Tiger Brand Positioning Discussion Paper December 19 th , 2008 The document discusses positioning options for Tiger Airways in the Australian market as a low-cost carrier. It provides context on the airline market, outlines Tiger's marketing objectives to maintain sales and grow market share, and explores potential positioning statements centered around delivering reliable, affordable air travel. The recommendation is to position Tiger Airways as the only airline that passionately believes "Everyone deserves a reliable, cheaper way to fly."

1. Tiger Brand Positioning Discussion Paper December 19 th , 2008

4. Greenprint

7. our positioning key stakeholders our purpose our brand values features priority markets What we are trying to achieve The way we do things What we deliver Who we deliver to Competitive Set our vision our brand personality logo/tagline what we’re not emotional benefits functional benefits 1 2 5 Our competitive focus Groups we should consider in the communications mix Where our focus should be by geographic market and/or target audience/segments. Visual and audio identify and symbols The company’s fundamental reason for existence beyond just making money. A clear and compelling goal that is a unifying focal point for the entire organisation. A statement used internally to articulate our promise to our customers expressed as a differentiated benefit. The company’s essential and enduring tenets, not to be compromised for financial gain or short-term expediency. The character traits that most define our brand. Ensure character traits are clearly defined Attributes that define our service and products Tangible benefits derived from one or more service/ product attributes – the rational ‘what’s in it for me’ for the client Intangible benefits derived from one or more service/ product attributes – the emotional ‘what’s in it for me’ for the client tone of voice You can say the right thing about a product or service but it doesn't guarantee that anybody will listen. How can we say it in a way that people will relate to? 3 4

9. Market Context

13. Potential Positioning Support Masterbrand Positioning The Age “improves me” Product/ Service Reliability Empowerment WYSIWYG Price Scheduling Ease/No hassles Which product proof point is the most compelling and differentiating to add to price?

15. Positioning Options

16. Positioning – how it works CONSUMER INSIGHT The thing that you know about the consumer’s mindset that is most relevant to your objective BRAND INSIGHT The thing about your brand that addresses or answers the consumer insight POWERFUL TRUTH The thing we’re going to say to make them think/do/feel the desired out-take + = What about me? I’d like to visit my friends and family too, but I can’t afford it! Tiger Airways consistently delivers low cost, on-time air travel Everyone deserves a reliable, cheaper way to fly. + = Tiger Airways

17. Positioning – how it works CONSUMER INSIGHT The thing that you know about the consumer’s mindset that is most relevant to your objective BRAND INSIGHT The thing about your brand that addresses or answers the consumer insight POWERFUL TRUTH The thing we’re going to say to make them think/do/feel the desired out-take + = I’m sick of paying through the nose for crap service. Tiger Airways consistently delivers low cost, on-time air travel. Everyone deserves a reliable, cheaper way to fly. + = Tiger Airways

18. Positioning – how it works CONSUMER INSIGHT The thing that you know about the consumer’s mindset that is most relevant to your objective BRAND INSIGHT The thing about your brand that addresses or answers the consumer insight POWERFUL TRUTH The thing we’re going to say to make them think/do/feel the desired out-take + = I feel let down that air travel isn’t more affordable. Tiger Airways has the lowest operating costs in the category. Tiger Airways delivers consistently cheaper flights. + = Tiger Airways