Song Airlines

Song Airlines

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Case II: datril | Marketing Management

Case III: SONG

Marketing Management

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JANUARY 21, 2017

TEAM 4:

Facts

* Song Airlines was meant to serve as a low-cost airline.

* Launch of the airline at the worst time for this market (just after 11/11/01).

* Its target market is a stylish and hype professional woman; “Gate keepers of travel decisions”

* Principal idea: “Seduce woman and they will bring the other travelers”.

* Extensive marketing research before launching the brand.

* Song offers organic food and more entertainment options than its competitors.

* They searched for aspects that made flights more enjoyable.

* They are convinced that people wanted fun, passionate, and helpful flight attendants.

* They positioned their business as a luxury travel experience even if at the beginning song Airlines was meant to serve as a low-cost airline.

* Song hired a really experienced couple, Kate Spade and Andy Spade, for the communication, the branding and to design the uniforms.

* They invented a new culture around flying.

* They had a 12 million dollars budget for marketing 4 were given to TV advertising.

* Slogan: "We are not an airline, we are a culture" and “founded by optimists, built by believers.”

* They wanted to express an idea based on a spirit and an emotion.

* They wanted to bring a service, a style and a new level of travel experience to the passenger.

* There was almost none airline promoting flying as a lifestyle (British airways and Virgin were out of the States).

* Kate Spade and Song Airline developed a real partnership. The two brands were link and Kate Spade seems to have a lot of power in all the marketing strategy of the company.

* Song Airlines had a well trained staff.

* They wanted to increase the expectations for the airline´s industry. The expectations of the customers were really low at this moment for the industry.

* 14 retail stores.

* Song´s spirit experiences different from the competition; they wanted to find their own way.

* They wanted to create something that communicate to people to another level.

* Everything they do have the purpose to create emotion and interested from the customer.

* Become a reference point in the airline industry. Be a brand with a culture as Apple or Volkswagen.

* Relevant factors to success: land on time, take off on time, serve the food on time, and make sure the meals are warm.

* Song is entrepreneurial, risk takers, creating something from nothing.

* Culture and needs are changing constantly.

* They wanted to communicate and create something that differentiates them really. Not just a little advantage but at all new experience to fidelize the customer. They believed that was the key to last longer in this ultra-competitive market.

* Use visual and music references.

* Song airlines flew for three years.

* Song was dismantled and its flights had become Delta air routes.

* Song was positioned as a luxury travel experience.

* Song is a subsidiary of Delta Airlines

* Advertisements are really emotional. The brand doesn’t directly sell the benefit of the product but the customer