Scoot Marketing Report

Assignment 1: Individual assignment

1. Introduction

Scoot is a no frills, medium to long haul budget airline established by Singapore Airlines. It started in early 2012, with its first flight being a direct daily route to Sydney and Gold Coast. Furthermore, “Asia and Australia served as introductory countries for Scoot routes, followed by India, Africa and Europe.” (Houston)

Scoot aims to deliver service with personality and cotemporary feel; and most importantly safety, reliability, financial strength and punctuality. (Scoot Pte Ltd, 2012) Its purpose is to build incremental business for its parent company. Scoot offers a new price on old routes provided by other carriers. These routes, for example, Australia, will be charged up to 40% lesser than full-serviced airlines. The airline also shows off unusual marketing tactics and operations such as creative marketing videos, casual and attractive uniforms as well as an informal website.

2. Mission

To bring incremental traffic to the SIA group. (Johanson, 2011)

3. Product portfolio

Scoot has many different product lines, which are categorized under fly, flybag and flybageat. The fly package is the simplest of the three, whereby cost of the airfare only includes the seat itself. The flybag package are for passengers who have additional baggage to check in, while flybageat includes not only additional baggage but are preordered food catered to them. Furthermore, Scoot also provides business class package known as the Scootbiz, which will include baggage, meals, in-flight entertainment with ipads as well as in-seat power supply for passenger’s device.

Scoot is currently using four Boeing 777 aircrafts with a capacity of 370 seats in the economic class and 32 seats in business class. It has a wider legroom as compared to other budget airlines.

4. Target Market

Scoot positions itself in the short to middle distance market. It is targeted to consumers of all age group as traveling does not...