Tiger Brand Positioning Discussion Paper
December 19th, 2008
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Agenda
1. Marketing Objectives2. Draft Brand Greenprint 3. Market Context4. Positioning Options5. Positioning Recommendation6. Final Brand Greenprint
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Marketing Objectives
1. Maintain targeted sales rate for 20092. Competitively position Tiger Airways brand and increase
footprint by:• Stimulating air travel market and passenger volume• Stealing market share
Growing the market is the purview of LCCs and has been strongly evidenced by the likes of Ryanair and EasyJet in Europe (along with 38 other LCCs), and Qantas’ Jetstar in Australia which claims to have grown the market by 10% in its first 2 years of operation.
The opportunity to steal market share from the premium airlines cannot be overlooked given the increased price sensitivity of consumers.
Low cost fares will drive sales, but where price and promotion parity occurs, the brand can assume the role of key differentiator and give customers a reason to choose Tiger Airways.
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Greenprint
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Why use the Greenprint?
The Spinach Greenprint provides clarity, consistency and inspiration for everyone who works on or with your brand.
• Focus and Inspiration• Brand foundations firmly in place in a dynamic environment.• Clear and compelling goal that is a unifying focal point for the
entire organisation.
• Clarity• Internal expectations of performance and behaviour are clear ie.
all staff members are clear about why they’re here and what they stand for.
• Consistency• Removes subjective interpretation and judgement about
priorities and goals.
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Greenprint universal applications
• Marketing and Communications Program• Advertising• PR• Sponsorship• Guerrilla Tactics etc.
• Product development• Internal culture development• New business initiatives• Strategic alliances• etc.
our positioning
key stakeholdersour purpose our brand values features
priority markets
What we are trying to achieve
The way we do things
What we deliver Who we deliver to
Competitive Set
our vision
our brand personality
logo/tagline
what we’re not
emotional benefits
functional benefits
1
2
5
Our competitive focus
Groups we should consider in the communications mix
Where our focus should be by geographic market and/or target audience/segments.
Visual and audio identify and symbols
The company’s fundamental reason for existence beyond just making money.
A clear and compelling goal that is a unifying focal point for the entire organisation.
A statement used internally to articulate our promise to our customers expressed as a differentiated benefit.
The company’s essential and enduring tenets, not to be compromised for financial gain or short-term expediency.
The character traits that most define our brand.
Ensure character traits are clearly defined
Attributes that define our service and products
Tangible benefits derived from one or more service/ product attributes – the rational ‘what’s in it for me’ for the client
Intangible benefits derived from one or more service/ product attributes – the emotional ‘what’s in it for me’ for the client
tone of voice
You can say the right thing about a product or service but it doesn't guarantee that anybody will listen. How can we say it in a way that people will relate to?
3 4
our positioning
key stakeholdersour purpose our brand values features
priority markets
What we are trying to achieve
The way we do things
What we deliver Who we deliver to
Competitive Set
our vision
our brand personality
logo/tagline
what we’re not
emotional benefits
functional benefits
1
2
5
JetstarVirgin Blue
1. Shareholders2. Customers3. Staff4. Media
MelbourneAdelaide
Target:• Lower socio-
economic groups• Infrequent/first-
time travellers• Female skew
TigerTagline (tba)
To provide safe, reliable and convenient point-to-point air travel at the lowest possible price.
To become Australia’s preferred domestic carrier.
?
Competitive PassionateStraight forwardPragmaticGenuine
RudeCold
1. Low cost fares2. Fantastic deals.3. On-time
performance4. New aircraft.5. Online sales. 6. Passengers only pay
for what they want.7. Affordable
amenities.8. Ticket-less travel.
AffordabilityPunctualityReliabilityComfortable flying
Peace of mindSense of fair playEnabling:• New experiences• Family bonding• Freedom
tone of voice
Clear, honest and empathetic.
3 4
Customer championEfficientEmpoweringSingle-mindedEgalitarian
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Market Context
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Implications of economic slowdown
Category issues:• Challenge to stimulate domestic travel• Soft inbound tourism• Overall traffic volume prediction recently slashed from 4.5
per cent to 2.9 per cent (IATA)• Falling loads mean many operators are dumping capacity.
But, this challenging climate presents more opportunities for Tiger Airways than issues because:
• Cost will become increasingly significant for new and existing travellers.
• Tiger is well positioned to win from a recession with signs already of people downgrading travel choices with a shift from premium (World Travel Market 2008 report)
But…with more low cost carriers likely (Emirates & VivaJet to name two) differentiation within the LCC space becomes critical.
Source: Our Environment: A paper for Tourism Tasmania’s Strategic Planning Forum, 11/08
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Brand Positioning
Some other factors to consider:
• Tiger cannot leverage first-to-market advantage. In the mind of the consumer, Jetstar is a low cost carrier. In addition, we have already had Compass Mark 1, Compass Mark 2, and Virgin Blue (in the early days).
• As well as deep pockets, Jetstar enjoys high top-of-mind awareness and No. 1 in the consideration set, evidenced by the google rating against ‘cheap flights’ key search term:
• No. 8 Jetstar• No. 18 Virgin Blue• No. 23 Qantas• No. 200+ Tiger
• While SEM and SEO can assist in driving brands up the google search ladder, tom awareness and brand consideration are critical to drive direct enquiry from the consumer.
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Brand Positioning
• So, what will entice travellers to put Tiger on their consideration list? What makes them stand apart from Jetstar (as the key competitor)?
• ‘Cheaper flights’ is compelling, but not differentiating. And arguably, promoting this message alone in the market may benefit Jetstar more than Tiger while Jetstar are enjoying higher tom, salience, preference and more sizeable inventory.
Masterbrand Positioning
The Age “improves me”Potential Positioning Support
Product/ Service
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Which product proof point is the most compelling and differentiating to add to price?
Brand Positioning
• While Tiger cannot compete in areas of scheduling and ease at this stage, they definitely can substantiate efficient departure/arrival times with a current rating of 84%, as well as efficient ‘on ground’ process. The key consumer benefit being reliability.
• The point is that price + reliability = value.
• And differentiation and value have never been more important.
Positioning Options
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Positioning – how it works
CONSUMER INSIGHT
The thing that you know about the consumer’s mindset that is most
relevant to your objective
CONSUMER INSIGHT
The thing that you know about the consumer’s mindset that is most
relevant to your objective
BRAND INSIGHT
The thing about your brand that addresses or answers the consumer
insight
BRAND INSIGHT
The thing about your brand that addresses or answers the consumer
insight
POWERFUL TRUTH
The thing we’re going to say to make them
think/do/feel the desired out-take
POWERFUL TRUTH
The thing we’re going to say to make them
think/do/feel the desired out-take
+ =
What about me? I’d like to visit my friends and family too, but I can’t
afford it!
What about me? I’d like to visit my friends and family too, but I can’t
afford it!
Tiger Airways consistently delivers low cost, on-time air
travel
Tiger Airways consistently delivers low cost, on-time air
travel
Everyone deserves a reliable, cheaper way
to fly.
Everyone deserves a reliable, cheaper way
to fly.+ =
Tiger Airways
©SPINACH ADVERTISING 2008
Positioning – how it works
CONSUMER INSIGHT
The thing that you know about the consumer’s mindset that is most
relevant to your objective
CONSUMER INSIGHT
The thing that you know about the consumer’s mindset that is most
relevant to your objective
BRAND INSIGHT
The thing about your brand that addresses or answers the consumer
insight
BRAND INSIGHT
The thing about your brand that addresses or answers the consumer
insight
POWERFUL TRUTH
The thing we’re going to say to make them
think/do/feel the desired out-take
POWERFUL TRUTH
The thing we’re going to say to make them
think/do/feel the desired out-take
+ =
I’m sick of paying through the nose for
crap service.
I’m sick of paying through the nose for
crap service.
Tiger Airways consistently delivers low cost, on-time air
travel.
Tiger Airways consistently delivers low cost, on-time air
travel.
Everyone deserves a reliable, cheaper way
to fly.
Everyone deserves a reliable, cheaper way
to fly.+ =
Tiger Airways
©SPINACH ADVERTISING 2008
Positioning – how it works
CONSUMER INSIGHT
The thing that you know about the consumer’s mindset that is most
relevant to your objective
CONSUMER INSIGHT
The thing that you know about the consumer’s mindset that is most
relevant to your objective
BRAND INSIGHT
The thing about your brand that addresses or answers the consumer
insight
BRAND INSIGHT
The thing about your brand that addresses or answers the consumer
insight
POWERFUL TRUTH
The thing we’re going to say to make them
think/do/feel the desired out-take
POWERFUL TRUTH
The thing we’re going to say to make them
think/do/feel the desired out-take
+ =
I feel let down that air travel isn’t more
affordable.
I feel let down that air travel isn’t more
affordable.
Tiger Airways has the lowest operating costs
in the category.
Tiger Airways has the lowest operating costs
in the category.
Tiger Airways delivers consistently cheaper
flights.
Tiger Airways delivers consistently cheaper
flights.+ =
Tiger Airways
our positioning
key stakeholdersour purpose our brand values features
priority markets
What we are trying to achieve
The way we do things
What we deliver Who we deliver to
Competitive Set
our vision
our brand personality
logo/tagline
what we’re not
emotional benefits
functional benefits
1
2
5
Everyone deserves a reliable, cheaper way to fly.
OR/
Tiger Airways delivers consistently cheaper flights.
tone of voice
3 4
JetstarVirgin Blue
1. Shareholders2. Customers3. Staff4. Media
MelbourneAdelaide
Target:• Lower socio-
economic groups• Infrequent/first-
time travellers• Female skew
TigerTagline (tba)
To provide safe, reliable and convenient point-to-point air travel at the lowest possible price.
To become Australia’s preferred domestic carrier.
Competitive PassionateStraight forwardPragmaticGenuine
RudeCold
1. Low cost fares2. Fantastic deals.3. On-time
performance4. New aircraft.5. Online sales. 6. Passengers only pay
for what they want.7. Affordable
amenities.8. Ticket-less travel.
AffordabilityPunctualityReliabilityComfortable flying
Peace of mindSense of fair playEnabling:• New experiences• Family bonding• Freedom
Clear, honest and empathetic.
Customer championEfficientEmpoweringSingle-mindedEgalitarian
©SPINACH ADVERTISING 2008
Recommendation
To position Tiger Airways in the Australian market as the only airline that passionately believes that:
Everyone deserves a reliable,cheaper way to fly.
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Next Steps
• Agree positioning statement.• Sign off Brand Greenprint• Develop alternative creative expressions to
match the brand positioning.• Evaluate and select one to form the basis of
the 2009 Campaign strategy.
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