Blaine Miyasato. Brand Strategy

Transcription

1 Blaine Miyasato Brand Strategy

2 Safe Harbor Agreement The following information contains certain forward-looking statements that reflect the Company s current views with respect to certain current and future events and financial performance, including but not limited to the Company s operating and competitive environments, economic conditions, transpacific capacity and the Company s business focus. These forward-looking statements are and will be, as the case may be, subject to many risks, uncertainties and factors relating to the Company s operations and business environment, which may cause the Company s actual results to be materially different from any future results, expressed or implied, in these forward-looking statements. These risks, uncertainties and factors include, but are not limited to, the price and availability of aviation fuel, competitive advantages held by network carriers in the transpacific market, economic conditions in the United States and abroad and increased competition in the markets in which the Company operates. The Company undertakes no obligation to publicly update or revise any forward-looking statements to reflect events or circumstances that may arise after the date hereof even if experience or future changes make it clear that any projected results expressed or implied therein will not be realized. Additional information on risk factors that could potentially affect the Company s operations and financiali results may be found in the Company s Annual Report on Form 10-K for the fiscal year ended December 31, 2009, and other filings with the Securities and Exchange Commission.

3 Brand philosophy History Brand promise Brand experience Brand Strategy High-visibility brand marketing Measuring brand performance Branding emerging Asia markets Preview of Japan/Korea brand experience

4 Brand Philosophy Brand is the set of perceptions and images that represent a company, product or service. Most importantly, it s a promise of what will be experienced, and the expectations on which purchase preference and price/value decisions are made by consumers.

5 Brand Strength History PRICE 1990 s Transpacific LOYALTY

6 Building The Brand PREMIUM I will pay more, choose without shopping, and trust your additional service offerings. PREFERENCE I will choose you from competition. CONSIDERATION I am willing to give you a try. DIFFERENTIATION I know what you stand for. AWARENESS I know who you are.

7 Building The Brand PREMIUM U.S. MARKETS PREFERENCE CONSIDERATION DIFFERENTIATION EMERGING MARKETS AWARENESS

8 Managing Brand Value Pro-active brand stewardship Centralized brand decision-making Brand orientation for partners and vendors Brand awareness training for front line staff Independent research to gauge brand strength Adapt quickly to changing market conditions Leverage our unique brand strengths Own positioning as Hawaii s flagship airline Focus on the overall brand experience

9 Brand Promise Hawaiian Airlines will provide the most comfortable, relaxed and authentically Hawaiian travel experience to and from our Islands. This will be driven by innovative and unique services and the genuine aloha spirit exemplified in all of our employees.

10 Brand Benefit With Hawaiian Airlines, your Hawaii vacation begins the moment you step aboard, and continues until we return you to your home. You re not just our passenger, you re our guest.

11 ( Play TV Spot)

12 Brand Tools Logo Advertising Graphics Public relations Website Check-in Collateral materials Training In-flight entertainment Uniforms Service items Events Strategic partnerships p

13 Brand philosophy History Brand promise Brand experience Brand Strategy High-visibility brand marketing Measuring brand performance Branding emerging Asia markets Preview of Japan/Korea brand experience

14 (Photos) San Francisco Holiday Experience

15 (Photos) California Six-Flags Partnership

16 (Photos) Portland MAX Trains

17 Seattle Transit/Downtown

18 West Coast Sports Sponsorships

19 CBS Hawaii Five-0 Partnership

20 (Play Video/Show Open) CBS Hawaii Five-0 Partnership

21 Brand philosophy History Brand promise Brand experience Brand Strategy High-visibility brand marketing Measuring brand performance Branding emerging Asia markets Preview of Japan/Korea brand experience

22 Brand Promise + Brand Experience = Brand Value

23 Passenger Satisfaction To Hawaii 90% 60% 78% 30% 41% 35% 51% 49% 49% 27% Very Good % Source: Consumer research (QMark), 2009

24 Likelihood To Recommend 90% 80% 60% 55% 57% 44% 30% 37% 44% 20% Very Good % Source: Consumer research (QMark), 2009

25 Brand Attributes Influencing Preference FRIENDLY CREW ON THE AIRCRAFT A RELAXING EXPERIENCE RELAXED, EASYGOING SOFT SKILLS FRIENDLY SERVICE STAFF AT THE AIRPORT IS WELCOMING VALUABLE FREQUENT FLYER REWARDS PROGRAM ON TIME DEPARTURES AND ARRIVALS OPERATIONAL IS RESPECTED COMPLIMENTARY FOOD THAT APPEALS TO ME IN-FLIGHT GOOD IN-FLIGHT ENTERTAINMENT ABOARD Source: Wolf Olins Brand Equity Study 2010

26 Brand Attributes Influencing Preference HAWAIIAN RANKING FRIENDLY CREW ON THE AIRCRAFT #1 A RELAXING EXPERIENCE RELAXED, EASYGOING FRIENDLY SERVICE STAFF AT THE AIRPORT IS WELCOMING VALUABLE FREQUENT FLYER REWARDS PROGRAM ON TIME DEPARTURES AND ARRIVALS IS RESPECTED COMPLIMENTARY FOOD THAT APPEALS TO ME GOOD IN-FLIGHT ENTERTAINMENT ABOARD #1 #1 #1 #1 #1 * #1 #1 #1 #1 Source: Wolf Olins Brand Equity Study 2010 * Tied with Alaska

27 Brand Attributes vs. Competition Friendly crew on aircraft In-flight entertainment Relaxing experience Complimentary food that s appealing to me Is relaxed, easy-going Is respected Friendly customer service at airport On-time performance Is welcoming Source: Wolf Olins Brand Equity Study 2010 Frequent flyer rewards

28 Delivering Genuine Hawaiian Experience 86% 26% 20% 20% 18% 18% Source: Wolf Olins Brand Equity Study 2010

29 Brand philosophy History Brand promise Brand experience Brand Strategy High-visibility brand marketing Measuring brand performance Branding emerging Asia markets Preview of Japan/Korea brand experience

30 Branding To Asia Markets THE SAME KEY ATTRIBUTES MATTER CONTINENTAL U.S. HAWAIIAN FRIENDLY RELAXED WELCOMING AUTHENTIC JAPAN / KOREA HAWAIIAN FRIENDLY RELAXED WELCOMING AUTHENTIC Source: Wolf Olins Brand Equity Study 2010

31 Branding To Asia Markets BUT THERE ARE SOME MARKET NUANCES CONTINENTAL U.S. HAWAIIAN FRIENDLY RELAXED WELCOMING AUTHENTIC JAPAN / KOREA HAWAIIAN FRIENDLY RELAXED WELCOMING AUTHENTIC SAFETY REASSURANCE EXPERTISE Source: Wolf Olins Brand Equity Study 2010

32 Accelerators To Asia Markets Strong brand familiarity among repeat visitors HA brand attributes have strong resonance in Asia Developing market-specific marketing materials Training i programs for front line staff (nearly one-third of all personnel) Tailoring service to address market expectations

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40 Thank you.