Aspirational Branding

to Middle Class
Page 1 | MARKETING COMMUNICATION
 Fact Finding 1: Citilink target market belum jelas

Citilink,
cenderung
menuju ke
segmen A
dan B,
kurang
menyentuh
segmen
dibawahnya, B
dan

Are we your real target?

Page 2
 Fact Finding 2: Disappointed

Pesawatnya
selalu Delay

Pesawat-
Pesawatnya
tua.

Sulit untuk
mendapatkan
tiket

Harga tiket
tidak terjangkau
oleh segmen B
dan C

Page 3
 Fact Finding 3: Low Brand Awareness

Saya dan teman

Oh ..Citilink
saya tidak pernah
bagian dari
mendengar
Citibank ya?
Citilink

Saya tau, Citilink

perusahaan jasa
courier kan?

Citilink? Apaan
ya? Saya tidak
tahu!

Page 4
 Corrective Actions 1: Operational Improvement

CREW CREW
RECRUITMENT SCHEDULING
DAN TRAINING IMPROVEMENT
UNTUK Sebagai dasar
PEMENUHAN perbaikan brand ke
PILOT & FA
depan

OPERATIONAL
IMPROVEMENT
OPERATION
OTP RESERVATION
SYSTEM / LCC BUSINESS SYSTEM /
GENEVA NAVITAIRE
MODEL

Page 5
 Corrective Actions 2: Spirit On Time-Simple-Convenience

SIMPLE ON TIME CONVENIENCE

Page 6
 Tiket Citilink harganya terjangkau

Page 7
 Corrective Actions 4: New Distribution Channels

Memperbanyak channel
Memperkuat jaringan penjualan

Page 8
 Corrective Actions 5: Launch Mobile App

Pada tahun 2013

Citilink meluncurkan
aplikasi handphone
untuk Android, ios,
blackberry dan
windows phone

Page 9
 Corrective Actions 6: Promotion

Kerjasama dengan
Perbankan untuk
cicilan dan bunga
0% dan kerjasama
dengan hotel-hotel
untuk spesial
promo (boarding
pass)

Page 10
 Corrective Actions 7: Active promo buying ticket from website

Page 11
 Corrective Actions 8: Self Check in Kiosk

Page 12
 Corrective Actions 9: Brand Activation

Fashion Show diatas Pesawat Java Jazz

Hari Kartini Melamar di atas pesawat

Page 13
 Corrective Actions 10 : Brand Activation

Page 14
 Corrective Actions 11 : Strategic Partnership

Page 15
 Passenger Growth Overview : Jan-Sept 2013-2014
39.8% Total pax Jan to Sep
2013: 47,302,239 pax
2014: 46,659,011 pax

- 0,2% - 2.5% - 3.6% - 8.7% - 65.1% - 82.7% - 95.9%

C1 C2 C3 C4 C5 C6
C7
2013 3,8 11,1 23,7 2,1 5,2 468,9 198,8 590,7

2014 5,3 11,1 23,1 1,9 4,7 163,6 34,3 24,1

Dalam Juta

Page 16
Base : All respondents, n = 1504 DEMOGRAPHIC
OCCUPATION TOP 10 Mostly are employees especially those
working at private companies
Private employee 43.3%

Entrepreneur 25.9%

Housewife 12.9%

State owned employee 10.6%

Students 4.1%

Teacher/Lecturer 1.1%

Not working 0.7% C1 C2 C3

Driver 0.3% Total 208 333 670 269

Army/Police 0.3% Private employee 52.9% 42.0% 41.2% 41.6%
Doctor 0.1% Entrepreneur 26.0% 23.7% 27.6% 23.4%
Housewife 12.0% 16.2% 11.3% 14.1%
State owned employee 5.3% 10.2% 12.7% 10.4%
Students 2.4% 3.6% 3.9% 6.7%
Teacher/Lecturer 0.5% 0.3% 1.3% 1.8%
Not working - 1.8% 0.6% -
Driver - 0.6% 0.1% 0.4%
Army/Police 0.0% 0.3% 0.4% 0.0%
Doctor 0.5% - - -
Q. What is your occupation?
Base : All respondent, n = 1504 BRAND AWARENESS
By all respondents, Ci nk awareness is slightly higher , top of mind is 18% and recall is 49%.

Tom Recall Total

100% 100%
97%
95%
96%

48%
58% 68% 62%
49% 48%
48% 56%
41%
33%
21% 18% 16% 16% 17% 9% 23%
10% 4%
0% 1% 0.5% 0.2% 1%
C1 C2 C3 C4 C5 C6 C7 C8 C9

Q1. Speaking of airlines, which speci c airline do you remember?

Q2. Apart from the airline you just mentioned, what otherairlines do you remember? SPONTANEOUSLY, probe what else..
Q3. From the following airline, which other airline do you know?
 Citilink Growth Overview Jan-Sept 2013-2014

*USD(000)

Page 17
 OVERALL SATISFACTION INDEX
Base : All respondent, n = 1504
Compared with other brand, Ci nk achieves the highest score of
customer sa sfac n.

83%
81%
78%
76%

C1 C2 C3

Q23. How satis ed are you with service of the following airline? Scale 1-5,
 Twitter Growth Q3 2013 vs Q3 2014

Ada kenaikan sejumlah 114K dibanding

dengan tahun sebelumnya di Quarter
yang sama tahun lalu

Page 18
 Mobile Apps Growth Q3 2013 vs Q3 2014

Page 19
 Facebook growth Q3 2013 VS Q3 2014

Page 20
 Youtube growth 2013 VS 2014

Page 21
 Website growth 2013 VS 2014

Page 22
+

Terima Kasih

Page 23 2013 2014 HI-LIGHT | MARKETING COMMUNICATION