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8/3/2019 Case Study Analysis Of swiss air
http://slidepdf.com/reader/full/case-study-analysis-of-swiss-air 1/8
CASE STUDY ANALYSIS OF
Current Positioning of brand:
8/3/2019 Case Study Analysis Of swiss air
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A QUICK LOOK
Founded 26 March 1931
Ceased operations 31 March 2002
Hubs Zurich AirportGeneva CointrinEuroAirport Basel-Mulhouse-Freiburg
Frequent-flyer program QualiflyerAirport lounge Swissair Lounges, Qualiflyer Lounges
Alliance Qualiflyer (now defunct)
Fleet size 76 (2002)
Destinations 157
Parent company SAirGroupHeadquarters Zurich Airport
Kloten, Switzerland
Key people Mario Corti, last CEO
Website swissair.com &sr692.com
Source: Wikipedia
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WHAT IS CURRENT BRAND IMAGE AND CUSTOMER
PERCEPTION OF SWISSAIR?
Positive Perceptions: Products and services the best in the world Dynamic Caring Successful Well-Known
Negative Brand Image: Lagging behind the competitors in terms of punctuality
Lack of Foresightedness Lack of global thinking
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WHAT IS THE CURRENT CUSTOMER
EXPERIENCE ON SWISSAIR
Customers were satisfied with swissair but had manycomplaints such as Seating discomfort in long haul flights in the economy class Lack of proper entertainment in long haul business class
Results: Decrease in the customer loyalty rates
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WHAT IS SWISSAIR’S PROMISE TO THE
CUSTOMERS?
Constant improvement in the services provided both on and off theairImprovement in the seat power
New improved in-flight entertainment features and gamesNew improved Food and beverage items
Revamped lounges Car hire product and gold card travel clubmembership for the frequent flyers
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HOW WOULD YOU EVALUATE THE
BRAND REPOSITIONING CAMPAIGN?
It is a structured campaign developed with a long term goal
It has been done by taking the customers into confidence
Repositioning done with the foresight of making swissair a superbrand
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CURRENT SCENARIO
Founded in 2002
Hubs Zurich AirportFocus cities •Geneva International
Airport•EuroAirport Basel-Mulhouse-Freiburg
Frequent-flyer program Miles & More
Airport lounge HON & Senator Lounge
Alliance Star Alliance
Subsidiaries Swiss European AirLines
Fleet size 80 (+6 orders)
Destinations 72
Company slogan Our sign is a promise
Parent company Lufthansa
Headquarters EuroAirport Basel-Mulhouse-Freiburgnear Basel, SwitzerlandRegister: Basel
Key people Harry Hohmeister(President and CEO)
Revenue CHF 4.8 billion (2010 )a Source: Wikipedia
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THANK YOU