TigerAir and JetStar Brand Promotion

Running head: TIGERAIR AND JETSTAR BRAND PROMOTION
TigerAir and JetStar Brand Promotion
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1TIGERAIR AND JETSTAR BRAND PROMOTION
Table of Contents
Introduction......................................................................................................................................2
Background......................................................................................................................................2
Overview of the Companies.........................................................................................................2
Customer Market Segmentation...................................................................................................3
Jetstar Group.............................................................................................................................3
TigerAir....................................................................................................................................4
Market Share calculation and Analysis........................................................................................4
Expected Profitability Calculation...............................................................................................6
Porter’s Generic Strategies...........................................................................................................7
Ansoff’s Product Market Strategic Options.................................................................................8
Product Life Cycle.......................................................................................................................9
Data Collection Method...................................................................................................................9
Findings.........................................................................................................................................11
TigerAir......................................................................................................................................14
Jetstar.........................................................................................................................................16
Improvement of Customer Reviews and Potential Customer Reviews.........................................18
Brand Image and Performance......................................................................................................19
Brand Promotion Plan....................................................................................................................20

2TIGERAIR AND JETSTAR BRAND PROMOTION
Conclusion.....................................................................................................................................20
References......................................................................................................................................22

3TIGERAIR AND JETSTAR BRAND PROMOTION
Introduction
The Australian Aviation Market is comprised of many firms that cater to the low cost
travelers and have been growing at a fastened in the recent years. Two such airlines firm are
TigerAir and Jetstar. In this paper their market positioning is analyzed and the services that need
more attention and rebranding are identified and a brand is formed for each of the two firms that
will focus on improving the identified services and a brand promotional plan based on the
strategy of Corporate Social Responsibility is also framed.
Background
Overview of the Companies
The Australian Aviation Market has been known for providing low cost airlines services
to the population for over a few years now. Reports suggest that globally around 17% of the
passengers using the services of the Australian Airlines are low cost travelers. The Jetstar Group
is well known for its low fare and other low cost services across the world and also in Australia.
The company launched itself in Australia in the year 2004 and has helped in providing low cost
services to almost 250 million passengers (jetstar.com, 2018). TigerAir on the other hand is a
comparatively newer firm established in 2007 in Melbourne, Australia and two other bases have
also been opened by the firm at Sydney and Brisbane in 2012 and 2014 respectively
(tigerair.com.au, 2018). Further, TigerAir is one of the few airlines industry firms that
continuously try to innovate and provide customers with new services and products so that they
are able to keep up to the changing customer demand patterns in accordance with the low cost
model that they use for business every day.

4TIGERAIR AND JETSTAR BRAND PROMOTION
Customer Market Segmentation
The customer market segmentation for the airlines industry is any country is always
important and is based on a few parameters that determine the target customer base for the firms
operating in this industry. The market segmentation and target market segmentation for the two
firms in this case is represented as follows:
Jetstar Group
Figure 1: Customer Market Segmentation of JetStar group
Source: Self made
The Jetstar Group
Leisure Travelling
Single or Couple Passengers:
(Age: 18-34 years)
(72% of passenger's income
above AUD 70,000 per yeAr)
(High proprtion of income
spent on leisure activities)
Family Passengers:
(Age : 25- 44 years)
(Household income
over AUD 70,000 per
year)
Business Traveller
(Age: 35 - 59 years)
Professionals and high
frequency flyers

5TIGERAIR AND JETSTAR BRAND PROMOTION
TigerAir
Figure 2: Customer Market Segmentation of TigerAir
Source: Self made
Low cost Airlines attracting low cost
frequent flyers
Attracting customers having an annual
income of around AUD 50,000 to 70,000
The age ranges from 24 to 75 years with
variation in economy and business class and
is often used as a substitute to travel by
road or sea by customers