Jordana Benchimol Nathan Mimoun Raphael Chicheportiche

INTRODUCTION – Description of the company

Founded in 1985 by Christy Ryan, Liam Lonergan and Tony Ryan

Irish low cost Airlines company – Service in Europe

Key Fact

CEO: Michael O'Leary

Revenue: €4,325 million (2012)

Destinations: 179

Employees: 8,388 (2012)

Head quarter: Swords, Dublin Airport in Ireland

INTRODUCTION – Services / Customers / Competitors

Low cost flight over all Europe destinations

Concept:

Sales of cheap flight tickets without extra services. Luggage, preferred seat, Insurance Extra Fees Food, drink, duty free Sold on board

Partnership with Hertz car rental, business hotels, phone cards and bus tickets

Target customers: Social Class Middle class Age: between 15 – 64 years Type of travel: private purpose, small and starting business.

Competitors:

Market leader in the intra-European low-cost airline . Main competitors: Easyjet, Air

Berlin.. Threat of new entrants is very high

INTRODUCTION – Marketing Mix

Product

Flying people to Europeat Low Cost

Price

Lower prices on theMarket

Place

Online booking

Promotion

In house advertising

People

Young Pilot& Airline Crew

Physical Evidence

Decentralized Airport

Process

Payable extra services

Marketing Research

GAP 1: Not knowing what customers expect

Low cost doesn't mean bad customer service expectation

Lack of Marketing Research and Segmentation

Old gap that has been improved

Allocated seats Quiet flight

GAP 2: Not having the right service quality design

Website Platform

Customer support Expansive extra service

GAP 3: Not delivering according to service designs

CEO, Michael O’Leary

Bad condition for employee Result

Not professional customer carMinimum training

Frustrated employee

GAP 4: Not matching performance to promises

Cheapest flight

ACTUAL FACTSPROMISED

Raised of the initial price with all extra fees and tax

Big cities airport location Airport located far away from chosen destination

Recommendations

Focus on positive Customer experience

Deeper marketing research

Improvement of employees condition and Professional training

Relationship Marketing

Additional free features – Added value with little details

Conclusion

Low cost flight does also means Professional service !

Positive customer experience Key of success

Change of the CEO attitude Toward employees and PR

THANK YOU !!