Presented by: Bobby R Rivera
Course MKT 100
Date

Presented by: Bobby R Rivera
Course MKT 100
Date

Marketing Plan
Europa 2

Marketing Plan
Europa 2

Marketing Plan
Company Overview Owner(s): | Bobby R Rivera | Company Name: | Europa 2 | Product Name: | Commercial space travel | Location: | Alexandria VA | History (yrs.): | 2months |
Section 1: Executive Summary
Europa 2 was founded by Bobby Rivera in 2014. His love for aeronautics, engineering and everything space, compelled him to create a Company with the capability to make commercial travel throughout space a reality. This marketing plan will provide prospective consumers and investors with the knowledge and trust, that Europa 2 will become the premier space transportation and exploration entity.
Product description
The overall mission for Europa is to fundamentally change the way space travel is viewed today. By 2020 Europa 2 will launch several manned missions to Europa, a moon orbiting Jupiter and begin commercial mining and exploration of the planets abundant water supplies.
Europa 2 mission to Europa is just the beginning, with our patented rocket and space ship technology that is twice as efficient and cost effective as the next 5 competitors. Europa 2 will become the premier space travel of choice and provide mankind an alternate means of survival.
Our expert aerospace consultants have been contracted to advise and develop the growing space programs throughout the world. In addition to our current space technology, Europa 2 also provides expert consultant and contracting to public and private entities.

Remember, Mankind’s story might have started on earth but will not end on there.

Section 2: targeting customers
Demographic profile
The targets demographic for Europa 2 are Millennia’s and younger generation Baby Boomers ranging from ages 28-65. College educated males and females with degrees in engineering, aeronautics, technology, and logistics. The workforce for Europa 2 will establish the framework to make space travel as common place as the airline industry is today.
Psychographic profile
Our biggest customers in the beginning will be well educated, wealthy individuals with a background in technology, sales, who have previously worked in the fields of space exploration and commercial application practices for the public, and private sectors.
Several NASA directors and engineers, who created the space programs for the private sector, are now retiring and bringing that expertise to the public sector. Providing a unique opportunity to capitalize on the knowledge and expertise of these individuals, Europa 2 has aggressively pursued and retained these Individuals.
PROFESSION
The profession of our business customers will be defense and private exploration companies such as NASA, Space-X, Virgin Atlantic and private enthusiast, the annual medium income for this targeted business customer will be between 75-275k. geographic LOCATION
Based in Alexandria, VA Europa 2 located in what one source has described as the silicon valley of modern space exploration (Clark, 2013). With this targeted location and modest climate, we will be able to capitalize on the vast amount of NASA sponsored defense contracts within the DC metro area.
Wants and needs
Our customers have profound interest in the success and practical applications of a successful space program. With the ability to travel through space and provide not only advanced flight options, provide a vehicle for humans to contribute to the long term sustainability of our species. Everyone has a certain level of interest to travel to and from space (NASA, 2014), mankind needs to be able to travel and sustain itself indefinitely. That is where Europa 2 will provide that long-term practicality. Leading the way for decades to come.

Section 3: Unique Selling Proposition unique selling proposition (usp)
Europa 2 has one of the most unique selling positions within the space industry for several reasons. Our patented engine and aircraft technology provides Europa 2 with the capabilities to make commercial space travel as common as the airline industry is today by establishing a space program that enables a;; of mankind to participate and travel. With a cost savings of 5 times less for standard cargo space flight then our next 5 competitors by utilizing our proprietary technology and industrial capabilities.
With the goal of affordability, Europa 2 will make space travel a common event for all. Our Investors have provided the first 500,000 flights free of charge, to be divided among every country of the world. This unique opportunity for the average person to experience an extraordinary event will provide the foundation for a vibrant and successful commercial space travel market. marketing objectives
The short term marketing goal of Europa 2 is to increase the number of domestic (US) and International space travel to include 10-20 thousand flights per year. Based on our capabilities, we expect to achieve this number within the next 5 to 10 years.
Currently the FAA (see figure 1) estimated US and domestic air travel transported 64 Million people. Europa 2 will strive to make space travel and exploration as common in both numbers and safety, with a target of 30 Million travelers a year by 2030.

Figure 1. Scheduled Systemwide (Domestic and International) Airline Travel on U.S. Airlines | | Monthly | Year-to-Date | | May 2013 | May 2014 | Change % | 2013 | 2014 | Change % | Passengers (in millions) | 64.8 | 65.8 | 1.5 | 298.7 | 303.4 | 1.6 | Flights (in thousands) | 793.5 | 757.1 | -4.6 | 3,745.9 | 3,595.0 | -4.0 | Revenue Passenger Miles (in billions) | 73.0 | 74.8 | 2.5 | 332.9 | 341.0 | 2.4 | Available Seat-Miles (in billions) | 86.7 | 88.1 | 1.6 | 407.3 | 413.1 | 1.4 | Load Factor* | 84.2 | 85.0 | 0.8 | 81.7 | 82.5 | 0.8 | Flight Stage Length** | 763.1 | 790.9 | 3.6 | 764.0 | 789.6 | 3.3 | Passenger Trip Length*** | 1,126.6 | 1,138.1 | 1.0 | 1,114.6 | 1,123.8 | 0.8 | Source: Bureau of Transportation Statistics, T-100 Market and Segment |

Section 4: Pricing and Distribution Strategy strengths, weaknesses, opportunties and threats (SWOT)
Europa 2 currently has several Strengths that set it apart from its competitors. Our unique manufacturing process provides Europa 2 with the ability to cut its operational cost in half from current market trends. This cost savings is being utilized to provide space travel to the everyday traveler currently dominated by the airline industry. Current estimates tell us we can provide space travel at one third the price of our nearest competitor Virgin Atlantic, which charges on average 250k per traveler.
Several weak areas such as Insurance coverage and responsibilities have been identified that can and will be improved. The Insurance aspect of space travel has been identified as a key element of improvement. Because of so many unknowns in regards to space travel, insurance costs far exceeds that of the well-established airline industry. Currently we have dedicated professionals working with lawmakers around the globe to establish a universal and fair Insurance policy that will benefit the consumers and carriers alike.
The market is young which provides Europa 2 the unique capability of establishing itself as a key player in a field that will substantially grow in the near and long term. One interesting trend we have noticed is the key shift in operational space travel from Government agencies to Private industries. supply-chain and operational system
Europa 2 has positioned itself to be able to provide immediate space travel to the masses through cost efficient production and labor capabilities within our supply-chain and operational system. Our operations are global, and in order to meet the demand all of our manufacturing requirements Europa 2 operations. Although our Headquarters is located in the D.C. area, our rocket engine production facilities are strategically located within geographical areas that capitalize on current market efficiencies for labor, research, and product distribution. pricing strategy
Europa 2 pricing strategy and objective will be a pillar in our success. Providing initial space travel at an estimated 80k per flight, one third cheaper than our next competitor such as NASA, Space-X etc… this cost saving will not only distinguish ourselves within a small market but, will provide Europa 2 with a competitive advantage.
Several external factors such as economic conditions, material price fluctuations and labor conditions can potentially affect the long term pricing strategies within the firm. Irregular insurance regulations and pricing will be a significant focus for Europa 2. An increase or decrease within the insurance industry for space travel will significantly impact the cost per flight goal of 80k.
Section 5: Distribution Plan and Promotions Strategy
You will consider mechanisms by which your customers will purchase your products and / or services (e.g., online, storefront, direct sells) and the primary manner in which you intend to reach new customers (e.g., TV, radio, social media, special events).
Consider the marketing materials that you intend to use. According to the textbook, marketing materials are collateral used to promote your business or products. Promotional strategy may include free trial offers, money-back guarantees, and buy two (2) for the price of one (1) type of deals. distribution strategy
Europa 2 distribution strategy will focus that provides a seamless and user friendly experience through online booking arrangements and product information. Our top web designers have developed an online tool that provides simple and easy to read pricing information. Reaching new customers will be a main priority for Europa 2. We have hired several Social Media experts to run our promotional fly for free campaign. This campaign will provide the first 500,000 flights for free.
To help accelerate this process we have started a competition through social media in which prospective applicants will compete for the coveted first available flights. Through special media, special events, TV and radio, our goal are to reach as many customers as possible through proven advertising mechanisms. Although Europa 2 will not have dedicated retail space or sales team force, once customers have won or purchased a flight they will have an all-encompassing travel experience through our dedicated space ports. These ports will provide the necessary training and preparation as our customers prepare to embark on the Europa 2 experience. 1. Provide a lottery in which the first 500k tickets will be awarded. 2. Establish a buy one get two free promotion strategy to maximize customer experience and volume. 3. Frequent flier programs that enable returning customers with accelerated processing and ticket availability and distribution marketing goals
The marketing goals for Europa 2 will strategically capitalize on the established and emerging markets of the space travel and exploration industries. Providing several promotional offers such as Lotteries, buy one get one free, and customer profile relationship building. During this year’s Super Bowl and World Cup, Europa 2 has hired some of the best marketing firms to present our company to the sports world. This venue was chosen with the idea that Europa 2 will appeal to the action sports market.

action steps (conclusion)
1. Target Market: Identify and contact ideal organizations that could host our marketing plan. Make a list and be persistent in contacting them all.
2. The Outreach: call these organizations by phone and provide our compelling marketing plan and strategy that provides a holistic approach to our target market
3. Written Materials: Send a "promotion kit" by mail or email to already established distribution list.
4. Follow-Up: Follow up with customers to ensure the product experience have exceeded their expectations. Identify solutions for when and if, unsatisfied customers emerge.

Reference list (APA format)
Silverstein, S. (2012). NASA Sees Private Sector as Key to Escaping LEO. VIA Satellite, 27(1), 6.
Morring Jr., F. (2011). 'Disruptive' Technology. Aviation Week & Space Technology, 173(18), 36.
Virgin Atlantic Airways Limited SWOT Analysis. (2014). Virgin Atlantic Airways SWOT Analysis, 1-8.
Port, O. (2005). PICKING UP THE PACE OF THE SPACE TOURISM RACE. Businessweek, (3919), 81.
Research and, M. (0009, April). Research and Markets: Plunkett's Airline, Hotel & Travel Industry Almanac 2013: Airline, Hotel & Travel Industry Market Research, Statistics, Trends & Leading Companies. Business Wire (English).
PR, N. (2013, September 20). International Partnership Releases Space Exploration Benefits Paper. PR Newswire US.
AUSTEN, B. (2011). AFTER EARTH. Popular Science, 278(3), 46.