¶ … PRODUCT, PRICE, PROMOTION, PLACE ) OF SINGAPORE AIRLINES & #8230;focus on Product ( brand, service quality, service excellence ) .Why product ( brand, service quality, service excellence) price, promotion, place of Singapore Airlines is important ?
Product
Singapore Airlines is a full-fledged carrier service that combines a high-level product with excellent flight service. As of 2011, SIA possessed 108 modern passenger planes (mostly Boeing 777 (PRESSWIRE, 2005) whose average age was six years and three months (Singapore Airline, 2012). SIA has, accordingly, achieved the reputation of possessing one of the world youngest fleet of aircraft (PRESSWIRE, 2005). SIA is a member of Star Alliance. She is also the first airline company to internationally operate the world's largest passenger aircraft called Airbus A380 that is comfortably equipped to cater to its passengers' needs.
SIA has also diversified into aircraft handling and engineering .Meanwhile, her subsidiary, SilkAir, operates local flights with smaller planes. Another subsidiary, Singapore Airlines Cargo, operated her freighter fleet as well as managing the cargo capacity in SIA's regular service.
SIA has a 49% share in Virgin Atlantic and also helps that airline manage some of its routes. She is ranked among the 15 top carriers worldwide in terms of passenger revenues and is ranked 10th for international carriers . In 2010, the International Air Transport Association reported SIA to be the second largest airline in the world with a worth of 14 billion U.S. dollars (Mutzabaugh, 2010).
Singapore Airlines divides its passengers into...
The business class section are divided between business and leisure purposes, are mostly male and average 32 years in age, whilst economy class passengers span all genders, ages, and socio-economic levels and travel mostly for leisure
Price
Fares on SIA are moderate can competitive reflecting the average cost of airfare. Tickets are expensive for First Class and Business Class but affordable for Economy Class with SIAS offering the frequent deals. Economy Class passengers often pay off only 8.5% of the First Class fare and 14% off Business Fare, while the Business Class fare is 60.7% reduced from First Class. In the meantime, First Class receive quality service for their money.
Promotion
SIA employs differentiated market targeting each of their particular passenger classes according to quintessential profession, needs, requirements of traveling, and character.
SIA also offers its loyal customers a Frequent Flier program, such as KrisFlyer and PPS Club, that has become quite popular its main positioning strategy and symbol which it has become synonymous to is its icon and flight attendants - the Singapore Girl -- which has become its marketing brand image. The Singapore Girl (with attendants dressed in Malay Sarong Kebaya redesigned by Christophe Galibert in 2008) has become the icon of excellence, quality, hostess care and concern, and overall efficacy and comfort of the airline. Rather than using traditional marketing communitarian, SIA relies…
