MAS, PAS and PUS . . Those of you running a successful business and involved in marketing/ branding successful products and services would understand the concept of “unique selling proposition” USP. What is unique about your products or services that would make your customer buy or use them? What sets you apart from your competitors? Understanding USP is crucial for any business to succeed. . . USP for AirAsia is very simple. Low cost. They are cheap. AA prides itself in offering low costs flights. That’s why Tony Fernandes will fight tooth and nail to avoid using the skybridges – it impacts on his USP. AA grew (and it has grown hugely) by effectively communicating its USP. . . Body Shop’s USP is ethics. Do no harm. No animal testing. Support indigenous communities. That’s why you will find BodyShop working together with many charities. They are careful about where and how they source their products. This is how Anita Roddick grew the business. If you take away the ethics from BodyShop, it will then be just another shampoo company. . Many successful businesses have their own USP. You go and read them up. Ask Dr Google to help you. . So what is MAS’ USP? . . There are more than 1000 airlines (companies) in the world. Only 7 of them are considered 5-star airlines. MAS is one of the 7.. . The Star Airline rating recognises consistent and high standards of staff service delivery in airport and cabin service environments. This covers the cabin quality, cabin crew, facilities on board, meals, beverages, entertainment, facilities on the ground, plus a whole range of other requirements. Just like the hotel rating, 5 star airlines have to meet the highest level of service – which of course MAS does very well. . Those of you who fly frequently on the Europe, US and Australia routes will know this very well. MAS flights are packed with foreigners who are quite happy to pay a premium to fly a 5-start airlines. . MAS is one of only 7 airlines in the world that offers the 5 star service. If you take away this high level of service, then MAS has nothing. It will be just another average airlines and it will have no USP. . . p.s. I think the folks at PAS do not understand this. They probably think that MAS only flies the KL – Kota Bahru and the Kota Bahru – Golok routes. If MAS follows what PAS suggests, then MAS will close shop very soon. MAS + PAS = MAMPUS.
Posted on: Wed, 23 Jul 2014 13:13:56 +0000
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