Market Analysis

ensure that their brand name and individual corporate philosophies is well known among consumers. As for instance, MAS markets will market its brand name along with its ‘Going Beyond Expectations' philosophy while Air Asia will ensure that their ‘Now Everyone Can Fly' ‘punch-line' is made to be known. The importance of advertising can be proved against the amount that the two airline operators had spent on advertising as found in their second quarter of 2009 financial report, in which MAS had spent RM 36 million while Air Asia had forked out RM 24 million. Other than that, the Malaysian airline industry is also boosted through the publicity made by Air Asia in the sporting arena. This is as; the Air Asia brand name receives worldwide media coverage everytime a football match is being played on television as the brand name can be seen on billboards during the Barclays Premier League football matches in the United Kingdom. Other than that,