Issue
A major airline brand was interested in establishing a short- and long-term foundational product and marketing strategy focused on sustainability. They wanted to define sustainability in consumer language and ensure the brand strategy was conceived and executed in an authentic and meaningful way.
Methodology
A multi-phase study was conducted to ensure a 360-degree exploration of sustainability and transportation. Prior to primary research, extensive Stakeholder exploration and data immersion was conducted to set the stage for highly informed and deeply explorative qualitative. Post-qualitative brainstorming sessions yielded a range of sustainability concepts for further qualitative emotive testing and subsequent quantitative testing.
Outcome
Murphy Research provided an in-depth story driven report outlining recommendations for sustainability product and marketing strategies focused on:
- Ongoing marketing management to sustain and grow reputation
- Guidelines for product development including preliminary concepts
- Marketing communications recommendations to ensure optimal awareness, education, and engagement
