AIR CHINA REBARAND
dominique liu
INTRODUCTION
RESEARCH
STRATEGY
DESIGN
“Service world with love” Air China Limited 中國國際航 空公司 is the flag carrier and one of the major airlines of the People’s Republic of China, with its headquarters in Beijing, China. The company follows four strategic objectives: leading competitiveness in the world market, continuously enhanced development potential, excellent and distinguished travel experiences for passengers, and steadily increasing profits. Its enterprise spirit emphasizes “serving the world with a warm heart and guiding the future by innovation”. Its enterprise mission is to “meet the requirements of customers and create mutual value”. Its service philosophy is “Credibility, Convenience, Comfort and Choice”.
The enterprise logo of Air China consists of an artistic phoenix pattern, the name of the airline written in calligraphy by former national leader Deng Xiaoping, and “AIR CHINA” in English. The phoenix logo is also the artistic transfiguration of the word “VIP”. Air China is a member of the Star Alliance.
INTRODUCTION
RESEARCH
STRATEGY
DESIGN
China Airlineis the largest airline in Taiwan. It is headquartered in Taiwan Taoyuan International Airport.
Publicly known as Garuda Indonesia, is the flag carrier of Indonesia. It is named after the mythical giant bird Garuda of Hinduism and Buddhist mythology.
American Airlines, Inc. is a major U.S. airline headquartered in Fort Worth, Texas. It operates an extensive international and domestic network, with scheduled flights throughout North America, the Caribbean, South America, Europe, and Asia.
STRENGTH
_ increasing frequent fliers _ Expanding global alliances: more route/schedule choices and completed travel package
WEAKNESS
_lacks clarity on operating direction: internationally or domestically _lack of marketing campaigns
_ online promotion attracts customer _ Member of SkyTeam Alliance
MARKETING _ increasing foreign tourist and business _ team up with local business
_Trains and buses businesses dramatically improve takes away business
_ good use of layover time planning _ affordable product offering for every types of customers _ marketing through social media, good reviews and culinary experience
OPPORTUNITIES
THREATS
STRENGTH
WEAKNESS
_ owns most updated fleet and competent repairs & maintenances expertise.
_lack of social media _negative customer service review
_ rather easy online ticketing system
_ outdated cabin entertainment systems and equipments _ negative flight scheduling and communication _ negative review on meal and drinks _ inconsistence airport lounge service standards.
PRODUCT / SERVICE _ Supplier network with partnership: local brand and food industries
_International flight sector will be taken over by other airlines
_ customizable services: giving passengers options to choose from meal to amenities _ seating & lounge design for Air China _ stress-free meal service for passenger and FA _ streamline, systematic service and flight experience
THREATS
OPPORTUNITIES _ Great opportunity to build a people-friendly and eco-friendly image of China
STRENGTH
_ largest air carrier in China in terms of traffic volume and company assets _ a strong and cultural presents with name and logo, strong color palette
WEAKNESS
_outdated brand image _brand name in confusion with China Airlines (Taiwan)
BRAND IDENTITY _ exotic culture experience with human 5 senses
_in needed of identity and brand protection
_ Great opportunity to build a people-friendly and eco-friendly image of China
_political image creates negative feelings.
_ establish Air China’s brand concept through transparency, honest, efficient functionality and hospitality
OPPORTUNITIES
THREATS
STRENGTH
Rich in heritage, having a strong background supporter of the Chinese government.
WEAKNESS
Lack of brand uniqueness. No conveyance of its heritage and culture.
THREAT
Not being able to focus on one major service route. Same company compete within.
CONSUMER ARCHETYPE
visionary entrepreneur
spontaneous explorer
burden of love bundle
Innovators
Early Majority
Late Majority
Aged 23-32
Aged 18-27
Aged 3-12; 35-47
Living in urban city
Living in Downtown area, college towns
Living in suburban, school district
Currently taking night classes, startups in jewelry, tech, social media and leather craft
Currently studying, internship
Currently in elementary school, house wife, working dad
Income 50K-100K
Income 500-1500 USD
Income 90 K and up
Prefer mini cooper, Amazon, yoga, farmer’s market, home-cooking, authentic leather, wood, Rimowa
Prefer Urban Outfitters, Patagonia, blogging, writing reviews, bus and train, vintage,
Prefer iPad mini, wholefoods, Volvo SUV, seventh generation, pet,
College educated
TARGET CONSUMERS
slow movement retirement
business warrior
Laggards
Early Adopters
Aged 65-80
Aged 30-50
Living in urban areas
Living close to Downtown area, suburbs (if with family) College educated and higher
Currently Retired, some lifetime learning
Currently working, traveling a lot for work
Income 500-1500 USD
Income 90K and above
Prefer organic products, gardening / farming, chess, cook show, tea tasting, Tai-Chi
Prefer weekly cleansing, LA fitness, bar food, sushi, J Crew, Armani, BMW
TARGET CONSUMERS
INTERVIEWS
INTERVIEW & SURVEY RESULTS Age Occupation Income How often do you travel? For what purpose? How do you purchase tickets? Which airline do you usually travel with? Why? Which class do you usually travel on? Why? What do look for when purchasing a flight ticket? What do you like about the airline you travel with? Dislikes? What needs to be improved? What will you like to see happening in the future about traveling?
INTERVIEW & SURVEY RESULTS
Age
Income
Occupation
18-25
20K<
Student
26-35
20-35K
Entrepreneur
36-45
35-50K
White Collar
46-55
50-75K
Open Collar
55 >
78K-100K
Retired
100K>
INTERVIEW & SURVEY RESULTS
How often travel?
Class
Purchase
0-1
Economy
Travel Website
2-3
Business
Agency
4-5
First
Airline Website
5>
Airport
INTERVIEW & SURVEY RESULTS
Important Elements what customers look for when purchasing a ticket
price
membership
schedule
service
safety
B
E E E
B B
B usiness class E conomy class
food quality
B
B
E
seating comfort
B E
E
B E
INTERVIEW & SURVEY RESULTS
Improvements
Insights
key elements for air travel privacy
food quality
customization
I need to know what I’m getting when I purchase the tickets. False advertisement bothers me. Customer should be able to customize their needs I will love to have a smooth procedure on all the steps. Make it efficient, enjoyable, memorable.
seating comfort
well organized streamlined efficient consistency
B usiness class E conomy class
I’m always nervous when I eat. I don’t want to make a mess at my personal space. I always look forward to the meal and entertainment service.
INTRODUCTION
RESEARCH
STRATEGY
DESIGN
VALUE PROPOSITIONS
Embrace and enhance the exquisite, rich Chinese heritage through product and services.
Providing a holistic and memorable travel experience that caters to individual needs and make every possible interaction a pleasure.
Become the go-to airline when comes to traveling to and from China, and a Chinese glorious pride.
Systematic, streamline service and flight experience
long Stress-free, streamlined experience: meal service for both passenger and FA.
BRANDING & PRODUCT STRATEGY PRODUCT & SERVICES
On board seating and terminal lounge design: smooth though each step.
mid Customizable Experience: giving customer more options to choose from. Improve service and product ( software, hardware, amenities, meal, human)
short
Gaining trust and reputation among other foreign passengers Long term relationship with customers and partners
long Partnership: working with local Chinese brands in the field of food, culture craft, skincare and other local brand.
BRANDING & PRODUCT STRATEGY MARKETING
short
Sampling advertisement
mid Social media: marketing through social media, advertising the culinary experience.
Make Air China the representation of the China air industry.
long Establish the Air China branding concept of being upfront, transparency, honest efficient and functionality.
BRANDING & PRODUCT STRATEGY BRAND IDENTITY
mid Exotic Cultural Experience: presenting the beauty of in depth Chinese culture and social manners through service and human senses. Create connection between flight and terminal.
short
ROAD MAP PRODUCT & SERVICES
S
M
L
Customizable Experience Meal service for both passenger and FA. On board seating and terminal lounge design Systematic, streamline service
MARKETING
Marketing through social media Partnership sampling advertisement Strong bond with customers / partners
BRAND IDENTITY
Exotic Cultural Experience, connection between flight and terminal Build brand image: upfront, transparency, honest efficient and functionality Leader of the China air industry
TARGET USERS
DESI GN CR I TERIA
ON THE GROUND
IN THE AIR
Relating the everyday lifestyle with air travel.
create a unique and quality lifestyle that connects to the flying experience.
Achieve quality brand recognition.
how to measure â&#x20AC;&#x153;comfort & relaxationâ&#x20AC;&#x153;? familiar with the environment, service and product.
Go beyond just Chinese travelers, have the international travelers to discover Air China.
AT THE DESTINATION
BRANDING & PRODUCT STRATEGY MAIN FOCUS Integration between online and offline experience
re-brand the Air China image, associate with quality and culture
bring fresh exposure to “Made in China“
BRANDING & PRODUCT STRATEGY KEY ATTRIBUTES streamlined lifestyle
create consistency
enlightening entertainment
curated individuality
engaging human element
made in China
KEY ATTRIBUTES
STREAMLINED LIFESTYLE
ENLIGHTENING ENTERTAINMENT
Seamless connection between on-line and off-line service and products.
Make experience entertaining and create treasurable long term memory
CREATE CONSISTENCY
MADE IN CHINA
Have the Chinese design shine through in every aspect of the product and services.
Bring back the glory of Chineseâ&#x20AC;&#x2122;s inventions. Invented in China, designed in China, made in China.
CURATED INDIVIDUALITY
ENGAGING HUMAN ELEMENT
Provide individual need without intruding their privacy
Airline employees are not just employees, they are passionate about what they do, they are the enthusiastic go-to person when it comes to living the Air China lifestyle
VISUAL BRAND LANGUAGE SHAPE
VISUAL BRAND LANGUAGE GRAPHIC
VISUAL BRAND LANGUAGE COLOUR
Calming & soothing effect with the vibrant impact of China
Traditional Feng Shui wisdom says that blues can slow down heart rate and lower blood pressure. The most stress-reducing tones are soft, watery blues.
INTRODUCTION
RESEARCH
STRATEGY
DESIGN
TOUCH POINT
01
BRAND VISUAL IDENTITY
AIR 北京市西城區西長安街甲15 Xidan Civil Aviation Building: No.15 Chang'an West Street, Beijing + 86-109558 3 + 86-10-5928158 8
http://www.airchina.com.cn
AIR
北 京 市 西 城 區 西 長 安 街 甲 15 號 民 航 大
中 國 國 際 航 空 公 司
AIR 北京市西城區西長安街甲15 Xidan Civil Aviation Building: No.15 Chang'an West Street, Beijing
AIR AIR
827 N. STONEMAN AVE ALHAMBRA CA 91801
LAX
626-773-6345
827 N. STONEMAN AVE ALHAMBRA CA 91801 AIR
LAX
626-773-6345
AIR
FLIGHT GATE SEAT ZONE
LOS ANGELES
CA1223 7 24A 4
BEIJING
LOS ANGELES
FLIGHT GATE SEAT ZONE
BEIJING
CA1223 7 24A 4
LAX
626-773-6345
827 N. STONEMAN AVE ALHAMBRA CA 91801
AIR
FLIGHT GATE SEAT ZONE
LOS ANGELES
CA1223 7 24A 4
BEIJING
TOUCH POINT
02
SLICE OF CHINA EXPERIENCE EXHIBITION WITH CONSUMER PRODUCTS Bring out the uniqueness of both air travel and Chinese culture and have the customer experience it in an innovative way. Associate the brand, logo with Air China, high reputation of quality and consistency and experience Air China on the ground.
TAP TO BEGIN
TAP TO BEGIN
AIR CHINA BEIJING HEADQUARTER
SIGHT
SMELL SME
TASTE
HEAR
TOUCH
?
2
Cashmere colour blocking sleeveless top
Porcelain pattern enamel box
Braided handle leather clutch
Floral embroidered cotton short jacket
Cotton viscose jacket
Jade bamboo pendant
Hulu enamel pendant
Cloud enamel earrings
Eternity leather clutch
Jade bamboo silk braid clutch
Flower beaded hard clutch
Silk cotton top with satin trims
AIR CHINA BEIJING HEADQUARTER
TOUCH POINT
03
INFLIGHT AMENITY
Curated Individuality
TOUCH POINT
04
INFLIGHT ENTERTAINMENT SCREEN / INTERFACE KID’S TABLET AND STAMP MAKING
Explore Chinese culture Connecting flight to life
AIR
AIR
AIR
永
?
TOUCH POINT
05
INFLIGHT PERSONALITY MOOD CHIP
Connecting flight to ground
Use inflight for subtle communication
Take it home and use as a door hang
TOUCH POINT
06
INFLIGHT MEAL SURVICE DIM SUM SET AND TEA SERVICE
Explore Chinese culture Curated Individuality
streamlined lifestyle
create consistency
enlightening entertainment
curated individuality
engaging human element
made in China
THANK YOU