Improving airline branding in galleys for single aisle aircrafts

Improving airline branding in galleys for single aisle aircrafts

Van den Bremer, M.E.

Van Heur, R.J.H.G. (mentor)
Bakker-Wu, S. (mentor)

Industrial Design Engineering

Industrial Design

Master of Science Integrated Product Design

2010-10-08

Driessen Galleys and Equipment is a leading manufacturer of galleys for the Airbus A320 aircrafts worldwide. They have developed a new modular galley called MaxFlex. Driessen wants to gain market share by offering airlines branding possibilities on the follow up of the MaxFlex, the MaxFlex2. Within this project the design of a modular branding product to fit within the MaxFlex2 portfolio is developed. This contained a search for unique selling points for Driessen, enhancing the added value of the MaxFlex2 for airlines and enhancing the flight experience of passengers. A product is designed with the use of a design model, consisting out of 5 phases: In the first phase an introduction to the company, together with the definition of the project is presented. The second phase is the Analysis, where market research is done on Driessen and galleys to define a strategy and the most important stakeholders. The Analysis phase also contains research on the most important stakeholders; airlines and passengers. The Analysis phase ends with a list of requirements and wishes. The third phase, the Synthesis, contains the idea generation. Three concepts out of 14 proposals are chosen through a selection of feasibility aspects and added value. Finally one concept is selected called Servicedesk. The fourth phase, the Embodiment, contains the complete detailing of the Servicedesk, transforming it into a product. In the last phase, the Validation phase, the Servicedesk is evaluated by several airlines and tested on the list of requirements. The phase ends with recommendations for the future development of the Servicedesk and of branding products for galleys in general. The Servicedesk is a new, innovative product that gives airlines the possibility to communicate their values to their passengers. It creates a good (first) impression since the Servicedesk would be the first thing customers see when they enter the aircraft, leaving a memorable touch. The Servicedesk can be placed inside Driessens new modular MaxFlex galleys, taking the place of one trolley. It can be installed in the front or rear of the aircraft. The front of the Servicedesk provides an area for branding. The image can be altered when desired and it even can be combined with an image on the side panel of the galley. The Servicedesk can therefore create a personal connection between airline and passenger. Additionally, the Servicedesk can be used to hand out folders or newspapers, provide the passengers with information, or sell products (tax free or food and beverages) during flight. It can also be used to display products, store of folders or miscellaneous or as extra work deck space.

Galley
Branding
Aircrafts

http://resolver.tudelft.nl/uuid:271d82e7-e363-4e5e-8845-35c9f9bb7bbc

Campus only

Student theses

master thesis

(c) 2010 Van den Bremer, M.E.