This is just going to be a quick blog post on a marketing point which crossed my mind whilst reading this article on the recent engine explosion on a Qantas aircraft several minutes after it departed from Singapore. Its disintegration ripped a hole in the wing, destroying wiring that prevented the pilots from switching off the adjacent engine and causing a fuel leak. The hydraulic systems were damaged preventing the spoilers from deploying to deccelerate the plane.
Touching down back at Singapore Changi Airport was nothing short of a miracle.
Qantas and Singapore Airlines have grounded 6 and 3 of its A380s respectively. Preliminary investigations have uncovered oil leaks on the engines which have required replacement of the Rolls-Royce Group Trent 900 engines. Qantas anticipates that it may ground its A380s for several weeks, which would be detrimental for its lucrative summer holiday period (Summer in the Southern Hemisphere starts in December). Lufthansa has also replaced the engines on its A380.
But the marketing issue here is the effect that Qantas’ mid-flight emergency has on all other airlines operating the A380. A negative attitude has been generated – there is fear and concern of the safety of the A380s (affective component) as consumers believe that all A380 engines may be flawed by oil leakage, especially when several airlines have discovered this problem (cognitive component). The issuance of an Emergency Airworthiness Directive by the European Aviation Safety Agency has recommended “repetitive inspections of the Low Pressure Turbine…in order to detect any abnormal oil leakage, and if any discrepancy is found, to prohibit further engine operation” – this also has added to the belief that the A380 may not be safe. It is feared that this negative attitude would result in consumers not choosing to fly the A380 on any airline (behavioural component).
This certainly is a problem which Emirates is trying to avoid. Emirates is concerned that Qantas’ A380 issues would tarnish the reputation and safety of all A380s in general via the “contagion effect” as Emirates President, Tim Clark, states. As the airline with the largest order for the A380s (90 orders), it is imperative for Emirates to ensure that consumers continue to fly its A380s to prevent the risk of massive losses due to reduced passenger numbers.
So what has Emirates done to address this problem and what could it do? Well Emirates has already tried to change the belief of consumers (cognitive component). Emirates has differentiated all of its 14 operating A380s from the other affected A380s by claiming that Emirates uses General Electric and Pratt & Whitney engines and not Rolls-Royce Group Trent 900 engines on its A380s. However, I’m not certain whether this message was released in official press releases etc., but Emirates could reinforce its differentiated product through promotion strategies. Furthermore, Emirates could target the affective component by focussing and promoting on the other aspects of its A380s, such as the suites, inflight showers, onboard lounges, exceptional service, and its safety records, so that the consumers fall in love with the product again. In this, way they may not feel as concerned with the safety of the A380s. Through these strategies, then Emirates may prevent losing (too many) consumers from flying on its A380s (i.e. generate a positive attitude that would positively influence their behaviour).
