Improvements of Biman
Bangladesh
Previously, Biman was the first choice when it came
to choosing a mode of air transportation for the majority of the people. The
people counted on Biman as trustworthy and reliable. Undoubtedly, it was one of
the most successful companies which flourished when it started and embedded
into the minds of the people.
Brief introduction on Biman:
Biman Bangladesh is the national flag carrier of Bangladesh.
When they started, they operated from two hubs: main hub is in Dhaka and second
one in Chittagong. They also provided cargo services. Biman came into the
aviation sector on 4th January 1972 and till 1996 it enjoyed
monopoly. It started off with domestic services and in the same year it went
for international services. The first few years was a hit for them.
However, after 1996, Biman faced losses. It became
public limited company (PLC) on 2007 and was the largest one in Bangladesh at
that time. Biman could not make sufficient profit as severe flight delays and cancellations
began to disappoint their customers.
Things started to progress:
But since then changes took place as the company
became resolute to make their company a success. It began to concentrate on
their customer services and made an effort to reduce delays and cancellations.
They have also been trying to gain back their market share by associating more
with their customers. They have started to provide assurances about punctuality
which the passengers seek for. In addition to that, they got two new aircrafts
with a hope that these will lower their losses. Their websites now have better
options like advance selection of seats, meal selection- this allows customers
to get better quality meals with keeping their personal choices in mind. Also,
the payment for excess baggage can be made earlier, this reduces the airport
hassles that the customers encounter most of the time.
It has been estimated that the overall improvement
will result in growth of Biman Bangladesh. Also, these changes will lead to
better customer relation with the brand creating stronger brand associations.
Furthermore, creating brand awareness by using IMC campaign is necessary to
recover from their previous reputation. Also according to me, Biman can
establish their improved positioning in the mind of their customers in a more
clear and effective manner through positioning guidelines. To do so, they could
take the help of effective communication in order to deliver their message.
They may use different mode of communications to relate their brand with the
targeted customers. They can engage in pubic relation through various ways, for
example- sponsoring concerts, talk shows etc. They can highlight their POP and
POD which may create differentiation to attract more customers. Also, through
press conferences Biman can explain about their new changes to their customers.
These branding strategies may help Biman to enhance.
References
- Biman Bangladesh Airlines.(2014). [online] Available at: Wikipedia, (2014).Biman Bangladesh Airlines. [online] Available at: http://en.m.wikipedia.org/wiki/Biman_Bangladesh
- Islam, M. (2014, April 05).Biman tries to navigate out of losing streak. Dhaka Tribune. [online] Available at: http://www.dhakatribune.com/technology/2014/apr/05/biman-tries-navigate-out-losing-stre
- Miller, S. (2014, April 22). Biman Bangladesh: An Airline on the Rise - Airchive. [online] Archive. Available at: http://airwaysnews.com/blog/2014/04/22/biman-bangladesh-an-airline-on-the-rise/
