1. MARKETING ANALYSIS
ASSIGNENT – RYAN AIR
BY HUSSAIN ARIF

2. COMPANY PROFILE
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3. COMPANY PROFILE
• A very low budget Airlines
company.
• CEO – Michael O’Leary
• With 169 Air – Crafts
• Headquarters in Dublin
Airport, Ireland
• Flies across almost 27
Countries
• Indulge in frequent point
to point flights
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4. Market & industry
analysis
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5. MARKET & INDUSTRY ANALYSIS
•Ryanair's Low fair is the main attraction for their
customers and one of their main marketing strategy.
•Believes in Customer Satisfaction and have always
strived to give the customers the best despite the low
fairs.
•In 2013, launched a program known as the ‘Always
getting better’ or AGB, in order to cover up for their
previous bad reputation.
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6. MARKET & INDUSTRY ANALYSIS
PESTEL
ANALYSIS
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7. MARKET & INDUSTRY ANALYSIS
SWOT
ANALYSIS
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8. Buyer persona
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9. Buyer Persona
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10. Buyer Persona
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11. Buyer Persona
As seen from the previous slide, we have designed the persona in a way
that fits our research and analysis. (See Appendix)
Some of the observations that can be deduced are:
 The purpose of travel has been Holidays on majority of the
occasions.
The demographics reveal that almost the same number of male and
female use the airlines.
 Most of the people that travel are aged between 35 – 44.
 Married couples use the flights most frequently.
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12. Buyer Persona
 Number of children boarding signifies couples travelling with their
kids.
 Education - Honors/Bachelor’s Degree.
Income stats – Most of them between 15000 – 20000 Euros per
annum.
 Airlines boarded from Dublin indicates most of the users are staying
in Dublin.
Hence these users have been classified as our Target audience and
target market and accordingly persona generated.
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13. Online presence
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14. Online Presence
• Ryanair, like its competitors is active on Social Media platforms.
• They have a well structured website with straight – forward method
of payment through debit/credit card. Links to hotel bookings and
other major facilities.
• Socially Active on Twitter, Facebook, Google+, Instagram, about which
we shall discuss in the following slides.
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15. Online Presence
• They have their own YouTube page.
• Many blogs feature RyanAir. Involved in many controversies over the
years.
• Articles highlight how CEO Michael O'Leary landscaped the European
Airline Market.
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16. Online Presence
• ‘Mention’ defines how RyanAir online presence scores against its
competitors and rates its popularity. (See Appendix)
• All the social media platforms are well used with good amount of
content and engagement, with a few flaws.
• RyanAir looks to work more on their online marketing and advertising
in the near future.
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17. WEBSITE
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18. WEBSITE
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• The website is well structured with good choice colors (shades of blue
in accordance with company logo).
• Simple and Not much content compressed together but spread out.
• Classical look symbolizes reputation and reach.

19. WEBSITE
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• All amenities and services provided are listed in listed order
• Lists out facilities it can provide besides Airline facilities. (See
Appendix).
• Should list the helpline number on top so that people can contact
once they see the landing page.

20. TWITTER
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21. TWITTER
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• Currently has 122K followers, with 275 followers.
• Stays active between 7am to 9pm.
• Details clearly mentioned.
• Hosts active competitions to engage with users.
• Fairs better compared to its competitors.(See Appendix)

22. YOUTUBE
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23. YOUTUBE
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• Search pops up RyanAir page first on the list which is a good
sign.
• The home page is well designed with good cover.
• Has 14K subscibers
• Fairs better compared to its competitors.(See Appendix)

24. FACEBOOK
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25. FACEBOOK
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• Profile picture is good and relates to Christmas (current
affairs).
• Cover picture also sets an impression.
• Around 1M likes.
• Fairly good compared to its competitors.(See Appendix)

26. OTHER MEDIA
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27. Google Search
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28. This Just in..
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29. This Just in..
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30. This Just in..
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31. This Just in..
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32. Brand Figures
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33. Academic insights
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34. Academic Insights
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Some amazing facts about Ryanair that will blow your mind!
1. All the planes are identical.
2. Much Of The Inspiration For Michael O'Leary's Vision For Ryanair Came From South
West Airlines
3. A Bunch Of Students Built The First Ryanair Website
4. They Are The Busiest Airline In The World
5. The Terrorist Attacks On 9/11 Helped Ryanair Indirectly
6. Staff Have To Pay €360 For Their Own Uniforms
7. They Made Half A Billion Euros In Profit After Tax Last Year
8. They Used To Serve Bags Of Booze.
9. (Harbison, 2014)

35. Academic Insights
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“The supercharged growth of this low-cost airline has actually
changed the way countless people live their lives, whether it be
Ireland's new "Ryanair Generation," for whom its cheap flights to
Dublin have eliminated much permanent emigration to the UK, or
the thousands of Britons now enabled to buy holiday homes in
rural France. This is the first book to tell the full story of the
Ryanair phenomenon, from its inauspicious beginnings to its
current dominance, from the secret of its business strategy to its
cavalier stunts and practices”. (Creaton, 2005)

36. References
http://www.adrants.com/2012/10/ryanair-cabin-girls-zombies-teach-cpr.php
Creaton, S., 2005. The RyanAir Generation. In: Ryanair: How a Small Irish Airline
Conquered Europe. Ireland: Aurum Press, p. 272.
http://www.goodreads.com/book/show/659942.Ryanair
Harbison, N., 2014. 21 Facts About Ryanair That Will Blow Your Mind. [Online]
Available at: https://lovin.ie/travel-food/21-facts-about-ryanair-that-will-blow-
your-mind
[Accessed 2016].
JAUME , J., 2012. Why Ryanair’s Social Media ‘Fail’ is Not Such a Disaster.
Brandwatch
http://www.slideshare.net/AntonWischnewski/ryanair-term-paper-upload
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37. AppENDICES
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38. APPENDIX - KANTAR
Most Users
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39. APPENDIX - KANTAR
DEMOGRAPHICS
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40. APPENDIX - KANTAR
DEMOGRAPHICS (contd)
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41. APPENDIX - KANTAR
REGIONS
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42. APPENDIX - KANTAR
ADVERTISEMENT SOURCE
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43. APPENDIX - KANTAR
WHY RYANAIR or other Airline Chosen
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44. APPENDIX - Mention
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45. APPENDIX - Mention
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46. APPENDIX - Mention
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47. APPENDIX - Mention
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48. APPENDIX - Mention
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49. APPENDIX - Mention
• Highest Number of mentions between RyanAir, EasyJet and Wizzair.
• Regional Distribution shows maximum engagement is evidently in
Ireland, but other parts of the world like Asia and America are aware.
• Platform distribution shows that highest mentions have been on
twitter which is the main platform. Followed by Facebook.
• User activity shows maximum engagement during weekends.
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50. APPENDIX - Mention
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EasyJet

51. APPENDIX - Mention
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Wizzair

52. APPENDIX – Google Trends
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53. APPENDIX – Google Trends
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54. APPENDIX – Google Trends
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55. APPENDIX – Google Trends
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56. APPENDIX - Website
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57. APPENDIX - Website
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58. APPENDIX - Website
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59. APPENDIX - Website
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60. APPENDIX
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61. APPENDIX - Website
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62. APPENDIX -Website
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• Partnered with other services like Cab, Parking etc., RyanAir
provides facilities directly on their website.
• This provides effective time saving schemes for the User and
convenience.
• Straight forward payment method (one step). Easy checkout.
• Simple selection of flights and class distinction for economy and
business.

63. APPENDIX - Website
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64. APPENDIX - Website
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65. APPENDIX - Website
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• Unlike its competitor websites, the RyanAir website is simple and
easy to navigate.
• Unlike EasyJet, the RyanAir website doesn’t directly state ‘cheap
flights’.
• The picture on the Home page of the RyanAir website can be
changed to much appropriate like the EasyJet.
• Wizzair website scores above all on the placement of its tabs and
modules.

66. APPENDIX - Keyhole
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67. APPENDIX - Keyhole
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68. APPENDIX - Keyhole
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69. APPENDIX - TweetReach
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70. APPENDIX - TweetReach
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71. APPENDIX - TweetReach
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72. APPENDIX - TweetReach
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73. APPENDIX - TweetReach
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74. APPENDIX - TweetReach
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75. APPENDIX - TweetReach
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• User engagement is fairly good. Wizzair is not far behind
though.
• In fact, as seen from the shots, Wizzair has more impressions
than RyanAir.
• Content is better of Wizzair. Therefore Ryanair needs to work
on their content besides their daily competitions.
• Otherwise, amount of retweets and comments is up to the
mark.

76. APPENDIX - FollowerWonk
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77. APPENDIX - FollowerWonk
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78. APPENDIX - FollowerWonk
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79. APPENDIX - FollowerWonk
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80. APPENDIX - FollowerWonk
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81. APPENDIX - FollowerWonk
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82. APPENDIX - FollowerWonk
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83. APPENDIX - FollowerWonk
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84. APPENDIX - FollowerWonk
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85. APPENDIX - FollowerWonk
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86. APPENDIX - FollowerWonk
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87. APPENDIX - FollowerWonk
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88. APPENDIX - FollowerWonk
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89. APPENDIX - FollowerWonk
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90. APPENDIX - FollowerWonk
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91. APPENDIX - FollowerWonk
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• Analyzes the users they follow.
• Their social (twitter) behavioral patters are diagnosed.
• According to region, genders – charts self explanatory.
• Comparison.

92. APPENDIX - YOUTUBE
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93. APPENDIX - YOUTUBE
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94. APPENDIX - YOUTUBE
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95. APPENDIX - FACEBOOK
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96. APPENDIX - FACEBOOK
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97. APPENDIX - FACEBOOK
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98. APPENDIX - FACEBOOK
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99. APPENDIX - FACEBOOK
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100. APPENDIX - FACEBOOK
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101. APPENDIX – (Quintly) FACEBOOK
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102. APPENDIX – (Quintly) FACEBOOK
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Fans

103. APPENDIX – (Quintly) FACEBOOK
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Posts

104. APPENDIX – (Quintly) FACEBOOK
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Interactions