Service Marketing Presentation Swiss International Airlines

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A Class Presentation: A Service Marketing Analysis of Swiss International Airlines.

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Service Marketing Presentation Swiss International Airlines

  1. 1. Agbamu Kenoma Eugene Azubogu Chidubem Cletus Bovieri Tommaso Freiburghaus Steve Gagliati Marco Giuliani Sara Maria Labo’ Claudia Sarinelli Tiziano A class work on a Service Marketing analysis Toulouse Céline of Swiss International Airlines Masters in Marketing, Universita della Svizzera Italiana, Switzerland
  2. 2. CONTENT • Presentation of the  company  • Segment, Position and  Target • Experienced and Expected  Quality (Analyzing Swiss  with the Service encounter  model)   • Brand Image  • Marketing Communications  • Conclusions and  Recommendations
  3. 3. History • 1931  Foundation of Swissair • 1950’s New destinations and cooperations • 1990’s Cooperation agreements and new  strategies • 1998  Halifax crash • 2001  Bankruptcy ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐ • 2002 Foundation of SWISS • 2005 Lufthansa takes over SWISS 
  4. 4. Old Swiss Air Segmentation Positioning Business focus was on • Flag Ship Business of market growth to gain Switzerland penetration in both the: • Intercontinental Routes Market Segment • Differentiation Strategy: Positioned for Quality Service • Regional Market Segments
  5. 5. …Unfortunately Differentiation Strategy Strategy Inconsistency Low Cost Strategy Other Market Forces Unclear Positioning Bankruptcy
  6. 6. Rebranding Swiss International Airlines The Airline was later  rebranded to serve 3  segments and is now  positioned for High Quality,  Good Service, Safety and  Reliability
  7. 7. Service Expectation
  8. 8. Service Expectation Drivers • Food and beverages services  • Personnel  • Cabin features  • Internet services  • In‐flight activities • Airline Country of origin • Punctuality  • Speed  • Types of aircraft  • Safety
  9. 9. Pre‐flight Services  Online Check in Airport Lounges
  10. 10. In‐flight Services 
  11. 11. Image Total Perceived  Experienced  Expected Quality Quality Quality Image •Marketing  Communication Functional Quality •Sales Technical Quality •Onboard entertainment •Image •High quaity, safe  •Well trained airline crew and reliable airline  •Service differentiated •Word of Mouth •Offering: First, Business  •Public Relations service and Economic Class •Customer Needs and  •Comfortable airport  lounges Values
  12. 12. Brand Image
  13. 13. IMAGE BRAND: The brand image brings the  idea of a reliable, precise and  punctual company  in typical  Swiss style; this is recalled by  the colors and the design of  the brand.  EXPECTATIONS: EXPERIENCE:  Punctuality; Most of swiss user cite the efficient service,  ejoyable experience, the hardworking staff, the  Service precision; Reliability. cleanliness and the comfort of the aircrafts. Those  who have a bad opinion on the  company think that the prices are too high,  that the aircraft are uncomfortable  and that  the staff is impolite. DESIGN QUALITY: CUSTOMER PERCEIVED  RELATIONSHIP QUALITY: Exclusive; Staff politeness; QUALITY: Easy booking of flights (also without  Functional; Innovative. registration to the webside); Present for all passengers. The perceived quality is high for  most swiss users, the  experience in the whole is good. PRODUCTION AND  TECNICHAL QUALITY: DELIVERY QUALITY: High quality, Safe and reliable airline service. Efficient service on flight; Reservation 24/7; Favorable prices on selected routes; Swiss shop; Good value for money.
  14. 14. MARKETING COMMUNICATIONS Swissair implemented an Integrated Marketing Communication Strategy for  for its rebranding and repositioning campaign.  The main objective was to communicate  it’s new value as a safe, quality  and reliable airline.   The different channels explored as follows: 1) Advertising 2) Electronic marketing (internet) 3) Public relations 4) Direct marketing 5) Promotions
  15. 15. Conclusions and Recommendations Conclusions: • Meeting customer expectations • Communication issues • Problems linked to the bankruptcy Recommendations: • Make more advertisement to communicate the brand; • Add international flights to the route they have; • Stress the link between the company logo and the  Swiss flag that would bring to  the company a more reliable image; • Maintain a strategic focus on differentiation in service delivery; • Try, through advertising campaigns or buzz marketing, to delete the idea of the  bankruptcy linked to Swissair
  16. 16. Danke ! Merci !! Grazie !!! Thank You !!!!

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