Marketing mix of Singapore Airlines (7Ps of Singapore Airlines)
This is a detailed analysis of the marketing mix of Singapore Airlines. It attempts to assess the usefulness of the airline’s 7Ps (Product, Price, Place, Promotion, Process, People, and Physical Evidence). Singapore Airlines – a 5-star airline, is the flag carrier airline of Singapore.
Products and services of Singapore Airlines
Singapore Airlines has different types of cabins (classes) i.e. Suites, First Class, Business Class, Premium Economy Class, Economy Class, and its recently integrated SilkAir Economy Class, and SilkAir Business Class. Suites are all about luxury that come up with 32” HD touchscreen monitors, fine dining, an exquisite range of toiletries, ultra-leather padded compartments, wardrobes, and others (Singapore Airlines, 2021).
The First Class provides passengers with private space, wide seat, mood lighting, inflight entertainment, and others. Even the seats in the Economy Class come up more personal space for them. These demonstrate that the products and services of Singapore Airlines reflect its positioning as a premium airline very well.
Pricing strategies of Singapore Airlines
As mentioned above, Singapore Airlines is a premium airline and therefore, it pursues a premium pricing policy. There is no doubt that the Suite services are expensive. However, the price is so expensive that most people around the world will not be able to afford it. For other services, the airline pursues competitive pricing policies to reflect the needs of its target audience.
Place/distribution channels of Singapore Airlines
Singapore Airlines’ main hub is at Singapore Changi Airport. It along with its subsidiaries flies to over 130 destinations around the world (Singapore Airlines, 2021). It is worth mentioning that the airline decided to scrap the ‘flights to nowhere’ idea after a thoughtful consideration. The idea was to offer passengers a three-hour sightseeing trip that would both take off from and land at Singapore’s Changi Airport (Pitrelli, 2020).
Customers wishing to travel with Singapore Airlines can book tickets via its website. They can also do so via the websites of tour operators and travel agents such as Skyscanner and Expedia.
Promotional strategies of Singapore Airlines
Singapore Airlines spends a huge amount of money on advertising. It usually spends around $100 million a year on advertising in both digital and print media. Its passenger loyalty programme KrisFlyer rewards passengers in many ways. For instance, passengers can earn miles by traveling with it and its partners and use the miles earned to travel to their favourite destinations and upgrade to higher classes.
The Facebook page of Singapore Airlines has 4 million followers. However, its Instagram page has 1.2 million followers and YouTube channel has just around 74 thousand subscribers. This demonstrates that the airline should work harder to have more followers and subscribers in its social media.
People strategies of Singapore Airlines
Singapore Airlines has around 17 thousand employees (Muller, 2020). However, it should be mentioned that it announced cutting jobs of around 4300 people both in Singapore and abroad (Freed, 2020).
The cabin crew of Singapore Airlines are highly friendly and professional whole undergo a long a four-month training programme. Its pilots also undergo a rigorous training programme to progress to higher positions within the group.
Process in Singapore Airlines
Different functions of Singapore Airlines go through different processes. For example, passengers can choose from a wide selection of meals with its ‘Book the Cook’ service which is very different from the meal services of most other airlines.
Physical evidence of Singapore Airlines
Singapore Airlines has some of the most comfortable and spacious aircraft in the world e.g. Airbus 1350-900, Airbus A380-800, Boeing 777-300ER, and Boeing 787-10. An exquisite range of toiletries, ultra-leather padded compartments, interiors, an excellent logo, and others add beauty to its physical environment.
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Last update: 02 March 2021
Freed, J. (2020) Singapore Airlines to cut 4,300 jobs, most in its history, available at: https://www.reuters.com/article/us-singapore-air-jobs-idUSKBN2611SU (accessed 01 February 2021)
Pitrelli, M. (2020) Singapore Airlines drops ‘flight to nowhere’ idea but will let people eat in an A380, available at: https://www.cnbc.com/2020/10/02/singapore-airlines-drops-flight-to-nowhere-but-will-sell-onboard-meals.html (accessed 02 February 2021)
Singapore Airlines (2021) Corporate Data, available at: https://www.singaporeair.com/en_UK/us/about-us/information-for-investors/corporate-data/ (accessed 02 March 2021)
Author: M Rahman
M Rahman writes extensively online and offline with an emphasis on business management, marketing, and tourism. He is a lecturer in Management and Marketing. He holds an MSc in Tourism & Hospitality from the University of Sunderland. Also, graduated from Leeds Metropolitan University with a BA in Business & Management Studies and completed a DTLLS (Diploma in Teaching in the Life-Long Learning Sector) from London South Bank University.