Competitve review

Direct competitors

Tiger Airways Tiger airways is a low cost airline which commenced its service on 25th march 2005 which is owned by Dahlia Investments Pte Ltd and Singapore Airlines. Tiger Airways is a short-haul budget airline that flies to destinations four hours away from Singapore. Tiger airways Ltd flies to countries like Australia, India, Bangladesh, China, Indonesia, Hong Kong, Malaysia, Philippines, Sri Lanka, Thailand, Taiwan And Vietnam. Tiger airways has a total number of 34 Airbus A320-200 aircrafts flying to 28 destinations. Their cabin crew consists of diverse mix of nationalities. Jetstar Jetstar airways is an australian low-cost airline the headquarter of which is in melbourne, australia. It was formed a s a result of its response to the threat posed by low-cost airline virgin australia. It si the daughter company of quantas. The services of the airlines extends from domestic, regional as well as international services from its main base at Melbourne Airport, using a mixed fleet of Airbus A320 family and Airbus A330 aircraft. Parent company qantas also has stakes in sister companies jetstar asia airways and valuair in singapore, jetstar pacific airlines in vietnam and new upcoming carriers in asia jetstar japan and jetstar hong kong. Air Asia X Air Asia X a low cost long haul segment was established in 2007 to provide high-frequency and point-to-point networks to the long-haul business. Air Asia Xs cost efficiencies are derived from maintaining a simple aircraft fleet and a route network based on low-cost airports, without complex code-sharing and other legacy overheads that weigh down traditional airlines without compromising on safety.

Indirect competitors
Singapore Airlines (SIA)

Singapore Airlines (SIA) is an airline company accorded by government of Singapore for international operations. They operate a hub in the airport. It is also known for being the worlds 2nd longest non-stop commercial flight from Singapore to Newark and Los Angeles. Singapore airlines also became the worldd largest passenger aircraft with the launching of Airbus A380. Singapore airlines flies to 63 destinations in 35 countries in 6 continents from its hub in

singapore. Its famous for its kangaroo route. Its target market is high income group from the age of 35 to 50 yrs from singapore.
Quantas

Quantas , Australias largest domestic and international airline. It originates from Queensland. Its one of the leading long distance airline and the strongest brands in Australia. It has a reputation for excellence in safety, operational reliability, engineering and maintenance, and customer service. Qantas headquarters are located in the Qantas Centre in the Mascot suburb of the City of Botany Bay, Sydney, New South Wales. Qantas still retains a 65 percent share of the Australian domestic market and carries 18.7% of all passengers travelling international. Qantas flies to 20 domestic destinations and 21 international destinations in 14 countries across Africa, the Americas, Asia, Europe and Oceania excluding the destinations served by its subsidiaries. In the entire Qantas group it serves 60 domestic and 27 international destinations. Domestically, Qantas advertises all direct flights between Adelaide, Brisbane, Canberra, Melbourne, Perth and Sydney as Qantas CityFlyer. Market shares Scoot is making Sydney its first target and it hopes to take market share from other carriers like Jetstar. Budget carriers account for nearly half of Australia's air travel capacity. budget carriers account for about 50 per cent of travel capacity in Australia and about 20 per cent in Asia. Adding on to this will be Scoot, Singapore Airlines' new budget carrier. Sales growth Scoot will set airfares at about 40 per cent cheaper than that offered by a normal full-service airline. Target markets The target market for scoot airways consists of budget flyers who use tlow cost carriers to fly to shorter distances , but have to adopt the expensive ones to fly the long-haul distances. Its the appropriate airlines for travellers who prefer a reasonable pricing with good service. The target market consists of male and females from Singapore And Australia of the age group 18- 30 yrs of age. Their income would range from medium to high. At present the promotional events focus on two markets only they are australia and singapore. Positioning To set their base in countries where their service is necessary and these destinations would be 5 to 10 hours away from singapore. Their service includes in-flight dining and a facility for extra heavy luggage along with the extra large seats and great entertainment. The safety measure

adopted by them focus on the passengers a lot. This can be done through employment of quality staff. Current advertising strategies
1. Under the new deal with low-cost carrier Scoot, an offshoot of Singapore Airlines, we

will be welcoming up to 2,000 international visitors who will be flying direct into the Gold Coast on five Scoot flights each week. 2. U decide the fair running a promotion through their social networks to let their fans decide their upcoming sale fares by reducing the price every time another person signs up to be a member (free). So far 17,000 people have done so. 3. Scoot are also using their social communities to help with recruitment, share relevant tips and trivia about Singapore and Australia, introduce the Scoot team members (individually), share videos and photos and even provide editable holiday greeting cards and videos. Media strategies Social media in its most true form is meant to be interactive, engaging and collaborative. It isnt meant just to replace a telephone, TV, newspaper or radio. Global networking websites such as facebook, blogs,twitter, youtube and the youdecide.flyscoot.com are the main media strategies used.all the strategies used have proven affective. Strength 1. Taking advantage of the community: people are showing interest in their brand so why waste all that market insight by not asking them for their ideas and suggestions? Its absolutely logical to ask your customers potential or real what they want to see/hear/buy from you. 2. Getting their fans invested in their brand before they even sell a fare. How many brands do people know that they feel some sort of emotional connection to? Are there many businesses that they feel like theyre apart of? Thats a rare thing to achieve and usually isolated to the big household names. But if they involve people in the decisionmaking of their company, they are going to feel a lot more emotionally invested in your their products. They are going to like them more. They are going to buy more. 3. Capitalising on holidays and events. They make a huge effort to post at least one (and mostly
more) message about every holiday that is relevant to their community. Christmas, Valentines Day, Chinese New Year, Australia Day etc. Not only do they do that but often they provide some sort of trendy customisable greeting card to send to friends with their branding included. 4. Humanising the brand : Social media is meant to be a humanising channel, which is why they all know not to put too much corporate-speak on there. But these guys are doing an exceptional job by using the right language/tone, asking questions, being a bit quirky and most of all introducing all their team members, complete with zany pics and descriptions of what they do.

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