Published by MBA Skool Team, Last Updated: February 26, 2019
Marketing Strategy of EasyJet analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on EasyJet marketing mix, help the brand succeed.
EasyJet marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the EasyJet Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
EasyJet Product Strategy:
The product strategy and mix in EasyJet marketing strategy can be explained as follows:
EasyJet is one of the most well renowned low cost carriers based out of UK. EasyJet offers comfortable and safe air travel option to the travelers at an economical charge. EasyJet has connectivity to a vast network of airports across the world which acts as an added advantage to the travelers. By providing the premium customer service at this price level has helped the company capture a large part of the market share. It has a large fleet of modern commercial aircraft which provides features like increased leg space for comfort, better fuel efficiency and cabin pressure normalization which results in a comfortable travel experience. EasyJet maintains a database of existing, new and frequent customers so that they can focus on giving customized services to one client at any given moment.
EasyJet Price/Pricing Strategy:
Below is the pricing strategy in EasyJet marketing strategy:
EasyJet is known for its low-cost competitive pricing.
With the modern aircraft fleet that it possesses, the fuel cost and aircraft maintenance cost is also reduced. Strategical moves like this have enabled it to reduce cost and improve the convenience for the customers. This helps in offering premium service at a reduced rate in order to stay competitive and relevant in the minds of the travelers. It also offers rental cab services to the travelers so that they themselves can look after their commute to and from the airport.
EasyJet Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read EasyJet SWOT Analysis, STP & Competitors
EasyJet Place & Distribution Strategy:
Following is the distribution strategy in the EasyJet marketing mix:
EasyJet takes pride in having an excellent website design which helps the customers in checking the prices, building the itinerary and completing the booking of the tickets. With continuous adaption of newer technologies and innovation, it was able to connect to a wide base of customers globally. Also, the fact that they have designed the website to include several foreign languages helped them in attracting customers who were not very fluent in English.
EasyJet also has tied up various tourism websites where it offers its services to reach the whole new customer base who are not aware of the company’s website.
EasyJet Promotion & Advertising Strategy:
The promotional and advertising strategy in the EasyJet marketing strategy is as follows:
EasyJet has partnered with several travels and tourist websites to increase the reach of its customer base which acts as a medium of marketing their services. They also send customized emails to regular customers with special discounts encouraging them to give the company a chance to provide premium service. This is done to demonstrate to the clients that they know their customer’s needs and their service is exceptional. This shows that EasyJet has something other than what's expected in store for them. This results in increased customer loyalty and word of mouth marketing.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of EasyJet.
Since EasyJet cherishes in giving premium quality service to its customers it has employed personnel who are very well trained in handling people and undergo regular training programs in customer relationship management in order to learn more about the changes in the needs of the customers so that they can meet their expectations through the services being offered. Being a customer-centered company, it encourages its customers to give regular feedback on the services being offered, customer service executives and what more they can do to improve the service. This creates a positive image in the minds of the customers by giving them a sense that there is someone who’s always ready to hear to their grievances and proper steps will be taken to address them. This enables EasyJet to enhance its client relationship and commitment.
EasyJet integrates online and offline mediums by having customer service in the airport as well as online. A regular analysis is being done to identify the areas where the services can be improved and a complete and satisfactory experience can be delivered to the customers.
Although EasyJet is based mainly online now, EasyJet is still booked through travel agents or in the airport itself. A printed ticket is a thing of the past now. And more and more customers and willing to accept online delivery of the itinerary. This helps the company in reducing the administrative costs and move towards providing service in a sustainable way. This completes the marketing mix of EasyJet.
EasyJet is a British company founded in 1995 which offers low-cost air travel, both domestic and international scale of operations. It is headquartered at Luton Airport in London.
The mission of the airliner is to provide a comfortable and economical travel option for the customers. Over the years EasyJet have acquired other entities and have expanded their base which resulted in an increased customer base waiting to avail their services.
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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