CEBU, Philippines- There is a business strategy that calls for the offering of similar goods and services to different sectors of society. For the lower end of the scale, you offer an item packaged in plain wrapper and the customer pays for it at a reduced price. If it is sold in a box with fancy trimmings, then such item could be sold at a higher price, aimed at the upper customers. Place the item inside a luxurious box and deliver to select customers, charging them the maximum.
This strategy is true in the airline industry; in fact, Singapore Airlines Limited (SIA) applies it. If your travel budget is rather tight and you want to go to South East Asian and Asia Pacific destinations, then you fly Tigerair (SIA owns 56 percent of it). Never mind if you pay for your luggage and buy your food on board as long as the fare is cheap and you travel safe.
On the other end of the scale, if you have the money to fly to longer destinations like 35 countries in six continents and ride in lavish lie-flat seats/beds in First and Business class, eat excellent food or drink expensive wine, fly with Singapore Airlines. It has been listed, excuse me, in the Top Three of the World's 100 Best Airlines for 2014 and 2015.
Somewhere in between is SilkAir for travelers with value-for-money consciousness, whose destinations are merely intra-regional or short-haul and won't mind if the aircraft is smaller, much older or used more frequently. It is listed as number 42 (PAL is number 87) among the Top 100 Airlines.
Such is the brand strategy - same service, moving one person to another location by the same company allowing different pricing for optimal profits.
SilkAir recently held its annual Agents Appreciation Night, to award the people who have helped the airline, at the Marco Polo Plaza. I was witness to how SilkAir, headed by Mr. Gamesh Perumal, entertains guests with wonderful food and drinks, games and prizes.
Appetizers were Terrines, Potato Salad and Jelly Fish Salad, Szechuan Style while French Onion Soup was served with croutons. Main dishes were the Cauliflower with Parsley Butter, Fish Fillet with Shitake Mushroom & Ham, Boneless Chicken Fricassee, Beef Bulgogi, Roast Duck (my favorite), Chinese Roast Pork and Cebu Lechon. Dessert was Apple Pie.
The lechon was packed tight within a box, reminding me of past efforts with a friend to make a box for lechon that removes the steam that escapes from the cooling meat. That extra moisture within the box removes the crispiness from the roasted skin. We - my friend and I - were able to design the perfect container, but only after so many mistakes.
Mr. Gamesh Perumal ordered two lechons that made the guests happy, especially the second one. It was one dinner that went "smooth as silk," indeed. (FREEMAN)