the Scoot-Away

Methodology

Demographics

Our team collected a total of 41 completed surveys from respondents

ranging from aged between 19-27 years old. This online survey was

circulated via the means of convenience sampling. Our respondents

were selected based on our personal perception if they were young,

young at heart or value-seekers. 100% of them were able to recognise

Scoot based on its logo.

 

Brand Awareness

Unaided Recall

Based on the results collected, all except one was able to name a budget airline without aid. Respondents were most familiar with the brand Tiger and Scoot.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Aided Recall

Provided with an altered logo of Scoot,                   100% of our respondents were able to recognize Scoot’s logo. This question was asked towards the start of the survey to prevent any likelihood of priming effect. The recall rate came as a surprise as only 17% of our respondents have had direct contact with Scoot.

 

Brand Imagery

Strength

Respondents were asked to give a general rating of Scoot based on their encounters with the brand. On a 5 point scale, it was derived that majority of the people have positive feelings towards Scoot.

 

 

 

 

 

 

 

 

 

 

 

 

Subsequently, respondents were asked to rate on a 5-point Likert scale (1-Strongly Disagree, 5-Strongly Agree) to the extent to which they would associate the following attributes with Scoot.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Scoot was perceived generally as a positive brand with a few specific traits being more distinctive to Scoot. Other than being an affordable budget airline, Scoot is known to be a fun and popular brand. These attributes rank highly in importance when choosing a budget airline. Scoot can rely on these strengths to maximize its value-exchange between the brand and its services to consumers.

 

Favourability

Respondents were asked to rate the following attributes on a 5-point likert scale (1= Very Dissatisfied, 5=Very Satisfied). Corresponding to the strengths of Scoot and its affordability, respondents were satisfied with its price and promotions.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Brand Performance

Understanding what Matters to Consumers

It was important for our team to take note of what were the factors

which were important to budget travelers to have a clearer

understanding of what goes behind their decision making process.

They were tasked to rank in accordance to which factors were most

important to them. This was further compared to Scoot’s strength in

delivering these factors. We were especially interested to find out if

Scoot’s competitive advantage and business strategy, such as

Promotions and the choice of pay-if-you-want add-ons were important

to consumers. This would allow us to be better positioned to determine

which are the factors Scoot should focus their efforts and attention on

to make the best use of the resources. Based on the comparison,

it is evident that Scoot has been doing a fairly good job in meeting

the needs of its consumers and understanding what matters to them.

However, Scoot’s emphasis on Safety is not as prominent as its desire

to be different in its promotions. This may affect the choices that

consumers make when they evaluate their choice airlines.

 

 

 

 

 

 

 

Implications for Scoot

Overall, despite the great job done by Scoot, more effort needs to be put in to understanding consumers’ demand for safety and their lack of focus on Additional Benefits.

 

Scoot against Competitors

When asked for their favourite budget airline, respondents produced the following results.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

It may be a little concerning to see that Scoot is a favourite of only a fifth of respondents. At a low of 20%, Scoot is nearly half behind the popularity of Jetstar, which garnered 37% of votes. It may also be interesting to note that although these same respondents were more likely to recall Tiger Airways as the first budget airline that pops into their mind, Jetstar still emerges as the favourite no-frill airlines. In this context, Scoot may want to tap on certain advertising or marketing strategies that Jetstar currently uses to maintain the Stickiness Factor in the minds of consumers. Of course, while borrowing successful ideas, the strategies implemented must still be aligned with Scoot’s beliefs in bringing out the uniqueness of Scootitude and the novel, fun factor.

 

Brand Resonance

Behavioural Loyalty

By looking at the frequency of travelers heading overseas as compared to the frequency they actually fly by Scoot, we will be able to derive the Behavioral Loyalty of consumers.

 

Frequency of Travel

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Frequency of Travel via Scoot

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Based on the differences, it is evident that Scoot is not a top choice for frequent budget travelers, with only 12% who travel by Scoot out of the 37% of correspondents who are actually traveling. The positive feelings expressed toward Scoot are not represented in the frequency of choosing Scoot. This could be due to the limited routes that Scoot currently offers which prevents them from reaching a wider market base.

 

Attidunial Resonance

Despite the positive attitude the respondents had towards Scoot as a brand, it is insufficient to bring about attitudinal resonance as respondents lack that personal attachment to the brand. Budget travelers tend to view flights as a means to an end and do not place much emphasis on the brand they choose. Their main deciding factor still lies in the low price.

 

Active Engagement

The seemingly low resonance inferred from the other components had minimal effect on Scoot as it has been able to actively engage its consumers much better than its competitors. With their novel digital engagement competitions on their Facebook page, they have been able to attract a large crowd of participants. However, Scoot needs to work on going beyond the novelty and translate this engagement on their Facebook page to consumers visiting their made site and making a purchase.