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Brand tracker 2012_aug_france

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  • 1. easyJet Brand Tracking France August 2012
  • 2. 2 Contents Performance Overview Overall market: awareness and consideration Advertising: recall, recognition & message takeout Purchase drivers & consideration factors Brand preference & image ratings Brand engagement and associations Appendix: market specific
  • 3. 3 Methodology - Fieldwork The August 2012 fieldwork was conducted using the same question areas as the pre/ post campaign fieldwork done in October/ December 2011. These areas include;  Brand awareness  Brand visibility  Brand preference and image ratings  Brand engagement • Fieldwork Period; 23rd – 31st August 2012 • Markets • Lyon • Paris CDG • Paris ORY • Nice (please note this market was not included for the pre/post surveys done in October and December 2011) • Toulouse(please note this market was not included for the pre/post surveys done in October and December 2011) • Interviews achieved; 1253 (250 per market)
  • 4. 4 Methodology – Advert shown Lyon Nice Paris CDG/ Paris ORY Toulouse
  • 5. 5 Overall summary • Overall results are in line with the ‘post’ campaign (December 2012) for brand awareness, consideration and ad recall. Results are fairly consistent across all markets; slightly higher overall awareness for Nice and Toulouse. • Compared to October 2011 (‘pre’) results are up for awareness, consideration and preference for easyJet. • Correct attribution (to easyJet) of the adverts shown has increased since the new campaign launch; increased familiarity with easyJet news branding. • easyJet’s brand position in comparison to competitors is similar to previous waves (Air France dominant) but easyJet is clearly stronger than Ryanair and Vueling for all areas. • Functional and emotional affinity to the brand have continued to improve since October 2011. • Dominant purchase drivers (for any airline) continue to be destination and flight times. • Three adjectives to describe easyJet; the most frequently mentioned words are ‘abordable’, ‘jeune’ and ‘simple’.
  • 6. 6 Performance Overview: brand stairway, brand pyramid and time series
  • 7. 7 2006* 2007* 2008* 2009* 2010 2011 (Oct) 2012 +/- 1st mentions 5% (2nd) 4% (2nd) 5% (2nd) 4% (2nd) 6% (2nd) 4% (2nd) 6% (2nd) +2 All spontaneous 24% (2nd) 27% (2nd) 33% (2nd) 32% (2nd) 32% (2nd) 28% (2nd) 33% (2nd) +5 Total awareness 83% (3rd) 88% (3rd) 92% (2nd) 92% (3rd) 93% (2nd) 88% (2nd) 92% (2nd) +4 Consider at all - leisure 40% (2nd) 37% (2nd) 39% (2nd) 35% (2nd) 40% (2nd) 36% (2nd) 42% (2nd) +6 Prefer - leisure 7% (2nd) 7% (2nd) 6% (2nd) 6% (2nd) 7% (2nd) 7% (2nd) 9% (2nd) +2 Consider at all - business 23% (3rd) 16% (3rd) 15% (3rd) 14% (3rd) 20% (3rd) 19% (3rd) 22% (3rd) +3 Prefer - business 5% (3rd) 4% (3rd) 3% (3rd) 4% (3rd) 6% (3rd) 7% (2nd) 4% (3rd) -3 Ever flown - leisure 21% (2nd) 22% (2nd) 26% (2nd) 24% (2nd) 30% (2nd) 26% (2nd) 32% (2nd) +6 Flown in the last 12 months - leisure 12% (2nd) 14% (4th) 17% (2nd) 16% (2nd) 19% (2nd) 17% (2nd) 21% (2nd) +4 Ever flown - business 15% (3rd) 14% (4th) 14% (3rd) 15% (3rd) 21% (3rd) 15% (2nd) 22% (3rd) +7 Flown in the last 12 months - business 9% (2nd) 8% (3rd) 8% (2nd) 8% (3rd) 13% (2nd) 8% (2nd) 11% (3rd) +3 Functional affinity N/A N/A 20% (2nd) 19% (2nd) 22% (2nd) 21% (2nd) 27% (2nd) +6 Emotional Affinity N/A N/A 9% (2nd) 8% (2nd) 11% (2nd) 8% (2nd) 13% (2nd) +5 Care 5.42 (3rd) 5.38 (3rd) 5.43 (3rd) 5.44 (3rd) 5.44 (4th) 5.46 (3rd) 5.53 (3rd) +0.07 Low cost 7.02 (1st) 7.13 (1st) 6.92 (1st) 6.82 (1st) 6.89 (1st) 6.75 (1st) 6.75 (1st) 0 Convenience 6.06 (2nd) 6.05 (2nd) 6.02 (2nd) 5.96 (3rd) 6.02 (2nd) 6.02 (3rd) 6.13 (3rd) +0.11 Say good things 38% (3rd) 40% (3rd) 39% (2nd) 36% (2nd) 38% (3rd) 32% (3rd) 37% (3rd) +5 Say bad things 18% (3rd) 17% (4th) 14% (4th) 13% (4th) 16% (4th) 22% (4th) 24% (4th) +2 Spontaneous 11% (2nd) 11% (2nd) 13% (2nd) 10% (2nd) 12% (2nd) 5% (1st) 8% (3rd) +3 Total awareness 33% (2nd) 30% (2nd) 33% (2nd) 28% (2nd) 33% (2nd) 19% (1st) 24% (2nd) +5 easyJet Overview - France All ranking is based on 5 main competitors for that wave/ Green = better than Ryanair/ Red = worse than Ryanair * Main competitor bmibaby instead of Vueling Awareness Consideration Usage Brand Affinity Three Pillars Word of mouth Advertising awareness
  • 8. 8 Brand Stairways Definition ‘Yes’ to at least 3 of the emotional statements (emotional affinity) Consideration Awareness Score of 6+ for at least 10 ‘knowledge’ statements (functional affinity) Brand Consideration Prompted + Spontaneous Awareness 60% 20% 80% 40% 25% loss 33% loss 50% loss Stairways show conversion from Awareness to Emotional Affinity with brand and losses between each level: Knowledge statements: • Works hard to ensure safety • Having a young and fresh image • Offering good value for money • Flying from locations convenient for me • Having polite and courteous staff • Offering low fares • Easy to use online booking system • Running flights on time • Being market leaders • Ease of check-in • Strives to be environmentally friendly • Ease of boarding • Onboard seat comfort • Cares about it’s customers Emotional statements: • I really care about this airline • I feel very loyal to this airline • Is a brand for me • Is a brand I trust • Applies to none of the airlines • This airline suits my lifestyle • This airline is not my sort of airline
  • 9. 9 10% 2% 32% 5% 69% loss 50% loss 60% loss Vueling 42% 13% 92% 27% 54% loss 36% loss 52% loss easyJet 77% 45% 99% 58% 22% loss 25% loss 22% loss Air France 34% 10% 88% 23% 57% loss British Airways Awareness Consideration Functional affinity Emotional affinity 26% 6% 85% 16% 63% loss Ryanair Brand Stairway – Key competitors/ France Performance Overview 69% loss 38% loss 61% loss 32% loss
  • 10. 10 Performance Overview Brand Stairway – easyJet by Market Awareness Consideration Functional affinity Emotional affinity 53% 14% 96% 32% 45% loss 40% loss 56% loss Toulouse 53% 17% 93% 35% 43% loss 34% loss 51% loss Lyon 53% 16% 96% 35% 45% loss 34% loss 54% loss Nice 45% 13% 94% 28% 54% loss Paris ORY 44% 13% 95% 28% 54% loss Paris CDG 54% loss 36% loss 52% loss 38% loss
  • 11. 11 Customer in last 12 months 21 51 6 11 3 % loss 34 26 63 45 40 Customer 32 69 16 20 5 % loss 24 10 53 23 50 Consideration 42 77 34 26 10 % loss 54 22 61 69 69 Awareness 92 99 88 85 32 easyJet Air France British Airways Ryanair Vueling * France as defined by these specific markets Summary of awareness / consideration / usage – Overall Performance Overview
  • 12. 12 easyJet Over time: Awareness, Consideration & Usage - France 12Base: All 87 83 88 88 93 92 94 92 91 93 88 88 91 92 43 40 34 37 42 39 51 35 45 40 38 36 37 42 19 21 22 22 26 26 31 24 34 30 33 26 32 32 10 12 14 14 18 17 21 16 22 19 22 17 21 21 Apr-06 Oct-06 Apr-07 Oct-07 Apr-08 Oct-08 Apr-09 Oct-09 Apr-10 Oct-10 Jun-11 Oct-11 Dec-11 Aug-12 % Awareness Consideration Customer Customer in the last 12 months Performance Overview
  • 13. 13 easyJet over time: Brand Affinity - France 20 29 19 25 22 22 21 23 27 9 15 8 14 11 10 8 10 13 Oct-08 Apr-09 Oct-09 Apr-10 Oct-10 Jun-11 Oct-11 Dec-12 Aug-12 % Functional affinity Emotional Affinity Performance Overview Base: All
  • 14. 14 easyJet over time: Three Pillars - France 5.28 5.42 5.15 5.38 5.29 5.43 5.54 5.44 5.57 5.44 5.55 5.46 5.44 5.53 7.17 7.02 7.06 7.13 6.9 6.92 6.92 6.82 6.91 6.89 6.83 6.75 6.72 6.75 5.95 6.06 5.93 6.05 6.05 6.02 6.21 5.96 6.17 6.02 6.05 6.02 6.04 6.13 Apr-06 Oct-06 Apr-07 Oct-07 Apr-08 Oct-08 Apr-09 Oct-09 Apr-10 Oct-10 Jun-11 Oct-11 Dec-11 Aug-12 Care Low cost Convenience Performance Overview Base: All
  • 15. 15 Overall Market: awareness and consideration
  • 16. 16 Brand Awareness – All airlines 4 6 6 79 77 76 2 2 3 24 25 27 12 14 14 15 16 20 60 60 59 8 8 9 65 64 63 Pre Oct-11 Post Dec-11 Aug-12 Pre Oct-11 Post Dec-11 Aug-12 Pre Oct-11 Post Dec-11 Aug-12 % Prompted Spontaneous - other mention Spontaneous - 1st mention easyJet Air France Ryanair Base: All respondents: 750 / 750 / 1253 / Please note NCE and TLS included in the sample for August 2012 Awareness relatively consistent for all airlines. Slight increase in spontaneous for both easyJet and Ryanair compared to December Brand Awareness and Consideration
  • 17. 17 -11 -13 -11 -16 -14 -14 -14 -12 -14 7 5 9 56 55 53 2 6 3 29 32 33 26 24 24 23 23 23 Consider using Prefer using Least like to use Leisure brand consideration/ preference Base: All aware airlines/ Please note NCE and TLS included in sample for August 2012 % easyJet Air France Ryanair Preference for easyJet increased, and now notably higher than easyJet. Brand Awareness and Consideration Pre Oct-11 Post Dec-11 Aug-12 Pre Oct-11 Post Dec-11 Aug-12 Pre Oct-11 Post Dec-11 Aug-12
  • 18. 18 Advertising: recall, recognition and message take out
  • 19. 19 Ad Recall 5 7 8 46 37 23 2 3 3 13 15 16 13 13 11 9 9 9 Pre Oct-11 Post Dec-11 Aug-12 Pre Oct-11 Post Dec-11 Aug-12 Pre Oct-11 Post Dec-11 Aug-12 % Prompted Spontaneous easyJet Air France Ryanair Base: All respondents: 750 / 750 / 1253 Spontaneous and prompted ad recall slightly up for easyJet again. Ad recall continues to decline for Air France Advertising recall and recognition
  • 20. 20 Source of Ad Recall - easyJet 40 34 38 9 9 6 35 26 27 24 29 30 12 20 16 46 41 40 6 16 11 23 24 13 3 12 7 8 16 25 21 Pre Oct-11 Post Dec-11 Aug-12 % Airport Direct mail Email Magazine Newspaper Online/websites Posters roadside Posters underground/railway Other railway advertising Radio TV Base: All recall advertising for easyJet Relatively similar pattern to December 2011 – the majority of ad recall is from the airport or online. Magazine and TV recall remain higher than October 2011. Advertising recall and recognition
  • 21. 21 16 10 13 17 15 15 15 15 6 10 11 11 11 8 10 8 13 11 12 Pre Oct-11 Post Dec-11 Aug-12 Lyon Nice Paris CDG Paris ORY Toulouse Recognise as easyJet Recognise but not as easyJet Claim seen others in same style Ad Recognition – branded / unbranded Base: All respondents: 750/ 750/ 1253 Base: Lyon 453/ Nice 307/ Paris CDG 900/ Paris ORY 823/ Toulouse 373 Recognition level slightly improved again; and correct attribution to easyJet has improved as familiarity increases. Advertising recall and recognition
  • 22. 22 Message Take-out (looking at branded advertising) 0 20 40 60 80 easyJet is different to others Left me with a good feeling about easyJet Told me something new about easyJet Fits with my image of easyJet Made me more interested in using easyJet Pre Post (any execution) Aug-12 Base: All recognise and correctly attribute any easyJet advertising: 123: 75; 164 % Agreeing (Strongly/Slightly) Message takeout amongst those who correctly attribute the advertising to easyJet – increasingly saying told them something new and ‘left me with a good feeling’ Advertising Impact Message Take-out (looking at branded advertising)
  • 23. 23 Message Take-out (looking at branded advertising) 0 20 40 60 80 Enjoyed watching/looking at the ad I did not find the ad interesting Tired of seeing this ad It looks like typical airline advertising Didn't understand what the ad was trying to say Pre Post (any execution) Aug-12 % Agreeing (Strongly/Slightly) Base: All recognise and correctly attribute any easyJet advertising / 123; 75; 164 More enjoyed looking at the ad, however more feel it looks like typical airline advertising compared to October 2011. Advertising Impact
  • 24. 24 Message Take-out (looking at branded advertising) 0 20 40 60 80 100 easyJet cares about me easyJet connects me to people and places I want to see easyJet understands why I want to travel With easyJet, I can enjoy great experiences in Europe Pre Post (any execution) Aug-12 % Agreeing (Strongly/Slightly) Base: All recognise and correctly attribute any easyJet advertising / 123 : 75: 164 Advertising Impact
  • 25. 25 Campaign response – Action claimed Those who did nothing continues to decline. Slight increase in those going to the easyJet website and those who talked about taking a flight with easyJet with friends/ colleagues. Advertising Impact 11% 12% 15% 8% 31% 45% 12% 11% 17% 13% 31% 43% 14% 13% 12% 16% 33% 41% I talked about the advertising with others I searched for more information on internet blogs or consumer review sites I looked for more information by using a search engine such as Google I talked about taking a flight with easyJet with friends or colleagues I went to the easyJet website I didn't do anything Aug-12 Post Dec-11 Pre Oct-11 Base: All recognise and correctly attribute any easyJet advertising / 123 : 75: 164
  • 26. 26 Call to action Overall, to what extent are you more likely to purchase from easyJet having seen this advertising? 3 1 2 1 7 1 39 31 34 37 39 41 20 23 23 Pre Oct-11 Post Dec-11 Aug-12 % Much more likely A little more likely Neither/nor A little less likely Much less likely Those likely to purchase continues to remain higher since the launch of the new campaign. Advertising Impact Base: All recognise and correctly attribute any easyJet advertising / 123 : 75: 164
  • 27. 27 From this… …to this Most common words used in descriptions of main message Advertising Impact …to this
  • 28. 28 Three adjectives to describe easyJet Advertising Impact Base: All August 2012
  • 29. 29 Purchase Drivers & Consideration Factors
  • 30. 30 Purchase Drivers – Main reason (for last flight) 2% 13% 1% 2% 2% 2% 3% 3% 3% 4% 5% 5% 6% 6% 6% 8% 12% 17% Don’t know Wasn’t responsible for choice of airline Seating allocation Baggage allowance Ease of boarding A personal recommendation Friendly/ helpful staff On-board seat comfort Loyalty programme Ease of check-in Being a national carrier Punctuality/ OTP Airlines safety record Quality of in-flight service Having an online booking system Previous experience of airline Fly to destinations I wanted Having convenient flight times % Base: All Convenience of flight times and location continue to be the dominant purchase drivers. OTP and being a national carrier (added this wave) both most important for 5% of respondents. Advertising recall and recognition
  • 31. 31 Purchase Drivers – All other reasons (for last flight) Base: All Looking at all other reasons mentioned; destination and time of flights still dominate. Quality is also important for a quarter of respondents. Personal recommendation (added this wave) is seen as relatively unimportant. Advertising recall and recognition 3% 5% 8% 10% 10% 14% 16% 16% 17% 19% 23% 23% 24% 25% 26% 27% 28% None of these A personal recommendation Loyalty programme Seating allocation Being a national carrier Baggage allowance Ease of boarding On-board seat comfort Punctuality/ OTP Friendly/ helpful staff Ease of check-in Airlines safety record Previous experience of airline Having an online booking system Quality of in-flight service Having convenient flight times Fly to destinations I wanted %
  • 32. 32 Consideration factors – easyJet specific Base: All who consider; 529 Motivation to consider easyJet is dominated by price, followed by flight schedule/ convenience. Again personal recommendation is seen as a relatively low consideration factor in comparison to others. Advertising recall and recognition 2% 12% 12% 17% 22% 23% 26% 27% 30% 49% 85% Other Personal recommendation Loyalty programme On-board seat comfort Friendly/ helpful staff Quality of inflight service Airlines safety record/ reputation Previous experience of airline Punctuality/ OTP Flight schedule/ convenient flight times Price %
  • 33. 33 Brand Preference & Image Ratings: Image Ratings Rating of airlines for care, in-flight and corporate issues - Please rate, where 10 means excellent and 1 means very poor
  • 34. 34 The following charts illustrate how respondents rate each airline and consequently where easyJet stands out from its competitors by the ‘shape’ of each airline. Overall take-outs: some variation by market but on the whole … Care Flight Specific Corporate Three pillars… Overview – France In comparison to Air France and BA easyJet has a relatively low score for all these measures but tends to be better both than Ryanair and Vueling. Air France is rated best for all measures. easyJet relatively strong for easy to use online booking and flies from convenient locations for me. easyJet ahead of Ryanair for boarding, check-in and punctuality. easyJet still strongest for good value and low cost. Air France now dominant in all markets for being market leaders and environmentally friendly, easyJet still behind BA but moving away from Ryanair for being market leaders easyJet still low for Care perceptions, remains ahead of Ryanair and similar to Vueling. Still strongest for low cost image and, although Air France dominates, is relatively strong for convenience (tend to be just behind BA). Brand Preference & Image Ratings
  • 35. 35 Cares about me as a customer Polite and courteous staff Onboard seat comfort Works hard to ensure safety Flies to the destinations I want Comprehensive European network 4 6 8 easyJet Air France British Airways Ryanair Vueling Brand Preference & Image Ratings Image rating/ care – Lyon by airlines Base: August ’12/ All Lyon aware of advertising for airline – easyJet (418), Air France (443), British Airways (411), Ryanair (390), Vueling (146). Mean score
  • 36. 36 Ease of boarding Ease of check-in Easy to use online bookingRuns flights on time Flies from convenient locations for me 4 6 8 easyJet Air France British Airways Ryanair Vueling Brand Preference & Image Ratings Image rating/ flight specific – Lyon by airlines Mean score Base: August ’12/ All Lyon aware of advertising for airline – easyJet (418), Air France (443), British Airways (411), Ryanair (390), Vueling (146).
  • 37. 37 Is a market leader Strives to be environmentally friendly Young and fresh imageLow fares Good value for money 4 6 8 easyJet Air France British Airways Ryanair Vueling Brand Preference & Image Ratings Image rating/ corporate – Lyon by airlines Mean score Base: August ’12/ All Lyon aware of advertising for airline – easyJet (418), Air France (443), British Airways (411), Ryanair (390), Vueling (146).
  • 38. 38 Low cost Care Convenience 4 6 8 easyJet Air France British Airways Ryanair Vueling Brand Preference & Image Ratings Brand rating/ Three Pillars – Lyon by airlines Mean score Base: August ’12/ All Lyon aware of advertising for airline – easyJet (418), Air France (443), British Airways (411), Ryanair (390), Vueling (146).
  • 39. 39 Cares about me as a customer Polite and courteous staff Onboard seat comfort Works hard to ensure safety Flies to the destinations I want Comprehensive European network 4 6 8 easyJet Air France British Airways Ryanair Vueling Brand Preference & Image Ratings Image rating/ care – Nice by airlines Base: August ’12/ All Nice aware of advertising for airline – easyJet (296), Air France (303), British Airways (287) Ryanair (269), Vueling (118) Mean score
  • 40. 40 Ease of boarding Ease of check-in Easy to use online bookingRuns flights on time Flies from convenient locations for me 4 6 8 easyJet Air France British Airways Ryanair Vueling Brand Preference & Image Ratings Image rating/ flight specific – Nice by airlines Mean score Base: August ’12/ All Nice aware of advertising for airline – easyJet (296), Air France (303), British Airways (287) Ryanair (269), Vueling (118)
  • 41. 41 Is a market leader Strives to be environmentally friendly Young and fresh imageLow fares Good value for money 4 6 8 easyJet Air France British Airways Ryanair Vueling Brand Preference & Image Ratings Image rating/ corporate – Nice by airlines Mean score Base: August ’12/ All Nice aware of advertising for airline – easyJet (296), Air France (303), British Airways (287) Ryanair (269), Vueling (118)
  • 42. 42 Low cost CareConvenience 4 6 8 easyJet Air France British Airways Ryanair Vueling Brand Preference & Image Ratings Brand rating/ Three Pillars – Nice by airlines Mean score Base: August ’12/ All Nice aware of advertising for airline – easyJet (296), Air France (303), British Airways (287) Ryanair (269), Vueling (118)
  • 43. 43 Cares about me as a customer Polite and courteous staff Onboard seat comfort Works hard to ensure safety Flies to the destinations I want Comprehensive European network 4 6 8 easyJet Air France British Airways Ryanair Vueling Brand Preference & Image Ratings Image rating/ care – Paris CDG by airlines Base: August ’12/ All Paris CDG aware of advertising for airline – easyJet (851), Air France (881), British Airways (823) Ryanair (808), Vueling (342) Mean score
  • 44. 44 Ease of boarding Ease of check-in Easy to use online bookingRuns flights on time Flies from convenient locations for me 4 6 8 easyJet Air France British Airways Ryanair Vueling Brand Preference & Image Ratings Image rating/ flight specific – Paris CDG by airlines Mean score Base: August ’12/ All Paris CDG aware of advertising for airline – easyJet (851), Air France (881), British Airways (823) Ryanair (808), Vueling (342)
  • 45. 45 Is a market leader Strives to be environmentally friendly Young and fresh imageLow fares Good value for money 4 6 8 easyJet Air France British Airways Ryanair Vueling Brand Preference & Image Ratings Image rating/ corporate – Paris CDG by airlines Mean score Base: August ’12/ All Paris CDG aware of advertising for airline – easyJet (851), Air France (881), British Airways (823) Ryanair (808), Vueling (342)
  • 46. 46 Low cost Care Convenience 4 6 8 easyJet Air France British Airways Ryanair Vueling Brand Preference & Image Ratings Brand rating/ Three Pillars – Paris CDG by airlines Mean score Base: August ’12/ All Paris CDG aware of advertising for airline – easyJet (851), Air France (881), British Airways (823) Ryanair (808), Vueling (342)
  • 47. 47 Cares about me as a customer Polite and courteous staff Onboard seat comfort Works hard to ensure safety Flies to the destinations I want Comprehensive European network 4 6 8 easyJet Air France British Airways Ryanair Vueling Brand Preference & Image Ratings Image rating/ care – Paris ORY by airlines Base: August ’12/ All Paris ORY aware of advertising for airline – easyJet (770), Air France (806), British Airways (753) Ryanair (724), Vueling (315) Mean score
  • 48. 48 Ease of boarding Ease of check-in Easy to use online bookingRuns flights on time Flies from convenient locations for me 4 6 8 easyJet Air France British Airways Ryanair Vueling Brand Preference & Image Ratings Image rating/ flight specific – Paris ORY by airlines Mean score Base: August ’12/ All Paris ORY aware of advertising for airline – easyJet (770), Air France (806), British Airways (753) Ryanair (724), Vueling (315)
  • 49. 49 Is a market leader Strives to be environmentally friendly Young and fresh image Low fares Good value for money 4 6 8 easyJet Air France British Airways Ryanair Vueling Brand Preference & Image Ratings Image rating/ corporate – Paris ORY by airlines Mean score Base: August ’12/ All Paris ORY aware of advertising for airline – easyJet (770), Air France (806), British Airways (753) Ryanair (724), Vueling (315)
  • 50. 50 Low cost Care Convenience 4 6 8 easyJet Air France British Airways Ryanair Vueling Brand Preference & Image Ratings Brand rating/ Three Pillars – Paris ORY by airlines Mean score Base: August ’12/ All Paris ORY aware of advertising for airline – easyJet (770), Air France (806), British Airways (753) Ryanair (724), Vueling (315)
  • 51. 51 Cares about me as a customer Polite and courteous staff Onboard seat comfort Works hard to ensure safety Flies to the destinations I want Comprehensive European network 4 6 8 easyJet Air France British Airways Ryanair Vueling Brand Preference & Image Ratings Image rating/ care – Toulouse by airlines Base: August ’12/ All Toulouse aware of advertising for airline – easyJet (355), Air France (370), British Airways (339) Ryanair (326), Vueling (154) Mean score
  • 52. 52 Ease of boarding Ease of check-in Easy to use online booking Runs flights on time Flies from convenient locations for me 4 6 8 easyJet Air France British Airways Ryanair Vueling Brand Preference & Image Ratings Image rating/ flight specific – Toulouse by airlines Mean score Base: August ’12/ All Toulouse aware of advertising for airline – easyJet (355), Air France (370), British Airways (339) Ryanair (326), Vueling (154)
  • 53. 53 Is a market leader Strives to be environmentally friendly Young and fresh image Low fares Good value for money 4 6 8 easyJet Air France British Airways Ryanair Vueling Brand Preference & Image Ratings Image rating/ corporate – Toulouse by airlines Mean score Base: August ’12/ All Toulouse aware of advertising for airline – easyJet (355), Air France (370), British Airways (339) Ryanair (326), Vueling (154)
  • 54. 54 Low cost CareConvenience 4 6 8 easyJet Air France British Airways Ryanair Vueling Brand Preference & Image Ratings Brand rating/ Three Pillars – Toulouse by airlines Mean score Base: August ’12/ All Toulouse aware of advertising for airline – easyJet (355), Air France (370), British Airways (339) Ryanair (326), Vueling (154)
  • 55. 55 Brand Engagement & Associations: Emotional Engagement Level of emotive engagement and associated attributes – Please indicate which statement applies to each airline
  • 56. 56 Although Air France dominates, easyJet is now always 2nd for ‘Suits my lifestyle’ and ‘Loyalty’ Stronger than low cost rivals for Trust and ‘I really care about…’ Highest (after Ryanair) for ‘not my sort of airline’. Suits my lifestyle A brand I trust A brand for me I feel very loyal towards this airline I really care about this airline The following charts illustrate how respondents engage with each airline. They show where easyJet stands out from its competitors by the ‘shape’ of each airline. This varies by market but the positives and negatives for easyJet are generally as follows… Brand Engagement and Associations Negatives… Positives…
  • 57. 57 Is a brand I trust Is a brand for me I feel very loyal to this airline I really care about this airline This airline suits my lifetsyle This airline is not my sort of airline 0 20 40 60 80 100 easyJet Air France British Airways Ryanair Vueling 57 % Brand Engagement and Associations Emotional engagement – Lyon by airlines Base: August ’12/ All Lyon aware of advertising for airline – easyJet (418), Air France (443), British Airways (411), Ryanair (390), Vueling (146).
  • 58. 58 Is a brand I trust Is a brand for me I feel very loyal to this airline I really care about this airline This airline suits my lifetsyle This airline is not my sort of airline 0 20 40 60 80 100 easyJet Air France British Airways Ryanair Vueling 58 % Brand Engagement and Associations Emotional engagement – Nice by airlines Base: August ’12/ All Nice aware of advertising for airline – easyJet (296), Air France (303), British Airways (287) Ryanair (269), Vueling (118)
  • 59. 59 Is a brand I trust Is a brand for me I feel very loyal to this airline I really care about this airline This airline suits my lifetsyle This airline is not my sort of airline 0 20 40 60 80 100 easyJet Air France British Airways Ryanair Vueling 59 % Brand Engagement and Associations Emotional engagement – Paris CDG by airlines Base: August ’12/ All Paris CDG aware of advertising for airline – easyJet (851), Air France (881), British Airways (823) Ryanair (808), Vueling (342)
  • 60. 60 Is a brand I trust Is a brand for me I feel very loyal to this airline I really care about this airline This airline suits my lifetsyle This airline is not my sort of airline 0 20 40 60 80 100 easyJet Air France British Airways Ryanair Vueling 60 % Brand Engagement and Associations Emotional engagement – Paris ORY by airlines Base: August ’12/ All Paris ORY aware of advertising for airline – easyJet (770), Air France (806), British Airways (753) Ryanair (724), Vueling (315)
  • 61. 61 Is a brand I trust Is a brand for me I feel very loyal to this airline I really care about this airline This airline suits my lifetsyle This airline is not my sort of airline 0 20 40 60 80 100 easyJet Air France British Airways Ryanair Vueing 61 % Brand Engagement and Associations Emotional engagement –Toulouse by airlines Base: August ’12/ All Toulouse aware of advertising for airline – easyJet (355), Air France (370), British Airways (339) Ryanair (326), Vueling (154)
  • 62. 62 Brand Engagement & Associations: Associated Attributes Please indicate which statement applies to each airline
  • 63. 63 Remain dominant for Innovative, Young and Approachable Knowledgeable - although lower than national carriers, higher than low cost rivals Always 2nd highest for Dishonest in Paris (but still behind Ryanair) Innovative Young Approachable Friendly Old Fashioned Dishonest Caring Brand Engagement and Associations Negatives… Positives… The following charts illustrate which of the below are associated with different airlines. They show where easyJet stands out from its competitors by the ‘shape’ of each airline. This varies by market but the positives and negatives for easyJet are generally as follows… Knowledge
  • 64. 6464 Old fashioned Innovative Young Approachable Caring Dishonest Friendly Knowledgeable 0 20 40 60 80 100 easyJet Air France British Airways Ryanair Vueling % Brand Engagement and Associations Associated attributes – Airlines by Lyon Base: August ’12/ All Lyon aware of advertising for airline – easyJet (418), Air France (443), British Airways (411), Ryanair (390), Vueling (146).
  • 65. 6565 Old fashioned Innovative Young Approachable Caring Dishonest Friendly Knowledgeable 0 20 40 60 80 100 easyJet Air France British Airways Ryanair Vueling % Brand Engagement and Associations Associated attributes – Airlines by Nice Base: August ’12/ All Nice aware of advertising for airline – easyJet (296), Air France (303), British Airways (287) Ryanair (269), Vueling (118)
  • 66. 6666 Old fashioned Innovative Young Approachable Caring Dishonest Friendly Knowledgeable 0 20 40 60 80 100 easyJet Air France British Airways Ryanair Vueling % Brand Engagement and Associations Associated attributes – Airlines by Paris CDG Base: August ’12/ All Paris CDG aware of advertising for airline – easyJet (851), Air France (881), British Airways (823) Ryanair (808), Vueling (342)
  • 67. 6767 Old fashioned Innovative Young Approachable Caring Dishonest Friendly Knowledgeable 0 20 40 60 80 100 easyJet Air France British Airways Ryanair Vueling % Brand Engagement and Associations Associated attributes – Airlines by Paris ORY Base: August ’12/ All Paris ORY aware of advertising for airline – easyJet (770), Air France (806), British Airways (753) Ryanair (724), Vueling (315)
  • 68. 6868 Old fashioned Innovative Young Approachable Caring Dishonest Friendly Knowledgeable 0 20 40 60 80 100 easyJet Air France British Airways Ryanair Vueling % Brand Engagement and Associations Associated attributes – Airlines by Toulouse Base: August ’12/ All Toulouse aware of advertising for airline – easyJet (355), Air France (370), British Airways (339) Ryanair (326), Vueling (154)
  • 69. 69 Appendix: market specific results
  • 70. 70 Customer in last 12 months 28 51 7 11 2 % loss 30 25 63 45 60 Customer 40 68 19 20 5 % loss 25 13 55 33 50 Consideration 53 78 42 30 10 % loss 43 21 54 66 69 Awareness 93 99 91 87 32 easyJet Air France British Airways Ryanair Vueling Performance Overview Summary of awareness / consideration / usage – Lyon
  • 71. 71 Customer in last 12 months 26 60 10 13 4 % loss 35 20 57 46 33 Customer 40 75 23 24 6 % loss 25 7 52 29 50 Consideration 53 81 48 34 12 % loss 45 18 48 62 68 Awareness 96 99 93 89 38 easyJet Air France British Airways Ryanair Vueling Performance Overview Summary of awareness / consideration / usage – Nice
  • 72. 72 Customer in last 12 months 21 52 6 13 3 % loss 36 27 67 41 50 Customer 33 71 18 22 6 % loss 25 10 54 27 50 Consideration 44 79 39 30 12 % loss 54 21 58 67 68 Awareness 95 100 92 91 38 easyJet Air France British Airways Ryanair Vueling Performance Overview Summary of awareness / consideration / usage –Paris CDG
  • 73. 73 Customer in last 12 months 21 53 6 12 4 % loss 36 25 67 45 43 Customer 33 71 18 22 7 % loss 27 10 54 27 46 Consideration 45 79 39 30 13 % loss 52 20 58 66 66 Awareness 94 99 92 89 38 easyJet Air France British Airways Ryanair Vueling Performance Overview Summary of awareness / consideration / usage –Paris ORY
  • 74. 74 Customer in last 12 months 24 56 8 14 2 % loss 38 21 58 39 60 Customer 39 71 19 23 5 % loss 26 13 54 32 64 Consideration 53 82 41 34 14 % loss 45 18 55 62 67 Awareness 96 100 91 89 42 easyJet Air France British Airways Ryanair Vueling Performance Overview Summary of awareness / consideration / usage –Toulouse
  • 75. 75 4 6 6 7 9 8 4 4 5 4 4 4 24 25 27 31 30 29 24 27 26 26 28 27 60 60 59 60 54 57 62 61 65 61 61 63 Oct '11 Dec '11 Aug '12 Oct '11 Dec '11 Aug '12 Oct '11 Dec '11 Aug '12 Oct '11 Dec '11 Aug '12 % Prompted Spontaneous - other mention Spontaneous - 1st mention 75 Base: All Paris CDG Paris ORY Brand Awareness – easyJet by market by wave Brand Visibility LyonTotal France
  • 76. 76 4 6 6 4 6 24 25 27 31 31 60 60 59 62 59 Oct '11 Dec '11 Aug '12 Aug '12 Aug '12 % Prompted Spontaneous - other mention Spontaneous - 1st mention 76 Base: All Nice Toulouse Brand Awareness – easyJet by market by wave Brand Visibility Total France
  • 77. 77 5 7 8 9 8 9 5 8 8 5 8 7 13 15 16 17 17 16 14 15 17 14 14 18 Oct '11 Dec '11 Aug '12 Oct '11 Dec '11 Aug '12 Oct '11 Dec '11 Aug '12 Oct '11 Dec '11 Aug '12 % Prompted Spontaneous 77 Paris CDG Paris ORY Base: All Brand Visibility Advertising Awareness – easyJet by market by wave LyonAll France
  • 78. 78 5 7 8 7 9 13 15 16 18 15 Oct '11 Dec '11 Aug '12 Aug '12 Aug '12 % Prompted Spontaneous 78 Toulouse Base: All Brand Visibility Advertising Awareness – easyJet by market by wave NiceAll France
  • 79. 79 -11 -13 -11 -12 -10 -9 -11 -12 -11 -12 -12 -11 7 5 9 8 7 11 6 5 8 6 5 8 29 32 33 37 42 42 31 32 37 31 34 38 Oct '11 Dec '11 Aug '12 Oct '11 Dec '11 Aug '12 Oct '11 Dec '11 Aug '12 Oct '11 Dec '11 Aug '12 % Consider using Prefer using Least like to use 79 Paris ORYParis CDG Brand Preference & Image Ratings Leisure brand consideration/ preference – easyJet (1) Base: All aware airlines LyonAll France
  • 80. 80 -11 -13 -11 -12 -8 7 5 9 10 9 29 32 33 43 43 Oct '11 Dec '11 Aug '12 Aug '12 Aug '12 % Consider using Prefer using Least like to use 80 Toulouse Brand Preference & Image Ratings Leisure brand consideration/ preference – easyJet (2) Base: All aware airlines NiceAll France
  • 81. 81 -11 -16 -12 -11 -12 -10 -12 -15 -12 -14 -17 -10 7 4 4 7 3 5 7 4 4 6 6 4 12 13 18 15 15 22 12 14 19 12 15 18 Oct '11 Dec '11 Aug '12 Oct '11 Dec '11 Aug '12 Oct '11 Dec '11 Aug '12 Oct '11 Dec '11 Aug '12 % Consider using Prefer using Least like to use 81 Paris ORYParis CDG Brand Preference & Image Ratings Business brand consideration/ preference – easyJet (1) Base: All business fliers LyonAll France
  • 82. 82 -11 -16 -12 -11 -13 7 4 4 6 6 12 13 18 24 20 Oct '11 Dec '11 Aug '12 Aug '12 Aug '12 % Consider using Prefer using Least like to use 82 Toulouse Brand Preference & Image Ratings Business brand consideration/ preference – easyJet (2) Base: All business fliers NiceAll France