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SCOOT AIRLINES

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by

CHERYL Tan

on 19 November 2014

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Transcript of SCOOT AIRLINES

SERVICES MARKETING (RECOMMENDATIONS)
SERVICE PRODUCT STRATEGIES
Core Product: Medium to long-haul flights

Expected Product: Scoot’s value for money, “Scootitude”

Augmented Product: In-flight features, personal device streaming, renting of a laptop/ iPad

Potential Product: Scoot’s Boeing 777 to Boeing 787 Dreamliner


SERVICE PLACEMENT
STRATEGIES
Service Pricing
Service offered are below cost price
Additional costs added are profits made on other services that are provided by the company
SERVICE PRICING STRATEGIES
Distribution occurs through three interrelated elements:

1. Information and promotion flow
Scoot first impression
Occurs when the consumer views Scoot’s website and follow their Facebook page
2. Negotiation flow
Transaction procedures and purchasing of air tickets
To sell the right to use a service
3. Product flow
Scoot’s service transaction is conducted remotely
Electronic Channels: Scoot’s Website, Call Centers available 24/7


INTEGRATED SERVICE COMMUNICATIONS
(IMC)
SITUATIONAL ANALYSIS
- Scoot was losing $25 million in two years due to insufficient aircraft to cover sectors as well as lots of money spent on advertising and promoting as it is a relatively new airline.

- However, Scoot introduced it's new Boeing 787 dreamliner aircraft to fly to more sectors to cover up losses
SCOOT
AIRLINES
BUS268
SERVICES MARKETING

SERVICE ENVIRONMENT (SERVICESCAPE)
CUSTOMER SERVICE
STRATEGIES
(PEOPLE & PROCESS)

Pleasant in flight service
Fun, vibrant and approachable crew known as “Scootitude”
Scoot cabin crew are required to undergo 6 weeks of intensive training programme before being qualified for the job training.
Consumers are willing to pay more due to higher level of perception


2. Ambience
Scoot’s website theme colors are yellow, white and black
Fun and cheerful look
Display of pictures to give an idea of the service they aim to provide

@ Check-in
ScootinStyle can be purchased for just SGD39 at Scoot’s check in counter in Changi Airport terminal 2
Relax for up to 4 hours at the exclusive SATS Premier Lounge at Singapore Changi Airport’s Terminal 2
Enjoy yummy food and beverages, shower facilities, comfy massage chairs and business facilities



SERVICE ENVIRONMENT (SERVICESCAPE)
1. Signs & Symbols
Scoot’s Logo is yellow in color which is bright, cheerful and quirky
Attracts attention
Can be seen on Scoot’s website, crew’s uniform and their fleet itself



2 communication channels:

Uncontrolled & Controlled

Uncontrolled:
Word of Mouth (WOM) A powerful communication tool that influences business results
Controlled:
Usage of Scoot’s channels

SERVICE ENVIRONMENT (SERVICESCAPE)
On board (Scoot Biz)
Wider legroom, more spacious
ScooTV streamed to passenger’s electronic gadgets


3. Aircraft
Furnishings are kept clean and tidy
White ceiling
Blue and orange colored seats



Scoot should
focus in flying direct to places like in-land China and India
. As those countries are often connected through a connecting flight which requires passengers to be transferred at a destination before arriving to their desired destination
Offer promotional products
. As the majority of people love freebies, and creating an event at which Scoot give away free merchandise or return ticket is more likely to draw customers that might not otherwise have been interested.

Implement a strict update on both of it’s physical and internal systems
such as the electronic systems and as well as full technical checks on it’s new and existing flights to ensure consistent flow of their systems.
INTRODUCTION TO ORGANIZATION SCOOT
Based in Singapore
Operates flights on medium and long haul routes that departs from Singapore
Flies to 13 destinations, which are around 5 to 10 hours away
Low cost long haul airlines (LCC)
Positioned as high for value LCC
Provides their very own “Scootitude” experience
Full transcript