Scribd Logo
Upload

Welcome to Scribd!

  • Case Study Analysis of Swiss Air

    Uploaded by

    Sravanthi Reddy
    714 views8 pages
    Swissair was founded in 1931 and ceased operations in 2002. It had hubs in Zurich, Geneva, and Basel airports. The document analyzes Swissair's current brand image and customer experience in the late 1990s/early 2000s. It notes both positive and negative perceptions of Swissair. Customers were generally satisfied but had complaints about seating comfort and entertainment options. Swissair promised improvements to services, seating, entertainment, food/beverages, and lounges. The brand repositioning campaign was evaluated as structured, involving customers, and aimed at making Swissair a superbrand long-term.

    Original Description:

    Original Title

    Case Study Analysis Of swiss air

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    Swissair was founded in 1931 and ceased operations in 2002. It had hubs in Zurich, Geneva, and Basel airports. The document analyzes Swissair's current brand image and customer experience in the late 1990s/early 2000s. It notes both positive and negative perceptions of Swissair. Customers were generally satisfied but had complaints about seating comfort and entertainment options. Swissair promised improvements to services, seating, entertainment, food/beverages, and lounges. The brand repositioning campaign was evaluated as structured, involving customers, and aimed at making Swissair a superbrand long-term.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    714 views8 pages

    Case Study Analysis of Swiss Air

    Uploaded by

    Sravanthi Reddy
    Swissair was founded in 1931 and ceased operations in 2002. It had hubs in Zurich, Geneva, and Basel airports. The document analyzes Swissair's current brand image and customer experience in the late 1990s/early 2000s. It notes both positive and negative perceptions of Swissair. Customers were generally satisfied but had complaints about seating comfort and entertainment options. Swissair promised improvements to services, seating, entertainment, food/beverages, and lounges. The brand repositioning campaign was evaluated as structured, involving customers, and aimed at making Swissair a superbrand long-term.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 8

    CASE STUDY ANALYSIS OF

    Current Positioning of brand:

    A QUICK LOOK
    Founded Ceased operations Hubs 26 March 1931 31 March 2002 Zurich Airport Geneva Cointrin EuroAirport Basel-Mulhouse-Freiburg Qualiflyer Swissair Lounges, Qualiflyer Lounges Qualiflyer (now defunct) 76 (2002) 157 SAirGroup Zurich Airport Kloten, Switzerland Mario Corti, last CEO swissair.com &sr692.com

    Frequent-flyer program Airport lounge Alliance Fleet size Destinations Parent company Headquarters Key people Website

    Source: Wikipedia

    WHAT IS CURRENT BRAND IMAGE AND CUSTOMER PERCEPTION OF SWISSAIR?


    Positive Perceptions: Products and services the best in the world Dynamic Caring Successful Well-Known Negative Brand Image: Lagging behind the competitors in terms of punctuality Lack of Foresightedness Lack of global thinking

    WHAT IS THE CURRENT CUSTOMER EXPERIENCE ON SWISSAIR


    Customers were satisfied with swissair but had many complaints such as Seating discomfort in long haul flights in the economy class Lack of proper entertainment in long haul business class Results: Decrease in the customer loyalty rates

    WHAT IS SWISSAIRS PROMISE TO THE CUSTOMERS?


    Constant improvement in the services provided both on and off the air Improvement in the seat power

    New improved in-flight entertainment features and games New improved Food and beverage items
    Revamped lounges Car hire product and gold card travel club membership for the frequent flyers

    HOW WOULD YOU EVALUATE THE BRAND REPOSITIONING CAMPAIGN?


    It is a structured campaign developed with a long term goal It has been done by taking the customers into confidence Repositioning done with the foresight of making swissair a superbrand

    CURRENT SCENARIO
    Founded in
    Hubs

    2002
    Zurich Airport

    Focus cities

    Frequent-flyer program Airport lounge Alliance Subsidiaries Fleet size Destinations Company slogan Parent company Headquarters

    Geneva International Airport EuroAirport BaselMulhouse-Freiburg Miles & More


    HON & Senator Lounge Star Alliance Swiss European Air Lines 80 (+6 orders) 72 Our sign is a promise Lufthansa EuroAirport BaselMulhouse-Freiburg near Basel, Switzerland Register: Basel Harry Hohmeister (President and CEO) CHF 4.8 billion (2010)
    a

    Key people

    Source: Wikipedia

    Revenue

    THANK YOU

    You might also like