Airphil Express, formerly known as Air Philippines was established as a sister company to PAL in 1995 after the Lucio

Tan Group acquired it. Recently, it was rebranded Airphil Express as an independent carrier from that of PAL Express.

APC MISSION
1. Customers with safe and reliable air transportation with the best service at the least cost; 2. Employees with career development and job satisfaction; and 3. Stockholders with fair return on their investment

Destinations
Bacolod,Busuana, Cagayan de Oro, Calbayog, Catarman, Caticlan (Boracay), Cebu, Davao, Iloilo, Jolo, Kalibo, Legazpi, Masbate, Naga, Ormoc, Puerto Princesa, SanJose(Mindoro) Singapore, Surigao, Tacloban, (Tagbilaran, Tugue garao) and Zamboanga

Routes
Manila-Bacolod (v.v.) Manila-Busuanga(v.v.) Manila -Cagayan de Oro (v.v.) Manila-Calbayog(v.v.) Manila-Catarman(v.v.) Manila-Caticlan(v.v.) Manila- Davao (v.v.) Manila-Iloilo (v.v.) Manila-Kalibo (v.v.) Manila-Masbate (v.v.) Manila-Naga (v.v.) Manila-Ormoc (v.v.) Manila- Puerto Princesa (v.v.) Manila-San Jose(v.v.) Manila-Surigao(v.v.) Manila-Tagbilaran (v.v.) ManilaTuguegarao(v.v.) Manila-Zamboanga (v.v.) Cebu-Bacolod(v.v.) Cebu-Cagayan de Oro (v.v.) Cebu-Caticlan(v.v.) Cebu-Iloilo (v.v.) Cebu-Surigaov.v.), Cebu-Tacloban (v.v.) CebuZamboanga(v.v.) Davao-Cagayan de Oro (v.v.) DavaoZamboanga(v.v.) Zamboanga-Jolo (v.v.) Zamboanga-Tawi tawi (v.v.) and BusuangaPuerto Princesa (v.v.)

Legazpi

Cebu

Caticlan (Boracay)

Davao

Bus fare Sea fare Cebu Pacific Airphil Express

750

2500

2000

3200

2000

2100

4300

2000

2100

2000

4500

Zest Air

2300

2500

2000

4500

SWOT ANALYSIS Strengths

Affiliation with the Nations flag carrier Competitively priced which assures them that they have an equal chance of capturing the market for domestic travelers. A distinct strength of Air Philippines is the fact that it is sister companies with Philippine Airlines and assumes that the airline service provider for the airlines is Lufthansa Technik.

Compared to its main competitors, Airphil Express air fares are competitively priced which assures them that they have an equal chance of capturing the market for domestic travelers. The competition between LCCs is fought on the grounds of value for money, quality of service, promos and flight routes, all of which is also an opportunity for Airphil Express to capitalize on.

Lastly, Airphil Express is a multi-awarded carrier. It has been awarded Most Outstanding Domestic Airline several times by the Consumer Union of the Philippines in the recent years as well as by the National Consumer Affairs Foundation and the Asia-Pacific Awards Council.

It did not market aggressively to introduce to consumers the new brand name and features of the airline carrier. Rather, it simply relied on its affiliation and co-operations with Philippine Airlines and PAL Express to funnel passengers to their serviceable routes. Unlike its strongest competitor, Cebu Pacific, Airphil Express was not aggressive in generating buzz over its low cost flights and other services. Instead, Airphil Express has become infamous, following a long line of official and unofficial complaints that plague LCCs in the country.

Air Philippines is always the third choice. Meaning most of the passengers will check out either Philippine Airlines or Cebu Pacific first. Then it is a battle between the OTHER Airlines. Air Philippines is the OTHER airline! No Impact on the riding public No Public Relations impact. There is always a negative connotation on PAL Plane Always Late. Low employee morale

Domestic and Regional Flight Expansion - One of the key opportunities inherent in the brand relaunching and refleeting program for Airphil Express is the chance to introduce new key routes especially regional flights around Southeast Asia. To capture the market by improving on better value for money and the intangibles such as better service. Utilizing affiliations wisely - Inform the Public that though Air Philippines is a sister company of PAL it does not share the employment woes

Implementation of a mileage/loyalty program A loyalty program as the name implies, encourages brand loyalty. I

Negative news and customer complaints going viral - More and more consumers nowadays are turning to the internet for background information on anything and everything they purchase. Conversely, anyone is free to publish comments or reviews on certain products or services they availed of. The presence of negative reviews about the service of Airphil Express is always a constant threat to the reputation of the carrier and may translate to lost sales.

Being a sister company of PAL it might share its employment and management woes as well. Name recall is an issue it seems that Air Philippines started out as a good alternative since they advertised and have obtained a good share of the market until certain unfortunate events that management were not able to address.

AIRPHIL EXPRESS MARKETING PLAN

should include all areas of operation to successfully build and project a new and improved Airphil Express the airline for the Filipino people. AP will need to integrate functioning separately at the same time in conjunction with its sister company Philippine Airlines.

The AIRPHIL EXPRESS CAMPAIGN

Year 1-CREATING AWARENESS

AP Needs to create awareness that it has officially entered into the Budget Airline Industry in direct competition with CPA and the other budget airlines like SeaAir, Laoag Air, etc. The riding public needs to be aware that they have an extra choice when it comes to their booking needs throughout the Philippines. The riding public needs to strengthen its internet visibility, an area wherein Cebu Pacific is in the lead when it comes to the industry. This is the modern way to cut the unnecessary expense lines in order for AP to truly compete. Massive investments when it comes to Operations, Marketing, Name Recall, Public Relations will be implemented in order to create the BUZZ that is needed by the airline company.

 AP

needs to be aggressive in offering to their customer benefit and utilize all forms of media in order to get the word out there that these opportunities are there for the taking. They may also create a publicity to minimize their cost.

Year 3 FLY AIR PHILIPPINES EXPRESS

In this phase, the marketing and advertising campaign will not only be left to the Advertising and Marketing Executives who are responsible for this- but this is an integrated effort wherein the people from the Operations will also be involved most specially the very people who are in touch with the riding public- the stewards and the stewardesses, the pilots, the booking agents and ticket counter agents that will check a passenger in, and to the telephone operator that will take the bookings.

In this phase we concentrate on reinforcing to the riding public as to why they should continue to take AP instead of the other airlines or the other forms of transportation. We need to remind the general riding public of the decision as to why they should fly in the first place and its convenience. The regular misconception of the hassles of the airport should be redirected as well that the hassles are worth it (if they are needed hassles) and that AP is addressing the various areas in order for the riding public to be truly comfortable. In this phase, flying is not only the issuebut flying AP is the concentration. We remind the riding public of the Pros of an AP flight.

The riding public has already made the choice of CHOOSING Air Philippines. This stage should be focusing on the fact that AP should convince the riding public that AP is there PREFERRED carrier. After the awareness and the interest and being able to fly them from point A to point B, AP should now be their preferred airline. This is where we concentrate on the value of flying AP that it is VERY Filipino to Fly a Philippine air line.

 Offer

Free Baggage discounted even on excess baggage Shuttle and Tie up with the International sister company PAL joint flights from the Province to the international cities The Tie Ups Hotels/Car Rentals/Tours Group Purchase buy 5 and get 1 free

 Introduce

the computerized check in Have a mileage program Use Feng Shui Use the Religion Package on ALL the Fiestas throughout the Philippines from Sinulog to AtiAtihan to Dinagyang etc etc

 Contests,

games, lotteries and sweepstakes Premiums and gifts Demonstration Coupons Rebates Entertainment Tie ins

 Sales

presentation Incentive programs Fairs and Tradeshows

 Catalogs Mailings/E-mail Telemarketing Website/Electronic

shopping Social Networking (Facebook, twitter, Youtube, Bloggers)

 Marketing

campaign in major event/occasion of the nation New Year, Valentines Day, Teachers Day, Graduation Day, Independence Day, Mothers Day, Fathers Day, Grand Parents Day, Cityhood, Foundation Day of Local Government Units, Halloween, and Christmas and New Year!

 The

APP AIR PHIL should come up with an App for the IPhone and the various other operating systems and phones this way those interested will get so much information over the App It can never be as direct as marketing to ones mobile phone with the advent of text messaging over the mobile phone systems provide text messaging advertising to those passengers who would want the announcements to be made on their mobile phones.

 AIR

PHIL should also market and address that there is a great potential in the cargo of the airline That since the company is already making money on their passenger load, then as an added feature they can focus on making some parcels (limited size only that will not affect the fuel consumption of the plane) more affordable from point A to point B These rates should be competitive to the likes of the DHL, Fedex and UPS deliveries

very presentable paraphernalia should be produced for the employees make their uniforms presentable enough that they can wear it proud even outside of their work having the logo when they wear it outside of their jobs will mean more brand advertising to the public and eventually recall most of all, it is already free Items such as Caps, Tshirts, and other items that are not expensive. They can also come up with limited edition Designs for sale to the public.