Marketing Analysis: Consumer Behavior and EasyJet's Strategies

This report provides a comprehensive analysis of EasyJet's marketing strategies. It begins by outlining the core concepts of marketing and their application to the airline industry, specifically focusing on EasyJet's approach. The report delves into the impact of the marketing environment, considering both internal and external factors such as customers, competitors, economic conditions, and technological advancements. It emphasizes the importance of understanding consumer behavior and market segmentation, detailing how EasyJet caters to various customer needs and divides its market. The report then explores the elements of the marketing mix, including product/service, price, place, and promotion, examining EasyJet's pricing strategies (particularly its use of economy pricing) and the role of promotional tools such as public relations, advertising, and branding. Furthermore, it highlights the significance of market research in refining services and adapting to consumer preferences. The conclusion provides recommendations for implementing effective marketing plans to enhance EasyJet's performance in the competitive airline industry.

Marketing in Hospitality

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Concepts of marketing of Easy jet.........................................................................................3
1.2 Impact of marketing environment on Easy jet.......................................................................4
1.3 Importance of consumer market on Easy jet.........................................................................5
1.4 Development of different market segmentation....................................................................6
TASK 2............................................................................................................................................6
2.1 Importance of marketing mix to Easy jet..............................................................................6
2.2 Pricing strategies and policies used by Easy jet....................................................................7
TASK 3............................................................................................................................................8
3.1 Role of promotional mix to Easy jet......................................................................................8
3.2 Advertising campaign for Easy jet........................................................................................8
3.3 Role of sales promotion and public relation in promotional efforts......................................9
TASK 4..........................................................................................................................................10
4.1 Relevance of market research for Easy jet..........................................................................10
4.2 Market research for appropriate service of Easy jet............................................................11
4.3 Suitability of different media for marketing the services of Easy jet..................................11
4.3 Recommendations for implementation of marketing plans.................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing includes the process of promotion of products and services provided by
company. This provides the opportunity to understand about the preferences of customers,
competitors in market and feedback of consumers about their products and services. This
contributes to make plans and products & services as the per the wants of customers. It helps the
management of company to increases the sales and profitability of company. Easy jet is British
airline which provides low cost services to their customers. It provides domestic and
international services at more then 820 routes in 30 countries (Tresidder and Hirst, 2012).
In this present report explain about, different concepts of marketing and their impact on
service industry, importance of consumer market to industry and points which helps in develop
of different market segments. Here also describe about, importance of components of marketing
mix, impact of pricing strategies on working of industry, role of promotional mix and the
importance of market research to the operations of service industry.
TASK 1
1.1 Concepts of marketing of Easy jet
Marketing: Marketing is the process of promotion of products and services which are
provides by company. This provides the opportunity to popularise their products and services in
between consumers and market. This provides the helps to deliver the ultimate products and
services to final consumers easily. It includes about the coordination of the four main concepts of
marketing which are product, price, place and promotion.
There are many concepts of marketing which is used by management of Easy jet is
described below:
 Customer needs: Management of company requires to understand about the wants of
customers to develop effective marketing strategies for company. This provides the
opportunity to provide services as per their wants which satisfies their demands. This
helps to attain competitive advantage and increase the profitability of company.

 Service provide by company: Marketing strategies and plans made by the management
of company has to consider about the services provide by them and their quality. This
helps to expand their services and adding up the new features which provides them more
benefits.
 Price of their services: Pricing factor has played main role in marketing strategies made
by Easy jet. The main strength of company is to provide airline services to consumers at
affordable price. This provides the opportunity to attract the large number of customers.
 Promotion of services: The main part of marketing strategies made by Easy jet is to
promote their services in between customers by using various promotional tools. This
helps to increase their number of customers and profitability (Tsiotsou and Goldsmith,
2012).
 Customer satisfaction: Marketing strategies made by Easy jet has include about the
determination of the satisfaction of their customers from the services provide by them.
This views about their services helps to improve quality and meet out their demands.
1.2 Impact of marketing environment on Easy jet
The marketing environment has great impact on the marketing plans made by the
management of Easy jet. Marketing environment includes the various factors which have
positive and negative effects on the marketing strategies. This includes internal and external
factors which affects the operations of Easy jet. So, such impact of marketing environment on
Easy jet is described below:
Impact of internal environment on Easy jet
This includes various factors which affects the operations of company and their strategies
like suppliers, customers, employees, competitors etc. Impact of all these factors is defined
below:
 Customers: The changing behaviours of customers affects operations and capability of
management of company to make strategies and plans which satisfies their demand.
 Competitors: It includes about the competition prevail in market. This affects the ability
of company to earn high profits (Bowie and Buttle, 2011).
 Supplier: The unsupportive behaviour of supplier and lack of resources affects the ability
of the company to provides the quality services.
Impact of external environment on Easy jet

External environment includes political, social, economical etc. factors which affects the
working and marketing strategies of Easy jet which are described below:
 Political: Unstable government of country and their regulations about the operations of
airline industry affects the working and profitability capacity of Easy jet. The
management has to make the policies according to that.
 Economical: economic condition of country and income of peoples are the factors which
have impact on the operations of Easy jet (McCabe, 2010).
 Social: This includes about the age, gender, education etc. All these factors affects the
behaviour of consumer and have indirect effect on the activities of Easy jet.
 Technological: Advance technology and techniques have huge impact by increasing the
capabilities of management of Easy jet.
 Legal: It includes rules and regulations made by government which have to follow by
Easy jet, otherwise they have to face consequences.
 Environmental: Easy jet has to takes all steps which saves the environment from
pollution happen because of the activities of company.
1.3 Importance of consumer market on Easy jet
There is huge importance of determination of the behaviour of consumers on operations
of easy jet. This provides the opportunity to improve their services and attain competitive
advantage. Evaluation of consumer market helps in identification of demand of customers and
provide them such services and benefits which satisfies their demand. It includes about the
evaluation of following concepts which shows their importance on Easy jet.
 Role of consumer: There is huge role of the consumers on the profitability and
expansion activities of business of company. So, Easy jet has to determine the importance
of consumer behaviour on operations. This provides them opportunity to satisfy their
different needs (Leung, D., Law, Van Hoof and Buhalis, 2013).
 Different models of consumer: In consumer market there are different types of
consumers persists and their needs are different. Some wants affordable price and some
wants quality in services. So, Easy jet has to make the balance between their services to
achieve their desired results.
 Customer orientation: This includes about satisfaction of both internal and external
needs of customers through the services provided by Easy jet.

 Long term relationship: Easy jet has to make good relation with their customers this
helps to retain them for longer period of time (Nunkoo, Gursoy and Ramkissoon, 2013).
1.4 Development of different market segmentation
Market segmentation: It is the process of dividing the business market on the basis of
the different characteristics of consumers. Under this, management of Easy jet make the sub
groups of market on the basis of the same features of the customers. This segmentation provides
the opportunity to identify different demands of consumers and satisfy them. There are many
methods to divide the market on the basis of income, gender, age of the consumers persist in
market. The main target of company is to get competitive advantage and satisfy the customers
needs. The basis on which market is divide is defined below:
 Demographic: This is the most simplest method to divide market by the management of
Easy jet on the basis of age, gender, income, occupation etc. of consumers. This helps in
determination of population which uses the services of company (Lee, Hsu, Han and
Kim, 2010).
 Geographic: Under this market is divided on the basis of their geography. Different
geographical customers have different needs in which they are located.
 Behavioural: Under this market is divide on the basis of behaviour and decision making
power of consumer. All the consumer have same behaviour will consider in one group.
 Psycho graphic: Under this, market is divided on the basis of lifestyles of the peoples,
their interests and opinions. This will also consider the buying behaviour of peoples and
their social lifestyles.
TASK 2
2.1 Importance of marketing mix to Easy jet
There is huge importance of the components of marketing mix on the operation of Easy
jet. The main points include in marketing mix are product, price, place and promotion. This
provides the opportunity to attain competitive advantage and increase the brand image of
company. There importance is described below:
 Product/ service: Easy jet comes under service industry which provide airlines services
in more than 30 countries. It is the duty of company to provide quality services to their

customers to satisfy their needs. Unique features in their airline services and benefits
retain and attract large customers (Chan and Guillet, 2011).
 Price: The main strength of Easy jet is to provide their services at affordable price.
Management of Easy jet has to fix the price as per the paying capacity of the peoples.
 Place: This includes about strategies made by company regarding distribution channels
of their services. The main aim is to provide platform through which they easily deliver
their services to their customers. For this purpose they online technology to book the
tickets.
 Promotion: This includes about the strategies made by Easy jet to promote their services
between the consumers. Various promotional tools are used by Easy jet to Popularise
their benefits and offers provide by them with their services.
2.2 Pricing strategies and policies used by Easy jet
There are many pricing strategies are available for this industry which is described
below:
 Pricing at premium: This strategy includes about price the products and services at
premium from the prices of their competitors. This will be useful at the early stage of
products and service life cycle to sell the unique goods of company. Nowadays the
behaviour of consumer is to buy the premium services, as they think it provides quality to
them (Hyun, 2010).
 Economy pricing: This strategy includes about to decide the price of their products and
services as the paying capacity of consumers. They have to fix affordable price which
comes into the budget of customers.
 Psychology pricing: It includes such techniques which encourage customers to respond
on emotional level rather than logical levels. This techniques encourage consumers to pay
more then their budgets to buy their services and products.
Easy jet uses economy pricing strategy, as their main aim is to provide services at
affordable prices. This enables the company to capture the large market by getting competitive
advantage and satisfies the needs of their consumers. This strategy has linked with major
population which provides them large base of consumers and make long term relation with them.

TASK 3
3.1 Role of promotional mix to Easy jet
There is huge importance promotional tools which are used by Easy jet to promote their
services. This provides the opportunity to increase the sales of their services and profitability.
Different roles of promotional mix is described below:
 Public relation: Various tools which are used by Easy jet to promote their services helps
to make good relation with their customers. This can be happen by providing them
benefits and offers.
 Advertising: The another important role of Promotional tools is to advertise the services
and offers of company. This helps to popularise the unique features of their services to
public which contributes to attract them (Bharwani and Jauhari, 2013).
 Branding: Various promotional tools used by Easy jet provides the opportunity in
branding of the name of company in between the consumers and competitors. This helps
to retain the confidence of consumers with their services.
 Communication channel: Promotional tools used by company helps to build good
communication between consumers and management which provides information about
the behavioural changes in between them.
There are various strengths and weaknesses of such promotional mix used by company
which are defined below:
 Strengths
- Helps to capture more market share and popularise the offers and services of company.
- Helps to maintain relation with consumers and determination of behavioural changes of
consumers
 Weaknesses
- It increases the cost of operations of company
- It is the time consuming process
- Need to provide training to employees for implementation of promotional tools
3.2 Advertising campaign for Easy jet
Advertising: Advertising is the process of promotions of offers of company which they
are provide to their consumers. This includes various techniques like online advertising, print

media, electronic media and social media. All these platforms helps to reach out to different
markets and consumers.
Advertising campaign which is used by Easy jet is defined below:
Objectives of Easy jet
 To provide economy services for middle class persons
 To capture large market share
 Expand the business activities of company
Target market of Easy jet
Target market of this company is to capture middle class persons by providing economic
services to them. For this purpose the management of company divide the market on the basis of
income of peoples. This helps in determination of the preferences of peoples of such group.
Methods of advertising
 Online techniques: This includes about the use of company website and social media
platforms to promote their services to ultimate consumers of different market. Its impact
is that it attracts youth towards their services. This is not much costly (Ong, 2012).
 Newspaper advertising: This includes about newspaper advertisement by company
about their offers and benefits provide by them. Its impact is that it helps to attract the
local peoples and its costing is medium as compared to electronic method.
 Electronic advertising: This includes about advertising of company services thorough
television and any other electronic format. It covers the large area and provides the
information in all over the country. It is costly method requires large budget.
3.3 Role of sales promotion and public relation in promotional efforts
There is huge role of sales promotion and public relation in promotional efforts which is
defined below:
Role of sales promotion
The main aim of sales promotion is to increase the sales figure and profitability of
company. For this purpose media and non media methods are used by the management of
company to create market demand, consumer demand and improve the quality of their services.
There are three types of sales promotion directed towards customer, sales staff and distribution
channels. It helps to promote the services of company in between the consumers and traders.

Various tools are used for this purpose are samples, coupons, demonstration, cash refund offers,
cash discounts etc.
Roles of public relation
There is huge importance of public relation in promotion of services of company. It is the
duty of the management of company to make good relation and communication with their
consumers to retain them for longer period of time and gain their loyalty towards their services.
Public relation ensures that consumer reuse their services to travel from one place to another
(Pechlaner and Volgger, 2012).
TASK 4
4.1 Relevance of market research for Easy jet
There is huge importance of market research on the business operation of Easy jet. This
provides the lots of information to management of company which is beneficial to make plans
and changes in their services as per the demands arises in market. Other importance of market
research is defined below:
 Consumer preferences and feedbacks: Market research by the management of easy jet
on consumer behaviour provides the information regarding preferences and tastes of
consumers. This helps to make the changes in their existing services to satisfy their
needs. Feedbacks of customers about the services helps the management of company to
determine their position in market between competitors.
 Competitors and their strategies: Market research provides the information regarding
competitors prevail in market and the strategies adopt by them. This helps to make better
plans from them to attain competitive advantage.
 Current position of company: Information about the competitors in market and quality
of their services helps to recognise the current position of company and their services in
market.
 Forecast future actions: Information regarding various aspects helps in making of the
future plans and standards which are required to follow by company. This also includes
about the proper allocation of budget for different activities.

4.2 Market research for appropriate service of Easy jet
Market research is the process of identification about the different aspects of market and
the factors which persist. This helps in determination of of factors which have some impact on
business of company. Various methods which are used by company for market research are
described below:
 Survey: For this purpose management of company appoints the person which asks
different questions from the selected population. This helps to determine the views of
consumers about their services. This provides important information as there is face to
face interaction with consumers.
 Questionnaire: This includes about the preparation of questions by company to know
about their services. After that, it can be send to all the respondents to selected
population to know their feedbacks about their services. This information sometime
provides misleading content as there is no face to face interaction with them.
 Personal interview: This provides the most accurate information to management of
company. This is the time consuming process as they have to go one to one person to
know about their views. This will also become the costly process of collection of the
information about the various aspects of their company and services (Wu, Robson, and
Hollis, 2013).
4.3 Suitability of different media for marketing the services of Easy jet
There are different media is used by the company for the purpose of the marketing their
services. For this purpose the management of company uses traditional and modern marketing
methods. The methods which are used by company includes, television, newspaper, radio,
magazines and posters. All these methods have their own features and effectiveness in marketing
about the services of company. Different benefits and suitability of these methods id defined
below:
 Television: This is the modern method of promotion which is used by company to
advertise their services. The rage of this source is very wide as it covers very large area.
This method is suitable to company for expansion of their business activities. This will
saves the time of company.
 Newspapers: This method is used by company to provide the information to local
peoples of area. The range of this source is medium.

 Poster: It is the traditional method which is used by company. It has very low range and
time consuming process.
4.3 Recommendations for implementation of marketing plans
After making of marketing plans there is need to implement them in company. This helps
to increase their sales and profitability. It provides the opportunity to build their brand image in
market. There are some recommendations for implementation of marketing plans is described
below:
 Timescales: To implement marketing plan effective there is need to apply the strategies
on time when it requires. This will provide the positive results to management of
company.
 Cost: This includes about making of budget and provide funds to marketing department
to properly execute their functions.
 Evaluation: This includes about evaluate the objectives of marketing plan to all the staff
of marketing department. As it helps to define their individual roles and responsibilities.
 Revision: The management of company to make their plans successful need to revise
their plans timely (Tresidder and Hirst, 2012. ). This helps to change strategies whenever
it is needed.
CONCLUSION
It has been concluded from the above report that, marketing is useful to increase the sales
and profitability of company. This will provides the opportunity to understand about the wants of
consumers and their views about their services. This helps to make better plans and make
improvements in quality of their services.