the Scoot-Away

Analysis

 

Brand Awareness

 

From the focus group conducted, it affirms our analysis in Assignment 1 that the brand recall of Scoot is lower tiered than competitors like JetStar, AirAsia X, or even Tigerair. Though Scoot scores decently in performance as we shall later see, its relative infancy in the budget airline scene still makes it far less memorable than its parent company Singapore Airlines, which clearly enjoys the standing of a household brand name. As raised in Assignment 2A, the challenge remains for Scoot to increase purchase situation among non-committed travellers. In terms of thought processes that consumers undergo when deciding on which budget airline to fly, price and promotions are recurring factors. Apart from these monetary factors, there seems to be low commitment to aspects that an airline can boast of (good service), but many consumers are more mindful of ad-hoc and idiosyncratic factors to a specific trip, such as flight timings.

 

Brand Performance & Judgment

 

It seems each respondent has different criteria in deciding how they define a quality travel experience. In particular they do not hold very high expectations for a budget airline, but there is a general consensus that Scoot delivers superior value compared to its peers, being cited as having good service and in more comfortable seats. There is positive perception that Scoot is a good budget airline, with even a suggestion that it is more premium and higher-end among the budget airlines, with the backing of Singapore Airlines and its older aircraft carriers (which incidentally have more comfortable seats). For Scoot is not the most price-competitive among its direct competitors, it can continue to work on the differentiation factor of better service and comfort to justify higher prices. One other challenge, which one respondent notes is the strength of competitor AirAsia X, is the wide variety of destination points the airline offers. Moving forward, increasing its travel network will rake in more consumers.

 

Brand Feelings

 

Respondents are mixed when it comes to their feelings towards Scoot. Under the six brand-building feelings categories, Scoot clearly attempts to tap on a combination of Fun and Excitement, but the degree to which the company successfully taps onto these consumer emotions is moderate. The notion of Scootitude and Scoot’s “Get Outta Here!” slogan remains fairly foreign and non-assimilated by respondents, while the company’s social media efforts, though well documented and widely known, are not unanimously well received by respondents. The dominant yellow palette grabs attention and conveys energy, but the company’s more controversial and attention-grabbing marketing ads are generally seen as ‘too much’ and trying too hard, hearkening to a more conservative Singaporean mind-set. There is some sentiment that in being hip and irreverent, the brand may border on being inappropriate; in particular the recent Anton Casey-themed promotion is unpopular among respondents; prevailing views are that it is opportunistic and exploitative, which one respondent felt it negatively affected his perception of the brand. When asked about the personification of the brand as seen from Scoot’s Facebook page, the general consensus is that of a young hipster, possibly a school orientation leader, whereas its competitors are personified as far older and either more family-oriented or a working class professional.

 

Brand Resonance

 

For Scoot, brand resonance remains low. The respondents are not frequent flyers of the brand; when asked how often or frequent they would see themselves travelling with the airline, most remain noncommittal. There is low attitudinal attachment and weak personal attachment towards the brand. Considering the age group and profile of respondents, and how they still do not particularly identify with marketing efforts of Scoot, it remains a challenge for the brand to be more authentic in its brand portrayal. Despite an active social media platform, the sense of community and level of engagement is still low. In fact, factors which makes Scoot less substitutable is not a resonant brand persona but its functional superiority of better service and comfort, attributes more associated with its parent company Singapore Airlines.