SIA to fold Tigerair into Scoot brand
It hopes to cut costs, and also improve sales as Scoot has better market perception than Tigerair
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Singapore
SINGAPORE Airlines (SIA) is aiming one final bullet at the wounded Tigerair, hoping to cut costs and improve sales by consolidating the budget carrier into the better-perceived Scoot brand by the second half of 2017.
"The power of a single brand which we use to connect with our customers and to develop brand affinity and loyalty towards us, we feel that that is a much more compelling proposition compared to continuing to move forward with two brands side by side, where you will naturally be expending more energy, more effort and more resources in keeping both brands flourishing," said Lee Lik Hsin, chief executive of Budget Aviation Holdings, the SIA budget unit that controls both Scoot and Tigerair.
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