SilkAir - Marketing Plan
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Marketing Plan and Brand promotional campaign for SilkAir India, under 15 Lakhs budget
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SilkAir - Marketing Plan
- 2. SilkAir (1992 to forever) Parent Company : Singapore Airlines Headquarters : Singapore Total Revenue : 965.7 (in Million USD) Fleet Size : 54 Reach : 13 Countries | Asia Pacific | 49 DesSnaSons Indian desSnaSons : Bangalore, Chennai, Coimbatore, Hyderabad, Kochi, Kolkata, Trivandrum, Visakhapatanam
- 3. SilkAir | Brand Culture -‐ More focus on Product over price.. -‐ SilkAir is not loud, but warm and reliable.. -‐ Brand is built to bring back the romance in flying.. -‐ Ryan Pua (VP, SIA) VISION : “SilkAir has always endeavored to deliver a flying experience that is enjoyable and assuring by placing its customer’s needs at the forefront of product offerings.”
- 4. SilkAir | Customer Grants -‐ 30 kg baggage for Economy Class -‐ 48 hours prior Check-‐in facility -‐ Extra legroom (onboard) -‐ Meal Onboard -‐ SilkAir Studio and Wireless ConnecSvity -‐ Onboard personal assistance
- 5. SilkAir | Indian Outlook -‐ “Expensive” Budget airlines -‐ Covers major ciSes -‐ Direct flight to Singapore -‐ Customer service An Outbound Indian Traveller’s Expecta:on : -‐ Customer pampering -‐ Travel Sming | Transit Sming -‐ All inclusive fare -‐ Exclusive Offers / Loyalty cards – KrisFlyer Miles
- 6. SilkAir | Travel DesSnaSon SegmentaSon
- 7. SilkAir | OpportuniSes Demography dividend : -‐50% of the total populaSon of India is under the age 26. -‐By 2020 the median age will be 29. -‐India is forecasted to be youngest country in the world. Per-‐capita Income : 2104 – 1646 USD 2017 – 2000 USD 2020 – 3500 USD TARGET THE YOUTH
- 10. SilkAir | Target the YOUTH Why YOUTH !! -‐ Make their first outbound experience in SilkAir. -‐ Focus on building brand loyalty -‐ The earning capacity and the spending habits have changed -‐ Rise of MNC apparel brands in India -‐ Growth of online shopping in India -‐ The youth book the Sckets for their parents -‐ They talk. Talk a lot. -‐ They are acSve in social media.
- 11. SilkAir | Earlier Campaigns -‐ Journeys to the treasure : The Explorer Campaign – Focused more on travellers seeking holidays in low profile / low cost Asian desSnaSons. -‐ Feel like home in the air : Describing the onboard experience as your second home, the campaign posiSoned as a service oriented carrier for both business passengers and for those on vacaSon. -‐ A Joy to Fly : The most promising campaign to the customers. This campaign has created a good impact on ensuring brand loyalty. End of the day, brand loyalty leads to brand recall. -‐ SilkAir Studio gadgets : Studio gadget give always was a good iniSaSve to reach the passengers of other aircrams.
- 12. SilkAir | Digital MarkeSng Scopes DIGITAL MARKETING SOCIAL MEDIA PRIMARY MEDIA WEBSITES SEARCH ENGINES BLOGS MOB APPS E-‐BOOKS FOCUSED PROMOTION FOCUSED + MASS
- 13. SilkAir | Digital MarkeSng Scopes -‐ Reaching the customer direct : The biggest advantage of digital markeSng is touching the target group directly. -‐ Cost effec:veness : Old school claims the power of reaching the mass, where as the new era is concerned more on focused selling. By invesSng only on potenSal prospects, we can ensure cost effecSveness. -‐ Good campaign – good reach : A good campaign can automaScally drive a good reach. -‐ Type of the ad : The promoSons can be in the form of a video, image, banner, arScle, feature, blog etc.
- 14. SilkAir | Digital PromoSons -‐ An extra ordinary love is best celebrated with an extra ordinary experience -‐ Liole joys maoers -‐ A joy to fly -‐ Business class experience Facebook Posts On : -‐ Father’s day / Chocolate day etc -‐ DesSnaSons and its specialSes -‐ Food and Culture Social Media Contests : -‐ AcSve #hashtag campaigns and contests helps in customer engagement, involvement and interacSon.
- 15. SilkAir | Digital PromoSons -‐ Local contests engaging the prospects would help to create a buzz. Eg : A treasure hunt game could be organized in a city where in the local level winner gets a chance to take a flight to another city as a part of the game. -‐ Keywords : SelecSng the right keywords along with updaSon of websites is an important aspect in digital promoSon. -‐ Increase the social media followers : It helps in reaching the mass with zero cost.
- 19. SilkAir | Campaign idea 2 Airport hoardings Most convenSonal way in ATL promoSons. A hoarding site on the way back from the airport with a catch line “Thank you for choosing SilkAir as your favorite“. This will help in increasing the brand recall, also to strengthen brand loyalty.
- 20. SilkAir | Campaign idea 3 Check In kiosk branding Check In kiosks are available in most of the airports now. The probability of branding the Check-‐in kiosk area or having an exclusive check-‐in kiosk for SilkAir – chances needs to be examined.
- 21. SilkAir | Campaign idea 4 Official Flying Partner : Kerala Blasters Celebri:es are the easiest way to connect with the mass. But endorsements are way too expensive and subjecSve to various other aspects too. Sports is the biggest medium of brand promoSon in India. Eg : Pepsi, Vivo, Oppo Se-‐ups with IPL Football – ISL just revamped the concept of football in India. Football in Kerala is more than a game. The crowd proves that. Why Kerala Blasters -‐ SilkAir Se-‐up with Kerala Blasters would give a greater look to the team -‐ Sachin Tendulkar is one of the owner and the brand man of Kerala Blasters -‐ A video or an ad shot inside SilkAir would have high mileage across all medias
- 22. SilkAir | References -‐hop://www.silkair.com/pdf/tender/SilkAir-‐Online-‐Media-‐Kit-‐2016.pdf -‐hops://www.planespooers.net/airline/SilkAir -‐hops://en.wikipedia.org/wiki/SilkAir -‐hops://blogs.thomsonreuters.com/answerson/indias-‐demographic-‐dividend -‐Shaping the future of travel in Asia Pacific | Frost and Sullivan -‐ Report