Ryanair Marketing service Presentation

1. Jordana Benchimol Nathan Mimoun Raphael Chicheportiche

2. INTRODUCTION – Description of the company
 Founded in 1985 by Christy Ryan, Liam Lonergan and Tony Ryan
 Irish low cost Airlines company – Service in Europe
Key Fact
CEO: Michael O'Leary
Revenue: €4,325 million (2012)
Destinations: 179
Employees: 8,388 (2012)
Head quarter: Swords, Dublin Airport in Ireland

3. INTRODUCTION – Services / Customers / Competitors
Low cost flight over all Europe destinations
Concept:
 Sales of cheap flight tickets without extra services.
 Luggage, preferred seat, Insurance  Extra Fees
 Food, drink, duty free  Sold on board
Partnership with Hertz car rental, business hotels, phone cards and bus tickets
Target customers:
 Social Class Middle class
 Age: between 15 – 64 years
 Type of travel: private purpose,
small and starting business.
Competitors:
 Market leader in the intra-European
low-cost airline .
 Main competitors: Easyjet, Air Berlin..
 Threat of new entrants is very high

4. INTRODUCTION – Marketing Mix
Product
Flying people to Europe
at Low Cost
Price
Lower prices on the
Market
Place
Online booking
Promotion
In house advertising
People
Young Pilot
& Airline Crew
Physical Evidence
Decentralized Airport
Process
Payable extra services

5. Marketing Research
Attributes to Improve Attributes to Maintain
Attributes of Low Priority Attributes to Deemphasizes
Importance
Performance
A
C B
E
D
F
G

6. GAP 1: Not knowing what customers expect
 Low cost doesn't mean bad customer service expectation
 Lack of Marketing Research and Segmentation
Old gap that has been improved
Allocated seats Quiet flight

7. GAP 2: Not having the right service quality design
Website Platform
Customer support Expansive extra service

8. GAP 3: Not delivering according to service designs
CEO, Michael O’Leary
Bad condition for employee Result
Not professional customer carMinimum training
Frustrated employee

9. GAP 4: Not matching performance to promises
 Cheapest flight
ACTUAL FACTSPROMISED
 Raised of the initial price with all
extra fees and tax
 Big cities airport location  Airport located far away from
chosen destination

10. Recommendations
 Focus on positive Customer experience
 Deeper marketing research
 Improvement of employees condition and Professional training
 Relationship Marketing
 Additional free features – Added value with little details

11. Conclusion
 Low cost flight does also means Professional service !
 Positive customer experience  Key of success
 Change of the CEO attitude Toward employees and PR

12. THANK YOU !!