External Influences

Culture and Subculture
Scoot primary target market includes those from Genration X and Y. This group of people values value, fun and engagement. Scoot attracts this group of people by delivering a relaxed, cheerful and contemporary travel experience. They do media advertisement by engaging them in vibrant situations to make them socially aware of what scoot has to offer and provides affordable airfares. Consumers also want to be able to tailor their own flight experience and pay only what matters to them. Scoot gives consumers the empowerment to customize their travel to their own needs.

• Young Singles
Young singles have fewer commitments and hence have more leisure time. With that, they tend to travel often, either with their friends or alone. They also have more financial issues and are still high spend. Scoot offers affordable prices and aims for the value seeking. Therefore, with Scoot’s fun brand imaging and cheaper airfares, the young singles would be attracted to fly Scoot.

• Young Couples with No Children
Scoot’s next target market involves young couples with no children. These group of people have high level of disposable income and enjoys travelling and going out. As they travel more often, they will tend to seek for cheaper long haul airfares. Hence, with Scoot fun brand personality and airfares 40% lower than the normal airfares, this group of people would be enticed to fly with Scoot.

• Young/ Middle-Aged Couples with Children
This group of people is constantly finding time and effort to bring their children out on a vacation. As such, both parents have to constantly shuffle their work schedule to accommodate to their child’s holiday. However, airfares during the school holidays are always costly and budget airfares do not come with the frills they desire. They want to give their child the best; hence they expect safe flights with good service at an affordable price, which Scoot offers.

Demographics
Scoot aims to influence the young and the young at heart. Young people love to travel often and expose themselves to different cultures around the world. They either travel in groups or alone. This group of people also wants to feel empowered and appreciate trying something different rather than the ‘same old same old’. Most of them are also low-income earners as they have just stepped out into the working world, and some of them being students. However, normal airfares are usually costly and it does not meet to their budget. Scoot offers cheaper long haul airfares and above all, consumers have the power to customize their own flight experience. They offer 3 different ranges of economy class packages: Fly, Fly.Bag and Fly.Bag.Eat for passengers to choose from. Scoot also provides a cheerful contemporary environment for their passengers, which will meet to the needs of the young people.

Group Influence
Scoot uses a group of trendy young people to advertise on their airlines. They used local bloggers such as Dawn Yang and Ladyironchef, to help them promote their airlines as they exude positive attraction among the young people. These reference groups will provide information influence for Scoot’s target audience. With good reviews from the local bloggers, the young people are more enticed to fly Scoot, increasing positive awareness among Scoot’s target market and generating more customers for them. These local bloggers are strong reference groups as they are able to influence the young people to fly with Scoot. Moreover, their positive reviews on Scoot will be able to reach a larger group of people and also attracting them to purchase Scoot’s airline tickets.