Glenn Danker’s Favourite Advertisement
Jetstar Asia's Advertisement

I could not embed the video from youtube for this advertisement as the user do not allow to.

Here is the link to watch the advertisement
-->http://www.youtube.com/watch?v=boJPOUgcJSI


Product

Jetstar Asia’s flights

Price

The price is not stated in the advertisement. But I believe their main purpose for the advertisement is not to tell the price of the tickets upfront. And instead, I believe that Jetstar wants buyers who are buying air tickets to contact them to know the price.

Promotion

Jetstar is having a promotion called “The Jetstar Price Beat Guarantee” which states that if one is able to find a lower internet fare for the same route for a comparable fare and time, call Jetstar to order for the air ticket and they will beat it by 10% which actually means they will give the buyer a discount of 10% on top of the lower internet fare which is found on the internet.

Place

This advertisement has been aired on the television channels of Singapore. I believe that the reason for doing so it to target people but not just the general public but women living in Singapore to travel.

Why women?
If you noticed in the advertisement, most of the characters used in the advertisement are all women and I believe that Jetstar Asia is trying to attract women in Singapore to call Jetstar Asia to find out more about the cheap flights prices and at the same time encouraging them to travel overseas.

Organisational Culture

I believe the organizational culture is a friendly culture as that is what I felt after watching the advertisement. The reason being so is because all the characters in the advertisement are smiling and also, Joanne Peh which is one of the actresses in Singapore is shown on the advertisement that she is enjoying herself and she does not look like she is working but instead having fun and enjoying.

Also, I noticed some of the Jetstar Asia staff who are in the advertisement are also participating in the advertisement for example some of the ladies who are wearing Jetstar Asia’s uniform saying “10%” so I believe that Jetstar Asia wants to show that everyone working in Jetstar Asia is part of the Jetstar Asia’s ‘family’.

BCG (Business Portfolio Analysis)

I analysed the JetStar Asia flights and it is a star soon as Jetstar’s flight sales are still the its biggest source of revenue and at the end of March 31, 2008, Jetstar Asia had an increase of 20% in the number of passengers carried a passenger load factor of over 75% and an increase of 4% over the previous year. (Information source is from Wikipedia)

That’s all from Glenn Danker from GlennDanker.com

Labels: jetstar, marketing

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