Documente Academic
Documente Profesional
Documente Cultură
Marketi
ng
Objectiv
es
Overview :
Mandala Air
Macroeconomic
environment
4 Cs analysis : Change,
Consumer, Competitor,
Company
SWOT Analysis
Consumer Insight
Action
Plan
8
Implementation
Target Market,
and Positioning
4
Situation
Analysis :
Marketi
ng
5 Strateg
Marketing
y
Segmentation,
Marketing goal
and objectives
6
Marketing
Strategies and
Tactics
7
Resources
allocation and
budgets
Evaluati
on
9
Controls
progress
measurement
and monitoring
Executive summary
June 2012
Rebranding the new Mandala
Tiger Plane Appearance
May 2011
Tiger Airways
acquire a 33 %
stake, Saratoga
Group 51 % of
Mandala.
Mandala Airlines
focus on Low Cost
Carrier market
1
Jan 13, 2011
Mandala
Airlines
temporarily
stopped flying
all of their
fleet due to
debt
problems.
6
5
4
April 5, 2012
First domestic route,
based in Jakarta and
Medan
April 20, 2012
First international
destination when it
launches the MedanSingapore route.
May 2012
Mandala created a
special niche
among Indonesia's
low-cost carriers by
creating an image
as a safe airline.
Situation Analysis :
4 Cs Diamond
Aviation Law.
The rules on Law No. 1, 2009
on Aviation,
Aviation regulation and
government policy
The increase in aviation fuel
prices
Pol-Leg
Economy
Soc-Cul
Market
Social Media
Phenomenon
People with high
mobility
Situation Analysis :
4 Cs Diamond
Change
Tech
Pol-Leg
Economy
Soc-Cul
Market
Custome
Competito
r
Company is value-decider
The must existing
competence analysis for
the company.
Company have several
choices that is go/invest,
7no no/hold, harvest and
divest.
Company
Customer more
educated
Customer have many
choices
Customer more
demanding and
difficult to satisfy.
Macro Economic
Macro Economy
Indicator
Data
Population
240 million
6,5 %
3600
Data
22.64
7%
10,000
Competitor Analysis
Airlines
in average
Competitor Analysis
Airlines
in average
v
Price
Food
Loung
e
Choice
s of
Seat
Class
Hub
Conne
ctivity
Low
Price
Fast Departur
e from
Cities
Comfo
rtable
Baggage
Included
with Ticket
Price
Market Share
Airline
Frequency
share
38.9%
Capacity
share
45.5%
Domestic
routes
92
Lion Air
Garuda
20.9%
21.6%
38
Indonesia
Batavia
12.7%
10.7%
55
Sriwijaya Air
9.8%
8.8%
39
Merpati
7.4%
5.9%
41
Nusantara
Mandala
3.0%
3.0%
17
Airlines
Indonesia
1.6%
1.8%
6
AirAsia
Source: OAG Max Online for w/c 10 January 2011
11
Opportunities
The growth of the aviation industry
average of 20% -21% per year.
Service low cost carrier (LCC)
more attractive to suck 80%
market share.
Increased tourism sector
Strength
Weaknesses
Shares own Mandala
Service resource is
Saratoga Capital (51%),
limited by lower costs
Tiger Airways (33%),
Limited human
concurrent credit 15%, and
resources Situation.
the old shareholders Cardig Brand is vital for
and Indigo (1%)
market position and
Safe and reliable flights
developing it is always
a challenge
Weaknesses/
Mandala routes are
Strength/ opportunities (SO)
opportunities (WO)
limited.
Treats
High fuel price decreases yield
Aviation regulation and
government policy
The increase of in the customer's
requirements of higher-quality
Mandala Air Marketing Plan - The
12
products
/ services
Second Life
Brand
Increase the Route
Focus on service,
speed and departure
point-to-point.
Weaknesses/ Treats
(WT)
Initiate employee
rewards program for
productivity and
customer retention.
Create expanded
strategy
13
Customers Profile
1
Within a year,
have you
ever
travel?
>12 time/year
How many
100
times a year
%
do you
travel?
YES
3 What was
your
destination?
Domestic
Destination 4%
4%
4%
4%
13%
4%
13%
4%
9%
9%
9% 7% 4%
4%
4%
1-3
time/year
21%
29%
14%
8-12
time/year
4-8
time/year
36%
Balikpapan
Banjarmasin
Jambi
Jayapura
Lampung
Singkawang
Solo
Tanjung Putting
Lombok
Sampit
Denpasar
Makasar
Semarang
Surabaya
Yogyakarta
International
Destination
5%
3% 5%
37%
8%
18%
11%
13%
Korea
London
Philipine
Australia
Hongkong
Bangkok
Kuala Lumpur
Singapore
Airlines Profile
Internation
al
Destinatio
n
What kind of
transportation
do you use?
Airplane
100%
For
Domestic
Destinatio
n
Airplane
79%
Airlines Profile
2
Where do you Buy the
71% Online
| 29% Travel
tickets?
Agent
Batavia Air
Kalstar
3% 3% 3%
30%
30%
5%
14%
Singapore
Airlines
14%
Lion
Sriwijaya
Mandala
Garuda
Air Asia
Mandalas Brand
Awareness
Have you
heard about
Mandala Air?
Yes
100
%
Yes
75%
17% Cheap
Price
6% Good
Service
Netnography
18
Travelers
Promo Lovers
Shopaholic
Value Added
Seeker
Segmentat
ion
20
Low
Price
High
Value
Value
Added
Seeker
Targeting
Positioning
Cost
22
Consumer
Open New
Route,
new route
Full Service
Route
Convenien
t
Travel Agent,
Online,
Smartphone
Application
Communica
tion
360 degree
Communication
consumer
Model
Primarily point-to-point routes
Locations
Mandala operated scheduled services to
3 international and 17 domestic destinations
Focus Cities
Daily flight between Jakarta and Medan.
International destination : Kuala Lumpur in Malaysia &
Medan-Singapore.
Indonesia : Jakarta - Soekarno-Hatta International
Airport [Hub]; Medan - Polonia International Airport
Singapore : Singapore Changi Airport
Malaysia : Kuala Lumpur Kuala Lumpur
International Airport
Other routes that have been approved include JakartaSingapore and Singapore-Denpasar (Bali)-Jakarta.
Terminated destinations
Hong Kong - Hong Kong
Indonesia - Balikpapan, Banjarmasin, Batam, Bengkulu,
Denpasar/Bali, Jambi, Kupang, Padang, Pangkal Pinang,
Pekanbaru, Semarang, Surabaya, Tarakan, Yogyakarta.
Macau - Macau
New Route
Medan
Singapore
Raja
Ampat/Waka
tobi
24
Full Service
Airlines
Route
Medan Bali
Not Favorite
Route
Medan Maluku
Strategy ClockSituational
(Pricing Strategy)
Analysis Ancillary Fees
a
M
a
al
d
n
Reservation
changes, baggage
limitations, frequent
flyer point sales,
concession
In-flight service
Mandala Airlines is give choices of seats class service airline. It had a buy on board service
offering food and beverages for purchase by passengers, but no in-flight entertainment. Seats
were reserved and allocated during check-in. Free in-flight magazines or newspapers and blanket
were provided during flight.
Mandala Airlines had a baggage are included in the flight price about 20 kilos. Priority passengers
also benefit from better seat locations (at the front of the aircraft), free lounge access and free
food and beverages (both in lounges and during flight).[
26
Mandala Bye-Pass
airport self-service
kiosks
Mobile Web
program
Corporate booking
agencies
Traditional travel
agencies
Mandala T.T.M
Ticket Teller
Machine
27
28
Clarification
Marketing
Vision
Core Area
Product
Leadersh
ip
Brand
Leaders
hip
Premium
Custome
r
Leadersh
ip
Brand Essence
Everyone already fly
Brand Positioning
Low Price High Value
Brand Personality
Active, Dynamic, Modern
The differentiations of
Mandala Air than the
competitor
NEW
Airlines
in average
v
Price
Food
Loung
e
Choice
s of
Seat
Class
Hub
Conne
ctivity
Low
Price
Fast Departur
e from
Cities
Comfo
rtable
Baggage
Included
with Ticket
Price
Communal
Co
creation Activation
Conversation
Campaign
Global
Campaign
Local
Campaign
Mandala lovers
pass for unlimited
travel to Mandala
Mandala Lovers
with
destinations.
Mandala believes
Communityhalf
of the buyers
had not flown them
before.
can
Experience
Fly
Mandala Check
and Go
Brand
Brand
Equity
Equity ::
Mandal
Mandal
a
a Tiger
Tiger
Air
Air
Media
Gathering
PR Activities
All you
you can
can Fly
Fly
All
Sales
Sales ::
Numbe
Numbe
rr of
of
Sales
Sales
and
and
Profit
Profit
Credibility/
Image
Advertisem
ent,
TVC @
Commercial
s TV and
Youtube
Education
&
Awareness
Active
Mandala
Product
at
Relationship
Tiger Air
Experience
Social
Were
Media,
Back
Mandal
Exhibitio
n
a Tiger Developing
affiliate
Mandala
Air Mail
relationshi
Tiger Air
List
ps with
Mobile
banks
Booth
Sales
Sales
::
Numb
Numb
er
er of
of
Sales
Sales
and
and
Profit
Profit
Brand
Brand
Equity
Equity
::
Mand
Mand
ala
ala
Tiger
Tiger
Air
Air
Alternative Recommendation
34
Social Media
Website
Mandala Lovers
Continue to Stress
Differentiation
Leverage Integrated
Customer Service System
Target Price Sensitive
Customer
Brand Ambasador
Period
35
thanks
36
Appendix
37
Change
Aviation Law. Airlines or
foreign investor will still be
able to build the airline in
Indonesia, as long as the
majority of shares held by
local investors.
The rules on Law No. 1,
2009 on Aviation, the
aviation world investment of
at least 50 million U.S.
dollars is very burdensome
and threatening local
investors.
Aviation regulation and
government policy
The increase in aviation fuel
prices
Economy
Soc-Cul
Market
Social Media
Phenomenon
People mobility is
increase
The growth of the aviation industry doubled from Indonesia's economic growth average 20% -21% per year.
Low cost carrier (LCC) service more attractive to suck 80% market share.
Domestic aviation market still needs a lot of planes, at least up to 1,000 units considering Indonesia is an
archipelago, while from the side of the plane is still defeated by India, China, even Singapore.
Target of middle-class people of Indonesia increased by 7 million people each year.
We have a lot of business sectors that depend on the airline business, such as the tourism sector.
There are 60 million passengers by 2015 and 75 million by 2020. This opportunity is a good market for
Mandala with the concept of low cost carrier.
Foreign airlines took the market potential of Indonesia, foreign investment in Indonesia will be the toughest
rival for local airlines in Indonesia.
38
Competitor
39
Customer
Customer more educated and
have many information to take
decision.
Customer have many choices
Customer more demanding
and difficult to satisfy.
Customer loyalty is decrease
because a lot of promotion
that offer more benefits.
Customer tend to have more
than one mobile phone
Price- oriented segment is very
big, but have low buying
power.
40
Company
41
Company is value-decider
The others 3Cs must be
learned to see the effect to
campany.
The must existing
competence analysis for the
company.
Base on the existing
competence, take the stretch
possibilities.
Company have several
choices that is go/invest, no
no/hold, harvest and divest.
To decided the choice,
depend on company risk
Mandala Air Marketing Plan - The
attitude
Second Life
Presiden
Direktur
Mulai
Beroperasi
Aliansi
Slogan
Mandala Air
Lion Air
Sriwijaya Air
Air Asia
PT Saratoga Investment Gr
oup
(51%), Tiger Airways
(33%), Kreditur dan
pemegang saham lama
(16%)
DionoNurjadin
PT Lion
Mentari
Airlines
PT. Sriwijaya
Air
PT. Indonesia
AirAsia.
Rusdi
Kirana
Chandra Lie
19 Oktober
1999
2003
Wings Air
We make
people fly
Bisnis
Ekonomi
Program
Frequent
Flier
Lounge
Penumpang
Lion Pasport
Club
Mandala Priority
Lion King
Lounge
www.mandalaair.com
www.lionair.
co.id
www.sriwijayaa
ir.co.id
Twitter
#followers
@mandalaair #8.917
@tigerairways #11.467
@tigerairwayssg #14.280
@lionairline
rs # 2.384
Twitter
tweets
@mandalaair #632
@tigerairways #352
@tigerairwayssg #1.063
Youtube
Jumlah
11
72
Citilink
Sardjono
Jhony
Tjitrokusumo
6 September
1962
Joseph Saul
5 Januari 2002
8 Agustus 2008
Merpati
EasyFlyer
www.merpati.c
o.id
Facebook
#fans
42
Batavia Air
Enjoy Simplicity
Jenis Kelas
Website
Merpati
Nusantara
Airlines
@Sriwijayaair
SJ #2.703
@Sriwijayaair
#1.200
@Sriwijayaair
SJ #18
@Sriwijayaair
#2
@airasiaid
#147.745
Merpati
airlines #
2.432
@merpati_inf
o # 5.011
30.929
6.330
33
www.batavia-air.co.id
@bataviaair #3.242
@citilink #18.154
28
8.147
Citilink
Price
Bookin
g 24
April
Manda
2012
la Air
(7 14
Mei) pagi
Jakarta
Denpas
ar
Lion Air
Prom
o
Ekon
omi
Busi
ness
Sriwijaya Air
Air Asia
Rp.
Promo
Rp.
Prom
n/a
401.00
500.00
o
0;
0;
Rp.
Ekono
Rp.
Regul Rp.
643.00
mi
530.00
er
443.9
0;
0;
00;
n/a
Busines
n/a
s
Merpati Nusantara
Airlines
Batavia Air
Promo
Rp.
379.000;
Eco
Promo
Flexi
Rp.
588.000;
Eco
Budget
Rp.
716.900;
Ekonomi
Business
Rp.
698.000;
-
Eco
Medium
Eco
Premium
Rp.
886.900;
Rp.
1.266.900;
Promo
n/a
Eco
Promo
Flexi
n/a
Eco
Budget
Rp.
556.900;
Ekonomi
Rp.
918.000;
-
Eco
Medium
Eco
Premium
Rp.
886.900;
Rp.
1.266.900;
Citilink
Rp.
399.090;
Denpas
ar Jakarta
Prom
o
Ekon
omi
Busi
ness
43
Rp.
Promo
Rp.
Prom
n/a
544.00
460.00
o
0;
0;
Rp.
Ekono
Rp.
Regul Rp.
643.00
mi
530.00
er
443.9
0;
0;
00;
n/a
Busines
n/a
s
Rp.
399.090;
Place
Reserv
Manda
ation
la Air
by
Websit
e
(online
)
Travel
Agenc
y
Airport
Phone
(call
centre
44
Lion
Air
Sriwija
ya Air
Air
Asia
Merpa
ti
Nusan Batavi
Citilink
tara
a Air
Airline
s
v
v
v
v
Mandala Air Marketing Plan - The
Second Life
Promotion
Mand
Sriwij
Air
ala
Lion Air aya
Asia
Air
Air
Onlin
e
Prom
otion
45
Visa
epaym
ent
Merpati
Nusanta
ra
Airlines
Visa
Mandiri
OCBC
NISP
Klik Bca
Bca
Visa
Bank
bri
Bni
Bii
Bank
sums
el
Visa
mast
er Air Marketing Plan - The
Mandala
Second Life
Batavia
Citilink
Air
BCA
Mandiri
NMO
Visa
Master
Paypal
Discov
er
Americ
an
Express
Service
Mandala
Air
Booking
My Flight
Lion
Air
v
v
v
v
Loyalty
Program
Courier
Air
Asia
v
Entertainme
nt
Online
Shopping
Credit Card
v
v
v
v
Savers
Account
Corporate
46
Webbanner
v
v
v
v
v
Mandala Air Marketing Plan - The
v SecondvLife
Citilin
k
v
Batavia
Air
Cargo
Promosi
Merpati Nusantara
Airlines
v
Flight Info
Hotels &
Tours
Travel Info
Sriwijaya
Air
Situational Analysis
Ansoff Matrix
Products
Ma
rk
ets
Exi
sti
ng
Existing
New
Market
Penetration/Consolidation
Product Development
4
5
Ne
w
3
Market Development
Diversification
Situational Analysis
Strategy Clock (Pricing Strategy)
Man
d
ala
Opportunities
A. The growth of the aviation industry average of 20% -21% per year.
2. Long haul flight to get your trial is an undeveloped market share
3. Differentiation from traditional LCC models by adding customer services or as
full-service operation with a low fare airline
4. Ongoing industry consolidation has opened up prospects for new routes and
airport deals
5. High fuel prices will squeeze out unprofitable competitors
6. Service low cost carrier (LCC) more attractive to suck 80% market share.
7. 16 domestic routes and four international routes
8. Target the middle class 7 million people each year.
9. Increased tourism sector
10. 60 million passengers by 2015 and 75 million by 2020.
11. Mandala will operate 10 Airbus A320 aircraft.
12. Aviation Law. Airlines or foreign investment will still be able to build the airline
in Indonesia, as long as the majority of shares held by local investors.
13. Expand the technology of the website (ie iPhone apps, etc.)
Treats
1. Full service airlines cut costs start to Compete
2. Entrance of other LCCs
3. High fuel price decreases yield
4. Accident, terrorist attack, and disaster and affect customer confidence
5. Aviation regulation and government policy
6. Increase in operation cost in producing value-added services
7. System Disruption due to Heavily reliance on online sales
8. Asean Open Sky enacted in 2015
9. Six airlines So Tight Competitors in Asean Open Sky (Singapore Airlines, Thai
Airways, Malaysia Airlines, AirAsia, Tiger Airways and Jetstar Airways.
10. The regulation on Law No. 1,2009 on Aviation, the aviation world investment of
at least 50 million U.S. dollars is very burdensome and threatening local investors.
11. Foreign airlines also eyeing the market potential of Indonesia, foreign
investment in Indonesia will be the toughest rival for local airlines in Indonesia.
12. The increase of in aviation fuel prices
13. The increase of in the customer's requirements of higher-quality products /
services
14. Tiger Airways Mandala proposed name is replaced with the name Tiger.
49
Strength
1.
Shares owned Mandala Saratoga Capital (51%), Tiger Airways
(33%), concurrent credit of 15%, and the old shareholders
Cardig and Indigo (1%).
2.
Tiger Sandiaga and prepare capital of U.S. $ 250 million.
3.
Tiger Airways business model adopted.
4.
Low-cost airline
5.
Mandala operated scheduled services to three international
and 17 domestic destinations, used a narrow-body fleet of
Airbuses.
6.
The name Mandala is not changed
7.
Safe and reliable flights
8.
Tiger Airways, together with its associated airlines, operates
a fleet of 32 Airbus A320 aircraft
Weaknesses
1.
Service resource is limited by lower costs Limited
human resources Situation Could not handle
irregular.
2.
Government interference and regulation on airport
deals and passenger compensation.
3.
Non-central location of secondary airports.
4.
Brand is vital for market position and developing it is
always a challenge
5.
Heavy reliance on outsourcing
6.
New entrants to Provide the price-sensitive services
7.
Mandala is still not a good name in the public eye
since 2011 had been frozen.
8.
The plane is still not much
9.
Mandala routes are limited.
10. Other companies using the LCC business model too.
11. New Mandala will penetrate the Jakarta-Medan route.
As for the international flights will start from Jakarta
to Kuala Lumpur, Malaysia.
Netnography (3)
50
Netnography (3)
51