Singapore Airlines- Flying High*

            


Details


Mini Case Code : CLIM047
Publication date : 2005
Subject : International Marketing
Industry : Airlines
Length : 03 Pages
Price : Rs. 100

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Key words:

Singapore Airlines (SIA), brand, airlines, customer service, customer service centric company, marketing icon, Singapore Girl, consumer's recall, advertising, brand consistency, customer delight, innovations, differentiating services, sub branded, premium airlines company

Note

* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

 


Abstract:
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The highlight of this caselet is the branding strategy followed by Singapore Airlines (SIA). It shows how effective branding helped SIA establish itself as a premium airline company. The caselet also showcases the role of the company's marketing icon 'Singapore Girl' in its branding strategy. It explains the various strategies undertaken by the airline company to maintain the brand's consistency throughout the years.

Issues:

Branding strategies adopted by SIA
SIA's marketing icon - Singapore Girl
How branding played a major role in establishing SIA as a premium airlines company
The impact of differentiating services in branding

Introduction

Singapore Airlines (SIA) is one of the strongest brand names in Asia. The 32-year-old airline's history began in 1947 when Malayan (later known as Malaysian) Airways was formed.

Malaysian Airways operated between Singapore, Kuala Lampur, Ipoh, and Penang. Later, in 1965, when Singapore was separated from Malaysia, the governments of both countries agreed to set up separate airlines. As a result, SIA came into existence in 1972...

Questions for Discussion:

1. Do you think the creation of the icon 'Singapore Girl' helped Singapore Airlines to become a distinguished brand in Asia? Justify your stand.

2. Do you think Singapore Airlines will be successful in warding off the competition from low-cost carriers without any reduction in its price range? Justify your stand


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