Marketing Strategies for Ryanair: A Digital Marketing Campaign

Running head: MARKETING STRATEGIES
Marketing Strategies
Name of the Student
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1MARKETING STRATEGIES
Executive Summary
Ryanair is an airline company based in the United Kingdom that offers
affordable commutation to its customers. The company was established in
1985 and have been providing cost effective services to the customers
ever since. The company has been subject to negative perception
regarding the price as it is assumed that customers associate low quality
with price. A digital marketing campaign has been proposed for
communicating the same to customer community. The company aims to
establish unfiltered communication with the customers and propel the
sales of the ticket in the higher price brackets. A digital marketing has
been proposed for communication of the same.

2MARKETING STRATEGIES
Table of Contents
Aim..............................................................................................................3
Background.................................................................................................3
SWOT analysis.............................................................................................4
Segmentation and Targeting.......................................................................6
Brand positioning analysis...........................................................................7
Brand positioning objectives.......................................................................8
Brand Communication objectives (SMART).................................................9
Digital marketing campaign......................................................................10
Channel selection...................................................................................10
Platform..................................................................................................11
The Message..........................................................................................11
Target audiences....................................................................................12
Impact.......................................................................................................12
Conclusion.................................................................................................12
REFERENCES.............................................................................................14

3MARKETING STRATEGIES
Aim
The aim of the reports is to help analyze the position of Ryanair, in
terms of their brand. Evaluation would include, brand segmentation and
targeting strategy of the company. A SWOT analysis of the company will
be conducted and a digital marketing campaign will be proposed for
boosting the performance of the company.
Background
Ryanair is an airline company that was established in 28th
November, 1984 (Ryanair.com 2019). The airline commenced its services
in 1985. The company is based in Dublin Ireland, with the UK base in
London (Ryanair.com 2019). The company operates in the market by
offering low cost air transport to the market. The main motive of the
organization is realized in their mission statement which states that they
provide low fares and in the process make sustainability favourable for the
customers. The company has adapted an aggressive pricing strategy
which helps them increase and capitalize on consumer satisfaction.
However, the company have not been compromising on the quality of
their service.