Malaysia Airlines ‘Bucket List’ Promotional Campaign, creative but not smart !

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Malaysian Airlines has now withdrawn the title of the Campaign, changed it from “My Ultimate Bucket List” to  “Win an iPad or Malaysia Airlines flight to Malaysia.”

I feel this is/ was such a creative and catchy promotion strategy by Malaysian Airlines, that plays with viewers emotions, but it is not a very smart campaign to launch at a time when the Airline is under turmoil in the light of two tragedies that lost 500 lives.  It is a bit risky and insensitive of the Airline to come out with such an advertisement, as the tragedies are still fresh, families are mourning their losses and some are still in hope to find their loved ones who were on the flight that disappeared.

I guess its all about timing, a good campaign launched at the wrong time.  At this Maturity stage, the best direction for the Airline is to reinvent/ rebrand itself.

More details about the campaign can be found at:


The 5 I’s of Marketing – An analysis of Facebook & Asos Entry 1b

The 5 I’s of the marketing mix were developed by Peppers and Rogers (1997), as stated by Chaffey and Smith (2013), the 5I’s are complementary to the 7P’s of the marketing mix. The 5 I’s define  the processes required to satisfy customer in conjunction with the variables i.e the 7 P’s the marketer controls.

The 5 Is  are :

Chaffey and Smith (2013)

  • Identification-customer specifics
  • Individualization- tailored for life time purchases
  • Interaction- dialogue to learn about customer’s needs
  • Integration-of knowledge of customer into all parts of the company
  • Integrity– developing trust through non-intrusive marketing such as permission marketing’

Facebook and the Asos website are discussed below to showcase the 5 I’s utilized on the respective websites.


1. Identification

Figure 1


The first thing facebook asks one to do when you open their site is to provide details of your name, email address and birthdate (see figure 1). Facebook is getting to know us with these simple details and spreading information about us across the company. After signing up as shown in figure 2, Facebook gets to know you a little more about your favourite sports, athletes, music, interests etc. Through fan pages you’ve joined, athlete pages you’ve liked etc. It combines all these aspects to build a customer profile.

Figure 2

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Figure 3

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2. Individualization

Figure 4


Individualization is depicted as Facebook allows its users to personalise and customise their profile to suit their needs. As shown in figure 4, one can individualise their page through their profile picture and their cover photo based on their interests, passions, hobbies fascinations etc.

3. Interaction

Figure 5


Facebook interacts with its users through its Help Center page (figure 5) where one can search for anything they need. From this interaction, Facebook gains an understanding of it users articulated and unarticulated needs. Also as shown in figure 6, based on frequent interaction with users Facebook has identified popular user queries and as a result has devised a list of top questions with answers.

Figure 6


4. Integration

Figure 7

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Knowledge of customers is embedded in Facebook’s system, as the company keeps a record of customer’s activities (figure7), place’s they’ve visited, websites they frequently visit (to which sponsored advertisements are linked) and a timeline of customer’s activities.  

5. Integrity

Figure 8


Facebook maintains integrity, as it secures the trust of its customers by ensuring customer information is protected, and privacy is maintained. This is implemented by the high security and privacy protection tools (figure 8) the network has in place.


1. Identification

Figure 9


Asos has a visibly efficient Identification process, in the first step of joining Asos the site acquires customers personal details (see figure 9) to get to know its customers.

2. Individualisation

Figure 10


Individualisation is a top priority at Asos, as we can see from figure 10 customers can refine their search based on the particular type of product they want, select the size and colour and brand they’re looking for. There is also an option for women to shop from a Petite and Regular size section. This personalisation or individualisation benefits the customer as their needs are satisfied. Also ASOS benefits as it forms a relationship with customers that can grow the customers’ business with the company, and can add long term value to the business.

3. Interaction

Figure 11

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Asos communicates with its users through its Help page where users can search for an answer to a general question, type in their question in a Help box as well as through other online mediums including email and social networking sites such as Facebook and Twitter. See figure 11.

4. Integration

Figure 12

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Integration is evident in ASOS’s website, following the identification of its customers, based on customers browsing patterns, preferences, habits, buying behaviour etc, the company clearly understands its customers and their needs this is evident in figure 12, where the company recommends products suitable to the customer’s needs.

5. Integrity

Figure 13


Asos secures the trust of its customers, through its privacy policy and assurance warranty shown in figure 12. This builds user’s confidence in the company.


Chaffey, D and Smith, PR 2013, Marketing Excellence fourth edition, Routledge, New York, NY.

Business Models Entry 1a

A Business Model is a conceptual framework that defines how a company creates, delivers and captures value by specifying where it is positioned in the value chain. An internet business model as defined by Roberts and Zahay (2013),  are how enterprises are configured to create value for customers and deliver that value in a profitable way on the internet. Value is generated from customer’s wants and needs. To deliver value businesses need to understand these needs and design products and services that satisfy those needs and align with its core expertise.  There are nine types of internet business models including Brokerage, Advertising, Infomediary, Merchant, Manufacturer, Affiliate, Community, Subscription and Utility. The Affiliate and Community model will be discussed.

An Affiliate Model offers products and services that visitors are possibly interested in purchasing, wherever they may be surfing. The affiliated partner site is offered financial incentives in the form of a percentage. Pay is linked to performance. If the affiliate site does not generate sales, there is no associated cost to the Merchant. For example if you are on a celebrity gossip site and you frequently visit/ purchase from, products from ASOS are constantly provided on the celebrity gossip site. extensively utilizes this model ‘to help individual websites link to specific products Amazon offers’ (Duff, n.d.).Variations of the Affiliate model include Banner exchange, pays per click and Revenue Sharing.

Community Model The functioning of this model is based on user loyalty. This model can be business to business or business to consumer, but has been successful as a consumer to consumer model. Users highly invest their time and emotion on such sites. Revenue is generated through sale of core necessary products and services, voluntary contributions; or revenue through contextual advertising and subscriptions for premium services. For example a blogging site, the basic blog is free but to get more features like customisation tools, your own blog address, privacy protection etc a fee is charged. Types of Community models include:

  • Open Source which is a software developed by programmers from around the world who share code openly. Revenue is generated from related services like ‘systems integration, product support, tutorials and user documentation’ (Rappa, 2010). Example Red Hat
  • Open Content- Content is collaboratively contributed from a global community, who voluntarily work. Example Wikipedia
  • Social Networking services- that connect people who have a defined common interest such as hobby, profession, romance etc. Social networking sites provide opportunities for contextual advertising and a charge for premium services. Example Orkut, Friendster, Facebook.


Duff, V n.d. Internet-Based Business Models Definition, Chron, viewed 30 August 2014,

Rappa, M 2010, Business Models on the Web, Managing the Digital Enterprise, viewed 31st August 2014,

Roberts, M  Zahay, D 2013, Internet Marketing: Integrating Online and Offline Strategies, South Western Cengage Learning, viewed 31st August 2014,