Weitere ähnliche Inhalte Ähnlich wie Ryanair: Digital and Traditional Marketing Integration (20) Mehr von Online Marketing in Galway (20) Kürzlich hochgeladen (20) Ryanair: Digital and Traditional Marketing Integration 2. © Ryanair 2014
E u r o p e ’ s F a v o u r i t e A i r l i n e
Europe’s Lowest Fares/Lowest Unit Costs
Europe’s No 1, Traffic – 86m (No 1 or 2 in most markets)
Europe’s No 1, Coverage – 69 Bases
Europe’s No 1, C’mer Service – Low Fares/On-time/Bags/Canx
– Always Getting Better/Digital rollout
Fwd bookings & Ld factors rising since Sept 13
Aircraft orders (180 NG’s & up to 200 MAX’s) deliver 150mpa by FY24
Unblemished 30 year Safety Record
World’s highest rated airline, BBB+, S&P and Fitch
3. © Ryanair 2014
No 1 For Coverage
69 bases
186 airports
30 countries
1,600+ routes
86m c’mers p.a.
304 a/c – all 737-800’s
Newest fleet (< 5 Yrs)
180 Boeing NG order
New 200 Boeing MAX order
4. St rong Market Pos i t ion
Country (Cap m’s) No. 1 No. 2
UK (115)
Germany (112)
Spain (103)
Italy (84)
France (73)
Portugal (20)
Belgium (17)
Ireland (16)
Poland (14)
Morocco (11)
RYA Share
13%
4%
18%
21%
6%
13%
21%
40%
27%
13%
IAG
Air Berlin
IAG
Alitalia
easyJet
TAP
SN Brussels
Aer Lingus
LOT
easyjet
Luft
AF- KLM
RAM
Source: 2013 Dep. Seats per Capstats & Diio Mii. Mkt positions adj. for 2014 schedules.
No. 3
Vueling
easyJet
easyJet
Jetairfly
AF-KLM
Wizz
easyJet
© Ryanair 2014 4
5. Groups GDS 1 Corporate GDS 2
Nov 13 Dec 14
© Ryanair 2014
Business
Plus
Extended
Product
Winter 14
& new bases
Summer 15
& new routes
Sep 14
Campaign
#1
Airport
Rebrand
Campaign
#2
Better
Brand
Quiet
Flights
2nd Free
Bag
Fees
Cut
Allocated
seats
Better
Service
PED
use
New
Distribution
Google
Flight
Website
V1
My
Ryanair
Website
V2
App
V1
Better
Digital
App
V2
Always Get t ing Bet ter
6. © Ryanair 2014
Cus tomer Exper ience Improv ing
6
RECAPTCHA scrapped
24hr grace period
Quiet flights (early AM, late PM)
2nd free small carry on bag
B’rding card reissue & bag fees cut
New Groups & Corp. Travel Dept.
Allocated seating
New PayPal partnership
7. Simpler website (17 to 5 clicks)
“My Ryanair”, c’mer registration
“Fare Finder”, great response
GDS (Galileo/Worldspan) for business agents
New mobile app for smart phones
New Business Plus
Continuous IT & digital improvement underway
© Ryanair 2014
Digi tal Exper ience Improv ing
8. © Ryanair 2014
Communications – Old Fashioned Works
Integrated, owned media, digital, paid digital/print, email
9. © Ryanair 2014
Communications – Old Fashioned Works
Nothing drives visits like editorial, TV or Radio
Nothing attracts finance like traditional media
1000’s of print and TV outlets
Very few journalists
A hunger for simple stories with hooks
Invest in a good Mic, good webcam, good about us page
10. © Ryanair 2014
Communications strategy
Clarity
Same message for all groups
Reinforce the indicators of success
– Cost control
– Load factor
– Punctuality
– Share price
– Growth story
– ABSOLUTE IMPORTANCE OF INDIVIDUAL CONTRIBUTION
11. The “Ryanair Formula” – Lower fares, lower costs
Low cost, more efficient, bigger aircraft
High people productivity through incentives
Lower maintenance costs on new aircraft
Higher utilisation / lower costs at secondary airports
More flights per day per aircraft
Internet sales of 99% = lowest S&M costs
Profitable ancillary sales reduces costs
Lower costs = lower fares = higher growth & profits
© Ryanair 2014
12. © Ryanair 2014
Cost Reduction
The only competitive advantage is to be the lowest cost
operator
Champion cost control
Celebrate cost reduction
Every cost item is examined
– Highlighters
– Ice
– Stationery
– Distribution / Internet
– Travel
13. © Ryanair 2014
Simplify
The process
The way we manage
The way we communicate
Hinweis der Redaktion Michael