100%(2)2 out of 2 people found this document helpful
This preview shows page 3 - 6 out of 15 pages.
Brand Positioning Process AirAsia uses brand positioning as it is a critical process to make a brand successful. (Karolina & Andrea, 2012). For identifying the key benefit and positioning approach, IDU table of Air Asia is needed. IDU table represent unique, deliverable of the brand and the importance to motivate target customers. Benefit Air Asia Tiger Airways Silk Air Jetstar Importance 3.13.2
Safety reputation 2 3 4 4 4 Price (value) 4 3 3 3 3 Variety of destinations in Region 3 3 2 4 2 In flight service 3 3 4 3 3 Accuracy of departure and arrivals 3 2 4 4 3 Total (2*4)+(4*3)+(3*2)+(3*3)+(3*3)=44 (3*4)+(3*3)+(3*2)+(3*3)+(2*3)=42 (4*4)+(3*3)+(2*2)+(4*3)+(4*3)=53 (4*4)+(3*3)+(4*2)+(3*3)+(4*3)=54 Diagram 1: AirAsia IDU Table According to this diagram, Jetstar is the market leader scoring 54 in brand preference, followed by SilkAir (53), Tiger Airways (42) and AirAsia (44). This also states that AirAsia may face difficulties in market. AirAsia has positioned itself as the leading low cost carrier with the philosophy of ‘Now Everyone Can Fly’ (AirAsia, 2009b). To increase value, AirAsia can improve on their safety reputation. For the strategy option, AirAsia can increase perceived delivery on importance, increase perceived importance of benefit, decrease competitor’s perceived delivery on important benefit, add new and unique benefit to product or change consumers’ choice rule. Based on these information, we note that AirAsia key benefit is its ticket pricing. AirAsia’s positioning approach should use transformational method because price is the benefit that focus on users. Brand Positioning Statement BRAND: AirAsia TARGET CUSTOMER: budget travellers, anyone looking to fly with affordable pricing CATEGORY: Customer needs: low cost options across Asia BENEFITS: Affordable tickets for everyone. Based on research, Target customer refers to budget travellers looking for low cost options across Asia. Category needs refers to affordable ticket prices provided by AirAsia. Benefits refers how easily available these tickets are. To people who uses airplane services, AirAsia provides airplane services that offers affordable ticket prices. 220.127.116.11.44.5
2. Key Benefit Claim AirAsia’s benefit claim is affordable tickets for everyone. 3. Objectives As a successful company, AirAsia should develop communication and behavior objective for each audience. Base on our discussion, we found that AirAsia should focus on two types of audience which is the Favourable brand switchers (FBSs) and the New category users(NCUs). FBSs is customer who did not have any loyalty on one brand. Those customer will follow their emotion to choose which company they decide to using their service. NCUs means that the customer did not contact to the company and did not using the company product or the customer did not using the company service and the other. New category customer is a target audience that full of the potential because they didn’t touch the area about the product or service from any company which mean that they are a blank pages customer. NCUs is the type of audience that AirAsia need to focus on.