INFLIGHT PRODUCTS
THE THREE PILLARS OF THE SINGAPORE AIRLINES BRAND INNOVATION SERVICE NETWORK
HOW TO USE THE PILLARS TO GET THE VALUE PROPOSITION OF SIA PRODUCTS
INNOVATION – Young Fleet, Latest Aircraft 19 in fleet / 5 firm
B777-300ER Next Generation 55 in fleet / 2 firm
A350 XWB New Equipment going to Brazil 0 in fleet / 70 firm
Better for the Environment INNOVATION – Young Fleet, Latest Aircraft Better for the Environment Better Technology Better Reliability Communication waves
SUITES SERVICE – SIA’S STRENGTHS Selection of the best Wines Champagnes / Book the cook Privacy / Luxury / Exclusive Turndown Service / Exquisite Dining (created by SIA celebrated International Culinary Panel) Non stop Entertainment – Krisworld – state-of-the-art inflight entertainment system
SERVICE – SIA’S STRENGTHS B777-300ER – Next Generation
SERVICE – SIA’S STRENGTHS B777-300ER – Next Generation First Class Business Class Economy Class New designed created by BMW group (fixed back shell) / Most Spacious first class product in the sky (increasing the width of the bed –80 to 82 inches and layer addition mattres for better sleep The largest full flat bed with 78 inches long / Best reclining at 132 degrees / Two new positions predefined seats – “Lazy Z” and “Sundeck” / An area for storing laptop and ammenities all in one panel of business Increase personal space and legroom / New backrest with support side / New head rest ergonomically sculpted whose holders have a longer range height
…new class for the market in Brazil (PEY) SERVICE – SIA’S STRENGTHS A350 Coming to Brazil Equipment totatlly new / More Profitable Route / More Economical Aircraft / New classes configuration (Business / PEY / Economy)… …new class for the market in Brazil (PEY)
SUITES NETWORK – HOW TO OVERCOME THE THREATS (COMPETITORS) AND ATTRACT WHOLE NETWORK SUITES Personal Inflight Chef / Vip Travel Concierge Service Shower SPA
B777-300ER NETWORK – HOW TO OVERCOME THE THREATS (COMPETITORS) AND ATTRACT WHOLE NETWORK Business Class: Seat Pitch Economy Class: Seat Pitch 60 32 79-80 33-34 B777-300ER 75 74 61 73 61
A350 – Coming to Brazil NETWORK – HOW TO OVERCOME THE THREATS (COMPETITORS) AND ATTRACT WHOLE NETWORK A350 – Coming to Brazil Tam – SAO/MAD Qatar – SAO/DOH (777) DOH/SIN (A350)
PROPOSAL - SUITES B2B Sales Campaing: 5 top sallers of Cabin – Inside Inspection Training for Virtuoso Travel Agents by SIA’s Sales Representative and offer giveaways B2C Bloggers: Permutation Virtual Reality 3D Tour - Exposition in Premium Shopping Malls - Prime Office Buildings Advertising in luxury travel magazines Celebrities - Permutations - Photos in Magazines
PROPOSAL – B777-300ER B2B Event to launch the next generation for the trade: Singapore Girls showing a model first class cabin (invite Trade Press) Sales Campaing – 8 top sallers win a wonderful experience to have the exquisite dinner in the first class served by the Singapore Girls B2C Model First Class Cabin – In Premium Shopping Malls Cupon for stand visitors with access code for discount when the purchase is made through the site - www.singaporeair.com
PROPOSAL – A350 B2B Event to launch the new equipament for the trade (invite Trade Press) FAMTOUR – Partnership with the Catalan Tourism Agency to top 10 sellers BCN destination Newletters – Mail News Seminar the travel angencies about the new cabin – PEY (Presentations and Giveways) – managed Sponsor seightseeing with night bikers and runners for the top travel agencies sellers SQ. Participants with shirts colors and logo of SQ and A350 . B2C Media – Radio – Luckydraw to the listeners of the radio to go to BCN with SIA in PEY watch soccer game (BFC) - Partnership with Catalan Tourism Agency Media – Prime time on TV – Showing the new Cabin PEY
PROPOSAL CONCLUSION Increase the communication waves with All up dates: Suites/ B777-Next Generation / A350 coming to Brazil: Social Media: Facebook / Instagran / Twitter CONCLUSION Increase the communication waves with marketing activities addressed to the target audience who use the Value Proposition Airlines.