Tiger Air

Tiger Air has an interesting market development plan.

They seem to have decided to shrink their SAM (serviceable available market) by pissing off customers so much that they, the customers, vow never to return.

The cunning aspect of this plan is that by the time they are done the only passengers that will even want to fly with them will be those that for some inexplicable reason don’t mind the shoddiness of their service.

In this category are:

1. People that get to the airport a day before flying just so they can’t possibly miss their flight
2. People that are travelling for no fixed reason and hence don’t mind if they get to their destination a day late
3. Gen Y’s who don’t find it odd that a service provider doesn’t provide any service, and
4. Gen Y’s who find the vague statements of other Gen Y’s that work for an airline sort of comforting. Or to put this in another way, Gen Y’s that find logically decipherable answers somewhat threatening to their dissonance.
5. People that aren’t smart enough to figure out that a cheap ticket is only cheap if they don’t have to buy another one when the first one becomes useless for some reason or another.

Given that the residual customers will need to satisfy all five of these conditions I predict that Tiger will end up with about, oooo, 1% of the domestic air travel market.

But that 1%, they’ll be worth having. The big data on these easily-deluded fuckwits could be re-sold at great profit to every retailer in the country for big bikkies.

Which is to say, Tiger Air is just a loss-leader for identifying the most gullible consumers in the country. And that is GENIUS!