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Singapore Airlines-Flying High

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This presentation is based on a case in which the growth strategy of the Singapore Airlines is being described.

This presentation is based on a case in which the growth strategy of the Singapore Airlines is being described.

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  • Transcript

    • 1.  
    • 2. A Great Way to Fly
    • 3. ORIGIN
      • Singapore Airlines (SIA) began in 1947 as Malayan (later Malaysian) airlines.
      • Malaysian Airlines operated between Singapore, Kuala Lampur, Ipoh and Penang.
      • Over the next two decades, there were additions of the DC-4, Skymaster, Vickers Viscount, Lockheed Super Constellation, Bristol Brittania, Comet IV, and the Fokker F27.
      • On 16 September 1963, the Federation of Malaysia was born and the Airline became known as Malaysian Airways Limited.
    • 4. ORIGIN
      • In May 1966, it became Malaysia-Singapore Airlines.
      • Later, the new look of the Airline evolved further with its first Boeings - three B707s, then a fleet of B737s.
      • In 1972, Malaysia-Singapore Airlines split up to become two entities - Singapore Airlines and Malaysian Airline System.
      • This change house a special fleet of B747s, B7272s, and DC-10s.
      • The new Singapore Airlines also boasted a new airfreight terminal and a B747 hangar.
    • 5. Problems Faced During Operation
      • Shortage of domestic routes for serving Singapore.
      • Faced difficulties on International routes to gain the admissions to Airports, landing rights, securing flight shots, attracting new customers and many more.
    • 6. Singapore Girl
      • Origin
      • Global Icon
      • Commercial Branding
      • Visual Impact
    • 7. Singapore Girl
      • Origin
      • The iconic images and branding of the Singapore Girl
      • was first established in 1968.
      • The original branding was developed by Ian Batey.
      • The Singapore Girl wore the traditional uniform
      • “ Sarong Kebaya”.
      • The “Sarong Kebaya” uniform was first introduced by
      • MSA(Malaysia-Singapore Airlines).
      • The “Sarong Kebaya” was specially designed by Pierre
      • Balmain, a French designer.
    • 8. Singapore Girl
      • Origin
      • MSA ceased operations on 1 October 1972 and
      • Singapore Airlines took over as its successor.
      • In 1972, Pierre Balmain was hired by Singapore Airlines
      • to construct and update the Malay “Sarong Kebaya” .
      • In April 2001, the shoes were replaced by
      • Pierre Balmain-designed safety shoes .
    • 9. Singapore Girl
      • Global Icon
      • There are four Kebaya colours that represent the
      • ranking of the Singapore Girls:
      • Blue – "Flight Stewardess"
      • Green – "Leading Stewardess"
      • Red – "Chief Stewardess"
      • Purple - "In-Flight Supervisor"
      • The male flight attendant, in contrast, wears light blue
      • business jackets and grey trousers.
      • The following four jacket colours distinguish male
      • cabin crew:
      • Light Blue - "Flight Steward"
      • Sky Blue - "Leading Steward"
      • Navy Blue - "Chief Steward"
      • Grey Suit - "In-Flight Supervisor"
    • 10. Singapore Girl
      • Commercial Branding
      • The Singapore Girl has a visual trade mark and brand
      • for Singapore Airlines.
      • The Singapore Girl is said to engender “Asian values and
      • Hospitality”.
      • The Singapore Girl has been described as “caring, warm,
      • gentle, elegent and serene”.
      • A wax figure of the Singapore Girl was created and
      • shown at Madame Tussaud’s wax Museum in London in
      • 1994.
      • This sculpture was sent to the Delta Airlines shuttle
      • concourse at LaGuardia Airport in New York City in 1995.
    • 11. Singapore Girl
    • 12. Singapore Girl
      • Visual Impact
      • Since 1972, the image of the
      • Sinfapore Girl has appeared
      • in many advertisements.
      • Recently the Singapore Girl
      • has been seen in television
      • commercials promoting
      • Singapore Airlines’s Boeing
      • 777 300-ER Business Class
      • and the Airbus A380.
      • In March 2004, the Singapore
      • Girl won the Outstanding
      • Contribution to Tourism
      • award for the 18 th Singapore
      • Tourism Board (STB) ’s Tourism
      • Award.
    • 13. SIA’s Aroma
      • By the end of 1990s Singapore Airlines introduced
      • Stefan Floridian Waters.
      • Stefan Floridian Waters is an Aroma.
      • It is an aroma which has been specifically designed as a part of Singapore Airlines.
      • Stefan Floridian Waters formed the scent in the flight attendants’ perfume.
      • It was blended into hot towels served before take off.
      • Generally, it permeated the entire fleet of Singapore Airlines planes.
    • 14. SIA’s Aroma
      • The patented aroma has since become a unique and very distinct trademark of Singapore Airlines.
      • People describe this unique smell as smooth, exotically Asian and with a distinct aura of the feminine.
      • It is a smell that has the potential to kick-start a kaleidoscope of smooth comfortable memories – all reflecting the Singapore Airlines’ brand.
      • The aroma only takes on an exotic tang when accompanied by the colorful beauty of the Singapore Girl.
    • 15. SIA’s Services
      • Cabins
      • Singapore Airlines got top position in the poll for its website and for comfort, services, and food in all classes.
      • A Class Beyond First
      In-Flight Services
    • 16. SIA’s Services
      • Cabin
      • A Class Beyond First
      In-Flight Services
      • It consists of separate compartments with walls and doors
      • 1.5 m high and is offered only on the new Airbus A380.
      • The leather seat is 35 in (88.9 cm) wide and 23 in(58.42 cm)
      • long.
      • LCD TV screen is mounted on the front wall.
      • The 78 in (198.12 cm) bed is separate from the seat and folds
      • out from the back wall, with several other components of
      • the suite lowering to accommodate the mattress.
    • 17. SIA’s Services
      • Cabins
      • The New First Class
      In-Flight Services
    • 18. SIA’s Services
      • Cabins
      • The New First Class
      In-Flight Services
      • The First Class on 777-300ER aircraft, features a 35 in
      • (88.9 cm) wide seat upholstered with leather and mahogany
      • and a 23 in (58.42 cm) LCD screen.
      • First Class on Boeing 747-400 aircraft features the
      • SkySuite , a seat that is 22 in (55.88 cm) wide and can extend
      • into a 6ft 6in bed.
      • Selected Boeing 777-200s and all Boeing 777-300 aircraft
      • (used mainly on regional flights) offer sleeper seats that are
      • 21 in (53.34 cm) wide.
    • 19. SIA’s Services
      • Cabins
      • The New Business Class
      In-Flight Services
    • 20. SIA’s Services
      • Cabins
      • The New Business Class
      In-Flight Services
      • Arranged in a 1-2-1 configuration, the New Business Class is
      • up to 34 in (86 cm) wide.
      • The leather seats feature a 15.4 in (39.1 cm) diagonal screen
      • size personal television, in-seat power supply and 2 USB ports.
      • Traditional Ultimo business class seats, which do not
      • convert into beds, are offered on all Boeing 777-200
      • (excluding the 777-200ER) and 777-300 aircraft in a 2-3-2
      • configuration.
    • 21. SIA’s Services
      • Cabins
      • The New Executive Economy Class
      In-Flight Services
    • 22. SIA’s Services
      • Cabins
      • The New Executive Economy Class
      In-Flight Services
      • Executive Economy Class is only offered on Airbus A340-500
      • aircraft and replaces the standard economy class cabins.
      • The seat has 37in seat pitch, 20in width and 150° seat recline,
      • with a 9in personal screen and in-seat power supply at
      • selected seats.
      • A minibar and lounge area is located at the rear of each cabin
      • class on the aircraft where light snacks and drinks are
      • offered during the flight
    • 23. SIA’s Services
      • Cabins
      • The New Economy Class
      In-Flight Services
    • 24. SIA’s Services
      • Cabins
      • The New Economy Class
      In-Flight Services
      • All economy class seats have personal television screens,
      • footrests, adjustable headrests with side-flap "ears" and
      • adjustable seat reclines.
      • Baby bassinets are available at some bulkheads.
      • Economy class seats on Boeing 777-300ER and Airbus A380
      • aircraft are 19in wide, offer in-seat power and have a 10.6in
      • personal TV.
    • 25. SIA’s Services
      • CUISINES
      In-Flight Services
    • 26. SIA’s Services
      • CUISINES
      In-Flight Services
      • Singapore Airlines offers World Gourmet Cuisine in all
      • classes.
      • Regional dishes are often served on their respective
      • flights, such as the Kyo-Kaiseki and Shi Quan Shi Mei .
      • Shahi Thali meals available for First Class passengers
      • on flights to Japan, China and India respectively.
    • 27. SIA’s Services
      • CUISINES
      In-Flight Services
      • Singapore Airlines offers World Gourmet Cuisine in all
      • classes.
      • Regional dishes are often served on their respective
      • flights, such as the Kyo-Kaiseki and Shi Quan Shi Mei .
      • Shahi Thali meals available for First Class passengers
      • on flights to Japan, China and India respectively.
    • 28. SIA’s Services
      • CUISINES
      In-Flight Services
      • Business and First class passengers may also choose to
      • use the "Book the Cook" service on some flights, where
      • specific dishes may be selected in advance from a more
      • extensive menu.
      • Singapore Airlines has also introduced a Popular Local
      • Fare culinary programme offering Singaporean favourites
      • to passengers in all classes flying from Singapore to
      • selected major destinations.
    • 29. SIA’s Services In-Flight Entertainment System
      • Singapore Airline's in-flight entertainment system, called
      • KrisWorld , was introduced in 1997.
      • Passengers flying Singapore Airlines Suites , First Class and
      • Business Class receive active noise-canceling headphones.
      • In March 2005, SIA introduced the Connexion by Boeing
      • in-flight Internet service , and the system was extended to
      • offer live TV in June. The service ended in December 2006
      • when Connexion was ceased by Boeing.
    • 30. SIA’s Services In-Flight Entertainment System
      • SIA announced that Panasonic Avionics Corporation has
      • been selected to create the new KrisWorld.
      • SIA is providing following common In-Flight Entertainment services in all classes:
      • Widescreen LCD TV with 1280 x 768 resolution .
      • A range of movies, TV, music, games, and interactive programs.
      • Built-in office software, based on the StarOffice Productivity
      • Suite for use with the USB port.
      • In-seat AC power port.
    • 31. SIA’s Services Ground Services
      • Passengers may check-in between two to 48 hours prior to
      • flight departure.
      • This may be done traditionally over the counter or at the
      • lounge within the airport.
      • Self-service kiosks are also available at Singapore Changi
      • Airport.
      • Online printing of boarding passes is available through
      • internet check-in.
      • Passengers on short trips may also check-in on their return
      • flight upon departure from the city of origin.
    • 32. Singapore Airlines Fleet
      • Singapore Airlines operates a full wide-body aircraft fleet
      • from four aircraft families:
      • The Boeing 747,
      • The Boeing 777,
      • The Airbus A380, and
      • The Airbus A340.
      • The airline has had a history of naming its fleet according
      • to plane makes:
      • The Boeing 747-400s were dubbed "Megatop".
      • The Boeing 777s were called "Jubilee".
      • The Airbus A340-500s were named "Leadership".
    • 33. Singapore Airlines Fleet Boeing 747
      • The Boeing 747 have been the long-
      • range aircraft for the airline since
      • 31 July 1973.
      • SIA was the first to fly the aircraft
      • on a commercial trans-Pacific flight.
      • 9V-SMU, delivered to the airline on
      • 13 October 1993, was the
      • one-thousandth 747 to be delivered
      • by Boeing and was commemorated
      • with the words "1000th Boeing 747"
      • painted on its fuselage.
    • 34. Singapore Airlines Fleet Boeing 777
      • Singapore Airlines Boeing 777-300ER
      • (9V-SWA), the first of the -300ER
      • variant to be delivered on 23 Nov 2006.
      • SIA is the world's largest operator of
      • the Boeing 777 family, with 69 in its
      • fleet and another 8 on order and
      • 13 on operation.
      • All of Singapore Airlines' 777-212s
      • are the Extended Range (ER) models;
      • featuring centre fuel tanks for
      • maximum storage.
    • 35. Singapore Airlines Fleet AIRBUS A380
      • Singapore Airlines was the first
      • airline to operate the Airbus
      • A380-800.
      • It made a total order for 19 A380s
      • with another six on operation.
      • Singapore Airlines took delivery of
      • a second Airbus A380 (MSN005) on
      • 11 January 2008 and is now the
      • operator of the only two A380s in
      • commercial service.
    • 36.  
    • 37. --- Presented By ---
      • Kuldeep Singh
      • Lalit Pandey
      • Manish Kr. Chaudhary
      • Mayank Batham
    • 38.