Ryanair - Marketing service

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Ryanair Marketing service Presentation

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Ryanair - Marketing service

  1. 1. Jordana Benchimol Nathan Mimoun Raphael Chicheportiche
  2. 2. INTRODUCTION – Description of the company  Founded in 1985 by Christy Ryan, Liam Lonergan and Tony Ryan  Irish low cost Airlines company – Service in Europe Key Fact CEO: Michael O'Leary Revenue: €4,325 million (2012) Destinations: 179 Employees: 8,388 (2012) Head quarter: Swords, Dublin Airport in Ireland
  3. 3. INTRODUCTION – Services / Customers / Competitors Low cost flight over all Europe destinations Concept:  Sales of cheap flight tickets without extra services.  Luggage, preferred seat, Insurance  Extra Fees  Food, drink, duty free  Sold on board Partnership with Hertz car rental, business hotels, phone cards and bus tickets Target customers:  Social Class Middle class  Age: between 15 – 64 years  Type of travel: private purpose, small and starting business. Competitors:  Market leader in the intra-European low-cost airline .  Main competitors: Easyjet, Air Berlin..  Threat of new entrants is very high
  4. 4. INTRODUCTION – Marketing Mix Product Flying people to Europe at Low Cost Price Lower prices on the Market Place Online booking Promotion In house advertising People Young Pilot & Airline Crew Physical Evidence Decentralized Airport Process Payable extra services
  5. 5. Marketing Research Attributes to Improve Attributes to Maintain Attributes of Low Priority Attributes to Deemphasizes Importance Performance A C B E D F G
  6. 6. GAP 1: Not knowing what customers expect  Low cost doesn't mean bad customer service expectation  Lack of Marketing Research and Segmentation Old gap that has been improved Allocated seats Quiet flight
  7. 7. GAP 2: Not having the right service quality design Website Platform Customer support Expansive extra service
  8. 8. GAP 3: Not delivering according to service designs CEO, Michael O’Leary Bad condition for employee Result Not professional customer carMinimum training Frustrated employee
  9. 9. GAP 4: Not matching performance to promises  Cheapest flight ACTUAL FACTSPROMISED  Raised of the initial price with all extra fees and tax  Big cities airport location  Airport located far away from chosen destination
  10. 10. Recommendations  Focus on positive Customer experience  Deeper marketing research  Improvement of employees condition and Professional training  Relationship Marketing  Additional free features – Added value with little details
  11. 11. Conclusion  Low cost flight does also means Professional service !  Positive customer experience  Key of success  Change of the CEO attitude Toward employees and PR
  12. 12. THANK YOU !!

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