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Marketing Individual Presentation Draft

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17 views3 pages

Marketing Individual Presentation Draft

Uploaded by

jaydenkohrien
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Product: Singapore Airlines Business Class

4 Ps
Product
SQ is unique in the sense that their air tickets are a mix of tangible and intangible
products – their seats are tangible, but their transportation service is intangible.
Core product is transportation.
Actual product are the “hard product” and the “soft product”.
Augmented product – travel insurance??
Based out of Singapore, SQ has an extensive route network, flying to over 120
destinations across the globe FROM SINGAPORE. In addition, lounges are easily
accessible with many SQ lounges internationally and top-class.
Getting you to your destination, and how they get you there, is the product.

Price
SQ has segmented pricing strategies for different target groups, routes, and market
demand.
 For their premium classes of Business and First, SQ prices their tickets
at a higher cost, in return for a more luxurious experience.
 Within different classes, SQ also offer different fares for different
customer needs and preferences (flexi, etc).

Place – Where SQ sells their tickets at.


SQ practices OMNI-CHANNEL marketing. LIST THESE OUT IN PPT.
 SQ sells their tickets on their website which can be accessed worldwide.
 SQ codeshares with many airlines and is in the Star Alliance group of airlines,
and these partners help to sell SQ’s tickets.
 SQ also does sells through specialty retailers (travel agents).

Promotion
 Branding and tagline: SQ brands themselves and prides themselves as
the World’s Best Airline; flying with SQ gives the consumer a sense of
prestige due to the branding.
 Advertisement through ads on social media platforms (youtube,
Instagram, Facebook) and national television commercials;
specifically, ads that elevate their brand: World Class ad
 Their tagline: A great way to fly.
 Safety video: Safety video showing Singapore and its wonders for
anyone who flies with SQ.
 Local cuisine offered for in-flight meals: Advertise local cuisine to
foreigners and give locals a sense of home (comfort food) while in the
air (uncomfortable experience).
 Landing music (Exclusive to landing in Singapore): Sense of calm and
associates with the brand image the airline is trying to portray (Home).
 Welcome Home message: Sense of belonging
 Krisflyer loyalty programme: Allows customers to collect miles when
they fly, which are redeemable for discounts on their fares. Encourages
customer retention.
 Time to fly travel fair – personal selling
 SQ mainly does ads.

3 Cs
Customer – Target consumers
Middle to high income
Company – Company’s goals, resources and capabilities to meet the customer need
(Strengths and Weaknesses)
Strengths: Award-winning airline, known to be the best airline in the world.
Weakness: Uncompetitive business class seats due to lack of privacy.
Competitors – Competitive landscape and market trends
High competition within the region, airlines like cathay pacific, eva air, ana, korean air

Proposal of Marketing Strategies


Product – Redesigned business class seats with sliding doors for more privacy.
South American market still untapped by SIA, no direct flights between Asia and
South America, SIA could be the first.
Price – Hybrid price system, allows customers to pay in installments.
Place – Find new places to sell their tickets at.
Promotion – idk
Links:
https://www.marketing91.com/marketing-mix-singapore-airlines/
https://www.mbaskool.com/marketing-mix/services/17653-singapore-airlines.html

Tut 2:
Customer fulfilment- Beating your competitors
Why companies still continue marketing even after purchase – Sense of validation

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