Assignment
1) List & explain major segmentations done by scoot
Demographics of Scoot Airlines: * Gender : Both Males& Females * Age Groups : 18 - 30 Years of Age * Income Groups : Low – Middle Income Groups * Psychographic groups : Young Adults & Young Parents (Bēhance, 2012)
In order to target/ attract this market segment, scoot has done the followings: * Offeringtheir flights up to 40% cheaper than regular airlines. * Rents an iPad for in-flight entertainment, with preloaded games, music and movies (Webster, 2012). * Offers up to two free meals, with drinks, (Subject toroutes of flight) (Flynn, 2012) * Bringing in “Scootitude” as an attitude that describes as ‘fun’, ‘entertaining’, ‘different’, ‘cool’ (Bates, 2012).
2) Recommend & explain major segmentation
1. Young Adults
This group of consumers are usually technology savvy, daring and love to try new things. Therefore, to target this segment will be to bring in something fun and new with a touch of latest technology or gadgets, such as the Ipad for in-flight entertainment was a good initiative.
Recommendation will be to offer inflight wireless streaming system, where their consumers can serve wifi while on-flight to their destination or create a social media connection game where their consumers can connect and get to know one-another .
2. Young Parents
This segment of consumers is committed to their children and usually will occupy themselves in family bonding activities. Therefore, to target this segment, we will need to think of something that is beneficial for their children. Recommendation will be to have a child care service provided on flight or provide special promotions especially for their children.
3) Marketing Mix (Promotion)
Scoot’s Promotion: * Focuses their advertisements mostly online (social medias and blogs) & outdoors mediums. * Offers “FREE” return tickets as promotion (Cheaponana, 2013).
Scoot focuses mostly on
Demographics of Scoot Airlines: * Gender : Both Males& Females * Age Groups : 18 - 30 Years of Age * Income Groups : Low – Middle Income Groups * Psychographic groups : Young Adults & Young Parents (Bēhance, 2012)
In order to target/ attract this market segment, scoot has done the followings: * Offeringtheir flights up to 40% cheaper than regular airlines. * Rents an iPad for in-flight entertainment, with preloaded games, music and movies (Webster, 2012). * Offers up to two free meals, with drinks, (Subject toroutes of flight) (Flynn, 2012) * Bringing in “Scootitude” as an attitude that describes as ‘fun’, ‘entertaining’, ‘different’, ‘cool’ (Bates, 2012).
2) Recommend & explain major segmentation
1. Young Adults
This group of consumers are usually technology savvy, daring and love to try new things. Therefore, to target this segment will be to bring in something fun and new with a touch of latest technology or gadgets, such as the Ipad for in-flight entertainment was a good initiative.
Recommendation will be to offer inflight wireless streaming system, where their consumers can serve wifi while on-flight to their destination or create a social media connection game where their consumers can connect and get to know one-another .
2. Young Parents
This segment of consumers is committed to their children and usually will occupy themselves in family bonding activities. Therefore, to target this segment, we will need to think of something that is beneficial for their children. Recommendation will be to have a child care service provided on flight or provide special promotions especially for their children.
3) Marketing Mix (Promotion)
Scoot’s Promotion: * Focuses their advertisements mostly online (social medias and blogs) & outdoors mediums. * Offers “FREE” return tickets as promotion (Cheaponana, 2013).
Scoot focuses mostly on
References: Bates, J. (2012). Scoot: Daring to be different. Retrieved July 15, 2013, from www.routes-news.com: http://www.routes-news.com/airlines/14-airlines/565-daring-to-be-different Bēhance. (2012). Big Idea: Scoot Your Boring Day AWAY (Integrated). Retrieved July 15, 2013, from www.behance.net: http://www.behance.net/gallery/Big-Idea-Scoot-Your-Boring-Day-AWAY-(Integrated)/6216349 Cheaponana. (2013). Scoot Promo – Get free return ticket when you buy a ticket to Sydney, Taipei, Tianjin & Goldcoast now! Retrieved July 22, 2013, from www.cheaponana.com: http://www.cheaponana.com/2013/07/06/scoot-promo-get-free-return-ticket-when-you-buy-a-ticket-to-sydney-taipei-tianjin-goldcoast-now/ Flynn, D. (2012). Scoot’s new ScootBiz business class: not “business as usual". Retrieved July 15, 2013, from www.ausbt.com.au: http://www.ausbt.com.au/scoot-s-new-scootbiz-business-class-not-business-as-usual Tan, R. (2012). Facebook marketing: A case study on Scoot. Retrieved July 22, 2013, from flamingosingapore.com: http://flamingosingapore.com/2012/10/09/facebook-marketing-a-case-study-on-scoot/ Webster, A. (2012). Airline swaps in-flight entertainment system for iPads to lose weight and save fuel. Retrieved July 10, 2013, from www.theverge.com: http://www.theverge.com/2012/6/4/3062767/scott-ipad-rental-fuel-consumption