Malaysia Airlines (Brand Management)

BRAND MANAGEMENT
(BPMM3113 GROUP A)
MALAYSIA AIRLINES
Presented by:
Dabitha Wise Maliha (228865)
Dinda Afriyeni (228857)
Fauziah Maya Permatasari (228864)
Resti Fitria Warsadani (228848)
Yulia Novita Sari (228862)
Background Of Company
1.1 History
Malaysia Airlines was founded in 1937 through an idea by the
Alfred Holt's Ocean Steamship Company in Liverpool work
together with the Imperial Airways in from Britain and Straits
Steamship Company in Singapore.
Brand Inventory
2.1 Brand Elements
2.1.1 Logo and Symbol
MAS logo is the kite with red and blue colors and malaysia airlines
written.
The moon kite has five corners which symbolize five strengths of MAS.
malaysia airlines written in italic form and kitten are symbolize of
direction and speed. Blue and red colors are symbolizing Malaysia
national identity.
2.1.2 Character
The character of Malaysia Airlines company is direction and speed.
2.1.3 Packaging
Seating
Passenger can select a seat free of charge 48hours
before departure via web check in.
Request for special meals
All meals are served Hallal
Provisions and baggage charges
Mainclass: 32kg, Business Class: 32kg,
Economics: 23kg.
2.1.4 Slogan
Marketing Activities
2.2.1 Positioning
MAS hold a lengthy record and many awards such as:
World's Best Cabin Crew (20012004, 2007, 2009, 2012)
5-star Airline (20052007, 2009, 2012)
Best Airline Signature Dish (2012)
Worlds Best Economy Class Award (2010)
Staff Service Excellence for Asia Award (2010)
2.2.2 Pricing
Malaysia Airlines practice dynamic pricing for their pricing strategy.
MAS usually change prices often depending on factors such as how
many seats a flight has, departure time, and average cancellations on
similar flights.
2.2.3 Service Attributes
a. In-flight Technology/Entertainment (Select)
o Select 3000i
o Select 3000i Portable Media Player
o Select Main screen
b. In-flight Magazine
c. In-flight Special Meals
Malaysia Airlines provides three class services:

a. First Class
b. Business Class
c. Economy Class
2.2.4 Communications
a. Website
MAS website is located at
www.malaysiaairlines.com. The website
features their logo at the top of the page,
along with an image of pretty stewardess
and a journey 42 years in the making
sentences which mentioned that Malaysia
Airlines have been operated since 1972.
b. Social Media
MAS uses social media to stay in front of
their viewer on a regular basis. It provides
updated news about Malaysia Airlines to
the viewer so they can know more
information and companys progress.
2.2.5 Distribution Policies
Malaysia Airline
Distribution
Policies
MAS Global Distribution

Websites System (GDS)
Travel Agent Corporate

Travel Agency
Passenger
a. Book Online via MAS Website

b. GDS (Global Distribution
System)
c. Travel Agency
Malaysia Airlines Mental Map
Image
Successful
Luxury
Prestige
Exclusive
Negative People
Safety
Malaysia Businessman
Management
Traveler
team Airlines
High Class
Crisis financial
Performance
Comfortable
Discipline
Modern
Good facilities
Brand Exploratory
3.1 Consumer Knowledge
Based on our research, UUM students who had been used the services of
Malaysia Airline flight got their positive outlook on MAS.
27 of respondents said that they knew about the brand identity of Malaysia
Airlines such as name, symbol, and design. While 3 of respondents doubted
the identity of MAS.
Then, 24 of respondents replied that MAS has a positive brand image in the
eyes of consumers, and 6 of respondents take the view that negatively on
the brand image of MAS.
For respondents who have a positive out look on their MAS stated that MAS
has prestige, exclusive, services and facilities despite incidents MH370 and
MH17 for the incident that occur are not fault the company MAS.
Respondents who answered negatively claim that they lose confidence in
the brand because of the accident of MH370 and MH17and considers
security is no longer safe.
3.2 Competitive Analysis
a. Air Asia
Air Asia built based on dream that everyone can fly.
They give service with low cost and innovatif, eficiency process,
and new approach in this business.
b. Singapore Airlines
Singapore Airlines was from Malaysia Airways Ltd. in 1947. In
1972, there is a separation and the end Singapore Airlines
formed. To follow the trend with low cost, Singapore Airlines
make a line extention named Tiger Airways.
3.3 SWOT Analysis of Malaysia Airlines
Strength Weakness
1. Strong backing of Malaysian Government 1. Relying heavily on international onward moving
2. One of most popular airlines across the world traffic
3. Strong bran recall and visibility due to excellent 2. Very little domestic traffic and limited market
advertising and marketing share growth
4. It covers over 50 international and 35 domestic
destinations with a fleet size over 100
Opportunity Threat
1. Increasing global presence 1. Rising fuel cost
2. More routes internationally to popular 2. Changing government policies and regulations
destinations of regulatory bodies
3. More services and choices to customers at 3. Increasing competition in airline market
airport facilities industries
4.0 Recommendation
We recommend MAS have to keep their

quality and performance as strategy
marketing to compete with their competitor.
MAS can leverage secondary

association from different
identities such as sporting
cultural or other events.
MAS also can use third party sources like

magazine. So MAS can offer the packet of
holiday and promote the tourism in
Malaysia.

Malaysia Airlines (Brand Management)

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What is the history of Malaysia Airlines?

What are the elements of Malaysia Airlines' brand?

BRAND MANAGEMENT

Malaysia Airlines provides three class services:

MAS Global Distribution

Travel Agent Corporate

a. Book Online via MAS Website

We recommend MAS have to keep their

MAS can leverage secondary

MAS also can use third party sources like

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