2016 Global Aerospace & Defense Competitiveness & Innovation Survey Results

| July 11, 2017

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The Aerospace & Defense (A&D) sector faces emerging global competition and rapid technological innovation, trends that promise to dramatically reshape the sector in the coming decade. How well today’s leading A&D firms adapt to these trends may determine how well they survive and thrive.

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Liebherr Aerospace and Transportation

Liebherr supplies aircraft air management, flight control and actuation systems, hydraulic and landing gear systems. Train manufacturing product areas are air conditioning, actuation and power supply.

OTHER ARTICLES

Is Supersonic Travel Compatible With The Environment?

Article | March 12, 2020

New technologies are helping supersonic flying make a comeback. While the aviation industry has been under scrutiny for its role in climate change over the years, Aerion is looking to maintain sustainable supersonic travel with the AS2. This plane will be the first privately built supersonic commercial aircraft ever. Set to enter into service by 2026, the model will deliver a Mach 1.4 supersonic cruise. It will also maintain the fastest subsonic cruise of any jet in history at Mach 0.95.

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COMMERCIAL AVIATION

Have we entered the era of smaller airplanes for good?

Article | March 12, 2020

There’s been a lot of talk lately about airlines around the world beginning to favor smaller aircraft. Not just amid the pandemic but for the foreseeable future as well. The debate was given fuel when Lufthansa’s CEO made comments about potential down-gauging of its fleet ahead. But have we really entered the era of smaller airplanes for good? Many have argued that even when demand for air travel does return there will be less of it overall because of a precipitous and permanent drop in business travel. And beyond that, even where demand does exist, it will be for convenient, point-to-point service, not on A380s via big hubs – as smaller planes emerge that are capable of flying farther and people shy away from big, crowded airports and the hassle of connecting. All of which calls for smaller planes. I’ve argued recently that this seems a little hasty. Nevertheless, the jury is out, and as they say – only time will tell. Have smaller planes taken over flying? One thing we can look at is whether the notion that smaller planes rule the day holds true at major airlines right now. And pulling some Flightradar24 data we can see that this has been happening – mostly. The headline takeaway seems to be that bigger planes do still have their place, but for obvious reasons smaller wide-bodies have proven more desirable on many global routes during the past year. Lufthansa dropped its Very Large Aircraft quickly If we look at Lufthansa’s data, the trend is very clear right from the beginning of the pandemic. The A380 and the 747s (both -400 and -8I) took a definitive hit beginning in March 2020. That was it for the A380 and the 747-400 for good, it seems. The small rebound in A380 flights recorded in recent months were storage-related. And since the pandemic started, it’s clear that the smaller A330 has been clearly favored, taking up nearly double the percentage of flying it had at Lufthansa pre-pandemic. What’s most interesting here is that the 747-8I did come back, in some weeks to pre-pandemic levels. That’s quite a big plane. It is probably hard to fill these days. But it is Lufthansa’s flagship now – it has a First Class cabin and it can carry quite a bit of cargo. As a result it kept flying for a while on the bigger US routes like LAX. However recent dips in demand, and the winter season, saw the smaller and more fuel-efficient A350 come in to replace it on many routes. As I write this the Lufthansa 747-8I is in flight on just two routes – Mexico City (MEX) and Buenos Aires (EZE) to Frankfurt (FRA). If I were to take a guess, I’d say we continue to see the 747-8I for some time on these bigger routes and in busier seasons. It may turn out to be one of the last options for passengers to fly a 747 a few years from now. Eventually, though, the more efficient 777X will replace it. Though Lufthansa has said it’s looking to shift to smaller airplanes overall, the 777X seems a natural fit for its big hub to hub routes. I don’t think we’ll see a day when the A350 is the largest plane in Lufthansa’s fleet – at least as long as Germany remains Europe’s largest economy. Delta favors smaller, but only by a little bit If we look at Delta, which also has a wide range of wide-bodies in its fleet, the picture is a little more complicated. In part that’s because initially its 777s and A350s (both of which fit about 300 seats) took over quite a lot of flying while its smaller 767s (200 to 240 seats or so) were more or less parked. Since then, however, the 777 fleet has been retired and the 767s (both -300 and -400 series) have been doing nearly 60% of Delta’s wide-body flying. And its smallest Airbus wide-body, the A330-200, has flown much less throughout the pandemic. The A330-300, A330-900neo and A350-900 have filled in the rest of the flying, but while they were doing a majority of the wide-body flying in the first months, they’re not back to flying roughly the same percentage of Delta’s wide-body flights as before the pandemic. It’s interesting to note that a number of 767s have been retired during this time, and A330-300s have been used to fill the gaps where necessary despite having a higher seat count. If no 767s had been retired it’s likely the total percentage of flights run with the 767 would be even higher. What’s the bottom line? It seems that airlines have tended to park their biggest planes, but perhaps not as drastically as some might have expected. That may have had a lot to do with cargo capacity. But cargo capacity will continue to be a consideration post-pandemic as well, so it’s not as if these planes will prove useless once things get back to normal. And if we see the boom in travel demand that some are predicting is on the way, many of these larger aircraft may see they get plenty of use yet. Will there be less very large aircraft in airline fleets overall? Yes, probably. The A380 is all but done for except at a handful of airlines. And will smaller, long-range planes like the 787 prove popular in the years ahead? No doubt. But the bigger, fuel efficient planes like the 777X and A350-1000 will almost certainly still have their place in the sky too.

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AIRPORT MANAGEMENT

A Stepwise Guide to Re-position your Airline Brand amid the Pandemic

Article | March 12, 2020

Hit by the impact of the COVID-19 slump, airline businesses are enduring a major crisis no matter how recognized they were before. The crisis has pushed airline businesses to re-look at how to manage and operate their operations. It even includes re-positioning in the airline industry’s competitive market landscape. In a time like this, you need to delve deep when you update your airline brand positioning strategy. Your marketing team will have to be versatile and adapt to a new set of planning strategies. They should be mindful of aspects to reduce risks and overcome challenges that the pandemic caused. It’s time to rise again through hindrances that affected your airline brand image to go down. Let’s throw some light on why brand positioning in marketing has become necessary now. Importance of Re-positioning of an Airline Brand Brand positioning in marketing is receiving snowballing attention in airline marketing today. Adopting versatile branding concepts creates optimism to provide value to products and services. And such concepts help products and services to perform well on various distribution channels. The values play an active role in brand positioning and so in re-positioning. Since customers’ activities have transformed in the new era of digitalization, deciding afresh on values will help you position your brand for the future. The branding must include a proper blend of physical and emotional values to make the brand both powerful and meaningful. When faced with challenges, it’s natural for even large airline businesses to become unrecognizable by customers. Thus, showcasing your brand as unique as possible becomes hard-hitting to differentiate from the competition. In that case, the idea of re-positioning requires consistent branding strategies. The strategies can help in many ways. A few of them are maintaining customer loyalty, encourage awareness, and showing customers your presence in the market. Therefore, to build deeper relationships with customers by re-positioning your airline brand, there are some important steps to follow. The stepwise guide will help in creating a competent brand positioning framework development. But remember, the framework should be defendable for growth. 6 Steps to Follow: Re-position your Airline Brand Determine your Values Start by considering the values that will represent your airline business brand. By finding the values, it will make you different from the rest of the competitors. Especially in a case where you are going for product marketing or service as an ordinary in the market or marketing it extraordinarily. Your aim gives you essential insight into what and how to go with the brand again in the new normal. Thus, try to analyze and research aspects of your competitors as well. We fight every day to stand out. We know our customers like to sound and feel authentic about brands. So, we believe that instead of building a complex picture of our airline brand (where no one will be able to understand), we prefer humanization. - Kevin Krone, the Vice President and Chief Marketing Officer of Southwest Airlines. In realizing this aspect, your marketing team can innovate by creating campaigns to improve brand image. Identify the Competitors Surrounding and Research After recognizing the brand values, it’s requisite to analyze competitors serving in the market as you. You can do it by performing competitor analysis. The analysis will help to decide how better you can do in creating your brand positioning strategy. To start with it, there are different methods for determining your competition. They are: Do a thorough competitor research You can take guidance from your sales team to study what and how competitors develop their distinctive ideas with sales. Then, identify them through in-depth market research on their tactics of positioning their brand. To conduct it, include the following points into your research: What are the services or products competitors do offer? What are the brand positioning strategies they are using to ensure success? What is the current position of their brand in the market? It will be easy for you to set your aim to re-position your airline brand by putting these considerations forefront. Take Feedbacks from customers Connect with your existing and potential customers. Try to know what services or products they are considering according to the present scenario. Use the power of social media Social media platforms like LinkedIn, Quora, Facebook, and other online forums offer interaction with consumers. You can ask questions about products and services. Use these forums to discover competitors in your role. Find your Brand’s Uniqueness Building a unique brand image (by keeping a similar aim as before) will make you different from the competitors in the airline industry. We are the same exact airline that we were before. We are not walking away from our DNA. - Kevin Krone Your well-researched step on competitors will help to learn about branding patterns in the new normal. In addition, by looking at their weaknesses and strengths, you might get a chance to know your strength. This aspect will make your brand unique. Develop a Re-positioning Statement Once you know your customers' thoughts, you need to develop a statement that portrays your message. If you aim to convey that your business offers the best services or products in the market during the current economic slump, then it’s imperative to keep a razor-sharp focus on a brand positioning strategy. For example, you can include your ROI data. Use it as a statement in online paid ads, social media platforms, campaigns, emails, and other marketing methods. By doing this, you will be able to grab your existing and potential customers’ attention. And see how potential ones become loyal towards your business in no time. There’s no definite way to re-position your existing airline brand in times of the pandemic. But there are some crucial ways to do it. The ways are customizing efforts enable significant chances to offer quality services and products to reach customers. Test your Re-positioning Statement—if it works! Once your re-positioning statement is formed, it’s time to test it. Try to do experiments with the help of feedback collection from customers. The feedbacks should cover if they are conveyed with the right message. Therefore, in this way, you can know whether your brand achieved its goal or not. As you invest effort and time into re-positioning your airline brand, it’s helpful to keep in mind the type of consumers, demographic segmentation, and verticals. These verticals provide a deep insight that content and its aim remain advantageous to your brand. Develop your Brand’s Reference Frame Your brand’s reference will be an accurate way for customers to perceive it in the right way. Having a genuine brand positioning framework today is vital for re-positioning. And with the help of an on-point brand development strategy, you can plan it extraordinarily. Once you have created the frame of your brand, it is advisable to keep a focus on reaching achievable goals. Successful Re-positioning Efforts Drives Growth As you are aware that a strong branding of an airline business makes all the difference when you enter the market, similarly, re-positioning also makes a difference when you have to outshine again amid challenges. So, having a definite approach will ensure success for your brand and drive growth amid the ongoing pandemic challenges. Frequently Asked Questions How can airline businesses improve their brand image? An airline business runs with a multitude of functionalities. Every function plays a responsible role in improving the brand image. Thus, some crucial ways are discussed below: Create the right message which should be synonymous with brand value or perspective Stay in contact with customers through various marketing ways Keep track of strategies and implementation Turn data into intelligence Keep an eagle eye on competitors and their activities Keep employees in the loop What are the best branding strategies for airline businesses? The best branding strategies for airline businesses are as follows: Cost control strategies Social media campaigns Creative advertisement Loyalty programs Use power of influencers { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "How can airline businesses improve their brand image?", "acceptedAnswer": { "@type": "Answer", "text": "An airline business runs with a multitude of functionalities. Every function plays a responsible role in improving the brand image. Thus, some crucial ways are discussed below: Create the right message which should be synonymous with brand value or perspective Stay in contact with customers through various marketing ways Keep track of strategies and implementation Turn data into intelligence Keep an eagle eye on competitors and their activities Keep employees in the loop " } },{ "@type": "Question", "name": "What are the best branding strategies for airline businesses?", "acceptedAnswer": { "@type": "Answer", "text": "The best branding strategies for airline businesses are as follows: Cost control strategies Social media campaigns Creative advertisement Loyalty programs Use power of influencers" } }] }

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BUSINESS AVIATION

Three Aviation Content Marketing Successful Stories

Article | March 12, 2020

Let’s be honest! Customers support advertising. But they seek out information. In a marketing world where advertising reigns, aviation customers want well-researched, proficiently crafted informative content that tells stories, explains products, and helps them make smart decisions. Content: Builds Credibility and Influence with Information When you make a decision, you seek out the most credible sources of information available on the internet or off the net. However, for many aviation consumers, content types like publications, blogs, whitepapers, and other high-quality are the most preferred to read. A consistent flow of information maintains the credibility of your publication and communication with your clients, customers, or stakeholders. This can only be possible when you have a good content marketing strategy. Good content marketing, as marketers say, is an all-hands-on-deck affair. Strategizing, content production, analysis, audits, and reviews play a vital role in creating great content marketing ideas. In addition, you need to coordinate with different departments to meticulously create a plan of action that hits the right audience at the right time with an accurate message. But remember, even if you plan it in the right way, things can go wrong. And you might feel that nothing more can be done, even having perfect airline marketing strategies. So, in such a moment of disparity, for your aviation marketing, it’s helpful to revisit some of the most amazing content marketing strategies successful stories out on the internet to get inspired and give a new perspective to your next content marketing ideas. Content Marketing: Stories Let us have a look at the excellent content marketing success stories. The following examples showcase the suitable approaches you can have for your next content marketing campaigns. So, take a look and learn to craft a better strategy. JetBlue’s Campaign Towards Passenger Concerns The airline industry has had its share of ups and downs in executing airline marketing strategies and airline advertisement plans since the pandemic outbreak in 2020. Under such conditions, low-cost airline JetBlue showcased its brand stand above all these struggles. Their content marketing strategy that creates compelling, engaging, and informative content consistently helped convey the brand message to the audience and build brand image. The Strategy JetBlue’s content marketing ideas focus on humanizes its approaches. For example, the company launched a campaign that awarded passengers with rewards points. The airline’s digital marketing strategy, at every level, has a unique way of providing information to its audience and offering solutions. This way, it offered the clients more reasons to engage with its brand. The brand used blogs and media coverage to engage with its clients. Here are the following content strategies it used: Timely published airline articles attracted instant attention of visitors to the website. The information provided in the article was about the usage of technology and successful collaborations to ease the operations. Filled the website with timeless articles that served information to overcome the pandemic challenges and provide value in real-time. Always tried to go with the trends, latest news, and updates. As updates were in time, it maximized clicks and engagements. The Outcome Content published and strategies implemented successfully enabled JetBlue to acknowledge their audiences’ concerns. The information provided solved the persistent problems of the audience. This approach resulted in a significant hike in the percentage of website visitors, which eventually grew traffic. Copa Airlines’ DotDigital Copa Airlines, like other airlines, also wanted to streamline the operational processes allied with content marketing campaigns, emails to target the most of audiences, and stabilizing its market position. It was all because the manual process took up a long time and contributed to accuracy errors. As part of its recovery plan, it also wanted to become more agile in its email and content marketing by synchronizing the gap between website visits and email triggers to focus actively on capitalizing on the demand. The Strategy Copa Airlines’ partnering with dotdigital, a marketing and engagement platform, successfully implemented the campaigns. It focused only on active audiences and accurately understand the purpose. By employing powerful content creatives to create and automate email copies with variations, it was able to restructure the process and added personalization that subjected audiences’ demands and preferences. The Outcome Copa enhanced its brand visibility, which boosted conversions by 2%. This result led to a 14% hike in revenue, thus improved its ROI. With the addition of automation and personalization, Copa also experienced an 11% drop in unsubscribe numbers. This pointed towards the increased engagement of audiences with the new content marketing strategy. AirAsia’s Media Business Expansion AirAsia’s topmost concern towards its business expansion was content marketing, media, data, and adtech. The brand wants these functionalities to perform on the top in revenue growth and lift its performance in 2021 & beyond. To grow its business, it focuses more on engagement and providing value to its audience. It seeks to build a more substantial base of audiences than before. Since early 2020, the brand accelerated its digital business by demonstrating product offerings through blogs, video, and chats. The content information provided through the content marketing strategy was more authentic, relevant, and delivered significant value to customers. The Strategy The brand runs campaigns using self-service adtech and content platforms. The company has a deal with Universal Music Group (UMG), through which it created RedCarpet that focuses on smart campaigns with the help of content creation capabilities. The Outcome The critical part of the RedCarpet initiative is it created multiple partnerships signed for the upcoming quarter of 2021. It also introduced flexibility in tech offerings to the customer through various content generation on its website and social media channels. But, most importantly, the brand took a step ahead to enhance content services as a publisher. This is a new investment straightaway to become the pandemic warrior in the airline industry. The brand envisions surged engagement among customers and potential audiences once travel restrictions are lifted. Thus, AirAsia’s database will have more users in the coming years. Frequently Asked Questions Why is the need to educate audiences in the airline industry becoming necessary? Today consumers are becoming smart. They are saturated with businesses offering the same repeated product or service. So, being educated help them to make informed decisions. And creates loyalty towards the brand along with a long-term relationship. How can content marketing help to address target audiences in the airline industry? Content marketing can help in addressing the queries of the client at various levels of the process. This strengthens a positive outlook towards the brand and probably motivates them to become part of the brand. How to use content marketing to increase brand image in the airline industry? Follow these steps to increase your brand image using content marketing: Create a brand that tells a story about offerings to the audience Research on the unexplored side of your industry which is still untouched and thus attract eyeballs to drive your brand Think of expanding content created out of your research Create evergreen content pieces Create a live website and include the easiest ways for visitors to approach { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "Why is the need to educate audiences in the airline industry becoming necessary?", "acceptedAnswer": { "@type": "Answer", "text": "Today consumers are becoming smart. They are saturated with businesses offering the same repeated product or service. So, being educated help them to make informed decisions. And creates loyalty towards the brand along with a long-term relationship." } },{ "@type": "Question", "name": "How can content marketing help to address target audiences in the airline industry?", "acceptedAnswer": { "@type": "Answer", "text": "Content marketing can help in addressing the queries of the client at various levels of the process. This strengthens a positive outlook towards the brand and probably motivates them to become part of the brand." } },{ "@type": "Question", "name": "How to use content marketing to increase brand image in the airline industry?", "acceptedAnswer": { "@type": "Answer", "text": "Follow these steps to increase your brand image using content marketing: Create a brand that tells a story about offerings to the audience Research on the unexplored side of your industry which is still untouched and thus attract eyeballs to drive your brand Think of expanding content created out of your research Create evergreen content pieces Create a live website and include the easiest ways for visitors to approach" } }] }

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Spotlight

Liebherr Aerospace and Transportation

Liebherr supplies aircraft air management, flight control and actuation systems, hydraulic and landing gear systems. Train manufacturing product areas are air conditioning, actuation and power supply.

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