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Transcript of Ryanair Presentation
Since roll out of new strategy in November the companies share price rose to 35 (Irish Independent, 2014)
Established 1985 (£1 capital and staff of 25)
Flew a 15 seater from Waterford to London daily. (5’2 cabin crew)
After just two years passenger numbers increased by 64% (5000-322000)
1990 adopted “low cost” strategy (scraped food/drink and went to lowest fairs)
1993- reach 1 million passengers
1997- expanded routes to the continent
2000- launched initial website
2006 - web check in
2008- controversial calendar
Company is now valued at 10 mill (Irish Independent,2014)
It is fair to say that Ryanair had/do have a very negative brand image amongst customers.
Kenny Jacobs (CMO) states that the objectives of Ryanair in 2014 is “to improve brand perception and loyalty as well as customer service”.
They aim to achieve this by “catching up fast on digital” and becoming a “digital leader in the aviation category”.
Ryanairs digital marketing strategy has seen a
significant change over recent months.
“Our primary focus this winter will be to significantly invest
in, and improve, the Ryanair.com website, our mobile
platform and our interaction with passengers
using social media” (O'Leary, 2013)
According to the Ryanair website (4/3/14) the purpose of rolling out this new digital strategy is to “make it easier for passengers to navigate..identify availability… and book Ryanairs great fares”
The new digital marketing strategy will include using a considerable amount of its marketing budgets on new media with a view to focusing on mobile media.
Website prior 2000
Website mid 2000
Joined twitter 18th September
Twitter followers can avail of #flashsales fares, weekly Q&A sessions with Ryanair Management and the chance to be the face of Ryanair each week
Phone usage onboard
On 1/10/13 the Ryanair app was launched free of cost (previously €3)
Means-End Supply Chain
Theory of Consumer Value
Value for a consumer is the consumers' evaluation of a consumer object in terms of which general benefit the consumer might get from consuming it
Therefore, it is suggested that the consumer experience may generate the following types of consumer value
The following consumer values must be considered in a companies digital strategy to create a positive emotional connection, relationships and loyalty
List of Consumer Values
Efficiency- convenience (time and energy expended)
Excellence- experience of quality is prime motivation
Status- consumer pursues success
Self esteem- satisfied with purchase
Play- enjoys consumption process
Aesthetics-reactive appreciation of experience
Ethics- feel morally correct with consumption choice
Spirituality- sacredness in consumption
where people must send in a photo collage summing up their best holiday with Ryanair
Winner will receive
for a year
Run Seasonal Competitions
- e.g. At Christmas-drawing competition for children aged 1-10, must be anything incorporating Ryanair with the Christmas spirit
Winner wins flights to
for themselves and family.
Create a link for the Ryanair App in the App store on the companies website for customers to download easily
Promote the App more on other social media platforms
Currently Ryanair has a reasonable online presence, there is however room for improvement.
The absence of a Facebook is a set back as it is a hugely valuable tool that can be used to create brand awareness and entice customers. As too is the absence of Instagram, YouTube and Pinterest.
Our recommendations ensure that the company has a more well rounded digital marketing strategy in the future
The Means-End Chain Model
Links consumers knowledge about product attributes with their knowledge about consequences and values.
They perceive most attributes
as a means to some end.
Amy O' Flaherty
Thank You for Listening.
Solomon, M R, Bamossy, G, Askegaard, S and Hogg, M K (2010) Consumer Behaviour: A European Perspective, Fourth Edition ed.
The Journal.ie (2014, March 3). Ryanair’s new marketing man: We want to make it better for customers. Retrieved March 4, 2014, from http://businessetc.thejournal.ie/kenny-jacobs-marketing-ryanair-dmx-dublin-1343054-Mar2014/
Journal.ie (2013, June 7). Here are the best questions and answers from this afternoon’s #askryanair session. Retrieved March 4, 2014, from http://thedailyedge.thejournal.ie/ryanair-q-and-a-1256869-Jan2014
Twitter (n.d.). Ryanair (Ryanair) on Twitter. Retrieved March 4, 2014, from https://twitter.com/Ryanair
Ryanair (n.d.). Travel news. Retrieved March 4, 2014, from http://www.ryanair.com/ie/news
Smith, 2009, Ryanair-a branded customer experience? | CustomerThink
Irish Independent (2014, March 2). Ryanair teams with Paypal to transform sales - Independent.ie. Retrieved March 4, 2014, from http://www.independent.ie/business/irish/ryanair-teams-with-paypal-to-transform-sales-30053265.html
Incorporate live Twitter feed featuring the #askryanair hashtags and an option to tweet
Place Ryanair’s social media icons at the top of the page in a prominent positions(Facebook, Twitter etc)
Include app for phone option
Develop a profile
Link to Twitter account
Link to YouTube account
Include promotions and competitions as seen on other social media sites
Create more competitions to add to the customer experience
Use Twitter to promote the companies new focus on improved customer service
Develop a Twitter Ad
Utilise YouTube more and create videos for all competitions and promotions
Post all videos to other social media sites
Develop an account
Post destination photos
Link photos to Facebook and Twitter accounts
Have customers on Instagram post photos of their Ryanair experience similar to Twitter
through YouTube videos, Twitter, Facebook, Instagram.
Ryanair brand will be associated with