the Scoot-Away

Conveying characteristics that matter to the consumer

 

Scoot must either deepen relationships or emphasise its functional superiority to brand users. As budget airlines are usually considered on key factors such a price point, there is currently very low commitment to the brand other than when Scoot’s actual flight gives a better value for money than other budget airlines. Scoot must deepen its relationships with brand users such that there is discernible brand value. For a renowned brand such as SIA, for instance, even non-frequent brand users are well aware of the flight quality of the airline. Scoot may also need to convey a distinct characteristic that matters more to people, or turn its message of spontaneity into a tangible functional benefit to consumers. A distinct lifestyle attitude of ‘Scootitude’ alone might not suffice, for it is less crucial for consumers of budget flights. Consumers are more interested in criteria such as price, convenience, service, flight duration, and other functional aspects.

 

 

Increasing purchase situation among non-committed travellers

 

As it seems, people who are aware of the Scoot brand tend to be frequent flyers. The brand is still a good deal away from being a household brand locally. While recent controversies such as the Anton Casey satire may have helped with increased brand presence and mentions, the key is in extending Scoot’s brand to wider purchase situations, associating it with the notion of a ‘spontaneous travel lifestyle’.

 

 

Cultivating opinion leaders

 

One way of building deepening relationships is by having opinion leaders whose word of mouth communications matter. Having the airline adopt a cheeky attitude is insufficient; having the backing of a credible consumer can make the appeal more authentic.