Post on 18-Jun-2015
description
transcript
Jordana Benchimol Nathan Mimoun Raphael Chicheportiche
INTRODUCTION – Description of the company
Founded in 1985 by Christy Ryan, Liam Lonergan and Tony Ryan
Irish low cost Airlines company – Service in Europe
Key Fact
CEO: Michael O'Leary
Revenue: €4,325 million (2012)
Destinations: 179
Employees: 8,388 (2012)
Head quarter: Swords, Dublin Airport in Ireland
INTRODUCTION – Services / Customers / Competitors
Low cost flight over all Europe destinations
Concept:
Sales of cheap flight tickets without extra services. Luggage, preferred seat, Insurance Extra Fees Food, drink, duty free Sold on board
Partnership with Hertz car rental, business hotels, phone cards and bus tickets
Target customers: Social Class Middle class Age: between 15 – 64 years Type of travel: private purpose, small and starting business.
Competitors:
Market leader in the intra-European low-cost airline . Main competitors: Easyjet, Air
Berlin.. Threat of new entrants is very high
INTRODUCTION – Marketing Mix
Product
Flying people to Europeat Low Cost
Price
Lower prices on theMarket
Place
Online booking
Promotion
In house advertising
People
Young Pilot& Airline Crew
Physical Evidence
Decentralized Airport
Process
Payable extra services
Marketing Research
GAP 1: Not knowing what customers expect
Low cost doesn't mean bad customer service expectation
Lack of Marketing Research and Segmentation
Old gap that has been improved
Allocated seats Quiet flight
GAP 2: Not having the right service quality design
Website Platform
Customer support Expansive extra service
GAP 3: Not delivering according to service designs
CEO, Michael O’Leary
Bad condition for employee Result
Not professional customer carMinimum training
Frustrated employee
GAP 4: Not matching performance to promises
Cheapest flight
ACTUAL FACTSPROMISED
Raised of the initial price with all extra fees and tax
Big cities airport location Airport located far away from chosen destination
Recommendations
Focus on positive Customer experience
Deeper marketing research
Improvement of employees condition and Professional training
Relationship Marketing
Additional free features – Added value with little details
Conclusion
Low cost flight does also means Professional service !
Positive customer experience Key of success
Change of the CEO attitude Toward employees and PR
THANK YOU !!