Qantas is a leading airline company and is not only known for that but also having a strong presence in the marketing world. Whether it be persuading people to travel more or showing their Australian origins, Qantas definitely knows and understands their market well and how to use that to inevitably increase sales and revenue. Three of the main consumer behaviour concepts used by the company are brand personality, manipulation of consumers and relationship marketing.
Brand personality is ‘an association of a brand whereby it is imbued with human like personality traits’ (Schiffman, 2014). The two of the five dimensions of brand personality that Qantas can be attributed are excitement and competence. An example of how competence has been created was in about 2011 Qantas had a fair few of their aircrafts grounded for mechanical issues and inevitably this affected the relationship they had with their customers. They had to recreate and establish their brand personality from being careless to reliable. One way they did this was through offering deals and discounts to any passengers who had their flight grounded (Gettler, 2011). Competence in the company is growing, which is shown by the fact that 20% more Australians trust Qantas more than 4-5 years ago (Qantas, 2017).
Excitement is created throughout the company through efforts such as the rebranding in 2016 (which included the updated logo and the silver band on the aircrafts), which showed Qantas’ commitment to staying up-to-date and coincided with the release of the Boeing 787-9 Dreamliner. “A fresh brand helps symbolise the new era Qantas is entering as we head towards our centenary,” said Qantas CEO Alan Joyce at the time (Gearin, P 2018). In 2012 Qantas release a campaign called “You’re the reason we fly”, which involved people submitting their names in hope to be one of the names placed on one of the aircrafts. While the campaign ran the slogan changed from “Spirit of Australia” to “Spirt of Australians” (Gearin, P 2018). By having such a unique and different idea they created a lot of positive publicity.
Manipulation of consumers
Manipulation of consumers is the use of knowledge regarding consumer perception and learning and how it can be used to manipulate consumers behaviours (Solomon, 2006). It can be about turning a want into a need in the eyes of a customer. Qantas’ campaigns hint a lot at the consumers social and physical surroundings, which has a huge effect on their motives and decisions. Advertisements like the one below try to separate Qantas from other airlines and try to make the viewer see them as the provider of comfort (Solomon, 2006).
Flying can be a very scary experience for some people so they go with the brand that they trust the most and have faith in. Qantas is a brand that is ‘well known and respected’:
- For being ‘transparent and honest’
- For ‘putting customers before profits’
- Delivering ‘quality service’
A lot of their campaigns have a sense of calmness about them as well, they are quite pleasant to watch and most of the time they make you feel happy. The emotions these campaigns represent how it would be to fly with Qantas. They also make customers feel safe by promoting that they are the ‘World’s Safest Airline’ 4 years running (Qantas, 2017).
“Marketing aimed at creating strong relationships with core groups of customers in order to strengthen their commitment to the marketing supplier” (Schiffman, 2014). Qantas have developed relationships with their consumers through their Qantas Frequent Flyer Club, where customers get rewarded with cheaper flights and other discounts the more they fly with them. This creates an exit barrier as consumers don’t want to leave because this would mean leaving their points as well has the potential rewards the points have. Other companies such as hotels and car rentals have joined the program as well, which has only further benefited Qantas’ customers (Schiffman, 2014). The program has different levels depending on the number of points you have, so customers almost have goals to reach by getting to the different levels, which means that they are flying with Qantas more.
These three consumer behaviour concepts are only a few of the ways Qantas has stayed and continues to stay ahead of the game.
Gearin, P 2018, More than a logo: the secrets of great branding, Brand Tales, viewed 30th April 2018, <http://brandtales.com.au/logo-secrets-great-branding/>
Gettler, L 2011, Qantas dodges a brand bump, Business Spectator, viewed 1st May 2018, <http://www.businessspectator.com.au/article/2011/11/9/leadership/qantas-dodges-brand-bump>
Schiffman, L, O’Cass, Paladino, A & Carlson, J 2014, Consumer Behaviour, Pearson
Solomon, M, Bamossy, G, Askegaard, S, Hogg, M 2006, Consumer Behaviour- A European Perspective, Prentice Hall
2017, Brand and Marketing as a Competitive Advantage – Qantas’ Qantas, viewed 1st May 2018, <http://investor.qantas.com/FormBuilder/_Resource/_module/doLLG5ufYkCyEPjF1tpgyw/file/presentations/QAN-Investor-Day-2017.pdf>