Strategy | scoot

Marketing Mix

Segmentation

In recent years, there has been a rise in leisure travel amongst the youth, what used to be deemed as a luxurious is now seen as attainable. In the past, only the working adults could afford to take spontaneous short weekend trips but this privilege is now extended to the youth.

Scoot’s website clearly states “We’re an airline for the young, the young-at-heart and the value seeking. People who remember that travel is all about discovering, connecting, experiencing, and enjoying. Simply put, people with Scootitude”.

It is evident that Scoot does not segment its potential travelers based on age range. They look beyond the demographic differences but aim to capture a specific psychographic characteristic- attitudinal characteristic. Scoot aims to capture travelers that share the same scootitude as them, spontaneous individuals who stay true to the heart of traveling, who is interested in discovering a new place and creating of a new experience.

Brand Association

Back

The 4Ps

Product

Scoot’s offers low-fare flights to 13 destinations (Shenyang, Tian Jin, Qing Dao, Seoul, Tokyo, Nanjing, Taipei, Hong Kong, Bangkok, Singapore, Gold Coast, Perth, Sydney).

It provides its travellers with 4 main offerings:

(A) Fly

Non-inclusive of any frills. Travelers are only basic for the basic flight.

(B) FlyBag

Travelers are paying for the basic flight and their baggage allowance.

Travelers are paying for their basic flight, baggage allowance and a selected meal of their choice.

(D) ScootBiz

Its functions are similar to that of a full-service flight as opting for ScootBiz would allow you to fly with all the frills. Other additional inflight services include ScootTV. An Ipad based interactive entertainment system. Travelers could also opt for priority experience.

The 3 main options are:

Additional complimentary services include hotel bookings, car rental, Scoot insurance, Gold Coast Scoot Shuttle.

Place

Scoot sells its product through three main channels: (1) Online Sales, (2) Retail Sales, (3) Resellers

(1) Online Sales

· Corporate website (www.flyscoot.com)

(2) Retail Sales

· Sales Office at Changi Airport Terminal 1

(3) Resellers

· Travel Agents (http://www.flyscoot.com/index.php/en/agent-info)

· Online Third-Party Ticketing Agencies – Zuji.com, misatravel.com etc.

Price

Scoot’s all-in trip flight tickets ranges from 84 SGD to 499 SGD, while its ancillary services such as in flight meals range from 3 SGD - 24 SGD, additional baggage costs 5 SGD - 40 SGD, while in-flight entertainment ranges from 15 SGD - 20 SGD.

Promotion

Scoot does all its promotion via its digital platforms.

These channels are being utilised to effectively communicate with its potential travelers. They each serve a unique purpose as seen from the engagement process below.

Scoot has a variety of seasonal promotions, reaching out to its potential travelers via creative means through their Facebook platform. The most recent seasonal promotion was launched to celebrate their 2nd year anniversary.

Their regularly promotion consist of weekly EDM promotions (Tuesday Morning Glory).

An evaluation of their digital marketing collaterals can be downloaded here.