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Challenges:
- To create and develop a distinctive brand (corporate identity
system), positioning and marketing strategy for the new bus service
- Determine totally different target market from that of its
parent company Zuco
- Differentiate it from parent company
- Differentiate it from other players in the market who had already
launched their new double-decker buses and/or had existing express
bus service to Singapore
Research – Market and Competitive Analysis:
- Establish current market situation for inter-country buses
between Malaysia and Singapore
Other identified competition – flight shuttle service and
executive coaches
- Pricing and differentiation issues between parent Company as
well as competition to consider.
Determine Target Market:
We determined that the best target markets for our new service
would be:
• Businessmen
• People willing to pay more for convenience and luxurious
comfort
• Holidaymakers
Strategies:
- Emphasise unique physical features
- Express service – between two central city destinations
in KL and Singapore
- Location:
• Locations critical in aligning brand identity and actual
service
• Hotel destinations in central city areas
• Next to other public transportation (LRT and MRT, buses,
taxis)
• Emphasise convenience and time-savings
- Unique branding concept and distinctive design
Concept – To position Aeroline as a First Class Bus
similar to catching a plane but more convenient than flying
- Highlighting advantages over air travel (Convenience)
- Wanted to show catching the bus was similar to catching an aircraft
in terms of time and good service, but better in terms of location
and convenience, i.e. cut out hassle of getting to and from airports
in inconvenient locations
- Luxury and Comfort – First Class (service and food and
beverage)
- Deliver Image beyond the Normal Benefits (eg. Luxury, Comfort)
- Elevate Zuco’s New Service to that of the Airlines (Target
Market) as
Airline on the road
Naming
- Aeroline
Tagline
-“The Convenient Way to Fly”
Despite having no official launch, results speak for themselves:
- As a direct result of Spyder Technologies providing the brand,
positioning and business strategy development and execution, Aeroline-Zuco
won the Malaysia Canada Business Council Excellence Award 2004
as Best Turnaround Company
- Expanded fleet line and increased departure times because of
passenger demand
- Supplementary service added from Petaling Jaya
- Continued positive feedback on the design, concept and strategy
for the bus as well as the service
- An easily identifiable and strikingly designed moving form of
advertising for Aeroline, which is showcased in two countries
- Singapore Airlines’ executives’ wives prefer to
take the Aeroline service between Kuala Lumpur and Singapore because
it is much more convenient and a time-saver – rather than
going to airports, waiting, flying then driving again, even though
they get free flights on Singapore Airlines!
- Recent positive feedback from a prominent Blogger, Mr. Brown,
regarding his experiences on Aeroline. Read it Here
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