Question

Scenario:

The case discusses brand management practices at the world-renowned Singapore Airlines (SIA). While building the brand, SIA focused on innovation, best technology, and offering genuine quality and excellent customer service. SIA had been known through its brand icon the ‘Singapore Girl’ since 1972. Over the years, this icon had become synonymous with the airlines and was highlighted in every promotional activity.

The Singapore Girl was portrayed as being gentle, warm, and caring. Singapore Airlines concentrated on offering personalized customer services. It was honored with many prestigious awards for its exceptional customer services. Even during the economic crisis post 2008, SIA preferred to launch a low-cost airlines – Scoot — rather than dilute its established customer services. Singapore Airlines (SIA) using social media and websites for advertising and sales promotions.

Prepare the task from the following questions:

1- Evaluate the various brand management practices at Singapore Airlines and how the brand was

     built and maintained over the years. Explain the brand icon.

2- Examine the various initiatives taken by Singapore Airlines to revamp the brand. .( 10 Marks)

3- Understand the role of social media in facilitating two-way communication. And evaluate the

     effectiveness of using appropriate sales promotional tools. .

Answer 1

1. The brand icon of Singapore Airlines was the "Singapore Girl" which was introduced by the airlines in 1972 and has been effectively matained by them over the years. In this scenario neither the girl nor the country was promoted. The underlying promotion was for the exceptional customer service offered by the airlines. We have had a lot of irritated flight attendants which was not the case for SIA. They were confident about the technology, innovation and the quality of service which are all accompanied by excellent customer service. The organization tool customer feedback seriously and worked towards overcoming the flaws if any with immediate effect.

The most important aspect of customer service was the personalized services that they offer and this is the main reason for them to be one of the best airlines in the world.

2. SIA spends a lot on maintaining its employees grooming sessions. This implies that they will not be able to have attendants who are above a certain age due to other accompanying factors. SIA never compromises in the services offered but instead comes up with alternate strategies like flying low cost airlines during and post the period of economic crisis to meet customer demands. This act of SIA is an act of empathy which is why they are still having flights that operate with full capacity at any given time of the year.

3. Social Media is a two way communication tool where the organization meets its end users directly. Social media is both a direct and indirect marketing tool for the organization. Like for instance one feedback given by a customer would be a reflection of thoughts which most of the customers had in mind. The answer given by the organization will not only answer the concerned person but instead provide clarity to whole lot of consumers with same queries or concern. This will enable reaching the target audience directly which will enhance the services provided by airlines.

Using the right tool for promotion is one of the key success of the organization. Since the right tool will help the organization achieve half its success through ease. Some times social media will work, whilst some times print media will work but there are many times when tele media will help the organizations in marketing. So identification of tool is very important for marketing.