Jin Air SVP marketing and PR Emily Cho, speaking on the sidelines of CAPA's World Aviation Summit in Hong Kong, reiterated (29-Nov-2012) parent company Korean Air and Jin Air are two very different companies including their approach to brand marketing and while the medium might be the same, the message is very different. Ms Cho believes having the different corporate culture helps the carriers utilise social marketing. "The 'jewel' of social marketing is that with little money you can get people to market your brand for you for free," she said.
Jin Air has different marketing approach to Korean Air parent
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Korea-Japan: LCCs are poised to overtake full service airlines for first time in Northeast Asia
For the first time in Northeast Asian aviation, low cost airlines are poised to overtake full service airlines in a significant way. The market concerned is that between Japan and Korea, where LCCs are rapidly growing, while full service airlines are decreasing capacity. Overall market size and visitor figures are at record highs. This refutes any legacy airline thinking that LCCs "steal" market share; LCCs are growing the market and becoming the future – as they already are in other parts in the world.
LCCs accounted for 1% of available seats between Japan and Korea in 2009, reached 37% in 2016, and so far in 2017 will account for 49% of the market. Limited airport data indicates that LCCs, operating at higher load factors, already transport more passengers than full service airlines, and by the end of 2017 LCCs should easily account for the majority of capacity.
LCCs already fly more airport pairs than their full service counterparts. The LCC development between Japan and Korea illustrates underlying LCC opportunity in Northeast Asia but also reflects on the importance of liberalisation, and for full service airlines to have efficient cost bases.
Korean Air's dangerously high debt requires it to shore up confidence. Delta investment would help
Korean Air's strategic positioning is precarious as its main Asia-North America segment faces competition from competitors on both sides of the Pacific. The situation is worsened by financials hammered by the bankruptcy of the Korean Air subsidiary Hanjin Shipping.
Yet even before, Korean Air's debt neared 1,000% and available cash covers only a month of revenues. The market does not have confidence in Korean Air's attempt to fix its liquidity position, and the Cho family that established, and still manages, Korean Air faces sticky scandals. As Korea is in political and business upheaval, chaebol conglomerates are no longer sacred.
Delta Air Lines to the rescue? With strategy and financials battered, Korean Air views Delta's long sought partnership more favourably than it did a few years ago when Korean Air was on a high and seemingly did not need its pushy SkyTeam cousin. Delta may be offering to inject equity into Korean Air, and perhaps will not partner without equity involved.