8/3/2019 Case Study Analysis Of swiss air

http://slidepdf.com/reader/full/case-study-analysis-of-swiss-air 1/8

CASE STUDY ANALYSIS OF

Current Positioning of brand:

8/3/2019 Case Study Analysis Of swiss air

http://slidepdf.com/reader/full/case-study-analysis-of-swiss-air 2/8

A QUICK LOOK 

Founded 26 March 1931

Ceased operations 31 March 2002

Hubs Zurich AirportGeneva CointrinEuroAirport Basel-Mulhouse-Freiburg

Frequent-flyer program QualiflyerAirport lounge Swissair Lounges, Qualiflyer Lounges

Alliance Qualiflyer (now defunct)

Fleet size 76 (2002)

Destinations 157

Parent company SAirGroupHeadquarters Zurich Airport

Kloten, Switzerland

Key people Mario Corti, last CEO

Website swissair.com &sr692.com

Source: Wikipedia

8/3/2019 Case Study Analysis Of swiss air

http://slidepdf.com/reader/full/case-study-analysis-of-swiss-air 3/8

 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

8/3/2019 Case Study Analysis Of swiss air

http://slidepdf.com/reader/full/case-study-analysis-of-swiss-air 4/8

 WHAT IS THE CURRENT CUSTOMER 

EXPERIENCE ON SWISSAIR 

Customers were satisfied with swissair but had manycomplaints 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

8/3/2019 Case Study Analysis Of swiss air

http://slidepdf.com/reader/full/case-study-analysis-of-swiss-air 5/8

WHAT IS SWISSAIR’S PROMISE TO THE

CUSTOMERS?

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

New improved in-flight entertainment features and gamesNew improved Food and beverage items

Revamped lounges Car hire product and gold card travel clubmembership for the frequent flyers

8/3/2019 Case Study Analysis Of swiss air

http://slidepdf.com/reader/full/case-study-analysis-of-swiss-air 6/8

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

8/3/2019 Case Study Analysis Of swiss air

http://slidepdf.com/reader/full/case-study-analysis-of-swiss-air 7/8

CURRENT SCENARIO

Founded in 2002

Hubs Zurich AirportFocus cities •Geneva International

Airport•EuroAirport Basel-Mulhouse-Freiburg

Frequent-flyer program Miles & More

Airport lounge HON & Senator Lounge

Alliance Star Alliance

Subsidiaries Swiss European AirLines

Fleet size 80 (+6 orders)

Destinations 72

Company slogan Our sign is a promise

Parent company Lufthansa

Headquarters EuroAirport Basel-Mulhouse-Freiburgnear Basel, SwitzerlandRegister: Basel  

Key people Harry Hohmeister(President and CEO)

Revenue CHF 4.8 billion (2010 )a Source: Wikipedia

8/3/2019 Case Study Analysis Of swiss air

http://slidepdf.com/reader/full/case-study-analysis-of-swiss-air 8/8

THANK YOU