Who is the target consumer segment for each of the brands in the Singapore Airlines portfolio (SIA, Scoot, SilkAir, TigerAir). What are the needs & expectations of each segment? ? Using the information provided in the case, consider Lovelocks’ Flower of Service model for both Singapore and Scoot? What are the differences in the Supporting & Facilitating Elements for each of them. What are the mplications? ? Consider the role of branding & targeting within this multi brand strategy. What are some of the issues faced by the group? Based on your analysis, what would be your recommendations on branding & targeting?
