Ryan Air Marketing Mix (4Ps) Strategy

Published by MBA Skool Team, Last Updated: April 19, 2020

Marketing Mix of Ryan Air analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Ryan Air marketing strategy. As of 2020, there are several marketing strategies like product/service innovation, marketing investment, customer experience etc. which have helped the brand grow.

Marketing strategy helps companies achieve business goals & objectives, and marketing mix (4Ps) is the widely used framework to define the strategies. This article elaborates the product, pricing, advertising & distribution strategies used by Ryan Air.

Let us start the Ryan Air Marketing Mix & Strategy:

Ryan Air Product Strategy:

The product strategy and mix in Ryan Air marketing strategy can be explained as follows:

Ryan Air is a multinational commercial airline founded in Ireland. They offer their air services to European destinations as a part of their marketing mix product portfolio. They have partnered with hotels and car rentals along with phone cards and bus tickets. Ryan Air offer economy and business plus tickets and is often descried as no frill’s airlines.

Image: Wikimedia

Ryan Air Price/Pricing Strategy:

Below is the pricing strategy in Ryan Air marketing strategy:

Ryan Air promotes itself as a cheap and affordable airline that operates to over 200 locations across Europe.

70% of their seats are sold at lowest price, 30% at higher price and 6% at highest price. They also include extra fees for passengers that haven’t booked the tickets on an early basis. Excess fee is charge for Ryan Air passengers who do not check-in online.

Ryan Air Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Ryan Air SWOT Analysis, STP & Competitors

Ryan Air Place & Distribution Strategy:

Following is the distribution strategy of Ryan Air:

Ryan Air operate through their website, third party websites and travellers can also book their tickets directly from the airport. They offer services to 200 destinations in 33 countries and that is mostly in Europe.

Apart from that they also operate to the middle east and Africa.

Ryan Air Promotion & Advertising Strategy:

The promotional and advertising strategy in the Ryan Air marketing strategy is as follows:

Ryan Air do not indulge in aggressive promotion. They use simple means like newspaper, radio and television to promote their website. Their advertisement shows customers that they would experience fun and feel upbeat after availing their services. They focus on portraying themselves as a simple and happy family friendly airline. ‘Low fares made simple’ has been their tagline via which they promote themselves to be a cheap airline. Regular sales tactic is also used where they sell some seats at relatively lower price.

Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Ryan Air.


Ryan Air focuses on passengers and employees as a part of their people strategy. It was recently embroiled in a controversy when the airline’s crew failed to take any action after a racist attack was done on a lady traveller and her daughter. As a result, they suffered substantial brand damage. Ryan Air’s profits fell down marginally. Although they hire motivated people and train them to give proper service to the customers, the latest incident has tarnished the image of the airlines as well as its employees.


Ryan Air does not operate through travel agents. So customers have to boo their tickets from their website or third party websites. They have a first come first serve policy for the seating arrangement. Priority Boarding customers are permitted to board first.

Physical Evidence:

RyanAir invests in planes that are of good quality and cheap. But the decoration inside and seating arrangement is done to ensure maximum customer satisfaction. Its website, logo, aircrafts are all a part its physical presence.

Hence this concludes the Ryan Air marketing mix.

About Ryan Air:

Ryan Air claims to be one of Europe’s top airline that operates as an ultra-low fare, scheduled passenger airline serving point-to-point routes between Ireland, the UK, Europe, Morocco and Israel. Ryan Air has a wide geographic reach with the number of destinations it caters to for its passengers.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBA Skool in any way.
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