While still on the subject of airlines and their lesser counterparts, right here in Malaysia we have a perfect example of an imitated airline that is now in the shadows of its original predecessor. This homegrown company could act as an example for what Scoot needs to scurry away from.
Without a strategy, the brand’s message would end up scattershot as it tries to appeal to everybody, every age, and every demographic.
While on paper it sounds good to be as universally appealing as possible, the resulting message ends up diluted, disconnected, and indifferent from the competition.
Where would AirAsia be now if they wanted to appeal to MAS’s affluent crowd with luxury seats and airport lounges? If it wasn’t for AirAsia’s stripped-down budget image, it’s unlikely that consumers would be able to tell the difference between the two airlines. – the brand would be labelled a copycat, a spill-over crowd handler.
Think how FireFly, another budget airline carrier, tries to compete with AirAsia. Like AirAsia, their ads tout cheap prices, they offer similar packages, and as a result, come second to mind when booking a budget flight. FireFly brands itself as a “community airline”. The mission statement reads:
“Our aim is to bring communities closer by overcoming geographical constraints, link the world to the communities we serve, and contribute to the economy of the communities by bringing trade and tourism.”
However on their website, there is no forum for discussion for people to share their good and bad travel experiences (just regulated comments), and little focus on other communities and cultures worth flying to. To the regular consumer, FireFly lacks that conversation from brand to consumer and is substituted with a price driven layout.
Lets just hope Scoot will have better luck and not stumble. Strategically speaking.