Branding / Marketing / Qantas Australia
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Branding / Marketing / Qantas Australia

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The worlds most experienced airline

The worlds most experienced airline

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    Branding / Marketing / Qantas Australia Branding / Marketing / Qantas Australia Presentation Transcript

    • HELENE W.C 505720 SIYU JI 504843 CHRIS Y.J 505668 RIMA P. 504775
    • • “QUEENSLAND AND NORTHERN TERRITORY AERIAL SERVICES” • THE FLYING KANGAROO • FOUNDED IN 1920 • OVER 8,500 CABIN CREW (Picture source: http://4.bp.blogspot.com/-zE24mN8w2sE/T4UQKrtfUOI/AAAAAAAAABs/h7qxtfy1-NE/s200/qantas-logo.jpg)
    • OUTLINE : • BACKGROUND • CUSTOMER MARKETING SERVICES MARKETING BRANDING • • • CONCLUSION POTENTIAL ISSUES RECOMMENDATIONS
    • WHY CUSTOMERS CHOOSE QANTAS? • THE LARGEST AUSTRALIAN AIRLINE • THE SECOND OLDEST AIRLINE WORLDWIDE • 65% OF THE AUSTRALIAN DOMESTIC • MORE THAN 9 MILLION MEMBERS • MORE THAN 400 PROGRAMMED PARTNERS
    • ACCORDING TO COLWYN’S STUDY (2013), QANTAS ‘S MEMBERSHIP AND PROFITS HAVE INCREASED BY 60% AND 80% RESPECTIVELY SINCE 2006. (Picture source: http://us.123rf.com/400wm/400/400/marish/marish1206/marish120600009/13955804-box-with-question-mark-icons.jpg)
    • CUSTOMER MARKETING • USES PROCESS CONTROL TECHNIQUES TO MEASURE, MANAGE AND IMPROVE CUSTOMER PERFORMANCE AND CUSTOMER FOCUS Customer performance factors are: • Customer Profitability • Customer Behavior • Customer Satisfaction
    • CUSTOMER MARKETING
    • CUSTOMER MARKETING Qantas Loyalty started in 1997 as a Frequent Flyers program for high flyers and in 2007 created their Qantas Loyalty • SENDING TARGETED EMAIL CAMPAIGNS • COOPERATING WITH BIG COMPANY • USING NEW TECHNOLOGICAL SELLING CHANNEL
    • ADVICE • DO MORE SURVEY TO SATISFY CUSTOMER’S NEEDS • HOLD SOME ACTIVITIES TO LET CUSTOMER JOIN IN • GIVE SOME DISCOUNT TO OLD CUSTOMER
    • 2. SERVICES MARKETING Services Marketing Invisible Perishable Variable Inseparable
    • BAGGAGE SERVICE • DELAYED OR MISSING BAGGAGE • DAMAGED BAGGAGE • TIME LIMITS (Picture Source: http://www.ausbt.com.au/photos/view/maxsize:467,260/5119a683016049809af92fe4767f2254-qantasluggage-baggage-bag-drop--pr.jpg)
    • CUSTOMER CARE SERVICE • “YOUR VIEW IS IMPORTANT TO US” • 24*7 HOT LINES • RECEPTIONS (Picture Source: http://www.qantas.com.au/img/760x411/intro-
    • ADVICES • FOCUS ON CUSTOMERS’ SPECIAL REQUIREMENTS • SERVICE RECOVERY • MORE TRAINS ON STUFF
    • INDIVIDUAL PRODUCT DECISIONS INCLUDE: PRODUCT ATTRIBUTE DECISIONS BRANDING PACKAGING LABELLING PRODUCT-SUPPORT SERVICES
    • HOW QANTAS APPLY BRANDING STRATEGY?
    • IN FACT, BRANDING HAS BECOME A MAJOR ISSUE IN PRODUCT STRATEGY, REQUIRING A NUMBER OF DECISIONS
    • • THIS IS QANTAS LOGO.
    • A POWERFUL BRAND HAS HIGH BRAND EQUITY. Qantas Ad http://www.youtube.com/watch?v=hbGuqmaDgLA
    • BRANDING Brand positioning Brand name selection Brand sponsor decision Brand development Brand repositioning Managing brand
    • HOW DO YOU THINK OF QANTAS? WHEN WAS THE LAST TIME YOU FLEW IT AND HOW IS IT? IS IT ON TIME AND GOOD SERVICE? WHY DO YOU CHOOSE QANTAS?
    • BRAND POSITIONING: QANTAS WAS BORN IN 1920. IT HAS A LONG HISTORY. WHEN IT STARTED TO CARRY CUSTOMERS, THE MAIN IDEA OF THE BRAND WAS HIGH TECHNOLOGY.
    • BRAND NAME SELECTION: THE BRAND NAME IS THE ABBREVIATION OF INITIAL OF “QUEENSLAND AND NORTHERN TERRITORY AERIAL SERVICES”. PUT ALL INITIALS TOGETHER IS QANTAS. QANTAS CHOOSES KANGAROO AS THEIR LOGO TO INDICATE RELIABLE, SAFE, GOOD SERVICES AND HIGH TECHNOLOGY.
    • BRAND SPONSOR DECISION: QANTAS USE CO-BRANDING STRATEGY NOWADAYS. IT DIVIDES SERVICES INTO DIFFERENT UNITS AND BROADENS THE SERVICE AREA.
    • BRAND DEVELOPMENT Now there are Qantas which is focus on full service airline, Jetstar which is fantastic by its low cost and convenient, Frequent flyer which is in loyalty program and normal Freight.
    • REPOSITION BRAND: FLYING KANGAROO OR THE DYING KANGAROO? FROM THE REPORT IN DECEMBER 2012, PROFITS IS IN A NOSE-DIVE, A SHARE PRICE SPIRALLING SEEMINGLY OUT OF CONTROL, A CREDIT-RATION EXPERIENCING SEVERE TURBULENCE.
    • POTENTIAL ISSUES FLYING KANGAROO OR DYING KANGAROO? • • • • GROWTH OF OIL PRICE EXCESS SUPPLE THE EMPHASIS OF CHEAP AIRFARE HIGHER COSTS AND TAX
    • REFERENCES • ALL ABOUT CUSTOMER MARKETING 2011, CUSTOMER MARKETING INTERNATIONAL, WHAT IS IT, VIEWED 25 JULY 2013, < HTTP://WWW.CUSTOMERMARKETING.COM/HTML/WHATISIT.HTM>. • BAGGAGE SERVICES 2008, BAGGAGE, QANTAS, VIEWED 27 JULY 2013, < HTTP://WWW.QANTAS.COM.AU/TRAVEL/AIRLINES/BAGGAGE-SERVICES/GLOBAL/EN>. • COLWYN, S2013, COMBINING CRM AND BIG DATA TO DRIVE LOYALTY, SMART INSIGHTS, VIEWED 25 JULY 2013, <HTTP://WWW.SMARTINSIGHTS.COM/CUSTOMER-RELATIONSHIP-MANAGEMENT/E-CRM-STRATEGY/QANTAS-CASESTUDY/>. • CUSTOMER CARE 2007, CUSTOMER CARE, QANTAS, VIEWED 27 JULY 2013, < HTTP://WWW.QANTAS.COM.AU/TRAVEL/AIRLINES/CUSTOMER-CARE/GLOBAL/EN>. • KOTLER, P, BROWN, L, BURTON, S, DEANS, K & ARMSTRONG, G 2010, MARKETING, 8TH EDN, PEARSON AUSTRALIA, FRENCHS FOREST, NSW. • RANJAN 2012, BE THE FIRST TO COMMENT, ALL OUT DETAIL, VIEWED 27 JULY 2013, <HTTP://WWW.ALLOUTDIGITAL.COM/2012/08/WHAT-IS-THE-DEFINITION-OF-SERVICE-MARKETING/>.