Introduction of singapore airlines. Explains about the brand building strategies of singapore airlines. Communicating the brand. Conclusion.

1. Presented by Shreekanth

3.  long-serving & iconic Singapore Girl
 Strong brand management driven primarily
by the SIA boardroom and top-management,
and the healthy brand equity
 Singapore Airlines and British Airways
launched the Concorde service between
London and Singapore-1977
 1st airline to fly theAirbus Super jumbo A-380
in 2007.

4.  Fully branded product/service differentiation
strategy
 Innovation, best technology, genuine quality
and excellent customer service - major drivers
of the brand.
 Pioneered many in-flight experiential and
entertainment innovations, and strived to be
best-in-class

5.  1st to introduce a choice of meals, free alcoholic
and non-alcoholic beverages, free headphones &
hot towels with a unique scent in all cabins.
 Differentiated the brand experience through
various in-flight perks
 Book the Cook
 Customer experience strategies-feel at home
 Menu includes authentic premium jasmine tea from
Fujian, green tea from Japan and masala fromAssam

9.  Certified Air Sommeliers - advise passengers on
the art of food and wine pairing
 New SilverKris Lounges are designed for
ultimate comfort
 Maintains one of the youngest fleet of aircrafts
 Stringent policy of replacing older aircrafts for
newer and fuel-efficient models
 Aircrafts have been sub-branded like 747-
Megatop and 777-Jubilee to further distinguish
SIA and its brand from competitors

12.  October 2006 - world’s widest First and Business
Class seats which transform into fully-flat beds
 1st airline to fly the Airbus Super jumbo A-380 in
2007 - garnered tremendous amount of
worldwide publicity
 Revenue generated by flying 455 passengers -
donated to three charities
 February 2013, 1st airline in the world to
introduce 3D games on its entertainment
system, KrisWorld.

15.  Sarong kebaya as the uniform designed by
Pierre Balmain - most recognized signatures
of the airline, and a very designated and
visual part of the entire brand experience.
 EncapsulatesAsian values and hospitality
 Most comprehensive and rigorous
recruitment and training programs -15 weeks
long

17.  “Singapore Airlines – A GreatWay to Fly”
 60-second commercial of a highly emotional
and mythical character to underline the
aspiration of the brand
 Focus on one aspect of the experiential brand
strategy – in-flight hospitality and warmth
featured by the Singapore Girl – rather than
messages.

18.  Recognizes each innovation has a relatively
short life span.
 Invest heavily in R&D, innovation and
technology to differentiate itself
 Customers’ perception of the price/value
equation, future buying behaviour (partly to be
influenced by the low-cost carriers) and loyalty
among other factors are crucial for the future.
 Strong brand equity is one of the most valuable
assets for the company