A Class Presentation: A Service Marketing Analysis of Swiss International Airlines.

1. Agbamu Kenoma Eugene
Azubogu Chidubem Cletus
Bovieri Tommaso
Freiburghaus Steve
Gagliati Marco
Giuliani Sara Maria
Labo’ Claudia
Sarinelli Tiziano
A class work on a Service Marketing analysis Toulouse Céline
of Swiss International Airlines
Masters in Marketing, Universita della Svizzera Italiana, Switzerland

2. CONTENT
• Presentation of the
company
• Segment, Position and
Target
• Experienced and Expected
Quality (Analyzing Swiss
with the Service encounter
model)
• Brand Image
• Marketing Communications
• Conclusions and
Recommendations

3. History
• 1931 Foundation of Swissair
• 1950’s New destinations and cooperations
• 1990’s Cooperation agreements and new
strategies
• 1998 Halifax crash
• 2001 Bankruptcy
‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐
• 2002 Foundation of SWISS
• 2005 Lufthansa takes over SWISS

4. Old Swiss Air
Segmentation Positioning
Business focus was on • Flag Ship Business of
market growth to gain Switzerland
penetration in both the:
• Intercontinental Routes
Market Segment • Differentiation Strategy:
Positioned for Quality Service
• Regional Market
Segments

5. …Unfortunately
Differentiation Strategy
Strategy
Inconsistency
Low Cost Strategy
Other Market Forces
Unclear Positioning
Bankruptcy

6. Rebranding Swiss International Airlines
The Airline was later
rebranded to serve 3
segments and is now
positioned for High Quality,
Good Service, Safety and
Reliability

7. Service Expectation

8. Service Expectation Drivers
• Food and beverages services
• Personnel
• Cabin features
• Internet services
• In‐flight activities
• Airline Country of origin
• Punctuality
• Speed
• Types of aircraft
• Safety

9. Pre‐flight Services
Online Check in
Airport Lounges

10. In‐flight Services

11. Image
Total Perceived Experienced
Expected Quality Quality
Quality
Image
•Marketing
Communication Functional Quality
•Sales Technical Quality •Onboard entertainment
•Image •High quaity, safe •Well trained airline crew
and reliable airline •Service differentiated
•Word of Mouth •Offering: First, Business
•Public Relations service and Economic Class
•Customer Needs and •Comfortable airport
lounges
Values

12. Brand Image

13. IMAGE BRAND:
The brand image brings the
idea of a reliable, precise and
punctual company in typical
Swiss style; this is recalled by
the colors and the design of
the brand.
EXPECTATIONS: EXPERIENCE:
Punctuality; Most of swiss user cite the efficient service,
ejoyable experience, the hardworking staff, the
Service precision;
Reliability. cleanliness and the comfort of the aircrafts.
Those who have a bad opinion on the
company think that the prices are too high,
that the aircraft are uncomfortable and that
the staff is impolite.
DESIGN QUALITY: CUSTOMER PERCEIVED RELATIONSHIP QUALITY:
Exclusive; Staff politeness;
QUALITY: Easy booking of flights (also without
Functional;
Innovative. registration to the webside);
Present for all passengers.
The perceived quality is high for
most swiss users, the
experience in the whole is good.
PRODUCTION AND TECNICHAL QUALITY:
DELIVERY QUALITY: High quality, Safe and reliable airline service.
Efficient service on flight;
Reservation 24/7;
Favorable prices on selected routes;
Swiss shop;
Good value for money.

14. MARKETING COMMUNICATIONS
Swissair implemented an Integrated Marketing Communication Strategy for
for its rebranding and repositioning campaign.
The main objective was to communicate it’s new value as a safe, quality
and reliable airline.
The different channels explored as follows:
1) Advertising
2) Electronic marketing (internet)
3) Public relations
4) Direct marketing
5) Promotions

15. Conclusions and Recommendations
Conclusions:
• Meeting customer expectations
• Communication issues
• Problems linked to the bankruptcy
Recommendations:
• Make more advertisement to communicate the brand;
• Add international flights to the route they have;
• Stress the link between the company logo and the Swiss flag that would bring to
the company a more reliable image;
• Maintain a strategic focus on differentiation in service delivery;
• Try, through advertising campaigns or buzz marketing, to delete the idea of the
bankruptcy linked to Swissair

16. Danke !
Merci !!
Grazie !!!
Thank You !!!!