An integrated marketing communications campaign for Lufthansa Technik Philippines

• Main Author: Dela Cruz, Angelica Fatima Eusebio
• Format: text
• Language: English
• Published: Animo Repository 2015
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4875
• Institution: De La Salle University

Lufthansa Technik Philippines is an aircraft maintenance, repair and overhaul (MRO) provider, based in Manila, Philippines, It offers light to heavy maintenance checks, specializing in Airbus A320, A330, A340, and A380 commercial aircraft. Within Southeast Asia, LTP is surrounded by equally capable MROs. Singapore, Malaysia, Taiwan, Vietnam, Indonesia, and Hong Kong, each have their own airline MROs. Its a highly competitive industry, with limited market opportunities. In the past few years, LTP has been losing market share over to neighboring MROs. However, in 2014, it experienced a slight improvement and turned over a positive financial result. To stay competitive, LTP broke ground this year on a hangar expansion project that will double its capabilities for the Airbus A380 and add heavy maintenance capability for the Boeing 777 type. As a joint venture company between Lufthansa Technik AG (LHT) of Germany, and the Philippines MacroAsia Corporation, Lufthansa Technik Philippines leverages on its parent companys reputation as a market leader. But there are gaps that need to be addressed, and processes to be streamlined, according to LHTs standards. On its marketing efforts, LTP has generally implemented its own marketing strategy. However, a clear message that resonates has yet to be identified. This Integrated Marketing Communications campaign aims to create an integrated message to effectively reach its target market. Different media channels such as events, advertising, PR, digital, and other touch points will be used to communicate LTPs new capabilities and ultimately expand its market share within the Asian MRO market.