Direct & Electronic Marketing: Ryan air and Easy Jet

Résumé du document

As the most part of students in the world, I like travel, discover the world, different culture, and different lifestyle, open our mind to the world. New IT emerged with our growth, we are an IT generation, and now it's really easy to find everything on the World Wide Web. As a part of students, I have not a lot of money, and when I can travel I check on the web all websites for finding the cheaper fly as possible. Since few years, low cost fly companies emerge in Europe, which the main leaders are Easy Jet and Ryanair.

For example, with Easy Jet® I have paid only £41 for go and return from Bristol to Paris, where my family lives, it's really cheap and I can see my family or friends soon as I can. For our generation it's really a good plan for traveling. Another example, with Ryanair, go and return for Bristol / Barcelona, from £26.

That is a really good chance to going studying in other country, but not too far, these prices are generally for travel in Europe mainly.
Easy Jet is a low cost airline, officially known as Easy Jet Airline Company Limited®. It's a part of EasyGroup, a company registered in the tax shelter of Jersey and was created on October 20th 1995, and was rested by Stelios Haji-Ioannou with the capital of £ 5 million. Easy Jet count 3.500 employees, the majority of the roads are either interior (British) or between United Kingdom and other European airports.

Ryanair is the main low cost airline in Europe; it's a company of the NASDAQ-100. Created in 1985, Ryanair Airline Company was rested by Tony Ryan with the capital of one Irish Pound and 25 employees. It exceeded 40 million passengers transported in 2006. It is also the 3rd principal airline company in France, with more than 3 million transported passengers. Ryanair is also very important in Belgium, where it serves more than 20 destinations starting from the Airport of Charleroi Brussels-South.

Extraits

[...] Easyjet focus all their distribution on Internet and for this reason they use every way. (See appendix) The call-center guides customers towards the website and propose to save for any order on line. This marketing strategy allowed to remove two types of costs, first the travel agency's commission (about and second fixed cost of transaction associated to the booking systems ( 3.5 by reservation) In addition, each on propose their services as rent car, find cheap hostel, etc 4. Price Policy Low cost airlines propose flight really cheaper than their competitors (30 to 40% cheaper, sometimes up to 50 or they focus on the seat income per miles, which is high because they have high rate of booking and high demand on which they offer high frequencies and punctuality. [...]

[...] For more information about the company see appendixes. I examine this case as customer's view Strategy of Communication These two companies are low cost airlines and basically they have a main strategy to limit the maximum costs, they try to communicate and promote the more with the less cost as possible. Ryanair don't need advertising agency: their only message is the price! Michael Leary realise the majority of the messages himself, because he says himself is better than his marketing director as regards causing polemic as soon as possible. [...]

[...] EasyJet is a low cost airline, officially known as EasyJet Airline Company Limited®. It's a part of EasyGroup, a company registered in the tax shelter of Jersey and was created on October 20th 1995, and was rested by Stelios Haji-Ioannou with the capital of 5 million. EasyJet count 3.500 employees, the majority of the roads are either interior (British) or between United Kingdom and other European airports. RyanAir is the main low cost airline in Europe; it's a company of the NASDAQ-100. [...]

[...] Low cost airlines have to thinking about strategy to anticipate this future constraint. (Dr. M. King Hubbert, 1956) References http://www.guardian.co.uk/business/2006/oct/26/theairlineindustry.lifeandhea lth http://www.easyjet.com/ http://www.ryanair.com/ http://www.linternaute.com/voyager/pratique/low-cost/14.shtml http://www.linternaute.com/comparatif/categorie/124/compagnies_low_cost.html http://www.journaldunet.com/0209/020902esayjet.shtml http://www.theairdb.com/airline/ryanair.html http://www.theairdb.com/airline/easyjet.html http://www.guardian.co.uk/business/2006/oct/26/theairlineindustry.lifeandhea lth http://news.bbc.co.uk/1/hi/business/6087016.stm http://news.bbc.co.uk/1/hi/business/6957882.stm http://travel.timesonline.co.uk/tol/life_and_style/travel/news/article229345 7.ece (Dr. M. King Hubbert Geophysicist, Hubbert Peak of Oil Production, http://www.hubbertpeak.com/ ) APPENDIX RyanAir Adverts RyanAir TV advert 1991: http://fr.youtube.com/watch?v=u8HNxIukhVk&feature=related Le Parisien, 30/01/08, new polemic with RyanAir Newsletter Please add to your address book to ensure you receive our mails. Click here for all routes and fares! NEW: Direct connection to Frankfurt from Offenbach Kaiserlei! [...]

[...] For example, I want booking a flight for the end of March, from Bristol to Barcelona. EasyJet: the cheaper day is go on the 31/ and return the With 1 baggage for 7.99 the total is 62.96 it's a reasonable price for a student like me. RyanAir: the cheaper day is go on the 26/ and return the With charges, it's now 19.80 go and 31.02 return, with 1 baggage for the total is 68.83 it's not too bad. But, with EasyJet I arrive in Barcelona airport, in contrast with RyanAir, I arrive to Gerona, after that I have to take the train or the bus to join Barcelona, and it's some money more. [...]