Marketing Essentials: Easy Jet Airlines - Analysis and Evaluation

This report provides a detailed analysis of the marketing strategies employed by Easy Jet Airlines. It begins with an introduction to the company and its market position, followed by an evaluation of the various roles and responsibilities of the marketing function, including market research, promotion, pricing, and market planning. The report also examines the interrelationship between the marketing department and other functional departments such as R&D, sales, and human resources. Furthermore, the assignment delves into the application of the marketing mix (7Ps) by Easy Jet, comparing it with Innocent Smoothies to achieve overall business objectives. The report analyzes the product, place, price, promotion, people, physical evidence, and process elements of the marketing mix, providing insights into how Easy Jet utilizes these strategies to achieve its business goals.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Evaluating various roles and responsibilities of the marketing function of Easy Jet ..........3
P2 Interrelation with various functional departments.................................................................4
TASK 2............................................................................................................................................6
Marketing mix (7Ps) to achieve overall business objectives......................................................6
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing amalgamates a wide range of business operations that are concerned with
producing, communication and ultimately delivering value to consumers and society. Marketing
aims at gaining customers satisfaction in order to maintain good relationship with them so that
benefits could be attained for both company and its stakeholders. The project take into
consideration Easy Jet Airlines which is a British based cost effective carrier airline that was
established in 1995 with its headquarters in London (Strauss, 2016). The assignment will discuss
about various roles and responsibility of marketing function along with its interrelationship with
other functional units of firm. Moreover it will provide comparative study of ways in which
element of marketing mix are been utilized by Easy Jet and Inocent smoothie.
TASK 1
P1. Evaluating various roles and responsibilities of the marketing function of Easy Jet .
Marketing activity serves as a major contributor in success of a business enterprise as it
enables in efficiently identifying and fulfilling needs and aspiration of its customers. It the
efficiency of marketing division that induces its consumers to buy a product or to avail a service
by communicating them various benefits and value associated with using them. Thus, marketing
department of Easy Jet make use of several tools and techniques for inculcating in them need to
use that product (Dawson, 2014). Therefore, it assists organisation in achieving its mission,
vision and other objectives. Mentioned below are certain most significant functions that are been
performed by marketing division of Easy Jet:
 Market Research : Market research forms an integral part and one of the critical
function that is to be perform by the marketing unit of Easy Jet. Market research is a
gathering and analysing of data that provides information related to probable threats,
opportunities, customers taste and preferences, prevailing market trends and other
business environment related information (What Are the Functions of a Marketing
Manager or Officer?, 2018). Thus, Easy Jet conducts a through research about the
industry landscape, competitive intelligence,customer segmentation, etc. for formulating
its various marketing and other strategies. Promotion: For maintaining and enhancing its market position, to attract potential target
group and to introduce new products or offers to its customers Easy Jet implements
various promotional tools and techniques. Easy Jet make use traditional distribution

channel comprising direct sales, social and online media such as call centres and internet
etc. for communicating its various offers on flight booking and other products (Rundh,
2013.). Pricing: It forms another essential and major function of marketing division of Easy Jet.
It involves setting up correct price by analysing various market factors like competitors
pricing strategy, government regulations, prevailing economic rates and most importantly
cost of production. Identification and studying these factors helps in fixing right price that
attracts customers to travel from flight rather than choosing other modes of transports
(Armstronget, 2015). Easy Jet has been following one way ticketing policy that offers
lowest fare as compared to its other competing firms.
 Market planning: Another major function of marketing department of Easy Jet is to
formulate and carrying out annual segment marketing planing. It involves integrating
various components if marketing mix , identifying budget and execution requirements. It
also includes working collaborate with cross functional teams such as field marketing,
product marketing, sales readiness, segment marketing, to plan for various customer
based events, planning for marketing campaigns and other promotion related activities
and functions (Huang and Sarigöllü, 2014).
P2 Interrelation with various functional departments
A business is collection of various divisions whose collaborative efforts and proper
coordination is of critical importance for any company in order to successfully attain its
objectives. Amongst various functional divisions in an organisation marketing is one which is
not only responsible for communication or publicizing clients about various products and
services that are been offered but also for ensuring its proper and timely delivery to its end users.
Easy Jet for providing its customers with delight and satisfaction after availing company;s
services and to enhance effectiveness in its business strategies maintains proper coordination
among functioning of its various departments (Leonidou, Katsikeas and Morgan, 2013.). For
this, marketing managers of Easy Jet maintains a proper communication system with manager of
other departments which enables firm to take effective, most accurate and collaborative decisions
on any business related matter. Thus, it ultimately leads to proper implementation of all policies
and strategies leading to achievements of targets within time and with higher returns. Mentioned
below is the interrelation of marketing department of Easy Jet with other functional departments:

 R&D department and marketing function: In this era of digitization there are rapid
change in market environment due to number of factors like technological up graduation,
frequent changes in customer's needs and requirements, competitors strategies and so on.
In case of aviation industry R&D department of Easy Jet keeps on scanning the market
environment for developing new innovative techniques or processes (Fan, Lau and Zhao,
2015). For instance, developing technology for reducing fuel consumption of air plane
fleet or introducing new electro mobility concepts for aircraft taxing on ground etc. Thus,
R&D division of Easy Jet assist its marketing unit by providing information related to
various techniques, trends and other information so that decisions related to planning ,
designing and promotion of new product, service or technique could be determined. Sales and Marketing : Sales division of Easy jet is primarily responsible of carrying out
activities related to formulating sales plans, appraising and analysing market conditions
including competitors strategies, government policies etc. and to hold up business
momentum. Besides reviewing overseas floor plans, aircraft layouts, vendors etc.
Although both these departments have similar objective and works together to attain
high sales volumes for the Easy Jet so that firm could earn higher growth and
diversification in its business besides attaining customers satisfaction (Dibb and Simkin,
2013.). Thus, marketing department of Easy Jet assists sales departments by providing
them detailed information about market scenario, customers requirements, government
policies related to quality and other standards etc. Thus, it helps sales manager of Easy
Jet to deliver services on time without or with minimum delays so as to gain their trust
and satisfaction towards the brand.
 Human Resource Department and marketing department: Easy Jet being a global
aviation brand is requisite to maintain a proficient, well trained, qualified and dedicated
staff for carrying out its airlines operations efficiently across the globe (Pike, 2015).
Thus, HRM department of Easy Jet works closely kin association with marketing team in
order to hire most competitive professional candidate with right knowledge, capabilities
and interpersonal skills to carry out various marketing functions efficiently. HR
division for developing core competencies of marketing team conducts various seminars
, workshops and training to gain expertise in various marketing concepts and techniques

like closed loop marketing, social media amplification, sales conundrum, customer
service excellence and so on.
TASK 2
Marketing mix (7Ps) to achieve overall business objectives
Marketing mix is a business strategy that involves amalgamating the 7P's of marketing –
Product, Place, Price, Promotion, People, Physical Evidence and Process so that produce goods
and offers services that qualify consumers expectations. Easy Jet been a global brand in airline
industry pay critical attention while designing its marketing mix strategies (Malhotra, Birks and
Wills, 2013). Mentioned below is the comparative study of Easy Jet with one of the leading
brand Inocent Smoothie that deals in providing fruit beverages.
Source : (The Marketing Mix, 2018)
MARKETING MIX
Illustration 1: The Marketing Mix

Basis EASY JET INOCENT SMOOTHIE
Product Easy Jet offers service products like booking
flights, air tickets and travel services across
various destinations in transportation industry.
Inocent Smoothies offers a a
whole range of crushed fruits
and juices, coconut water,
smoothies and cold press fruits
and veg juices.
Place Easy Jet mainly make use of internet and
telephone sales that contributes to 95% of its
total sales volumes. As its provides on of the
lowest air plane fares it has induce its
customers to prefers flight over land
transportation for short distances between
various cities. Thus, it competes with airlines
as well as land transports (Brady, 2014)
Inocent Smoothies sells out it
products in various renowned
supermarket retail brands like
TESCO in order to capture and
reach out large audience. Also,
it offers it products online sites
like Ocado in order to portrait
itself as high quality and
ethical brand
Price Easy Jet follows one way ticketing policy in
where it offers one price in every market for
nay one flight at any one time. It provides one
of the lowest fare to attract large target
audience. It applies a transparent ticketing
philosophy with its customers. This
organisation is leveraging on its large scale
operations so that cost effective services could
be offered.
The price of products that are
been offered by Inocent
Smoothie is generally high
(Premium pricing) as they
argue to provide high quality
natural juices. To to its high
brand image and authentic
quality of products customers
willingly pay for this unique
brand.
Promotion Easy Jet make use of various online media and
print media for promoting its services. It
intensively make use of search engine
optimization, and website for both advertising
and selling out its services. It promotes its
Advertisement plays major
role in promotion of products
that are been offered by
Inocent Smoothies. It make use
of various online media like

sales through emails, various online apps for
offering internet ticketing services and placing
ads in business magazines for capturing
attention of its potential clients and to
communicate them about its various offers,
flight fares and new add on flight destinations
(Wilsonand and et., al., 2016).
websites, social sites,
electronic media like TV
commercials and print media
like magazines, newspapers
and journals for informing its
consumers about its new
products, new flavours and
various other offers.
People Easy Jet employees around 12280 proficient
staff across its network. To maintain
proficiency of its services that firm offers and
other functional departments Easy Jet provides
various training to its workforce . For instance,
it annual session on Line Orientated
Evaluation/Intermediate Simulator,(Licence
and Operator’s Proficiency Checks,CRM
training and various safety and emergency
training sessions. Also Easy Jet hires its
employee on contract basis irrespective of their
job profile. The company is planning to hire
female as their pilots to further improve
competitiveness.
Inocent Smoothie has a
workforce of around 450
employee that assists
company in gaining customers
satisfaction.
Physical
evidence:
Easy Jet has its business operating in round 28
countries where in its 1820 aircraft take around
500 routes Easy jet are mainly using internet
platform to facilitate its customers to book
through travel agents or at the airport itself. It
helps their targeted customers to provide an
option related with “security icon and policies
in order to give them security at the time of
Innocent smoothies' websites
provides sufficient information
about the company's products
and services along with their
manufacturing process. It also
promotes and implements
standards for sustainable
packaging which strong their

online booking. image among their rivals. Also
in terms of exterior appearance
Inocent Smoothie has a very
attractive packaging and
branding. It logo's are well
designed that attracts
customers by delivering fresh
and exciting look to its
consumers.
Process As clearly mentioned above that Easy Jet has
using online as well as offline through having
customer services at the airport and online. It
facilitates customers to book their seats
wherever they want without facing any
difficulties. This will help in achieving huge
customer base and earn huge revenues.
Innocent smoothies offers
cold drinks products with
different flavours due to which
it can easily attracts large
number of customers. The
company is in the process of
eliminating high fructose corn
syrup from both the traditional.
CONCLUSION
The project undertaken concludes that marketing forms integral part in enhancing the
sales volumes of a firm by attracting its potential consumers to make a purchase. There are
various functions that are been undertaken by the marketing department in order to attain the
objectives of the firm related to enhancing its sales and profits within specific time frame. Also
marketing unit works in close collaboration with other function divisions like HR division, sales
and R&D etc. so that company can develop efficiency in its operations and could produce and
deliver quality products and services.

REFERENCES
Books and Journals
Armstrong, Gand et al, 2015. Marketing: an introduction. Pearson Education.
Brady, D. L., 2014. Essentials of international marketing. Routledge.
Dawson, J., 2014. The Marketing Environment (RLE Marketing). Routledge.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Fan, S., Lau, R. Y. and Zhao, J. L., 2015. Demystifying big data analytics for business
intelligence through the lens of marketing mix. Big Data Research. 2(1). pp. 28-32.
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-
132). Springer, New York, NY.
Leonidou, C. N., Katsikeas, C. S. and Morgan, N. A., 2013. “Greening” the marketing mix: do
firms do it and does it pay off?. Journal of the Academy of Marketing Science. 41(2). pp.
151-170.
Malhotra, N.K., Birks, D. F. and Wills, P., 2013. Essentials of marketing research. Pearson.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Rundh, B., 2013. Linking packaging to marketing: how packaging is influencing the marketing
strategy. British Food Journal. 115(11). pp. 1547-1563.
Strauss, J., 2016. E-marketing. Routledge.
Wilson, A and et al, 2016. Services marketing: Integrating customer focus across the firm.
McGraw Hill.
Online
Online
What Are the Functions of a Marketing Manager or Officer?. 2018. [Online]. Available
through:<http://smallbusiness.chron.com/functions-marketing-manager-officer-
15574.html >.