Marketing news, analysis, opinion and insight featuring easyjet. Decius valmorbida vice president, distribution marketing, amadeus it group amadeus ticketless access is an industry. Easyjets early marketing strategy was initially based on making flying as. Suggest a marketing plan or strategy for easyjet in view of various challenges faced by the airline industry. Ryanair marketing mix product or service low cost, no frills air travel to european destinations. The macroenvironment factors can impact the porter five forces that shape strategy and competitive landscape. 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. Dame carolyn mccall chief executive officer, easyjet airline company ltd carolyn mccall joined easyjet on 1 july 2010 as chief executive officer. Strategy for business dame carolyn mccallchief executive. Marketing mix promotion strategies 1 efficiency is the core of easyjet s communication strategy. In comparison, competitor easyjet had a net profit margin of only about 6. Lis originally joined easyjet in 2012 as head of crm. Nov 14, 2010 easyjet analysis for marketing module slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Read free easyjet swot analysis is sir stelios strength weakness.
Easyjet plc, styled as easyjet, is a british multinational lowcost airline group headquartered at london luton airport. It is our people who continue to deliver the strategy for the business and will. Started through a lowcost positioning based on marketing support to drive shortterm direct response but beaten by ultralow cost carriers on headline prices and. Competitors will be analysed through the use of porters 5 forces model. Her departure has prompted the airline to restructure its board so that marketing, customer, digital and insight will now report into easyjet s chief commercial officer.
Easyjet is likewise europes driving minimal effort aircraft having finished a merger manage to go to make europes main ease carrier. In 1994 stelios hajiioannou launched easyjet as a lowcost aircarrier and in 1998. Typically in marketing literature there are four elements. Tactics refer to the immediate actions taken to execute a strategy. The marketing strategies implemented by the airline easyjet. Determinants and developments we analyzed the pricing policy of easyjet, the second largest lowcost carrier in europe, using fare data for all easyjet. Marketing issues for easyjet airlines customwritings. It will analyse the internal strengths and weaknesses as well as the external threats and opportunities.
In her current role she is responsible for our data strategy, customer relationship marketing. Pdf on mar 1, 2004, oded koenigsberg and others published easyjet airlines. Easyjet marketing and management in the airline industry. Generic strategies can help the organization to cope with the five competitive forces in the industry. Easyjet swot analysis is sir stelios strength weakness. Other revenue fronts the company has deals with hertz car rental, hotels, phone cards, and bus tickets. Airline specific metrics available seatmiles asms, a measure of passenger capacity that multiplies the total number of seats by the number of miles flown, increased 12. Easyjet plc is listed on the london stock exchange and is a constituent of the ftse 250 index. Doc easy jets market segmentation and marketing strategies. Easyjet is a low cost firm and the key competitor is ryanair. If you continue browsing, we assume that you consent to our use of cookies. One key aspect of its marketing strategy is a simple fare structure. Marketing communication strategy of easyjet etihad airways. Our website uses cookies to improve your user experience.
This case study will examine the evolution of the strategy pursued easyjet. This strategy meets easyjet s customers proposition for building appeal to business travelers. Mar 15, 2016 stelio haje lononou was the son of the greek shipping tycoon. Easyjet marketing and management in the airline industry case.
Sep, 2018 the role of digital also goes beyond advertising, with easyjet increasingly focused on its app as a way to improve the customer experience and engagement. Competitive strategy that easyjet have utilised example. Its early advertising comprised of little more than the airlines phone registration number decorated in brilliant orange on the edge of its aircraft. It covers suitability, feasibility, and acceptability well. 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.
Chapter 1 makes a brief introduction to the study, stating the purpose, rationale and objectives of the study. Market development refers to the launch of existing products in new markets. The marketing strategies implemented by the airline. Easyjet currently has two suppliers, boeing and airbus. An effective planning of marketing refers to an easy jet marketing plan developed for forecasting goals and objectives, best possible allocation of resources, identification and monitoring of key marketing variables, planning of disaster recovery for overcoming its problems and exploring the untapped marketing opportunities. Since the beginning of easyjet, its promotion strategies have been concentrating on the price and punctuality, which is quite clear and unique. They start with low ticket prices, and raise it according to demand.
Marketing strategy and planning easyjet easyjet is europes leading low cost airline. If you continue browsing the site, you agree to the use of cookies on this website. Gain overall company analysis to gain acquaintance about company information, company profile, business model, business plans and marketing strategy 4. They can impact individual firms competitive advantage or overall profitability.
This report aims to examine a campaign from a researchbased backing. Easyjet is a ticket less air hose which mean all you need to wing is your passport or suited photographic id on domestic flights and there verification figure, based on their clip of cheque in at the airdrome, this determines the order in which they board the aircraft easyjet. Below is a summary of some of the key focus areas taken through from fy10 to fy12. We are jessica and sarah and we will be presenting a new integrated marketing communication strategy for easyjet. A new system allows airline seats to be priced according to supply and demand and achieve high occupancy. 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. While most of the chapters in this textbook refer to the tactics that the internet has afforded to marketing, the essential first step to executing any online. It was aired across the nation on prime time tv channels and was nominated for programme of the year in 2001 bbc, 2005. Marketing mix of easyjet analyses the brandcompany which covers 4ps product, price, place, promotion and explains the easyjet marketing strategy. Stelios hajiioannou introduced a low head line price in order to grab the attention of consumers and then prices were raised according to consumer demand. Examples include lowcost airlines such as easyjet and southwest airlines, and.
June 2010 brand history 2005 2010 stelios announces the launch of. Easy jets market segmentation and marketing strategies. Strategic management and leadership analysis of easyjet. We welcome easyjet s content as a valueadd offer for our extensive agency community and its endtraveller customers. Apr 01, 2011 easyjet s key marketing strategy is based on a fairly simple structure. In 20, easyjet and amadeus took their partnership to the next level in support of easyjets strategy to target the business travel market. An analysis of easyjets marketing strategies, namely. Introduction easyjet airlines has emerged as one of the most successful lowcost airlines in europe since its launch in 1995. The strategy meets easyjet safety requirements to improve pilot training. The least profitable firms were those with moderate market share. Parking price is based on the best 8 day parking price at airparks, birmingham, luton and manchester from 1st january 2017 onwards and is subject to daily change and availability.
Furthermore, by using online it networking facilities the company maintains a regular dialogue with its customers easyjet 2008 b. A soontobe launched function will enable users to link seamlessly from a photograph of a destination though to booking. Empirical research on the profit impact of marketing strategy indicated that firms with a high market. The marketing department can therefore allocate different numbers to different advertising campaigns and track response, whilst also directing and planning customer response. Easy jet marketing plan assignment online assignment help. But now they do have more than 240 aircrafts on more than 780 routes to airports around 32 countries. Easyjet uses sponsored links when a user is researching a flight using a search engine to prompt them to directly visit. From strategy to finance, management to marketing, and. From 2010 onwards, easyjet boldly repositioned from a pure low cost proposition, to a customercentric, affinitydriving brand. Interpretation of easyjet s usp or unique selling proposition, mission statement, and vision statement that makes it a. Started through a lowcost positioning based on marketing support to drive shortterm direct response but beaten by ultralow cost carriers on headline prices and flag carriers on customer experience.
Aug 18, 2020 this strategy meets easyjet s customers proposition for building appeal to business travelers. Jan 07, 2020 marketing and advertising its lowcost tickets is another market penetration strategy the company uses. The easiest strategy for easyjet in this regard is to expand into new geographical markets. An important part of easyjet s strategy is to operate a modern fleet and based on the current business model, requires easyjet to acquire a significant number of further aircraft whilst achieving a low total fleet operating cost. With over 90 million passengers a year visiting 156 destinations, easyjet can provide you with meaningful information on how to speak with your consumers across multiple categories, from wellness through to finance. Stelios from easyjet calls this system yield management 8 1. Empirical research on the profit impact of marketing strategy indicated that firms with a high market share were often quite profitable, but so were many firms with low market share. It operates domestic and international scheduled services on over 1,000 routes in more than 30 countries via its affiliate airlines easyjet uk, easyjet switzerland, and easyjet europe. How do easyjet and ryanair achieve success using lowprice strategies. By the way, it is also a kind of marketing campaign to offer more speedy boarding to customers.
Easyjets key element of success was through their approach to pricing. Easyjet in flight advertising uks largest airline and the second largest in the world by international passengers. This case study details the rapid growth of easyjet. Developing the price section of a companys marketing mix strategy includes conducting research within its target market. In addition, easyjet has adopted an innovative approach to its marketing and promotional strategy. Airlines such as easyjet and ryanair in europe and southwest and jetblue in the u. Easy jet marketing environment case study essay example. One key aspect of its marketing strategy is a simple fare structure, where all fares are quoted oneway and a single price is quoted for all seats on a given flight at. Marketing strategy easyjet s early marketing strategy was founded on making soaring as inexpensive as a pair of jeans and advised tourists to cut out the journey agent. Marketing campaigns have specifically targeted the business community. The company started from 2 aircrafts and now there are 166. Interpretation of easyjet s usp or unique selling proposition, mission statement, and vision statement that makes it a trendsetter in the aviation industry. This was sometimes referred to as the hole in the middle problem.
Marketing mix of easyjet management pedia business. The business needs to determine what its customers are willing to pay, which can often be difficult if the product or service is unique or significantly different than what is currently being offered. Easyjet plans to cut up to 30% of staff as covid19 hits. Since its first flight in 1995, the airline has grown from a luton base offering two routes, to one that. It is the largest aeroplane transporter in the uk by tourists figure transport. Recommendations will be made for easyjet s marketing strategies for the next three years. Continuing to invest in our strategy investing in the network winning our customers loyalty easyjet holidays, loyalty, business making good progress investing in value by efficiency investing in our people underpinned by the efficient use of data fy 2019 pbt expectations unchanged. Easyjet presentation and notes pdf by jessica higham issuu. The easyjet is a british aeroplane transporter that endeavours on an ease show, established at london luton aeroplane terminal. In this respect it has created extremely high levels of awareness with consumers johnson et al 2007, p. Since joining easyjet carolyn has been responsible for improving the airlines punctuality to industryleading levels as well as introducing important customer innovations like allocated seating. It will give a brief history into easyjet and the lowcost airline industry. Pdf easyjet, one of europes most successful lowcost shorthaul. This thesis is based on a case study within the european low cost airlines market, with a special focus on three airlines.
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