DESIGN AUDIT
Maha Saker 64465
Tala Othman 75660
Larissa Dsilva 73973
Company Overview
Spirit Airlines is a domestic low-cost airline. The airline company has roots in the truck industry, starting on 1964 in Michigan. In the year 1992, the company change its name to Spirit Airlines after purchasing jet equipment. In 1999 Spirit Airlines relocated its headquarters to Miramar in Florida (Spirit Airlines, 2011).
The airline company offers flyers 73 travel locations within the United States, Latin America, and the Caribbean (Spirit Airlines, 2019).
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Slogan
Less Money. More Go.
Mission Statement
We’re committed to delivering the best value in the sky by providing a customizable Guest experience. Our all-Airbus Fit Fleet is among the youngest and most fuel-efficient in the U.S. You can venture farther, travel more often, and discover more than ever before with daily flights to great destinations in the U.S., Latin America, and the Caribbean (Spirit Airlines, 2019).
Voice Tone
Friendly and Humorous tone.
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Previous Logo & Color Palette
Primary Colors
Secondary Colors
Palm Tree Green Sunshine Yellow Ocean Blue
Spirit previous logo had a set of primary colors such as red and blue as shown above. Alongside these primary colors, Spirit added the color yellow, blue and green altogether and used them on the tails of their plane to create an abstract letter S as shown on the right. Also, they chose those colors to represent the Caribbean.
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Company Color Palette & Typography
Primary Colors
#ffe600 #00000d
The primary colors of their company are yellow and black as shown on the left. Spirit Airlines chose these colors to differentiate themselves from other competitors such as American, Delta, and Southwest Airlines that used the color red and blue for their company’s’.
Secondary Color
#0073e6
Typography
Spirit Airlines only uses sans-serif for their fonts that includes Helvetica, Helvetica Neue, and Source Sans Pro.
The Helvetica and Helvetica Neue family is used in their logo, headings, and subheadings. In addition, Source Sans Pro font is used for their body texts. Also, they modified their logo and is hand- written as shown above.
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Vehicles
All of Spirit’s planes are Airbus Fit Fleets which are new, fuel efficient planes. The 3 different planes are: A319 (319), A320 Spaceflex (32 A/32 N), and A321 Spaceflex (32 B).
The vehicles chosen for each destination is based on the demand for each flight, this helps the airline save on extra expenses such as gas.
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Staff Uniform
Cabin crew at Spirit Airlines wear a black and yellow casual uniform and name tags. Cabin crew have a unisex option of wearing black pants, a black vest with yellow borders and a white collared shirt with a vest. Additionally, air hostesses have the option to wear a black dress with yellow borders given by the airline. Whereas, captains wear a white collared shirt along with a tie. Cabin crew name tag use the primary color of the airline which is yellow and captain’s name tag uses the secondary color blue.
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Baggage Fees
Factors influencing baggage pricing
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Check-In
Spirit Airline flyers can check-in through their app or at a kiosk.
If flyers want to use the front desk, they pay an additional fee for printing the boarding pass, averaging $10. Spirit Airlines places signage around their station to inform and remind flyers to use kiosks.
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In-Flight
All seats offered are economy, except for the front seats that are wider and have extra legroom for flyers that are seeking a more comfortable experience. The number of these seats vary by plane.
All food and beverages offered in-flight are processed and packaged. Following their business model these items are an additional cost as well as water.
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Social Media
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Advertisements
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Website
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SWOT Analysis Strengths
Airlines are modern Airbuses, which offer high safety standards and efficient, on-time performance
Price of airfare is 50% cheaper than other airlines, with added options 40% prices are still cheaper Services such as Wifi are available
High on-time baggage performance, highest ranking for an American airline
Well known to American consumers
Opportunities
Expansion of payment methods
Investment in New or Upcoming Technology
Expansion of flight locations within North America
Attract more loyal customers
Increase their presence on Social Media
Provide healthier food options such as granola bars
Weaknesses
Low Budget for Quality Control (limited resources). Advertisements are unethical and very controversial, giving an unprofessional brand image
Low level of diversity within the workforce. In-Flight purchases can only be made using either debit or credit cards
Workers are under high psychological pressure and receive a low-performance appraisal, which leads to High Employee Turnover.
Threats
Intense Competition: Allegiant Travel Company, Delta Airlines, and JetBlue Airways
Changes in consumer behavior
New Entrants of Domestic Low-Budget Airlines
Some people use other forms of transportation in the U.S. if they are sensitive to cost such as buses, cars, or trains
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Benchmarking
Southwest Airlines is in the same low-budget airline market as Spirit Airlines. Although Southwest provides flyers budget friendly options, this does not hinder their overall quality as compared to Spirit Airlines. Southwest Airlines has low flight delays. In addition, they provide low prices for baggage and change fees unlike Spirit Airlines that charges flyers. Due to the prior factors, Southwest was able to create a good impression on flyers resulting in high customer satisfaction. Southwest is able to cohesively and concisely communicate their company through different channels by having a strong brand guideline and portfolio, an important feature Spirit is lacking.
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Southwest Packaging and Brand Identity
Recommendations
Spirit Airlines needs to modify their payment methods to allow customers to pay for food and beverages through other means such as PayPal and cash.
Besides improving payment options, it is essential to offer flyers water for free since it is a basic need, especially for long journeys.
Spirit Airlines should change its controversial approach to advertising; by making their advertisements more ethical and appropriate for all viewers particularly those that are underage. Also, they should consider implementing a reward system to incentivize their employees especially those who overwork.
Spirit Airlines should improve its client’s services and interactions since their customer service is poor. In addition, by enhancing customer service, this would create a long-lasting relationship built on trust and sympathy.
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References
Bloom, L.B. (2018). Ranked: The Best and Worst Airlines in America. Forbes. Retrieved from https://www.forbes.com/sites/laurabegleybloom/2018/03/06/ranked-the-best-andworst-airlines-in-america/#ddfac0ce953b
Spirit Airlines, Inc. About Spirit. (2019). Retrieved from https://www.spirit.com/AboutUs.aspx
Spirit Airlines, Inc. Spirit Airlines History. (2011). Retrieved from https://www.spirit.com/Content/Documents/en-US/Spirit%20Airlines%20History.pdf
Spirit Airlines, Inc. Spirit 101. (2019). Retrieved from https://www.spirit.com/spirit-101
Spirit Airlines, Inc. $9 fare club. (2019). Retrieved from https://www.spirit.com/StaticFareClubEnrollment.aspx?_
ga=2.154759672.1797983537.1557658300-2029120770.1556287218
Spirit Airlines, Inc. (2019).Retrieved from https://customersupport.spirit.com/hc/en-us/articles/217606817-What-type-of-Air craft-Does-Spirit-Fly-
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