Date post: | 12-Apr-2017 |
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Marketing |
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Ryanair
Kenny Jacobs
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CMOSummitOctober2016
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• Ryanair-Europe’sairline
• ChangeatRyanair“AlwaysGe5ngBe7er”
• CMOasanarchitectforgrowth
• Q&A
Contents
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Travel,Change,Digital,EarnedMedia
Finance,Digital,Google,Data,Brand
Retail,Loyalty,.com,Mobile
Data,Trading,OperaIons
My Rambl ings Today Are Based On…
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• 84bases
• 200airports
• 33countries
• 1,800+routes
• 119mc’mersp.a.
• 353xB737fleet
• 315xB737sonorder
Eur ope ’s No. 1 Coverage
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Europe ’s Lowest Fares
Source:LatestAnnualReports,*includes1checkedbag
Avg.Fare %>Ryanair Ryanair* €46 Wizz* €57 +24% Norwegian €80 +74% easyJet €91 +98% AirBerlin €123 +167% Lu[hansa €226 +391% IAG €230 +400%
AirFrance/KLM €249 +441%
AvgCompeItorFare €151 +228%
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T he Cost Leader = T he Pr ice Leader
Source:LatestAnnualReports
(€perpaxex-fuel) RYA WIZ EZJ NOR AB1 LUVStaff 5 5 10 15 19 48 Airport&Hand. 8 12 22 19 28 9 RouteCharges 6 6 6 8 9 0 Own’ship&maint. 6 14 9 25 31 18 S&Mother 3 3 8 6 29 17 Total(PY) 28(29) 40(39) 55(51) 73(62) 116(107) 92(74) %>Ryanair 43% 96% 161% 314% 230%
Ryanairmrktspendperc’mer€0.15,Easyjet£1.10,BA£6.90
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Europe ’s No. 1 Mar ket Share – 14% of European Mar ket
Note:CapStatsintraEurDeparIngcapacity
Country(Capm)* No.1 No.2 No.3 Share
UK(133) easyJet BA 18%
Germany(124) Lu_ AirBerlin 7%
Spain(120) Vueling Iberia 18%
Italy(91) Alitalia easyJet 27%
CEE(92) Wizz Aegean 15%
Greece(27) Aegean easyJet 15%
Portugal(24) TAP easyJet 20%
Poland(18) LOT Wizz 29%
Ireland(18) AerLingus BA 50%
Belgium(17) Brussels Jetairfly 28%
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• Ryanair-Europe’sairline
• ChangeatRyanair“AlwaysGekngBeler”
• CMOasanarchitectforgrowth
• Q&A
Contents
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Back To Be ing T he Good Guys Of A i r Trave l
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LowestFares 10/10Reliability 9/10Choiceofdesjnajons 8/10
PrimaryAirports&BusinessSchedules 2/10
Digital(Website,App,Data) 2/10Brand(PR,Social,Adverjsing) 6/10
AirportExperience 5/10InFlightExperience(inc.staff) 6/10
CustomerService(notondayoftravel) 4/10Trust&Transparency 5/10
Needfor
Change
T he 2012 Scorecar d On T he Ryana i r Customer Exper ience
Br and P lan . Made S imple
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Useful
Future
Today
Likeable
Br and P lan . Made S imple
BUT ALWAYS DIFFERENT!!
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Ryana i r In Trans i t ion – From T h is…
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To T h is…
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W ho We ’ re L ike
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ALWAYSGETTTINGBETTER
IMPROVETX
IMPROVEX
IMPROV
EB&M
ALWAYSGETTINGBETTER
Fixthethingsc’mersdon’t
like
Improvethetravel
experience
Improvethedigital
experience
Developtheoffer
Improvethe
brand&markeIng
A lways Gett ing Bet ter
DriveRetenIonandReturns
Everychangeprogramneedsanorthstarandamaptonavigateby
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• NewWebsite• ReducedFees• GDS&Corporates• BusinessPlus• Free2ndBag• AllocatedSeaIng
• RyanairCarHire• NewNativeApp• CustomerCharter• USWebsite• Newinteriors• NewUniforms
Year1 Year2 Year3
• MyRyanair• OneFlickPurchase• Simplifiedbags• RyanairRooms• NewLeisurePlus• RyanairHolidays
3 Year s Of A lways Gett ing Bet ter
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Flights Travel
Acquisijon Retenjon
Passengers Customers
Transacjons Relajonships
Brand Revo lut ion At T he Speed Of F l ight ! From To
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• Traffic79m119m
• Loads80%94%
• Profits€520m€1.3bn
• Avgfare€46
• Unitcost€29
2013/14 2016/17
Resu l ts
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• Ryanair-Europe’sairline
• ChangeatRyanair“AlwaysGe5ngBe7er”
• CMOasanarchitectforgrowth
• Q&A
Contents
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1. BelikeAldion; -Price -Cost -Quality
2.BelikeAmazonon; -Simplicity -Digital -Data
3.Executefasterthananyone
A Mar ket ing P lan T he F i ts On A Napkin
RyanairMarkeIngStrategy
=LowFares.MadeSimple
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Sk i l l s Of An Ag i le Mar ket ing Leader
OperajonalCan-do
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W hat Matter s More & Less In Mar ket ing
• Data• Google• Operajons• CS/CX• Speed• Measurement
• Content/social• Mobile/app
• Productdevelopment
• BrandPlans• BrandAdverjsing• Loyaltyprogram
• MediaSpend
• YourWebsite
• Sponsorship• MarketResearch
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Mak ing A CMO Bui l t To Last
Loyalty
Ideas,Creajvity
Brand,CX,Promos
Product,Operajons,Digital,Data
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ExtremeQuality
Rolex
Ryanair
Mar ket ing A Br and T hat Is Known For 1 T h ing Is Eas ier
T
>75%ofbrandsareinthemiddleground
ExtremeDiscounter
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EasyJet
• ThinkConsumerschoosebrand(€50mmedia)
• Differenjateonmixofbrand,price,service
• Markejngcostperpax=€1.10
• 73mpaxp.a./91.6%LF/£490PAT
C lass ic V Cont rar ian Brand Deve lopment
Ryanair
• Consumerschooseacommodity
• Differenjatethroughprice
• Basicbutbe7erservice
• Markejngcostperpax=€0.16
• 119mpaxp.a./94%LF/€1.3BNPAT
VS
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Q Markejngislessaboutideas,moreaboutexecujonandspeed
Q Goodmarkejng,commonsenseandspeedchangedRyanair
Q Cleardifferenjajon=easiermarkejng
Q Becarefulwhenmarkejngamiddlegroundbrand
Q CMOscanarchitectgrowth–whentheyhavetherightskills
Summar y
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29
FARESFROM
€16.99
BookonRyanair.combeforemidnight,Mon31stOct.TravelNov-Jan