REBRANDING PROPOSAL FOR AIRASIA
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REBRANDING PROPOSAL FOR AIRASIA PREPARED BY: BOBBIJO HARRISON DATE: 8TH JANUARY 2014 TABLE OF CONTENTS ++ ++ ++ ++ ++ ++ ++ ++ ++ Company Background......................................................................................................................................................................... 3 Company Vision & Mission................................................................................................................................................................. 4 Current Branding................................................................................................................................................................................... 6 Project Stakeholders............................................................................................................................................................................ 7 Competitor Analysis.............................................................................................................................................................................. 9 Audience Analysis................................................................................................................................................................................. 12 Design Brief............................................................................................................................................................................................. 15 Positioning Statement.......................................................................................................................................................................... 16 Concepts.................................................................................................................................................................................................. 17 ++ References............................................................................................................................................................................................... 21 COMPANY BACKGROUND SHORT HISTORY AirAsia was established in 1993, and commenced operations in 1996. Based in Kuala Lumpur, Malaysia, the airline is a low-cost carrier, offering budget fares to many destinations. Initially a domestic airline within Malaysia, AirAsia expanded their routes to include international destinations beginning in 2003. Currently the airline and its subsidiaries serves over 20 countries. The airline are continually expanding the number of destinations and regional hubs throughout Asia and Australia. In 2007 they introduced ‘AirAsia X’, a specific long haul carrier to further expand their networks reach. Based on the belief that ‘Now Everyone Can Fly’, AirAsia offers low cost flights, with an emphasis on safety and customer service, rather than added extras. AWARDS AirAsia has been repeatedly voted as the ‘World’s Best Low Cost Airline’ by SkyTrax in 2009, 2010, 2011, 2012, 2013 and 2014. The airline has won many other awards, and prides themselves on high quality services that are inexpensive and frill free. COMPANY VISION & MISSION AIRASIA VISION “To be the largest low cost airline in Asia and serving the 3 billion people who are currently underserved with poor connectivity and high fares.” MISSION ++ ++ ++ ++ ++ No Frills Safety High Aircraft utilisation/fast turnaround times Good customer service Fast & efficient operations An AirAsia branded Boeing Aircraft CURRENT BRANDING Their branding focuses on inclusivity and promoting the experience of travel as being affordable and enjoyable. The red colour has strong associations with happiness, joy and good fortune in asian cultures, but is more closely associated with anger, danger and passion in the growing western market of the airline. Whilst their current branding has served them well, with little variation for the past 10 years of their operation, the low cost airline market is growing more competitive, and a rebrand is required. DIRECTORS PROJECT STAKEHOLDERS The obvious stakeholders are the company and their Board of Directors and employees, the current customers, and their shareholders. AirAsia Berhard is a publicly trading company, with a volume of 24,225,800 shares. With their share price having already fallen in the previous quarter, the shareholders are at risk if the rebranding project is unsuccessful. The major shareholders and the percentage of shares they hold–direct and indirect–are shown in figure 1. Figure 1. Major Shareholders DIRECT NAME Tune Air Sdn Bhd (“TASB”) NO. SHARES % OF SHARES INDIRECT NO. % OF SHARES SHARES 640,608,382 23.06 – – Tan Sri Dr. Anthony Francis Fernandes 3,227,010 0.12 640,608,382 23.06 Dato’ Kamarudin bin Meranun 1,692,900 0.06 640,608,382 23.06 Employees Provident Fund Board 203,186,600 7.31 41,375,800 1.49 Wellington Management Company, LLP 263,704,873 9.49 – – Obviously, the shareholders are the most important stakeholders in this project, followed by the Directors, the employees, then the current customers. ++ Datuk Kamarudin bin Meranun Non-Independent Executive Chairman ++ Tan Sri Dr. Tony Fernandes Non-Independent Executive Director and Group Chief Executive Officer ++ Aireen Omar Executive Director and Chief Executive Officer ++ Dato’ Abdel Aziz @ Abdul Aziz bin Abu Bakar Non-Independent Non-Executive Director ++ Dato’ Fam Lee Ee Independent Non-Executive Director ++ Robert A Milton Independent Non-Executive Director ++ Amit Bhatia Independent Non-Executive Director ++ Uthaya Kumar A/L K Vivekananda Independent Non-Executive Director Figure 2. Organisational Structure COMPETITOR ANALYSIS JETSTAR TAGLINE “Everyday low fares all day” BRANDING SHARED DESTINATIONS ++ ++ ++ ++ ++ Ho Chi Minh City Osaka Bali Kuala Lumpur Penang ++ ++ ++ ++ ++ Singapore Gold Coast Perth Sydney Siam Reap ++ ++ ++ ++ ++ Phon Penh Bangkok Hong Kong Yangon Jakarta KEY DIFFERENCES & SIMILARITIES ++ Jetstar has more domestic Australian Flights ++ Selling is all based of the lowest price – they advertise as being the cheapest – that is their key selling point ++ Shared routes ++ Shared target audience, especially budget concious younger travellers. SCOOT TAGLINE “Get Outta Here!” BRANDING SHARED ROUTES ++ Singapore ++ Gold Coast ++ Sydney ++ Osaka KEY DIFFERENCES & SIMILARITIES ++ ++ ++ ++ ++ Some shared destinations Newer, lesser known airline More limited destinations Based in Singapore rather than Kuala Lumpur Similar target audience ++ Tokyo ++ Bangkok TIGER AIR TAGLINE “Where do you want to go next?” BRANDING SHARED ROUTES ++ ++ ++ ++ ++ ++ ++ ++ Ho Chi Minh City Osaka Bali Kuala Lumpur Penang Singapore Gold Coast Perth ++ ++ ++ ++ ++ ++ ++ ++ Sydney Siam Reap Phon Penh Bangkok Hong Kong Yangon Jakarta Cebu KEY DIFFERENCES ++ Less established than AirAisa ++ A lot of shared destinations ++ More domestic destinations within Australia ++ ++ ++ ++ ++ ++ ++ ++ Chiang Mai Langkawi Bangalore Kochi Shenzen Hanoi Surabaya Dhaka AUDIENCE ANALYSIS There are two main target audiences for AirAsia. The first is a young, budget conscious audience, looking to explore and travel, without spending a fortune getting to their destination. The second is consumers looking to travel to a destination to visit family or friends affordably. AirAsia has already positioned itself as the best low cost airline in the world, as voted by consumers and industry experts. Their excellent safety record and wide range of destinations also sets them apart from most other budget airlines in the Asia-Pacific region. THE ADVENTURERS These are often young individuals, couples or groups, travelling on a very tight budget. They are time rich, but cash poor (Hampton & Hamzah, 2010). They wish to extend their travel beyond just a normal ‘holiday’, and get out into the world to experience new things. Often, “they are escaping from the dullness and monotony of their everyday routine, from their jobs, from making decisions about careers, and the desire to delay or postpone work, marriage and other responsibilities.” (Riley, 1988 in Hampton & Hamzah, 2010). Typically aged between 18 and 27, they are often adaptable and have a lot of flexibility in their travel plans. They would have once used mostly overland transportation methods–especially in South-East Asia, but with the growth of budget airlines, are now just as likely to fly from one destination to another (Hampton & Hamzah, 2010). INTERESTS ++ ++ ++ ++ ++ ++ ++ ++ ++ ++ ++ ++ ++ Travel Adventure Ecotourism Backpacking Cultural Experiences Local Customs Unusual Destinations Independent travel Self-guided tours Low-cost activities “Off the Beaten Path” locations Environmental concerns Self-education THE VISITORS These are people looking to visit family & friends, without spending large amounts of money to get there. They have varied interest and demographics, though they are often lower income immigrants. They travel not as tourists, but as visitors (an important distinction) and may be returning to their home city. They are less likely to make ancillary purchases such as car hire and accommodation. Their interests are varied, and often they have little interest in the brand, and are more concerned with prce, and are therefore more difficult to target. DESIGN BRIEF Create an updated, more modern & friendly brand for AirAsia, to reflect their Asian heritage and cultural values, as well as their high quality, low-cost service. The rebrand should appeal to a younger target audience of ‘adventurers’ without alienating people travelling to visit family & friends, and other low cost travellers primarily motivated by price. POSITIONING STATEMENT AirAsia is the worlds best low-cost airline, as voted by consumers, and offers the oppurtunity for budget concious travellers to reach more destinations, within their budget, than ever before. AirAsia takes travellers to destinations throughout the Asia–Pacific region, and provides top quality service and safety, at a great price. CONCEPTS Concepts for the redesign are on the folowing pages, as thumbnails, with possible colour schemes. CONCEPT 1 RATIONALE AIR ASIA AIR ASIA indonesia Inspired by the intricate designs of the South-East Asian Batik fabric. The different sections of the fabric, and the variety of the pattern represnt the large number of destinations that AirAsia fly to. The round shape is reminicesnt of a globe or map, bringing the entire graphic together and connecting it back to the travel theme. The colour scheme is drawn from natural inspiration, spices, sand, chillies, jade and water–all a part of the tapestry of Asia. CONCEPT 2 RATIONALE AirAsia I NDO N E S I A AirAsia Inspired in both graphic and colour scheme by the stunning terraced rice fields seen throughout South Asia. The graphic is also reminiscent of topographic lines on the map of an explorer, climbing to a peak, and discovering something new. The dark green is inspired by the glossy green leaves of both the rice paddies and the rainforest, combined with rich earthy colours. CONCEPT 3 INDONESIA RATIONALE A simple, minimal design, utilising strong typography, and bold lines. The logotype is versatile and could be used easily at almost any size, for any of the many applications that will be required. The fresh, clean modern lines and pallette would appeal to a young, hip target audience. REFERENCES AirAsia. (2012). Major Shareholders. Retrieved 28 Nov, 2014, from http://www.airasia.com/my/en/about-us/ir-majorshare-holders.page AirAsia. (2014). Corporate Profile. Retrieved 27 Nov, 2014, from http://www.airasia.com/au/en/about-us/corporateprofile.page AirAsia. (2014). Jumpstart Malaysia. Retrieved 27 Nov, 2014, from http://www.airasia.com/common/pdf/JusmStartMalaysia.pdf AirAsia. (2014). Organizational Structure. Retrieved 28 Nov, 2014, from http://www.airasia.com/my/en/about-us/irorganizational-structure.page Hampton, M., & Hamzah, A. (2010). The Changing Geographies of Backpacker Tourism in South-East Asia. Innovative Planning & Development, 3. Interstate. (2014). AirAsia Brand Refresh. Retrieved 27 Nov, 2014, from http://www.interstateteam.com/track-record/ project/airasia-10-year-anniversary-brand-refresh/ iwallhd.com (Producer). (2014). AirAsia Boeing. [image] Retrieved from http://www.iwallhd.com/stock/air-asia-boeinginflight-clouds.jpg Jetstar. (2015). Media Kit. Retrieved 3rd Jan, 2015, from http://www.jetstar.com/au/en/about-us/~/_ media/19A532F953224F2DA121F18C1FD6AF25.ashx Journal, W. S. (2014). AirAsia Bhd Quote. Retrieved 28 Nov, 2014, from http://quotes.wsj.com/MY/AIRASIA Online, N. (2014). Symbolism of Colours, Asscociations of The Five Elements, Chinese Beliefs, and Feng Shui. Retrieved 28 Nov, 2014, from http://www.nationsonline.org/oneworld/Chinese_Customs/colours.htm Scoot. (2015). About Scoot Retrieved 4th Jan, 2015, from http://www.flyscoot.com/index.php/en/about-us/aboutscoot.html Wikipedia. (2014). AirAsia Group Destinations. Retrieved 27 Nov, 2014, from http://en.wikipedia.org/wiki/AirAsia_ Group_destinations
