Marketing Mix Report: Comparing EasyJet and Ryanair Strategies

This report provides a comparative analysis of the marketing mix strategies employed by EasyJet and Ryanair, two prominent airlines. It begins with an introduction to the concept of marketing and the marketing mix, which encompasses the 7Ps: product, price, place, promotion, process, people, and physical evidence. The core of the report compares EasyJet and Ryanair across each of these elements, highlighting their distinct approaches. For instance, it examines how each airline defines its product offerings, pricing strategies, distribution channels, promotional tactics, customer service processes, employee management, and the physical environments they create for customers. The report concludes by summarizing the key differences and similarities in their marketing strategies, emphasizing the importance of the marketing mix in business operations and communication of offerings. The report also includes a list of references.

Marketing Mix (Activity 2)

Table of contents
• Introduction
• Marketing mix
• Comparison of two organizations
• Conclusion
• References

Introduction
The marketing is a set of
activities, process and institutions
which is used for creation,
communication, exchange and
delivery of the offering which
adds value for client, customers,
partners and society as well. It
involves such activities which
can promote and communicate
the product or service to the final
customer

Marketing mix
The marketing mix is defined as the
set of tactics or actions which the
organization can use to promote the
product or brand in the market. It
consists of 7Ps which are called the
elements of marketing mix.
Depending on target of marketing
plan and industry, the marketing
departments take many approaches
to each of the 7Ps.

Comparison between two companies
Element of
marketing mix
Meaning EasyJet Ryanair
Product It represents the goods or
services which are
designed by the company
in order to satisfy the
wants and needs of the
customers. It must be such
which can be distinguished
from competitor’s offering.
This airline offers many
services such as one way and
return tickets, business travel
and holiday package. It
involves group booking of 15
people or more.
This airline offers low cost air
travel to the passengers in the
European destination. They
has other revenue fronts such
as hotels, bus tickets, etc.
which makes around 16% of
the profits.

Price
Price It is the value which the
customer is required to
pay for making the
purchase of the product or
service of the company. It
mainly reflects what the
customers are willing to
pay.
The EasyJet uses low pricing
strategy and is the known for
its low cost. It does many
things in order to keep its cost
low so that the passenger are
offered affordable price such
as selling things on airline,
etc.
The Ryanair offers low cost
strategy for its 70% of seats
and 30% of the seats are sold
at high price. It uses both
types of pricing strategies.

Place
Place It is focused on
determining the area of
distribution where the
product of service of the
company will be made
available.
The airline flies in almost
150 destinations in the
whole world. It is
headquartered in Luton. The
passengers can get fares via
global distribution system.
The mobile application of
EasyJet can also be used to
book tickets.
The services of Ryanair can
be availed only by internet.
It does not involve any
travel agency to make its
service available to the
customers.

Promotion
Promotion It is the promotional
tactics which may be used
by businesses in order to
communicate and
promote the offering of
the business.
The EasyJet uses integrated
marketing strategy such as
advertisement on televisions
so that passengers are
reminded of its low cost
strategy. Its presence on
social media is also good. It
also provides loyalty
programs such as fees free
changes, refund policies, etc.
This Ryanair airline uses very
less promotional tactics. It
spends low on the
advertisements and uses in-
house advertisement.

Process
Process It involves the indirect or
direct activities that add
value to the experience of
customers for using the
services. It is that element
which looks at the
consumer experience
regarding the offering o
company.
Every business has different
process. EasyJet offers the
online check in service which
is easy and quick wherein
they get 30 days to do the
check in but maximum before
2 hours of flight departure.
The Ryanair does not
operate via travel agency so
it is important for them to
plan their delivery schedule,
queuing effectively. The
passengers are not allowed
to select their preferred seat
rather there is first come
first serve process.

People
People It includes all the
people who are directly
or indirectly involved in
the offering of
business. It is not
necessary that each
person is in touch with
customers.
The employees, crew and
pilots of EasyJet are very
friendly an professional. It
offers extensive training to
the employees in order to
prepare them for jobs. It
has approximately 15000
workforces but due to
global crisis such as Covid-
19 pandemic, it is cutting
30% of jobs.
The Ryanair airline
recruits young pilot in its
airline as they are more
hardworking. The other
crew and staff are
professional in looking
and pays for their
uniform cleaning and
training.

Physical evidence
Physical evidence- It is referred to as the
physical environment
which is experienced by
customer. It may include
the layout of website used
by business.
The website of EasyJet is
user-friendly and nice and its
airline is also attractive with
its name and color and logo
easily recognizable.
The planes of the Ryanair
are very expensive which
attract te customers. They
get the airplanes at
discounted cost because
they buy it when other
airlines do not want it.

Conclusion
It is concluded from the above report that marketing plays
an important role in the functioning of business as it
promotes and communicates the offering. The marketing
mix is a strategy which helps in planning of the
promotional tactics.