Singapore Airlines Service Marketin

Singapore Airlines
Service Marketing Plan Introduction to Singapore Airlines One of few airlines to remain profitable during GFC
Credits success to 'budget airline operating costs' with business class service standards

Facing environmental issues beyond their control- primarily increased price in petrol and wages SIA made $851 mill in operating profit in 2010-11

Revenue increased 14.3% from cost cutting, however expenditure increasing average 5.8% every year despite staff cuts

Customers satisfaction at record high, however number of empty seats increasing Current Financial Position What is Singapore Airlines?

International and regional premium carrier

100% ownership of budget airline Silk Air

Subsidaries include 49% ownership Tiger Airways and 49% of Virgin Atlantic Company's Situational Analysis Positioned as an innovative premium airline with reputation for service

6.9% rise in costs in 2010-2011 due to fuel and staff wages

Despite positive feedback on service and pricing, 2.3% increase in empty seats.

Needs to focus on developing most profitable product to its target market- business and first class SWOT Analysis The airline has aggregate 21,534 staff members. Target Market Singapore Airlines most profitable market segment is business and first class customers, with higher incomes, an expectation of quality service, frequent flyers who values comfort over price

Economy Class passenger pays only 8.5% of the First Class fare, and 14% of Business fare, while Business Class fare is 60.7% of the First Class fare (Ayob, 2008 pg 1)

Full First and Business class sections would produce the greater return, however it is a high competitive and difficult market to win over competitors loyal customers in Business and First Class Market Segmentation Service Product Strategy Singapore Airlines business strategy has managed to deliver premium service to very demanding customers (achieving differentiation); at a costs close to budget carriers

Emirates and Qatar Airlines have also focused on the cultural and service difference in their brand strategy, it is essential for Singapore Airlines to create a significant point of difference in their service strategy if the company wishes to remain competitive without engaging in an unprofitable price war. Recommendations to Product Strategy Introduce new product which will provide a point of difference from competitors

Target Market value service and quality over price, so Singapore Airlines needs to ensure they are exceeding cust expectations and unused services available are utilised

Introducing Variable Opaque Products would satisfy exactly what customer needs Variable Opaque Products VOP is when passenger self-selects the travel product based on how much uncertainty she is prepared to accept in one or more product attributes.

For example, if they wish to fly economy class and pay extra for a pass the business class lounge, or offering First Class passengers tickets with complete flexibility where seats are available

An airline customer’s flexibility is related to their willingness to pay (WTP). Effect on Singapore Airlines Service Products “If a link can be established at an individual level between the need to fly and the willingness to pay for that travel solution, then this would offer airlines a range of marketing options not available to them previously.

[Booking data collected] can provide insights into individual need-to-fly and that a much better estimation of individual WTP can be established”- David Post, Journal of Revenue and Pricing Management (2010 pg 293).

Singapore Airlines can better utilise company resources to offer unique combinations of products

Will maximize products by finding out what customers are actually willing to pay, and creating point of difference Introducing a VOP approach to the airlines marketing would improve existing customers satisfaction evaluations, and could be used as a valuable marketing tool using the equity theory- the "comparison of the ratio of the buyer’s inputs (price, search effort, inconvenience) to outputs (perceived benefits) which shown to directly influence satisfaction levels"- Lovelock et al, 2011, pg 325). Service Placement Strategies Singapore airline product flow involves a network of local sites, for information-processing services such as internet banking, online ticket reservation, seat reservation undertaken via electronic channels.

Customers can also obtain information, consultation or make a booking from a travel agent by phone and by e-mail.
Utilizing the internet allows Singapore airlines to minimize costs, and can offer more flexible product options to passengers.
iPhone and Android phones have become pivotal in booking and check in process Analysis of Service Pricing Strategies Revenue and profit objectives

The revenue and profit objectives of the firm are to seek profit and cover costs. Singapore Airlines maximizes revenue from a fixed capacity by varying prices and target segments over time using revenue management systems.

Patronage and user based objectives

Introducing Variable Opaque Products for passengers making bookings will assist in increasing profit as customers will pay what they are willing to pay, as customers who previously didn’t purchase extras such as access to the business class lounge, or more for a business class ticket for greater flexibility.

Offering flexibility to customers where possible will assist in building demand and to build a user base as it encourages trial and adoption of a service. Integrated Marketing Communications (IMC) An Intergrated Marketing Channel (IMC) ties together and reinforces all communications to deliver a clear, strong brand identity.

Although sales promotion on economy class fares, and advertising appealing to business and first class customers will be emphasizing different features of Singapore Airlines, essential for different mediums to have the same look and feel.

Communications from the different media mediums approaches all become part of a single, overall message and service promise (Lovelock et al., 2011, pg 231). Figure 1. IMC Channels Current IMC Strategies Current IMC focuses on the airlines 'Singapore Girl' who has become so iconic her image alone represents the airlines service and culture

Airline slogan 'what a great way to fly' is so broad it is used in advertising to all target markets

Specialised campaigns used in print such as The Economist Magazine, Newsweek and The Financial Review promote images of luxury and their business class services

Economy class customers are targeted through pricing, booking agents, and non specific brand promotion such as the ad shown.

Television advertising has not been a priority for the company Fig 2. Example Singapore Airlines Print Ad Recommended IMC Strategies Need to provide a point of difference beyond culture between airline and their competitors

If VOP was introduced, advertising should focus on innovation since service quality is established in consumers minds

If the key message communicated through marketing is ‘Singapore Airlines service, now available at your convenience’, passengers would understand there has been a fundamental change in the airlines distribution, pricing and product.

Ads should continue to feature the iconic Singaporean Girl, as it is a familiar and instantly recognizable image, however the accompanying text should explain how customers now have a greater choice when travelling with Singapore Airlines. Analysis of Service Environment The service environment associated with the Singapore Airlines can be related to the services such as First-class check-in, SilverKris lounge, KrisFlyer Gold lounge, etc (Singapore Air, 2012).

The Airlines concentration has largely been on high-end passengers and business accounts, however economy class tourists traveling with Singapore Air understand the importance of service to the airline before they have flown, and have similar service expectations.

Benefits such as rewards on being a member of the airline, facilities on airport, lounges and holiday trips with discounts have been some attraction of Singapore Airlines in context to service environment. Conclusion and Recommendations Singapore Airlines needs to create a strong point of difference between itself and the competition beyond cultural differences in its marketing and product.

It is recommended Singapore Airlines introduce Variable Opaque Products into their marketing mix to appeal to a market segment which is currently sidelined, but has great potential to increase revenue and add value to customers experience.

Further research recommended into the price customers are willing to pay for new options available to customers, which should be reasonable enough for customers to increase the price of their ticket, without creating excess demand in areas such as the Business Class lounge.

The customers need to understand the key message that Singapore Airlines is adapting to their needs better, without compromising on service, meaning it is essential all marketing channels have an identifiable look and feel. Singapore Airlines Positioning Map

Results (English) 2:

新加坡航空公司
服务营销方案介绍给新加坡航空公司的一些航空公司保持盈利在GFC
学分成功的廉价航空公司的运营成本的业务级服务标准

面临环境问题超出了他们的控制主要是增加价格在汽油和工资的SIA赚了851美元的营业利润
轧机在2010-11年度
收入增加14。3%的成本削减，但是支出增加平均每年5.8%尽管裁员

客户满意度达到历史新高，但是空座位数量增加当前的财务状况，什么是新加坡航空公司吗？

国际和地区优质载体

持股100%的廉价航空公司航空

子公司包括49%和49%股权老虎航空维珍大西洋公司的情景分析定位为一个创新型的优质航空公司以服务求信誉

6.9%的成本上升在2010-2011年由于燃料和工作人员的工资

尽管正反馈服务和定价，2.3%增加

空座位需要重点发展最盈利的产品其目标市场业务和一流的SWOT分析航空公司总员工21534人。新加坡航空公司的目标市场最有利可图的细分市场是商业和第一类客户，收入较高，服务质量的期望，常旅客谁的价值观在价格

舒适经济舱的乘客只需付8.5%的一等舱票价，和14%的业务费用，而商务舱的票价是60.7%的一等舱票价（ayob，2008 PG 1）

全头等舱和商务舱的部分会产生更大的收益，但它是一个高度竞争和严峻的市场赢得竞争对手的顾客忠诚在企业和一级市场细分服务产品策略新加坡航空公司经营战略已设法提供优质的服务，非常苛刻的客户（实现分化）；在成本接近预算载体

阿联酋航空和卡塔尔航空公司还集中在文化和服务在品牌策略上的差异，为新加坡航空公司如果想保持竞争力，不从事无利可图的价格战中建立服务策略的差异很重要的一点，它是必不可少的。建议产品策略引入新的产品将提供一个差异点从竞争对手

目标市场价值的服务和质量比价格，所以新加坡航空公司需要确保他们的客户的期望和闲置超过可用的服务是利用

引入变量不透明的产品将满足客户需要什么变不透明产品VOP是当乘客自选择基于她准备接受一个或多个产品属性有很大的不确定性

旅游产品。例如，如果他们想乘坐经济舱和一通商务舱休息室额外支付，头等舱乘客的车票或提供完全的灵活性在座位

航空公司客户的灵活性是他们的支付意愿（WTP）有关的。如果一个链接可以在飞行的需要和愿意支付的旅行解决方案之间的个人层面，建立在新加坡航空公司服务产品”的影响，那么这将提供航空的一系列营销选项不可用以前他们。

[预约]收集的数据可以提供洞察个人需要飞到一个更好的估计的个人WTP可以建立“戴维后，收入和定价管理杂志（2010 PG 293）。

新加坡航空公司可以更好地利用公司的资源，提供独特的产品

组合将通过找出客户实际愿意支付的最大化的产品，创造差异引入VOP的方法对航空公司的营销点，将提高现有的客户满意度评价，可作为有价值的营销工具，运用公平理论的“买方的输入率的比较（价格，搜寻努力，不便）的输出（好处），证明直接影响满意度”洛夫洛克等人，2011，页325）。服务配置策略新加坡航空产品流是一个本地网站的网络，信息处理服务，如网上银行，网上机票预订，预订座位通过电子渠道。

客户还可以获得信息，咨询或预订的旅行社通过电子邮件和电话。
利用互联网让新加坡航空公司降低成本，并能为乘客提供更灵活的产品选择。
iPhone和Android手机已成为举足轻重的预订和检查过程中分析服务的定价策略的收入和利润目标

收入和利润的公司的目标是追求利润和支付费用。新加坡航空公司收入最大化从一个固定的能力不同的价格和目标段的应用收益管理系统的时间。

赞助和目标基础

引入变量不透明产品为旅客预订将有助于增加利润的客户将支付他们愿意支付的用户，为客户谁以前没有购买额外的存取等商务舱休息室，或更多的一个更大的灵活性

商务舱机票对客户提供的灵活性可能会帮助建立需求和建立一个用户群，它鼓励审判和服务通过。整合营销传播（IMC）整合营销渠道（IMC）联系在一起，使所有的通信提供一个明确的，强有力的品牌标识。

虽然在经济舱票价促销，广告吸引企业和一流的客户将强调新加坡航空公司不同的特点，不同的媒介具有相同的外观和感觉的关键。

通信从不同媒体介质的方法，成为一个单一的部分，全面的信息和服务承诺（洛夫洛克等人。，2011，页231）。图1。整合营销传播的通道电流IMC策略目前IMC集中在航空的新加坡女孩谁已成为标志性的形象就代表了航空公司的服务和文化

航空公司的口号是“一个伟大的方式，飞”是如此广泛应用于广告的所有目标市场

专门用于打印活动如经济学家杂志，新闻周刊和财务审查促进图像的豪华和他们的商务舱服务

经济类客户是针对通过定价，订舱代理，如广告显示非特定的品牌推广。

电视广告没有公司的优先图2。新加坡航空公司的印刷品广告推荐的IMC策略需要如果VOP提供超出了航空公司和其竞争对手

之间文化的差异点，广告应注重创新由于服务质量是建立在消费者的头脑

如果关键信息通过营销是新加坡航空公司的服务，现在可以在你方便的时候”，乘客们会了解目前已在航空公司分配一个根本性的变化，定价和产品。

广告应继续特征标志的新加坡女孩，因为它是一种常见的和立即可识别的形象，然而伴随文本应该如何解释客户现在有更大的选择时，乘坐新加坡航空。服务环境与新加坡航空公司的相关服务环境可以如第一类登机，silverkris休息室服务相关的分析，新的黄金休息室，等（新加坡航空，2012）。

航空公司集中在很大程度上是对高端旅客和商务账户，然而经济类游客与新加坡航空旅行理解服务的重要性，对航空公司在他们飞行，并具有相似的服务期望。

福利如奖励是航空公司的一员，在机场设施，休息室和假日旅行折扣已在上下文中的服务环境，新加坡航空公司的一些景点。结论和建议，新加坡航空公司需要建立一个强大的本身，超越文化差异的营销和产品之间的竞争差异点。

建议新加坡航空公司引入变量不透明产品进入他们的市场营销组合来吸引一个细分市场是目前休战，但增加收入和客户体验增值潜力巨大。进一步的研究

推荐到价格的客户愿意支付的客户提供了新的选择，应合理足够的为客户提高他们的机票价格，而无需创建等方面的商务舱休息室的超额需求。

客户需要明白，新加坡航空公司正在适应他们需要更好的关键信息，在不影响服务，它是必不可少的所有的营销渠道都有一个可识别的外观和感觉。新加坡航空公司的定位图