1. Ryanair marketing strategy
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2. Headlines
 Ryanair intro
 The market segmentation
 Competitors
 Ryanair SWOT Analysis
 Ryanair Marketing strategy
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3. Introduction of Ryanair
• Tony Ryan found Ryanair in 1985 .
• In 1990, Michael O’Leary, Tony Ryan’s personal advisor,
started restructuring the airline .
• Michael was made the CEO of the airline in 1993 and
given 25% stake in the company.
• In 1997, Ryanair hugely benefitted from the European
airline deregulation and by 2000 were flying to 45
destinations.
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4. Introduction of Ryanair
• In 2001, Ryanair started the largest online booking
website.
• Since, Ryanair passenger Grow up by millions.
• Ranked in 2010 as the world favorite airline from low cost
customer segment point of view.
•Ryanair is the number one low cost airline until the day of
the presentation without any airline incident.
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5. Ryanair customers segment
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6. Ryanair customers segment
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7. Competitors
The main competitors of Ryanair in Europe are:
British Airways
 Wizz Air
 SkyEurope
 EasyJet
 Hop by Air France
 Eurowing by Lufthanza
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8. Ryanair SWOT Analysis
Strengths:
Ryanair is Europe’s first low-cost, no-frills airline.
The airline flies in more than 125 destinations all over
Europe.
The company’s website is the “one stop shop”.
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9. Ryanair SWOT Analysis
Weaknesses:
This shows that the company is finding it difficult to
maintain low costs.
The One-off press advertisements are frequently banned
by the Advertising Standards Authority, as deceiving.
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10. Ryanair SWOT Analysis
Opportunities:
Ryanair can expand to Eastern Europe, Asia, Trans
Atlantic routes.
Ryanair has plans to order new air planes to expand.
Ryanair collects a lot of data from its passengers while
booking flights and has the opportunity to create a
comprehensive database.
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11. Ryanair SWOT Analysis
Threats:
Rising fuel costs.
The introduction of 10 tourist tax in Ireland.
The airline should also create strategies to deal other
airlines for connections.
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12. Ryanair Marketing strategy
• Ryanair is the largest direct booking website and
eliminating the agencies surcharge.
• Being branded as the lowest cost airline, Ryanair is
targeting the biggest segment of customers.
• Ryanair is extending to the emerging market with new
destinations to east Europe and north Africa.
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13. Ryanair Marketing strategy
• Growing the online advertising and Social media
advertising.
• Growing the brand equity by a plan of Alitalia
acquisition.
• Being the best airline in services enhancement,
Ryanair is working on the quality factor for
customers attraction and retention.
•
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