Agile Marketing at Ryanair

Ryanair

Kenny Jacobs

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CMOSummitOctober2016

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•  Ryanair-Europe’sairline

•  ChangeatRyanair“AlwaysGe5ngBe7er”

•  CMOasanarchitectforgrowth

•  Q&A

Contents

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Travel,Change,Digital,EarnedMedia

Finance,Digital,Google,Data,Brand

Retail,Loyalty,.com,Mobile

Data,Trading,OperaIons

My Rambl ings Today Are Based On…

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•  84bases

•  200airports

•  33countries

•  1,800+routes

•  119mc’mersp.a.

•  353xB737fleet

•  315xB737sonorder

Eur ope ’s No. 1 Coverage

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Europe ’s Lowest Fares

Source:LatestAnnualReports,*includes1checkedbag

Avg.Fare %>Ryanair Ryanair* €46 Wizz* €57 +24% Norwegian €80 +74% easyJet €91 +98% AirBerlin €123 +167% Lu[hansa €226 +391% IAG €230 +400%

AirFrance/KLM €249 +441%

AvgCompeItorFare €151 +228%

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T he Cost Leader = T he Pr ice Leader

Source:LatestAnnualReports

(€perpaxex-fuel) RYA WIZ EZJ NOR AB1 LUVStaff 5 5 10 15 19 48 Airport&Hand. 8 12 22 19 28 9 RouteCharges 6 6 6 8 9 0 Own’ship&maint. 6 14 9 25 31 18 S&Mother 3 3 8 6 29 17 Total(PY) 28(29) 40(39) 55(51) 73(62) 116(107) 92(74) %>Ryanair 43% 96% 161% 314% 230%

Ryanairmrktspendperc’mer€0.15,Easyjet£1.10,BA£6.90

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Europe ’s No. 1 Mar ket Share – 14% of European Mar ket

Note:CapStatsintraEurDeparIngcapacity

Country(Capm)* No.1 No.2 No.3 Share

UK(133) easyJet BA 18%

Germany(124) Lu_ AirBerlin 7%

Spain(120) Vueling Iberia 18%

Italy(91) Alitalia easyJet 27%

CEE(92) Wizz Aegean 15%

Greece(27) Aegean easyJet 15%

Portugal(24) TAP easyJet 20%

Poland(18) LOT Wizz 29%

Ireland(18) AerLingus BA 50%

Belgium(17) Brussels Jetairfly 28%

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•  ChangeatRyanair“AlwaysGekngBeler”


•  Q&A

Contents

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Back To Be ing T he Good Guys Of A i r Trave l

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LowestFares 10/10Reliability 9/10Choiceofdesjnajons 8/10

PrimaryAirports&BusinessSchedules 2/10

Digital(Website,App,Data) 2/10Brand(PR,Social,Adverjsing) 6/10

AirportExperience 5/10InFlightExperience(inc.staff) 6/10

CustomerService(notondayoftravel) 4/10Trust&Transparency 5/10

Needfor

Change

T he 2012 Scorecar d On T he Ryana i r Customer Exper ience

Br and P lan . Made S imple

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Useful

Future

Today

Likeable

Br and P lan . Made S imple

BUT ALWAYS DIFFERENT!!

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Ryana i r In Trans i t ion – From T h is…

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To T h is…

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W ho We ’ re L ike

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ALWAYSGETTTINGBETTER

IMPROVETX

IMPROVEX

IMPROV

EB&M

ALWAYSGETTINGBETTER

Fixthethingsc’mersdon’t

like

Improvethetravel

experience

Improvethedigital

experience

Developtheoffer

Improvethe

brand&markeIng

A lways Gett ing Bet ter

DriveRetenIonandReturns

Everychangeprogramneedsanorthstarandamaptonavigateby

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•  NewWebsite•  ReducedFees•  GDS&Corporates•  BusinessPlus•  Free2ndBag•  AllocatedSeaIng

•  RyanairCarHire•  NewNativeApp•  CustomerCharter•  USWebsite•  Newinteriors•  NewUniforms

Year1 Year2 Year3

•  MyRyanair•  OneFlickPurchase•  Simplifiedbags•  RyanairRooms•  NewLeisurePlus•  RyanairHolidays

3 Year s Of A lways Gett ing Bet ter

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Flights Travel

Acquisijon Retenjon

Passengers Customers

Transacjons Relajonships

Brand Revo lut ion At T he Speed Of F l ight ! From To

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•  Traffic79m119m

•  Loads80%94%

•  Profits€520m€1.3bn

•  Avgfare€46

•  Unitcost€29

2013/14 2016/17

Resu l ts

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•  ChangeatRyanair“AlwaysGe5ngBe7er”


•  Q&A

Contents

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1.  BelikeAldion; -Price -Cost -Quality

2.BelikeAmazonon; -Simplicity -Digital -Data

3.Executefasterthananyone

A Mar ket ing P lan T he F i ts On A Napkin

RyanairMarkeIngStrategy

=LowFares.MadeSimple

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Sk i l l s Of An Ag i le Mar ket ing Leader

OperajonalCan-do

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W hat Matter s More & Less In Mar ket ing

•  Data•  Google•  Operajons•  CS/CX•  Speed•  Measurement

•  Content/social•  Mobile/app

•  Productdevelopment

•  BrandPlans•  BrandAdverjsing•  Loyaltyprogram

•  MediaSpend

•  YourWebsite

•  Sponsorship•  MarketResearch

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Mak ing A CMO Bui l t To Last

Loyalty

Ideas,Creajvity

Brand,CX,Promos

Product,Operajons,Digital,Data

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ExtremeQuality

Rolex

Ryanair

Mar ket ing A Br and T hat Is Known For 1 T h ing Is Eas ier

T

>75%ofbrandsareinthemiddleground

ExtremeDiscounter

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EasyJet

•  ThinkConsumerschoosebrand(€50mmedia)

•  Differenjateonmixofbrand,price,service

•  Markejngcostperpax=€1.10

•  73mpaxp.a./91.6%LF/£490PAT

C lass ic V Cont rar ian Brand Deve lopment

Ryanair

•  Consumerschooseacommodity

•  Differenjatethroughprice

•  Basicbutbe7erservice

•  Markejngcostperpax=€0.16

•  119mpaxp.a./94%LF/€1.3BNPAT

VS

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Q  Markejngislessaboutideas,moreaboutexecujonandspeed

Q  Goodmarkejng,commonsenseandspeedchangedRyanair

Q  Cleardifferenjajon=easiermarkejng

Q  Becarefulwhenmarkejngamiddlegroundbrand

Q  CMOscanarchitectgrowth–whentheyhavetherightskills

Summar y

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FARESFROM

€16.99

BookonRyanair.combeforemidnight,Mon31stOct.TravelNov-Jan

Agile Marketing at Ryanair

Marketing

Transcript of Agile Marketing at Ryanair