the Scoot-Away

Methodology

 

Our group conducted a focus group with current flyers of Scoot to determine key customer insights about what they thought and felt about budget airlines and Scoot as a brand.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Brand Awareness

 

What is the first brand that comes to mind when you think about airlines?

 

Unanimous for everyone: Singapore Airlines!

 

How about budget airlines? What is the first brand that comes to mind?

 

Janelle: Tigerair

Xinyi: Scoot

Alyssa: JetStar

Wen Xiong: JetStar

Raina: AirAsia

Amin: Tigerair

 

Let us talk about your thought process when you want to travel. What are some of the factors that influence you? What usually prompts your decisions?

 

Janelle: Hmm, four things. (1) The country that I wish to visit, (2) the length of my holiday, (3) safety and security of the country, and (4) my travel companion's preference and availability. 

Xinyi: For me, the top priority would include safety, followed by affordable price with the best quality.

Alyssa: Purpose of travel, then yeah… price, budget. I usually travel to Taiwan to visit my family.

Wen Xiong: Cheap, attractive promotions, sufficient leg space (it’s got to be comfortable) and trustworthy (little chances of getting flight delay or cancel).

Raina: Factors that influence me include price, promotions, flight timings, availability of key dates, airport destinations, travel locations, chances of delay. Usually the main factors are price and dates availability if I have a time constraint.

Amin: I’m more specific than the rest. Top consideration is ticket prices. Since I usually travel for 4 days or so, I don't see the point of forking out so much money for airfare. Next is accommodation price and value for money. I love places where you can get very decent accommodation for very fair prices, like Bangkok and Phuket. After which, I will factor in seasonal considerations ie if it peak tourist season or if the monsoon's setting in. I suppose ultimately, I'm not too fussed about where exactly I am going. I'm more concerned with taking break and leaving the country.

 

Brand Performance & Judgment

 

How would you describe the perfect flight experience?

 

Janelle: Good service onboard (with regards to promptness and reliability of service) and an airline that makes me feel safe flying with them. Preferably no babies and with minimal noise disruptions.

Xinyi: Very simple for me. All I need is have a safe and comfortable flight trip from one place to another.

Alyssa: Same as Janelle– No babies crying. The next seat to mine is empty. The person in front of me doesn’t lean his seat back. No delays, minimal turbulence. Demanding, I know.

Wen Xiong: No flight delay or any other implication via from and to. Allowing me to reach the specific destination on time.

Raina: It has to be one whereby everything runs smoothly, from online check-in, to luggage drop off, on-time flight schedules, in-flight entertainment system, food and drinks provided on board, good service, and minimal disturbances from passengers on board such as babies crying or loud people.

Amin: A flight that sticks to its schedule, that is relatively clean, that has a fair amount of leg room, where they sell onboard for reasonable prices, and lastly where it's peaceful.

 

What are some of your expectations in flying a budget airline?

 

Janelle: Expectations are generally low as I am aware of the trade-off between service quality and price (for budget airlines at least). However, it is expected that the aircraft is safe for flying and clean.

Xinyi: 3 things: (1) Price should be reasonable and affordable at all times. (2) Service on board should be good. (3) Aircraft should be clean.

Alyssa: No babies crying. Cute and well-behaved babies are perfectly acceptable.

Wen Xiong: You get what you paid for, that’s all I ask.

Raina: Same as Janelle and Xinyi. Not very high expectations since it’s budget after all, but safety definitely.

Amin: Stewards/Stewardess who are pleasant and polite, a plane that is clean and a fair amount of legroom.

 

What do you think is the best budget airline right now? What do you think makes it qualify as a good airline brand?

 

Janelle: Scoot. I think its high price point makes consumers perceive it as a higher-end budget airline and thus, a better one. On top of that, from experience, I feel that Scoot's seats and more comfy and have a slightly wider legroom as compared to Tiger's. However, in order to increase its ranking amongst other budget airlines, air steward/stewardess should pay more attention to consumers need and provide prompt service.

Xinyi: ​Scoot too, as the on board service is good and the seats are much comfortable as compared to other budget airline.

Alyssa: Norwegian Air Shuttle’s pretty good. Mostly because of the free Wifi onboard. Otherwise, for Asian airlines I’d have to say Scoot’s a decent budget airline. Aircrafts are more spacious than the usual budget ones, staff are friendly and helpful, did not experience any delays or trouble personally.

Wen Xiong: Scoot for me. I had a better experience with the airline than Tiger, Jetstar or Air Asia.

Raina: AirAsia. They offer cheap tickets that go to a lot of destinations in South East Asia, and they have little delays and relatively good service.

Amin: Scoot. I suppose it goes out of its way to establish a clear and distinct brand image for consumers. You also get the feeling that its flights are slightly more premium than its competitors.

 

How well do you think Scoot is doing in terms of the qualities of a good airline and of a good airline brand you just mentioned?

 

Janelle: Scoot is doing well as it is well maintained and clean. Also, knowing that Scoot's airlines are SIA's old fleet reassures me of the safety of the aircraft. However, although expectations are generally low, I think customer service can be further improved through training and development programs or better workforce scheduling.

Xinyi: Based on my last experience with Scoot, the service on board was good and the aircraft was clean. However, the price is not as cheap as expected.

Alyssa: Same as what I said earlier. More spacious airline, friendly and helpful staff. Most importantly, I had no delay or experienced trouble personally.

Wen Xiong: They’re excellent. Compared to the other airlines, the service is better and the legroom is a lot more spacious.

Raina: Scoot has been doing well probably only for its budget offerings to certain long haul direct routes that other budget carriers are not flying on such as Sydney. It has decent seats in the carrier and good service.

Amin: I think Scoot meets the qualities well. Seats on Scoot are by far the most comfortable, and the staff is vibrant and attentive. It also doesn't have that budget plane smell of copious amounts of sanitizer and air freshener. It also tries to ride on current events in its advertising by offering promos.

 

Do you know what Scoot’s tagline is?

 

Janelle: Nope

Xinyi: Nope

Alyssa: I know, “Get out of here”

Wen Xiong: I think it’s “Get outta here”

Raina: Agree with Wen Xiong, “Get outta here”

Amin: I’m like Janelle and Xinyi. Don’t know.

 

Do you know what Scootitude is?

 

Janelle: Again, no idea.

Xinyi: Nope.

Alyssa: It’s the work attitude that Scoot employees should have.

Wen Xiong: I don’t know, but I guess it’s providing the best service by the cabin crew?

Raina: Nope, never heard of it.

Amin: I’m guessing it’s something like having the right attitude and being vibrant and energetic?

 

Brand Feelings

 

What do you think of Scoot’s Facebook page? Does it engage you? If the page was a person, describe him or her?

 

Janelle: The use of yellow portrays it as a fun and lively brand. However, I feel that they rely too much on discounts and promotions which might not be good as consumers may feel that it is too pricey without them. The page is engaging overall. Fun and lively teenager

Xinyi: The page doesn’t really do it for me. A dull old man

Alyssa: It’s alright. I don’t really use Facebook for such engagement in the first place anyway. Enthusiastic school orientation leader

Wen Xiong: The colour theme has made it easy for the public to identify that this Facebook page belongs to Scoot. More importantly, the colour theme make it lively and you can expect me to visit this Facebook page again. Energetic young guy

Raina: Too much yellow on the Facebook page. It is quite engaging to me because of the weekly informative promotional advertisements and the random pictures related to travel destinations. Scoot is a hip teenager who tries to be in with the trends but the image can be confusing as it is portrayed as many characters such as a gentlemen, female maid, among others.

Amin: The page is hip and current. If it were a person, it'll be a young and hip person. Just out of Uni and ready to take on the world. He'd be trendy and into using social media to reach out to his friends

 

What about JetStar’s Facebook page?

 

Janelle: JetStar's promotions are informative and able to capture viewer's attention. As compared to Scoot's, JetStar's posts are more attractive because it shows pictures of destinations that they serve. Hence, it is engaging. Independent young woman

Xinyi: This page is much better. Hmm… An adventurous young boy.

Alyssa: It’s alright, don’t really think too much about it. Also a school orientation leader, but less enthusiastic than Scoot.

Wen Xiong: The cover page is quite misleading because it displayed a picture of a beach view. It make me think that this Facebook page belongs to travel agency rather than Jetstar. Working class uncle

Raina: It has a good mix of advertisements, videos and competition giveaways to engage audience. JetStar is a family-oriented person.

Amin: It seems to want to reach out to the traveller in me. Doesn't really engage me. It'll be an older colleague who you can share a meal with and have reasonably good time but at the end of the day your relationship is still professional.

 

What about AirAsia’s Facebook page?

 

Janelle: AirAsia's usage of photos of destinations, deals and offers, and company events make it appealing for viewers therefore making them want to know more about the airlines. The page is engaging with the posts and comments. Busy business traveller

Xinyi: This is good too. An excellent woman. (By looking at the cover photo with all the achievements.

Alyssa: Not much comment again about effectiveness. A school orientation leader just as enthusiastic as Scoot.

Wen Xiong: The cover page displayed by AirAsia gives a very overbearing feeling. The moment when I access this Facebook page, I want to close it immediately. Insurance salesman.

Raina: AirAsia's Facebook page has a good mix of advertisements, videos and competition giveaways, company developments and awards. AirAsia is a reputable person boasting its accolades.

Amin: Perfunctory. It seems like it has a page for the sake of having a page. A government bureaucrat, straight laced and professional but one who won't give anything beyond what is expected/needed.

 

What do you think of these marketing collaterals below? Is it in good taste? Do you like them?  

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Janelle:  I feel that these may appeal to the younger generation because they are able to relate to these collaterals. However, from the older generation point of view, Scoot may be seen as crude, insensitive, or even discriminative. 

Xinyi: Nope. It's simple but it does not catch my attention. The words does not seems to mean anything or shows any value.  

Alyssa: Might not be in the best taste as it may be offensive to some customers, even within Scoot’s target market. Personally, I’m indifferent to them. 

Wen Xiong: Nope. I think that it will be difficult to replace the meaning of “WTF - What the F***” to “Watch the fare”. It’s a bit too forced. So it’s kind of hard to capture the attention from the public. 

Raina: No I do not like them as they are very rude, suggestive, and inappropriate.  

Amin: It is undoubtedly engaging. It is provocatively but I do get a sense that it can be a bit "much" sometimes. Maybe a bit too in your face. But I get what Scoot is trying to do. Basically they want eyeballs and attention. 

 

Now what do you think of this marketing collateral below? (Note: this is a reference to Anton Casey) Is it appropriate?  

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Janelle: It is inappropriate because I feel that this is equivalent to cyber bullying (to a certain extent). Although it may be catchy and people might notice such advertisements, it boils down to the ethical issues involved.  

Xinyi: Yes. It is clearer and I can get to know what is happening at one glance instead of guessing what the marketing collateral is trying to mean like the previous. Ah, then it’s still inappropriate.

Alyssa: Still inappropriate. Not in good taste to use a controversial hot topic as a marketing opportunity.

Wen Xiong: Nope. I feel that marketing collateral should not touch any sensitive topic. Personally, I feel offended by his arrogant and this could indirectly made me dislike Scoot if this is going to be part of the marketing collateral.

Raina: This ad gives a rather negative vibe that someone is travelling and running away at the expense of others and abandoning them behind. It promotes an immoral perspective that one should escape from reality and leave others behind.

Amin: A bit opportunist and shameless. I feel like it's inciting a huge pitch fork and lit torch mob to raid Frankenstein's lair. I feel that maybe this is one rung too low for Scoot and it should focus on topics more light and less controversial. There's is no need to placate the lowest common denominator.