HELENE W.C 505720

SIYU JI 504843

CHRIS Y.J 505668

RIMA P. 504775

QANTAS AIRWAYS LTD

•“QUEENSLAND AND NORTHERN TERRITORY AERIAL SERVICES”

•THE FLYING KANGAROO

•FOUNDED IN 1920

•OVER 8,500 CABIN CREW(Picture source: http://4.bp.blogspot.com/-zE24mN8w2sE/T4UQKrtfUOI/AAAAAAAAABs/h7qxtfy1-NE/s200/qantas-logo.jpg)

OUTLINE :

• BACKGROUND

• CUSTOMER MARKETING

SERVICES MARKETING

BRANDING

• CONCLUSION

• POTENTIAL ISSUES

• RECOMMENDATIONS

WHY CUSTOMERS CHOOSE QANTAS?•THE LARGEST AUSTRALIAN AIRLINE

•THE SECOND OLDEST

AIRLINE WORLDWIDE

•65% OF THE AUSTRALIAN DOMESTIC

•MORE THAN 9 MILLION MEMBERS

•MORE THAN 400

PROGRAMMED PARTNERS

ACCORDING TO COLWYN’S STUDY (2013), QANTAS ‘S MEMBERSHIP AND PROFITS HAVE INCREASED BY 60% AND 80% RESPECTIVELY SINCE 2006.

(Picture source: http://us.123rf.com/400wm/400/400/marish/marish1206/marish120600009/13955804-box-with-question-mark-icons.jpg)

Recently Success

CUSTOMER MARKETING

• USES PROCESS CONTROL TECHNIQUES TO MEASURE, MANAGE AND IMPROVE CUSTOMER PERFORMANCE AND CUSTOMER FOCUS

Customer performance factors are:

• Customer Profitability• Customer Behavior • Customer Satisfaction

CUSTOMER MARKETING

CUSTOMER MARKETING

• SENDING TARGETED EMAIL CAMPAIGNS

• COOPERATING WITH BIG COMPANY

• USING NEW TECHNOLOGICAL SELLING CHANNEL

Qantas Loyaltystarted in 1997 as a Frequent Flyers program for high flyers and in 2007 created their Qantas Loyalty

ADVICE• DO MORE SURVEY TO SATISFY CUSTOMER’S NEEDS

• HOLD SOME ACTIVITIES TO LET CUSTOMER JOIN IN

• GIVE SOME DISCOUNT TO OLD CUSTOMER

2. SERVICES MARKETINGServices

Marketing

Invisible

Variable Inseparable

Perishable

BAGGAGE SERVICE

• DELAYED OR MISSING BAGGAGE

• DAMAGED BAGGAGE

• TIME LIMITS

(Picture Source: http://www.ausbt.com.au/photos/view/maxsize:467,260/5119a683016049809af92fe4767f2254-qantas-luggage-baggage-bag-drop--pr.jpg)

CUSTOMER CARE SERVICE

• “YOUR VIEW IS IMPORTANT TO US”

• 24*7 HOT LINES

• RECEPTIONS

(Picture Source: http://www.qantas.com.au/img/760x411/intro-first_03.jpg)

ADVICES

• FOCUS ON CUSTOMERS’ SPECIAL REQUIREMENTS

• SERVICE RECOVERY

• MORE TRAINS ON STUFF

INDIVIDUAL PRODUCT DECISIONS INCLUDE:

PRODUCT ATTRIBUTE DECISIONS

BRANDING PACKAGING

LABELLING

PRODUCT-SUPPORT SERVICES

Now let us focus on branding

HOW QANTAS APPLY BRANDING STRATEGY?

WHAT IS A BRAND?

IN FACT, BRANDING HAS BECOME A MAJOR ISSUE IN PRODUCT STRATEGY, REQUIRING A NUMBER OF DECISIONS

• THIS IS QANTAS LOGO.

A POWERFUL BRAND HAS HIGH BRAND EQUITY.

Qantas Ad

http://www.youtube.com/watch?v=hbGuqmaDgLA

BRANDING

Brand positioning

Brand name

selection

Brand sponsor decision

Brand developme

nt

Brand repositioni

ng

Managing brand

HOW DO YOU THINK OF QANTAS?

WHEN WAS THE LAST TIME YOU FLEW IT AND HOW IS IT?

IS IT ON TIME AND GOOD SERVICE?

WHY DO YOU CHOOSE QANTAS?

BRAND POSITIONING:

QANTAS WAS BORN IN 1920. IT HAS A LONG HISTORY.

WHEN IT STARTED TO CARRY CUSTOMERS, THE MAIN IDEA OF THE BRAND WAS HIGH TECHNOLOGY.

BRAND NAME SELECTION:

THE BRAND NAME IS THE ABBREVIATION OF INITIAL OF “QUEENSLAND AND NORTHERN TERRITORY AERIAL SERVICES”. PUT ALL INITIALS TOGETHER IS QANTAS.

QANTAS CHOOSES KANGAROO AS THEIR LOGO TO INDICATE RELIABLE, SAFE, GOOD SERVICES AND HIGH TECHNOLOGY.

BRAND SPONSOR DECISION:

QANTAS USE CO-BRANDING STRATEGY NOWADAYS.

IT DIVIDES SERVICES INTO DIFFERENT UNITS AND BROADENS THE SERVICE AREA.

BRAND DEVELOPMENT

Now there are Qantas which is focus on full service airline, Jetstar which is fantastic by its low cost and convenient, Frequent flyer which is in loyalty program and normal Freight.

REPOSITION BRAND:

 

FLYING KANGAROO OR THE DYING KANGAROO?

FROM THE REPORT IN DECEMBER 2012, PROFITS IS IN A NOSE-DIVE, A SHARE PRICE SPIRALLING SEEMINGLY OUT OF CONTROL, A CREDIT-RATION EXPERIENCING SEVERE TURBULENCE.

POTENTIAL ISSUES

FLYING KANGAROO OR DYING KANGAROO?

• GROWTH OF OIL PRICE

• EXCESS SUPPLE

• THE EMPHASIS OF CHEAP AIRFARE

• HIGHER COSTS AND TAX

SATISFIED CUSTOMER’S NEEDS

OFFERED HIGH LEVEL OF SERVICES

Conclusion

REFERENCES• ALL ABOUT CUSTOMER MARKETING 2011, CUSTOMER MARKETING INTERNATIONAL, WHAT IS IT,

VIEWED 25 JULY 2013, < HTTP://WWW.CUSTOMERMARKETING.COM/HTML/WHATISIT.HTM>.

• BAGGAGE SERVICES 2008, BAGGAGE, QANTAS, VIEWED 27 JULY 2013, < HTTP://WWW.QANTAS.COM.AU/TRAVEL/AIRLINES/BAGGAGE-SERVICES/GLOBAL/EN>. 

• COLWYN, S2013, COMBINING CRM AND BIG DATA TO DRIVE LOYALTY, SMART INSIGHTS, VIEWED 25 JULY 2013, <HTTP://WWW.SMARTINSIGHTS.COM/CUSTOMER-RELATIONSHIP-MANAGEMENT/E-CRM-STRATEGY/QANTAS-CASE-STUDY/>.  

• CUSTOMER CARE 2007, CUSTOMER CARE, QANTAS, VIEWED 27 JULY 2013, < HTTP://WWW.QANTAS.COM.AU/TRAVEL/AIRLINES/CUSTOMER-CARE/GLOBAL/EN>. 

• KOTLER, P, BROWN, L, BURTON, S, DEANS, K & ARMSTRONG, G 2010, MARKETING, 8TH EDN, PEARSON AUSTRALIA, FRENCHS FOREST, NSW.

• RANJAN 2012, BE THE FIRST TO COMMENT, ALL OUT DETAIL, VIEWED 27 JULY 2013, <HTTP://WWW.ALLOUTDIGITAL.COM/2012/08/WHAT-IS-THE-DEFINITION-OF-SERVICE-MARKETING/>.

THANK YOU