An Analysis of EasyJet's Marketing and Communication Strategies

This report analyzes EasyJet's marketing and communication strategies. It begins by exploring different marketing orientations, discussing their advantages and disadvantages, and identifying EasyJet's approach, providing examples. The report then examines the marketing environment, focusing on legal and technological factors impacting the airline's operations and consumer behavior. It further delves into marketing strategies, comparing psychographic and demographic segmentation and identifying the most valuable segmentation type for EasyJet. Finally, the report assesses EasyJet's marketing mix, focusing on product, price, place, and promotion, including a communication plan, to provide a comprehensive overview of the airline's marketing efforts.

Running Head: Marketing and Communication
EasyJet
Marketing and Communication

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Table of Contents
Introduction......................................................................................................................................2
Task 1 Evolution of Marketing........................................................................................................3
a. Describe two orientations of marketing, highlighting the advantages and disadvantages of
each..............................................................................................................................................3
b. Identify and explain the orientation adopted by Easy Jet, and provide two (2) examples
that demonstrate Easy Jet’s use of the approach..........................................................................4
Task 2 Marketing Environment.......................................................................................................6
a. Identify and discuss one legal factor and one technological factor that could impact Easy
Jet’s business operations and consumer’s buyer behaviour.........................................................6
Task 3 Marketing Strategies............................................................................................................8
a. Explain how psychographic segmentation differs from demographic segmentation...........8
b. Discuss one type of segmentation that would be considered the most valuable for Easy Jet
to use when segmenting the market.............................................................................................8
Task 4 Marketing Mix...................................................................................................................10
a..................................................................................................................................................10
b. Communication plan...........................................................................................................12
Conclusion.....................................................................................................................................13
References......................................................................................................................................14

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Introduction
EasyJet is a low cost carrier company based in United Kingdom. It was founded in 1995 and in a
very short time period, organization is leading United Kingdom’s airline industry. The main
reason behind their success and growth is their effective strategies such as providing qualitative
and low cost air travel services. EasyJet has also developed an effective image in the
international airline industry. It operates in more than 30 countries with approximately 820
routes. Its modern fleets and large aircrafts are major reasons for increasing their customer base
and market share in the global airline industry. In relation to expand its business as well as to
develop effective position in rest parts of the globe, organization has appointed marketing
assistant in order to evaluate marketing concept. In this report, marketing orientations used by
EasyJet along with their advantages and disadvantages will be discussed. Next part of the report
will focus over marketing environment of the airline industry so that appropriate measures could
be adopted in relation with expansion. Further, report will focus over marketing strategies and
marketing mix techniques for developing their effective image in the target market.

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Task 1 Evolution of Marketing
a. Describe two orientations of marketing, highlighting the advantages and
disadvantages of each
Marketing orientation is the process under which companies adopt effective strategies such as
product mix in order to fulfill its potential consumers’ desires and wants. It is a customer-centric
approach which mainly focuses on customer satisfaction. Unlike previous marketing strategies,
marketing orientation approach helps the organization to determine its target audiences’ needs as
well as determines strategies for fulfilling those needs in an effective manner. In order to fulfill
target audiences’ needs and desires, companies adopt product development and related strategies.
With the objective of fulfilling customer’s needs on priority basis, it is necessary to develop the
products on the basis of current market trends and on their requirement basis (Alrubaiee & Al-
Nazer, 2010).
As per case study, marketing orientation for Easy Jet will be client’s satisfaction and gain
competitive advantage in the international airline industry. Adopting quality measures and
advanced methods in relation with improving service quality as well as to cope up with the
client’s needs, marketing orientations are being adopted and implemented (EasyJet Airline
Company Limited, 2018). This will help the organization to acquire client satisfaction related
objectives along with the development of an effective image in the target market. Apart from
this, focus on sales orientation is over sales promotion and advertising-driven mechanism. This
has helped the organization to develop a distinctive place in the marketplace (Tomczak,
Reinecke & Kuss, 2018).
With the help of these marketing orientations, organization would develop an effective image in
the target market along with gaining adequate competitive advantage. Apart from this, it also
helps in client satisfaction and development of an effective image in the airline industry. Apart
from this, there are certainly other advantages of customer satisfaction orientation such as
gaining competitive advantage in the market, enhancing the demand for the company's products
and services in the target market, etc. (Shaltoni & West, 2010).

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These orientations lead to certain limitations such as focusing increase in the cost of production
which will affect the final price of the product and service. It will affect buyer’s behaviour and
organizational operations (Cattaneo, et. al., 2016).
b. Identify and explain the orientation adopted by Easy Jet, and provide two (2)
examples that demonstrate Easy Jet’s use of the approach
Easy Jet has adopted marketing orientation with the objective to gain its desired goals and
objectives along with determining the opportunities with regards to uplift organizational
performance. From the evaluation process, it has been observed that Easy Jet has adopted sales
orientation and customer satisfaction orientation in order to uplift organizational performance as
per the benchmarks set up by the industry. Apart from this, another motive for adopting these
two measures is to mold the services on the basis of potential customer's requirements. This is
the most crucial element which plays crucial in order to adopt the customer-centric approach
along with the development of positive image amongst them (Chaffey, Smith & Smith, 2013).
For instance, Easy Jet has adopted and implemented customer satisfaction approach in their
functionality with the view to retaining their existing customer as well as to attract other
segments of customers. This orientation has also played crucial role in terms of attracting new
consumers through which easy Jet has been able to make their customer base strong and
efficient. Enhanced service quality will help the organization to attract a large number of
customers and customers will also choose services rendered by Easy Jet in comparison to other
airline companies (Wilson & Gilligan, 2012).
Along with the customer satisfaction orientation, second orientation adopted by Easy Jet is sales
orientation under which sales promotion and other practices are being executed in terms of
enhancing the revenues for organization as to enhance the profitability. In sales promotion
related practices, organization offers huge discount at fair prices and provide various value-
added services in addition to the travel services. This helps the organization to attract number of
customers as well as it also helps them to attain competitive advantage in the international airline
industry (Mhlanga & Steyn, 2017).

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Task 2 Marketing Environment
a. Identify and discuss one legal factor and one technological factor that could impact
Easy Jet’s business operations and consumer’s buyer behaviour.
Legal Factor: European deregulation of commercial aviation has provided both threats and
opportunities to premium airline companies like EasyJet. Thus, they need to face aggressive
competition from the cheapest airline companies who renders air travelling services at very low
cost. Apart from this, the government has also implemented the law in relevance with reducing
emission and for the same; EasyJet needs to adopt various costly measures which will directly
affect the buyer’s behaviour (Chen, Sain & Guo, 2012).
This factor has affected organizational operations as well as it has also affected buyer's
behaviour. Operations are affected because new policies, rules, and procedures are being
implemented within workplace with the motive of reducing emission as well as to use
environmentally friendly fuels. The whole procedure will impact over company's potential
customer's purchasing power because with the introduction of environmentally friendly fuels at
premium prices, final prices of the airline's services will be increased which will ultimately affect
the consumers.
Technological factor: A major change has been recognised recently which is introduction of
internet services for booking air tickets, etc. Passengers are also asked to share their contact
details such as contact number and email id in order to receive updates regarding the delay in
flight timings, etc. Apart from this, with the help of the internet, organization has promoted the
objective of saving paper through e-tickets, operations of the organization have also been
updated and improved which are also efficient for analysing the opportunities for analysing the
measures in relation with fuel efficiencies (Malaval, Bénaroya & Aflalo, 2014).
Technological factor i.e. introduction of internet in the business operations of Easy Jet has
affected the buyer’s behaviour in a positive manner. With the help of internet and related
services, organization has provided various services to its customers under which they can book

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their air tickets from anywhere. Apart from this, it has also facilitated customers for getting
updates regarding flight timings, cancellation of flight, etc. (Armstrong, et. al., 2015).

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Task 3 Marketing Strategies
a. Explain how psychographic segmentation differs from demographic segmentation.
Market segmentation is the process of breaking the market into smaller segments with the
intention of promoting the products and services in those market segments. Market segmentation
helps the organization to implement target marketing in an effective manner. For instance, a
company is producing toys but before promoting the toys in market, they will execute market
segmentation activities and find the percentage of children living in those markets. After
executing this step, that market will be selected in terms of promotion of the products and
services in which number of children will be more in relevance with other markets.
Psychographic and demographic are part of the segmentation process under which demographic
segmentation uses variables like gender, age, ethnicity, social class, education, income,
occupation, and family status. And psychographic segmentation uses variables like attitude of
customers, their values, lifestyle, beliefs, etc. in terms of dividing the market into small segments
(Tsai, Chou & Leu, 2011).-
b. Discuss one type of segmentation that would be considered the most valuable for
Easy Jet to use when segmenting the market.
In terms of EasyJet, they can use any type of segmentation processes because their customer base
is huge as well as today, most of the people wish to travel through air transportation services in
order to save time. There are four categories of segmentation i.e. demographic, geographic,
psychographic and behavioural. Demographic uses age, gender, etc. Psychographic uses
lifestyle, belief of individuals. Geographic segmentation uses variables such as climate, region,
etc. The last category is behavioural and it is based on the variables such as price sensitivity,
behavioural pattern of customers, brand loyalty and benefit sought.
EasyJet provides various services in order to attract customers as well as to enhance its customer
base. They offer leisure travelling services, business travel services, economic travel services and
cheap travel services. In order to attract its customers as well as for enhancing its customer base,
they use combination of market segmentation factors in terms of attaining desired goals and the

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objectives. Amongst the market segmentation factors, the most valuable factor for EasyJet would
be demographic segmentation as, under this segmentation, market is being divided into
subgroups on the basis of their age, gender, income etc. (Shaw, 2016).

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Task 4 Marketing Mix
a.
Marketing mix technique is the best method for promoting and introducing organizational
products and services in the target market. In order to attain the existing opportunities available
in the target market, it is necessary for implementing advanced and effective techniques. Under
marketing mix technique, crucial components exist which plays crucial role in order to introduce
new and existing products in the target markets.
Product: EasyJet’s primary product offering includes airline services for every class people.
These services are divided on the basis of customer's requirements as well as on the basis of
buyer's purchasing power. Apart from airline services, EasyJet's secondary product and service
offerings include hotel booking services, car rental services, as well as the website of
organization, provides every type of information which is necessary from the perceptive of
customers (Armstrong, et. al., 2015).
Price: Pricing strategies are being adopted by the organizations with the motive of setting the
prices of the products and services offered by the organization. In terms of EasyJet, they have
adopted low pricing model for setting the prices of their products and services. This has been
adopted with the motive of increasing the customer base as well as to enhance the revenues and
profitability of the organization. Apart from this, organization also offers various offers to its
customers such as discount on pre-booking, discount on lean season travelling, etc. (Shaw,
2016).
Place: After the introduction of internet in market, it has been declared as the most effective
medium which has highest global reach. EasyJet has adopted internet booking system and
telephonic booking system as their reservation measures for booking tickets.
Promotion: Promotion’s specification is generally a part of communication strategy. It is known
as the cheapest airline company in Europe and they highlight this in the target market with the
view to attract potential customers. Apart from this, organization has adopted the advanced

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measures of advertisement and promotion in terms of promoting their services and products in
the target market.
b. Communication plan
Marketing Communication Plan
Marketing communication plan is an effective tool through which target audience could easily be
approached. Purpose of this plan is to communicate with the target audience through various
mediums such as digital marketing tools, advertisement in newspaper, magazine advertisements,
posters, etc. Email marketing is an essential element of marketing communication plan these
days. It helps the organization to approach to its target and potential customers in an effective
manner. Through marketing communication plan, organization spread awareness amongst the
target audience in relation with their new offers, new products which will be launched soon, and
any other type of information which is necessary to attract target audience. Apart from this,

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major role of this plan is to develop effective customer relations with the organization (Tsai,
Chou & Leu, 2011).
Advertising is an art of promoting particular product or service in the target market with the
objective of gaining desired goals and objectives. In terms of EasyJet’s scenario, mixture of print
medium platforms and digital marketing platforms could be utilised in terms of promoting their
holiday packages. Print medium of advertising are newspapers, magazines, pamphlets, board
hoardings, etc. while digital platforms of advertising includes all internet based platforms, radio,
television, etc. Organization could spread awareness amongst its target audience and amongst its
competitors in relevance with their products and services through advertisement. Apart from this,
advisement leads to various negative aspects such as it increases competition in the industry and
competitors of EasyJet could also use advertisement for decreasing their goodwill and image in
the market (Shaw, 2016).
In terms of EasyJet, combination of both print as well as digital marketing tools will be used for
promoting their new and exciting offers for holiday packages. Main purpose of advertisement for
EasyJet is to spread awareness amongst the target audience regarding their new and latest offer
on holiday packages. With this regard, organization could utilise email marketing and other
internet based platforms. Along with this, television, radio, sponsorships of special events are
other crucial platforms which could be used for the purpose of fulfilling advertisement related
objectives. Apart from these platforms, the major and most trending platform i.e. social media
could also be included in the marketing communication plan of EasyJet as better and effective
results will be originated with the help of this tool (Armstrong, et. al., 2015).
Key message displayed over advertisement poster of EasyJet is information regarding latest offer
introduced by the organization over holiday packages. The message displayed over poster is
clearly visible for the audience and the offer on holiday packages in relation with without interest
EMIs is effective enough to attract its target audience.
Apart from all advertisement strategies, organization could also use sales promotion strategy in
order to attract its target audience along with fulfilling its desired goals and objectives. Along

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with this, formula of AIDA could also be used in advertisement as it has a great impact over
target audience. AIDA stands for attention, interest, desire and action.
Conclusion
From the aforesaid information, it can be concluded that EasyJet has gained leading position in
the airline industry in United Kingdom. Apart from this, they have also developed appropriate
position in the international airline industry. Currently, its bases are in United Kingdom, Italy,
Switzerland, France, Venice, Amsterdam, Lisbon, Barcelona, Oporto, etc. In order to expand its
business in other parts of the globe, various aspects of marketing have been discussed including
evaluation of marketing orientations used by EasyJet. Marketing orientations used by the
company have also been discussed in this report along with evaluating marketing conditions of
the airline industry. Further, various marketing strategies and tools have been discussed in order
to expand their business successfully.

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References
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Cattaneo, M., Malighetti, P., Morlotti, C. and Redondi, R., 2016. Quantity price discrimination in
the air transport industry: The easyJet case. Journal of Air Transport Management, 54, pp.1-8.
Chaffey, D., Smith, P.R. and Smith, P.R., 2013. eMarketing eXcellence: Planning and
optimizing your digital marketing. Routledge.
Chen, D., Sain, S.L. and Guo, K., 2012. Data mining for the online retail industry: A case study
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& Customer Strategy Management, 19(3), pp.197-208.
EasyJet Airline Company Limited, 2018. Company Information [Online]. Available on
http://corporate.easyjet.com/about/what-we-do [Accessed 14th March 2018].
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Mhlanga, O. and Steyn, J.N., 2017. Impacts of the macro environment on airline operations in
southern Africa.
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Shaw, S., 2016. Airline marketing and management. Routledge.
Tomczak, T., Reinecke, S. and Kuss, A., 2018. Introduction. In Strategic Marketing (pp. 1-18).
Springer Gabler, Wiesbaden.

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Tsai, W.H., Chou, W.C. and Leu, J.D., 2011. An effectiveness evaluation model for the web-
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