Brand tracker 2012_aug_france
-
Upload
jocelyn-jarnier -
Category
Business
-
view
631 -
download
2
Transcript of Brand tracker 2012_aug_france
easyJet Brand Tracking
France
August 2012
2
Contents
Performance Overview
Overall market: awareness and consideration
Advertising: recall, recognition & message takeout
Purchase drivers & consideration factors
Brand preference & image ratings
Brand engagement and associations
Appendix: market specific
3
Methodology - Fieldwork
The August 2012 fieldwork was conducted using the same question areas as the pre/ post campaign fieldwork done in October/ December 2011. These areas include;
Brand awareness Brand visibility Brand preference and image ratings Brand engagement
• Fieldwork Period; 23rd – 31st August 2012
• Markets
• Lyon• Paris CDG• Paris ORY• Nice (please note this market was not included for the pre/post surveys done in October and
December 2011)• Toulouse(please note this market was not included for the pre/post surveys done in October
and December 2011)
• Interviews achieved; 1253 (250 per market)
4
Methodology – Advert shown
Lyon
Nice
Paris CDG/ Paris ORY
Toulouse
5
Overall summary
• Overall results are in line with the ‘post’ campaign (December 2012) for brand awareness, consideration and ad recall. Results are fairly consistent across all markets; slightly higher overall awareness for Nice and Toulouse.
• Compared to October 2011 (‘pre’) results are up for awareness, consideration and preference for easyJet.
• Correct attribution (to easyJet) of the adverts shown has increased since the new campaign launch; increased familiarity with easyJet news branding.
• easyJet’s brand position in comparison to competitors is similar to previous waves (Air France dominant) but easyJet is clearly stronger than Ryanair and Vueling for all areas.
• Functional and emotional affinity to the brand have continued to improve since October 2011.
• Dominant purchase drivers (for any airline) continue to be destination and flight times.
• Three adjectives to describe easyJet; the most frequently mentioned words are ‘abordable’, ‘jeune’ and ‘simple’.
6
Performance Overview: brand stairway, brand pyramid and time series
7
2006* 2007* 2008* 2009* 2010 2011 (Oct) 2012 +/-
1st mentions 5% (2nd) 4% (2nd) 5% (2nd) 4% (2nd) 6% (2nd) 4% (2nd) 6% (2nd) +2
All spontaneous 24% (2nd) 27% (2nd) 33% (2nd) 32% (2nd) 32% (2nd) 28% (2nd) 33% (2nd) +5
Total awareness 83% (3rd) 88% (3rd) 92% (2nd) 92% (3rd) 93% (2nd) 88% (2nd) 92% (2nd) +4
Consider at all - leisure 40% (2nd) 37% (2nd) 39% (2nd) 35% (2nd) 40% (2nd) 36% (2nd) 42% (2nd) +6
Prefer - leisure 7% (2nd) 7% (2nd) 6% (2nd) 6% (2nd) 7% (2nd) 7% (2nd) 9% (2nd) +2
Consider at all - business 23% (3rd) 16% (3rd) 15% (3rd) 14% (3rd) 20% (3rd) 19% (3rd) 22% (3rd) +3
Prefer - business 5% (3rd) 4% (3rd) 3% (3rd) 4% (3rd) 6% (3rd) 7% (2nd) 4% (3rd) -3
Ever flown - leisure 21% (2nd) 22% (2nd) 26% (2nd) 24% (2nd) 30% (2nd) 26% (2nd) 32% (2nd) +6
Flown in the last 12 months - leisure 12% (2nd) 14% (4th) 17% (2nd) 16% (2nd) 19% (2nd) 17% (2nd) 21% (2nd) +4
Ever flown - business 15% (3rd) 14% (4th) 14% (3rd) 15% (3rd) 21% (3rd) 15% (2nd) 22% (3rd) +7
Flown in the last 12 months - business 9% (2nd) 8% (3rd) 8% (2nd) 8% (3rd) 13% (2nd) 8% (2nd) 11% (3rd) +3
Functional affinity N/A N/A 20% (2nd) 19% (2nd) 22% (2nd) 21% (2nd) 27% (2nd) +6
Emotional Affinity N/A N/A 9% (2nd) 8% (2nd) 11% (2nd) 8% (2nd) 13% (2nd) +5
Care5.42 (3rd) 5.38 (3rd) 5.43 (3rd) 5.44 (3rd) 5.44 (4th) 5.46 (3rd) 5.53 (3rd) +0.07
Low cost7.02 (1st) 7.13 (1st) 6.92 (1st) 6.82 (1st) 6.89 (1st) 6.75 (1st) 6.75 (1st) 0
Convenience 6.06 (2nd) 6.05 (2nd) 6.02 (2nd) 5.96 (3rd) 6.02 (2nd) 6.02 (3rd) 6.13 (3rd) +0.11
Say good things 38% (3rd) 40% (3rd) 39% (2nd) 36% (2nd) 38% (3rd) 32% (3rd) 37% (3rd) +5
Say bad things 18% (3rd) 17% (4th) 14% (4th) 13% (4th) 16% (4th) 22% (4th) 24% (4th) +2
Spontaneous 11% (2nd) 11% (2nd) 13% (2nd) 10% (2nd) 12% (2nd) 5% (1st) 8% (3rd) +3
Total awareness 33% (2nd) 30% (2nd) 33% (2nd) 28% (2nd) 33% (2nd) 19% (1st) 24% (2nd) +5
easyJet Overview - France
All ranking is based on 5 main competitors for that wave/ Green = better than Ryanair/ Red = worse than Ryanair
* Main competitor bmibaby instead of Vueling
Awareness
Consideration
Usage
Brand Affinity
Three Pillars
Word of mouth
Advertising awareness
8
Brand Stairways Definition
‘Yes’ to at least 3 of the emotional statements (emotional affinity)
Consideration
Awareness
Score of 6+ for at least 10 ‘knowledge’ statements (functional affinity)
Brand Consideration
Prompted + Spontaneous Awareness
60%
20%
80%
40%
25%loss
33%loss
50%loss
Stairways show conversion from Awareness to Emotional Affinity with brand and losses between each level:
Knowledge statements:
• Works hard to ensure safety• Having a young and fresh image• Offering good value for money• Flying from locations convenient for me• Having polite and courteous staff• Offering low fares• Easy to use online booking system• Running flights on time• Being market leaders• Ease of check-in• Strives to be environmentally friendly • Ease of boarding• Onboard seat comfort• Cares about it’s customers
Emotional statements:
• I really care about this airline• I feel very loyal to this airline• Is a brand for me• Is a brand I trust• Applies to none of the airlines• This airline suits my lifestyle• This airline is not my sort of airline
9
10%
2%
32%
5%
69%loss
50%loss
60%loss
Vueling
42%
13%
92%
27%
54%loss
36%loss
52%loss
easyJet
77%
45%
99%
58%
22%loss
25%loss
22%loss
Air France
34%
10%
88%
23%
57%loss
British Airways
Awareness Consideration Functional affinity Emotional affinity
26%
6%
85%
16%
63%loss
Ryanair
Brand Stairway – Key competitors/ France
Performance Overview
69%loss
38%loss
61%loss
32%loss
10
Performance Overview
Brand Stairway – easyJet by Market
Awareness Consideration Functional affinity Emotional affinity
53%
14%
96%
32%
45%loss
40%loss
56%loss
Toulouse
53%
17%
93%
35%
43%loss
34%loss
51%loss
Lyon
53%
16%
96%
35%
45%loss
34%loss
54%loss
Nice
45%
13%
94%
28%
54%loss
Paris ORY
44%
13%
95%
28%
54%loss
Paris CDG
54%loss
36%loss
52%loss
38%loss
11
Customer in last 12
months21 51 6 11 3
% loss 34 26 63 45 40
Customer 32 69 16 20 5
% loss 24 10 53 23 50
Consideration 42 77 34 26 10
% loss 54 22 61 69 69
Awareness 92 99 88 85 32
easyJet Air France
British Airways
Ryanair Vueling
* France as defined by these specific markets
Summary of awareness / consideration / usage – Overall
Performance Overview
12
easyJet Over time: Awareness, Consideration & Usage - France
12Base: All
Apr-06 Oct-06 Apr-07 Oct-07 Apr-08 Oct-08 Apr-09 Oct-09 Apr-10 Oct-10 Jun-11 Oct-11 Dec-11 Aug-12
8783
88 8893 92 94 92 91 93
88 8891 92
4340
3437
4239
51
35
4540 38 36 37
42
19 21 22 2226 26
31
24
3430 33
2632 32
10 12 14 1418 17
2116
2219
2217
21 21
Awareness Consideration Customer Customer in the last 12 months
%
Performance Overview
13
easyJet over time: Brand Affinity - France
20
29
19
2522 22 21 23
27
9
15
8
1411 10 8 10
13
Oct-08 Apr-09 Oct-09 Apr-10 Oct-10 Jun-11 Oct-11 Dec-12 Aug-12
%
Functional affinity Emotional Affinity
Performance Overview
Base: All
14
easyJet over time: Three Pillars - France
Apr-06 Oct-06 Apr-07 Oct-07 Apr-08 Oct-08 Apr-09 Oct-09 Apr-10 Oct-10 Jun-11 Oct-11 Dec-11 Aug-12
5.28 5.425.15
5.38 5.29 5.43 5.54 5.44 5.57 5.44 5.55 5.46 5.44 5.53
7.17 7.02 7.06 7.136.9 6.92 6.92 6.82 6.91 6.89 6.83 6.75 6.72 6.75
5.95 6.06 5.93 6.05 6.05 6.02 6.21 5.96 6.17 6.02 6.05 6.02 6.04 6.13
Care Low cost Convenience
Performance Overview
Base: All
15
Overall Market: awareness and consideration
16
Brand Awareness – All airlines
Pre Oct-11 Post Dec-11 Aug-12 Pre Oct-11 Post Dec-11 Aug-12 Pre Oct-11 Post Dec-11 Aug-12
4 6 6
79 77 76
2 2 3
24 25 27
12 14 14
15 1620
6060 59
8 8 9
65 6463
Prompted
Spontaneous - other mention
Spontaneous - 1st mention
%
easyJet Air France Ryanair
Base: All respondents: 750 / 750 / 1253 / Please note NCE and TLS included in the sample for August 2012
Awareness relatively consistent for all airlines. Slight increase in spontaneous for both easyJet and Ryanair compared to December
Brand Awareness and Consideration
17
-11 -13 -11 -16 -14 -14 -14 -12 -14
7 5 9
56 55 53
2 6 3
29 3233
26 24 24
2323
23
Consider us-ing
Prefer using
Least like to use
Leisure brand consideration/ preference
Base: All aware airlines/ Please note NCE and TLS included in sample for August 2012
%
easyJet
Air France
Ryanair
Preference for easyJet increased, and now notably higher than easyJet.
Brand Awareness and Consideration
Pre Oct-11 Post Dec-11 Aug-12 Pre Oct-11 Post Dec-11 Aug-12 Pre Oct-11 Post Dec-11 Aug-12
18
Advertising: recall, recognition and message take out
19
Ad Recall
Pre Oct-11 Post Dec-11 Aug-12 Pre Oct-11 Post Dec-11 Aug-12 Pre Oct-11 Post Dec-11 Aug-12
5 7 8
4637
23
2 3 3
1315 16
13
13
11
9 9 9
Prompted
Spontaneous %
easyJet Air France Ryanair
Base: All respondents: 750 / 750 / 1253
Spontaneous and prompted ad recall slightly up for easyJet again. Ad recall continues to decline for Air France
Advertising recall and recognition
20
Source of Ad Recall - easyJet
Pre Oct-11 Post Dec-11 Aug-12
40
3438
9 96
35
26 2724
29 30
12
2016
4641 40
6
1611
23 24
13127 8
16
2521
3
Airport Direct mail Email Magazine
Newspaper Online/websites Posters roadside Posters underground/railway
Other railway advertising Radio TV
%
Base: All recall advertising for easyJet
Relatively similar pattern to December 2011 – the majority of ad recall is from the airport or online. Magazine and TV recall remain higher than October 2011.
Advertising recall and recognition
21
Pre Oct-11 Post Dec-11 Aug-12 Lyon Nice Paris CDG Paris ORY Toulouse
1610
1317 15 15 15 15
6
1011
1111
8 10 8
1311
12
Recognise as easyJet Recognise but not as easyJet Claim seen others in same style
Ad Recognition – branded / unbranded
Base: All respondents: 750/ 750/ 1253 Base: Lyon 453/ Nice 307/ Paris CDG 900/ Paris ORY 823/ Toulouse 373
Recognition level slightly improved again; and correct attribution to easyJet has improved as familiarity increases.
Advertising recall and recognition
22
Message Take-out (looking at branded advertising)
easyJet is different to others
Left me with a good feeling about easyJet
Told me something new about easyJetFits with my image of easyJet
Made me more interested in using easyJet
0
20
40
60
80
Pre Post (any execution) Aug-12
Base: All recognise and correctly attribute any easyJet advertising: 123: 75; 164
% Agreeing (Strongly/Slightly)
Message takeout amongst those who correctly attribute the advertising to easyJet – increasingly saying told them something new and ‘left me with a good feeling’
Advertising Impact
Message Take-out (looking at branded advertising)
23
Message Take-out (looking at branded advertising)
Enjoyed watching/looking at the ad
I did not find the ad interesting
Tired of seeing this adIt looks like typical airline advertising
Didn't understand what the ad was trying to say
0
20
40
60
80
Pre Post (any execution) Aug-12
% Agreeing (Strongly/Slightly)
Base: All recognise and correctly attribute any easyJet advertising / 123; 75; 164
More enjoyed looking at the ad, however more feel it looks like typical airline advertising compared to October 2011.
Advertising Impact
24
Message Take-out (looking at branded advertising)
easyJet cares about me
easyJet connects me to people and places I want to see
easyJet understands why I want to travel
With easyJet, I can enjoy great experiences in Europe 0
20
40
60
80
100
Pre Post (any execution) Aug-12
% Agreeing (Strongly/Slightly)
Base: All recognise and correctly attribute any easyJet advertising / 123 : 75: 164
Advertising Impact
25
Campaign response – Action claimed
Those who did nothing continues to decline. Slight increase in those going to the easyJet website and those who talked about taking a flight with easyJet with friends/ colleagues.
Advertising Impact
I talked about the advertising with others
I searched for more information on internet blogs or consumer review sites
I looked for more information by using a search engine such as Google
I talked about taking a flight with easyJet with friends or colleagues
I went to the easyJet website
I didn't do anything
11%
12%
15%
8%
31%
45%
12%
11%
17%
13%
31%
43%
14%
13%
12%
16%
33%
41%Aug-12
Post Dec-11
Pre Oct-11
Base: All recognise and correctly attribute any easyJet advertising / 123 : 75: 164
26
Call to actionOverall, to what extent are you more likely to purchase from easyJet having seen this advertising?
Pre Oct-11 Post Dec-11 Aug-12
3 1 21 7 1
39 3134
3739 41
20 23 23 Much more likely
A little more likely
Neither/nor
A little less likely
Much less likely
%
Those likely to purchase continues to remain higher since the launch of the new campaign.
Advertising Impact
Base: All recognise and correctly attribute any easyJet advertising / 123 : 75: 164
27
From this…
…to this
Most common words used in descriptions of main message
Advertising Impact
…to this
28
Three adjectives to describe easyJet
Advertising Impact
Base: All August 2012
29
Purchase Drivers & Consideration Factors
30
Purchase Drivers – Main reason (for last flight)
Don’t know
Wasn’t responsible for choice of airline
Seating allocation
Baggage allowance
Ease of boarding
A personal recommendation
Friendly/ helpful staff
On-board seat comfort
Loyalty programme
Ease of check-in
Being a national carrier
Punctuality/ OTP
Airlines safety record
Quality of in-flight service
Having an online booking system
Previous experience of airline
Fly to destinations I wanted
Having convenient flight times
2%
13%
1%
2%
2%
2%
3%
3%
3%
4%
5%
5%
6%
6%
6%
8%
12%
17%
%
Base: All
Convenience of flight times and location continue to be the dominant purchase drivers. OTP and being a national carrier (added this wave) both most important for 5% of respondents.
Advertising recall and recognition
31
Purchase Drivers – All other reasons (for last flight)
Base: All
Looking at all other reasons mentioned; destination and time of flights still dominate. Quality is also important for a quarter of respondents. Personal recommendation (added this wave) is seen as relatively unimportant.
Advertising recall and recognition
None of these
A personal recommendation
Loyalty programme
Seating allocation
Being a national carrier
Baggage allowance
Ease of boarding
On-board seat comfort
Punctuality/ OTP
Friendly/ helpful staff
Ease of check-in
Airlines safety record
Previous experience of airline
Having an online booking system
Quality of in-flight service
Having convenient flight times
Fly to destinations I wanted
3%
5%
8%
10%
10%
14%
16%
16%
17%
19%
23%
23%
24%
25%
26%
27%
28%%
32
Consideration factors – easyJet specific
Base: All who consider; 529
Motivation to consider easyJet is dominated by price, followed by flight schedule/ convenience. Again personal recommendation is seen as a relatively low consideration factor in comparison to others.
Advertising recall and recognition
Other
Personal recommendation
Loyalty programme
On-board seat comfort
Friendly/ helpful staff
Quality of inflight service
Airlines safety record/ reputation
Previous experience of airline
Punctuality/ OTP
Flight schedule/ convenient flight times
Price
2%
12%
12%
17%
22%
23%
26%
27%
30%
49%
85%
%
33
Brand Preference & Image Ratings: Image RatingsRating of airlines for care, in-flight and corporate issues - Please rate, where 10 means excellent and 1 means very poor
34
The following charts illustrate how respondents rate each airline and consequently where easyJet stands out from its competitors by the ‘shape’ of each airline. Overall take-outs: some variation by market but on the whole …
Care Flight Specific Corporate
Three pillars…
Overview – France
In comparison to Air France and BA easyJet
has a relatively low score for all these measures but
tends to be better both than Ryanair and
Vueling.
Air France is rated best for all measures.
easyJet relatively strong for easy to use online booking and flies from
convenient locations for me.
easyJet ahead of Ryanair for boarding,
check-in and punctuality.
easyJet still strongest for good value and low cost.
Air France now dominant in all markets for being
market leaders and environmentally friendly, easyJet still behind BA but moving away from
Ryanair for being market leaders
easyJet still low for Care perceptions, remains ahead of Ryanair and similar to Vueling. Still strongest for low cost image and, although Air France dominates, is relatively strong
for convenience (tend to be just behind BA).
Brand Preference & Image Ratings
35
4
6
8
Cares about me as a customer
Polite and courteous staff
Onboard seat com-fort
Works hard to ensure safety
Flies to the desti-nations I want
Comprehensive European network
easyJet Air France British Airways Ryanair Vueling
Brand Preference & Image Ratings
Image rating/ care – Lyon by airlines
Base: August ’12/ All Lyon aware of advertising for airline – easyJet (418), Air France (443), British Airways (411), Ryanair (390), Vueling (146).
Mean score
36
4
6
8Ease of boarding
Ease of check-in
Easy to use online booking
Runs flights on time
Flies from conve-nient locations for
me
easyJet Air France British Airways Ryanair Vueling
Brand Preference & Image Ratings
Image rating/ flight specific – Lyon by airlines
Mean score
Base: August ’12/ All Lyon aware of advertising for airline – easyJet (418), Air France (443), British Airways (411), Ryanair (390), Vueling (146).
37
4
6
8Is a market leader
Strives to be envi-ronmentally friendly
Young and fresh image
Low fares
Good value for money
easyJet Air France British Airways Ryanair Vueling
Brand Preference & Image Ratings
Image rating/ corporate – Lyon by airlines
Mean score
Base: August ’12/ All Lyon aware of advertising for airline – easyJet (418), Air France (443), British Airways (411), Ryanair (390), Vueling (146).
38
4
6
8Low cost
CareConvenience
easyJet Air France British Airways Ryanair Vueling
Brand Preference & Image Ratings
Brand rating/ Three Pillars – Lyon by airlines
Mean score
Base: August ’12/ All Lyon aware of advertising for airline – easyJet (418), Air France (443), British Airways (411), Ryanair (390), Vueling (146).
39
4
6
8Cares about me as
a customer
Polite and courteous staff
Onboard seat com-fort
Works hard to ensure safety
Flies to the desti-nations I want
Comprehensive European network
easyJet Air France British Airways Ryanair Vueling
Brand Preference & Image Ratings
Image rating/ care – Nice by airlines
Base: August ’12/ All Nice aware of advertising for airline – easyJet (296), Air France (303), British Airways (287)Ryanair (269), Vueling (118)
Mean score
40
4
6
8Ease of boarding
Ease of check-in
Easy to use online booking
Runs flights on time
Flies from conve-nient locations for
me
easyJet Air France British Airways Ryanair Vueling
Brand Preference & Image Ratings
Image rating/ flight specific – Nice by airlines
Mean score
Base: August ’12/ All Nice aware of advertising for airline – easyJet (296), Air France (303), British Airways (287)Ryanair (269), Vueling (118)
41
4
6
8Is a market leader
Strives to be envi-ronmentally friendly
Young and fresh image
Low fares
Good value for money
easyJet Air France British Airways Ryanair Vueling
Brand Preference & Image Ratings
Image rating/ corporate – Nice by airlines
Mean score
Base: August ’12/ All Nice aware of advertising for airline – easyJet (296), Air France (303), British Airways (287)Ryanair (269), Vueling (118)
42
4
6
8Low cost
CareConvenience
easyJet Air France British Airways Ryanair Vueling
Brand Preference & Image Ratings
Brand rating/ Three Pillars – Nice by airlines
Mean score
Base: August ’12/ All Nice aware of advertising for airline – easyJet (296), Air France (303), British Airways (287)Ryanair (269), Vueling (118)
43
4
6
8
Cares about me as a customer
Polite and courteous staff
Onboard seat com-fort
Works hard to ensure safety
Flies to the desti-nations I want
Comprehensive European network
easyJet Air France British Airways Ryanair Vueling
Brand Preference & Image Ratings
Image rating/ care – Paris CDG by airlines
Base: August ’12/ All Paris CDG aware of advertising for airline – easyJet (851), Air France (881), British Airways (823) Ryanair (808), Vueling (342)
Mean score
44
4
6
8Ease of boarding
Ease of check-in
Easy to use online booking
Runs flights on time
Flies from conve-nient locations for
me
easyJet Air France British Airways Ryanair Vueling
Brand Preference & Image Ratings
Image rating/ flight specific – Paris CDG by airlines
Mean score
Base: August ’12/ All Paris CDG aware of advertising for airline – easyJet (851), Air France (881), British Airways (823) Ryanair (808), Vueling (342)
45
4
6
8Is a market leader
Strives to be envi-ronmentally friendly
Young and fresh image
Low fares
Good value for money
easyJet Air France British Airways Ryanair Vueling
Brand Preference & Image Ratings
Image rating/ corporate – Paris CDG by airlines
Mean score
Base: August ’12/ All Paris CDG aware of advertising for airline – easyJet (851), Air France (881), British Airways (823) Ryanair (808), Vueling (342)
46
4
6
8Low cost
CareConvenience
easyJet Air France British Airways Ryanair Vueling
Brand Preference & Image Ratings
Brand rating/ Three Pillars – Paris CDG by airlines
Mean score
Base: August ’12/ All Paris CDG aware of advertising for airline – easyJet (851), Air France (881), British Airways (823) Ryanair (808), Vueling (342)
47
4
6
8
Cares about me as a customer
Polite and courteous staff
Onboard seat com-fort
Works hard to ensure safety
Flies to the desti-nations I want
Comprehensive European network
easyJet Air France British Airways Ryanair Vueling
Brand Preference & Image Ratings
Image rating/ care – Paris ORY by airlines
Base: August ’12/ All Paris ORY aware of advertising for airline – easyJet (770), Air France (806), British Airways (753) Ryanair (724), Vueling (315)
Mean score
48
4
6
8Ease of boarding
Ease of check-in
Easy to use online booking
Runs flights on time
Flies from conve-nient locations for
me
easyJet Air France British Airways Ryanair Vueling
Brand Preference & Image Ratings
Image rating/ flight specific – Paris ORY by airlines
Mean score
Base: August ’12/ All Paris ORY aware of advertising for airline – easyJet (770), Air France (806), British Airways (753) Ryanair (724), Vueling (315)
49
4
6
8Is a market leader
Strives to be envi-ronmentally friendly
Young and fresh image
Low fares
Good value for money
easyJet Air France British Airways Ryanair Vueling
Brand Preference & Image Ratings
Image rating/ corporate – Paris ORY by airlines
Mean score
Base: August ’12/ All Paris ORY aware of advertising for airline – easyJet (770), Air France (806), British Airways (753) Ryanair (724), Vueling (315)
50
4
6
8Low cost
CareConvenience
easyJet Air France British Airways Ryanair Vueling
Brand Preference & Image Ratings
Brand rating/ Three Pillars – Paris ORY by airlines
Mean score
Base: August ’12/ All Paris ORY aware of advertising for airline – easyJet (770), Air France (806), British Airways (753) Ryanair (724), Vueling (315)
51
4
6
8
Cares about me as a customer
Polite and courteous staff
Onboard seat com-fort
Works hard to ensure safety
Flies to the desti-nations I want
Comprehensive European network
easyJet Air France British Airways Ryanair Vueling
Brand Preference & Image Ratings
Image rating/ care – Toulouse by airlines
Base: August ’12/ All Toulouse aware of advertising for airline – easyJet (355), Air France (370), British Airways (339) Ryanair (326), Vueling (154)
Mean score
52
4
6
8Ease of boarding
Ease of check-in
Easy to use online bookingRuns flights on time
Flies from conve-nient locations for
me
easyJet Air France British Airways Ryanair Vueling
Brand Preference & Image Ratings
Image rating/ flight specific – Toulouse by airlines
Mean score
Base: August ’12/ All Toulouse aware of advertising for airline – easyJet (355), Air France (370), British Airways (339) Ryanair (326), Vueling (154)
53
4
6
8Is a market leader
Strives to be envi-ronmentally friendly
Young and fresh image
Low fares
Good value for money
easyJet Air France British Airways Ryanair Vueling
Brand Preference & Image Ratings
Image rating/ corporate – Toulouse by airlines
Mean score
Base: August ’12/ All Toulouse aware of advertising for airline – easyJet (355), Air France (370), British Airways (339) Ryanair (326), Vueling (154)
54
4
6
8Low cost
CareConvenience
easyJet Air France British Airways Ryanair Vueling
Brand Preference & Image Ratings
Brand rating/ Three Pillars – Toulouse by airlines
Mean score
Base: August ’12/ All Toulouse aware of advertising for airline – easyJet (355), Air France (370), British Airways (339) Ryanair (326), Vueling (154)
55
Brand Engagement & Associations: Emotional EngagementLevel of emotive engagement and associated attributes – Please indicate which statement applies to each airline
56
Although Air France dominates, easyJet is now always 2nd for ‘Suits my lifestyle’ and ‘Loyalty’
Stronger than low cost rivals for Trust and ‘I really care
about…’
Highest (after Ryanair) for ‘not my sort of airline’.
Suits my lifestyle
A brand I trust
A brand for me
I feel very loyal towards this airline
I really care about this airline
The following charts illustrate how respondents engage with each airline. They show where easyJet stands out from its competitors by the ‘shape’ of each airline. This varies by market but the positives and negatives for easyJet are generally as follows…
Brand Engagement and Associations
Negatives…
Positives…
57
0
20
40
60
80
100Is a brand I trust
Is a brand for me
I feel very loyal to this airline
I really care about this airline
This airline suits my lifetsyle
This airline is not my sort of airline
easyJet Air France British Airways Ryanair Vueling
57
%
Brand Engagement and Associations
Emotional engagement – Lyon by airlines
Base: August ’12/ All Lyon aware of advertising for airline – easyJet (418), Air France (443), British Airways (411), Ryanair (390), Vueling (146).
58
0
20
40
60
80
100Is a brand I trust
Is a brand for me
I feel very loyal to this airline
I really care about this airline
This airline suits my lifetsyle
This airline is not my sort of airline
easyJet Air France British Airways Ryanair Vueling
58
%
Brand Engagement and Associations
Emotional engagement – Nice by airlines
Base: August ’12/ All Nice aware of advertising for airline – easyJet (296), Air France (303), British Airways (287)Ryanair (269), Vueling (118)
59
0
20
40
60
80
100Is a brand I trust
Is a brand for me
I feel very loyal to this airline
I really care about this airline
This airline suits my lifetsyle
This airline is not my sort of airline
easyJet Air France British Airways Ryanair Vueling
59
%
Brand Engagement and Associations
Emotional engagement – Paris CDG by airlines
Base: August ’12/ All Paris CDG aware of advertising for airline – easyJet (851), Air France (881), British Airways (823) Ryanair (808), Vueling (342)
60
0
20
40
60
80
100Is a brand I trust
Is a brand for me
I feel very loyal to this airline
I really care about this airline
This airline suits my lifetsyle
This airline is not my sort of airline
easyJet Air France British Airways Ryanair Vueling
60
%
Brand Engagement and Associations
Emotional engagement – Paris ORY by airlines
Base: August ’12/ All Paris ORY aware of advertising for airline – easyJet (770), Air France (806), British Airways (753) Ryanair (724), Vueling (315)
61
0
20
40
60
80
100Is a brand I trust
Is a brand for me
I feel very loyal to this airline
I really care about this airline
This airline suits my lifetsyle
This airline is not my sort of airline
easyJet Air France British Airways Ryanair Vueing
61
%
Brand Engagement and Associations
Emotional engagement –Toulouse by airlines
Base: August ’12/ All Toulouse aware of advertising for airline – easyJet (355), Air France (370), British Airways (339) Ryanair (326), Vueling (154)
62
Brand Engagement & Associations: Associated AttributesPlease indicate which statement applies to each airline
63
Remain dominant for Innovative, Young and
Approachable
Knowledgeable - although lower than national carriers, higher than low cost rivals
Always 2nd highest for Dishonest in Paris (but still
behind Ryanair)
Innovative
Young
Approachable
Friendly
Old Fashioned
Dishonest
Caring
Brand Engagement and Associations
Negatives…
Positives…
The following charts illustrate which of the below are associated with different airlines. They show where easyJet stands out from its competitors by the ‘shape’ of each airline. This varies by market but the positives and negatives for easyJet are generally as follows…
Knowledge
64 64
0
20
40
60
80
100Old fashioned
Innovative
Young
Approachable
Caring
Dishonest
Friendly
Knowledgeable
easyJet Air France British Airways Ryanair Vueling
%
Brand Engagement and Associations
Associated attributes – Airlines by Lyon
Base: August ’12/ All Lyon aware of advertising for airline – easyJet (418), Air France (443), British Airways (411), Ryanair (390), Vueling (146).
65 65
0
20
40
60
80
100Old fashioned
Innovative
Young
Approachable
Caring
Dishonest
Friendly
Knowledgeable
easyJet Air France British Airways Ryanair Vueling
%
Brand Engagement and Associations
Associated attributes – Airlines by Nice
Base: August ’12/ All Nice aware of advertising for airline – easyJet (296), Air France (303), British Airways (287)Ryanair (269), Vueling (118)
66 66
0
20
40
60
80
100Old fashioned
Innovative
Young
Approachable
Caring
Dishonest
Friendly
Knowledgeable
easyJet Air France British Airways Ryanair Vueling
%
Brand Engagement and Associations
Associated attributes – Airlines by Paris CDG
Base: August ’12/ All Paris CDG aware of advertising for airline – easyJet (851), Air France (881), British Airways (823) Ryanair (808), Vueling (342)
67 67
0
20
40
60
80
100Old fashioned
Innovative
Young
Approachable
Caring
Dishonest
Friendly
Knowledgeable
easyJet Air France British Airways Ryanair Vueling
%
Brand Engagement and Associations
Associated attributes – Airlines by Paris ORY
Base: August ’12/ All Paris ORY aware of advertising for airline – easyJet (770), Air France (806), British Airways (753) Ryanair (724), Vueling (315)
68 68
0
20
40
60
80
100Old fashioned
Innovative
Young
Approachable
Caring
Dishonest
Friendly
Knowledgeable
easyJet Air France British Airways Ryanair Vueling
%
Brand Engagement and Associations
Associated attributes – Airlines by Toulouse
Base: August ’12/ All Toulouse aware of advertising for airline – easyJet (355), Air France (370), British Airways (339) Ryanair (326), Vueling (154)
69
Appendix: market specific results
70
Customer in last 12 months
28 51 7 11 2
% loss 30 25 63 45 60
Customer 40 68 19 20 5
% loss 25 13 55 33 50
Consideration 53 78 42 30 10
% loss 43 21 54 66 69
Awareness 93 99 91 87 32
easyJet Air France
British Airways
Ryanair Vueling
Performance Overview
Summary of awareness / consideration / usage – Lyon
71
Customer in last 12
months26 60 10 13 4
% loss 35 20 57 46 33
Customer 40 75 23 24 6
% loss 25 7 52 29 50
Consideration 53 81 48 34 12
% loss 45 18 48 62 68
Awareness 96 99 93 89 38
easyJet Air France
British Airways
Ryanair Vueling
Performance Overview
Summary of awareness / consideration / usage – Nice
72
Customer in last 12
months21 52 6 13 3
% loss 36 27 67 41 50
Customer 33 71 18 22 6
% loss 25 10 54 27 50
Consideration 44 79 39 30 12
% loss 54 21 58 67 68
Awareness 95 100 92 91 38
easyJet Air France
British Airways
Ryanair Vueling
Performance Overview
Summary of awareness / consideration / usage –Paris CDG
73
Customer in last 12
months21 53 6 12 4
% loss 36 25 67 45 43
Customer 33 71 18 22 7
% loss 27 10 54 27 46
Consideration 45 79 39 30 13
% loss 52 20 58 66 66
Awareness 94 99 92 89 38
easyJet Air France
British Airways
Ryanair Vueling
Performance Overview
Summary of awareness / consideration / usage –Paris ORY
74
Customer in last 12
months24 56 8 14 2
% loss 38 21 58 39 60
Customer 39 71 19 23 5
% loss 26 13 54 32 64
Consideration 53 82 41 34 14
% loss 45 18 55 62 67
Awareness 96 100 91 89 42
easyJet Air France
British Airways
Ryanair Vueling
Performance Overview
Summary of awareness / consideration / usage –Toulouse
75
Oct '11 Dec '11 Aug '12 Oct '11 Dec '11 Aug '12 Oct '11 Dec '11 Aug '12 Oct '11 Dec '11 Aug '12
4 6 6 7 9 8 4 4 5 4 4 4
2425 27
31 30 29
24 27 26 26 28 27
6060 59
60 54 57
6261 65
61 61 63
Prompted
Spontaneous - other men-tion
Spontaneous - 1st mention
%
75Base: All
Paris CDG Paris ORY
Brand Awareness – easyJet by market by wave
Brand Visibility
LyonTotal France
76
Oct '11 Dec '11 Aug '12 Aug '12 Aug '12
4 6 6 4 6
2425 27 31 31
6060 59
62 59Prompted
Spontaneous - other men-tion
Spontaneous - 1st mention
%
76Base: All
Nice Toulouse
Brand Awareness – easyJet by market by wave
Brand Visibility
Total France
77
Oct '11 Dec '11 Aug '12
Oct '11 Dec '11 Aug '12
Oct '11 Dec '11 Aug '12
Oct '11 Dec '11 Aug '12
5 7 8 9 8 95
8 85
8 7
1315
1617 17 16
14
15 17
1414 18
Prompted
Spontaneous
%
77
Paris CDG Paris ORY
Base: All
Brand Visibility
Advertising Awareness – easyJet by market by wave
LyonAll France
78
Oct '11 Dec '11 Aug '12 Aug '12 Aug '12
5 7 8 7 9
1315
16 18 15
Prompted
Spontaneous
%
78
Toulouse
Base: All
Brand Visibility
Advertising Awareness – easyJet by market by wave
NiceAll France
79
Oct '11 Dec '11 Aug '12 Oct '11 Dec '11 Aug '12 Oct '11 Dec '11 Aug '12 Oct '11 Dec '11 Aug '12
-11 -13 -11 -12 -10 -9 -11 -12 -11 -12 -12 -11
7 5 9 8 7 116 5 8 6 5 8
29 3233 37 42
42
31 32
3731 34
38
Consider using
Prefer us-ing
Least like to use
%
79
Paris ORYParis CDG
Brand Preference & Image Ratings
Leisure brand consideration/ preference – easyJet (1)
Base: All aware airlines
LyonAll France
80
Oct '11 Dec '11 Aug '12 Aug '12 Aug '12
-11 -13 -11 -12 -8
7 5 9 10 9
29 3233
43 43
Consider using
Prefer us-ing
Least like to use
%
80
Toulouse
Brand Preference & Image Ratings
Leisure brand consideration/ preference – easyJet (2)
Base: All aware airlines
NiceAll France
81
Oct '11 Dec '11 Aug '12 Oct '11 Dec '11 Aug '12 Oct '11 Dec '11 Aug '12 Oct '11 Dec '11 Aug '12
-11-16 -12 -11 -12 -10 -12 -15 -12 -14 -17
-10
7 4 4 7 3 5 7 4 4 6 6 4
1213
18 1515
2212 14
19 12 15 18
Consider using
Prefer us-ing
Least like to use
%
81
Paris ORYParis CDG
Brand Preference & Image Ratings
Business brand consideration/ preference – easyJet (1)
Base: All business fliers
LyonAll France
82
Oct '11 Dec '11 Aug '12 Aug '12 Aug '12
-11-16 -12 -11 -13
7 4 4 6 6
1213
1824 20
Consider using
Prefer us-ing
Least like to use
%
82
Toulouse
Brand Preference & Image Ratings
Business brand consideration/ preference – easyJet (2)
Base: All business fliers
NiceAll France