Written by Isabelle Francis
Thursday, 15 September 2011 14:18
KUALA LUMPUR: The recently inked home jersey sponsorship between Malaysian Airline System Bhd (MAS) with Barclays Premier League club Queens Park Rangers (QPR) is a “good deal” for the national carrier, said Khazanah Nasional Bhd managing director Tan Sri Azman Mokhtar. Azman’s comments come on the back of MAS getting flak for the sponsorship arrangement. Much of the brickbats stem from the national carrier looking at such a sponsorship after bleeding a net loss of over RM520 million in 2QFY11 ended June 30. Here are some of the facts 1. The company is bleeding and spent on undisclosed amount sponsoring Queen's Park Rangers, which belongs to Dato' Seri Fernandes ; 2. MAS sponsor the home jersey, while Air Asia sponsor away games; 3. QPR ? Why not Manchester ? Arsenal ? Chelsea ? or at least other club who has larger followers ? ; 4. How much ? Undisclosed; If you ask my view ? It depends on what type of views you are taking position on the matter ? Is it short term or long term view ? My position has always been a long term view. I agree with Dato' Seri Tony, what Malaysia Airlines is lacking is branding and marketing. The management before have taken branding and marketing as purely from expenditure points of view, which hits the income statement and hit the profitability. Which is short term view. I have no doubt and agree that Malaysia Airlines shall continue focusing on cost, but at the same time to be bold and brave enough to increase the branding and marketing cost and to monitor this over the return that the company will generate over time. While the accountant view it as an expense, the management shall view it as an investment and this have to be monitored like any other investment or capital expenditure. Look at the successful airline companies like Etihad Airways, Qatar Airways and Emirates Airways. What differentiate them with the rest ? Pricing ? or Brand ? What if I mentioned Emirates ? What do you have in your mind ? To me traveling in "luxury" and "comfort". That what come in my mind when the brand is mentioned. How about Malaysia Airlines ? Qatar Airways ? Etihad Airways ? Cathay Pacific ? Why QPR ? My next question is why not ? Who knew Air Asia before ? Ailing company which was bought over only for RM 2. How about today? The Best Low Cost Carrier in the world in 3 consecutive years within less than 20 years when it was bought over. The believe is that to make QPR in the same league if not better than MU, Liverpool, Arsenal and Chelsea - too far sighted yet not impossible. Similar vision for Lotus Racing Team though this year finishing in the 12-17th position in any races which is an improvement as compared to when it was first started. Again, " angan-angan Mat Jenin" but if one have faith and work hard to get it, surely one day you will get it. Those top teams were once like Lotus Racing and QPR, non ? So, the vision of MAS new management is clear. To learn lessons from Air Asia, to leverage on Air Asia's brand, collaborate instead of compete, to share instead of fight and in the end to propel for " General Interest" i.e. for the country Malaysia. MAS has all the ingredients to be a successful company. Just give MAS time and it will prosper, with ONE condition. All the "politikus" to stay away from meddling the company 's management directly or indirectly. We are all concerned with MAS and would like to see MAS fly and soar high. Even an eagle needs a push, and let the "Wau" a.k.a flies higher. Another "Wow" factor by Malaysian company ?
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Notice :Opinions, stories , thoughts expressed are blogger's own and do not necessarily represent the views of the institution or the organizations by which the blogger is employed or any specific person who so ever, either dead or alive.
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