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.

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  • Singapore Airlines-Flying High

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

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