Marketing Plan for Oxygen Mask

This marketing plan outlines the strategies and tactics for introducing the Oxygen Mask by EasyJet. It includes segmentation, targeting, positioning, and the marketing mix.

Principle of Sale &
Marketing

Table of Contents
NTRODUCTION ............................................................................................................................3
MAIN BODY...................................................................................................................................3
Marketing Plan............................................................................................................................3
Executive Summary....................................................................................................................3
Vision .........................................................................................................................................4
Mission .......................................................................................................................................4
Objectives....................................................................................................................................4
Situation Analysis.......................................................................................................................4
Strategy.......................................................................................................................................7
Tactics.........................................................................................................................................8
Monitoring and Controlling........................................................................................................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

NTRODUCTION
For any new product launch requires the effective marketing plan. The new idea of
product or service idea so developed by the company to justify it effectively the marketing plan
is created. The market plan is part of the overall business plan which helps in assessing the
attractiveness of the market for new product and service. The marketing plan is detailed market
research conducted for testing the market opportunities and threats related to the product. In this
case the EasyJet company is entering with new product, Oxygen mask. This analysis will help in
proving the effectiveness of oxygen mask to EasyJet. The aim of this report is to produce an
effective marketing plan of Oxygen Mask for EasyJet (Cedillos, Maellaro, R. and Wysong,
2020).
MAIN BODY
Marketing Plan
The marketing plan outlines the marketing and advertising programmes of the company.
It is the detailed document containing the activities and tactics related to achieve the marketing
objectives of the organisation. The marketing plan is made in reference to company's current
product and its future products and services. The marketing plan analyses the present
promotional campaigns, designs its future promotion objectives and states the path to achieve
them.
Executive Summary
EasyJet company is an multinational low cost airline, headquartered in London, UK.
They operates domestically and internationally to cater its services. The EasyJet is one of the
largest company to compete in aviation industry with its operations across Europe and UK. The
company focuses on providing low cost services with strong market position and many
competitors in this industry. The EasyJet is profitably doing its operations and maintaining its
presence in this industry. The company does the constant innovations in its services to maintain
its market share (Fischer, and Himme, 2017). The company is planning to introduce new service
in its portfolio. The company is expanding its product base by launching Oxygen mask. This
analysis will help in testing the effectiveness of this new product to company.

Vision
The company vision is to make travel easy and affordable. There aim is to innovate the
travel ways to make it easy for people without compromising on safety. EasyJet is passionate
towards serving their customers by working as one team.
Mission
The EasyJet statement states to provide customers with safe and value efficiency
services. The focus will be to provide reliable experience will affordable fares to increase its
European routes. The company wants to have the large customer base with increase in its
services and providing cost advantage to customers by providing world class services and
experience. They want to provide the experience of efficiency and value to customers.
Objectives
The company wants to achieve following objectives with introduction of Oxygen Mask;
 To increase the sales by 50% with introduction of new product.
 To expand the overall market share by 20% within six months.
 To expand more international connectivity with leading airports in next one year.
Situation Analysis
The proper analysis of the market helps in examining the effectiveness of the product to
the company. The situation analysis helps in examining the factors internally and externally that
affects the organisation (Heinze and et. al., 2020). The analysis is always done before the launch
of new product and service. It provides the picture that helps in knowing the opportunities and
challenges to the organisation with introduction of new product or service.

Illustratio
n 1: What is the SOSTAC methodology, 2019
(Source: What is the SOSTAC methodology, 2019)
The SWOT analysis helps in assessing the micro and macro environment with reference
to new product considering impact on company's current environment (Hsu and et. al., 2018).
This analysis helps the organisation in identifying its internal and external factors that can affect
the company positively and negatively. The SWOT analysis of EasyJet company's oxygen mask
is as follows:
Strength
 The company is having the strong
brand image in market.
 The new product will add to EasyJet's
value of efficiency.
 EasyJet is known largely for its socially
Weakness
 The new product so offered is provided
by many airlines without charging any
premium price.
 The company may not be able to
generate enough revenue with just

responsible nature. The oxygen mask
will add to this ethical marketing
aspect. The EasyJet is increasing its airports
base which will help in increasing
demand of oxygen mask.
addition of oxygen mask.
 Competition is intense in this industry.
The established airlines are also
modifying their structures and shifting
to low cost offerings.
Opportunity
 The EasyJet's mission to be an leading
player with focus to increase its routes
might get true with introduction of new
products.
 The new customer base can be
targetted who are having respiratory
and breathing issues.
 EasyJet can differentiate its new
product by providing low frills to
customers. The company can focus on creating
strategic partnership while improving
its operations efficiency.
Threat
 The increase in the airports fees cannot
be ignored. With the rise in cost the
company will not be able to sustain by
providing its services at low cost.
 The external factors are fluctuating
very much. As with COVID pandemic
the number of flights have been
reduced by the travellers to an great
extent. The will result in low
sustainability of EasyJet.
 The legacy airlines are major challenge
in this industry as they focus greatly on
offering bundle of service at reduced
rates which may put constrain on
EasyJet to further differentiate the
services.
Porter's Five Force Model
The porter five force is an strategic tool which helps in understanding the drivers of
profitability in the given industry. It helps in planning the strategy accordingly. The analysis of
this model on EasyJet is as follows (Khan, E.A., 2017); Threat of New Entrants : As the travel and leisure is an attractive industry which may
affect the EasyJet operations. The company can sustain their position by achieving
economies of scale and constantly providing new services.

 Bargaining power of Suppliers : The suppliers are dominant in this industry as there are
limited number of suppliers in this industry. The EasyJet can take advantage of this factor
by maintaining strong network and building loyal supplier base. Bargaining power of Buyers : The buyers are demanding by nature. They want constant
innovations in the product offerings. They will be attracted to where they are benefited in
terms of cost and service. The EasyJet by constantly innovating their product offerings
such as by bringing oxygen mask at low cost the more customers will be attracted and
loyalty will be built( Köhler and et. al., 2017).
 Threat of new Substitute Product : The new products are successful when they offer
unique value to the customer. The products in this industry will be same the success
factor to surpass is to provide uniqueness and value efficiency. The Oxygen Mask is not a
new product but EasyJet by providing it at low cost than others differentiate themselves.
The Situation analysis provided the fair picture where EasyJet can improvise by changing its
structure and strategy. The Swot analysis focused on the internal environment while porter gave
an image of profit drivers to maintain their position in market.
Strategy
The marketing strategy refers to the plan dictating the plan to reach the prospective
customers and turn their loyalty towards them. The strategy helps in encompassing the brand
loyalty and image. The EasyJet's strategy is as following to increase the demand with Oxygen
Mask; Segmentation: In this market is been divided that is known as segmentation. In
segmentation reference over mass division of market is identifiable and distinct various
group. All of such segments is required to have common characteristics that is needed
over making display upon similar responses over marketing actions. Different
segmentation criteria can be used for dividing market that includes demographic,
geographic, psycho-graphic with behavioural variable. Various ways an organization is
been able to expand itself through making analysis over various situations that is related
to particular area in market. EasyJet will segment the customers on the basis of the
breathing issues (Kolsarici, C. and Vakratsas, 2018). Targeting: In this part determination is been done over segments that makes undercover
which is to be targetted and made focus of comprehensive marketing program to be

developed. In this east jet has been benefited of people in relation to age factor. EasyJet
target customers of an organization is 10 to 45 years. People from this age group most
prefers. People from this age group loves to travel for various purposes.
 Positioning: The last part of the STP model is positioning, which means to ensure that a
brand occupies the right spot in the mind of target consumers. Positioning is the means by
which goods and services can be differentiated from one another and thereby give
consumers a reason to buy. It encompasses two key elements. The first concerns the
physical attributes, functionality, and capability that a brand offers, such as a car’s engine
specification and design. The second element concerns the way in which a brand is
communicated and how consumers perceive the brand relative to competing brands in the
marketplace. EasyJet is required to used positioning to promote itself at glob level that
can be done through advertising about the services provided by easy jet. Then attractive
incentives helps in increasing customers base (Muramira, 2019).
Tactics
The tactics are the actions plans with which we will achieve the profitability. The tactics
are the marketing mix of the products. These act as pillars of the marketing objectives. The
EasyJet marketing mix is as follows; Product : The product is the bundle of attributes which is provided to customers to satisfy
there needs and wants. The Product offered by EasyJet is Oxygen Mask which will be
provided to customers to solve their breathing issues. Many customers face the issue of
breathing at time of travelling at heights. The Oxygen Mask is made to provide relief to
customers from this problem. The mask is designed on the use and throw basis as with
COVID pandemic the hygiene is main concern (Nishikawa and et. al., 2017). With
keeping this in mind this product is designed in such a way. The product option will be
easily available at the time of online booking and at counter also. The expert onboard
guide will be there to provide instructions. Price : The price is the monetary amount charged for the product. EasyJet will follow the
combination of market based pricing and economy pricing. The price will be kept lower
than that of competitor and based on demand of product the price will be further adjusted.
Various clubbed offers and discounts will be provided to increase the sale of the product.

 Place : The place is referred to the process of availability of the product to consumer. The
Oxygen mask will be made under specialised institutes under supervision of doctors to
make it a quality standard product (Pathak and et. al., 2017). The product option will be
available at the time of online booking and at boarding time. The value network will be
created with suppliers and customers. Promotion : The promotion refers to the activities designed to increase the sale of goods
and service. The promotion of Oxygen mask will be done by the EasyJet using various
mediums such as placing advertisements in magazines, newspaper and television. The
use of social media marketing will be used extensively. The company's website will also
be modified and Search Engine Optimisation tool will be used to promote the oxygen
mask. Physical evidence : The physical evidence refers to the environment, packaging to
customers while interacting with company. The EasyJet will provide the spacious space
to use oxygen mask comfortably. The packaging will have the detailed instructions to use
the mask. The brochure will also be provided additionally that will constitute detailed and
diagrammatic use of product for its efficient use. The company will use network of
logistics and travel partners to attract the consumers (Terui, N. and Li, 2019). Process : The Process is the series of the steps taken to deliver the product to consumer.
The EasyJet will use the digital platforms to make it available to consumer and at time of
boarding the facility will be given on demand. At time of booking tickets i.e online and
ticket counter the customers will be given an option to book it separately in advance.
 People : The People is the persons who are involved in providing the product or service
to consumer. In this case EasyJet will have team of quality to check its quality aspect.
The expert guide will also be there to provide detailed guidance to passengers. The
employees will also be given the specialised training to help the travellers. With
teamwork the company will focus on providing the efficient service to people.
Monitoring and Controlling
Monitoring and controlling is the process that has oversees all the task and helps in
making necessary arrangement to make sure that it is completed for ensuring approval through
making authorizing over project that comes within the scope on time. In this various aspect of an
project is been covered this makes minimizing of risk. This process involves various tools. The

proven tools are KPI'S and Benchmarking. The KPI sets the indicators based on which the
performance of product is judged. In oxygen mask the company will follow all the quality
standards so set for mask. In Benchmarking the product is being judged by the product of that
established company. In this the Flybe company will be used to compare the oxygen mask of
EasyJet (Werhane, 2019).
CONCLUSION
The Oxygen Mask is an successful product for the company. The detailed marketing plan
gives an insight on testing effectiveness of new product on the company's operations. The
marketing plan for Oxygen Mask provides an analysis that this product will be proven success
for EasyJet. This value product will add to the efficiency and effectiveness to the company
operations. The company will be able to increase its connectivity to leading airports in Europe.
EasyJet will be able to have more increased market reach in terms of new customers and new
market.

REFERENCES
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