Who are the targeted customers of the company?
The first targeted group of customers of Singapore Airlines are mainly people with income that can afford them to enjoy flight with excellent services and facilities. While the second group of people, mostly young adults, which have slightly lesser budget for flight tickets. They can choose to take the Tiger Airways, which Singapore Airlines holds some shares.
What is the positioning strategy of the company?
Four positioning strategies in terms of Quality and Price
Quality/Price Higher Price
Higher quality Premium strategy
Good value strategy
Lower quality Overcharging strategy
The Singapore Airlines has positioned itself in the Premium strategy because they provide their customers with excellent levels of services as well as inflight entertainment facilities. The Singapore Airlines also ensures that their customers enjoy the flight with the continuous improvement of their various entertainment facilities on-board as well as serving the customers with meals of different menus that meets their need. The Singapore Airlines also provides both alcoholic drinks and fizzy drinks to meet the customers on-board. To ensure that the travellers flying in SQ feels comfortable during the flight, the Singapore Airlines changes their planes to newer ones almost every six years.
So to ensure that the Singapore Airlines can maintain its premium strategy, its level of innovation also has to be maintained. Over the year, Singapore Airlines has always been one of the few trend setters in the aviation industry. They are the first to offer free headsets, choices of meals and free drinks in Economy Class in the 1970s. They are also the first to introduce satellite-based inflight telephones in 1991 and also the first to fly the Airbus-380 from Singapore to Sydney on 25 October 2007.
SIA also uses the iconic Singapore Girl as one of the main point while they are doing marketing because it differentiates SIA from other airlines. Other airlines usually focus more on how their cabins are designed, how comfortable will the flights be and whether if the price of their flight is cheaper. While SIA, convey these types of messages to the travellers through their icon, the Singapore Girl, serving the travellers only with the highest standard of service and quality of it. They now represent the Singapore Airlines service and culture.
What are the Marketing Mix, the 4Ps of the products or services of the company?
SIA’s product is divided into three main lines, the First Class Seats, the Business Class Seats and lastly the Economy Class seats. The First Class Seats, which is about 5% of the seats in the plane, is catered to travellers that are willing to pay a higher price to enjoy their journey without much disturbance. While the Business Class seats, standing up to 10% of the remaining seats, caters to passengers that are willing to pay only a slightly higher...