The Airline
Essay by pannapple • June 19, 2013 • Study Guide • 527 Words (3 Pages) • 1,354 Views
* A personality for the ariline was chosen and manifested it in the design of everything, and in the choice and rewards for all staff.
* The AirLine joined forces with fashion label disigner Kate Spade
* The AirLine is also working on the posibility of making a joinventure with Disney, in order to supply their costumers with caulity entreiteiment on board.
* Song was created, in order to compete in the low-cost service AirLines market, such as JetBlue Airways
* The optimistic view of the brand
* Song AirLines offers organic food, a feature that none of the other Air Lines have to offer.
* Song AirLines wants to make position their bussines as a Luxury travel experience.
* They want to make the experience of travel one of culture rather than just another regular airline
WEAKNESSES AND THREATS
* People have so many options now; they can do so many things. If you can't live up to what's happening on modern television.
* People wet bored fast and ease now a days.
* Song's primary target were hip-professional women
* Delta's Subsidiary was launched post 9/11
* Most of the differential features that Song AirLines created, were mainly focus on luxury and style
* One of the main interests of the company was, to accommodate all Kate Spade ideas in the process of creating the Brand
* The brand is to focus on what the product is rather on the service they were offering
* All their effort where on creating and expressing feelings, about the product and not on the product itself.
* They were relaying on passengers automatically accepting their efforts on day to day services
* They were focusing only on taking control of events with in their reach and not does that weren't risking not meeting passengers traveling standards
* Their ad campaign was only supported by music and spirit, hopping that combined they would translate in a "clear" message for the future costumer.
CONCLUSIONS
In conclusion, Song Airlines' marketing and branding ideas were unsuccessful and ultimately failed in 2006 when they were forced to merged into Delta's mainline fleet. In just over three years, Song didn't make any profit whatsoever.
They delivered a quality, and luxury product which for a periodo of time was a prsendent
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