Singapore Airlines's Advertising Analysis

Promotion Strategy :

Example of SIA Advertising Campaigns

This is the cue commercial advertisement of Singapore Airlines from television commercials presented as the continued branding strategy of Singapore Airlines that is continue on its track of using tried and tested imagery that it’s using the philosophy of using trustiness goes together with remembered image for branding.

There is a Singapore Girl as a unique selling point that they uses the stewardess in traditional Kerbaya uniform that it conveys a sense of familiarity and comfort. The single message or the aim of this campaign is to create brand image. A recent television advertisement promoting the 'Krisworld' entertainment system which it had a stewardess comforting a huge anger gorilla, supporting high technology, the elegance and trustworthy of the 'Singapore girl' that it’s affect emotional impact directly.

Wednesday, July 29, 2009

Target Group

Singapore Airlines focus on the Business Travelers as the main target group. They realize that this group of passenger has to make their travel all the time around the world. Especially, this is the high level passenger who can support their travel for the high cabin class. With their status, they’re ready to pay for the excellent service in convenient flight to meet their need mostly, and I think Singapore Airlines got an excellent success with this target group.
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Conclusion of SIA Marketing Mix (4Ps)


@ Product----- SIA differentiate their airline from competitors with excellent in-flight services.

@ Price----- SIA pricing has been perceived as worth the value by the customer but still competitive with other airlines.

@ Place----- SIA have covered major cities in Asia, Europe, America and Australia.

@ Promotion----- The Singapore Girl campaign was a great success in projecting the experience in flying with SIA. The ad triggered a high level of recall, even higher than 40 other airlines advertisements.

References

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=====http://www.venturerepublic.com/resources/Singapore_Airlines_-_An_Excellent_Asian_Brand.asp


=====http://www.businessteacher.org.uk/free-marketing-essays/singapore-airlines-marketing-essay/

=====http://www.answers.com/topic/singapore-airlines


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=====http://www.trainersdirect.com/resources/articles/BusinessManagement/HowDoesSingaporeAirlinesFlySoHigh.htm

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=====http://books.google.co.th/books?id=kqSx3q8O1hcC&pg=PA197&lpg=PA197&dq=marketing+mixs%2BSIA&source=bl&ots=3gPzxxvzg3&sig=LyqIs5-a1ssAgW0gHPb_dTrZ7JU&hl=th&ei=WddjStfZA9OJkQXxuP3sDw&sa=X&oi=book_result&ct=result&resnum=3

=====http://books.google.co.th/books?id=Zs9VZcfBjccC&pg=PA231&lpg=PA231&dq=marketing+mixs%2BSIA&source=bl&ots=AR8iubVrT3&sig=afpJjijFmPUd4V5VZICmfY_c2vY&hl=th&ei=WddjStfZA9OJkQXxuP3sDw&sa=X&oi=book_result&ct=result&resnum=6

=====http://www.channelnewsasia.com/stories/singaporebusinessnews/view/429522/1/.html

=====http://images.google.co.th/imgres?imgurl=http://www.gccrm.com/images/contents/MeiLinFung_Airline_Jan07_e3.gif&imgrefurl=http://www.gccrm.com/eng/content_details.jsp%3Fcontentid%3D2119%26subjectid%3D101&usg=__aJSrZhxr-2j2SGKrBxB1rX8ZPeg=&h=214&w=440&sz=49&hl=th&start=159&tbnid=yl_0dqXXNxGt7M:&tbnh=62&tbnw=127&prev=/images%3Fq%3DSingapore%2BAirlines%252Bgirl%26gbv%3D2%26ndsp%3D18%26hl%3Dth%26sa%3DN%26start%3D144


New Singapore Airlines First &Business Class

This is the great pride of Singapore Airline that they wins The World's Best First Class 2009 by cabin type from SKYTRAX World Airline Awards 2009, the specialist Research Advisors to the air transport industry.

New Singapore Airlines Economy Class

This is the world-class service. From the broader seats to the widest choice of on-demand entertainment options, Economy Class offers exciting new features that ensure that your travelling is more pleasurable than ever.