Marketing Strategies of EasyJet: A Case Study

Running head: CASE STUDY 1
Case Study
Student’s Name
Institution Affiliation
Date

CASE STUDY 2
EasyJet targets customers that are considered to exhibit substantial potential such as
private and state corporate business travelers who wish to save their time while enjoying high-
quality services and pay for the premium services offered by EasyJet airline services. This is the
sole reason that has made the company command a small market share in the UK market
compared to other airline companies. Ensuring that the customers get satisfied goes a long way
in making sure that they remain loyal in the long-run.
EasyJet is said to serve leisure travelers who happen to spend their holidays and
vacations with their beloved families in countries such as India. EasyJet is also a provider of
other services and facilities such as hotel bookings, prepping for transportation services and
offering insurance services (Beynon-Davies, 2013). With consumer having full knowledge of the
products and services provided by the aircraft industries, they now demand services that are of
high quality at prices termed as cheap and reasonable.
Target, positioning, and segmentation
Though launched in 2016, EasyJet’s generation adverts target strictly an age group that is
more probable to spend their disposable income while taking advantage of the fact that there will
always be ever-cheaper air travel for this specific age group. The actual campaign trail represents
an airline that positions and views itself as being at the center of youthful and easy city breaks.
One of its recent slogans that target the demographic is “why not?”
The international markets exhibit markets that are highly competitive where customers
continuously place increasing importance on the brands, and it is for this reason that EasyJet
strives to establish its image and brand in the airline industry. EasyJet can be said to achieve
milestone successes with regards to branding the quality of its airline services. Based on the past
reports, it has been archived that EasyJet has the most contented and loyal clients in the world.

CASE STUDY 3
EasyJet is a brand name that precedes its reputation. EasyJet has focused its attention on
providing the best quality with regards to airline services to its customers across the globe at low
yet reasonable rates to gain the market share in the global airline industry. Brand positioning is a
very critical concept for the success of any business enterprise including an airline player such as
EasyJet.
As of today, brand positioning can be termed as the most significant and crucial aspect in
people’s lives. When individuals purchase a product or service, they always strive to have an
understanding of the characteristics and any features associated with the product that they will
use. It is a fact that people will use a product or a service that they were once satisfied or
products that they have utmost trust when it comes to using such products.
Currently, the concept of branding has evolved, and this is exhibited by the different
understanding about brands, and the intent is different from the people who came with the idea in
the 19th century. All the brands and ideas have adapted through learning to match the prevailing
circumstances of different times and situations. The significance of brand position cannot be
ignored in any industry with the inclusion of the airline industry. For instance, when it comes to
comparing airline brands, there are huge disparities just like other differences in products such as
computers and clothes.
The people from India are conscious of the image and the social responsibilities of
business ventures (Thompson & Zacher, 2012). It is reported that the Indian market has a wide
array of market players particularly the airline industry who take advantage of the fact that they
not only know the market and the culture of the Indian people but also that they have been able
to create robust brands due to them being in the market for a long time (Thompson & Zacher,
2012). On the other hand, the low-cost airlines in the Indian market have mimicked the business

CASE STUDY 4
model used for low-cost airlines in Europe. For instance, Air Deccan has modeled itself entirely
on the European no-frills carriers such as Ryanair and EasyJet (Morris, 2016). Also, the high
bargaining power of buyers is due to the existence of a variety of low-cost airlines that are fully
serviced. This translates to having Indian customers comparing prices of the various products
making them access product information easily due to the increasing popularity and ability to
access the internet.
The use of language as an integral component of the cultural framework is another crucial
element that requires consideration (Thompson & Zacher, 2012). The use of English as a
language that enjoys significant status for national, political and business communication though
Hindi is a mother tongue of approximately 30 percent of the people in India (Thompson &
Zacher, 2012). India is still grappling with challenges of low literacy levels which translates to
the fact that more than 39 percent of people in India are illiterate (Thompson & Zacher, 2012).
India’s shifting to a consumer society is due to the increasing connectivity that has been widely
attributed to the presence of mobile phones, internet, and the televisions. Also, advertising has
(Thompson & Zacher, 2012) been a significant player on the shift as it has become a critical part
of people’s lives specifically those living in major cities and among those considered as the
growing middle class.
Since the establishment of EasyJet in 1995, the company has witnessed rapid growth with
a profitability index of more than 10 percent annually (Thompson & Zacher, 2012). The concept
of low-cost airlines that are widely regarded as the saver of the one-time ailing of the European
airlines, EasyJet set up a vital enterprise concept to overcome any costs that may be unnecessary.
The operational and marketing traits based on this concept such as the one kind airplane, short-