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Pob stage 2 marketing seminar 4 post students

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POB T7 S4 debrief

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Pob stage 2 marketing seminar 4 post students

  1. 1. Principles of Business: Stage 2 Marketing Seminar: Easyjet and the Marketing Mix Topic Number:4
  2. 2. Overview Easyjet, is the largest airline by passenger numbers in the UK, has seen exponential growth since its inception in 1995. Its success has largely been due to its ability to utilise the marketing mix more effectively then its competitors. In this seminar, we will critically evaluate how Easyjet has managed each aspect of the marketing mix and determine its key areas of strength and weakness. We will start off by looking at its product proposition and thereafter move onto the way it prices their flights. Thereafter, we will evaluate its communication approach and finally how they determine their distribution network.
  3. 3. 3 Learning outcomes of this seminar • Be able to determine and describe Easyjet’s product proposition • Critically evaluate how Easyjet’s pricing strategy and articulate its key principles • Be able to describe Easyjet’s communication approach • Articulate Easyjet’s distribution network and their approach to developing new routes
  4. 4. Agenda for this seminar Explain Easyjet’s product proposition using appropriate frameworks Critically evaluate how Easyjet’s pricing strategy works using appropriate frameworks Discuss Easyjet’s promotional strategy and how it attracts new and existing customers Explain how Easyjet’s distribution strategy works
  5. 5. Structure for the session You will have 15 minutes to discuss each question We will have a de-brief at the end of each 15 minutes to hear your thoughts on each area Feel free to ask questions but please do not have separate conversations ‘we are all in this together’!
  6. 6. Easyjet – Right Place, Right Time? I mean the unbelievable thing with easyJet is I took an enormous risk with my family's fortune back in the 90s and I was lucky to have been in the right place, which believe it or not was Luton, and at the right time - mid-90s when the European airline industry was deregulating - and with the right father, to give me a lot of money to bet on new aircraft. And it worked! Stelios Haji-ioannou
  7. 7. Origins of Easyjet The airline was established in 1995 as part of the EasyGroup conglomerate. It was launched by Greek Cypriot businessman Sir Stelios Haji-Ioannou with two wet leased Boeing 737-200 aircraft, initially operating two routes: London Luton to Glasgow and Edinburgh. In April 1996, the first wholly owned aircraft was delivered to EasyJet, enabling its first international route, to Amsterdam. Until October 1997, the aircraft were operated by GB Airways, and subsequently by Air Foyle as EasyJet had not yet received its Air Operator's Certificate.[14]
  8. 8. Easyjet’s Mission Statement To provide our customers with safe, good value, point to point air services. To effect and to offer a consistent and reliable product and fares appealing to leisure and business markets on a range of European routes. To achieve this we will develop our people and establish lasting relationships with our suppliers.
  9. 9. Explain Easyjet’s product proposition using appropriate frameworks
  10. 10. A re-cap: a product has a number of levels 1. Core benefit: the benefit the customer is really buying 2. Basic product: Marketer must turn the core benefit into a basic product 3. Expected product: Set of attributes and conditions that buyers normally expect 4. Augmented product: Exceeds customer expectations 5. Potential product: Possible augmentations and transformations thaa a product might undergo
  11. 11. Easyjet’s Core Product: From A to B
  12. 12. Easyjet’s Basic Product Safety Efficiency Adequate
  13. 13. Easyjet’s Expected Product Online Booking/Check-in In-Flight Snacks
  14. 14. Easyjet’s Augmented Product Speedy Boarding Seat Allocation
  15. 15. Potential Product
  16. 16. Critically evaluate how Easyjet’s pricing strategy works using appropriate frameworks
  17. 17. Price is critical for a competitive advantage With recognition for providing more efficient, low-cost flights, whilst maintaining as a high quality of service as possible, easyJet is positioning itself to its consumer base as the best form of budget travel in Europe
  18. 18. Factors that influence price Competition on route Seat supply Seat demand Fuel prices Distance of route
  19. 19. Pricing Approach • Lower the price, the higher the demand • Easyjet adopts Good Value Pricing
  20. 20. Reverse Price System Further the date of departure, the cheaper the ticket Encourages customers to book early Gauge demand for every flight One-way ticketing policy
  21. 21. Extra Charges
  22. 22. Discuss Easyjet’s promotional strategy and how it attracts new and existing customers
  23. 23. Marketing Promotional Areas +
  24. 24. Product Marketing!
  25. 25. TV Show View video: https://www.youtube.com/watch?v=_54HFrg6hnc
  26. 26. PR
  27. 27. Direct Marketing
  28. 28. Explain how Easyjet’s distribution strategy works
  29. 29. Main Routes easyJet flies between more primary airports on more popular routes across Europe than any other airline. These airports offer our passengers a greater connectivity across Europe, however they tend to be busier and more subject to slot constraints and curfews than smaller airfields located further away from Europe's main cities. Nonetheless, we do everything we can to get passengers to their destination on time.
  30. 30. Making it easier for customers to buy New online booking system
  31. 31. Appendix – Sources for illustrations Slide 6: www.virgin.com Slide 7: Facebook, Virgin and Dyson websites Slide 11: www.virginatlantic.com & www.grameenbank.com Slide 12: www.grameenbank.com & www.wikipedia.org Slide 13: www.ladieswholaunch.com & www.wikipedia.org Slide 14: www.heatspring.com Slide 16: www.appl.com Slide 17: www.wikipedia.org Slide 18: www.apple.com Slide 19: www.asme.org Slide 21: www.wikipedia.org Slide 22 www.brandpackaging.com Slide 24 www.pearsoncollege.com Slide 27: www.fabeetle.com Slide 28: www.atongwalli.com
  32. 32. End of Seminar Note: This recording is for your personal use only and not for further distribution or wider review. © Pearson College 2013

POB T7 S4 debrief

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