I am doing a project on Marketing Mix and I had choosen to do it on Ryanair.?

by Christina A-Guerrilla

Question by : I am doing a project on Marketing Mix and I had choosen to do it on Ryanair.?
Now I need Ryanair’s marketing mix on Promotion, Physical evidence, Process and People. Thank you.

Best answer:

Answer by Irie
Promotion

* They spend as little as possible on advertising.
* They do not employ an advertising agency. Instead all of the advertising is done in-house. In fact O’Leary himself overseas much of the promotion of Ryanair. They use simple adverts that tell passengers that Ryanair has low fares.
* Ryanair employs controversy to promote its business. For example in 2009, the company reasoned that passengers would be charged £1 to use the toilets on board. O’Leary reasoned that passengers could use the terminals at either the destination or arrival airport. This would speed things up. It was reasoned that this is what passengers wanted – since they did not want other passengers leaving their seats and walking the aisles to go to the toilet. O’Leary also argued that larger passengers should be charged more since they took up more room – again it was reasoned that this is what the majority of passengers wanted.
* Some of their aircraft are decorated in the livery of advertisers e.g. News of the World, Jaguar and Kilkenny (beer).

Physical Evidence

* They pay as little as possible for their aircraft. Planes are the most expensive asset that an airline can make. They get big discounts on aircraft because they buy them when other airlines don’t want them, for example after September 11th, or on the invasion of Iraq and Afghanistan. Aircraft manufacturers cannot simply stop a supply chain in minutes. If orders are being cancelled or delayed, this is when to buy. It was rumored within the industry that Ryanair was buying Boeing 737s – list price around £40,000,000 (forty million pounds) – with up to a 50% discount.

Process

* There is no check in. You simply show your passport and supply your reference number.
* You cannot select a preferred seat. It is first come, first served. This aids speed.
* There are no air bridges (the tunnel that connects to the side of the aircraft when to board it). You walk or are bused to the aircraft.
* Baggage is deposited directly onto the terminal – it’s quick. However if your bag is broken don’t expect high levels of customer service.

People

* Pilots are recruited when they are young as pilot cadets. They work hard and take early promotions and then move on after 10-years or so to further their careers.
* Cabin crew pay for their uniforms to be cleaned. They invest in their own training. They are mainly responsible for passenger safety as well as ancillary revenues onboard.

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