Nas airlines is in a battle between being an LCC and a full fledged airlines. It offers the same airfare as Saudia, in fact sometimes a bit higher. In order for Nas to claim itself as a low cost carrier (LCC), the positioning needs to reflect the Price as well as other elements of Marketing Mix. Let’s look at the points as to why Nas airlines is struggling, positioning wise:
- The airline offers a Budget Airline in-flight experience, Advertising on almost every space, food sold on-board and few seats with leg space
- The airline’s airfare is close to Saudia’s airfare (the national airlines of Saudi Arabia). Here’s a thought: Your positioning should reflect on your Marketing Mix and that doesn’t seem to be the case with Nas. So what is Nas (an LCC or a full fledged air carrier)?
- The airline recently went through a Re-Branding exercise (visual) which hardly addresses their Market Positioning or the Brand Promise
- The current travellers’ demands pressure Nas to be ‘This’ and ‘That’ but eventually, this will hurt Nas in the long run
- What is Nas today? No clue
- The Board seems to pressure the management to increase revenue while on the other hand, the management has lost focus on the Brand ‘Nas’ and has decided to sell seats instead
Nas’ prices are distant from being a Budget Airlines, while the in-flight experience indicates that of a low cost airlines. In order for Nas to offer the the low cost carrier experience, its fuel costs need to be subsidized like the national carrier Saudia which is why I think Saudia has a better opportunity of being a Budget Airline than Nas
Nas Air or flynas.com disregarded its Brand and decided to turn its airline into a commodity due to incredible demands of travelers but not too long from now Saudi airspace will witness two additional players, so where will Nas be by that time?
Said Baaghil is the ‘Unconventional’ Branding and Marketing Adviser to reputable companies in the Middle East, author of many reputable books including the ‘The Power of Belonging’ and a Speaker. Baaghil appeared in books published by America’s experts on Branding and Marketing such as Dan Hill and Libby Gill. Most recently Baaghil was interviewed by world renown Brand Consultancy firm Siegel+Gale on Branding in the Middle East
He can be reached on AskBaaghil.com
The article was first published on Linkedin Pulse on 21st December, 2014