This document summarizes the results of a dipstick survey conducted with 6 respondents in Saudi Arabia to understand consumer perceptions of airlines flying in and out of the country. The survey asked respondents to name top-of-mind airlines, their preferred airline for personal travel and business travel, which airline cares most about customers, and which car brand each airline would be if it were a car. The key learnings were that Saudi Arabian Airlines was at the top of mind for all participants and was the preferred airline for 4 out of 6 respondents for business travel. Emirates and Qatar were noted to be working hard to gain a good reputation in Saudi Arabia, while other airlines were seen as under-communicating.

1. Consumer Perceptions

2. Dipstick Survey
 This is by no means a scientific survey. We simply called six people and asked
them five questions
 Each respondent has a number instead of a name
 They were all based in Saudi Arabia.

3. Name three airlines flying in and out of KSA (Top-of-mind awareness)
1. SIA, Malaysia Airlines, Saudi Arabian Airlines
2. Emirates, Saudi Arabian Airlines, Sri Lankan
3. Saudi Arabian Airlines, Emirates, Qatar
4. Saudi Arabian Airlines, Emirates, Gulf Air
5. SAMA, Saudi Arabian Airlines, Qatar
6. Saudi Arabian Airlines, BMI, Emirates

4. Which airline do you prefer When you’re buying your own ticket?
1. SIA
2. Sri Lankan
3. Saudi Arabian Airlines
4. Saudi Arabian Airlines
5. Emirates
6. Saudi Arabian Airlines

5. Which is your preference if you are being sent on business?
1. Saudi Arabian Airlines
2. Emirates
3. Saudi Arabian Airlines
4. Saudi Arabian Airlines
5. Emirates
6. Saudi Arabian Airlines

6. Which airline you feel cares about you as a customer?
1. SIA
2. Sri Lankan
3. Saudi Arabian Airlines
4. None
5. Qatar
6. None

7. If each of those airlines were a brand of car what would they be?
1. SIA – Lexus LS 460
2. Emirates – Land Cruiser
3. Saudi Arabian Airlines – Mercedes Benz
4. Gulf Air – BMW, Infinity
5. Qatar – Rolls Royce
6. BMI – Mercedes, BMW

8. Learnings
 All participants have Saudi Arabian Airlines at the top of their minds.
 4 out 6 prefer Saudi Arabian Airlines for their business trips.
 Emirates & Qatar are working hard and gaining a good reputation in KSA
 Other airlines are under-communicating

9. Airlines Brand Strategy
December 2007
Creative Cut retains the intellectual property rights to this document. Unauthorized usage of the
ideas presented herein, or replication in any form is strictly prohibited

10. In a highly competitive and rapidly changing
industry where brand is the ultimate
differentiator, (Al Arobi for Trading Services)
sought to reposition there airline and find new
ways to reach its various customer segments.

11. We will work in partnership with (Al Arobi for
Trading Services) to identify new or hidden
market opportunities and to help position their
brand for short-term impact and long-term
value. We will then help articulate that
positioning through a clear and codified brand
architecture system.

12. How Competitive is the Business in the Arab region?
 Customers expect the higher standards of comfort &
service, but for a value of money fares.
 Airlines have to fight hard to win business from all
segments of the market.
 The introduction of low cost or single class airlines in ME
was inevitable.
 Fragmentation in the region’s airline industry has started
to happen & will grow.
 No frills carriers in the region are not a major competitor
as they only fly to intra-Arab destinations.
 A larger number of Arab tourists take their vacation within
the region.
 A number of businessmen travel within the region as they
are business hotspot.

13. World Scenario
 The successful low cost airlines are more profitable than
established carriers
 Ryanair has a market capitalisation of about £3 billion
 Globally, the largest and most successful low cost airline is
Southwest in the US

14. Pattern & Determinants of Demand in Airline Industry
Multiple periodic cycle
 Vary by Day
 Months
Causes for these cyclical changes
 Employment Schedule & tie-ups
 Wages and Salary
 Seasonal Changes in Climate
 School Hours and Vacations
 Occurrences of public or religious Holidays

15. Market Scene – Some Facts &
Analysis

16. Country Analysis Saudi Arabia
Population: 27,601,038
Pop growth rate: 2.06%
Age Structure: 0 - 14 years 38.2%
15 - 64 years 59.4%
65+ years 2.4%
Literacy: 78.80%
Saudi National's Expenditure on Tourism: $17 billion External/Internal
Preferences to Fly on Low-Cost Airlines: 10 million people including expatriates
Source: Economist Intelligence Unit

17. Country Analysis Saudi Arabia
26 Airports with a 28% growth of no.
of arriving & departing passengers
(1995 -2004)
Inbound tourism (2005) Outbound tourism (2005)
Trips: 8.037 million Trips: 4.403 million
Most popular reason for Saudis traveling abroad:
70% Holiday
Source: international visitor survey

18. Country Analysis Saudi Arabia 2005
Inbound Tourism x 1,000 Trips Outbound Tourism x 1,000 Trips
UA E 1043 UA E 718
511 Qatar 49
Q atar
138 O man 8
O man
K uwait 202
K uwait 1463
413
B ahrain 356 B ahrain
0 500 1000 1500 0 200 400 600 800
GCC Countries GCC Countries
Source: international visitor survey

19. Country Analysis Saudi Arabia 2005
Inbound Tourism x 1,000 Trips Outbound Tourism x 1,000 Trips
Y emen 262
Y emen 433
S y ria 577
P ales tine 9 S yria 705
L iby a 49
L ebanon 49
L ebanon 69
J ordan 279 304
J ordan
Iraq 52
E gypt 734
E gy pt 800
0 200 400 600 800 0 200 400 600 800
Other ME Countries Other ME Countries
Source: international visitor survey

20. Country Analysis Saudi Arabia 2005
Purpose of Visit
10% 4%
1% R eligious 8%
L eis ure/S hopping L eis ure/S hopping
18%
25% 46%
V is iting V is iting
F riends /R elatives F riends /R elatives
B us ines s
B us ines s
Health R elated
70% O ther
13% O ther
5%
Inbound Outbound
Source: international visitor survey

21. Sector Analysis Travel, Hotels and Resorts 2005 (GCC)
1% A irlines
12%
Hotels & R es orts
37%
C ar R ental
S ervic es
R es ort A reas
Travel S ervic es
28%
O ther S ervic es
7% 15%
Source: PARC

22. Sector Analysis Top Brands – All Media 2005
GCC ( 000 US$ )
Rank Brand Value
1 Emirates Airlines 8,492
2 Dubai Resort Area 7,429
3 Saudi Arabia 5,750
4 Saudia Airlines 5,631
5 Etihad 3,335
6 Malaysia Resort 3,202
7 Qatar Airway 2,957
8 Gulf Air 2,512
9 Egypt Resort 2,099
10 Turkey Resort Area 2,053
Source: PARC

23. Sector Analysis Media Split % 2005 (GCC)
2%
32%
Televis ion
Magaz ine
O utdoor
47% News paper
R adio
17%
2%
Source: PARC

24. Sector Analysis Media Expenditure
Source: MindShare

25. Sector Analysis Media Expenditure
Expenditure Split by Media 2006 Expenditure Split by Media 2007
HOL IDA Y R ES OR TS C ENTER
7000000 HOTEL
6000000 TR A V EL A G ENC Y
5000000
Million $
4000000
3000000
2000000
1000000
0
R
O
O
SS
TD
E
U
PR
O
TV
Source: MindShare

26. Communications – a snapshot

27. Messages in Most Popular Media Mix
Outdoor Press Radio TV
1. Airlines focus mainly 1. Airlines mainly use full 1. Radio is used from time 1. Most airlines create hi-
on destinations and or half page colour ads to time by most airlines production value TV
number of flights in graphic when they have special ads
fare offerings or news
2. They also use generic 2. Press is most used to 2. Most messages are
messages to enhance communicate short- constantly innovative
top-of-mind awareness term fare offers or new but stay with the brand
news, i.e. routes and promise
schedules

28. "Creative without strategy is called
'art'. Creative with strategy is called
'advertising'.”
Jef I. Richards

29. Do people “get” your strategy ?
Our role is to make it “clear”

30. Create a Brand Strategy
vision + actions + expressions + experience

31. Position your Brand
Positioning breaks through barriers of
oversaturated markets to create new
opportunities.
Lissa Reidel
FolioOne Ltd.

32. Create Customer Experience
Public space
experience Brand
reservation Check-in Check-out depart Follow-up Awareness
Brand & memory continues
Awareness
Planning arrival
Trip
Individual space
experience

33. By Choosing the right Brand Touchpoints
TV Press
Wireless
Direct Mail Email Magazines
Advertising
Loyalty
Competitions
Schemes In store Event Cause
Sponsorship Related Promotions
POS
SMS/Mobile
Content Sponsorship/
Creation Partnership
Online Advertorials/ Public
Expert Consumer Vouchers
Advertising Transportation
Editorial On Pack
Viral / WOM Email
Consumer
Online Consumer Lifestyle Trade
Content Entertainment Member
DR Press Shows
Schemes
Radio DR Online DR TV Posters
Outdoor Ambient
1 Awareness 3 Experiential
2 Conversations 4 Personal

34. Deliver the right message to each segment
Don’t treat me like
a child
“one message doesn’t fit all”

35. Let go of mindless segmentation
Treat markets like “people”
Bring back the love
And you might get some in return

36. A Brand is NOT just a Product!

37. Great Brands Need
 Story
 Design
 Emotions
 Communication
 Uniqueness
 Ubiquity
 Evolution
 Longevity

38. Where do we go
from here ?

39. Accountability to the Customer
Create Brand Vision (client)
Create Values Statement (client)
Create Meaningful Propositions (client)
Customer Delight at all Touchpoints (agency)
Communicate with Respect, Insight, Passion
(agency)

40. What can Creative Cut Do for You
 Brand building partnership
 World-Class Communications
 Cost-effective media buying (across the KSA region)
 Evaluation
 Cost-effective production
 Honest pricing
 Partnership

41. Baseline information to Request from You
1 Marketing Plan
2 Existing Marketing Research
3 Brand History
4 Strategic Planning
* To be provided by the client for proper brand positioning and creative
communication solutions

42. For more information, please contact:
Faris Jeddawi
jeddawif@creativecut.com

43. Appendix 1: Model for your Brand Communication
Message
Brand Insight Brand Truth Brand Promise
Need & usage drivers Brand Benefits Most compelling Tagline
Product features Life link Reason to buy brand
Brand Mission
Scope reason for
existence
Brand Target
Usage communication
Brand Positioning Brand Soul Brand Personality
Platforms Brand beliefs Behavior Appearance
Competitive slotting (values of brand) communication
positioning

44. Appendix 2: BTL Services
Creative Organizing &
Conceptualizing development implementing
ideas for of all types of promotions
consumer Point-of-Sale (including legal
promotions paraphernalia approvals &
Creative Cut permissions)
BTL Access to all
B to B creative
Services solutions
female universities
across KSA
(for hospitality In-store sampling
(for sampling,
industry, trade, (wet & dry)
annual days,
wholesale etc)
brand education
etc)
Licensed
Corporate events Product launch
Door-to-door
(e.g. inauguration/ events (planning,
sampling
/facilities/outlets, Road shows organizing &
operation
annual day, – across GCC executing such
– KSA wide
employee day, etc events)
(homes & offices)

45. Appendix 3: ATL Services
Television: Newspaper:
TVC’s, Programmers Magazines:
All Local and Pan Arab
sponsorships etc. All Local and Pan Arab
Dailies and Weeklies or
on Satellite TV Weeklies and Monthlies.
free Newspapers
(free to air & cable)
Radio: Internet:
Program sponsorships,
Banner ads, Flash,
interruption campaigns
Advergaming, opt-in
etc. on major local station
e-mail advertising etc.
Or Pan Arab.
Creative Cut
ATL
Services Outdoor:
Visibility of the ad in all Mobile Marketing:
major cities using the SMS, MMS, Bluetooth etc.
latest outdoor medium.