Marketing Failure Case Study - Song airline
Marketing Failure Case Study - Song airline
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This 3 page Reader was uploaded by Stephanie Miller on Wednesday January 29, 2014. The Reader belongs to a course at University of California Santa Barbara taught by a professor in Fall. Since its upload, it has received 1126 views.
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Date Created: 01/29/14
Song Airline Marketing campaign To address the failures that Song encountered with its growth into a new market we will analyze the marketing mix it chose and how it failed in the areas of product distribution promotion and pricing The marketing campaigns first goal is to generate sales That means you need to show in some way that your product is better than your competitors This may be characterized in dozens of different ways speed price tasteetc Of course you cannot be too heavily rooted in this comparison factor as was seen with Gilette s campaign to market their brand39s excellence with the amount of blades on the device They were quickly beat by other brands that could advertise the same number or more blades for the closest shave A marketing campaign or branding of a good must convey those tangible characteristics that the consumer is looking for as well as the overall branding and intangible image A good example of this is seen in BMW car commercials The built of the car the speed that it travels the narrators voice talking about the experience and the manufacturing process of the car encompass the tangible needs that a consumer wants from the car Furthermore the tagline The Ultimate Driving Machine embodies what BMW is and provides an intangible branding of the best machine on the road Sound airline missed this entirely by focusing purely on intangible image branding of the company Pride amp Ferrell 2011 classify air travel as a service an application of human and mechanical efforts to people or objects to provide intangible benefits to customers This still means that the tangible aspects of the service ie air travel must be addressed in any branding campaign Those steps mentioned above must be followed with some structure or you risk creating a brand that consumers can appreciate but that has no real value to them Song does a good job of choosing a niche consumer for their product Carrie is the target consumer of Song airlines A mother of three kids married with an SUV Shops at Target has a tendency of reading high end literature and the occasional People39s magazine They are describing my mother as their target Now if I were to list some of the things that were most important in my Mom39s day to day life as she makes purchases it would be this safety of her children and family time efficiency not cheap but well priced spending time with her kids You can see that those priorities in my mother39s choices do not address travelling I might be entirely wrong but a mother with three kids isn39t travelling much Tickets for that many people is expensive and have you ever own with three kids It is a headache Furthermore I don39t see them being repeat customers because women in that position are not travelling much so that they can spend time with their kids Also I believe in most households it is still the man that takes care of the ight arrangements not mine though Even if they did find their niche target I don39t see this approach as the right one To create their marketing campaign and build their brand Song brings on Andy Spade Co creator of Kate Spade handbags The main difference I see in commercials or ads for Song and Kate Spade handbags is that in the latter the product is included in the branding message Song s video campaign has no reference to ights convenience or price This is a problem because in the airline business it is know that low price drives consumers The company culture and spirit that Song embodies is very important to separating yourself from the competition But this culture needs to translate into the Song experience Song branded their airline planes and all their goods well but I think they missed some of the fundamental elements I don39t see how artists carrying TVs is aligned with their brand or how they are targeting their niche consumer with this The narrator talks about the Song concept store in a mall being just another distraction that separates the consumer from their product There is a very strong positive sentiment around the Song gatherings where people who identify strongly with the brand come for a day of activities at the headquarters This is a strong display of loyalty to the idea of Song but it also needs to translate in large quantity to ticket sales at the end of the day These gatherings of Song supporters is a great way of building the tribe and making people feel like they are part of something This is a very important part of brand support after you have a large support base of customers like Saturn does The leaders of Song should be asking themselves questions of customer value Their customers are paying a certain amount of money and what is the value they receive in return In this case it is a pretty plane with colorful seats theatrical ight attendants people who are song and that is all Their competitors offer Comfortable seating priority seating best customer service and more ight destination and times all features that are advertised at a lower customer cost If you think about your own ticket buying habits we can find some more holes in their approach Firstly I usually buy my tickets from 3rd party sellers such as Orbitz or Expedia When I don39t sue these sites I buy from United airlines because I have a miles card with them Figuring out a way to break into these two purchasing methods is quintessential for the survival of an airline unless they are advertising the best customer service comfort or prices My thoughts and recommendations for Delta and Song airlines are as follows Finding out what your customer wants and needs is your only goal as a marketing team You can follow the advice of the two branding specialist towards the end of the documentary as far as tapping the subconscious desires and determining what key words must addressed by your campaign Creating an intangible value around your brand where people feel like they are part of a tribe and empowered to do what they will is essential to your long term goals However as a fundamental part of marketing you must engage possible customers with the product you are selling and relate that message you create to how the product can deliver it Ask yourself this question What is it at the end of the day that consumers do when they sit down to buy a plane ticket online These users are most likely typing their search into a search engine like Google or Bing Others are going through 3rd parties like Kayak Expedia or Orbitz The last group are most likely faithful to an airline because the airline targets their most needed ights in the best way possible with a combination of a loyalty card On another note I would suggest to change the name from Sound to something that has a more professional sounding name pun intended Sound is not a name that people recognize and mothers who are concerned with safety are more likely to gravitate to an airline with a strong reputation In this case I don39t think the name choice was ideal The target market of mothers with 3 kids is fairly small and probably not enough to make an entire airline succeed Furthermore at a very basic level this airline needed to find out what these women value what price they are willing to pay where do they travel to most often and what they really want from their airliner are all questions that should be addressed All of these elements of research would need to be addressed first by the product and second in the message The documentary ends with the camera focusing on a slogan of Song airlines Welcome aboard you shavvy shopper you What exactly are they pushing there Are they saying that the woman who they are targeting are savvy shoppers After spending millions on campaigns and research they found that their true customers needs are being a savvy shopper and that they are the airline for this customer I just don39t think they are targeting the right things I feel that with such a targeted market they could have easily saved a lot of money on advertising by targeting their message and medium to their market Perhaps an ad on internet shopping websites or in family house or mommy magazines or blogs would be more focused The leaders assigned to the growth of Song airline feared their company becoming a commodity and failing like thousands of other companies Hiring Andy Spade to create a powerful brand image that would allow them to leap over competition and engrain themselves in the lives of women was an ambitious plan that failed because they did not address the marketing needs that their consumer displayed Market research is integral to the growth of any company and Sound did very expensive research but decided not to address their customer needs but instead paint a picture of a beautiful world where Song and their consumers worked in harmony Prices safety or customer services were tossed aside in their ads for images of women laughing and compelling music Their research showed that over 50 of the time people who saw their ads didn39t even know that they were talking about an airline or Song That statement alone shows that the campaign was an overall failure and that the message that Song attempted to deliver to their consumers was never heard
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