What Will Scoot Be?

Topics: Low-cost carrier, Airline, Zoom Airlines Pages: 11 (2833 words) Published: October 18, 2012
Nanyang Academy of Fine Arts
Department of Design and Media
Research and Communication Studies

What Will Scoot Be?
Analysis Report of SIA New Budget Airlines

Author: Evi Pringgodigdo

Date: 30 October 2011
Lecturer: James Sin

Target Market5
Market Positioning7
Creative Design Strategy Proposal9
List of References18


Today, there are two major airline business models that characterize the world’s aviation market: the full service airlines and the low cost airlines. Both of them are playing their role well in the market, targeting different segments, also on the other hand also complementing each other. Lately, Singapore Airlines is going to launch a new no-frills low cost subsidiary airline, operating wide body aircraft on medium and long haul routes. Scoot will likely become the name of this new subsidiary, which will begin their operation on 2012.

The purpose of this research is to define Scoot’s target audience and propose creative strategy to position Scoot in the market in order to fulfill market demands.

This report is based on case study of low cost airlines market, travelling behavior and statistics, and some market surveys using information obtained in interviews with related respondents and public questionnaires.

The results show that Scoot has a great chance to lead in low-cost airlines game market. There are many possibilities that Scoot can take and there are still a lot of unfulfilled market demands from their target audience.

Keywords: Low-Cost Airline, Singapore Airlines Subsidiary, Market Analysis


Nowadays, the economic world is changing faster in terms of size and speed. Flying to other place of the world is no longer a luxury but already become a form of leisure. Few years back, only people with significant financial resources or business could afford to travel by air. Today, students as well as people with average incomes are travelling much more for professional and private reasons such as studying in a foreign country, small business trading, and even holiday getaway or short vacation.

For those reasons, low-cost carrier business model exists and now plays the important role in aviation industry. In order to facilitate market demands, Singapore Airlines (SIA) will launch its new low-cost budget airline so called Scoot. Scoot will be using SIA retrofitted wide body Boeing 777-200s to serve medium-long haul routes. Even Scoot will be managed independently separated from SIA, it seems that Scoot will inherit the good name of SIA for their service quality and professionalism.

There are some factors that may affect the triumph of Scoot, which can be classified as internal and external factors. The internal factor is about how Scoot committees manage and operate the company. However, here we are going focus on how Scoot need to position itself based on some external factors, especially to fulfill the current demands from their aimed target market.


I. Target Market Demographic Profile
Age: 18-35 years old
Gender: Male and female
Race: Chinese, Malay, European, American, etc.
Education: Diploma, degree, master, etc.
Residence: Singapore, China, Europe, Australia, USA
SES: Middle to high social class
Income: Above SGD 2,000/month
Employment: Self-employed, company worker
Marital Status: Single, married
Language: English (primary), Chinese, Bahasa
II. Target Market Psychographic and Behavioristic Profile
Social Class: E, C1, B
Lifestyle: Reformer, explorer, aspirer, resigned
Occasions: Leisure, small business...
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