Pdf this paper suggests various possible marketing strategies that can be implemented by the widely successful emirates airlines. Marketing society awards 2014 long term marketing excellence easyjet a brand positioning based solely on costleadership and discount flying was no longer viable when we were increasingly no longer the cheapest. The emirates group of company is wholly owned by the dubai government but run commercially and therefore is competitive in whichever segment industry they deal in. Stelios hadjiioannou, the founder of easyjet, was so impressed after flying with southwest airlines that he decided to set up his own european version of the company.
Ryanairs figure of 9 million passengers in 2018 is almost 40 million more than europes next biggest airline, easyjet. How easyjet uses digital to drive competitive advantage. Analysis of easyjet advertising we decided to analyse the promotion campaign of 20 called this is generation which represents well their strategy. Things have been on the up and up for easyjet since 2011, when peter duffy, formerly of audi and barclays, was appointed as marketing director. Question 1 how do easyjet s marketing objectives and its marketing mix strategy affect its pricing decisions. Easyjets early marketing strategy was based on making flying as affordable as a pair of jeans and urged travellers to cut out the travel agent. Marketing mix promotion strategies 1 efficiency is the core of easyjets communication strategy. Marketing communication strategy of easyjet etihad airways.
We recognised that this situation could be an opportunity, not a threat. Question 1 how do easyjets marketing objectives and its marketing mix strategy affect its pricing decisions. Reference groups can also increase advertising speed by a membergotmember. Nevertheless easyjet is not alone in the low cost airline market and. Utilising an extensive fleet of more than 200 a320 aircraft, the carrier operates operates an extensive network throughout europe as well as to northern africa and israel. The largest publicity offensive did by easyjet highlight, by a superposition system, the diversity of the passengers and the reasons that lead them to take their flight. Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at econsultancy. Easyjet slashes marketing spend but increases effectiveness.
This report has been conducted in order to clarify the marketing strategies implemented by the airline easyjet in order to gain a competitive edge over its rivals in the market for lowcost aviation. Posted in advertising, around the world and tagged easyjet ad, easyjet ads, easyjet advertising, easyjet advertising campaign, easyjet advertising campaigns, easyjet airline, easyjet airline ad, easyjet airline ads, easyjet airline advert, easyjet tv advert, generation easyjet on october 21, 20 by cecilia. Easyjet has experienced a successful online business due to its emarket strategy that aims to provide low cost no frills air transportation. Sep 03, 2017 ive flown on easyjet and ryanair many times over the nearly 10year span ive lived in europe, and while these lowcost carriers definitely dont provide a luxury experience, they certainly are easy on my wallet.
Nov 10, 2015 easyjet is seeking to differentiate itself from its lowcost rivals with the launch of a frequent flyer card as it tries to take a bigger share of european business travel the budget airline has. Jan 17, 2008 easyjet, one of europes most successful lowcost shorthaul airlines, has a simple pricing structure. Easyjet vs ryanair ascending towards digital marketing by pedro. Just last month, easyjet took home five prizes at the marketing societys annual awards for excellence, including marketing leader of the year for duffy and the prestigious grand prix the highest honor of all for the airline itself. We look at the correlation between digital marketing and marketing, using online tools for gathering market intelligence and a digital marketing strategy in. The marketing department can therefore allocate different numbers to different advertising campaigns and track response, whilst also directing and planning customer response. Digital marketing strategies easyjets digital marketing strategy focuses in three key points howlett et al. Mar 15, 2016 as a result the sales will increase and there will be more profit for the company. This has culminated in the presentation to the board of our plan, which is an evolution of our existing strategy, incorporating a number of new strategic initiatives.
Marketing communication strategy of etihad airways. Pdf proposal of marketing strategies for emirates airlines. We observe from these policies and from the empirical section of this paper that easyjet employs three distinct. Easyjet presentation and notes pdf by jessica higham issuu. We researched in depth the european budget airline industry and looked at the various strategies used by easyjet, along with its main rivals. Easyjet analysis for marketing module slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. While the two carriers continue to eat away at market share from the. This evolution is very positive for the company and is the result of an important work on its strategy. Nov 14, 2010 easyjet analysis for marketing module slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. How easyjet used data to cut spend and boost its brand warc. What can travel marketers learn from easyjets digital strategy.
The company has reduced its number of ad tech network partners from 25 to 3 and has also completely overhauled its search strategy. This week examines the ongoing marketing strategy shifts happening among europes top budget airlines, ryanair and easyjet. In 1995, easyjet starts flights from luton to glasgow and. Undertook deep dives on manual flight planning, aircraft. Easyjet s functions happen to be paperless, with all business transactions done through the. Easyjet slashes marketing spend but increases effectiveness easyjet has cut its marketing budget by 15% over the past two years in the face of rising fuel costs. Nov 18, 2014 easyjet maintains lowcost model despite business and frequent flier focus budget airline beats market expectations by posting a pretax profit of. Ive flown on easyjet and ryanair many times over the nearly 10year span ive lived in europe, and while these lowcost carriers definitely dont provide a luxury experience, they certainly are easy on my wallet. A marketing strategy implemented by easyjet which has contributed to their success, was the fly on the wall documentary series airline broadcasted in january 1999. E marketing tactics of easyjet prop physicians for. An introduction to the internet and the marketing mix, some key terms and concepts around strategy and a guide to developing a marketing plan.
Easyjet vs ryanair ascending towards digital marketing, author. With a subscription to marketing week premium you will get full access to. Pdf easyjet, one of europes most successful lowcost shorthaul airlines, has a simple pricing structure. E marketing strategies of easyjet easyjet is an airline provider operating in europe using its base in uk. Easyjet targets business travellers with new perks. Marketing strategy of emirates emirates marketing strategy. Etihad airways marketing communication strategy of etihad. Ryanair carries this traffic at an industry leading load factor of 96% and with the highest profit margin in europe. Since the beginning of easyjet, its promotion strategies.
However, some passengers were apprehensive of lowrate airlines compromising safety. The design consultancy then created a simple set of graphics for the airlines first advertising campaign. Currently critical for fsc strategies and therefore likely to endure. A comparative analysis of the social media marketing. But which gives you a bigger bang for your relatively small buck. Its early advertising consisted of little more than the airlines telephone booking number painted in bright orange on the side of its aircraft. The purpose of this study is to find out how low cost airlines in europe deal with tools of relationship marketing and what are the effects those tools have on generic strategies. This customerfocused strategy is driving profitable growth and delivering. With an extensive network of more than routes across europe, asia and africa, easyjet flies to more of europes top 100 destinations than any other airline. Attract customers with such a visible and wellknown brand, awareness is.
The key to its success is its ultra low unit cost, but it has also developed its digital business to. Passenger and seat numbers were up by 17% year on year in the quarter 9% excluding the closure of european airspace last year and total revenue per passenger climbed by 5%, including a strong 17% increase in ancillary revenues per passenger due in part to the improvements in quality of the network structure, and particularly on capacity based in france, switzerland, spain and italy. Jan 31, 20 easyjet slashes marketing spend but increases effectiveness easyjet has cut its marketing budget by 15% over the past two years in the face of rising fuel costs. It was aired across the nation on prime time tv channels and was nominated for programme of the year in 2001 bbc, 2005. For a given flight, all prices are quoted oneway, a single price prevails at any point, and, in general, prices are low early on and increase as the departure date approaches. The largest publicity offensive did by easyjet highlight, by a superposition system, the diversity of the passengers and the reasons that lead them to. This report undertakes a study of easyjet e marketing strategies and its implementation outlining its impact on easyjet operations as a whole. This report illustrates an indepth look of easyjet and will also discuss an analytic research that was made to demonstrate aspects of the history of the airline, along with the marketing strategy and brand strategy used and implemented by the lowbudget airline. The social media marketing strategy of easyjet is to provide customer service, to make.
However, given the speed at which things move in digital media, it is no easy task to stay on top of the latest trends, fads and innovations. Marketing society awards 2014 long term marketing excellence easyjet cutting out the fat the solution was to apply rigorous hypothesis testing, particularly to our digital advertising spend which represented 76% of the media investment. Her departure has prompted the airline to restructure its board so that marketing, customer, digital and insight will now report into easyjets chief commercial officer. Easyjet is a low cost firm and the key competitor is ryanair.
Easyjet had to change tactic in advertising by explaining why it was possible to reduce fares without compromising safety. This mix has helped in easyjet promotion giving impressive results by. Mar 06, 2018 marketing strategy of emirates shows how the brand has positioned itself as most favoured when it comes to airline services using valuebased positioning. Marketing issues for easyjet airlines customwritings. A collection of the best easyjet creative work, such as advertising, marketing campaigns and videos. How easyjet uses digital to drive competitive advantage the cio and head of digital at easyjet tell computer weekly price is not the only way to gain competitive advantage in the airline industry. It is our people who continue to deliver the strategy for the business and will. Committee meetings and ad hoc meetings when required. Page 1 15 may 20 easyjet plc results for the six months ended 31 march 20 easyjets strategy continues to deliver returns and profitable growth a. Easyjet vs ryanair ascending towards digital marketing by. As a result the sales will increase and there will be more profit for the company.
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