Ryan Air Marketing Plan

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What do people think of RyanAir?
Consumer Behavior
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Date: October 15th 2012
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Table of contents
Introduction3
The research design4
Sample description4
Method for interviewing4
Research structure4
Step 1: Collect pictures5
Step 2: Interview method5
Step 3: Concept map5
Step 4: Combined concept map5
Step 5: Consensus map5
Step 6: Communication idea6
The mental maps7
Dutch consensus mental map7
Romanian consensus mental map8
Combined consensus mental map9
Communication idea10
Olympic Games 201210
TV Commercials10
Nadia Comaneci on Romanian Traditions11
Marian Dragulescu on Romanian Scenery11
Larisa Iordache on Dracula11
Camelia Potec on Romanian People11
Flags and banners11
Printed advertisement12
Conclusion and discussion13
Conclusion13
Discussion13
Future research13
References14
Websites14
Articles14
Appendix15
Interviews by Cristina Bataga15
Interviews by Jessica van der Hoeven17
Interviews by Ella van Leeuwen22
Interviews by Mehdia Shireen Talib27

Introduction

With this paper we will offer insights in brand perceptions and attempt to create a perceptual map for a specific brand. To choose a brand for this assignment we had a group discussion about which brand we thought would be interesting to evaluate and analyse. After considering several options, we decided that we wanted a brand which is relevant at the moment, since this would make it easier for our participants to evaluate. After discussing multiple brands we decided to choose Ryanair. In this assignment participants evaluate Ryanair through interviews and conceptual maps. We will first conduct a simple interview with the respondents and we will let them draw a concept map afterwards. We will explain everything in more detail in the following chapters, but first we will elaborate on the brand Ryanair.

Ryanair is an airline found in 1985 by the Ryan family and is currently active in 28 countries. Over the past few years there has been a significant growth in the number of customers, from 4 million in 1998 and 24 million in 2004, to 75 million to date(Barret, 2004 and Ryanair.nl). Ryanair is well known for their low offers. The average price of a flight with Ryanair was 38 euro’s in 2004. The Guardian even presented an article last year, which stated that the lowest ticket price of Ryanair this summer was only 12 euros. Ryanair has a team of over 8500 people, which is actually really low for the amount of passengers they transport every year. All these passengers are transported by one type of airplane, the Boeing 737-800. Ryanair its strategy is to offer the lowest price at all time on all routes and provide an inexpensive and convenient service (Ryanair.nl). To accomplish this strategy, they maintain a certain business model. This business model is build up by 10 key points. The first point is operating from secondary airports. Secondary airports are (unknown) small airports which arrange for low airport fees. The second point is the lowest ticket price, which causes high volume of passengers. The third point is standardized fleets of the Boeing 737-800, which gives them bargaining power with the suppliers. Furthermore, there are no meals on board, nothing is free, low commission for travel agents, Spartan headquarters and there is a single-class which all helps with saving costs. Lastly, there are no unions and there are high powered incentives (Casadesus-Masanell and Ricart, 2010).

Precisely this strategy in combination with the business model Ryanair uses, makes it interesting to analyse Ryanair. Does this strategy really work? Do customers really think Ryanair is the cheapest Airline? Do customers really think Ryanair provides a convenient service? These are all questions we try to...
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