MALAYSIA AIRLINES

Malaysia Airlines

Malaysia Airlines

Brief background Of the Malaysia Airlines

Malaysia airlines started its journey in the golden era of commercial air travel. It was incorporated on 12 October 1937 by the name of Malayan Airways Limited (MAL) with joint initiatives of the Imperial Airways, the Straits Steamship of Singapore and Ocean Steamship Company of Liverpool to run air service between Singapore and Penang. It became the national airline on 2 April, 1947. Leaded by dynamic and young team, its domestic airline service turned into an international airline. In 1973, airline service fragmented into two companies, forming the Malaysian Airline System and Singapore Airlines. Later it was branded with the name of Malaysia Airlines (Malaysia Airlines, 2013).

Malaysia Airlines launched A380 scheduled air service between Kuala Lumpur and London in 2012. It was a significant milestone achieved. Froma domestic to international air service, Malaysia Airlines have more than 1000 aircrafts and developeditself to become an award-winning airline company connecting some 850 destinations across six continents, and it became the member of oneworld alliance. Malaysia Airlines has network of the online booking and can be reserved from home on buying or purchasing of tickets which is easier way for passengers. In case of online purchasing, the passengers need to complete their details like the departure place they want and the destination they want. The payment will settle via the online banking. Official website of Malaysia Airlines can be used to book air ticket, hotel and train ticket and also rent a car.

Malaysia Airlines promoted their brand internationally under the slogan Going Beyond Expectations from 1990 to 2007. The CEO of Malaysia Airlines, Ahmad Jauhari has taken steps to improve the level of products and services. He introduced new branding strategy slogan of MH Malaysian Hospitality (the star). In 2013, Malaysia Airlines won the Silver for Travel and Tourism, Transportation category at Putra Brand Awards (mmail, 2013). Their A380 service brand has a contemporary stunning look, showing true Malaysian heritage.

Elements of Communication Mix

The communication Mix is consisted on a different set of disciples (tools) which are used to communicate with the target audience. There are main five elements of Communication Mix: Public relations, advertising, direct marketing, sales promotion and personal selling. There are also other means of communication such as Media through which business messages are received and conveyed (Duncan & Moriarty, 1998).

Public relations

Public relations can be defined as, "the art and social science of analyzing trends, interpreting significances, guiding the firm's leadership and management and implementing the planned strategies which will serve the firm as well as public."(Maxican Statement, 1978). This statement suggests that the public relations should be given extra weighted in the corporate plans and objectives. Nowadays, the high credibility and usage of public relations is increasing day by day. Publicity is also considered to disseminate the communication through news programs, newspapers, magazines. Sponsorships and event management are also one of the popular tolls used to boost public relations. Management finds it difficult to control messages once they broadcasted on the ...