Promotional Activities Impact on Company Performance: Easy Jet

This report examines the impact of promotional activities on company performance, using Easy Jet as a case study. It begins with an introduction outlining the research area, aims, and objectives, followed by a literature review that explores the viewpoints of various scholars on the significance of promotional activities in the airline industry. The report then delves into the research methodology, detailing the use of qualitative research methods, purposive sampling, and a questionnaire to gather data from consumers. The data analysis section presents findings through graphs and charts, illustrating the impact of promotional activities on brand awareness, customer acquisition, and overall company performance. The report concludes by summarizing the key findings and emphasizing the importance of promotional strategies for airlines like Virgin Atlantic, recommending the use of diverse promotional tools to enhance marketing effectiveness and build a strong consumer base. The report also includes a comprehensive list of references to support its analysis.

Individual Report

Table of Contents
INTRODUCTION...........................................................................................................................1
1.1 Background of research area............................................................................................1
1.2 Literature Review.............................................................................................................2
Impact of promotional activities and tools for improving marketing positioning of Virgin..2
1.4 Research methodology.....................................................................................................2
1.6 Timeline of research activities..........................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Title :- “ To identify the impact of promotional activities on company's performance :
A case study on Easy Jet “.
1.1 Background of research area
This is considered as important area of the investigation as it represents the overview of
project. Here the primal motive is to recognise the influence of advertisement on the
performance of Easy Jet and how it helps in improving the same. In order to accomplish this aim,
some of the questions are framed in context with the topic of research and their answers are also
discussed in literature review section. In addition to this, an interview is conducted for attaining
the feedbacks of common people or consumers and a questionnaire is designed in accordance to
that. Virgin Atlantic is a popular British airline firm having its head quarter in Crawley, United
Kingdom (Clark, 2015). This airway was set up in the year of 1984 as British Atlantic Airways
and was firstly planned by its co – founders known as Randolph Fields and Alan Hellary for
flying between Falkland Island and London. After this, its name converted or changed into
Virgin Atlantic Airways since Fields had sold his shares in the firm after occurrence of
disagreement with Sir Richard Branson regarding the management of corporation. This has been
observed that they have earned revenue of around £2,689 million in the year of 2016 and was
having nearly 8,875 workers who were performing under them at same time. They have been
serving destinations of approx. 33 or more than this. Thus, in order to gain recognisance and
fame in the eyes of all people who are surviving in UK, Virgin need to take use of different
promotional activities (Erlam, Smythe and Wright, 2016). This will surely helps them in
increasing their sales rate and establishing themselves as a powerful brand.
Aims:
“ To identify the impact of promotional activities on company's performance : A case study on
Easy Jet “.
Objectives :
The entire research is designed on the basis of some objectives which is listed below :
 To determine the impact of promotional activities on Virgin's performance
 Recommend of some tools via which Virgin Atlantic can improve its marketing presence.
In addition to this, some research questions has also derived which is mentioned below :
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 What are the effects of advertisement on performance of company ?
 Suggest some tools and techniques of promotion for upgrading existing positioning of
Virgin Atlantic.
1.2 Literature Review
This is also treated as an eminent part of research as it shows views and opinions of
scholars or authors in context with theme of project. This helps in drawing efficient conclusion at
last. As per the view point of Cooper and Higgins (2015) airway is most sensitive sectors as its
whole operations relies on the beliefs and interest of passengers. Thus, this is known as a
consumer oriented industry where – in directors or managers of firm should focus on wishes as
well as demands of their potential customers. If they would not do the same, then it is impossible
to survive in this competitive era.
Impact of promotional activities and tools for improving marketing positioning of Virgin
According to thought of Josephsen (2014) every company needs to understand the
importance of promotion actions. It is noting but an active process that requires to be closely
scrutinized in order to obtain best outcomes. Promotion simply refers to the voice of any firm
which is used to send out message of brand loudly and clearly to the audience. Virgin Atlantic
should also use promotional activities in their business for conveying information regarding new
products and services manufactured by them. This helps them in attracting large number of
consumers towards the identical thing. Dahlke, Hall and Phinney (2015) stated that there are
various media platforms that could be utilised in order to promote brand and whole enterprise.
Some of them includes radio, television, magazines, social - media, etc. This helps venture in
reaching to vast number of audiences. There are numerous of advantages of using promotional
tools. These involves increment of brand awareness, providing appropriate information to target
audience, increasing consumer traffic, etc. This as a result aids in building sales and earning
large sum of profitability.
1.4 Research methodology
This section covers all the tools and techniques associated with investigation that is going
to be used in this report for attaining aims and objectives in effect-able manner. There are
different method of doing researches which has been described in this section.
Research method
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Basically there are two types of research methodologies named as Qualitative and
Quantitative. Qualitative method is completely performed on the ground of ideas and thoughts of
common civilians and collection, analysation as well as interpretation of data is done in
accordance to the same (McMillan, 2015). For this purpose, interviews is needed to conduct and
a questionnaire is prepared on the basis of feedbacks received from that interrogation.
On the contrary, quantitative research methodology is entirely based on numerical facts
and figures , where in statistics that is a branch of mathematics is used for doing comparison
between present and past information regarding theme of research. This helps finally in taking
proper measures for doing development in future as well (Curtis, 2014).
Therefore, it is to be noted that for the current topic of investigation; Qualitative method
is most appropriate as it helps in attaining thoughts or opinions of all people.
Data sampling
This is a statistical technique that is used for selecting from a large set of species or data
points and working on them in order to obtain better results. For this report, purposive sampling
method is being used where – in sample size of 30 is taken and interview is carried out by asking
relevant questions from consumers of Virgin.
Questionnaire
QUESTIONNAIRE
Name : ------------------------------------------------------------------------------------------
Age : ---------------------------------------------------------------------------------------------
Gender : ------------------------------------------------------------------------------------------
Q 1. Is Virgin Atlantic is using any promotional activities ?
 Yes
 No
Q 2. What are the promotional tools which is used by Virgin ?
 Television
 Magazines
 Social media
Q 3. Is there any positive impact of promotion on the performance of company ?
 Yes
 No
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Q 4. Is there any negative influence of advertisement on venture ?
 Yes
 No
Q 5. What are the benefits of using promotional tools in Virgin Atlantic ?
 Increasing number of customers
 Improving brand value
 Providing correct information regarding deliverables
1.5 Data Analysis with graphs and charts
Theme 1 : Use of promotional activities in Virgin
Q 1. Is Virgin Atlantic is using any
promotional activities ?
Frequency
Yes 25
No 5
Interpretation : From the above based graph, it can be concluded that 25 people are agreeing
with this statement, where as rest five are raising their voice against the same.
Theme 2 : Different types of promotional tools used by Virgin
Q 2. What are the promotional tools which is Frequency
4
Yes No
0
5
10
15
20
25
30
25
5
Column F

used by Virgin ?
Television 10
Magazines 10
Social media 10
Interpretation : This is being represented that potential passengers of Virgin are saying that they
are using all tools i.e. Magazines, Television and Social media equally for doing promotion.
Theme 3 : Positive effect of promotion on the performance of firm
Q 3. Is there any positive impact of promotion
on the performance of company ?
Frequency
Yes 23
No 7
5
Television Magazines Social media
0
2
4
6
8
10
12
10 10 10
Column B

Interpretation : Most of people that is 23 are supporting for the positive effect of advertisement
as it helps in improving overall performance of company. While other 7 are against this.
Theme 4 : Negative impact of advertisement on enterprise
Q 4. Is there any negative influence of
advertisement on venture ?
Frequency
Yes 8
No 22
6
Yes No
0
5
10
15
20
25
8
22
Column B
Yes No
0
5
10
15
20
25 23
7
Column F

Interpretation : From the above based graphs, it can be said that 8 users are agreeing with the
above statement but 22 respondents are not in favour of this and claiming that advertisement do
not give any adverse effects.
Theme 5 : Benefit of using promotional means in Virgin Atlantic
Q 5. What are the benefits of using
promotional tools in Virgin Atlantic ?
Frequency
Increasing number of customers 12
Improving brand value 10
Providing correct information regarding
deliverables
8
Interpretation : From above graphical representation, it can be clarified that different people has
variant or different views. Such as 12 consumers are saying that promotion of company
contributes in enhancing the number of clients. At the same time, 10 users said that it helps in
increasing brand value and rest 8 passengers stated that it aids in offering right information about
services and goods provided by cited corporation.
7
Increasing number of customers
Improving brand value
Providing correct information
0
2
4
6
8
10
12
14
12
10
8
Column B

1.6 Timeline of research activities
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CONCLUSION
From the above based research, it can be concluded that promotion of firm is very
important as whole marketing activities depends on this. Therefore, Virgin Atlantic should take
use of different promotional tools such as social - media, television, newspapers or magazines,
radio, etc. for conveying their information regarding new services and also about the current one
which they are offering to passengers in their air journey. By this way, they can seek attention of
large number of consumers towards their new plans by telling about various things such as
providing discounts on specific flights, facilities being delivered by them during journey of users
and so on. Thus, it assist Virgin at great level in building strong consumer base in not only UK
but also other nations.
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