Target Market for Virgin America Airline Essay Example | Topics and Well Written Essays - 1250 words

Target Market for Virgin America Airline - Essay Example According to Aufreiter et al. of the McKinsey quarterly, Virgin Atlantic constantly tries to reinforce the brand slogan ‘doing things differently’ by offering to sit down bar service, flatbed seats, in-flight massage service ( 2003). This image may be firmly entrenched in the image of potential customers of Virgin America. According to Mutzabaugh of USA today (2007), Virgin America positions itself as an airline that is something between the traditional airline carriers and a discount airline, and although the service is less lavish than the international service it still promotes itself as having the best customer service in the business. What this paints a picture of is an airline that has significantly lower fares than most traditional airlines while still being able to offer excellent service. Furthermore, according to the Virgin America website, the company also offers a first class service on its flights which indicates that the company is prepared to segment the market for both people seeking low-cost flights and people demanding additional service The target market for this paper is defined as males and females who live in close enough proximity to the seven destinations that Virgin America services and are automobile owners. Furthermore, the target market encompasses people who are employed and should have enough disposable income and be 20+ to account for the need to take a holiday. As the company positions itself as a low-cost air carrier the target also includes people who are thrifty but also demand quality. According to the Virgin America website, the airline departs from and flies to only seven American cities (Las Vegas, Los Angeles, New York, San Diego, San Francisco, Seattle and Washington DC.) and the company uses San Francisco as its hub and Los Angeles as a focus city. So one could assume that the target market would encompass both potential customers that either live in  close proximity to the airports that Virgin America services and those who would be interested in visiting one of the other cities that the airline services.