COVID-19 has turned the 4Ps of marketing—product, place, price, and

promotion. Singapore Airlines are famous for their ability to market airplane
tickets as well as experiences and service quality that not only satisfy but
surprise their customers.

Product
 Commercial Flights Classes: Singapore airlines offer values and

premium services in order to fulfil customer satisfaction. Additionally,

they provide optimum flexibility on the customer’s choice of package.

For example, customers choosing economy class with business class

lounges.

 Online Booking: The Singapore Airline is ensuring the safety of its customers. It

has developed the mobile application for its customers which facilitates them in

booking, online payments and check-in facility using the QR codes at the respective

airports. The online check-in options have reduced the chances of physical contacts.

Moreover, the Singapore airline is offering face mask and sanitisers for their

customers in every class. There will be frequent cleaning during the travel for

reducing the chances of spread of Covid-19. The passengers are mandatory to test for

Covid-19 before 24 hours of their departure.

 Covid Sop’s: Without a doubt, the in-flight kitchen is a very important

sign among airlines. It was an integral part of the in-flight services
provided by the most important factors in the global air travel market
before the pandemic hit the globe. Like, Singapore Airlines, which has
pursued the excellence of in-flight food. Her approach to cooking is also
described in our CEO's book, SOAR. Over the years, most of their
marketing efforts have focused on the emphasis on superior quality
food offered to passengers. This was confirmed by a well-known
advertising campaign in which Singapore Airlines chefs took centre
stage. But even with this airline, the reality has changed (Park, Lee and
Nicolau, 2020). Currently, food is standardized and packaged for all
passengers and it is advisable to always wear a mask.
 Punctuality: Singapore Airlines also thrives on their punctuality.
Choosing an airline is not only about the safety and service, but also the
effort they put into departing and landing on time. Singapore Airlines
 make sure passengers have the closest estimation of all departures and
arrivals, rarely ever being delayed. 
 No Touch Policy: Singapore airline has defined the personal hygiene
protocols for each area during the travel. Kitchen and bathrooms are
frequently cleans with disinfectants. Passengers are not allowed to
shake hands or any physical contact with walls or desks during the
flight.
 Personal Protective Equipment (PPE): The staffs of Singapore airlines have been
equipped with the Personal Protective Equipment (PPE) depending on their roles and
the working area to minimize the spread of Covid-19. All PPE is available in
sufficient quantity in the areas where it is needed, and is correctly stored to keep it
hygienic and in good condition.
 Permits: Singapore airlines Ensure that all permits, licences, passes, insurance
documents are valid before start up, and that all relevant regulations are complied
with and contact airlines, other customers and airport authorities to confirm any new
requirements so that these can be agreed before start up.
Price

 Pricing during Covid-19: During the global pandemic of Cobvid-19.

Singapore airlines always adapt to the target market, as well as
demand, in order to cover their costs and minimize revenue. The
company consistently pleases their shareholders by maintaining a low
cost, delivering the best market prices for their customer, and helps the
world during this global pandemic.
 KrisFlyer program: Furthermore, Singapore Airlines’ pricing strategy
includes countless promotions and exclusive deals that appeal to
frequent flyers. The KrisFlyer program creates customer satisfaction
through repeated rewards and upgrades, while customer can also enjoy
a discount on several flights for early payment. 
 Special Discounts for Health Professionals: During the global pandemic of

Covid-19, Singapore Airlines is offering a 50% discount for the health care workers

for domestic and international flights. They also are offering 25% special discounts

for the immediate family members of the health care professional. The airline has

proudly announced that they will not increase their fare prices till 2024 due to global

economic recession.

Place
 Singapore Airlines is always trying to stay a step ahead by investing

abroad and developing their airline to keep on being one of the world’s
 leading passenger and cargo carriers in 130 different cities around the

globe, in 5 continents.Their hub, Changi Airport, was voted the world’s

Number One airport because of its cleanliness, accessibility and luxury

as well as being the perfect connection for trips in between Asia and

Europe. 

 Chatter Flights: Singapore Airline has started charter flights to many countries with

special permission to bring their people to their homes.

Promotion: 

 Singapore Airlines have promoted themselves through their icon,

“Singapore Girl”,(popular visual advertising slogan), which was created
in 1972. SIA outshines competitors by training new recruits for 4 months
as opposed to the industry average being 8 weeks. 
 Screening of Staff: Singapore Airlines has started the screening of their staff
to ensure the safe travel of their passengers.
 SIA Training: In addition to the staff’s extensive training, SIA ensure that
the cabin crew’s knowledge of global pandemic of Covid-19, safety
standards and following the Sops recommended by WHO are up to their
standards. The crew is made aware of cultural differences and
etiquette, in order to be able to provide outstanding service to all its
customers, regardless of cultural distinction. Employees trained in all the
measures relevant to their role that are required to mitigate infection risk (including PPE
use, personal hygiene, physical distancing, new procedures, awareness of symptoms and risk
factors).
 ‘Scoot’ and ‘Silkair’: To overcome the challenges of recession during
Covid-19, Singapore Airlines introduced their two smaller budget
airlines, ‘Scoot’ and ‘Silkair’. As the name ‘Singapore Airlines’ is often
perceived as a luxury brand, SIA’s two new projects target the South
East Asian market, while Singapore Airlines continue to strive towards
the European market and asserting itself as a worthy competitor. 
 Visual cues: Visual cues have been placed in the Singapore Airlines to support best practice:
signage, floor markings (demarcation) related to the Covid-19 virus.