Introduction
Easyjet is an effective exemplory case of a European no-frills flight. Founded by the Cypriot Stelios Haji-Iaonnou in 1995, Eayjet gained a prominent market position over time thanks to its excellent marketing strategies. How Easyjet has segmented its market because of its major product and what is the marketing mix? Which elements of the marketing combination are done efficiently and which parts need some improvements
Market's segmentation and marketing mixture of Easyjet
Easyjet's market segmentation
Low-cost airlines like Easyjet, have picked up some customers of their traditional rivals like BA (British isles Airways) or Air France, but have specially created a huge traffic of induction (creating a fresh market). Easyjet works in different ways to Ryan Air - its immediate competitor in the market, which is concentrating on the leisure traveller for whom the solution price is important. Easyjet gets the same type of customers for whom the ticket price was somewhat less important and also business customers whose companies seek to save lots of on vehicles costs, but care about the travel's conditions. So Easyjet has two different kind of customers who are leisure customers and the business customers.
1. 2 Easyjet's marketing mix
Any business that will not have a concerted sold strategy is placing itself up to fail. Just what exactly is the Easyjet's marketing combination in term of product, place, price and advertising?
Product
Product is the most crucial component in an organization. Without a product there is absolutely no place, no price, no campaign, no business. Product is anything that can be offered to market to satisfy a want or a need. It's the core component of the marketing mix and is also everything favourable and unfavourable, tangible and intangible received in the exchange of a concept, service or good (Kotler 11th release, 2003). Easyjet is a company offering service products, plane tickets across vacation spots, in the transport industry. Easyjet runs over 500 routes and has 182 aircrafts in 28 countries (www. easyjet. com).
Easy-Jet positions itself as low-cost airlines or better as reducing costs airlines. Its product strategy halts to the genuine product without matter about the augmented product. They don't offer service whatsoever but just the solution. For instance Easy-Jet's product strategy ends at the expected degree of five-product levels. There is absolutely no augmented product. There is no business seat on flights (Easyjet provide a mono category of seat but does not offer last second discounts), no executive lounge at international airports, no free food and refreshments on flights, no entertainment on plane tickets, and generally Easy-Jet flies from major international airports.
Place
Easyjet targets customers looking to minimise their vehicles costs, or any type of customer buying a low price. In general Easyjet's customer is a person who began to prefer the planes to land travel to surf for short distances between different towns offered. So Easyjet is fighting as well with the airlines as the land transports
price
Price is the value placed on what's exchanged through the marketing process. The client exchanges his/her money or donation in substitution for a satisfaction or energy (S. Dibb and L. Simkin 2001).
Easyjet has always had a one-way ticketing insurance policy. The air travel has only 1 price searching for any one airline flight at anybody time. The cheapest fare is offered in to the market first and then prices rise as the departure attracts closer and the seats can be purchased. This ticketing school of thought is transparent to consumers. There is a "affordability" offering, which is easily grasped by consumers. By offering only one price on the market, the buyer is comfortable that "shopping around" using other stations or making higher ticketing restrictions won't reap the reward of lower fares. As the airline educates their people that the least expensive fares are sold first, consumers checking prices are more likely to purchase straightaway as they have self confidence that lower prices are not likely to show up later. The airline only sells seat tickets on a one-way basis and for that reason if a traveler wants a come back ticket they must buy two one-way tickets. The benefit of this for people is they can book brief stay trips without having to pay flexible go back ticket prices. For business travellers the option of flexible seat tickets is usually considered important. If the business meeting operates in the traveller needs to have the ability to change their solution and have a later journey. This depends upon two things. First of all the ability to change the ticket, and second of all the option of a later journey to change on to. Easyjet has been focusing on business travellers and for that reason they have dealt with these issues by increasing the number of daily plane tickets to key business spots and by producing a method of changing tickets. For a cost of 10 Easyjet travellers can transform their ticket to a new flight as long as there can be an available seating on the required flight To reflect the current selling price, the traveller will have to pay the difference between the price they formerly payed for the solution and the current price for a seat on the required flight. The flight can then release the couch no longer required on the original flight and sell this seating again.
promotion
The distribution policy of Easyjet shows a high use of direct selling from call centre and internet outside traditional syndication programs. 95% of the chairs are sold online (www. easyjet. com).
They use digital ticket, lowering cost of ticketing steps and remove two
Kinds of costs:
-commission for travel agencies
-transaction related to reservation systems
What part of the marketing need to be improved?
Easyjet is one of the most successful of the new market carriers in Europe. So they have a strong marketing strategies which is going to be always a little bite difficult to change this plan but it can been improved.
Easyjet could reap the benefits of randomly offering last-minute package under its sole prices strategy. By occasionally lowering ticket prices to bump up revenue on some unbooked-flights, Easyjet could create the expectation that such deals would be available on the predictable basis.
Easyjet could create another brand having different objective and various market goal and offering an augmented product such a much better quality at a minimal price as Delta Airlines does with Song.
Promotion
The use of the internet ticketing is dangerous in case of dysfunction of the server because of infection by trojans or any other kind of software problem.
It is undeniable that this system reduces cost but it can cause problem if the overall is touched by problem.
Conclusion
If the other marketing strategies permit the company to judge everything about the business, only the marketing mix
