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

USP/Positioning

Singapore Airlines is positioned as a premium first class airline with high levels of innovation and excellent levels of service, and has made a strategic choice of giving priority to profitability over size.

They use the Singapore Girls as a Unique Selling Point (USP). Singapore Girls in traditional Kerbaya uniform conveys a sense of familiarity and comfort. The Singapore Girl epitomizes Asian values and hospitality, and could be described as caring, warm, gentle, elegant and serene. It promised the passenger a lovely flight and great service. In addition, the social status of the Singapore Girl has also reached near-celebrity in Asia. This has allowed Singapore Airlines to be highly selective in the recruiting process for talent which has added further to the strength of the brand icon and the legend around it.

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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://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.