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Author Topic: Company Profile v Marketing  (Read 259 times)

Offline Viscount Bailey

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Company Profile v Marketing
« on: May 06, 2016, 09:35:04 PM »
Situation:  Game 2 (1977): I have been running for about 120 days. From early days I set a generous General marketing campaign (Permanent) for my Base Country (I only have local flights), of $259,189 per week. (Newspapers & Radio).  Additionally I have had for past month or two, 10 Route Specific campaigns (also News & Radio) worth about $15,000 each per week. That's over $450k per week.

I'm making money - not a lot, but it's very slowly on the up.  I was growing slowly in CP% but for no apparent reason I peaked at 31% and am now dropping ??   Why ???   I have not changed / stopped / dropped any marketing.   My personel are on auto for pay, recruitment, etc. so no issues there, and my route load factors remain in the 80's to 90's.   Why would my CP start to drop?

Thanks for any explanations.

Offline tvdan1043

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Re: Company Profile v Marketing
« Reply #1 on: May 07, 2016, 12:31:30 AM »
Were there any World Events affecting your routes? Those can cause CI to temporarily drop. Heavy thunderstorms are always the airline's fault, as far as pax are concerned.

Otherwise, once your CI "maxes out" at the current level of marketing, it's normal for it to fluctuate slightly (+/- 1-2 points). Because passengers are fickle.

Offline Viscount Bailey

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Re: Company Profile v Marketing
« Reply #2 on: May 07, 2016, 11:46:28 AM »
Thanks TV   Oh boy... is there any hope for a newby at this stage of a game.  Whatever I try seems to dead-end. :'(


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