Alright, welcome back to Business Studies Summary! I'm Sophie, and as always, I'm joined by Charles. Today, we're diving into the marketing magic behind Qantas and Commonwealth Bank—two absolute icons in the Aussie business world.Yes, indeed, Sophie. And, you know, building on what we covered in our last episode about the strategic role of marketing, Qantas is a textbook example of how branding and customer loyalty can really set a business apart. Their whole image as Australia’s premier airline—it's not just about flying planes, is it? It's about the experience, the trust, the, well, the sense of national pride, really.Exactly! And I think their loyalty program, Qantas Frequent Flyer, is just brilliant. I mean, it’s not just about racking up points for flights. They’ve partnered with supermarkets, credit cards, even wine clubs. It’s like they’re everywhere, and it keeps people coming back. I remember when I was running my own little startup, I always looked at how Qantas kept their customers so engaged. It’s that idea of making your brand part of someone’s daily life, not just a once-in-a-while thing.Absolutely. And their advertising—very targeted, very emotive. They lean into that “Spirit of Australia” message, which, I think, resonates especially well with both local and international travelers. But, of course, it’s not all smooth flying. Qantas has had to respond to some pretty serious external influences. Economic downturns, the pandemic—those really hit the airline industry hard.Oh, totally. I mean, during COVID, they had to get creative. That 'Fly Well' campaign? It was everywhere. They were showing off all the new safety measures, flexible booking options, and just generally reassuring people. It actually reminded me of when my own business had to pivot during tough times—sometimes you just have to rethink everything and communicate it clearly. Qantas did that so well, don’t you think?I do. And it’s a great example of service innovation under pressure. They introduced things like contactless check-in and flexible pricing, which, frankly, are now expected by customers. It’s a lesson in how external shocks can force a business to adapt—and sometimes, those changes stick around for good.Now, shifting gears a bit, let’s talk about Commonwealth Bank. Their marketing process is fascinating because it’s so data-driven. They’re constantly identifying customer needs through market research—surveys, focus groups, digital analytics, you name it. And then they tailor their digital services accordingly. It’s not just about selling products; it’s about making banking feel personal and accessible.Yeah, and their recent campaigns really show that. The 'Can Lives Here' campaign, for example, is all about building trust and making people feel safe and included. It’s not just a slogan—it’s reflected in their app features, their customer service, even their community programs. I think that’s why people feel like Commonwealth Bank is actually listening to them.That’s a good point. And, actually, I use this example in my lectures: there was a time when Commonwealth Bank’s marketing was a bit, well, stiff. After some customer feedback, they shifted their tone—became more approachable, more focused on everyday needs. It’s a classic case of adapting your message based on what your audience is telling you. And it ties back to what we discussed last episode about the importance of feedback loops in business strategy.I love that. It’s like, you can have all the fancy tech in the world, but if you’re not actually listening to your customers, you’re missing the point. And Commonwealth Bank seems to get that—especially with their push for digital safety and inclusivity. It’s not just about banking anymore, is it? It’s about trust.So, looking at both Qantas and Commonwealth Bank, it’s clear that external influences—like technology, competition, even social expectations—are always shaping their marketing decisions. I mean, Qantas has to keep up with new travel tech and changing customer habits, while Commonwealth Bank is constantly fending off fintech startups and digital disruptors.Right, and let’s not forget social responsibility. Both companies have had to adapt their strategies to address public perception. For Qantas, things like flight delays or service issues can quickly become a reputational crisis. Their response? Transparent communication, compensation offers, and, sometimes, a bit of good old-fashioned Aussie humility in their messaging.And for Commonwealth Bank, digital safety has become a huge focus, especially after those high-profile scam incidents. Their marketing now really emphasizes security and protecting customers. It’s interesting how a crisis can actually push a company to innovate and communicate better, isn’t it?It is. And it shows that marketing isn’t just about selling—it’s about building and maintaining trust, especially when things go wrong. Both Qantas and Commonwealth Bank have had to learn that the hard way, but it’s made their marketing strategies stronger in the long run.Absolutely. Well, that’s all we’ve got time for today. Next time, we’ll dig into more real-world business case studies and see what other lessons we can pull out for your HSC revision. Charles, always a pleasure chatting with you.Likewise, Sophie. Thanks for listening, everyone, and we’ll catch you in the next episode. Take care!

Episodes

Case Studies Qantas and Commonwealth Bank