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Alaska Airlines Brand Strategy

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Page 1: Alaska Airlines Brand Strategy
Page 2: Alaska Airlines Brand Strategy

From your kind aunt to your hot cousin

Alaska Airlines is rebranding to be younger and sexier

Old New

http://www.adweek.com/news/advertising-branding/alaska-airlines-lands-mekanism-after-nearly-20-years-wongdoody-169536

Page 3: Alaska Airlines Brand Strategy

Quality of service and previous experience might be key points to Alaska

Delta Airlines Delta Air Lines is one of the world's largest airlines by traffic.Delta has good hardwares for passengers to work on the airplane. For business travelers, it's very convenient. From the content of their ads, their target audiences might be business travelers, and they want to attract business travelers by convenient working environment on the airplane.

Southwest AirlinesSouthwest has expanded its low-cost, no-frills, no-reserved-seats approach to air travel throughout the US to serve nearly 90 destinations across North America. From their content of ads, their target market might be people who want to save money, and they want to attract those people by a lot of discounts.

Competitors

Schedule (85%) and price (82%) are the first two things considered by travelers. Quality of service (58%) and previous experience with an airline (56%) also rank highly.

Hoover 02/2016

Page 4: Alaska Airlines Brand Strategy

To improve the quality of service, 3 things Alaska can do

Customer Service

App

Snack

Enviroment

Customer service interaction with airlines is always maddening and time-consuming to passengers. There is a newly-lunched app called "Service" which is third party app and trying to make the process quick and painless.

Recently, all four major American carriers( American, Delta, Southwest, United) bring the free snacks back in the economy class.Free snacks might not use to be a staple on flying, but people love it especially domestic air travel in the US.

73% of business travelers agree that business trips are a valuable part of their jobs, however more than one in five find traveling for work stressful (23%).

69% of business travelers miss the comforts of home, even during short business trips.

FeedlyMashable 01/2016

Page 5: Alaska Airlines Brand Strategy

How to make the environment has good interaction with two types of passengers

Two types of travelersThey find inspiration in the cloud

1 of 4 said they get their best ideas when traveling

They value time well spent

Strong consideration for reviews and recommendations 82% of leisure travelers consider reviews to somewhat important

11% Catch some sleep, 13% Read a book, 14% Order something frome the bar, 3% get right to work, 57% Check out inflight entertainment

Generally more price sensitive on hotel booking

63% of leisure travelers are price sensitive when deciding on which hotel to book with

https://www.revinate.com/blog/2014/10/business-vs-leisure-travelers-2014-google-report-part-4/

Page 6: Alaska Airlines Brand Strategy

5 things to improve Alaska’s branding

Hot cousin

● Alaska Airlines is rebranding to be younger and sexier

● Quality of service and previous experience are key points to make Alaska stands out.

● App, snacks, and environment are three things that we can use for customer service improving

● How can we make the environment on the airplane have good interaction with two types of passengers

Page 7: Alaska Airlines Brand Strategy

Thank you