What makes COPA Airlines one of the most profitable airline brands in the world? Interviews with two senior execs

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This year, I’ve been fortunate to interact with key executives from COPA Airlines – one of the most consistently profitable airlines in the world. And in all the conversations, I sensed a distinct focus on the customer, which makes this airline so successful.

COPA’s keys to success

Here, I’ve included two interviews that shed light upon their keys to success – from a branding and e-marketing perspective. In summary, here’s what I’ve learnt from COPA:

1. Don’t fight the price war – it’s a bottomless pit
2. Focus – on the customer, on the product, and not only on competition
3. The brand is the asset – never compromise on it
4. Always keep metrics in mind, even when it comes to branding

Interview with the Director of eBusiness – Frank Kardonski

The first interview is with Frank Kardonski, the Director of eBusiness at COPA. He sheds a lot of light into how a well-thought out online strategy complements the strong brand fundamentals of the airline, making it one of the most profitable in the world. Here’s what he had to say:

• The new COPA.com – makes it attractive to a widespread customer base. Customized portals for regional markets, like Brazil, Colombia or Panama. Auto-IP recognition (2:30)
• eServices – Online check-in 36 hours prior to departure, a positive experience that keeps the customers coming back
• New technologies have taken the traditional technologies and taken them a step further – it’s a conversation, as opposed to a broadcast (3:10)
• Focused on getting the full juice out of traditional marketing (4:39)
• “Thank goodness for the measurability of the Internet” – heavy focus on metrics (5:03)
• Product that is relevant and appealing – connectivity between major and secondary cities, combined with the product focused on the Business traveler, from in-flight to OnePass

Interview with the Director of Marketing – Marco Ocando

The second interview is with Marco Ocando, the Director of Marketing. Marco comes from P&G and knows very well how to market commodities. And now that airline travel is a commodity, he fits perfectly in the picture. Here’s what he has to say:

• “Marketing is marketing is marketing” – Airline marketing as FMCG marketing – they’re all commodities (2:10)
• Focus on what the customer wants, and turn that in to an offering (2:35)
• “You’re doomed to disappear if you don’t differentiate” (3:10)
• No domestic flights, but Panama as the hub of the Americas (1:20)
• How COPA manages to charge a premium on their fares, even in this environment, and still maintain load factors (3:25)
  • Customers value operational excellence and impeccable customer service
  • Honor the premium customers
• Continental brand as an asset to the COPA brand (5:35)

So, what do you think about COPA’s success? Is it repeatable? Isn’t it refreshing to learn about such a visionary effort that’s also consistent? Let’s discuss in the comments or over on Twitter (@simpliflying)

2 Responses to “What makes COPA Airlines one of the most profitable airline brands in the world? Interviews with two senior execs”

1. Why Airlines are Profitable Again | Business Pundit says:
   

   [...] Focusing on more profitable routes, outsourcing flights to fellow network carriers, and even good customer service are proven paths to profitability for [...]

   October 5th, 2010 at 12:10 pm
    
2. » The future of airline marketing in 2011: key takeaways from IATA Commercial Strategy Symposium - SimpliFlying || Aviation :: Branding :: Technology || Airline marketing, airline brand management, social media, Web 2.0 says:
   

   [...] start listening more – better feedback, quicker” – Frank Kardonski, Director of eCommerce, [...]

   December 14th, 2010 at 7:05 am
    

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