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SYNDICATE 3

29114427 - NISA SEPTIANITA


29114313 - TITO AUDITAMA
29114341 - MARTHIN LUKAS S.
PAKPAHAN

About The
Company
Gary Kelly is Chairman of the Board, President &
CEO
A publicly traded company (NYSE: LUV)

Headquartered in Dallas, Texas

35,000+ Employees
2011, Southwest operates 552 Boeing 737 aircraft
among 72 cities in 37 states

What is employee branding?


the process by which employees
internalize the desired brand
image and are motivated to
project the image to customers
and
otherorganizationalconstituents

Employee branding Southwest


Presenting a contextual analysis of Southwest Airlines use of
the Employee branding process to gain an organizational
position in the mind of customer.
Acknowledge mission and values play in the employee
branding process.
Recognize that employee must have knowledge of desired
brand image.

Employee branding Process


Enables the organization toconsistently deliver its desired
brand image to customers.
Solidifying a clear position in the minds ofcustomers and
employees alike.
Provides a competitive advantage that isachieved through
employees, who have internalized the desired brand image
and are motivated to project that imageto customers and
otherorganizational constituents

The mission of southwest


airlines
Is dedication to the highest quality of
customer service delivered with a
sense of warmth, friendliness,
individual pride and Company Spirit

A conceptualization of the employee


branding process
Competitive advantage through employee

Employee Branding Process


An organizations mission and values provide a foundation by which
the desired brand image is defined.
Messages transmitted within the organization should clearly convey
the organizations mission, values, and desired brand image.
Communicate the behaviors and attitudes the organization seems
important and expects from employees.
the messages must beproactively designed
delivered frequently and consistently throughall message channel

Employee Branding Process


Effective and consistent transmittal of messages reflecting the
organizations mission andvalues will accomplish two things

know, understand, andexperience the desired brandimage


uphold the psychological contract
that exists between the organization and the individual employee
The Psychological Contract
central to the employee branding process influences employees
trust in their employers and their motivation toserve customers and
co-workers.
impacts their interactions with others, as well as theirday-to-day
productivity

Values
Team work
Team Spirit
Love, Fun,
Warmth
Altruism

S.W.O.T

Employee satisfaction
Customer service
Low fares
Stable profitability
Scheduled service
Leadership

Operate At International Level


Focus On Popular Destinations

No international flight.
Carry small amount of freight and
cargo.
Inconvenience to business
customers
Strength
s

Weakne
ss

Opportuni
Opportuni
ty
ty

Threats
Threats

Government regulations and


restrictions
Fluctuation in gas and oil
prices

QUESTI
ON &
ANSWE

What has made Southwest


Airlines successful
?
Customer
Appreciattion Day
is every day
(Customer Service
#1)

Low fares dont


mean low service
(first and second
checked bags is
free)

Lots of places (90


Destinations USA,
Mexico, Caribbean)
Points that can
really take you
places (operate
more than 3,800
flights a day, youll
be planning your
next getaway in no
time.)

What distinguishes it from


competitors?
SOUTHWEST
OTHERS
Focussed on
long route
travels.

Mainly, short
route journeys.

OTHERS
Focussed
luxury,
complementary
and in-flight
services.

SOUTHWEST
Fun-LUVing
Attitude for inflight
entertainment.

OTHERS

SOUTHWEST

Strictly adhered
for a disciplinary
and
sophisticated
travel.

Pets Are
Welcome on
Southwest(P.A.W.
S)

OTHER

SOUTHWEST

Only cash
payment, for
onboard
services.

Cashless cabin
(Credit Card only
for onboard
purchases.

Analyze their marketing


program and identify their
keys to
success?
PRICE

Low cost
Airplane only one type of fleet Boeing 737, so saves money
No seat assignments
No meals snacks only
No electronic entertainment
No baggage transfers to other airline
No connection with other airlines
Paperless tickets (e-tickets)
Single-class of service so more seats are used

What is lesson learned from


Southwest airlines?
Customer and Employee are
considered family

Success of Southwest Airlines were :

influenced Employee development,


Customer satisfaction,
efficiency cost

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