check how much % of your revenue you are respending for marketing. I currently dish out 11.5% to retain my 100 image.

 

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