Marketing Mix Ryanair - Essay Example

Place – Urinary does not use travel agents (it does not pay agency commissions). It uses direct marketing techniques to recruit and retain customers, and to extend products and services to them (reduce costs). – You book online over the Internet. This saves them 15% on agency fees. – They are based in Standee in Essex (a secondary airport). New and accessible. It is cheaper to fly from Standee than either Weathers or Catwalk, and since it is less busy Urinary can turn aircraft around more quickly. – Many of Ryan’s destination airports are secondary.

We Will Write A Custom Essay Sample On

For Only $13.90/page

order now

Secondary airports, which tend to be smaller regional airports. Costs are lower and aircraft can be turned around faster. – Keeping aircraft in the air as much as possible is another important part of the low cost. However, the company has been challenged by the European Union in relation to ant-competition laws. Promotion – They spend as little as possible on advertising. – They do not employ an advertising agency, all of the advertising is done in-house. They use simple adverts that tell passengers that Urinary has low fares. Some of heir aircraft are decorated In the livery of advertisers. 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. Onboard. 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.

Aircraft manufacturers cannot simply stop a supply chain in minutes. If orders are being cancelled or delayed, this is when to buy. 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.