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on 11 February 2015

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Transcript of Ryanair

Marketing Report: Ryanair
Brand Reputation
Ryanair’s objective is to firmly establish itself as Europe’s leading low-fares scheduled passenger airline through continued improvements and expanded offerings of its low-fares service. Ryanair aims to offer low fares that generate increased passenger traffic while maintaining a continuous focus on cost-containment and operating efficiencies.
Mission statement
Customer Service
Michael O'Leary, CEO
His way with words...
"Do we carry rich people on our flights?
Yes, I flew on one this morning and I'm very rich."
App Description
"Germans will crawl b*****ck-naked over broken glass to get low fares."
"You're not getting a refund so f**k off. We don't want to hear your sob stories. What part of 'no refund' don't you understand?"
Prove the Price
Loyalty Schemes
Dennis Amankwa-Adutwum, Lee Murray, Godfrid Ndunguru & Laura Stocks
Fees and Fury:
The Example of the Boarding Card
On passengers who forget to print their boarding passes:

"We think they should pay €60 for being so stupid." -Michael O'Leary, Ryanair CEO
On Board Refreshments
Priority Boarding (£7)
Reserved Seat (£10)
Free Checked Bag (£15-£45)
Display price of competition
Keller, Customer Based Brand Equity model, 2001
"Stop unnecessarily
pissing people off."
-Michael O'Leary, CEO
Dick & Basu, Customer Loyalty model, 1994
Staff Morale
How does Ryanair
keep prices low?
Search cheap flights and get the lowest prices to hundreds of destinations within Europe.
Manage your flights, review your booking, check timetables and get the latest news right on your mobile phone.
Cabin Crew Careers
Reportedly £1800
Full transcript