singapore marketing mix

Marketing Mix

PRODUCT N SERVICE

Whether you're on board or on the ground, Singapore Airlines is pleased to

serve you.

On Ground Service

The following are various services provided by SIA:

Check-In Services

Depending on where passenger is he may check-in for SIA flight between 2

hours to 24 hours before the scheduled departure time. Check-in counters

generally close 30 minutes before the departure time.

Our Check-In Services Include:

Early Check-In

Express Check-In

Downtown Check-In

Internet Check-In

Return Check-In

Telephone/Fax Check-In

Silver Kris Lounge Check-In

Baggage Information

First Class Baggage Allowance

Raffles Class Baggage Allowance

Economy Class Baggage Allowance

Useful Baggage Acceptance Information

TICKETING

Electronic ticketing

For the convenience of passengers, Singapore Airlines have introduced

electronic ticketing for selected flights. An Electronic Ticket is no different

from a paper ticket -- all the information is stored within our system.

Passengers no longer have to worry about losing the tickets and changing

travel plans is just a phone call away.

Cancellations, Refunds and Lost Tickets

Cancellation, refund and lost ticket fee may be levied in some cases.

SIA reserve the right to refund only to the person who originally paid for the

ticket and to refuse refund when application is made later than 30 days after

the expiry date of the ticket.

Exclusive Personalized Ground Services

First Class customers and Solitaire PPS Club Members can experience

personalized ground services from the moment they alight their cars on the

departure level. Just like the service in a top class hotel, a porter will

unload the baggage and a member of Premium Services team will assist

the passenger through to First Class Reception lounge, an elegant facility

located next to immigration.

Premium Services Officer will handle check-in. A private entrance from the

lounge leads you directly to Immigration. One may then proceed to the

Silver Kris Lounge or to boarding gate, relaxed and ready for the journey.

INFLIGHT SERVICES

FIRST CLASS

For the comfort of Customers, all first class seats have an adjustable Lumber

Support and Foot Rests. A wide range of food and wine is provided. Book the

cook service enables the passengers to order the main course in advance

from a selection of popular international and Asian Delight. Passengers can

also order snacks from the exorbitant variety including hot soups. Passengers

can also avail for Sandwiches with Ham/Cheese and various other toppings.

RAFFLES CLASS

The level of service is similar to that of first class with excellent selection of

Cuisines and Wines. Customers can enjoy the comfort of exclusively

designed wider seats with extra leg room. Espresso and Cappuccino are also

available. Snacks and other beverages including Ice creams are also

available.

ECONOMY CLASS

On selected flights exceeding 10 Hours, customers are offered snacks.

Individual kits including Knitting Socks and tooth brush sets are provided on

overnight and long haul flights.

ENTERTAINMENT

Movies and Music:

Latest Hollywood Movies, short feature and international news are screened

in some of its flights. Several movies come with Dual language soundtrack

and foreign language subtitles. Music is available in all flights. Customers can

enjoy the entertainment wit their Dolby Headphones.

Reading Material:

A variety of newspapers and magazines from all over the world are available

to SIA passengers.

Safety

Passengers are requested to fasten their seat belts. The crew offers an infant

seat belt for infants in arms.

FOOD and beverages

An exquisite spread just for you....

Wine and dine in style as you travel with us in

First Class. Our highly personalized flexi-dining

service gives you total control over what you

want to eat, when you want to eat. Take your

pick from our wide selection of cuisine and our

cabin crew will be happy to serve you your meals at your own pace.

ALLIED SERVICES

Unaccompanied Minors/Young Passengers

Children between the ages of 5 and 12 years old

travelling alone are considered Unaccompanied

Minors. Those between 13 to 16 years and travelling

alone are considered Young Passengers.

Special handling is accorded to them throughout their

journey with us. To avoid inconvenience, parents /

guardians are requested to inform the local SIA office at the time of booking if

it is for an Unaccompanied Minor / Young Passenger.

Travelling with Infants and Children

Child Car Seat

Passengers may use approved car seats onboard for

your child. The seat must be able to be secured onto

the aircraft passenger seat by means of the aircraft

safety belt and must conform to all applicable safety

standards certified for use in aircraft. You should seat

your child in the car seat during takeoff, landing, turbulence or anytime the

fasten seat belt sign is illuminated.

Bassinets are provided on a first come first served basis. The dimensions of

the bassinets are 76cm (l) x 36cm (w) x 16cm (d). Bassinets can support a

maximum weight of 16kg.

SIA’s Silver Kris Lounge (SKL)

It is part of the Airline’s total travel experience

– with its facilities providing First and Raffles

Class customers, and PPS Club members, with the same high standard of

service on the ground as in the air. Whether you just want to relax over a drink

or attend to urgent business before you begin your journey, our Silver Kris

Lounges worldwide can meet your needs.

Locations without Silver Kris Lounges Apart from our Silver Kris Lounges,

eligible passengers also enjoy access to our contracted lounges at all other

destinations.

As SIA is a member of Star Alliance, there are almost 300 Star Alliance

airline-operated lounges** for you to choose from wherever you are around

the world.

PRICING

South East Asia

Destination ValidityBooking

Class

Adult

Fare

Child

Fare

Singapore (All Flights) 14 Days

14 Days

14 Days

M

B

Y

7,800

8,800

9,200

5,900

6,600

6,900

Singapore

ex-BKK by SQ63, 65,

879, 973

14 Days

14 Days

14 Days

M

B

Y

6,800

7,800

8,200

5,100

5,900

6,200

Bandar Seri Begawan,

Kuala Lumpur,

Penang,

12

Months

Y 12,700 9,600

Jakarta, Surabaya 1 Month

12

Months

B

Y

12,200

16,000

9,200

12,200

Denpasar 1 Month

12

Months

B

Y

12,700

18,200

9,600

13,700

Manila 3

Months

12

Months

B

Y

16,200

18,700

12,200

14,100

North Asia


Class

Adult

Fare

Child

Fare

Osaka (direct)

High Season

15Mar-15May, 10Jun-

45 Days M 17,000 12,800

31Aug,

01Oct-31Oct

Low Season

16May-09Jun, 01Sep-

30Sep

45 Days

45 Days

Y

Y

20,000

19,000

15,000

14,300

Fukuoka, Nagoya,

Tokyo

High Season

15Mar-15May,

0Jun- 31Aug,

01Oct-31Oct

Low Season

16May-09Jun, 01Sep-

30Sep

12

Months

45 Days

45 Days

Y

M

M

25,500

20,500

19,500

19,200

15,400

14,700

Seoul (direct)

45 Days

12

Months

M

Y

14,000

22,000

10,500

16,500

Beijing, Guangzhou,

Shanghai

12

Months

Y 25,600 19,200

Hong Kong 7 Days

12

Months

M

Y

12,100

15,400

9,100

11,600

Taipei 12

Months

Y 18,700 14,100

West Asia & Africa


Class

Adult

Fare

Child

Fare

Cairo, Istanbul 3

Months

12

Months

B

Y

27,700

32,200

20,800

24,200

Jeddah 3

Months

12

Months

B

Y

28,000

32,500

21,200

24,400

Calcutta, Chennai

Madras

Delhi, Dhaka,

Mumbai, Bangalore

3

Months

12

Months

M

Y

17,400

24,700

13,100

18,600

Colombo, Male 4

Months

M 19,200 14,400

Dubai 12

Months

Y 19,700 14,800

Cape Town,

Johannesburg

4

Months

12

Months

B

Y

29,500

38,200

22,200

28,700

South West Pacific


Class

Adult

Fare

Child

Fare

Perth 60 Days

12

Months

B

Y

16,700

21,700

12,600

16,300

Adelaide, Brisbane

Melbourne, Sydney,

60 Days

12

Months

B

Y

19,200

27,200

14,400

20,400

Auckland 90 Days

12

Months

B

Y

25,800

36,600

19,400

27,500

Christchurch 90 Days

12

Months

B

Y

26,800

38,600

20,100

29,000

Europe


Class

Adult

Fare

Child

Fare

London (SQ318) 6

Months

B 29,500 22,200

Amsterdam, Athens,

Copenhagen, Frankfurt,

London, Madrid,

Manchester, Paris,

Rome, Zurich

6

Months

12

Months

B

Y

31,000

39,000

23,300

29,300

America


Class

Adult

Fare

Child

Fare

Los Angeles, San

Francisco, Vancouver

4

Months

12

Months

B

Y

25,300

31,000

19,200

23,300

New York 6 B 32,300 24,300

Months

12

Months

Y 37,800 28,400

PLACE N LOCATION

Today, SIA is internationally recognized as one of the world's leading carriers.

Our route network spans over 90 cities in almost 40 countries and we have a

modern fleet of aircraft.

PROMOTION

SPECIAL PACKAGES

Fancy a trip to Australia?

Send SIA a photo of 'Your Most Enjoyable Moment in Australia' and stand a

chance to win a trip to Australia and Sony digital cameras.

Great Packages to Singapore, Bangkok and Bali!

From now up to 30 September 2003, SIA passengers from India* can enjoy

three exciting destinations - Singapore, Bangkok and Bali - with attractive

travel packages introduced by Star Asia Travel (Singapore), in association

with SIA. The packages include return travel in Economy Class on SIA from

Mumbai, New Delhi, Chennai or Kolkata, 2 to 5 nights' hotel stay with daily

breakfast and airport transfers. Customers can choose to take the 3-Day

Singapore package, 5-Day Singapore & Bangkok package, or 6-Day

Singapore & Bali package. Each package offers the option of additional hotel

nights. An added bonus awaits passengers who book and pay by 15 August

2003 - a chance to explore the untamed and feast with the wildest in

Singapore! They can enjoy a free Jungle Breakfast - a fun filled breakfast with

a chance to meet an orangutan and other star animals; and admission to The

Singapore Zoo - one of the best and most beautiful zoos in the world. Star

Asia Travel has publicised their travel packages in newspapers in India and

on television (Star World). They have tied up with select agents in Mumbai,

New Delhi, Chennai and Kolkata to sell the packages.

Direct Bangalore-Singapore services from 28th August 2003!

From 28 August, SIA launched direct flights from the Garden City to

Singapore. The new Bangalore services are operated with SIA's sleek Jubilee

777 (B777-200) aircraft. En route, passengers enjoy Kris world, the world's

most advanced entertainment system, on their personal screens. Flight SQ

429 departs Bangalore at 2340 hrs every Monday, Thursday & Saturday and

arrives in Singapore at 0620 hrs the following day. In the opposite direction,

flight SQ 430 departs Singapore (on Monday, Thursday & Saturday) at 2100

hrs and arrives in Bangalore at 2230 hrs the same night. To celebrate this

occasion SIA has introduced special fares from Bangalore to Singapore and

select other destinations.

SIA Hop-On Bus

Operating from 9am till 6pm daily, this convenient and air-conditioned bus

service allows you to hop off and on at its designated stops* which include

major attractions, shopping malls, restaurants and entertainment hot-spots. Its

handy on-board maps and guides enable you to embark on a personal

adventure of discovery on foot and rejoin the bus whenever you please.

KRIS FLYER PROMOTION

Kris Flyer News & Offers consists of all the latest news and the very best

offers from Singapore Airlines, Kris Flyer and our partners.

PPS CLUB

PRIVILEGES THAT GO BEYOND TRAVEL AWARDS

Reward yourself with more than just travel awards, with

dining discounts, worldwide emergency assistance and more.

As a PPS Club Member, you're only one step away from the

prestigious Solitaire PPS Club status, with even greater recognition.

AMERICAN EXPRESS SINGAPORE AIRLINES KRISFLYER CREDIT

CARD

With every purchase you charge to

your card, you will earn Kris Flyer miles. This

card will be Taking you nearer to your next

free flight, and the holiday of your dreams.

PEOPLE

EVENTS

SIA Promotes itself by sponsoring various national and International events.

Some of them are as follows:-

Singapore Airlines International Cup

The Singapore Airlines International Cup was launched in

2000 and is one of Asia's richest horse races. It is now part of

the prestigious World Series Racing Championship. The

sponsorship of $3 million drew top horses and renowned

jockeys from all over the world.

Developing an Events Hub

Singapore Airlines recognizes the importance of

building strong relationships, not only with its

customers and business partners, but also with

the many communities we serve. The Singapore

International Jazz Festival was brought in

seeking to marry the national emphasis on

developing Singapore into a 21st century

Renaissance City and the importance of developing our national reputation as

an events city.

Bring the Arts to Singapore

Singapore Airlines has always been a big sponsor of the Arts, especially the

performing arts. We hope to boost the national pool of creative talent in the

field of performing and fine arts through our consistent support.

Significant contributions to the arts include an S$15 million donation to the

LaSalle-SIA College of the Arts, for the construction of new buildings for the

Schools of Drama, Fine Art, Music and Design. Aside from being a regular

sponsor of the annual Festival of Arts, Singapore Airlines is proud to have

contributed to the local arts and events scene as a sponsor of world-class

performances by the Washington Ballet, the Paris Opera Ballet, and the San

Francisco Ballet, as well as internationally-acclaimed productions such as

"Les Miserable", "Aida" and "A Chorus Line".

The local arts community has also received support from SIA such as:

the SIA-NAC Travel Grant Scheme, that provides annual free and

rebated tickets worth $250,000, for young local performers to travel

overseas for education or performances;

Regular air travel sponsorship of local arts groups such as the Singapore

Symphony Orchestra, the Singapore Chinese Orchestra, the Singapore

Dance Theatre and the Singapore Lyric Opera.

CADET PILOT

This is an entry-level position for candidates with no commercial flying

experience, but has a keen interest in taking up a life-long challenge with SIA

as an airline pilot. To start as a trainee you should have completed your

studies and ideally be in your twenties or early thirties.

Requirements

- Singapore Citizens, Singapore Permanent Residents or Malaysian Citizens.

- Minimum 5 credits in the General Certificate in Education (GCE) Ordinary

Level Examination or its equivalent e.g. SPM. These must include credits in

English, Mathematics and a Pure Science subject, preferably Physics, taken

at one sitting. In addition, applicants must possess one of the following:

(a) minimum 2 'A's and 2 'O's, including General Paper, in the GCE 'A' Level

Examination (or its equivalent); or

(b) minimum 2 Principal Passes (excluding the languages; Mathematics and

Science subjects preferred) and 2 Subsidiary Passes in the STPM (or its

equivalent); or

(c) a Polytechnic Diploma; or

(d) a Degree. - You must be medically fit and have visual acuity of at least

6/60 without optical aids, correctable to 6/6.

Training: Training to acquire an Airline Transport Pilot's License (ATPL) with

Instrument Rating (IR) will be provided at pilot training schools in Singapore

and overseas. The duration of training is approximately 15 to 17 months.

During this time, full board and lodging will be provided. Upon obtaining the

flying license, you will be trained for a period of 1 to 2 years and on successful

completion you will be appointed as a First Officer.

PHYSICAL EVIDENCE

CABIN AMBIENCE

The biggest bed in Business Class

Measuring, with armrests lowered, an impressive 69 cm (27 inches) wide and

198 cm (6 feet, 6 inches) long, this extra space allows you more freedom to

work, relax or sleep. Quite simply, there's no bigger way to be comfortable in

business class today.

A bigger range of exclusive features

The Italian-Swiss designed Space Bed offers you

unparalleled comfort, from the multiple seating

positions, to the lie-flat sleeping mode at a comfortable

angle of 8 degrees in-flight.

Inspired by space-age technology, our unique

cushioning conforms to your individual body shape. And

because all Space Beds are forward facing and fitted with adjustable screen

dividers, you will welcome the improved privacy and personal space when

working, relaxing or sleeping.

... With some personal touches

Exclusive to the Space Bed are the lowered armrests,

which provide extra width, allowing you more room to

sleep on your side or back.

In addition, specially designed retractable screens

provide unprecedented shoulder space, giving you a

greater sense of freedom. Another nice touch is the

extra storage space for shoes and other personal belongings. And if you wish

to work onboard, every seat has its own 110-volt AC laptop power supply,

removing the need for any cumbersome cords and adapters.

For Your Reading & Writing Pleasure...

Aerogramme and postcards are available on

request. Free postage and handling, if required, is also available - kindly

ask your cabin crew for assistance.

Toiletries

A range of toiletries including eau de cologne, aftershave lotion and

moisturizing hand lotion are available in all Economy Class lavatories.

Additionally, toothbrush sets, combs and disposable razors sets are also

available.

Amenity Kits

For added comfort, individual Economy Class amenity kits comprising a

toothbrush set and a pair of knitted socks will be presented by your cabin

crew on overnight flights exceeding four and a half hours and day flights

exceeding eight hours.

Bassinets

Bassinets are provided on a first come first served basis. The dimensions

of the bassinets are 76cm (l) x 36cm (w) x 16cm (d). Bassinets can support

a maximum weight of 16kg.

Meals / Amenities

Special children's meals are available on all flights except Singapore /

Kuala Lumpur vv. services. Requests for these meals should be made at

the time of booking.

Medicines

Medicines for the treatment of minor discomfort are stocked on board.

Diapers, disposable bibs, feeding bottles and baby wipes are also available

on board.

PROCESS

TICKETING

Making Reservations

To make reservations, visit or phone the nearest Singapore Airlines (SIA)

office, or inform the travel agent. Please pay for your ticket before the cut-off

date specified by the agent. Otherwise, your reservation may be cancelled.

Through bookings to any point on any other carrier routes may be made.

If Electronic Ticketing is available on a particular flight, then the reservation

staff will prompt about the same. If one agrees to purchase an Electronic

Ticket, the staff will take down passenger’s credit card details as well as his

address or facsimile number. Thereafter, a receipt with travel and billing

details will be faxed or mailed to the passenger. At the airport, the passenger

has to simply present credit card and passport at the check-in counter for

boarding pass.

Electronic Tickets will be issued to the credit card holder only. However, the

credit card holder may purchase an Electronic Ticket for another person if

both of them travel together.

Cancellations, Refunds and Lost Tickets

Cancellation, refund and lost ticket fee may be levied in some cases.

SIA reserve the right to refund only to the person who originally paid for the

ticket and to refuse refund when application is made later than 30 days after

the expiry date of the ticket.

Taxes or Charges

Any taxes or charges imposed by Government regulations are additional to

the fare and payable by customers, either with the fare or in local currency on

arrival or departure.

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