–Singapore Airlines’s competitors analysis
– Singapore Airline Marketing Campaigns
Singapore Airlines journey
Singapore Airlines (SIA) stands as Singapore’s esteemed national aviation company, deeply rooted in the rich heritage of the region. Established in 1974, SIA emerged as a remarkable entity, building upon its predecessor, Malaysia Airlines. With its headquarters nestled within the bustling Singapore Changi Airport, SIA has flourished into a beacon of excellence within the global aviation industry, predominantly dedicated to connecting people across borders through its extensive network of international routes. SIA holds the distinguished position of being the 8th largest airline in Asia and the 18th largest airline globally in terms of international passenger volume. Renowned for its exceptional dedication to passenger comfort and safety, Singapore Airlines has consistently upheld its reputation as one of the most comfortable and secure airlines in the world. The airline’s unwavering commitment to safety measures and meticulous operational standards has garnered it the prestigious title of being the safest airline in the industry.
Singapore Airlines operates its fleet primarily composed of aircraft from renowned manufacturers Boeing and Airbus. This strategic choice ensures that the airline maintains a high standard of performance, efficiency, and passenger comfort. Building upon its legacy of aviation achievements, Singapore Airlines made a significant mark in the industry’s history with a remarkable milestone dating back to 2004. During this transformative year, the airline launched an extraordinary daily non-stop direct flight from Singapore to Los Angeles, USA. Spanning thousands of miles and with a flight duration ranging from 16 to 18 hours, this groundbreaking route revolutionized long-haul travel, setting a new standard as the world’s longest non-stop commercial flight at that time.
In addition, SIA holds ownership of SilkAir, a wholly-owned subsidiary. SilkAir specializes its routes in serving the secondary cities across Asia that may have smaller passenger capacities, catering to diverse travel demands and offering convenient connectivity options. SIA’s influence extends beyond its core operations, as it holds a 49% stake in both Virgin Atlantic and Tigerair, two prominent airlines. This strategic investment in Virgin Atlantic allows Singapore Airlines to participate in the operations and growth of the renowned British carrier. Additionally, the ownership stake in Tigerair, a well-established low-cost airline, enables SIA to tap into the expanding market for budget travel and offer a wider range of options to passengers.
However, there was an accident in 2000. Singapore Airlines Flight #006 was scheduled to depart from the runway at Taoyuan International Airport in Taiwan, China towards Los Angeles International Airport. Unfortunately, unpredictable circumstances led to a tragic accident. The incident occurred amid heavy rain, resulting in poor visibility. Regrettably, due to a combination of factors including crew negligence, inadequate communication with the tower, non-compliant operation by the air traffic controller, and the absence of proper instructions at Zhongzheng Airport, the aircraft mistakenly entered the right runway 05, which was closed for construction and maintenance. This accident claimed the lives of 79 passengers and 4 crew members. The incident marked the first occurrence of a fatal air crash resulting in fatalities since the establishment of Singapore Airlines.
Singapore Airlines’s competitors analysis
| Singapore Airlines | Emirates | Cathay Pacific | British Airways | |
| Product | 1. Provide First class, Business class and economy class 2. Pride of their punctuality 3. Operate Boeing and Airbus aircrafts | 1. Provide First class, Business class and Economy class 2. Mostly provide long distance flights 3. Operate Boeing and Airbus aircrafts | 1. Provide First class, Business class, Premium economy class, Economy class 2. Operate Boeing and Airbus aircrafts | 1. Provide First class, Business class, Premium economy class, Economy class 2. Operate Boeing and Airbus aircrafts |
| Price | 1. Flight ticket fare determine by flight distance 2. Provide repeated rewards and upgrades 3. Discount on certain flights for early payment | 1. Offer effective price by determining shorter and lowest cost routes 3. Offer luxury services with higher prices to premium customers | 1. Flight ticket fare determine by flight distance 2. Target middle, upper middle and business corporate segments | 1. Flight ticket fare determine by flight distance 2. Provide discounts for frequent flier miles |
| Place | 1. Fly to 130+ cities globally 2. Based in Singapore Changi Airport, hotspot city in Asia | 1. Fly to 150+ cities globally (mostly long routes travel) 2. Based in Dubai International Airport, one of the best connection between the east and west | 1. Fly to 200+ cities globally 2. Based in Hong Kong International Airport 3. Convenient to purchase air ticket including their own mobile application | 1. Fly to 200+ cities globally 2. Based in London Heathrow Airport |
| Promotion | 1. Partnership with hotels to provide discounts for passengers who staying in Singapore 2. Social media marketing 3. Provide duty-free shopping, lounge services in their own established ‘KrisShop’ physically in Singapore Changi Airport and virtually 4. Sponsor big events such as Formula 1 race | 1. Traditional advertising (magazines, newspapers, television, radio) 2. Sponsor big events especially sports competition 3. Social media marketing | 1. Sponsor big events especially sports competition 2. Duty-free shopping, lounge services in Hong Kong International Airport 3. Social media marketing | 1. Traditional advertising (TV, billboards and newspapers) 2. Sponsor big events especially sports competition 3. Social media marketing |
Singapore Airlines’s Brand proposition
‘Cost-effective with excellent service’. The brand proposition of Singapore Airlines revolves around a shared commitment to excellence and continuous improvement within the aviation industry. Recognizing the competitiveness of the field, Singapore Airlines understands the importance of standing out from its rivals through innovation and exceptional customer experiences. The airline understands that each interaction and touchpoint contributes to the overall impression and satisfaction of the passengers. Whether it’s warm and personalized greetings, attentive cabin crew, luxurious amenities, or innovative in-flight entertainment options, Singapore Airlines constantly strives to exceed passengers’ expectations and make their travel experience truly memorable.
Prioritized customer’s experience:
Singapore Airlines places a strong emphasis on elevating the customer experience, with a focus on various aspects including service awareness, service etiquette, service skills, and staff management logistics support. The airline prioritizes these elements to ensure passengers receive exceptional service throughout their entire journey. Moreover, Singapore Airlines draws inspiration from esteemed airlines such as Qatar Airways when it comes to their dining ceremonies. Recognizing the significance of creating a memorable dining experience, Singapore Airlines adopts Qatar Airways’ meticulous attention to detail regarding tableware and decorations. By incorporating these insights, Singapore Airlines aims to enhance the dining experience for passengers, leaving a lasting impression and further elevating their overall perception of the airline.
Safety:
Singapore Airlines adheres to rigorous safety standards and regulations set by international aviation authorities and continuously invests in advanced safety measures and technology. The airline maintains a robust safety management system, encompassing comprehensive safety policies, procedures, and training programs. These initiatives are designed to identify and mitigate potential risks, promote a safety-conscious culture among employees, and ensure that all operations are conducted with the highest level of safety in mind.
In addition to regulatory compliance, Singapore Airlines regularly undergoes safety audits and assessments to maintain its high safety standards. These evaluations include assessments from regulatory authorities, such as the Civil Aviation Authority of Singapore (CAAS), as well as international organizations like the International Air Transport Association (IATA) and the International Civil Aviation Organization (ICAO). Singapore Airlines aims to provide passengers with peace of mind and ensure that they can trust in the airline’s unwavering commitment to their well-being.
Personal space:
Singapore Airlines offers luxurious private space for First class passengers who are traveling on their A380 aircraft. This exclusive area provides utmost comfort, featuring spacious seats and lavish armchairs that ensure a truly comfortable experience. Passengers can indulge in the expansive 23-inch LCD screens, allowing for an immersive and enjoyable in-flight entertainment experience. They go above and beyond to prioritize the privacy and comfort of each passenger. The seats are equipped with dedicated stand-alone beds, offering a serene and peaceful space to unwind and revitalize during the flight. As part of the attentive service, the airline provides a turn-down bed, ensuring that you can enjoy a restful sleep accompanied by full-sized pillows. Well-appointed restrooms are available onboard. These facilities are designed to provide a sense of spaciousness and are equipped with amenities to enhance your in-flight comfort. Singapore Airlines understands the importance of personal space and privacy for passengers. With this in mind, the airline creates an atmosphere that surpasses expectations, meticulously attending to every detail to make you forget that you are actually soaring through the sky.
Existing marketing strategies
‘Singapore Girl’ campaign:
For more than four decades, Singapore Airlines unfurled the resplendent banner of the iconic ‘Singapore Girl’ campaign. Through this enduring initiative, the airline sought to fortify its brand proposition and cultivate a distinct image. By embracing the term ‘Singapore Girl’, they aimed to convey a faithful representation of their esteemed flight attendants, highlighting the epitome of care and excellent hospitality woven into every step of a passenger’s journey. The ‘Singapore Girl’ symbolized the embodiment of their core values and served as a beacon of excellence. It stood as a resolute testament to its potency and triumph, captivating hearts and yielding remarkable success.
The iconic ‘Singapore Girl’ campaign stands as an enduring testament to one of the world’s most remarkable and successful marketing strategies, spanning an impressive four decades. What factors contributed to its resounding success? How was this campaign able to captivate hearts and minds? At the heart of this triumph lies Singapore Airlines’ unwavering dedication to setting new benchmarks of excellence. By exceeding aviation industry standards through their comprehensive training programs, the airline establishes a distinctive edge. Their flight attendant, carefully selected and meticulously trained, undergoes instruction that far exceeds conventional norms, encompassing vital areas such as cultural awareness, fashion preferences (sarong kebaya), and the art of wine expertise. As per SIA media reports, the top management of Singapore Airlines has made the strategic decision to retain the iconic ‘Singapore Girl’ campaign for an extended duration, reaffirming their commitment to its enduring success.
Extensive membership systems:
Singapore Airlines goes above and beyond in their efforts to foster and strengthen customer loyalty. Recognizing that customer satisfaction extends beyond the aviation industry, they have extended their membership points system to include hotels and car rental service platforms. This comprehensive approach allows customers to accumulate rewards and enjoy exclusive benefits across various aspects of their travel experience.
They offer an enticing benefit: customers can avail themselves of substantial discounts of up to an impressive 70% on hotel bookings. This means that customers can enjoy luxurious accommodations at significantly reduced rates, enhancing their overall travel experience and allowing them to indulge in premium stays at a fraction of the usual cost. Moreover, with every US Dollar spent, customers are rewarded with double the amount of KrisFlyer miles. This generous reward system allows customers to quickly accumulate miles, which can be later redeemed for a wide range of rewards and benefits. Whether it’s upgrading their flights, accessing complimentary services, or even earning free flights to their desired destinations, the possibilities for enhancing their travel experience are huge. By extending their membership points system and offering attractive benefits in both the aviation and hospitality sectors, they ensure that customers receive exceptional value for their money, competitive prices, and top-notch services across various travel services.
Recommendations
Comprehensive communication channels:
To enhance its overall communication plan and stand out from the competition, Singapore Airlines can prioritize the enhancement of its media and communication channels. A well-crafted communication strategy plays a pivotal role in cultivating strong relationships with various stakeholders, including passengers, employees, investors, and the media. A crucial aspect of this strategy is optimizing digital platforms. Singapore Airlines can focus on refining its website to provide a seamless user experience, engaging with customers through social media platforms to foster meaningful interactions, and utilizing targeted email marketing campaigns to deliver relevant and captivating content directly to customers’ inboxes. By leveraging these digital channels effectively, the airline can proactively communicate its unique offerings, address customer queries, and showcase its commitment to exceptional experiences. Building robust media relations is also vital for Singapore Airlines to enhance its brand image and reputation. This entails establishing solid partnerships with media outlets, providing them with valuable and timely information, and promptly addressing their queries and coverage. Actively participating in public affairs and sharing noteworthy milestones in corporate development can further position the company as an industry leader and innovator, resonating with both the media and the wider public.
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