Annual Marketing Budgets in the Airport Industry - 2012–2013 : Survey Snapshot by ICDResearch

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Synopsis
• Analysis of opinions drawn from leading airport industry executives.
• Analysis on how business strategies and practices are set to change in the airport industry in 2012–2013.
• Analysis on spending plans, challenges and investment opportunities for supply decision makers.

Summary
This report is the result of an extensive survey drawn from ICD Research’s exclusive panel of leading airport industry executives. It analyzes how marketing expenditure and practices in the airport industry are set to change in 2012–13. This report provides insight into category-level budgets and marketing behavior of leading supply decision makers. The report also provides access to information categorized by region, company type and size.

Scope
• The opinions and forward looking statements of 201 industry executives have been captured in our in-depth survey, of which 40% represent Director and C-level respondents.
• The research is based on primary survey research conducted by ICD Research accessing its B2B panels comprised of senior purchase decision makers and leading supplier organizations.
• The geographical scope of the research is global – drawing on the activity and expectations of leading industry players across the Americas, Europe, Asia-Pacific, Africa and Middle East.
• Key topics covered include marketing budgets by company type, region and company turnover.

Reasons To Buy
• This report provides information on historical marketing expenditure by supplier type and region.
• This report provides information on the changing spending behaviors by product and category.
• This report will help you to formulate effective sales and marketing strategies by identifying how supplier budgets are changing and the direction of spend in the future.

More Info
									                                    Airports
                                   Survey Snapshot




Annual Marketing Budgets in the
Airport Industry - 2012–2013: Survey
Snapshot

Reference code: SR321SS
Published: June 2012



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Website: www.icd-research.com




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 TABLE OF CONTENTS


TABLE OF CONTENTS

1      Introduction ........................................................................................................................... 5
    1.1 What is this Report About? ............................................................................................................... 5
    1.2 Definitions ........................................................................................................................................ 5
    1.3 Methodology .................................................................................................................................... 6
    1.4 Global Airports Industry: Profile of Survey Respondents .................................................................. 8
        1.4.1     Global airports industry: profile of buyer respondents ................................................................................ 8
        1.4.2     Global airports industry: profile of supplier respondents ............................................................................ 9
2      Annual Marketing Budgets: Global Airports Industry Suppliers .................................... 11
    2.1 Annual marketing budgets by region: global airports industry suppliers ...........................................12
    2.2 Annual marketing budgets by company turnover: global airports industry suppliers ........................14
3      Appendix .............................................................................................................................. 15
    3.1 Full survey results ...........................................................................................................................15
    3.2 Methodology ...................................................................................................................................33
    3.3 Contact us .......................................................................................................................................33
    3.4 About ICD Research .......................................................................................................................33
    3.5 Disclaimer .......................................................................................................................................33




Annual Marketing Budgets in the Airport Industry - 2012–2013: Survey Snapshot                                                                         Page 2

© ICD Research. This product is licensed and is not to be photocopied                                                                 Published: June 2012
 TABLE OF CONTENTS


LIST OF FIGURES
Figure 1: Annual Marketing Budgets: Global Airports Industry Suppliers (%), 2010–2012................................................................................... 12
Figure 2: Annual Marketing Budgets by Region: Global Airports Industry Suppliers (%), 2012............................................................................ 13
Figure 3: Annual Marketing Budgets by Turnover: Global Airports Industry Suppliers (%), 2012 ......................................................................... 14




Annual Marketing Budgets in the Airport Industry - 2012–2013: Survey Snapshot                                                                                       Page 3

© ICD Research. This product is licensed and is not to be photocopied                                                                              Published: June 2012
  TABLE OF CONTENTS


LIST OF TABLES

Table 1: Global Airports Industry Survey Respondents by Company Type, 2012 .................................................................................................. 8
Table 2: Global Airports Industry Buyer Respondents by Job Role (%), 2012 ....................................................................................................... 8
Table 3: Global Airports Industry Buyer Respondents by Global Company Turnover (%), 2012 ............................................................................ 9
Table 4: Global Airports Industry Buyer Respondents by Region (%), 2012 .......................................................................................................... 9
Table 5: Global Airports Industry Supplier Respondents by Job Role (%), 2012 ................................................................................................. 10
Table 6: Global Airports Industry Supplier Respondents by Global Company Turnover (%), 2012 ...................................................................... 10
Table 7: Global Airports Industry Supplier Respondents by Region (%), 2012 .................................................................................................... 10
Table 8: Annual Marketing Budgets: Global Airports Industry Suppliers (%), 2010–2012 .................................................................................... 11
Table 9: Annual Marketing Budgets by Region: Global Airports Industry Suppliers (%), 2012 ............................................................................. 12
Table 10: Annual Marketing Budgets by Turnover: Global Airports Industry Suppliers (%), 2012 ........................................................................ 14
Table 11: Survey Results – Closed Questions .................................................................................................................................................... 15




Annual Marketing Budgets in the Airport Industry - 2012–2013: Survey Snapshot                                                                                                              Page 4

© ICD Research. This product is licensed and is not to be photocopied                                                                                                   Published: June 2012
 INTRODUCTION


1 Introduction

1.1 What is this Report About?

        This report is the result of an extensive survey drawn from ICD Research’s exclusive panel of leading global
        airports industry companies. As slow growth in the US market, lower commodity prices in Latin America and
        the devaluation of the Euro in Central and Eastern Europe constrict global economic growth, this report
        provides the reader with a definitive analysis of the industry outlook and explores how opportunities and
        demand are expected to change in 2012–2013. Furthermore, this report not only grants access to the opinions
        and strategies of business decision makers and competitors, but also examines their actions surrounding
        business priorities.


        The report also examines:
          Revenue growth projections: projects revenue growth projections of chief stakeholders of the industry
          Market-specific growth opportunities: identifies strongest growth regions so that companies can allocate
          their marketing activities and budgets effectively
          Mergers and acquisitions: projections surrounding merger and acquisition (M&A) activity and core
          influencing factors
          Capital expenditure: identifies the change in capital expenditure of an airport buyer or a supplier company
          to provide a balanced future growth with capital returns.
          Leading business concerns: identifies leading business concerns and subsequent efforts to negate them
          Marketing expenditure trends: tracks the marketing budgets of supplier companies and forecasts possible
          changes in expenditure
          Key factors for marketing agency selection: provides insights into the marketing needs of competitors
          among supplier companies


1.2 Definitions

          Airport operators: buyers for the global airports industry include airport operators and airport support
          services companies. Airport operators either directly operate an airport or work as airport contractor
          companies.

          Airport support service: engaged in system integration, ground support and air traffic control activities.

          Airport suppliers: engaged in the provision of software, security, materials and equipment, and in the
          operation of airlines and aircraft. Non-supplier industry observers, such as trade bodies and government
          organizations, are also included in this category.

          Budget airlines or low-cost carriers (LCC): a low-cost carrier or low-cost airline, also known as a no-frills,
          discount or budget carrier or airline, is an airline that generally has low fares and more economical services.
          To make up for revenue lost in decreased ticket prices, the airline may charge for extras such as food,
          priority boarding, seat allocation and excess baggage.




Annual Marketing Budgets in the Airport Industry - 2012–2013: Survey Snapshot                                       Page 5

© ICD Research. This product is licensed and is not to be photocopied                                  Published: June 2012
 INTRODUCTION




          Return on Investment (ROI): A performance measure used to evaluate the efficiency of an investment or
          to compare the efficiency of a number of different investments.

          Company turnover: Companies with turnover of less than US$100 million are identified in the report as
          small companies. Companies with turnover between US$100 million–US$1 billion are referred to as medium-
          sized companies and those with turnover of more than US$1 billion as large companies.

          Search Engine Optimization (SEO): the process of improving the visibility of a website or a web page in
          search engines via the "natural" or unpaid ("organic" or "algorithmic") search results.

          Business performance management: a set of management and analytic processes that enable the
          managemen
								
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