Airphil Express

8/4/2019 Airphil Express

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Airphil Express, formerly known as Air

Philippines was established as a sistercompany to PAL in 1995 after the Lucio TanGroup acquired it. Recently, it wasrebranded Airphil Express as an independentcarrier from that of PAL Express.

APC MISSION1. Customers with safe and reliable air

transportation with the best service at the

least cost;2. Employees with career development and

job satisfaction; and

3. Stockholders with fair return on their

investment


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Destinations

Bacolod,Busuana,Cagayan de Oro,Calbayog,Catarman,Caticlan (Boracay),

Cebu,Davao,Iloilo,

Jolo,Kalibo,Legazpi,Masbate,Naga,

Ormoc,Puerto Princesa,SanJose(Mindoro)

Singapore, Surigao,Tacloban,(Tagbilaran, Tuguegarao) andZamboanga


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RoutesManila-Bacolod (v.v.)Manila-Busuanga(v.v.)

Manila -Cagayan deOro (v.v.)Manila-Calbayog(v.v.)Manila-Catarman(v.v.)Manila-Caticlan(v.v.)

Manila- Davao (v.v.)Manila-Iloilo (v.v.)Manila-Kalibo (v.v.)Manila-Masbate (v.v.)Manila-Naga (v.v.)

Manila-Ormoc (v.v.)Manila- Puerto

Princesa (v.v.)Manila-San Jose(v.v.)Manila-Surigao(v.v.)Manila-Tagbilaran(v.v.)Manila-

Tuguegarao(v.v.)Manila-Zamboanga(v.v.)Cebu-Bacolod(v.v.)Cebu-Cagayan de Oro(v.v.)

Cebu-Caticlan(v.v.)

Cebu-Iloilo (v.v.)Cebu-Surigaov.v.),

Cebu-Tacloban (v.v.)Cebu-Zamboanga(v.v.)Davao-Cagayan deOro (v.v.)Davao-

Zamboanga(v.v.)Zamboanga-Jolo (v.v.)

Zamboanga-Tawi tawi(v.v.) and Busuanga-Puerto Princesa (v.v.)


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Legazpi Cebu Caticlan (Boracay) Davao

Bus fare 750

Sea fare 2500 2000 3200

Cebu Pacific 2000 2100 4300

Airphil Express 2000 2100 2000 4500

Zest Air 2300 2500 2000 4500


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SWOT ANALYSIS

StrengthsAffiliation with the Nations flag carrierCompetitively priced which assures them that theyhave an equal chance of capturing the market for

domestic travelers.

A distinct strength of Air Philippines is the fact that itis sister companies with Philippine Airlines and

assumes that the airline service provider for theairlines is Lufthansa Technik.


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Compared to its main competitors, Airphil Expressair fares are competitively priced which assuresthem that they have an equal chance of capturingthe market for domestic travelers. The competition

between LCCs is fought on the grounds of value formoney, quality of service, promos and flightroutes, all of which is also an opportunity forAirphil Express to capitalize on.


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Lastly, Airphil Express is a multi-awarded carrier. Ithas been awarded Most Outstanding DomesticAirline several times by the Consumer Union ofthe Philippines in the recent years as well as by

the National Consumer Affairs Foundation and theAsia-Pacific Awards Council.


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It did not market aggressively to introduce to consumers thenew brand name and features of the airline carrier. Rather, itsimply relied on its affiliation and co-operations with PhilippineAirlines and PAL Express to funnel passengers to theirserviceable routes.

Unlike its strongest competitor, Cebu Pacific, Airphil Expresswas not aggressive in generating buzz over its low cost flightsand other services. Instead, Airphil Express has becomeinfamous, following a long line of official and unofficialcomplaints that plague LCCs in the country.


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Air Philippines is always the third choice. Meaningmost of the passengers will check out eitherPhilippine Airlines or Cebu Pacific first. Then it is abattle between the OTHER Airlines. Air Philippines

is the OTHER airline! No Impact on the riding public No Public

Relations impact.

There is always a negative connotation on PAL Plane Always Late.

Low employee morale


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Domestic and Regional Flight Expansion - Oneof the key opportunities inherent in the brandrelaunching and refleeting program for AirphilExpress is the chance to introduce new keyroutes especially regional flights aroundSoutheast Asia.

To capture the market by improving on better

value for money and the intangibles such asbetter service.

Utilizing affiliations wisely - Inform the Public

that though Air Philippines is a sister companyof PAL it does not share the em lo ment woes


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Implementation of a mileage/loyalty program A

loyalty program as the name implies, encouragesbrand loyalty. I


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Negative news and customer complaints goingviral - More and more consumers nowadays areturning to the internet for background informationon anything and everything they purchase.

Conversely, anyone is free to publish comments orreviews on certain products or services theyavailed of.

The presence of negative reviews about theservice of Airphil Express is always a constantthreat to the reputation of the carrier and maytranslate to lost sales.


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Being a sister company of PAL it might share itsemployment and management woes as well.

Name recall is an issue it seems that AirPhilippines started out as a good alternative sincethey advertised and have obtained a good share ofthe market until certain unfortunate events thatmanagement were not able to address.


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AIRPHIL EXPRESS

MARKETING PLANshould include all areas of operation tosuccessfully build and project a new andimproved Airphil Express the airline for the

Filipino people.The AIRPHIL EXPRESS CAMPAIGN

AP will need to integrate functioning

separately at the same time in conjunctionwith its sister company Philippine Airlines.


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Year 1-CREATING AWARENESS

AP Needs to create awareness that it has officially enteredinto the Budget Airline Industry in direct competition with CPA

and the other budget airlines like SeaAir, Laoag Air, etc. The

riding public needs to be aware that they have an extra choice

when it comes to their booking needs throughout the

Philippines. The riding public needs to strengthen its internetvisibility, an area wherein Cebu Pacific is in the lead when it

comes to the industry. This is the modern way to cut the

unnecessary expense lines in order for AP to truly compete.

Massive investments when it comes to Operations, Marketing,

Name Recall, Public Relations will be implemented in order to

create the BUZZ that is needed by the airline company.


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AP needs to be aggressive in offering totheir customer benefit and utilize allforms of media in order to get the word

out there that these opportunities arethere for the taking. They may alsocreate a publicity to minimize their

cost.


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Year 3 FLY AIR PHILIPPINES EXPRESS

In this phase, the marketing and advertising campaignwill not only be left to the Advertising and MarketingExecutives who are responsible for this- but this is anintegrated effort wherein the people from the

Operations will also be involved most specially the verypeople who are in touch with the riding public- thestewards and the stewardesses, the pilots, the bookingagents and ticket counter agents that will check apassenger in, and to the telephone operator that willtake the bookings.


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In this phase we concentrate on reinforcing to the ridingpublic as to why they should continue to take APinstead of the other airlines or the other forms oftransportation. We need to remind the general ridingpublic of the decision as to why they should fly in the

first place and its convenience. The regularmisconception of the hassles of the airport should beredirected as well that the hassles are worth it (if theyare needed hassles) and that AP is addressing thevarious areas in order for the riding public to be truly

comfortable. In this phase, flying is not only the issue-but flying AP is the concentration. We remind the ridingpublic of the Pros of an AP flight.


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The riding public has already made the choice ofCHOOSING Air Philippines. This stage should befocusing on the fact that AP should convince the ridingpublic that AP is there PREFERRED carrier. After theawareness and the interest and being able to fly themfrom point A to point B, AP should now be theirpreferred airline. This is where we concentrate on thevalue of flying AP that it is VERY Filipino to Fly aPhilippine air line.


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Offer Free Baggage discounted evenon excess baggage

Shuttle and Tie up with theInternational sister company PAL

joint flights from the Province to theinternational cities

The Tie UpsHotels/Car Rentals/Tours

Group Purchase buy 5 and get 1 free


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Introduce the computerized check in

Have a mileage program

Use Feng ShuiUse the Religion

Package on ALL the Fiestas throughout

the Philippines from Sinulog toAtiAtihan to Dinagyang etc etc


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Contests, games, lotteries andsweepstakes

Premiums and gifts

DemonstrationCoupons

Rebates

EntertainmentTie ins


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Sales presentation

Incentive programs

Fairs and Tradeshows


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Catalogs

Mailings/E-mail

Telemarketing

Website/Electronic shoppingSocial Networking (Facebook, twitter,Youtube, Bloggers)


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Marketing campaign in majorevent/occasion of the nation New

Year, Valentines Day, Teachers Day,

Graduation Day, Independence Day,Mothers Day, Fathers Day, GrandParents Day, Cityhood, Foundation Day

of Local Government Units, Halloween,and Christmas and New Year!


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The APP AIR PHIL should come up withan App for the IPhone and the variousother operating systems and phones this way those interested will get so

much information over the App It can never be as direct as marketing to

ones mobile phone with the advent oftext messaging over the mobile phone

systems provide text messagingadvertising to those passengers whowould want the announcements to bemade on their mobile phones.


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AIR PHIL should also market and address thatthere is a great potential in the cargo of theairline

That since the company is already makingmoney on their passenger load, then as anadded feature they can focus on makingsome parcels (limited size only that will notaffect the fuel consumption of the plane)

more affordable from point A to point BThese rates should be competitive to the

likes of the DHL, Fedex and UPS deliveries


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very presentable paraphernalia should be produced for theemployees

make their uniforms presentable enough that they can wearit proud even outside of their work

having the logo when they wear it outside of their jobs willmean more brand advertising to the public and eventuallyrecall

most of all, it is already free

Items such as Caps, Tshirts, and other items that are not

expensive. They can also come up with limited edition Designs for sale

to the public.

Airphil Express

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