Marketing Mix Of Singapore Airlines and 7Ps (Updated 2024)

The Marketing mix of Singapore Airlines analyses the 7Ps of Singapore Airlines, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Singapore Airlines. Singapore Airlines is associated with the airline industry and is the flag carrier of its country. It is majority-owned by its government and by Temasek Holdings. The company was founded as Malayan Airways in 1947 and commenced operations as Singapore Airlines in the year 1972 October 1st. It operates with the help of several airline-related subsidiaries and is allied with Star Alliance. Singapore Airlines was selected as the launch customer of the largest passenger aircraft in the world, Airbus A380. It faces competition from the following airlines.

• Cathay Pacific
• Qantas Airways
• Air India

About Singapore Airlines

• Type: Airlines
• Industry: Aviation
• Founded: January 28th 1972
• Founders: Lee Kuan Yew, Goh Keng Swee, Hon Sui Sen
• Headquarters: Singapore
• Area served: Over 130 cities in 60 countries
• Current CEO: Goh Choon Phong
• Number of employees: 27,000
• Major products: Passenger and cargo transportation

Singapore Airlines Product Strategy

Singapore Airlines occupies the tenth position globally in terms of carrying international passengers. By the end of January 31st, 2017, it had a fleet of 111 aircraft, including Boeing 777, Airbus A380, Airbus A350, and Airbus A330. Singapore Airlines Economy Class – They consist of slimmer seats and adjustable headrests.

The new Product Mix of Singapore Airlines in 2024 is as follows (Source).

1. Expanded Flight Services: They are increasing flight frequencies to several destinations, returning some routes to pre-pandemic levels, and even exceeding them in some instances. This includes increased services to key markets like Ahmedabad, Beijing, Shanghai, Copenhagen, Da Nang, Darwin, Melbourne, Perth, Dubai, Tokyo-Haneda, and Seattle.
2. Use of Various Aircraft Types: Singapore Airlines is utilizing a mix of aircraft for different routes, including the widebody Airbus A350-900 for medium-haul flights and the return of the Airbus A380 on the Singapore-Frankfurt route.
3. New and Resumed Direct Services: Direct services are being reinstated on routes like Singapore-Barcelona, and new routes are being introduced, such as additional services to Melbourne and Perth.
4. Enhanced Frequency on Existing Routes: Routes like Singapore-Kuala Lumpur are seeing an increase in frequency, offering more options for travelers.
5. Adaptation to Market Demand: The airline is adapting its services to market demand, such as gauging aircraft on routes to meet travel needs, like the change from Boeing 737 Max 8 to Airbus A350-900 for the Singapore-Male route.

Singapore Airlines Pricing Strategy

Singapore Airlines’ pricing and marketing strategy can be characterized by its dynamic pricing and segmented approach, reflecting its position as a premium carrier in the global aviation market. Singapore Airlines constantly adapts to the target market and demand to cover its costs and maximize revenue. Here’s an expert-like breakdown:

1. Premium Pricing for Luxury Services: Singapore Airlines is known for its high-end services, especially in Business and First Class. They maintain a premium pricing strategy for these segments, offering luxury experiences that justify the higher cost.
2. Dynamic Pricing Based on Demand: The airline employs dynamic pricing, adjusting fares based on demand, seasonality, and route popularity. This approach helps in maximizing revenue while staying competitive.
3. Segmented Pricing Structure: They offer a range of fare types within each cabin class, from more restrictive, budget-friendly options to flexible, higher-priced tickets catering to different customer needs and preferences.
4. Strategic Promotions and Partnerships: Singapore Airlines frequently rolls out promotional fares and partners with other entities (like credit card companies or travel agencies) to offer special deals, attracting a broader customer base.
5. Loyalty Program Benefits: Through their KrisFlyer loyalty program, they provide value to frequent flyers, offering redeemable points and tier-based discounts, which helps customer retention and encourages repeat business.

Singapore Airlines Place Strategy

Singapore Airlines has its headquarters base at Airline House in the Changi area located in Singapore, and it operates from its hub at Singapore Changi Airport. It is a primary carrier in North America, Europe, and the Pacific region. It has extended its global presence to ninety cities in nearly forty countries, including Dubai, Australia, Thailand, Bangkok, the United States, and the United Kingdom.

It has a widespread distribution, marketing, and sales network, including services of its website, affiliated portals and companies, tour operators, and travel agents for booking tickets and offering related services. Singapore Airlines has a trained and capable workforce that includes 24,574 employees by the end of the financial year 2015-16 to help in speedy and efficient operations.

Singapore Airlines’ target marketplace marketing strategy can be summarized in the following points:

1. Global Network Expansion: The airline is increasing flight frequencies to numerous destinations, including key markets like Beijing, Shanghai, and Melbourne, effectively expanding its global reach.
2. Restoring Pre-Pandemic Services: Many routes are being returned to pre-pandemic levels, demonstrating a recovery strategy and commitment to regular service restoration.
3. Strategic Deployment of Aircraft: Singapore Airlines strategically deploys various aircraft types, like the Airbus A350-900 and the Airbus A380, to optimize capacity and efficiency on different routes.
4. Introduction of New Routes: The airline is introducing new routes and reinstating direct services between Singapore and Barcelona, catering to emerging travel demands and market opportunities.
5. Enhancing Connectivity: With increased flight frequencies and new services, Singapore Airlines is enhancing connectivity, offering travelers more flexible and frequent options.

Singapore Airlines Promotion Strategy

The promotional and advertising strategy in the Singapore Airlines marketing strategy is as follows:

Singapore Airlines has launched the Frequent Flyer program to reward its loyal customers by offering several incentives. A regular passenger can earn miles and get several benefits. The company has implemented Pull and Push marketing strategies to garner a large customer base. It advertises with the help of ad campaigns in electronic media like television and print media like brochures, banner advertising, and newspapers. Singapore Airlines has also taken the help of social media platforms and advertisers via its website and associated portals, along with platforms like Blogs, Facebook, Twitter, and YouTube. It promotes direct dealings and maintains contact with frequent flyers by periodically messaging and emailing them special offers and incentives.

Some Recent Video ads and Print ads for Singapore Airlines are:

Singapore Airlines People Strategy

The “People” element of the Service Marketing Mix for Singapore Airlines can be highlighted through several vital points that showcase the airline’s commitment to its customer’s exceptional service, professionalism, and customer satisfaction. Here’s an overview:

1. Highly Trained Staff: Singapore Airlines invests significantly in the training and developing its staff, ensuring they are equipped with the necessary skills to provide high-quality service. This includes comprehensive training programs for flight attendants, pilots, and ground staff, focusing on safety, customer service, and operational excellence.
2. Customer-Centric Approach: Employees at Singapore Airlines are known for their customer-centric approach, going above and beyond to meet passengers’ needs and preferences. This approach is embedded in the company culture, encouraging staff to deliver personalized and attentive service.
3. Multicultural and Diverse Workforce: Singapore Airlines employs a multicultural workforce reflecting the global nature of its operations. This diversity enables the airline to cater effectively to its international customer base’s varied cultural needs and expectations.
4. Service Excellence Ambassadors: Singapore Airlines’ cabin crew, often called Singapore Girls, are iconic symbols of the airline’s commitment to service excellence. They are ambassadors of Singaporean hospitality and culture, recognized worldwide for their professionalism and grace.
5. Employee Engagement and Satisfaction: The airline strongly emphasizes employee satisfaction and engagement, recognizing that happy employees are more likely to provide superior service. Singapore Airlines frequently takes initiatives to boost staff morale, such as recognition programs, career development opportunities, and supportive work environments.
6. Innovation in Service Delivery: Singapore Airlines encourages its staff to adopt innovative approaches to service delivery. This includes leveraging technology to enhance the passenger experience and encouraging employees to develop creative solutions to improve service quality.
7. Feedback and Continuous Improvement: The airline actively seeks and values customer and staff feedback. This feedback is used to improve service standards and address any areas of concern continuously. Employees are encouraged to share their insights and suggestions for improvement.

Singapore Airlines Process Strategy

The “Process” element in the Service Marketing Mix of Singapore Airlines refers to the procedures, mechanisms, and flow of activities by which services are consumed. Singapore Airlines is known for its efficient and customer-friendly service delivery processes. Here are several key points that illustrate the processes of business class Singapore Airlines:

1. Seamless Booking and Ticketing: Singapore Airlines offers an easy and user-friendly online booking system that allows customers to book flights, select seats, and customize their travel experience with additional services. The process is designed to be seamless, from searching for flights to completing the purchase.
2. Check-in Procedures: The airline provides multiple check-in options, including online check-in, mobile check-in, and kiosk check-in at the airport, to streamline the process and reduce waiting times. These flexible options cater to the convenience of all types of travelers.
3. Baggage Handling: Singapore Airlines has an efficient baggage handling process, with clear guidelines on baggage allowances and procedures for special or oversized luggage. The airline also uses advanced technology to track luggage, minimizing the chances of lost baggage.
4. Boarding and In-Flight Services: The boarding process is organized and prioritized to ensure passengers’ smooth and efficient experience. Once onboard, Singapore Airlines’ in-flight services are structured to provide maximum comfort and satisfaction, including meal service times, entertainment options, and in-flight assistance.
5. Customer Service and Support: The airline has a robust customer service system includes phone, email, and social media support. Singapore Airlines also offers a comprehensive FAQ section and a customer service center for resolving issues and answering queries.
6. Safety and Security Procedures: Safety and security are paramount in all Singapore Airlines’ processes. The airline adheres to strict safety protocols during boarding, flight, and landing, ensuring that all safety measures are communicated to passengers.
7. Feedback and Service Recovery: Singapore Airlines has a structured process for collecting customer feedback and addressing complaints. This includes post-flight surveys, feedback forms, and a dedicated customer service team to handle service recovery, ensuring continuous improvement in service quality.
8. Loyalty Program Management: The airline’s loyalty program, KrisFlyer, is managed through a systematic process that allows members to earn miles, redeem awards, and enjoy various benefits. The process is designed to enhance customer loyalty and engagement.

Singapore Airlines Physical Evidence Strategy

The “Physical Evidence” component of the Service Marketing Mix refers to tangible products, the environment in which the service is delivered, and any tangible elements that facilitate the service or help consumers evaluate the service. For Singapore Airlines, physical evidence shapes customer perceptions and experiences. Here are several points highlighting the physical proof of Singapore Airlines:

1. Branding and Aesthetics: Singapore Airlines’ logo, the iconic “SilverKris,” and the distinctive batik motif on the cabin crew uniforms are significant elements of its physical evidence. These visual elements contribute to the airline’s strong brand identity and are recognized globally.
2. Aircraft Fleet: The modern and well-maintained aircraft fleet of Singapore Airlines serves as physical evidence of its commitment to safety, comfort, and technological advancement. The exterior and interior designs of the planes reflect the airline’s focus on quality and luxury.
3. Cabin Design and Comfort: The design of the cabin interiors, including the seating arrangements, lighting, and cleanliness, offers tangible proof of the airline’s service quality. Different classes, such as Suites, First Class, Business Class, Premium Economy, and Economy, have distinct features and amenities tailored to customers’ needs and expectations.
4. In-Flight Amenities: Tangible items such as in-flight entertainment systems, meals served on board, amenity kits, and bedding in higher classes contribute to the physical evidence of the airline’s service. These amenities enhance the overall passenger experience.
5. Lounges: Singapore Airlines’ exclusive airport lounges, such as the SilverKris Lounges and The Private Room, offer passengers a luxurious and comfortable environment while waiting for their flights. These lounges provide physical evidence of the airline’s premium service with their design, facilities, and hospitality.
6. Uniforms: The cabin crew’s uniforms, particularly the sarong kebaya worn by the female flight attendants, symbolize the airline’s heritage and serve as physical evidence of the professionalism and elegance that Singapore Airlines represents.
7. Ticketing and Boarding Passes: The design and functionality of Singapore Airlines’ ticketing and boarding documents contribute to the overall service perception. Even these elements are designed with attention to detail and brand consistency.
8. Website and Mobile App: The airline’s digital presence, including its website and mobile app, serves as virtual physical evidence. These platforms’ design, usability, and functionality reflect the airline’s commitment to customer service and technological innovation.
9. Advertising and Promotional Materials: Singapore Airlines’ advertising and promotional materials, which showcase the luxury and quality of its services, also constitute physical evidence. These materials help to shape expectations and perceptions of the airline’s service standards.

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