Easiest Formula to have 100% Company Image?

[Master]

Worldwide Marketing with full 4 instruments makes 90% of company image...what makes 100%?

[chiveicrook]

double the amount you spend on marketing


worked for me in the past...

[Talentz]

The answer would probably be once you reach 90, then add enough to keep moving.

Mainly because you don't want to over spend in marketing. Since CI was changed to reflect company age vs total amount spent, you can spend "max" amount and still only reach CI 100 just as fast as someone who spend "less", yet still enough to reach CI100.

So I guess that would be the answer. Get to 90 then adjust from there. Just dont overspend. There are no benefits, except less money to spend on other stuff.


Talentz

[Master]

Tks a ton guys

[swiftus27]

Everything World and then some...

[Mr.HP]

Everything World and then some...

Not exactly my case. If I put a Whole world marketing in all medium, my weekly cost will be 2.7M. Whereas my total spending now is 2.3M divided in 4 smaller campaigns, and my CI is 99 with slow steady growth of 0.1% weekly. I think I can make it to 100 eventually, without any changes in marketing

It might be faster if I put more, but I'm happy with my current spending

[stansu]

I have TV, Radio, Newspaper, Billboards for whole world, plus TV in base country (US). Total spending is about 5%+ of my revenue. It still doesn't move past 90. The whole world TV was recently added, but it doesn't seem to move anything. I suspect I hit a ceiling due to other factor (such as a/c age or airline age).

My question is - is my observation true that no matter how much I spend, it will not move further past 90?

Some information:
* Pretty big airline: 600+ aircrafts.
* The airline is relatively new. Less than 6 year old.
* Average a/c age is 7.6 years.
* Punctuality: 85 (winter) ~ 95+% (summer)

[JumboShrimp]

I have TV, Radio, Newspaper, Billboards for whole world, plus TV in base country (US). Total spending is about 5%+ of my revenue. It still doesn't move past 90. The whole world TV was recently added, but it doesn't seem to move anything. I suspect I hit a ceiling due to other factor (such as a/c age or airline age).

My question is - is my observation true that no matter how much I spend, it will not move further past 90?

Some information:
* Pretty big airline: 600+ aircrafts.
* The airline is relatively new. Less than 6 year old.
* Average a/c age is 7.6 years.
* Punctuality: 85 (winter) ~ 95+% (summer)

One thing that may be working against you is flying to a lot of destinations with relatively few passengers per destination.  If that is the case, it may be the reason why you may need more than 5%.

Also, cancellations matter a lot, more than delays...

[Infinity]

I have all instruments worldwide + an additional mix that costs .7 times a full worldwide campaign. Works for me. 6% of revenue, although that is with heavily modified prices, my prices average 30-40% above preset values, so it's more like close to 10% for normal prices.

[JumboShrimp]

One more thing about the destinations.  Each destination is treated the same.  It has certain cost how much you need to spend on marketing per destination to be able to get to CI of 100.

Suppose each destination will cost $1000 (just a random number) of marketing to get to CI of 100.

Now suppose you have a destination with demand of 50 pax, and ticket price of $100.  So your revenue will be $5,000.
Now suppose you have another destination, with demand of 500 pax, with ticket price of $1,000.  So your revenue will be $500,000.

For the first destination, the necessary spending of $1,000 it will be 20% of the revenue, for the 2nd destination it will be 0.2% of revenue.

For the entire company, flying to number of destinations, the marketing spending as a percentage of revenue will depend heavily on what kind of destinations you are flying to.  The more destinations you have of the first kind, the higher the percentage will be, the more destinations of the 2nd kind, the lower the percentage will be.

[stansu]

Thanks for the detailed explanation! I didn't know it has so much to do with number of destinations.

Is it also the case that the relationship between CI increase and marketing budget is somewhat like a step function instead of linear? I experienced "obstacles" at 30, 50 70 and 90. At each point CI gets stuck - requiring significantly more marketing money to break through?

I was spending 10M a week for CI stays at 90. Increasing to 23M a week for 2 months already, and it still stays at 90...

[schro]

Thanks for the detailed explanation! I didn't know it has so much to do with number of destinations.

Is it also the case that the relationship between CI increase and marketing budget is somewhat like a step function instead of linear? I experienced "obstacles" at 30, 50 70 and 90. At each point CI gets stuck - requiring significantly more marketing money to break through?

I was spending 10M a week for CI stays at 90. Increasing to 23M a week for 2 months already, and it still stays at 90...

Yes, it does seem to operate like a step function - there's also a sticking point at 95....

[exchlbg]

I have a regional airline and serve a lot of small destinations, I need 20% of revenue to keep it at 60%. I think number of destinations has a big impact on marketing.