Introduction
Promotion is an integral part of the marketing mix and can create awareness and interest in a product or service. In today’s competitive business environment, companies must be creative and strategic in their promotional efforts to stand out from the competition and reach their target audiences. Ryanair is a leading low-cost European airline, and its promotional strategies have successfully increased its brand recognition and market share. The promotional mix of a business is an effective way to create a successful marketing strategy. It includes the four Ps of marketing – product, price, place, and promotion. Place in the marketing strategy of Ryanair air company refers to how the company makes its product available to its customers. Ryanair is one of the world’s largest low-cost airlines. The company has implemented various strategies over the years to ensure its products are easily accessible to its customers. This paper will explore the importance of promotion and place within Ryanair’s marketing strategy and how the company has used various promotional tactics to achieve their goals.
Promotion
Ryanair is a European low-cost airline with over 300 aircraft and over 1,800 routes. The company has successfully provided passengers with a convenient, cost-effective, and efficient travel experience. They have done this by offering competitively priced fares, expanding their routes to more destinations, and providing a variety of onboard amenities (Barqueira, 2022, p.9). They have used various promotional tactics to ensure their success and reach their target audiences. Ryanair’s website is the company’s main product promotion and distribution platform. The website provides customers with information on flight schedules, ticket prices, and other related information. Customers can also book flights and pay for them online. Ryanair uses a variety of digital marketing strategies to promote its products, including email campaigns, social media, search engine optimization, and web design. These strategies allow Ryanair to reach its target audience and build a strong brand identity (Efthymiou, 2021, p. 107).
One of the promotional tactics used by Ryanair is advertising, which is essential for the company. The company has employed traditional and digital advertising to reach its target audiences. This is because Ryanair has to compete for customers against other airlines. Advertising is a great way for Ryanair to reach out to potential customers in their local markets and other countries (Efthymiou, 2021, p. 107). Ryanair’s advertising program includes television, radio and print ads, as well as digital and social media advertising. Ryanair’s television ads are typically humorous and entertaining, featuring entertaining music and a humorous message about the budget-friendly fares offered (Efthymiou, 2021, p. 107). Radio ads are used to reach a wider audience, while print ads can target customers in specific regions. Ryanair’s digital and social media marketing efforts target consumers with targeted ads and promotions. The main goal of Ryanair’s advertising program is to create brand awareness and generate interest in the airline’s products and services. By creating strong brand recognition, Ryanair can attract more customers to its website and mobile app. This can increase sales and bookings (Barqueira, 2022, p.9).
In addition to creating brand awareness, Ryanair’s advertising program is also used to promote specific promotions and offers. For example, Ryanair frequently offers discounts and promotions for certain routes. These offers are typically highlighted in the company’s advertising campaigns. This helps to draw attention to the offers and encourages customers to take advantage of them. Ryanair’s advertising program is also used to build customer loyalty. Customers are incentivized to book flights with Ryanair by advertising their loyalty program. The loyalty program is also used to encourage customers to book flights in the future (Efthymiou, 2021, p. 107). This helps to create a sense of loyalty, which is important for any airline. Overall, advertising programs are an essential promotional strategy for Ryanair. This helps to create brand recognition, promote specific offers and discounts, and encourage customer loyalty. Advertising is a key part of Ryanair’s promotional strategy, and the airline must remain competitive in the airline industry (Geary, 2022, p. 640).
Another important aspect of Ryanair’s promotional strategy is discounts and promotions. The company has offered various discounts and promotions to their customers to entice them to book their flights. They have offered discounts on flights, hotels, and car rentals, as well as free upgrades and special offers for frequent travellers. These promotional tactics have enabled the company to attract more customers and increase its market share (Geary, 2022, p. 640). The company offers 10% off for booking through its website, which can be useful for people who do not have access to other travel sites like Expedia or Travelocity. They also offer 10% off for booking with Groupon and Living Social, two popular coupon websites (Efthymiou, 2021, p. 107). Ryanair also has a loyalty program called Ryanair Miles, where members earn miles for every flight booked with the company or visiting one of its partner airports. Miles can then be redeemed towards future flights or used on purchases made at any time through the Ryanair website or mobile app. By implementing a loyalty program, Ryanair Air Company can increase its customer lifetime value and create a loyal customer base (Geary, 2022, p. 640).
Loyalty programs are an essential promotional strategy for businesses, including Ryanair air company. Loyalty programs are designed to reward customers for their repeat business, encouraging them to come back and increasing customer lifetime value. Loyalty programs can also drive customer engagement and increase brand loyalty (Mrňa and Badánik, 2021, p.130). Loyalty programs are a way for Ryanair Air Company to reward customers for their loyalty and repeat business. By offering incentives such as discounts or free flights, customers are more likely to continue using the company’s services and may even recommend it to their friends and family. Additionally, loyalty programs can drive customer engagement, as customers will often use the company’s services to take advantage of the rewards (Barqueira, 2022, p.9).
Loyalty programs are also a great way for Ryanair Air Company to collect customer data. This data can be used to improve customer service and tailor product offerings to meet customer needs. Also, loyalty programs often come with customer relationship management (CRM) systems, allowing the company to track customer behaviour and preferences. This data can create targeted promotions and offers tailored to individual customers. Loyalty programs also provide the opportunity to build relationships with customers (Geary, 2022, p. 640). By rewarding customers for their repeat business, companies can create a sense of community and a relationship of trust with their customers. Additionally, loyalty programs can reward customers for their feedback and engagement, resulting in increased customer loyalty. Loyalty programs can also be used to encourage customer referrals. By offering incentives for customers who refer other customers to the company, Ryanair Air Company can expand its customer base and increase its revenue (Mrňa and Badánik, 2021, p.130).
Ryanair has been enabling its customers to avail cheap air travel for many years. To achieve this, the company is using online and offline marketing techniques. They have used various digital marketing strategies such as SEO, AdWords and SEM to optimize service delivery. Apart from this, they have been offering various discounts and promotions to their customers to convert them into loyal customers of the company. The company offers special prices to students and seniors (Geary, 2022, p. 640). However, the low base fare makes it difficult for Ryanair to earn profits through ticket sales. To overcome this problem, the company introduced ancillary schemes to earn profits. The company also uses printing media such as magazines and newspapers to drive traffic toward their website, where they can browse through the deals, followed by booking a flight via a mobile app (Geary, 2022, p. 640).
Ryanair also has a strong presence in airports around the world. The company’s kiosks and booths are located in airports, allowing customers to book flights and speak to customer service representatives. The company also uses airport signage to promote its brand. In addition to these traditional and airport-based promotional strategies, Ryanair has also implemented a loyalty program (Efthymiou, 2021, p. 107). The program rewards customers for loyalty to the brand by offering discounts on flights and other services. This encourages customers to continue using the company’s services, creating long-term customer loyalty. Ryanair’s promotional strategies are designed to reach many customers and build brand loyalty. The company’s and airport-based promotional strategies ensure that its products are available to customers regardless of location (Geary, 2022, p. 640). The loyalty program is also an effective way to reward customer loyalty and encourage customers to continue using the company’s services. By utilizing these strategies, Ryanair can create a successful marketing strategy and ensure its products are available to its customers (Mrňa and Badánik, 2021, p.130).
Place
Other than promotion, the other strategy discussed in this article is in place. The aspect of place stands for where the product is sold. Ryanair Air Company is an Irish low-cost carrier that operates from its main hub in Dublin, Ireland. It services over 200 destinations in 31 countries across Europe, Africa, and the Middle East (Efthymiou, 2021, p. 107). The company’s core service is the sale of discounted flights between its many destinations, which is sold through various means. The primary way that Ryanair sells its services is through its website, www.ryanair.com. Customers can access the website and search for flights, view available flights, and book tickets. The website is user-friendly and easy to navigate. It offers a range of features, such as the ability to filter by departure and arrival airports and payment options (Efthymiou, 2021, p. 107).
Additionally, customers can access their account details to view and manage their bookings and check-in online. Another way Ryanair sells its services is through several third-party travel websites, such as Expedia, Travelocity, and Booking. Comv (Efthymiou, 2021, p. 107). These websites allow customers to search for flights, compare prices, and book the best deal. Many of these websites also offer additional features, such as combining flights from various airlines or adding extras such as car hire and accommodation. In addition to online sales, Ryanair also sells its services through a network of travel agents. These agents can provide customers with advice on flights and can help them book the best flights for their needs. They also often offer additional services such as car hire and accommodation. Finally, customers can purchase Ryanair flights over the phone (Mrňa and Badánik, 2021, p.130). Customers can call the company’s customer service line and speak to an advisor who can help them search for flights and book tickets. In summary, Ryanair sells its services through its website, third-party websites, travel agents, and over the phone. These methods allow customers to search for and book flights at the best prices and with the most convenience (Efthymiou, 2021, p. 107).
Ryanair Air Company is a major airline industry player and continually strives to increase its customer base and maximize its profits. To do this, they must have a sound strategy that will help them attract more customers and increase their sales. The first strategy Ryanair can use to increase its sales is to provide customers with the best customer experience (Barqueira, 2022, p.8). They should focus on providing excellent customer service and address any customer complaints or requests quickly and efficiently. This will build loyalty and encourage customers to return, increasing sales. Another strategy Ryanair could use is to focus on its pricing (Mrňa and Badánik, 2021, p.130). They should look for ways to reduce costs and pass these savings on to the customer. This could include offering discounts or promotional codes. Ryanair could also increase its revenue by offering additional services such as in-flight entertainment or meals (Barqueira, 2022, p.9).
Ryanair could also focus on marketing and advertising. This could include using digital media such as social media or email campaigns to reach a wider audience. They could also use traditional methods such as television and radio advertisements. Ryanair could also look at building its brand and creating a positive image. This could be done by sponsoring events or sponsoring athletes (Barqueira, 2022, p.8). Finally, Ryanair could look at ways to improve its operations. This could include reducing delays and improving the efficiency of their operations. This could save them money in the long run and result in better customer satisfaction (Barqueira, 2022, p.8). Overall, Ryanair has many strategies it can use to increase its sales. Ryanair can maximize its profits and reach more customers by providing excellent customer service, reducing costs, using effective marketing and advertising, and improving its operations. What strategies does Ryanair Air Company use to sell its services (Mrňa and Badánik, 2021, p.130).
The location of Ryanair Air Company is favourable for both the company and its customers. Ryanair Air Company is the largest budget airline in Europe, and its headquarters are located in Dublin, Ireland. Dublin is ideal for the company as it provides access to the entire European continent. The geographical location of Dublin allows Ryanair Air Company to take advantage of the favourable aviation regulations of the European Union (EU) (Barqueira, 2022, p.8). The EU has a unified air traffic control system and a single set of safety standards and regulations. As a result, Ryanair Air Company can operate its flights in the airspace of any EU member state. Furthermore, the EU has no restrictions on the number of routes Ryanair can fly, allowing its customers more choice and flexibility (Efthymiou, 2021, p. 107).
The location of Dublin also allows Ryanair Air Company to benefit from the low operating costs associated with the region. The fuel, labour, and other operational costs are lower in Dublin than in many other European locations. In addition, Dublin is home to several airports, including Dublin Airport, one of the busiest airports in Europe and the largest in Ireland. As a result, Ryanair Air Company can operate its flights from the most convenient airports and benefit from the economies of scale associated with larger airports. Finally, the location of Dublin is ideal for Ryanair Air Company’s customers (Barqueira, 2022, p.8). Dublin is well-connected to the rest of Europe by air, rail, and road, making it easy for customers to reach their destinations. Furthermore, the city is a popular tourist destination, providing customers with various attractions and activities. This makes it an attractive destination for customers, which in turn helps Ryanair Air Company to attract more customers. Overall, the location of Ryanair Air Company is highly favourable for both the company and its customers. The company benefits from the favourable aviation regulations of the EU, low operating costs, and a wide range of airports to choose from. Meanwhile, customers benefit from the city’s excellent connections and its range of attractions. As a result, Ryanair Air Company is well-placed to continue offering its customers high-quality and cost-effective service (Barqueira, 2022, p.8).
Conclusion
Conclusively, Ryanair Air Company operates out of numerous locations in Europe, North Africa, and the Middle East. While the company has seen great success in these locations, there are many other potential areas where Ryanair could expand. In the Americas, Ryanair could expand its services to offer flights to Canada, Mexico, and the Caribbean. By doing so, the company could tap into a very lucrative new market. Canada and Mexico have large populations, and the Caribbean is a popular destination for tourism, so Ryanair could capitalize on this potential by offering cheap flights to these areas. The Asia-Pacific region is also a potential area for Ryanair to consider expanding. Countries such as China, India, Japan, and Australia are all prime targets for the company to explore. China and India have large, growing populations that could be great sources of customers for the company. Japan and Australia are also popular tourist destinations, making them ideal for Ryanair to offer their services. The African continent is also a potential area for Ryanair to consider expanding. Countries such as South Africa, Kenya, and Nigeria have large populations with strong demand for air travel. Additionally, these countries could be a great source of customers for the company due to their booming economies. The Middle East is another potential area for Ryanair to consider expanding into. Ryanair Air Company has many potential areas where it could expand its services. The company could tap into new, potentially lucrative markets by expanding into Canada, Mexico, the Caribbean, Asia-Pacific, Africa, and the Middle East. With the right strategies, Ryanair could become a truly global airline.
References
Barqueira, A., Quadros, R. and Abrantes, J., 2022. Airline booking applications: the case of Ryanair, Easyjet and tap air Portugal. Aeron Aero Open Access J, 6(1), pp.7-15.
Efthymiou, M., Usher, D., O’Connell, J.F., Warnock-Smith, D. and Conyngham, G., 2021. The factors influencing entry-level airline pilot retention: An empirical study of Ryanair. Journal of Air Transport Management, 91, p.107.
Geary, J.F., 2022. Securing collective representation in non‐union European multinational companies: The case of Ryanair pilots’(partial) success. British Journal of Industrial Relations, 60(3), pp.635-661.
Mrňa, D. and Badánik, B., 2021, November. Differences in low-cost airline operating models in 2018, 2019 and 2020–comparison of easyJet, Ryanair and Wizz Air. In 2021 New Trends in Aviation Development (NTAD) (pp. 128-133). IEEE.
write