Ryanair: Digital and Traditional Marketing Integration
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This document discusses Ryanair's business strategy and operations. It outlines that Ryanair has the lowest fares in Europe, the largest traffic and route coverage of any airline in Europe, and aims to provide the best customer service through low costs and on-time flights. Ryanair is focusing on improving the customer experience through initiatives like quieter flights and allocated seating, while also improving its digital offerings and website usability. Cost control remains a key part of Ryanair's strategy to offer the lowest fares in Europe.
Ryanair: Digital and Traditional Marketing Integration
- 1. Galway – 30 Sep 2014 © Ryanair 2014 Peter Bellew
- 2. © Ryanair 2014 E u r o p e ’ s F a v o u r i t e A i r l i n e Europe’s Lowest Fares/Lowest Unit Costs Europe’s No 1, Traffic – 86m (No 1 or 2 in most markets) Europe’s No 1, Coverage – 69 Bases Europe’s No 1, C’mer Service – Low Fares/On-time/Bags/Canx – Always Getting Better/Digital rollout Fwd bookings & Ld factors rising since Sept 13 Aircraft orders (180 NG’s & up to 200 MAX’s) deliver 150mpa by FY24 Unblemished 30 year Safety Record World’s highest rated airline, BBB+, S&P and Fitch
- 3. © Ryanair 2014 No 1 For Coverage 69 bases 186 airports 30 countries 1,600+ routes 86m c’mers p.a. 304 a/c – all 737-800’s Newest fleet (< 5 Yrs) 180 Boeing NG order New 200 Boeing MAX order
- 4. St rong Market Pos i t ion Country (Cap m’s) No. 1 No. 2 UK (115) Germany (112) Spain (103) Italy (84) France (73) Portugal (20) Belgium (17) Ireland (16) Poland (14) Morocco (11) RYA Share 13% 4% 18% 21% 6% 13% 21% 40% 27% 13% IAG Air Berlin IAG Alitalia easyJet TAP SN Brussels Aer Lingus LOT easyjet Luft AF- KLM RAM Source: 2013 Dep. Seats per Capstats & Diio Mii. Mkt positions adj. for 2014 schedules. No. 3 Vueling easyJet easyJet Jetairfly AF-KLM Wizz easyJet © Ryanair 2014 4
- 5. Groups GDS 1 Corporate GDS 2 Nov 13 Dec 14 © Ryanair 2014 Business Plus Extended Product Winter 14 & new bases Summer 15 & new routes Sep 14 Campaign #1 Airport Rebrand Campaign #2 Better Brand Quiet Flights 2nd Free Bag Fees Cut Allocated seats Better Service PED use New Distribution Google Flight Website V1 My Ryanair Website V2 App V1 Better Digital App V2 Always Get t ing Bet ter
- 6. © Ryanair 2014 Cus tomer Exper ience Improv ing 6 RECAPTCHA scrapped 24hr grace period Quiet flights (early AM, late PM) 2nd free small carry on bag B’rding card reissue & bag fees cut New Groups & Corp. Travel Dept. Allocated seating New PayPal partnership
- 7. Simpler website (17 to 5 clicks) “My Ryanair”, c’mer registration “Fare Finder”, great response GDS (Galileo/Worldspan) for business agents New mobile app for smart phones New Business Plus Continuous IT & digital improvement underway © Ryanair 2014 Digi tal Exper ience Improv ing
- 8. © Ryanair 2014 Communications – Old Fashioned Works Integrated, owned media, digital, paid digital/print, email
- 9. © Ryanair 2014 Communications – Old Fashioned Works Nothing drives visits like editorial, TV or Radio Nothing attracts finance like traditional media 1000’s of print and TV outlets Very few journalists A hunger for simple stories with hooks Invest in a good Mic, good webcam, good about us page
- 10. © Ryanair 2014 Communications strategy Clarity Same message for all groups Reinforce the indicators of success – Cost control – Load factor – Punctuality – Share price – Growth story – ABSOLUTE IMPORTANCE OF INDIVIDUAL CONTRIBUTION
- 11. The “Ryanair Formula” – Lower fares, lower costs Low cost, more efficient, bigger aircraft High people productivity through incentives Lower maintenance costs on new aircraft Higher utilisation / lower costs at secondary airports More flights per day per aircraft Internet sales of 99% = lowest S&M costs Profitable ancillary sales reduces costs Lower costs = lower fares = higher growth & profits © Ryanair 2014
- 12. © Ryanair 2014 Cost Reduction The only competitive advantage is to be the lowest cost operator Champion cost control Celebrate cost reduction Every cost item is examined – Highlighters – Ice – Stationery – Distribution / Internet – Travel
- 13. © Ryanair 2014 Simplify The process The way we manage The way we communicate
- 14. Appendices © Ryanair 2014 28 July 2014 Questions?
Editor's Notes
- #3: Michael