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THINKING DIFFERENTLY /
When Rob Fyfe took office as CEO in 2005 he laid down a challenge to the entire business:
“Innovate, challenge boundaries and be nimble.”
This is the mindset we have followed ever since.
Global online sales - history
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200
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600
800
1,000
1,200
1,400
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FY03 FY04 FY05 FY06 FY07 FY08 FY09 FY10 FY11 FY12
PO
S $
mill
ion
s
Domestic Express
Tasman Express
Airpoints relaunch.
ISIS Grabaseat
MyAirNZ Tasman Seats to
Suit
ONLINE GROWTH /
CEO Challenge:
• Create an online vehicle to compete with LCC’s entering the NZ Market.
• Within 4 weeks, an idea was conceived, developed and launched.
Why Grabaseat?
WHAT ARE THE KEY OBJECTIVES FOR GRABASEATWHAT DOES THE BRAND STAND FOR?
O PROFIT & GROWTHO CUSTOMER SATISFACTIONO BRAND AWARENESSO REDUCED COSTS IN CUSTOMER SERVICEO POSITIVE WORD OF MOUTH – TALKABILITY
1. CHEAP FARES2. KIWIANA3. IRREVERENCE
THE GRABASEAT BRAND /
A KEY DRIVER OF TRAFFIC /
• 80% Prompted Brand Awareness in NZ.• And the Number One Airline Website (Hitwise)
THE BIGGEST SHIFT IN BUSINESS PRACTICE SINCE E-COMMERCE IS UPON US AS CONVERSATIONS ARE ALL ABOUT CONVERSION.
1990s 20002004/05 2006 2008 2009/10 2011
SOCIAL DARWINISM /
What the future holds /Technology is facilitating structural change in the way in which airlines (and tourism operators) distribute their product.
Air New Zealand will continue to be a leader in this changing landscape.
BUILDING BLOCKS
http://experiencecurve.com/archives/seven-building-blocks-of-the-social-web