The worlds most experienced airline

1. HELENE W.C
505720
SIYU JI
504843
CHRIS Y.J
505668
RIMA P.
504775

2. • “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)

3. OUTLINE :
• BACKGROUND
• CUSTOMER MARKETING
SERVICES MARKETING
BRANDING
•
•
•
CONCLUSION
POTENTIAL ISSUES
RECOMMENDATIONS

4. 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

5. 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)

6. 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

7. CUSTOMER MARKETING

8. CUSTOMER MARKETING
Qantas Loyalty
started in 1997 as a Frequent Flyers program
for high flyers and in 2007 created their
Qantas Loyalty
• SENDING TARGETED EMAIL CAMPAIGNS
• COOPERATING WITH BIG COMPANY
• USING NEW TECHNOLOGICAL SELLING CHANNEL

9. ADVICE
• DO MORE SURVEY TO SATISFY CUSTOMER’S NEEDS
• HOLD SOME ACTIVITIES TO LET CUSTOMER JOIN IN
• GIVE SOME DISCOUNT TO OLD CUSTOMER

10. 2. SERVICES MARKETING
Services
Marketing
Invisible
Perishable
Variable
Inseparable

11. BAGGAGE SERVICE
• DELAYED OR MISSING BAGGAGE
• DAMAGED BAGGAGE
• TIME LIMITS
(Picture Source: http://www.ausbt.com.au/photos/view/maxsize:467,260/5119a683016049809af92fe4767f2254-qantasluggage-baggage-bag-drop--pr.jpg)

12. CUSTOMER CARE SERVICE
• “YOUR VIEW IS IMPORTANT TO US”
• 24*7 HOT LINES
• RECEPTIONS
(Picture Source: http://www.qantas.com.au/img/760x411/intro-

13. ADVICES
• FOCUS ON CUSTOMERS’ SPECIAL REQUIREMENTS
• SERVICE RECOVERY
• MORE TRAINS ON STUFF

14. INDIVIDUAL PRODUCT DECISIONS
INCLUDE:
PRODUCT ATTRIBUTE DECISIONS
BRANDING
PACKAGING
LABELLING
PRODUCT-SUPPORT SERVICES

15. HOW QANTAS APPLY
BRANDING STRATEGY?

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

19. • THIS IS QANTAS LOGO.

20. A POWERFUL BRAND HAS HIGH BRAND EQUITY.
Qantas
Ad
http://www.youtube.com/watch?v=hbGuqmaDgLA

21. BRANDING
Brand
positioning
Brand name
selection
Brand
sponsor
decision
Brand
development
Brand
repositioning
Managing
brand

22. 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?

23. 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.

24. 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.

25. BRAND SPONSOR DECISION:
QANTAS USE CO-BRANDING STRATEGY NOWADAYS.
IT DIVIDES SERVICES INTO DIFFERENT UNITS AND BROADENS THE SERVICE
AREA.

26. 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.

27. 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.

28. POTENTIAL ISSUES
FLYING KANGAROO OR DYING KANGAROO?
•
•
•
•
GROWTH OF OIL PRICE
EXCESS SUPPLE
THE EMPHASIS OF CHEAP AIRFARE
HIGHER COSTS AND TAX

30. 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-CASESTUDY/>.
•
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/>.